In commercial real estate today, the cold calling process remains an important part of prospecting.
Taken in balance, a cold calling system will help produce more meetings and potentially future listings.
It all comes down to your diligence and commitment to the process.
Some agents struggle with making the calls.
You do not have to struggle; you just need to understand the process and get it under control.
Here are some important rules that relate to improving your cold calling results.

1. Preparation is the key to getting momentum.
   Each evening you should be preparing for the calls to be made the next day.
   You can't prepare and make calls at the same time.
   You need about 2 or 3 hours of dedicated calling activity each day to make the whole thing work.
   That takes preparation.
   Each evening it will take you about an hour of preparation to be ready for the next day and the calling activity.
   
2. To be fully prepared for prospecting in this way, determine the ideal property types, your location, the best local businesses, and the ideal property owners.
   All of these factors and people will give you the foundations for research and preparation.
   
3. Many agents at the beginning of their career look for an easy way to do this prospecting.
   The simple answer is that there are no shortcuts.
   That is why you need a consistent ongoing prospecting process to support your research and making the calls.
   It is not something that can be delegated.
   If you want to be a top agent, you have to do the work.
   Once you start the process, don't stop, regardless of how successful you are as you proceed.
   Things will improve over time.
   
4. Initially you will require a bit of practice when it comes to the call dialogue and conversations that you create.
   Within two or three weeks you should have the process sufficiently under control.
   Every call conversation gets a lot easier as you proceed, and your results should improve.
   The best call dialogue or scripts are focused on the client and their current situation.
   
5. You should not pitch your commercial real estate services across the telephone.
   The primary target of telephone prospecting in commercial real estate is to get a meeting with the people that may need your services today or in the future.
   That is the reason you can't pitch.
   The initial goal of your call is to identify if they have a need or an interest, and if that is the case, you should seek a meeting.
   Every call is a conversation and not a pitch.
   
6. The best way to improve your cold calling process following all of the previously mentioned points is to use a simple strategy of standing up as you make your calls.
   It is a known fact that your ability to converse and connect with people on the telephone is a lot more effective when you are standing up.
   For that reason you will need a telephone headset to use as part of the process.
   

Most agents struggle with the cold calling process.
You do not need to struggle and can improve your processes if you follow these simple rules above.
Within about three or four weeks you should see results in meetings and client opportunity.
When results start to occur, keep the process underway.