A Comprehensive Sell It! Guide

How to Make Cold Calls

Having a positive and resilient attitude is critical to success. Relationships are everything today, so when you call someone you don't already know, you're going to hit a great deal of resistance from the start. But don't let a few bad calls affect your attitude during the next call. Another key is to listen.

Your prospect will warm up once you're able to get them talking about what they do, their goals or their challenges. Lastly, don't forget to follow up. I've secured more meetings and business simply by making those extra calls and catching the prospect at a better time.

-- Barry Farber is Entrepreneur's "Sales Success" columnist.

How to Sell to the Government

The government market is vast, but don't let that intimidate you. Here are some quick tips to help you get started: First, start local and find nearby government agencies. Check out the Federal Executive Board Web site for details on the 28 U.S. cities that have federal executive boards. The contact information will lead you to a list of all federal offices in your area. Then visit the Government Express Web site, click on "Resources," then click the "DoD Procurement Tech Assistance Centers" link. PTACs offer low- and no-cost courses on doing business with the government. The rest of the site is full of useful information, too.

Once you've found the local agencies, go in and meet people. Call and set appointments with the small-business office. Relationships help you sell in government, just like in business.

-- Mark Amtower has been helping companies win government business since 1985.

How to Hire an Ad Agency

Ask other business owners about good agencies in your area. Focus on firms that do more than just advertising. Usually, a mix of services -- ads, PR, direct mail, online tactics -- will deliver a bigger bang for your buck. Find an agency that asks good questions. Chemistry is critical to a lasting relationship, so make sure you meet -- and like -- the staffers who would be working on your business' account. And be sure to call current and past clients for references.

-- Gary Slack is chairman and CEO of Slack Barshinger, an award-winning Chicago marketing communications agency.

How to Put Your Customers to Work for You

Your customers want to see you succeed and to make you a part of their identity. If you've majored in relationships and follow-up, more than a few runners might show up at your 5K run, some even wearing your T-shirt. Let them tell the world about you. How? One restaurateur, for example, asked some customers to picket his place, carrying placards that read, "The food here can't be beat!" and "Best restaurant value in town!" The "picketers" drew in other customers.

Another restaurateur who was opening a new location invited 12 people to enjoy a free dinner with all the trimmings. The only thing he asked in return was that they agree to spend half an hour waiting in line outside his restaurant the next evening. They did.

Others noticed the line, the restaurant filled, and it has remained popular ever since. This restaurateur's customers were the makings of his business -- in just half an hour.

-- Jay Conrad Levinson, the father of Guerrilla Marketing, has sold more than 15 million books in 43 languages.