effective if you are too uncomfortable to do it or if it makes you un-
comfortable. The key issue is whether you have given yourself per-
mission to reach out to strangers and say good things about
yourself. If you don’t feel as if you have permission, then go back to
the Permission method in Chapter 6 or change the thinking that
limits you by applying the Power Affirmations method using any of
the affirmations listed at the end of this chapter. Pick the one(s)
that produce the strongest emotional reaction for you when you
read them. Would you rather be right, or would you rather be rich?Using the Telephone
The telephone provides the quickest way to reach large numbers
of people in a short period of time. For this reason, it is the most
common method for direct selling. There is an extensive list of
affirmations for dealing with call reluctance at the end of this
chapter.Taking Money from Strangers
To emphasize the importance of reaching out to let people know
about your business, we often ask clients to make a list of everyone
they know. After you have done this, ask whether this list provides
enough qualified prospects for you to create a large and growing in-
come. Almost everyone who completes this exercise concludes that
to produce the income they are looking for, they must reach out to
strangers as customers.
Even though making effective cold calls may be uncomfort-
able at first, it is definitely a skill that will pay you high dividends
for a very long time. Selling on the phone is generally a bigger
challenge than in person, because you receive no visual informa-
tion from your customer. For this reason, beginning on page 231
we present two annotated scenarios of applying the Sales Map to
cold calling. In both cases, the dialogue text presents the actual
conversation and the narrative text describes the insights and the
process that takes place in the mind of the savvy salesperson.
Although this fact may be obvious, in cold calling you must real-
ize that the person you are about to call is not sitting at home wish-
ing for someone to call and offer products and services. Your call
represents an interruption to its recipient. You have about 20 sec-228 Learning to Sell the Easy Way