Essential Reading! Get my 3rd book: Eat Their Lunch “The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition.” Buy Now What you believe has a way of manifesting itself in your life.If you believe that cold calling sucks, that it’s miserable work, that it no longer works, and that it is a waste of your time, that belief will become your reality. It doesn’t matter that it isn’t true, and it doesn’t matter that countless salespeople are winning multi-million dollar deals using the phone.You don’t have to believe the opposite. There is an intermediate step you might take. You might try on the belief that cold calling is an acquired skill, that the reason you don’t like it is that you lack that skill, and that by working to change yourself you can change the results you produce through this one effective way of prospecting.Maybe you hold the disempowering belief that selling sucks. You might decide to frame the fact that some prospective clients aren’t interested as too many vendors calling on too few targets (there is some truth to that, I admit), and you might choose to believe that the only people winning are doing so unfairly, that they are doing something illegal or immoral. If you hold these beliefs, I promise you will stack up hundreds of points of evidence to prove your case. But that evidence won’t result in new business.Selling isn’t getting any easier, and it isn’t for the feint of heart. You need real chops in the way of business acumen and situational knowledge. You need confidence in your ability to make a difference. You need the right language to resolve the concerns you hear form your prospects in a way that allows them to say yes.You won’t change the outcomes you are getting in sales (or anything else in life) without first changing your underlying beliefs. If your underlying beliefs are negative, they are automatically disempowering. If your underlying belief is that you are a victim, that “they” are responsible for your results, you won’t do what is necessary to improve.If you want a change in your results, first explore your beliefs. Identify your negative beliefs and work to shed them.Replace your negative beliefs with positive, empowering beliefs.Recognize that your beliefs are what drive your actions, and your actions are what drive your results.Here is the rub, even if you take action in spite of your negative beliefs, your negativity betrays you and you still get poor results.QuestionsWhat negative beliefs do you hold? Think of something you don’t enjoy? What do you believe about it?What negative beliefs have you swapped for positive, empowering beliefs?What disempowering beliefs do you need to shed now?