If you've ever made lots of calls, especially first-time or cold calls to other businesses you'll know that it can sometimes be difficult to maintain momentum if you're getting a lot of what you consider to be rejection: Nobody you speak to seems to be receptive to what you're saying, they become defensive, appear to misunderstand you or it's clear that you're just another interruption to their day and they want to get off the phone as soon as possible. The bottom line is that you've become forgettable when you really want to be memorable.

Most business people feel fairly confident about talking about their products and services to a prospective customer face-to-face. But how do you get those appointments? One of the most effective ways is making calls to a target audience – unfortunately, this happens to be one of the most difficult ways. Getting to speak to the right person is a highly skilled job – handling objections, getting past the ‘gate keeper’ and making the valid points to the decision maker is no mean feat. It also involves a high level of rejection, which a lot of people find soul destroying. It’s a job that not many people are good at, and the ones that are, are highly sought after and can earn large sums of money. Needless to say, these high-performing individuals tend to get snapped up by the large corporates who can entice them with attractive remuneration packages. Not good news if you are an SME.