--- title: Your Dream Client Doesn’t Need a Pen Pal | The Sales Blog description: You don’t need pen pals. You need clients. Pick up the phone. Make your cold calls. image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_23249965.jpg --- ### [Now booking SKO meetings for 2026/27! 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A young student might write to a person in some far away place to develop a relationship and get to learn about that person, often a person from another country where the cultural norms might be different. Back then, the costs of communicating via telephone were higher than they are now. But you weren’t hired to find pen pals. You weren’t hired to write to people in hopes that they write you back. You were hired to learn about the other person, to develop a relationship, and then [create opportunities ](http://thesalesblog.com/blog/2013/08/23/your-problem-is-opportunity-acquisition/)to create value for that person. Now, the cost of communicating by telephone is essentially free. The cost of an email is the same, with the exception that communicating by email instead of the telephone isn’t effective, it demonstrates that you believe you have no real value to offer, and that you are afraid to engage with your dream client. Unsolicited emails are no better than unsolicited phone calls. “Spam” is not a term of endearment. You believe you are doing less damage with email, when it fact you are hurting yourself. The most important conversations you need to have with your dream clients are best held [face-to-face](http://thesalesblog.com/blog/2011/03/27/your-communication-preferences-don%e2%80%99t-count/). If that’s not possible, then video conference is second best. Neither of those are good options for you when you prospect, making the telephone your next best choice. The cost of communicating a lack of [confidence](http://thesalesblog.com/blog/2013/09/29/give-them-confidence-a-note-to-the-sales-manager/) is more than you can afford. The price you pay for being perceived as lacking the chops to create value is even higher. [@rachelleoumiller](http://www.twitter.com/rachelloumiller) from PipelinerCRM retweeted my post on the 15 things I would train salespeople to do instead of teaching them social selling. A young man from across pond replied that he believes that cold calling is “both demoralizing and woefully ineffective.” [@salesgravy](http://www.twitter.com/salesgravy) (Jeb Blount) tweeted that “being broke is even more demoralizing–and that is why we dial.” You don’t need pen pals. You need clients. And you think cold calling is old school. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2015](https://www.thesalesblog.com/blog/tag/2015) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on February 9, 2015 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-12-01T3:33:54 PM", "datePublished" : "2015-02-09 19:34:51", "description" : "You don’t need pen pals. You need clients. Pick up the phone. 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