The dreaded cold call - many people get chills just thinking about it, yet it still is a necessary part of doing business. Women entrepreneurs report they hate it even more as they have been taught to listen first and talk later -- that strategy doesn't result in a sale. So here are some tips on how to enjoy cold calling and getting back to using the telephone.

Many salespeople sweat just looking at this photo. It reminds them of a time when the only way to reach a prospect was to dial the phone, start a conversation not anticipated by the other end and pray not to be rejected for disturbing, and frankly irritating, a potential customer.

Of course, today the phone is no longer the only vehicle for communication. (And it won't be long before this picture will be as antiquated as a dinosaur). Today, sales people can communicate through email, social media such as Facebook, Twitter, LinkedIn, Google+ and other sites that are working hard to get a foot in the door to connect people. Sales people also have the opportunity to join groups such as BNI (Business Network International), Chambers of Commerce and other business groups in order to meet potential prospects and make the connection warmer due to the fact all are members of the same group.

However, it really doesn't matter which path you take because the first contact with a potential prospect requires you to put yourself out there and be prepared to be rejected. Nobody wants to be rejected - not on the phone or in person. And, women entrepreneurs list rejection at the top of their list for shying away from selling. So, raise your hand if you fear cold calling of any kind. Now, raise your hand if you are willing to learn how to cold call your way to success!

We all know that timing in life is everything - or at least we would like to believe it is. Well, what this means is your prospect has a timetable of his/her own and part of your job as a salesperson is to prepare for it. A person who just purchased a new car is not in the market for a new car, but (s)he might be in the market for some car insurance.

Did you know that statistically it takes an average of 4 calls to get a sale? Of course that number varies depending on the purchase, but when you think of sales in this way you realize you really can't be truly rejected until you make the fourth connection.

The first tip for any salesperson is to find out what the prospect says YES to. For example, are you looking for (fill in your industry's product) that will make your business life easier, or more efficient, or less complicated - you get the idea. Get the prospect saying YES at the beginning! As soon as you hear NO you will finally be on your way to a sale. In other words, every salesperson must know what the prospects objections are before a sale can be made.

Tip #2 - Know why your prospect says NO.

Here's an example: You sell business consulting. You know who your best prospects are - what business they are in, their approximate revenues, their wants and their needs and you understand their objections to purchasing your service. 1) Don't believe in paying for consulting 2) Don't believe they need it 3) Don't know what they don't know. You are prepared when you hear their objections. In other words, the sooner you get a prospect to say NO you will be ready with an answer that allows them to say YES.

Back to the above example: When your prospect says, "We don't believe in paying for business consulting services," you say, "I appreciate that Ms. Prospect all my clients felt exactly as you do before they started with me. What they came to find out is that by working with me their revenues increased by more than enough to pay me and grow the business. I can show you how I can do this for you in just our first meeting. If at the end of that meeting you don't see the value in working with me there will be no charge for the meeting. When are you available to meet for an hour?"

If you do this right you'll get the meeting and have a new client. But, even if you hear NO you can believe me when I say you are still on the road to a potential sale with this prospect as you have now established a relationship and the next time you connect it will be a warm call. Now, it is critical that you keep in touch and follow up regularly so you are prepared when your prospect's timetable and his/her ability to say YES aligns with your call.

Tip #3 - Sales is a game and a challenge and it is best played by those that enjoy the thrill of victory and the agony of defeat. Yes, I do mean agony of defeat! If losing a sale doesn't get you revved up to go out there and do it again and again then get out of the sales game and get into administration. And, if you are a solopreneur outsource your sales because your business won't make it without a strong salesperson.

Every time a woman entrepreneur says to me, "Vicki, I'm really not good at sales," I want to scream, "then stop wasting your time in business. Entrepreneurs who can't sell and refuse to hire salespeople will not succeed - plain and simple!"

Tip #4 - Persistence is key in sales. People do business with people who walk the talk. Persistent does not mean pain in the ass. Persistent means determined, tenacious, tireless, and purposeful. As a businesswoman tell me, isn't that the type of person you want to do business with?

So, if you are ready to do more business promise to work on ridding yourself of the fear of rejection and replacing it with enthusiasm for meeting more people and doing more business. There is no greater excitement and energy booster in business than earning the trust of a new client and making a sale.