The biggest fear in selling is by far the cold call. Salespeople hate calling on people they don’t know so they convince themselves that it’s a waste of time and effort to do it. But, I think anyone who has been around long enough would agree, while not the perfect way to gain new clients, it has its place. The problem is that far too often salespeople talk themselves out of calling on prospects because they let their fear take over. What is it about cold calling that mak…

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