There has been an interesting discussion on Linkedin about whether cold calling is a dead art. As you can imagine, 95% of comments have indicated in essence, “Only fools cold call. Networking is the key.” I say you must cold call, but not for the reasons you think.
A cold call is nothing more than a first-time, proactive contact. In other words, whether you are networking, sending an e-mail, linkedin, twittering, blogging, following up on a referral or attending an event, to “cold call” merely means to make that first proactive contact. The only non cold call is when you are returning a phone call or returning an e-mail.
How you cold call is up to you…The quicker you realize this, the more successful you will be.