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Tough times call for tough strategies. If you find that your networking prospects are drying up, it may be time to think of new ways to penetrate the job market. The cold call is a basic technique used in selling, and when done properly, it can provide new opportunities for you.

Any professional salesperson will tell you that sales is a numbers game. The more people you talk to, the better your chances of making a sale. A good salesperson will also tell you that one key to success is proving to people you have something they need -- that you have the solution to their problem, that you can help them. But first you've got to pick up the phone and make some calls.

If the very thought of calling a stranger and selling yourself makes you cringe, you are not alone. Most people are not natural-born salespeople and have to push themselves to make that call. But if you can begin to think about helping someone by providing solutions, the call will become easier, and you'll have a better chance of success.

According to Marky Stein, author of Fearless Interviewing, cold calling has had proven success for even the most faint-of-heart. Stein suggests preparing a script to read from before making the call. “The script itself has to have a hook, something extremely enticing to the hiring manager about your accomplishments, your years of experience, the successes you've had, and in some cases, your education,” according to Stein. Her advice is very specific: “A necessary element of the script is the key phrase: ‘When can I come in for an interview?' These words are so simple that you may feel foolish saying them at first, but they get results. Modifying the phrase to, ‘Can I come in for an interview?' won't be as effective. In fact, I would venture to say that the results have been unsuccessful.”

Writing your script will be the first step toward success with the cold call. This will require you to evaluate how you want to focus your statement. Think about what you have to offer. Why would this employer be interested in you? Begin by researching the company and finding out about the projects and business deals it's working on. How can you use this information to sell yourself?

• Begin with a greeting -- sounding enthusiastic (but not phony) will be a plus.
• Introduce yourself and say what your specialty is and how many years of experience you have in your field.
• Talk about your specialty or two or three key strengths you have that are relevant to the company's needs. Example: “I have the ability to close sales, and negotiate killer deals.” Or, “I recently negotiated a 35 percent savings on project costs for my company.”
• Ask the magic question, “When can I come in for an interview?”

Once you get your script written, you'll want to talk directly to the decision makers. You can find these people listed in a couple of sources. For free or low-cost information on executives, go to Hoover's Online. There you will discover a wealth of information on companies and the key players. Another source available at no cost is Rich's Guide at your public library.

Sales professionals will tell you that not everyone you call will be interested in what you're selling. Expect rejection; two out of every three calls will not lead to new prospects. But success is the result of trying. Athletes provide a good example of persistence. Michael Jordan has missed many shots with the game on the line, but what makes him great is that he's still willing and eager to be the one to take the decisive shot when the game is tied and the clock is ticking down. Your career will benefit from the same type of determination.

Consistent efforts are important. Keep practicing and trying, even when you face repeated rejection and it seems that all you hear is “no.” Your goal is to continue calling until you get a “yes.” That's when you will feel the thrill of making the clutch shot.

The purpose of this article is to both provide information and facilitate general dialogue about various employment-related topics. No legal advice is being given and no attorney-client relationship created. Please see the disclaimer for further limitations and conditions.