Cold calling represents the first contact with a potential customer a company has not maintained any business relation with so far.
Cold calling is therefore mainly relevant for simple products with low need for explanation and with price as main purchase driver (e.g. electricity rate or mobile phone tariffs). However, the German legislator has set strict legal conditions for cold calling (see UWG, §7 (2) and (3)). In this context, a distinction is made between acquisition and contacting in B2C and B2B.
For private customers, cold calling without express consent via e-mail or telephone is generally prohibited, whereas in B2B, contact is permitted by law when the provider can assume a legitimate interest by the potential customer.
Warm acquisition represents the, usually more promising, opposite to cold calling, as it bases the contact on already existing reference points of a business relationship.