Mari Anne Vanella - 42 Rules of Cold Calling Executives. A Practical Guide for Telesales, Telemarketing, Direct Marketing and Lead...

By Mari Anne Vanella

Copyright 2008, 2012 by Mari Anne Vanella

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means electronic, mechanical, photocopying, recording, or otherwise without written permission from the publisher.

Published by Super Star Press, a Happy About imprint 20660 Stevens Creek Blvd., Suite 210, Cupertino, CA 95014
http://42rules.com

2nd Edition: November 2012
1st Edition: May 2008
Paperback ISBN (2nd Edition): 978-1-60773-099-6 (1-60773-099-5)
Paperback ISBN (1st Edition): 0-97-994282-9 (978-0-9799428-2-2)
eBook ISBN: 0-97-994283-7 (978-0-9799428-3-9)
Place of Publication: Silicon Valley, California, USA
Library of Congress Number: 2008921918

Trademarks

All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Happy About, nor any of its imprints, cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.

Warning and Disclaimer

Every effort has been made to make this book as complete and as accurate as possible. The information provided is on an as is basis. The author(s), publisher, and its agents assume no responsibility for errors or omissions nor assume liability or responsibility to any person or entity with respect to any loss or damages arising from the use of information contained herein.

Mari Annes 42 Rules are practical, well thought out and show her obvious breadth of experience. She is very good at pointing out how a salesperson with any level of telephone experience can apply strengths that they might have in everyday interactions to becoming a more effective cold caller.

Garth Moulton, Co-Founder, Jigsaw

The 42 Rules of Cold Calling Executives is one of the most powerful toolsets for both Sales Reps and Sales Development Reps to improve and sharpen their cold calling results immediately. Mari Annes expertise and talent taps into the areas that affect the overall dynamic of the calls and reveals the formula for success.

Barb Nichols, Independent Consultant and Director of Sales Operations with Vindicia

This should be required reading for salesreps.

John Sovik, Director of Sales, Kalido Software

Read some of Mari Annes LinkedIn recommendations:

Mari Anne Vanella is one of the most prolific demand generation experts that I have had the pleasure to work with. She is master and commander of the cold call - if one can call it that - because she invariably turns up hot leads! Her ability to penetrate the CXO domain in Corporate America is simply fantastic.

Jack Nargundkar

When I started working with Hubspan the company was in dire need of sales leads. Mari Anne expertly provided much needed guidance, and quickly turned around the companys cold calling efforts and greatly bolstered the pipeline. Without her skill, guidance, and strong team the company would not have been able to close more than $3M in new revenue.

Shannon J. Yost, Marketing Consultant

Mari Anne has an exceptional talent for creating successful Telesales processes and results. I have followed Mari Annes work over the years, and have seen the positive results her team brings. Mari Anne and her capable team brings strategy and methodology to the table.

Jordan Zweigoron, Sr. Director, Business Development, Genius, Inc.

Mari Anne is the consummate professional. She really understands the pains of demand generation rather than the lip service and hackneyed processes provided by so many companies in her field. Mari Anne holds herself accountable to results, not activities, and the leads we received paid for her services 20 times over. I have nothing but the highest praise for Mari Anne and her company.

Robert G. Kelly, VP Global Marketing and Alliances, Infogain Corporation

See Mari Annes LinkedIn profile at:
http://www.linkedin.com/in/vanellagroup

Mitchell Levy,
http://happyabout.info/

Catherine Borgen,
http://calsongraphics.com/

Suhag Shirodkar,
http://teclarity.com/

Dedication

To Leanne and Ted because they are great people, and I am proud of them.

To my Dad because he gave me such a positive outlook on life.

To Beatrice because she put me here.

There are so many people who have contributed to the creation of this book. I appreciate all of the support and contributions from my family, friends, colleagues, and staff. It would require another book to list all the people and events that have helped me over the years. Even though they aren't all listed here, I have enormous gratitude for all of them.

There are some people who made a big difference over the last year.

To Bobby Holland, my good friend and copy editor. To Karmon and Louis Walker, Barbara Nichols, and all of my clients, for their support and confidence in me and my company year after year.

To Keith Ferrazzi for his experience and for helping me visualize this book.

I spend my time helping people to reach out to others and build relationships. I consider this to be a key element in achieving success, in both business and personal endeavors. I discovered this principle early in life, as I watched the truly successful and sought to understand their paths. The common denominator in their lives was using the power of relationships so that everyone wins.

In my book, Never Eat Alone, I lay out the specific stepsand inner mindsetthat I personally use to connect with the thousands of colleagues, friends, and associates, all people whom I have been able to help who have helped me.

Mari Annes book focuses on the sales professional who must call customers and prospects to build successful relationships, rather than just make sales. She shows you how you can make every call a win for both parties, by helping you to understand how to think in your calling process, how to see both sides of the conversation, and how to organize your sales activity for maximum impact on your prospects.

Sales leaders must meet the challenges of a changing marketplace, with more competition and tighter margins. The ones who get the contracts are not the ones who push the hardest, but the ones who bring the most value to the relationship. 42 Rules of Cold Calling Executives provides the guidelines for demonstrating that value from the very first contact. Mari Anne also recommends tools that will help you learn more about your customers, so that they become more than just another routine call. They become people who can benefit from what you have to offer, and who may be able to help you down the road.

Her view is the long view of a business partner, which is in short supply in a quarter-driven business environment. However, this view dovetails perfectly with the view I recommend in all exchanges, that relationships power growth. So, if you have this book, you are a person interested in standing out. You have the desire to be successful and will do what it takes. Apply the advice in this book to your sales efforts and you will get there.