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How to Cold Call

Figuring out how to cold call can often  be one of the keys to success for a salesperson. And while it can be a very intimidating thing to do, there are some very clear and simple things that can be done to improve results.


Pre-Cold Call Steps

To be most effective, there is s decent amount of work that you need to do before you pick up the phone.



Depending on who you are calling, it can always help to perform some amount of research before cold calling. This could be researching what the prospect’s company does, the industry that the prospect is in, or maybe researching some background information on the individual prospect.



There may be some training that can help before getting on the phone. Do you feel comfortable with your level of knowledge about your products and services? And there is always room for improvement in area of general sales training and sales tactics.


Cold Calling Script

Are you using a cold calling script or are you just going to pick up the phone and “wing” it? It is not uncommon for salespeople to just jump right in and go unscripted.

But the reality is that there are significant benefits to using a calling script and that is one of the important keys for how to cold call.



Mastery of anything comes from practicing. The same applies with how to cold call and you can practice before you pick up the phone by role-playing your script with a pier, a sales coach, mentor, manager, or using some role-playing software.




Cold Calling Steps

Now let’s look at what you need to do when you are on the phone for improving how to cold call.


Warm Up

It can be like any other activity, there can be a need to get warmed up when cold calling. Maybe you haven’t cold called in a while. Or maybe it is your first calls of the day.

Whatever the case, there can be a benefit to getting warmed up and this can be accomplished by making a few calls to either contacts that are more approachable or prospects where it does not matter if you do something wrong.


Focus on your voice

Be sure to be aware of the tonality that you are using when you are on the phone as you communicate a lot through your voice. Do you sound stressed out? Nervous?  Try to sound relaxed, happy, and having fun.


Improve gatekeeper relations

Have a game plan for dealing with the gatekeeper. You can spend up to or more than 50% of your time talking with them – you better be prepared and know what to do.


Learn from every call

After each call, stop and reflect back to think about what went well and what could have been better. The same situations will come back up so this will help you to build a library of knowledge that helps you to handle things better moving forward.



Launch Pad Solutions provides a sales script tool that helps sales pros with how to cold call.



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This article was published on Saturday 29 September, 2012.
Back to main topic: Cold Calling
Effectively Prospecting to Increase Sales
Dealing with the Gatekeeper When Cold Calling for Sales
The Power of Storytelling While Cold Calling for Sales
One of the Best Questions to Ask When Cold Calling for Sales
Decreasing a Prospect’s Guard When Making Cold Calls
Voicemail Tips When Cold Calling for Sales

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