The Problem With Cold Calling

There are two main problems with cold calling. 1) If the topic is not timely and pertinent then it is avoided. A cold call is always untimely by definition. As a culture we have developed tools over the last decade to protect ourselves from random intrusions on our time (eg. email, search engines and social media). 2) Statistics show that fewer and fewer people answer their phones. Although there are “brute force” technologies to facilitate more “cold” conversations the first problem remains. Asynchronous solutions allow consumers to be gradually warmed to a discussion — and that’s what we want, discussions, not cold calls.

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