--- title: Why You Must Not Fear Your Client | The Sales Blog description: Fear has no place in sales. You are now being told that you must not use any form of cold outreach to engage your prospective client. To do so, image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_565499320.jpg --- ### [Now booking SKO meetings for 2026/27! 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You are now being told that you must not use any form of [cold outreach](http://thesalesblog.com/2018/06/01/the-cold-call-is-alive-and-well/) to engage your prospective client. To do so, say some, is to destroy your chances of developing relationships and making your intentions suspect. You are no longer allowed to be a hunter, and instead, you must be a fisherman, leaving lines in the water and waiting patiently for opportunities to come to you. You are also being told that you have no insights that are outside of what your clients already know, thanks to the [information parity](http://thesalesblog.com/2013/02/24/if-there-is-information-parity-its-your-fault/) provided by the internet. It’s a mystery how one might gain the hundreds and thousands of experiences you and your company have gained by helping that same number of clients over the course of your lifetime—and the collective experience of your company over its existence. They say it’s the internet, but information and wisdom are distinct and different things. You are being told that your prospective client now has all the power in the relationship. Armed with the internet, they are increasingly taking control of the process of buying, and anything you do to try to help control the process is simply you being pushy, self-oriented, smarmy, and old school. Even though this is not what salespeople are experiencing by proposing and [helping their clients take the necessary steps to make a change in their organizations](http://amzn.to/2hXXgCx)—and even though the [research shows that the truth is quite the opposite](http://thesalesblog.com/2017/02/22/say-imperative-agree/) of what you are being told by pseudo-experts. What you are hearing now is not the truth. For a long time, salespeople were trained and taught approaches that were in fact designed to take advantage of their customers and clients. They used high-pressure sales techniques and tactics, so much so that laws were made to allow consumers to rescind a contract within three days of its signing. Now, however, you are witnessing [a new generation of charlatans and frauds](http://thesalesblog.com/2018/03/15/a-list-of-sales-improvement-frauds/) categorize cold outreach as something on the same level as a high-pressure sales tactic. You must resist this line of thinking. To succeed in sales, you must be someone who believes themselves to be a [peer](http://thesalesblog.com/2014/05/11/you-sell-as-a-peer/), someone with insights worth sharing and advice worth following, and someone who is a strategic partner and an integral part of the client’s decision-making around the outcomes they produce. To be something less than this is to be someone who is subservient, timid, and not worthy of being a real partner. There is a difference between being consultative and being milquetoast. Being other-oriented is not the same thing as the total and [abject wimpification of the professional salesperson.](http://thesalesblog.com/2016/11/04/the-wussification-of-the-american-salesperson/) If you are afraid to make a phone call, you are not going to be anyone’s trusted counsel. Don’t let anyone feed you their fears, especially when they do so to gain attention and money by preying on other people’s lack of confidence. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2018](https://www.thesalesblog.com/blog/tag/2018) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on June 29, 2018 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" : "2021-09-17T1:38:43 PM", "datePublished" : "2018-06-29 21:27:34", "description" : "Fear has no place in sales. You are now being told that you must not use any form of cold outreach to engage your prospective client. 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