I know that most people probably don’t want to believe this, but I’m almost convinced that it’s true. I think that the main reason authors and speakers say that cold calling is a complete waste of time is because they know that’s what the audience or readers want to hear. Nobody wants to prospect so it’s kind of nice when ‘an expert’ agrees that it’s not valuable, that way you don’t feel guilty not doing it. The fact is, that some cold calling is a waste of time. The trou…

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