Mastering the art of the cold call is the greatest skill you can learn to enhance your B to B sales career. It will pave the way for success in sales while making you one of the most valued employees in your organization. Most companies try to sell their products or services using marketing and advertising, but very few practice cold calling. The problem is that all the marketing and advertising does not get a contract signed, a salesperson does. In a perfect world, customers would call you up and place orders, unfortunately, this does not happen too often. Companies want to sidestep the issues of sales by using marketing and advertising. You can do this for a while but it's way more expensive per sale than companies can sustain in the long run. Companies need to proactively seek sales and the only way to do this is to target potential customers and cold call them. Without question its the only way things get done.