It forces the buyer into a decision and doesn't appeal to their emotional needs. An effective sales person doesn't sell, rather they assist the customer to buy. The truth is people love to buy, but hate to be sold. In many sales circles, the prospect of cold calling has fallen out of fashion. For one reason or another the concept of prospecting for new business develops a fear or is considered beneath the dignity of the sales person.
Many companies often employ other methods such as advertising and direct mail to generate interest.
The responses are then passed on to the sales person for follow-up. It is a role that is often overlooked or not completely understood by most sales people. Yet perceptions and expectations, have one of the greatest impact on sales success. Sales people often have the tendency to become internally focused. Customers have a very different focus.