According to an S&MM/Equation Research survey, 42 percent of 355 respondents say their reps are least motivated to make cold calls. So how can managers help coach their sales reps through this necessary evil? First, help reps determine what the goal of the conversation is. Is it to get an appointment or more information? This will help the rep manage her expectations, says Wendy Weiss, a New York–based sales coach and author of Cold Calling College. Create a script and role-play, if necessary. "How will you respond to objections and questions, and how will you listen and have a conversation with your prospect?" Weiss says. Managers might also consider an incentive to help motivate. "Come from a positive standpoint, maybe offer a prize for getting to a certain level of calls. Or develop a buddy system so that your reps can coach and egg each other on," she says. And it's always good for managers to help their reps think more positively. "Instead of thinking about the worst-case scenario, ask them, 'What could be the best possible phone call you could make?'" Weiss says. "Replace the negative story with a positive story."