I should rest my case here. But that wouldn't be any fun. So, here are the five reasons why cold calling should die a fast death:

1. Prospects hate to be cold called by someone they don't know, who knows almost nothing about them, their situation, or their business — and is probably reading from a cold calling script written by someone who used to cold call 20 years ago.

2. Salespeople hate making cold calls. They are hard wired to reject and avoid cold calling techniques.

3. No one answers their phone any more. When your mobile phone rings and no name shows up or you don't recognize the number, do you pick up the phone? I certainly don't. I wait to see if they leave a message.

I have a home phone (we're a dying breed I think) because I always want to have a wired phone line in case the power goes out, I don't have a good cellphone signal, or in an emergency the networks are jammed. Plus, I love that black rotary dial phone hanging on my wall.

4. People don't return phone calls from strangers. And not only that: Studies have shown that a majority of people don't even retrieve the voice mail messages that have been left for them.

5. Almost no top producers make cold calls.

I think that anyone should always be willing to hop on the phone to try to connect with a prospect for whom they believe that they can bring real value. I think we can apply the “Spandex Rule” to cold calling tips: Just because you can, doesn't mean you should.

Instead of cold calling tips, focus on referrals and personal introductions.

The good news is this: If you can maximize your word of mouth referrals and introductions, you may never have to look for cold calling tips again. And wouldn't that be a beautiful thing?

I really want to hear from you on this. Do you ever make cold calls? What are your results?