I've stated time and time again that cold calling does not work. Time and time again, I receive emails from people insisting that cold calling works, and not a single one of them has been able to document this. Well here is documentation that cold calling does not work.
I'll say that again - HERE IS DOCUMENTATION THAT COLD CALLING DOES NOT WORK!
This article discusses a study by the Kenan-Flagler Business School of the University of North Carolina which shows that approximately 80% of executives state that cold calling is not an effective way to reach them, and that they do not make purchases via cold calling. Click here to read the full article.