In B2B, there is a sales activity called Appointment Setting. Appointment Setters do nothing but cold calling and scheduling appointments. They don't attend mee

In B2B, there is a sales activity called Appointment Setting. Appointment Setters do nothing but cold calling and scheduling appointments. They don't attend meetings or, in many cases, even work for the company that has something to sell. They learn just enough to know whom within a company to target. Appointment Setters typically are paid in part based on the number of appointments they set. You don't hire them as much as you turn them loose... These are the purest hunters and good ones are relentlessly effective. Once the appointment is set, the person who actually makes the sales visit is a specialist in selling the product. If the product or service is highly technical, the sales person may be backed up by sales engineers, who join the sales process at the point that the prospect is making a more serious inquiry. Sales engineers may just respond to technical questions, or, they may actually develop prototype or demonstration implementations of the product. Pairing up Appointment Setters with introverted technical sales personnel can be an effective strategy to maximize sales production. In the end, companies that succeed have learned how to best sell their products and services, whether it's a smartphone cover and no humans are involved in a sales transaction except the customer, or whether it's a weapon system sold to the Air Force that keeps a sales team of 20 busy for years, or your local Toyota dealer. There is no one-size-fits-all, but if you need to figure out how to sell your stuff, you can look at successful companies that reflect yours to learn what worked for them, and then assimilate what looks effective for your business, instrument the process, and iterate.