Cold Calling: What Does it Involve?

Definition and explanation

Cold calling in the context of business involves making unsolicited phone calls or visits to potential customers who have not expressed interest in the product or service being offered. The goal is to generate new leads and sales opportunities, but it is often met with resistance from potential customers who may feel pressured or interrupted. Cold calling requires a high level of persistence, communication skills, and the ability to handle rejection. It can be an effective method for some businesses, but it is not always well-received by the individuals being contacted.

Why it matters in sales

Seth Godin would argue that cold calling is a necessary evil for any sales organization. Yes, it's uncomfortable and often met with rejection, but it's also a powerful tool for generating leads and increasing sales. After all, how else will a salesperson reach potential customers they don't know exist? Cold calling requires the kind of grit and determination that separates the successful salespeople from the rest. It's not for the faint of heart, but those who master it will see the benefits in their bottom line.

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