Wendy shares a veteran's tips and tricks for writing that all-important initial cold calling script.

Recently I've had a number of conversations with sales professionals and entrepreneurs who tell me they do not cold call because they want to build relationships with prospects. I'm confused.

When you are on the telephone with a prospect you have about 10 seconds to grab and hold your prospect's attention. If you do not do that within that first 10 seconds, your call is more than likely over.

What can strike terror into the heart of even the most successful sales professional or entrepreneur? What can crush self-confidence, destroy self-esteem and leave even the most seasoned quivering with humiliation an defeat? The terror of cold calling!