The 7th Sandler Rule is that you never have to like prospecting, you just have to do it. However, I would add the caveat that you have to do it well.
What does that mean exactly? Prospecting is the act of finding people who need your product or service amongst a crowd of suspects. You are not trying to convert suspects into prospects, but rather determining who could really benefit from what you are selling.
Prospecting includes a lot of Cold Calls, which can be intimidating. Mattson uses the analogy of casting a fishing net to compare what Cold Calls do for prospecting. When you cast a net, you may only catch a few of the fish you are looking for and have to throw back those that are too small.
This is similar to Cold Calling. You may make hundreds of calls and only find a few prospects. This is where the “do it well” concept comes in. Though Cold Calls can be exhausting, it is important to give the same amount of attention and enthusiasm to each new call.
It doesn’t take long to get burnt out from Cold Calling. After dozens of rejections, you may just want to hang up on yourself. Similar to Steve Martin’s character in the clip below.
Instead, think to yourself each time you dial “this suspect is the diamond in the rough, the needle in the haystack; they could be a prospect so I will give them my all.”
Doing this will keep your Cold Calls from becoming stale, and decrease the chance you miss out on a prospect because of a defeated or bored tone of voice.
Ethan David 
Aliyah Shelatz
Absolutely! It’s very hard to keep up the same energized characteristics through every prospecting situation, but so, so important
I agree Maddy, Cold Calling is absolutely deplorable. I worked in a telemarketing call center over the summer, and it sucked the life out of me! 99.9% of people on the other end of the line do not appreciate the interruption. Even when you DO make a sale, you still feel crappy because you know they don’t really need it.