Dr. Sales Remedies the (common) Cold Call

Dr. Sales Remedies the (common) Cold Call

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.


Author’s Note: The inspiration for this column came from the great Pam Lontos, one of America’s finest sales trainers.


Dr. Sales Remedies the (common) Cold Call

Cold calls not doing so hot? Sick of them (or from them?) Here’s a recent conversation from a salesperson who came to my office with the same disease as you. The medical term for it is Rejectionitis. The only known remedy is a dose of sales education taken every day for the rest of your life.

Here’s how the patient put it:

“Doc, I’ve got a cold (call) and I feel sick. Every time I make one and someone rejects me, I want to throw up and they give me a headache.”

“How long have you had these symptoms?” asks Dr. Sales.

“Ever since I started making cold calls!” you whine.

“What are you doing about it right now?” asks Dr. Sales.

“Looking for another job,” you lament.

“Think that will make you a better salesperson?” challenges Dr. Sales.

“Er, ah, um, duh.” you intelligently respond.

“You have what is known as Rejectionitis.” assures Dr. Sales. “If you take one educational pill every day for the rest of your life, you’ll never be sick (of cold calls) again. They’ll just be viewed as educational experiences.”

Here’s the first four pills of your lifetime prescription:

Pill 1. Don’t make cold calls