Cold calling is a kind of marketing technique adopted by companies for the purpose of prospecting for possible customers or clients. Cold calling is usually done with the use of telephone, by the sending of emails or most lately through the use of various social networking sites. The people that are approached do not expect such interactions from the companies that employ cold calling. The use of the word “cold” is based on the fact that the person who receives the cold call has not asked to be approached or contacted by the caller which is usually a sales person. Cold calling is normally the starting stage of a sales process more commonly known in marketing as telemarketing.
Cold calling normally involves contacting prospective customers for the first time through the use of a telephone. However, cold calling nowadays may also refer to the act of first time face to face interaction with a customer. These interactions are done without any prior appointment with the customer. With face to face interaction, the salesperson engages the customer in the house of the said customer or in any other commercial premises. Cold calling can also be called by other terms such as canvassing, prospecting, telephone canvassing or telephone prospecting. Traditionally, the sales person makes cold calls by canvassing for a prospective customer through door-to-door selling or what is known as door-knocking.
Cold calling is considered as an important stage as well as an effective technique in the art of selling. Cold calling capabilities can also be useful in other aspects of business where communication is vital. As such, cold calling can be beneficial to companies for other purposes that may already be outside the selling activities of the company. Wherever cold calling is employable in the business, it must be understood that the methods that are used in cold calling remain the same.
It is good to remember that good cold calling has to be performed properly in order to be effective in this selling technique. People that employ cold calling must never treat this technique as a mere numbers game. Cold calling is a basic selling craft that is highly transferable or can be emulated for as long as those that want to acquire the right skills in cold calling are willing to learn from the experiences and behaviors of veteran salespersons, business leaders and the average but successful entrepreneurs. The person that wants to learn the skill of cold calling must possess good business sense and the right attitude. Patience, consistency and honesty are just some of the characteristics needed to be able to effectively develop the skill of cold calling.
In a nutshell, cold calling is a learnable skill of offering a sensible selling proposition to somebody in a professional, open and meaningful way. All successful entrepreneurs and business leaders possess this kind of skill or else they would not be successful in their field of business. Therefore, cold calling when combined with conscientious initiative and action can be a perfect recipe for a guaranteed success in any endeavors that requires patient selling of merchandise or services.