Cold acquisition

Also known as: cold calling

Cold acquisition is approaching potential customers who do not yet have a relationship with the company. Often the individuals or companies are obtained through an external database. Cold acquisition thus has a potentially very large reach. However, because an offer is made from scratch, this form of acquisition is less effective. The result depends on the quality of the database used.

Different methods of cold acquisition

In cold acquisition there are 3 commonly used methods. The most commonly used method is approach by phone (cold calling). However, this form of telemarketing usually produces mainly negative responses. Mailings are also used. The effect of a written mailing can be increased by calling the recipients after receipt. This is because without follow-up calls to the recipient, the likelihood of a response is considerably lower. The last method is door-to-door selling. The advantage of this method is that you have personal contact. However, many people, like the telephone approach, don't always like this.

Regulations surrounding cold acquisition

Due to the legal ban on cold calling, cold acquisition can be increasingly difficult to use. Sending unsolicited e-mail, for example, can therefore be very difficult to use for cold acquisition. This is because it is only allowed to mail people who have given permission to do so.

The opposite of cold acquisition is warm acquisition.