A friend of mine forwarded an email she received today. It's an ad from another sales coach, and talks about a couple who suddenly became successful because they used this person's training course to learn to "like" cold calling, and now that they "feel good" about it they're much happier. (Actually it never does say they've become successful, it just says they've learned to enjoy cold calling.)
So ... if you feel good about cold calling, it is not a waste of time? Gee, talk about selling to people's insecurities to make a quick buck!
As Mr. Barnum said, there's one born every minute. Stay away from this nonsense and the charlatans who make claims that they can train you to enjoy cold calling. There is far too much proof to show that cold calling doesn't get sales, whether you enjoy making the calls or not - in fact a university study showed that over 80% of executives absolutely will not buy from anyone who cold calls them!
Don't waste time with cold call training - learn what works instead. You'll make a whole lot more money and it's much easier than fooling yourself into the idea that you can "like" cold calling.