New Delhi, Oct. 5 -- Cold calling remains popular among Indian MSMEs because it requires little upfront investment, specialised technology or time to generate leads. However, changing buyer behaviour, tighter telecom rules and rising spam detection are making it increasingly challenging.

According to NASSCOM, MSMEs should instead adopt a mix of strategies focused on customer intent, credibility, useful content, referrals and faster response times.

Buyer Research Is Reducing the Effectiveness of Cold Calls

Outbound calling is becoming more challenging as tighter regulations, spam labels and call-screening features limit access to potential customers. At the same time, customers increasingly research and compare providers before making c...