I'm sales for a new b2b saas startup with no sales background, but I'm great with people and I can handle cold calling and rejection. I fail all the time, I'm not able to get a response from first contact, I lose contact after a couple emails, on the phone/in person I cant answer a technical question, I provided poor customer service, I went down on price to soon, I sold features not benefits, etc.
The point is, every time I'm successful, I get a response from a cold email, or move a customer further down the pipe towards a sale I take a mental note and also write in my CRM. I'm constantly evolving my pitch as my product and industry knowledge grow. There are dozens of thousands of potential customers so my risk is minimized because any mistake will be between me and them only, and I'm able to fail fast by reaching out to a lot of potential customers.