Amp Up Your Sales

CHAPTER 24

To Cold Call or Not to Cold Call

To cold call, or not to cold call—that is the question: Whether ‘tis wiser in the mind to suffer The slings and arrows of outrageous rejection Or to take aim against a sea of prospects By e-mail and Linking with them. To call, to fail— No more—and by a fail to say we end The heartache, and the thousand natural shocks That sales is heir to. (With deepest apologies to William Shakespeare!)

Few subjects in sales today generate as much controversy as cold calling. There is a seemingly never-ending debate in sales circles over the relative and absolute merits of cold calling as a method for lead generation and prospect development. With the growing number and increasing sophistication of sales resources ...