Cold calling-those two words strike fear into the heart of almost any sales person. People hear those words and feel far from confident, happy or excited. Many people believe that it is one of the most unsuccessful methods of sales out there. And yet companies continue to do it, year after year after year. So why is cold calling still a sales method? And how can you make cold calling work for you?

First of all, companies still use cold calling to sell their product because it works. It works, you say in surprise? Yes, it works-when done correctly. There are many ways to cold call. Some of them are good ways and some of them are not. You don't want to dismiss an excellent method of sales just because it's something you've struggled with in the past. In a research report conducted by Expertise Marketing and LawMarketing.com in 2006, it was found to be one of the most effective of 30 methods of sales. The most effective tactic was “arranging business development appointments with clients and prospects,” which isn't really a surprise. Meanwhile, study after study confirms that cold calling works and can greatly increase your sales.

So how can you make cold calling an effective strategy for you? These five tips should help you improve your cold calling techniques and make you feel more comfortable and confident in this often unpleasant task.

1. Calm down. Remember that you're not alone. You're not the first sales associate to ever make a cold call. Even the most battle-hardened sales person has probably made cold calls and been unhappy doing so. But it worked. Remember that they person you're speaking to is a stranger and the chances are miniscule that you'll ever talk to them again. So if you make a fool of yourself, the only people that will know about it are you and the voice on the other line. And the other person will just dismiss you as an irritating sales person. So no worries.

2. Organize your list. Sort out the contents of your contact list according to the chance of success. If you're selling a product to companies, sort out your list according to those companies that seem most likely to be interested in your product. Start with those. It makes it much more pleasant for you to build some confidence as you go along.

3. People are more likely to buy from happy people. Remember that people don't like to be swindled and are probably less likely to buy from someone who isn't confident or happy with the product being sold. If you sound nervous or irritated when you're phoning people, this will raise suspicions and the potential customers will be less likely to buy from you.

4. Organize your script. It often helps to have a script that you can follow when cold calling. This prevents that mindless babble that people are so prone to get into when they're nervous or excited. Have key points specifically written out so that you present your product in its best light. Be prepared for unusual questions or comments that the customer might have.

5. Speak clearly. Sometimes it can be difficult to understand what people are saying on the phone. This is an added challenge to cold calling. Be sure that you are annunciating very clearly and speaking slowly enough that the person can understand you. Try to smile while you talk-people can tell if you are happy or not by the way you speak (see #3).

The bottom line is this: cold calling works. It may not be the most pleasant task, but it works. And if you are able to apply these five tips, your cold call will be much more pleasant and effective.