Cold calling is still a viable new-business development approach for most security salespeople. In some markets, such as small New York delis where the owner is likely behind the counter, face-to-face cold calling may be a strong approach.
Due to voicemail and caller ID, telephone cold calling is diminishing in its effectiveness. It’s simply too easy for busy decision-makers to avoid a call. And most salespeople don’t yet know how to use text messaging as an effective prospecting channel.