Cold Calling

2.1 So-called cold calling is the best and economical method to develop new customers on an ongoing basis. 2.2 Making cold calls is difficult for practically everyone because the concept triggers a basic human emotion, the fear of rejection. 2.3 Many companies have developed a two-phase format for cold calling which has been found effective. 2.4 First is a telephoned cold call. This is a type of limited tele-marketing, the purpose being to arrange a personal call rather than to take an order for a product. 2.5 Studies made at the Wharton School of Business, indicate that people are more comfortable making initial approaches on the telephone. 2.6 For some as yet scientifically unexplainable reason, many people will occasionally interrupt an important meeting to take a strangers telephone call. 2.7 These same people will refuse to see an unscheduled visitor who has taken the time and effort to travel across the country to see them.