Get the Free eBook! Want to master cold calling? Download my free eBook! Many would have you believe that cold calling is dead, but the successful have no fear of the phone; they use it to outproduce their competitors. Download Now Oh, you didn’t think yesterday’s post was about sales? Here is more about sometimes and always.If you sometimes make your calls, do your prospecting, or nurture your dream clients, you might sometimes produce a result. But those results will mirror your efforts—they’ll be sporadic.Always is the better choice.If you sometimes work to get in front of opportunities, to build value throughout the process, and to create the greatest value for your prospects, you will win—sometimes. But sometimes won’t be enough.Always is the better decision.If you sometimes create a compelling, differentiated value proposition that provides your client with the business case, the return on investment, and the risk avoidance they need, you will sometimes win.Always is more effective.If you sometimes follow up, follow through, and keep your commitments, you won’t do well—even sometimes. You’ll betray confidence and destroy trust.Always is the answer to trust and confidence.Sometimes you will be overwhelmed. Sometimes you will fall ill. Sometimes you will fall short. Sometimes you will completely blow it.But you can always do your very best in that moment.