Prospects are busier than ever. They have more choices, and better information. They have more salespeople calling on them than ever before. Most importantly, prospects buy differently today than they did just 10 years ago.

But for a variety of reasons, many sales organizations still cling to cold prospecting as their primary method to develop new business … ignoring the potential of technology … and marketing … while wasting the valuable time and energy of their salespeople.

Here’s what I realized: I’m good enough at sales. You are probably good enough at selling too. Most of us who’ve been selling our entire lives have attained enough muscle memory to be a competent closer.

Put me, or you, in a room with a good prospect, and we’ll have a pretty good chance of closing that sale. For most sales professionals, our lack of sales skills is largely not the problem. The problem for most salespeople today is getting the attention of our most desirable prospects. The real challenge is getting the opportunity to sell, getting the appointment.