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.


The key to success at the cold call is building a belief system. Belief in yourself, your company, and what you sell. The more belief you have – better stated – the more you believe that what you sell will help others, the easier time you will have making cold calls.

Here are the 4.5 basic beliefs you must own before you can start the cold call process:

  1. I believe my company is the best.
  2. I believe my products or services are the best.
  3. I believe I am the best.
  4. I believe I can differentiate myself from the competition, NOT compare myself to them.

4.5 I believe that when my customer buys, they will be better off having purchased from me.

Cold calling will test these beliefs right away. Especially when you begin to get rejected. Look at the real benefit of the cold call: since all salespeople seek to improve their selling skills, the cold call presents a great opportunity to learn to sell.

REALITY: Cold calling is a lousy opportunity to make a sale.
By the percentages, the lowest.
By degree of difficulty, the hardest.
By the intelligent ways to sell, the dumbest.