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Executive Summary -Survey- Is Cold Calling a Positive Sales Tactic?
Consumers universally dislike receiving cold calls, and even sales professionals report (by 69% to 31%) that they have unfavorable reactions to cold calls. Cold calling is an inherently antisocial behavior, and its effectiveness – already decreasing – is certain to decay even further in the coming years. Salespeople who hang onto the belief that cold calling is a sustainable method for making sales are falling victim to errors in reasoning and need to reevaluate their techniques in order to thrive in the future.