Like most sales lead consultants, I do not advocate cold calling . However, I acknowledge that cold calling is necessary at times.
You need prospective clients and customers: If you don't have a customer list from which to solicit referrals, and you also lack an advertising/marketing budget, cold-calling to a highly targeted list is the fastest route to finding high probability prospects.
A High Probability Prospect is one who wants, needs, can afford, and is ready to buy your product or service- now. Those who only want, need, and can afford- but are not ready to buy now- are prospects that you will not meet with now. But, you will continue to contact in the future, until they are ready to buy.
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