There are two reasons for cold call reluctance and we owe both to our mothers. The first comes from your mother's constant reminders about not talking to strangers. The second comes from the fact that as children, we always got in trouble whenever we did something "on purpose". Then, we grow up and get a job in sales and are in a state of total shock when we are told that our "raison d'être" is to talk to strangers on purpose.

If you don't think that these have an impact on you, you're not being honest with yourself. As gifted as some can be at talking to strangers, there is still that subtle relief when we dial a new prospect and get their voice mail instead of them. The willingness to do simple things like cold call or prospect in any number of ways is easily sidetracked when the phone rings or someone walks by with a good story.

In order to beat the brain at the game it likes to play most, keeping us where we are doing what we have always done, we must make a very personal and committed decision to live our lives on purpose. Here is a six-step program for getting new result from your efforts:

1. Decide to make a specific change in your behavior to get a specific result in your sales career. If you are looking for some good behaviors, you might want to listen to The Art & Science of PRINTING SALES. There are 20 hours of good ideas on what a salesperson should do with their day. Whatever you decide to change, write it down and be very specific. (e.g. I will call prospects everyday until I get five on the phone who will look at printed information and consider meeting me).

2. Consider what new belief or beliefs you may require in order to make these changes. Beliefs are the cornerstone of our actions. If your current beliefs are not getting you to take these new actions, then you will need some new ones. (e.g. I deserve success. I am a talented salesperson. I am willing to earn people's trust, respect and business through hard work).

3. Make a decision to gather whatever new information you may require in order to create these new beliefs. It may be a book on positive thinking or a tape series on closing skills. Whatever it is, get the information and read it or listen to it. New beliefs come from new information forged through a combination of pain and pleasure according to Sigmund Freud. Gather and process the information, and you will have the foundation of a new belief.

4. Make a pain and pleasure list. Make one column a list of all the painful things that will happen to you if you do not make these changes or create this new belief or beliefs. Make the second column a list of all the pleasurable things that will occur to you when you do make the change in behavior.

5. Create a simple list of actions to take on a regular and consistent basis that will affect the new results you are committed to making.

6. Create a timeline for carrying out the new actions that includes daily, weekly, and monthly objectives to achieve and measure.

Socrates said that for every cause, there is an effect. Set a new cause in motion and you will surely get a new effect. The easiest way to do this is to make a decision to live your life on purpose. Sell your products and services on purpose. Build the empowering beliefs necessary to carry out the actions that can make you soar on purpose. You are incredible. In fact, you are God's greatest creation. Be incredible.