Cold doesn't work, except for when it does. It's 100% true that there are some people that will never receive or act on a cold email, call, approach. Sometimes that is their problem, and other times it's the fault of the contact. This year I switched insurance providers because I knew who the cold caller was selling, and had wanted to work with them when I started my business. I did not like their formal inbound process because they gave me no indication of price, so I assumed they were expensive and left. It was only when another business (specializing in quotes) came along cold called me that I asked the question and was told that for my exact cover it would cost me half as much (I've never had to use it so it always seems like a waste of money). Essentially my own ego had got in my way. Later in the year I got an email from a directory site (which has not performed), which converted me into a user (not a customer). Later on a warm follow-up call and some sales patter and I'd converted into a paying customer, I'd informed that business what they would need for me to renew next year. They only get one chance at cold, and if they don't perform by July, I'll never pay them again. Probably important is that it was a throwaway amount, and I deemed it would take me longer to deliver what they promised. There is a lot of ritual you'll hear from others in business, like don't pick up the phone, or get off the phone as soon as possible. For the longest time I followed that advice and it didn't get me any closer to reaching my goals. I decided to break the ritual and try something new. So long as you're not giving over money on call or as a response to an email and know what you need to RE: due diligence I don't see the harm. Some of them even make me laugh, like the ones that promise "lowest rates" (which is the reason I wouldn't use them; those savings come from somewhere).