What is a cold call in the context of sales?

A cold call in the context of sales is defined as an unsolicited call to a potential customer to introduce a product or service. This approach is often used by sales professionals to reach out to individuals or businesses that have not previously expressed interest in the product or service being offered. The goal of a cold call is to initiate a conversation and build rapport, with the hope of converting the prospect into a customer.

Cold calls are typically characterized by their spontaneity, as the sales representative has not established a prior relationship with the recipient and is reaching out without any prior interaction to gauge interest. This makes cold calling a strategic approach in sales, as it expands potential outreach and allows salespeople to present their offerings to a wider audience.

In contrast, follow-up calls to previous customers, scheduled meetings with known clients, and calls made only during business hours do not fit the definition of a cold call, as they involve some level of prior engagement or arrangement. Thus, the definition that highlights unsolicited outreach is the most accurate description of what constitutes a cold call.