CHAPTER 9

Your Friend the Phone

The dreaded cold call. I won’t even refer to it as a cold call anymore. The term causes such an immediate negative and visceral reaction in most salespeople that I made the executive decision to rename it “the proactive telephone call.”

This is the most requested coaching topic in my practice. And it’s probably safe to bet that a good number of you reading this book scanned the table of contents and turned directly to this chapter. For whatever reason, the phone creates all kinds of weird emotions and mental blocks for salespeople, yet everyone wants coaching on making better phone calls. Studies suggest that public speaking is one of the most feared activities, but I meet reps all the time who would choose to ...

Get New Sales. Simplified. now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.