Some interviewees may get defensive, or think this is a trick question. The answer, of course, is no. When all else fails (market conditions, marketing leads, etc.), picking up the phone is the one thing sales reps will always be able to control. But how they cold call - who they call, with what message and offer, at what frequency and cadence - is extremely important. Cold calling must be customer-centric and value-driven to succeed in today's buyer-centric world.