How do you "earn permission" and give something of value?

In regard to cold calling you earn that right by having a powerful unique selling proposition (USP).

I know this term USP gets bandied around a lot but the fact is most people don't really have a clue what a USP is and that's why they have real trouble with cold calls.

One of the key techniques used in marketing , especially web marketing, by those in the know is to offer something of value up front that has no risk or cost associated with it. This might be a free report, resource, or tool that gets the prospect to engage us on a safe level before we try to call them. (Most companies don't do this.)

If you cold call for the purpose (purely) of helping the other fellow make a great decision and you have some free resource that will do that, you will get more prospects.

I help my clients do this kind of thing on there websites and with my own product. My giveaway has huge value for those that would check it out and thus I can add 400+ new prospects a month to my list.

Calling on these folks is not a problem because they are thankful for what I have shared with them -- I have developed reciprocity before I even call.

I would say in general, and it's certainly the key to networking, making yourself invaluable is the key to any networking or selling you wish to do. You do that by creating or giving away REAL value items to your potential prospects.

If you have a good "value" to share it can be the focus of the USP and and introduction to the decision maker he or she won't want to refuse. Done correctly it won't matter if they are ready to buy, the offer will have value anyway.

Getting through in this way often allows you to get a conversation that changes the decision makers mind giving you the inside track.

One last note here, the best selling approach in my opinion has this built in. See Mack Hanan's book "Consultative Selling."

I hope this is useful.