Cold canvassing, also known as cold calling, is a business solicitation method that involves customers who are not expecting to receive a sales pitch or call. A salesperson using the cold canvassing technique is typically looking to collect information rather than make an immediate sale.
Consumer reactions to cold canvassing tactics vary due to the unexpected nature of the marketing strategy. Some consumers respond in a negative manner or elect to hang up on the caller completely. A salesperson making a cold call is typically given a list of targets in a region or territory. Cold canvassing is the direct opposite of warm canvassing or warm calls where the consumer has already expressed prior interest in the offered product or service.