There’s a terrible, tragic falsehood about prospecting and selling that I would like to challenge: The idea that in order to be effective, it should be painful.
Smile and dial. Make those calls. Rejection is part of the game.
Meh.
If you loathe cold calling but love hosting seminars, which do you think you’ll be better at? Can’t wait until next Wednesday evening’s chamber of commerce mixer? Find more events to attend. Love writing well-researched, personalized sales letters? Write 3 more a day.
That doesn’t mean we shouldn’t push our comfort zone and follow through in the face of rejection. It does mean that wasting valuable time and energy on the one or two things that we hate (and will probably not do very well anyway) steals all that talent from the 10-15 other things that we can execute beautifully.
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