In recent years, cold calling has become synonymous with rejection and failure. What was once centric to B2B sales success, is now presumed obsolete by many. In fact, less than 2% of today’s cold calls actually result in a meeting (source) and 63% of sales professionals say it is what they dislike most about their job (source).
While there has been research published to support this perception, there is also strong evidence which points to the contrary, highlighting the vitality of cold calling in the modern day B2B landscape.