To eliminate your resistance to cold calling, try this exercise the next time you prospect. Unhook yourself from the outcome and from the possibility of a rejection, and focus solely on uncovering the prospect's needs, providing solutions, and giving value. You'll notice that this shift in your mindset will produce the outcome you want with less effort; that you will attract new customers without having to push.

Amend your thoughts and beliefs so that they enhance you without controlling or consuming you. When you can improve your outlook to see cold calls as a means to bettering your service, you'll find the permanent solution to eliminating your reluctance and accelerating your cold-calling success. Hey, you might even enjoy it!