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Most salespeople don't like cold calling, and do as little of it as possible. There are a number of reasons why most of us don't like it. One reason is the way we view cold calling. People who don't like cold calling view each call as do or die. They think of cold calling as a war in which they have to win most of the battles in order to win the war. A sales rep good at cold calling is considered a sales god. A sales rep who is poor at cold calling is a sniveling wimp. The reality about cold calling is much different. You don't have to win all nor even most of the battles to win the war. Cold calling is the reconnaissance before any battle begins. Cold calling is not where the sale happens. Cold calling is simply advertising done by sales reps. Yes, I said that you are doing advertising when you are cold calling. Cold calling is a means of identifying potential prospects for your sales efforts. 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One of the surest ways to get frustrated in sales (and an ulcer) is to take responsibility for things that are beyond your control as a sales rep. You really cannot control whether the person you are cold calling needs or wants your product. What you can control is how many cold calls you make, and the quality of your techniques while cold calling. Set your cold calling targets and define your success criteria around the number of calls or dials that you will make. Judge the quality of your calls by how well you stick to a cold calling formula that you have defined in advance. If your cold calling goal is set as "To Make $300,000 in Sales Next Month", you are just setting yourself up. This kind of cold calling goal might be useful if you are a tele*sales* person responsible for actually closing business by phone. But in professional business-to-business selling, cold calling is too far removed from the actual close to directly influence such a goal. 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