Becoming Part of the Customer's Team

Cold calling terrifies most salespeople more than losing their biggest account. The rejection. The hang-ups. The voice telling you that you're bothering people who don't want to hear from you. Before transitioning into sales, Steve Munn spent nine years as a professional hockey defenseman. As a hockey player, his job was to make life difficult for the other team and absorb whatever they dished back.  "Part of it was getting punched in the face," he said on a recent episode of the Sales Gravy Podcast. "If I get a no from a prospect, that's maybe a bad day, but it's certainly not as bad as getting a concussion or a broken nose again." That perspective shift, understanding what actually constitutes a threat, changes everything about how you approach cold calling. It goes beyond being tougher or having thicker skin. Your Fear Isn't About the Call Most sales professionals will do anything to avoid call blocks. They'll update their CRM. Reorganize their pipeline. Respond to emails that could wait three days. Anything but pick up the phone. The problem isn't the person on the other end of the line. You don't want to be the one who fumbles, doesn't have the right answer, or proves you don't belong in that conversation. Imposter syndrome thrives in sales because every call is another opportunity to prosecute yourself. Every objection becomes evidence that you're not cut out for this. Every hang-up confirms what you secretly suspected: You're bothering people who have better things to do. That internal narrative is all in your head, and it's costing you deals. Get Your Mind Right First You can't make effective cold calls when you're living in your head. Anxiety, overthinking, or trying to sound perfect makes every conversation feel forced. Nothing bad actually happens on a sales call. Your life isn’t in danger, and a hung-up phone or curt “not interested” barely registers as a problem. The best cold callers aren't fearless. They're prepared mentally before they start dialing. Find what gets you into the right frame of mind: review recent wins, remind yourself that you’re solving real problems, or call a colleague for perspective. The goal is connecting with another human, not executing a perfect pitch. People can tell the difference. Separate Message From Delivery When someone says "we're all set" and hangs up, they're not making a judgment about your worth as a salesperson or a human being. They're communicating one thing: They're not interested right now. The delivery might feel harsh, and the tone might sound dismissive. But the message is simple and impersonal. Athletes learn this early. Coaches scream. Teammates criticize. Opponents talk trash. If you react emotionally to how something is said rather than hearing what's actually being communicated, you become ineffective. In sales, the same principle applies. When you stop taking the delivery personally, you can actually hear what's being said. Sometimes what sounds like a hard no is actually "you haven't given me a reason to care yet" or "call me back in six months." You Don’t Need to Know Everything One of the biggest barriers to cold calling is the belief you must have all the answers. You hesitate because you think, "What if they ask something I don't know? I'll look like a fool." Here's what that thinking misses: You have a team. No salesperson operates in a vacuum. You've got service teams, technical experts, partners, and colleagues who collectively know far more than you do individually. The expectation that you should show up with encyclopedic knowledge is self-imposed and unrealistic. What matters on a cold call isn't demonstrating expertise. It's demonstrating curiosity and commitment.  When you release yourself from the pressure to be perfect, cold calling becomes about investigation rather than performance.  Ask Questions Nobody Else Does Most salespeople treat cold calls like a race to present their solution.