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YOU WILL BURN YOURSELF OUT, FOREVER LIMIT YOUR POTENTIAL, ALWAYS DREAD MONDAYS, AND NEVER GET RICH IF COLD CALLING IS YOUR ONLY STRATEGY FOR FINDING NEW BUSINESS And, if you can invest a tiny amount of time and read my book, here's what I promise you: You'll realize new business development (due to various factors, mainly because of increased competition) now requires more effort than in the past, and cold calling (on its own) won't get you to your goal. See Chapter 2. You will also realize that getting a high-value prospect's attention now requires marketing and specialized effort; smart employers recognize this and are adapting. See Chapter 4. How? Those smart employers invest in lead generation marketing, and if you work for one who doesn't, whose sole NBD strategy is to hire more salespeople and make more cold calls, eventually their growth will stall or slow to a trickle. And they'll have an increasingly tough time attracting and keeping talented people like you! See Chapter 10. If you don't work for someone who invests in lead generation... it's okay, don't panic. You can learn how to generate your own leads and develop valuable skills that will turn you into a selling assassin for the rest of your life, and reading this book is a good start! See Chapter 11. Also, you will discover at least one new book (I mentioned several that had a big impact on me) that will end up having a big impact on your future. See Chapter 20. Just imagine, you will go from cold calling to following up or responding to client inquiries. While also positioning yourself as not just another salesperson, but as an authority in your field. You will not spend any of your precious time prospecting, rather, you will be implementing and testing different marketing campaigns. And most importantly, you will have more time to dazzle those clients already willing to meet with you and existing customers; which represents your greatest source of growth and profit.
