Should cold calling be part of your new business strategy?

There are a lot of sales management teams that struggle with the idea of cold calling and may hesitate to adopt this method as part of their sales process. I often get asked whether I think it is viable in the modern world.

To this question I answer, "absolutely, without question." It is just a matter of the manner in which you carry out the cold calls. I think that is really critical to determining whether or not to adopt this process, as you cannot approach all cold calling in the same way. The days of the sales rep cold calling in an old-school kind of way, whether it is heavy-handed, manipulative or high-pressure oriented, don't work in the modern business world.

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