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...
Via Martin Gysler