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 from 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.

Cold acquisition usually involves the use of the telephone (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.

Due to the legal ban on sending unsolicited e-mail, this medium cannot be used for cold acquisition, or can be very difficult.

The opposite of cold acquisition is warm acquisition.