Now, you might think advice dispensed 20 years ago would not be valid today.
You'd be wrong.
There are a lot of threads on this forum about cold calling.
Here's what Bob Bly has to say about it:
"I never make cold telephone calls to a list of prospects, and for the most part, I advise you to do likewise.
"There are several reasons why cold telephone calling is so ineffective. First, it puts you in the weak, unseemly position of appearing to be "begging" for the work. At worst, it annoys the heck out of prospects, making them totally unreceptive to your message.
"The main reason I don't recommend cold telephone calling is because of a principle taught to me by marketing expert Pete Silver. Pete says that when marketing your services, it's better to get prospects to come to you, rather than you going to them. Cold telephone calling violates this principle."
Bly continues on cold calling in person:
"If you sell to businesses, making a cold call--showing up in the corporate lobby without an appointment and asking to see Suzy Smith or John Jones--is equally bad. It shouts loud and clear to the prospect that you are a person whose time is not valuable--who is not busy and successful.
"Also, cold calls are annoying. I never (bought anything) with them. The ones I respected always phoned for an appointment well in advance.
"Don't make cold calls--especially in person."