What is cold calling

What is cold calling, and how to do it properly?

What is Cold Calling?

Cold calling is where you contact someone who is not expecting your call and sell them something such as a product or service.

It can be an effective way to increase business opportunities; however, cold callers often find it difficult to make successful pitches because too many people have negative views of cold calling.

If you are going to engage in this form of marketing, then you need to know how to do it properly so you won’t annoy your potential customers.

What can be called Cold Calling?

When you want to contact a random person to either sell them your product or service or get information about their business, without establishing any point of contact before. There’s no relationship between the caller and call receiver.

What are the types of Cold calling?

Direct Cold calling:

A sales representative will call a potential customer using information from a company’s list of leads. It’s also known as “outbound telemarketing” or leads generated ‘over the phone. This frequently involves “dialing for dollars.”

Warm calling:

Warm calling is the process of calling someone who has either asked for information about your products/services or perhaps has an interest in your services but is not sure.

Pre-qualified cold calling:

A potential customer has already expressed interest in the product. A sales representative will call a potential customer, who is willing to discuss the product or service, or who has pre-qualified themselves through other means (for example, responding to an advertisement).

How to start a cold call campaign?

Preparing for a cold call is like preparing for any other type of phone conversation. The person placing the call should research the company they are calling and prepare a list of questions to ask or information to give out. In terms of cold calling, companies would benefit from having a plan in place before making calls. So before you make or receive any cold calls, make sure you have a clients list prepared.

A sales representative should prepare for cold calling by researching the prospect they will be calling and preparing a list of questions to ask the prospective client or information to give out. You can look up your target companies on Google or Linkedin (or other social media) and look for people you can connect with at those companies before making any cold calls.

What to say in a cold call

When you make a cold call, there is no guarantee that the person you will be speaking with will be interested in your product/service. So when picking up the phone and starting a conversation with someone you don’t know, you must have some “elevator pitch” prepared. An elevator pitch is a brief, 30-second or less monologue designed to excite the person you are talking to’s interest in your product/service.

When you make a cold call, there is no guarantee that the person you will be speaking with will be interested in your product/service. #coldcalling Click To Tweet

It is also essential to keep your “pitch” focused, concise, and engaging. It’s crucial not to rattle off every benefit of the product on first contact but to make first contact engaging enough that you can follow up with more information.

Why is cold calling so difficult in B2B Telemarketing?

Cold calling can be challenging for most B2B companies and their telemarketing representatives. Cold calling is used to reach new prospective clients and generate leads. Sometimes, inexperienced or unqualified people take over the representation, which can lead to many mistakes that affect the company’s bottom line in many negative ways.

For example, if you use a certain approach when cold calling, you might end up getting the same result over and over again. If that’s the case, then people will not want to continue working with you.

Also, poor sales reps are more likely to dislike prospects who believe they are being pushed or pressured into something they don’t need or cannot afford. If this happens regularly, you are bound to lose opportunities, clients, and eventually your job.

It takes a lot of time and experience to perfect the cold calling approach. If you do things wrong initially, it can be tough to recover from them. So make sure that the people you hire for this type of work are well-experienced telemarketing professionals who know what they are doing.

Also, when you are cold calling, make sure that your company’s message is well defined, and the questions you ask will help you determine if people want to speak with somebody or not. This means that you need to know which questions to ask to move forward or learn more about each client.

This is why cold calling is very difficult. The more experience you have, the better you get at it. You must be willing to make mistakes while learning, and this process might take longer than some other ways of doing things.

Main Features of Cold Calling Campaigns.

An excellent cold calling campaign will make use of scripts and dialers to efficiently manage your campaigns. A phone script is a pre-designed document that tells you what to say and do during the call. While a dialer is used for:

Making more calls in less time (increasing efficiency). Speeding up the process of contacting potential clients.

Helping your client answer more quickly (avoiding dead air).

Tracking the entire campaign.

If you don’t know how to work with these, you can make mistakes that will hurt your reputation and your bottom line. So ask for help if you feel you don’t know how to use these properly.

Cold calling is challenging, but it can also be gratifying. Just make sure to prepare yourself for the challenges ahead before taking on this responsibility.

When not to do Cold Calls.

Even though cold calling might seem like a good idea because of the results you get, you should avoid it for several reasons: You don’t have a big enough database yet. If you don’t have other ways to generate leads, this means you are not ready yet. Cold calling before building rapport is challenging and makes prospects think you are charging them for the call. This is especially true if they end up getting sales calls from other companies as well. You don’t have a process to manage and measure cold calling campaigns. If you only depend on one channel, your results will be poor and inconsistent over time.

Do’s and Don’ts in cold calling campaigns.

There are some essential things you need to remember when dealing with cold calling scripts.

Do your research. Before you make the call, make sure you know everything possible about your prospect. This will help you determine if your prospects fit your product or service and give you an easy way to start the conversation without sounding like a novice.

Don’t use cold calling scripts that sound robotic and unnatural. If it feels like you are being pushed to speak with somebody, or if you hear a lot of uhms and ahs, it won’t be very easy for you to trust the person.

Do ask specific questions about business pain points. Ask how they handle specific issues now, what problems they experience, etc. This will help you build rapport easier and make them feel like you really want to help solve their problems. It also enables you to determine if they fit your product or service before you waste time with someone who can’t use it.

Don’t be aggressive and pushy. Don’t try to close the sale right away, and don’t focus only on what you want to sell. It would be best if you were friendly and energetic but not pushy.

Do use the phrase “I’m calling on behalf of…” before you mention your company name. This is a good way to warm up the client to be more open to speaking with you.

Don’t ask what time it would be best for them if you called some other time again. This can come across as pushy, and they might hang up because of it.

Do send out emails to confirm appointments before you visit your client. This will make sure you don’t waste time on the effort of calling someone who won’t see you, and it will also help build trust because they know you are serious about setting up a meeting.

Don’t use sales language or hype when speaking with them during the call. You want to get them excited about what you are offering. Be enthusiastic, but don’t try to make something sound better than it is or promise the world just because they expressed interest.

Do use your contact management system when making cold calls. This will help you stay organized and reach out to more prospects in a shorter amount of time while also helping you maintain a relationship with those interested.

Don’t be rude, tense, or abrupt when ending the call. If you have been too aggressive during your conversation and they try to end it abruptly, you should apologize for rushing them off the phone. This way, you leave them on good terms instead of making enemies with someone who could become a client in the future.

Do listen carefully to how they speak and try to mirror it so you can build rapport easier. When people are comfortable with someone, they tend to talk slower and shorter. If you mirror their speech patterns, you will come across as easy-going and friendly instead of pushy or awkward.

Don’t talk down or pass judgments on people who say no. No matter the reason, they are not interested in what you have at this moment. You can refocus your efforts on people who say yes and help them move forward with their interests.

Tips & Tricks of doing Cold Call Campaign

A cold call campaign is “cold” because it’s unplanned, unexpected, and not at all convenient for the prospect.

When done right, sales reps will ask for an appointment, but more often than not, they’re left to their own devices with no structure or guidance on how to move forward; that’s where the free tips & tricks come into play.

The following guide will help you:

#1: Plan and Structure your cold call campaign.

#2: Practice and rehearse what you’re going to say.

#3: Ask for an appointment.

#4: Follow up/call back if necessary or promised by the prospect.  (Not all prospects will give you an appointment; follow-up is mandatory if the prospect agrees to call you back if they’re interested. If they’re not interested, don’t take it personally.)

Sample Scripts for Cold Calls

Here are some sample scripts that will help you get started:

Script #1: “Hi, my name is (your name). We spoke on the phone two weeks ago regarding marketing opportunities for your business. I’m calling to see if there’s a time I can stop by this week or next to discuss what we talked about.

Script #2: “Hi, this is (your name). I’m calling to see if there’s a good time for me to stop by and meet with one of your employees regarding a social media project.”

I have a meeting scheduled with you on Wednesday, May 3 at 11. Is that still going to work for you? – if they answer “Yes!” say: “Great! I’ll see you then.”

If they don’t have a meeting scheduled yet or for that time, ask if there’s a good time to meet next week. If there is a better time, reschedule the appointment and write down in your calendar when you will follow up for the rescheduled meeting.

Script #3: “Hi, this is (your name) from (company). I’m calling to see if there’s a good time for me to stop by and introduce myself. My products and services may be of interest to your company, and I’d love to learn more about how we can work together.”

(I’ve found that these calls work best with larger companies who value relationships over sales. You can mention you’d love to meet with a decision-maker or if they’re too busy and don’t have time, ask them for the name of the person they’re looking to hire and try your luck there.)

If there’s no good time in the near future and they don’t want to set an appointment, say: “Thanks for your time. I’ll check back in with you sometime next month.”

If they agree to call you back when they’re ready, add: “great! Please let me know when that will be so we can confirm a time.”

And then, follow up as you promised.

Checklist before contacting prospects over the phone.

⏹️ Background Check

YYou’vedecided to make cold calls. Before you pick up the phone and dial, you need to check your background and make sure everything is ready:

⏹️ To DDo’sand Objectives.  What do you need from this call?  Example: Ask for an appointment and speak in person with a particular manager in charge of your industry or department.

⏹️ : Prepare and rehearse cold calling scripts ahead of time.

Be organized with paperwork, computer skills, and time management skills.

⏹️ Be Flexible.

Some days will be busy, and some won’t. You may have a list of 50 people you need to call, but only five might be available on that particular day.

⏹️ : Realistic Expectations.

Realistically, the first 3-4 calls will probably go right to voicemail.

⏹️ Focus on Your Timing and Delivery

This is where most people mess up. You need to take your time, speak slowly and clearly. Never rush through your words because it’s easier than taking the time to say them correctly.

⏹️ Don’t Pause Between Sentences!

This will make you sound like you’re unsure of yourself. If this happens, start over again or just repeat the sentence.

⏹️ Don’t Interrupt Others.

This can be hard to do if you reused to interrupting people while they talk, but some people are more aware of their surroundings than others, so it’s best not to jump in when someone is speaking or right after they’ve finished talking.  

How to follow up a cold call?

Follow-up means to continue a process or activity, especially when other actions have failed.

It’s your duty as a salesperson to follow up. You’ve made the first contact, and you should always try to make a second one.  If they didn’t pick up the first time, it doesn’t hurt to call again. Call one more time when they still don’t pick up the phone.

After you’ve called them three times and they still didn’t pick up the phone, write them off and move on to other prospects.

When should you follow up?

You should follow up after you make the first contact. If it’s not within 24 hours of when you first reached out to them, then call or shoot them an email asking if they received your information.

How should you follow up?

Please write a short and precise email with no attachments, and keep it to one page.

here’s an example:

“Hey (their name), it was great speaking with you today. Would you mind letting me know if you need any additional information about my services? My number is (number), and I’m available at your convenience.”

If they haven’t heard from you in 24 hours, contact us again to check if they got the email or contact info.

Time to call them back!

After the initial contact, try to follow up that call or email within 48 hours.

Suppose you get a chance to speak with them, great! Schedule an appointment and confirm it. If they can’t meet at the moment but want to take your number so they can reach out when they’re ready, ask: “what day and time will work best for you? I’m available at your convenience.”After you’ve set up an appointment, make sure to follow up no less than three days before the meeting. Every time you speak with them, take notes of your conversation and follow-up points to refer back to when planning for the next meeting (just in case they forget).

If you haven’t heard anything from them, follow up a week after the initial contact.

If you hear negative feedback during the call, don’t freak out!  Take a deep breath and listen. Nobody likes being told no or that they’ve done something wrong, so it’s important not to overreact if this happens. Just ask questions to find out what went wrong and how you can improve your pitch.

If you hear negative feedback during the call, don't freak out!  Take a deep breath and listen. #coldcalling Click To Tweet


Cold calling is an art form.

It can be frustrating when you don’t get a response from your cold calls, but if you take the time to make a solid pitch and ensure to deliver in a friendly tone, you’ll have better luck finding clients effectively.  Also, remember that sometimes a no isn’t no or doesn’t mean you can never get in touch with them again, and definitely don’t give up after only one try.

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