How social media is killing off cold calling

Sales teams are finding that social tools can provide a handy, hassle-free substitute for cold calling and direct e-mail outreach. Companies such as use tools such as Twitter as their primary outreach channel, and say the opt-in nature of social communication guarantees better results. “We were reaching people when they wanted to be reached, when they want to have a conversation — not when we wanted to have a conversation,” CEO Craig Robertson says.


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