Cold-calling is the art of creating a new possibility. When someone makes a cold call, they're often focused on "I have to get this meeting. I can't blow this. I need this deal." They're so focused on themselves and their own agenda that they can't create possibilities.

You have to understand the prospect's greatest pain and how you can align their pain with the value that you can deliver. The only way any salesperson can do that is by discovering where the prospect is today and where they want to be tomorrow. Keith Rosen shares how to do that in this episode of Sales Reinvented.

Outline of This Episode

• [1:00] What is cold-calling? Is it still relevant?
• [5:00] Is there a science to cold-calling?
• [16:24] Keith's top cold-calling dos and don'ts

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