Cold calling to generate leads is a sales technique where a telemarketer contacts potential customers, or prospects, by phone who have not previously expressed interest in the product or service. It's a proactive approach to introduce the client’s business, gauge the interest of the prospect in the service or product, and try to convert that prospect into a lead, and eventually into a paying customer. The reason why the call is termed cold, is because the lead has had no prior relationship or awareness of the company. Unlike inbound marketing where the customer finds the company, cold calling involves actively reaching out to look for potential future customers. The goal is to initiate a conversation with a telemarketing and appointment setting script, assess the prospect's needs and interest level, and then pass the contact information along to an account executive.