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Definition: Cold Canvassing
Cold Canvassing is a sales tactic that is widely used across the industry. It is deployed to identify customers who may be interested in purchasing some particular goods and services. This process is also termed as Cold Calling. The target consumers are located without any hard-core segmentation as it is at the end of the complete process that one gets to know whether the target audience is interested in a product or a service or not. Cold canvassing can be done by paying a cold visit or an introductory telephonic call. It is commonly used by financial service providers and telecom companies.

Cold Canvassing takes place on the premise that the target prospect does not know about a product or a service and is not expecting to be approached by the parent company. The primary purpose of contacting a prospective customer through this method is to introduce the target audience to the company and its products and services. It also opens up further opportunities to improve the customer’s knowledge about the company.

The principal goal here is not to sell anything but to gather information. Sales are preceded by understanding a consumer’s needs, checking their awareness levels and providing them more information.

Hence, this concludes the definition of Cold Canvassing along with its overview.

What is Cold Canvassing?
A sales tactic where a sales person cold calls across a territory or list of target prospects with the primary goal of collecting information is cold canvassing. The investment of effort and time is set into motion with the ultimate goal being to generate leads and increase sales, but that larger goal is put on hold and the focus is primarily put on gathering details in order to separate the suspects from the prospects.
Shifting from selling and moving more toward canvassing comes with great benefits.
Trigger Less Guardedness
Prospects answer their phone with their guard at a medium level when you cold call. Basically, they are trying to protect themselves while trying to decipher who you are and what is the purpose of your call. Everything that you do and say during a cold call will either make the prospect increase or decrease their guard.
What makes cold canvassing great is that it is somewhat of an indirect approach. Instead of calling directly to sell something, you are more so calling to gather information. The prospect may know that your ultimate goal is to sell something, but when you come across as simply an attempt to gather information instead of trying to sell something, this will decrease the prospect’s guard and help to improve your ability to establish cold calls.