As a techie , I dreaded making sales calls. I hated my accent, I hated my voice and I dreaded being rejected.

Then recently someone on HN mentioned this book "Go For No" by Richard Fenton and Andrea Waltz. I have it on my kindle and it changed my attitude towards sales. I have yet to get traction with my bootstrap but I am learning more with each conversation. Rejection is so much more informative than A/B testing you web page.