While cold calling is often uncomfortable, it is also effective, writes Marla Tabaka. Dawn Gluskin, founder of Soltec Electronics, has instituted a "Cold Call Power Hour" to make the process more bearable. The sales team meets with her twice a week for an hour of uninterrupted cold calls. "Hearing one another's approach is very helpful and seeing top salespeople get 'rejected' or encounter someone with an unfriendly attitude helps the less experienced reps see it happens to everyone," she said.

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