To keep your momentum going when you’re making cold calls, try this technique. Place the files, records, etc. of some of your best customers on your desk or within your line of sight. You will subconsciously notice them when you’re making the calls and it will serve as an excellent motivational tool.
Making cold calls is difficult. Regardless of who you are, it’s easy to lose momentum or confidence. Over the years, I’ve found that the more you can keep your focus on the big prize, the greater the success you’ll have. The only risk to having the files of one of your big customers on your desk while you’re making cold-calls is that you’ll suddenly think of something you need to do to keep the good customer a good customer. No matter what the urge is, don’t allow yourself to get sucked into doing that while you’re making cold calls. Use the great customer to spur you on to find your next great customer.