Peter Koures is a Medical Specialty Sales Representative who says he is adept at cold calling prospective customers. He is currently working for Interpace Diagnostics / Transgenomic Labs in Charlotte, North Carolina, and has more than twenty years of experience in the pharmaceutical and medical specialty industry.

But Peter Koures knows a lot of sales people are not entirely adept or even comfortable with cold calling. He says that when he hears that, he tries to advise other sales reps that cold calling is necessary and a traditional early stage in the selling process, and that the selling process is what it’s all about.

Cold calling abilities, says Peter Koures, can also be useful in other areas of business and work communications, those beyond sales activities and selling. Good cold calling, he goes on, is a fundamental and transferable skill, the basic principles of which are typically found in the behaviors and techniques of all great entrepreneurs and leaders.

It’s all a matter of how you see it, he says. Successful cold calling relies on the attitude of the cold caller. From a negative or passive point of view, it is a numbers game where the phone call isn’t much different from a junk mail leaflet. But viewed in a more positive light, says Peter Koures, cold calling can be potent, and even empowering.

Cold calling, Peter Koures says, allows the sales rep to take the place of existing suppliers and pre-empt the competition. It allows the caller to identify and create new business possibilities, become known as someone who can make things happen, build their business and personal reputations beyond job title and pay grade, and establish relationships and a respect that are beyond ordinary sales responsibilities.

So it’s worth making the effort to see cold calling in a different light, says Peter Koures, because it holds so much potential if the caller has the right attitude and understanding of the promise and possibilities. People who are adept and successful at cold calling can quickly become extremely independent and powerful. Successful cold callers are always in demand and can always make things happen, says Peter Koures – for themselves, and for other people.