Believe it or not, Carl Lewis has undoubtedly been one of the greatest athletes in US sports history. During his career he won nine Olympic gold medals and eight World Championship gold medals. He became an athletic icon.

But this iconic status got somewhat shattered when, in 1987, he decided to get into music, and created the pop “masterpiece”, entitled “Break it Up”.

Rightly or wrongly many of his fans started ridiculing Carl for his musical act.

So, what does this event have to do with cold-calling?

Well, just as Carl’s brave act alienated him from lots of his fans, cold-calling alienates sellers from their target markets.

Today, in the age of suspicion and scepticism, buyers regard cold-calling, that is, calling them, a hanging offence, and I bet some of them are working hard on criminalising cold prospecting.

Buyers rightfully believe they have the right to buy whenever they are ready, not when sellers try to ram something down their throats.

And buyers raise massive walls, well, peddler fodders, to keep peddlers outside of their operations at a safe distance.

And what do sellers do?

Well, this is what we try to figure out this month’s brain-boilingly stupefying episode of Tomicide Solutions, entitled, Three Practical Objections Against Cold-Calling To Sell Premium IT Solutions.