Fear of rejection? Getting blocked by gatekeepers and voicemail? “I’ll just email instead.” We all know how much everyone hates e-mail spam. Even so, many salespeople are still sending introductory emails to decisionmakers. But is that an effective sales technique?

When we’re only focused on making the sale, this is not a natural meeting place for both people. We look at cold calling as an opportunity to assist. Helping people is one of the best character traits we possess.