Did you know that “92% of b-to-b buyers are open to cold calls if the sales person’s pitch is relevant?” That’s the word from Marketing Sherpa, which I came across on a recent guest blog post by sales expert Brian Carroll. He uses that piece of data to drive home the point that cold calling, while not everyone’s favorite task, can be effective at getting one’s foot in the door and generating leads. Carroll blogs about what he believes are “seven prospecting rules that produce leads” in regards to making cold calls.

Two, in particular, caught my attention, partly because they are not always included in “rules” given by sales coaches and experts:

• Respect Executive Assistants – Don’t view the Executive Assistant as a barrier to initiating dialogue. Don’t treat anyone as lesser and don’t be afraid to develop a relationship with people with the title “Assistant.” EAs can occupy a significant place in the sphere of influence, not to mention the boss’ ear

• Gain opt-in – When you are speaking with a prospect, it is proactive to request permission to e-mail subsequent helpful information. Most folks won’t mind receiving an e-mail from you to follow up the phone call. This will provide another building block for staying in touch.

Click here to read the rest of Carroll’s steps, and feel free to comment with any steps you find necessary when making cold calls!