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It’s just a phone call

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The reason you have negative feelings about cold calling is not because it doesn’t work. On the contrary, it can work very well — but first you have to pick up the phone.

If you feel negative about cold calling, it’s probably because of one or more of the following reasons:

  • You’re afraid to engage with people directly.
  • You fear rejection.
  • You aren’t confident in what you’re going to say.
  • You don’t know what you want out of the conversation.
  • You’re not sure how to create value.
  • You’re petrified of asking for the commitments you need.
  • You want people to like you.
  • It makes you feel bad about yourself.
  • You’d prefer to be rejected in some other way.
  • You believe that somehow an emailed request is less offensive.
  • You think it’s more effective to hang around and wait for your clients to raise their hands and ask for help.
  • You believe the lie that your dream clients spend all their time researching candidates for the job.
  • You don’t know that no one makes a call without doing research first.
  • You don’t understand that it’s only one part of larger campaign.
  • You aren’t in sales and never have been.
  • You don’t carry a quota.

It’s just a phone call. You’re just asking for an appointment. You’re only trying to help your dream client realize better results for himself.

So take a deep breath and pick up the phone. Your dream client could be waiting at the other end of the line, but you’ll never know unless you try.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go


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