Cold calling is a technique in which a salesperson attempts to engage a prospect who has not previously expressed interest in the offered products or services. Cold calling typically refers to solicitation by phone or telemarketing, but can also involve in-person visits, such as with door-to-door salespeople.
Cold calling is commonly used in telemarketing, and only produces maybe a 2% success rate for the most skilled professionals. Successful cold-call salespersons should be persistent and willing to endure repeated rejection. To be successful, they should adequately prepare by researching the demographics of their prospects and the market.