Cold Calling for Cowards

By Marty Nemko

Jerry Hocutt, who runs "Cold Calling for Cowards" seminars (800-378-5941) says that you'll be braver if you keep a 3"x5" card with the word "coward" by your phone. Then, just before making that cold call, instead of trying to eliminate your fear, intensify it. Actually try to be a coward: try to shake; try to hyperventilate; try to have your mind go blank. A paradox usually occurs--your cowardice actually dissipates and you become calmer and more confident. I've suggested it to two clients. The result? As Siskel and Ebert used to say, "Two thumbs up."