Cold calling. Love it or hate we have to do it. It’s just part of sales. It’s certainly not the only prospecting tool in our toolbox but it sure is an important one. At the end of the day you really can’t build relationships without actually talking with your prospects. I spend a lot of time working with sales reps on cold calling including their approach, technique and preparation. The one trend that I have noticed is that everyone’s goal on a cold call is to get a meeting with the prospect. I think that is a pretty lofty expectation and usually a recipe for disappointment and frustration.