I hate cold calling.”

Cold calling is dead.”

Cold calling doesn’t work.”

It’s interesting the effect a core set of beliefs can have on your sales results. Many of the salespeople I know that struggle to produce results prospecting have a very negative set of beliefs about cold calling.

The salespeople I know that produce the best results have a different set of beliefs about cold calling. Many of them know that they are good at it, and they prefer to pick up the telephone and call their prospects. Some don’t have any strong feelings for or against cold calling. All of them make calls.

You may want to believe that things have changed and that you no longer have to cold call. You may want to believe that you can gain enough prospects to make your number through social media and referrals. You may want to believe these things, but that doesn’t make them true.

Maybe you aren’t worried about cold calling.

But you should be worried about your competitors that are effective at cold calling and who are willing to pick up the phone and call your clients and dream clients. You know, the dream clients that you are waiting to develop through your drip campaign.

What if?

What if you were to change your beliefs about cold calling? What if, instead of convincing yourself that cold calling sucks, you told yourself that cold calling still works—as long as you approach is professional and it creates value?

What if, instead of resisting cold calling, you embraced it? What if you were really good at it?

What if you used cold calling along with all of the other prospecting methods available to you to build an effective prospecting plan, one that produces and develops enough opportunities for you to make and exceed your number?

What if you were really good at cold calling? What if you were able to open the relationships that open opportunities effectively on the telephone? What if instead of worrying about your competitors calling into your clients and dream clients effectively they had to worry about you calling into theirs?

What if you were such a tremendous value creator that you could cold call and build an unassailable pipeline?

Post by Anthony Iannarino on January 27, 2012
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.