What is cold calling exactly? Cold calling is essentially the task of reaching out to potential new customers that have not expressed an interest in your product or service. This task is not for the faint of heart. Cold calling takes perseverance, grit, and determination. Using an outbound prospecting software can help make the process of cold calling function more efficient for your team. Cold calling does have a negative connotation as many people dislike receiving solicitations whether they be on the phone or even in person. You may be wondering, “Why do businesses continue cold calling?” The short answer – because it works! Cold calling is a tried and true method of obtaining new business across industries. Below are a few examples of ways you can help your team improve their cold calling techniques.