Regardless of the industry you’re in, chances are, you’ve heard the term “cold calling.” But what is cold calling exactly? And is it legal? This article will help answer these questions and demystify this often-misunderstood marketing strategy.
What is Cold Calling?
Cold calling is a marketing technique in which salespeople contact potential customers who have not expressed an interest in the offered products or services. Salespeople make cold calls to build relationships with potential buyers and inform them about the products or services offered by their company.
The main purposes of cold calling are to introduce the company or product, gauge the prospect’s interest, and hopefully, convert the prospect into a customer. This technique is widely used in various industries, including insurance, finance, and sales sectors.
Traditionally, cold calls were conducted over the phone, which is still the most common medium. However, with the advent of technology, cold calling has evolved and can now be conducted through different channels such as emails (known as cold emailing) and social media platforms.
Is Cold Calling Legal?
The legality of cold calling depends primarily on where you’re located, as different countries enforce different rules and regulations regarding unsolicited calls. Here’s a general overview of some key areas:
- United States. The United States allows for unsolicited telemarketing calls, although it prohibits certain practices. The Federal Trade Commission enforces the Telemarketing Sales Rule, which protects consumers from fraudulent telemarketing calls. In addition, the National Do Not Call Registry puts further restrictions on who businesses can cold call; if someone has registered their phone number on this list, unsolicited sales calls to that number are generally illegal.
- Europe. In Europe, cold-calling regulations are stricter. In order to make unsolicited calls, businesses need explicit consent from individuals before doing so. Exceptions can apply if the company can demonstrate a legitimate interest in making the call.
- Australia. Australia also has a Do Not Call Register, which was implemented in 2009. It is generally illegal to make unsolicited calls to numbers on this list, but certain exemptions exist such as calls made by charities, educational institutions, and market research firms.
- Canada. Canada’s Anti-Spam Legislation (CASL) restricts businesses from making unsolicited cold calls. Businesses must have consent, either implied or expressed by the recipient, before they can make such calls.
Cold calling is not inherently illegal. However, regulations do exist that limit its practice. These regulations are primarily enacted to protect consumers from fraudulent and misleading telemarketing practices; therefore, businesses should consult with a legal expert or conduct thorough research before proceeding with a cold calling campaign.