Youβre reading an excerpt of Founding Sales: The Early-Stage Go-To-Market Handbook, a book by Pete Kazanjy. The most in-depth, tactical handbook ever written for early-stage B2B sales, it distills early sales first principles and teaches the skills required, from being a founder selling to being an early salesperson and a sales leader. Purchase the book to support the author and the ad-free Holloway reading experience. You get instant digital access, commentary and future updates, and a high-quality PDF download.
Cold-calling is the epitome of everything that scares first-time sales staff. While not face-to-face exactly, itβs a synchronous interaction with the very person who can reject your solution, which, of course, your own personal worth is pretty heavily tied to. Why would I possibly want to put myself in a situation where someone could stomp on my product and, by extension, me? For a lot of reasons, actuallyβbecause synchronous verbal communication, miraculously, is a really rich way of communicating and gathering information. Itβs almost like it might be one of the linchpins of the last few hundred thousand years of human evolution!