Some people love cold calling, some hate it. But with the right approach everybody can excel at it. Wendy Weiss, author, speaker, sales trainer, explains why your personal feelings about cold calls don’t matter. Prospecting is a necessary business process, and it can be managed and optimized just like any other business process. With a well-researched step-by-step approach, including who you’re targeting and what you’re going to say, anyone can stand out and drive more business.