What does a "cold call" in sales refer to?

A "cold call" in sales specifically refers to an unsolicited call made to a potential customer. This approach involves contacting potential buyers who have not previously expressed interest in the product or service being offered. The primary aim of a cold call is to introduce the salesperson and their offerings to a new prospect with hopes of gaining a new customer or making a sale.

Cold calling is often seen as a challenging technique as it requires significant skill in engaging the recipient and persuading them to consider the product or service without any prior relationship or engagement. This method contrasts sharply with follow-up calls to existing customers, where the relationship foundation has already been established, or calls meant purely for research purposes or appointment scheduling, which serve different goals altogether.