(This is the first of a series of monthly advice columns.)

I love getting referrals, but I hate making cold calls. So Bennie, what advice can you give me so I can become a confident cold caller?
- Sleepless in San Francisco

Dear Sleepless: I do cold calling almost every day. Not because it’s fun, but because it leads to business. These three things keep me going through this task.

1. Script. Having a strong script is essential. I use one that is direct. In my first sentence I say who I am and why I’m calling. I also ask, “Do you have a moment for this call?” If what I said in my opening line is appealing to the prospect, they make the time to hear me out or they will let me know a better time to call. If they don’t have time, then move on to the next call.

2. Metrics. At the end of every day, I print a report that tells me how many calls I made, how many times I actually spoke with someone, how many voice-mails I left (Yes, I have a voice-mail script), and how many follow-up e-mails I sent (Yes, I have an e-mail script.) This allows me to measure my performance and stay focused. Metrics also let me know how many times I called a single prospect and if they have ever returned my call or e-mail. If I call on three different occasions with no sign of life, they get pulled from my list.

3. Referrals. Cold calling is a good way for me to generate referrals for BNI. For example a prospect may say, “I am interested in your service, but I can’t deal with that right now because our office is moving and things are crazy.” That’s when I know I may have a good referral to the move coordinator in our BNI Chapter, Rachel Walls. I find out when they are moving, who is in charge, and set up an introduction so that they know Rachel will be calling. It also gives me a reason to follow up and ask “How did the move go? Isn’t Rachel great? Hey, I bet you’re ready to talk about my services now that you’re settled in.”

Bottom Line: Cold calling isn’t so bad when you have a good script. I keep myself going and make sure I’m not wasting my time by keeping metrics, and even if I don’t close a deal, I may create a referral for someone else, which comes back to me in “Giver’s Gain.”

(This month’s “Dear Bennie” contributor was Ray Simon of www.JustTalkNow.).