Cold calling refers to phoning potential customers without an existing relationship to generate interest in purchasing a company's product or service. It enables direct contact with prospects to initiate sales conversations versus waiting for inbound inquiries.
Effective cold calling requires research and preparation, a compelling opening script, conveying value, overcoming objections, and persistent organized follow-up. While challenged by low success rates, cold calling remains an essential sales skill for outbound lead generation. New tools and training help optimize caller productivity.