A Cold Call By Any Other Name

By Tibor Shanto
The expression ‘Cold Call’ brings an immediate visceral reaction from people, when it shouldn’t. Most picture opening the yellow pages, picking a business at random, dialling and barking “Wanna buy, wanna buy, wanna buy?”  on the other hand, a cold call by another name is just direct contact.
When I say cold calling, I specifically refer to calling someone when that call is not previously scheduled. It doesn’t matter how much prior contact you may have had on LinkedIn, maybe they attended your webinar, or met at a network meeting. If the call is not pre-scheduled, it is cold. All those “best of breed” companies who call you the instant you download something, well that call is a cold call. But I understand that labels count, impact how we look at things, so let’s change the context. What if we looked at cold calls as an alternative way of saying