Every sales system has a cost. Research, timing, qualification, attention, trust — none of these are free. The only real design choice is where those costs sit , and who is expected to absorb them. Cold calling isn’t best understood as a persuasion technique. It’s a cost-allocation decision. Every Go-to-Market Motion Pays for Discovery Before any sale is possible, three questions must be answered: Who might need this? When might they care? Is the context right? Those question