Cold calling is described by some as the ‘necessary evil’ to sales success.  Yes, it is necessary, but ‘evil’?  It is evil if you handle it like those telemarketers who call you at dinner time and jump into their sales pitch.  We all know why they do this – they get some form of credit for having delivered their sales pitch or ‘script’.  Their entire sales process is within that one call. 

For sales professionals, cold calling is just the first contact, not the only one.  It is an introduction into an organization from which there may be an interest from both parties to work together.