Don’t aim too high with cold calls

Just because you can make a cold call on a mover and shaker doesn't mean that you will get the sale.

Research shows that the most successful salespeople don't call at higher levels than their less successful colleagues. The best salespeople start their calls at the level where the problems are, which is generally lower in the organization.

Once they understand the prospect's problems, they may move up the ladder if it's necessary to close the sale.