In this episode, Kyle Heath and I double down on our viewpoint that cold calling is not for specialist businesses, where a relationship needs to be built and nurtured before you can partner up. Cold Calling may work in selling generalise products and services, where no relationship is needed, where you are willing to take on any fruitcake that comes your way. It becomes a numbers game, call enough numbers, and you get enough fruitcakes. However, if you're serious about having a long lasting business, you want to keep away from the fruitcakes and get the perfect truffles which require specialisation, relationship, empathy, and friendship - which you'll never get through a Cold Call.