I recently read an article on how to build a gift basket business on referrals alone. It also stated that one referral is equal to seven cold calls. I agree that word of mouth is one of the best forms of advertising. But when done alone it can be detrimental to any business.

One reason cold calling is disliked is because of the fear of being told "no." You need a "no" in order to know. What does that mean? It means that you assume the same technique will work for everybody and that you are always right. No one is always right and everything doesn’t work on every body. Be willing to be corrected.

Another reason cold calling is disliked is because of the lack of leads. We are fortunate in the gift basket business that there are many ways to find leads without paying for them. Check the library for your local Business Journal. In Georgia, it is called the Business Chronicles or Book of List. This book has the top businesses in your state along with the decision maker's name and contact information. Visit local business's websites for contact information. Call them up, explain how your product will make their company more profitable and then ask for an appointment. You won't get an appointment if you don't ask for it!

Ask yourself- Can one form of advertising reach the market I'm seeking? Build a business by incorporating more than one form of marketing. Referrals plus cold calling is the better way to build a successful business.

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