I think a lot of people get caught up in the word 'cold', however what's most interesting about calling potential clients is the warm part of human nature and e

I think a lot of people get caught up in the word 'cold', however what's most interesting about calling potential clients is the warm part of human nature and emotion. These elements of a sales pitch are learned in the form of raw feedback with the client on the phone. You can learn a great deal about human nature talking to people and selling them things. As a matter of fact I find that learning human psychology from books, or basing decisions purely off of numbers to be the 'cold' method. I think that the article itself is pointing out that cold calling is useful not simply for sales, but many other areas that will benefit your business. For example, strategic business partnerships, advertisers, public relations and surveying your customer base. In my experience cold calling, the people who only care about price are the tough nuts to crack. They usually ask the question within the first call as a 'time saver' and this can usually be side stepped with a qualifying question. Some sales people even think that these types of clients are not worth time spent on them, but I think handling the price objection is essential to progressing in your skill as a sales person. A few of the types of clients that prospecting uncovers that buy are clients who have a genuine need (easy to sell, sometimes hard to service), information gathering 'tire kickers' who are converted with the benefits, and personable people who prefer service to price that are converted to a sale with personal touches.