Cold-Calling Or Not: Pros And Cons | BUSINESS and more |

In sales, it’s nearly always best to have an existing relationship with a potential customer. And if you can get a personal referral, that’s gold.


But there are circumstances and companies where the business model requires cold-calling to drum up new business. Industry data shows that, after referrals, direct telephone marketing is the second-best method for generating new business.

So – to cold-call or not?


Sales pros will tell you that sometimes you have to do a bit of both. Here are some tips for those times when you have to dial for dollars, as well as some ways to avoid doing it whenever possible...