THE INITIAL GOAL OF A COLD CALL IS….. To Assess if There’s a Fit

Think about the initial objective of your prospecting efforts. If you think the goal is to close a sale, deliver a presentation, submit a proposal or schedule an appointment, think again.
While it may sound counterintuitive, concentrating your efforts on any of these outcomes is actually the very thing that contributes to call reluctance, prospecting failure and ultimately, wastes your time and sabotages your selling efforts.
Consider this. Rather than focusing all of your energy on making the sale or working towards any of the outcomes you’re looking for, first determine if there’s a good fit between you, your prospect, and what you are selling.