There are all sorts of synonyms for cold calling. Appointment making, canvassing, prospecting, smoke-stacking. There’s just four.
The understanding though, is universal. Your approach is unsolicited, unexpected and probably unwelcome.
Like many a pseudonym, alternate names are meant to make a dish more palatable. They are euphemisms. Cold calling equals bad, unpopular, rubbish. A new name for it means the pursuit is now miraculously edible, right?
I recently helped a new business team conquer any cold call blues by channelling the trusted advisor route. It’s definitely a kind of 2.0 reboot for the practise. One central tenet is that your objective is simply
to have a conversation.
But what to call this new approach? I shared with the team my snazzy buzzword;
Giggles all round. Yet it is a runner. Time to spread the word…