There’s no doubt that cold calling has not enjoyed the best of reputations over the years. A badly executed cold call, at best can be irritating to the recipient. At worst, it can end in an abusive interaction by both parties and a slamming down of the telephone.

A carefully tended database should be a fantastic marketing tool for a company. Laden with prospects in the pipeline, contract renewal dates coming up or at least a great foundation for a regular mailing to potential clients – does that look like your database?

It would seem highly unlikely that anyone would be able to build a relationship from a cold call – but this is a fallacy. Every day businesses are finding their clients through cold calling - building profitable relationships that last for years.