A sales coach compares cold calling to a free roulette spin. Most calls get rejected, but some land deals worth $10,000, $20,000, or $50,000. Since calls cost almost nothing, the math says keep spinning.
Every single cold call, I treat it as though it is a free spin on a roulette board. Now I'm in a casino and the roulette board is filled with the tiny slivers, and most of those slivers say no, or they say F you, or quit calling. But hidden amongst all those nos and F yous and quit calling me are also a sliver that says $10,000, another one $20,000, another one $50,000, and so on. And the catch is, is that I can I can spin this as many times as I want for free. So guess what I'm going to do? Because I know that if me and you and us and you in the audience were sitting at a roulette board of such a nature that we're absolutely free to spin it, you would never be able to get us off the chair. Guess what? Cold calling is the exact same thing. It is pretty much free to make that call every single time you do. And worst case scenario, oh well, you spin again. Best case scenario, you just hit yourself on a sliver that is going to make you tens of thousands of dollars.
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