Cold calling = Lack of value to sell? »

I had a great meeting today with a prospective client. We were talking about corporate branding, the challenges of multi-divisional marketing, social media marketing, staffing website development, and most importantly, the unique challenges of selling technical and professional staffing. During our meeting, our conversation turned to the topic of cold calling, and the person I was speaking with had one of the best observations I’ve ever heard about cold calling: