COLD SELLING AS AN EFFECTIVE BUSINESS COMMUNICATION STRATEGY IN THE MODERN BUSINESS ENVIRONMENT

Abstract

Introduction. In today's competitive business environment, companies are constantly looking for effective ways to attract new customers. One such tool is cold calling — actively contacting potential customers who have not previously interacted with the company. The issue of effective use of cold sales becomes particularly important during martial law, when companies are forced to quickly adapt their customer acquisition strategies to new market realities: limited demand, changes in logistics, and transformation of communication channels. Purpose. The purpose of the article is to study the essence of cold sales in the process of a company's communication with customers, to determine strategies and methods for their implementation, as well as to systematize the principles that allow evaluating the effectiveness of cold sales and justifying management decisions aimed at increasing sales efficiency. Methods. The article uses general scientific methods: dialectical, systemic-structural analysis and synthesis, generalization. Results. The article examines the essence and advantages of cold calling, which made it possible to determine that the most common strategies and methods of cold calling include phone calls, email mailings, and cold face-to-face meetings, and made it possible to identify and systematize indicators for evaluating the effectiveness of cold calling. The evaluation process allows for the justification of management decisions and involves regular monitoring of these indicators over time, analysis of deviations from target values, and identification of the reasons for changes aimed at improving sales performance. Conclusion. In the course of researching the content, specifics, and effectiveness of cold calling as a component of business communication in the modern business environment, it was established that this tool remains highly effective when implemented professionally. In further scientific research, it is advisable to focus on studying the psychological factors that influence the perception of cold contacts by representatives of different segments of the target audience.