Contrary to popular belief, telemarketing is not just cold calling or unsolicited calls to customers. This is because when people hear the word “telemarketer,” their mind immediately jumps to the annoying salespeople that call them multiple times a day. While cold calling is a popular strategy for B2B marketing, telemarketers have found that companies hoping to use a B2C marketing strategy have found little success with cold calling individual consumers. This is likely due to consumers’ psychological resistance to salespeople and their fear that the decision to buy is being taken out of their hands. Despite the B2C industry’s avoidance of cold calling, many companies who utilise B2C marketing still utilise telemarketing in the form of inbound calls and lead generation, which help give the sales team crucial information about customers who have already displayed interest in the company’s product or service.