What Is Cold Calling?

 In Call Centre, Sales Pitch, Sales training, Script Writing, Selling, telemarketing, telephone

Cold calling

Cold calling is a sales approach in which a salesperson calls potential clients they have not had contact with before. The salesperson attempts to persuade the other person to be interested in the company’s services or products.

Cold calling is a sales activity that involves reaching out to potential customers without them being interested in the products or services. The cold calling technique is the solicitation of prospects through various channels, telephone or in person, without any previous contact with the salesperson. Cold calling evolved into a targeted sales communication tool.

Cold calling is a method salespeople use to reach people who are not interested in their products or services. Cold calling is usually done via phone or telemarketing. However, it can also include in-person visits such as door-to-door salespeople.

telephone skills training Sydney Brisbane Melbourne Perth Adelaide Canberra Geelong Gold Coast ParramattaCold calling is a way to connect with prospects one-on-one in order to move them towards the next stage of the buying process. Cold calling used to be a “spray-and-pray” approach. This meant making intrusive calls without any prior qualifications, hoping your message would resonate. Inbound marketing is a way to attract prospects by your website and/or messaging. They are then interested enough “opt in” to become leads. Although cold calling may not be as effective with this model, it still serves its purpose in an inbound sales strategy .

It’s a way to get potential customers to buy the salesperson’s product, or service.  Cold calling evolved from a method of selling using a script to a super targeted communication tool. A list of potential customers is used can be derived from a companies CRM or from other lead generating funnels.

The Building Blocks of a Great Cold Calling Script

  • Introduction: Keep it simple and short. Begin by identifying yourself and the place you are calling from. Before you move on, make sure to verify that you are speaking to the right person.
  • Opener: If you are going down the personalised route you can create a link between the intro to the reason for calling and mention something you share in common.
  • Motive for calling: What is the reason you are calling? What can you offer? You’ll find that many of these scripts are very direct. This approach will help you show your prospect how you can help them.
  • Value proposition: Talk about your value proposition. Mention the companies you have worked with, the results you’ve achieved and what sets you apart from your competition.
  • Questions: Find out if they are interested in your prospect or ask them questions that will help you qualify them.
    Close: What’s next? Do you need to schedule a demo? A face-to-face appointment? Make it clear what next action you want to take and guide the prospect toward this.

Cold calling tips and techniques

You need to have a plan before you can make a cold call. Your chances of success are greatly increased if you think carefully about “when” as well as “who”. The next step is to learn how to follow up on the call. These techniques are simple to use and easy to maintain.

These are some tips to improve your cold calling performance.

  • Time management is key
  • The right goal should be set for the call. Calling is not about making a sale. It’s about encouraging the other person to have a deeper conversation.
  • Find the right person
  • It is important to prepare
  • Keep following up and being persistent
  • Are things not working out for you? You need to be aware of what could go wrong.
  • Keep track of your progress using data
  • Focus on the prospect. Instead of focusing on the product, let your prospect speak about their problems.
  • Be quick. Keep your talk brief.
  • Cold calling is also known as “warm calling” and tries to “dig deep to understand” potential customers. Although cold calling is a legitimate business tool and can be used by scammers, it can also be used for their own purposes. Legitimate businesses should not use cold calling to close sales, but as an introduction.

BONUS TIP – Don’t be afraid to ask for more Information. Asking is the key to unlock your potential.

Simply put, cold calls are legal.  These are the rules you need to follow when cold calling

  • Call between 8AM – 6PM
  • Introduce yourself
  • Respect the DNC and enforce it
  • Do not lie!


Cold calling refers to any attempt to solicit business via telephone from potential customers who may or not be familiar with your company. Cold calling is a great way to find new leads, whether your company has just started and doesn’t have the financial resources or connections to make it more successful. Is cold calling efficient? But you need a system to make cold calling effective.

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