What I mean by cold selling is that they have a product (could be a service too) they like/love and they think just about everyone else will too, if they knew about it. This attitude is often characterized by statements like:
Your small business’s advertising budget represents an area of discretionary spending that can be one of the hardest to analyze for return on investment. Indiscriminate ad placement is not an effective strategy. Failing to land your message on the right audience is like throwing money into the wind.