The only way you will know if your cold calling approach is effective is to take your pitch out for a test drive.  I recently went through this with a customer who was constantly refining their sales script.  After a few weeks of tweaking and reviewing with trusted friends and advisers, I declared the script baked and ready for a test drive.

A Unique Racing Machine

Sales is as much art as it is science. You can spend as much time as you want crafting your message, your story, your commercial, or your script.  Eventually you have to face the real world and share it.  It is in the sharing process that you will learn how your message really sounds, how it is received, and what changes or adjustments need to made to improve it.

Imagine if the people who race cars for a living, constantly tested only the engine in the garage– tweaking it until it was perfect, but never took the car out on the road for a test drive until race day.  Playing with your script and your story in the safety of your office has the same effect.  Until you take your show on the road, you have no idea how everything runs together.

Once you get comfortable enough with your message, get in front of some people a try it out.  The test drive will do you lots of good.

Photo credit: :: eu-moto

Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts, SalesCooke and Sustainable Revenues.  He has also developed a new program for sustainable revenues in a down economy, known as SuRF.  To download this case study go to: SurfWhitePaper.com.