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A lot of people say cold-calling is dead and it has no place in today’s selling environment. I can’t disagree more. I firmly believe cold-calling belongs in the sale mix, because it keeps you as the salesperson sharp.

Over the years, I have seen too many salespeople lose their selling edge. One of the reasons is they have built up their territory and rely on long-term good customers for all of their business. The problem comes when these customers begin to fade away, and the salesperson does not have the momentum or the competency to go out and find new customers. By dedicating part of your sales day or sales week to cold-calling, you keep yourself engaged and ready. It’s no different than expecting someone to go out and run a 10K when they haven’t run even a single mile in the months leading up to the race. There is no way they would be successful. The same is true for sales. Cold-calling is the best way to stay sharp and focused.

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