If you’ve worked in marketing or sales over the past decade, then you’ve likely heard someone say: “Cold calling is dead.” Yet, it's still one of the most viable options out there. According to a RAIN Group report, cold calling is very much alive among C-level and VP buyers who prefer this form of outreach as their first point of contact.
Cold calls are a crucial part of B2B sales, as it allows sales development representatives (SDRs) to quickly reach out to potential customers, qualify leads, and present their products and services in a meaningful way.
In this guide, we'll provide you with the essential cold calling tips and techniques to make the most of your cold calls. With the right approach, you'll be able to develop those key relationships and turn them into sales.
In B2B outbound marketing, cold calling is a prospecting technique used to start business conversations with decision-makers over the phone. The goal is to raise awareness and ultimately set up appointments with potential buyers.
In the past, the main purpose of cold calls was closing deals. Today, the cold calling meaning in sales has evolved due to technology, channels of communication, supporting processes, and different goals.
Now, with longer sales cycles and more decision-makers in a single purchase, cold calls are used to identify qualified prospects and start conversations at the very top of the sales funnel.
Cold calling is a key component of B2B sales, allowing sales teams to proactively reach out to potential prospects and build long-lasting relationships.
Cold calls provide an opportunity to demonstrate the value of your product or service, understand your customer needs and challenges, build your customer base, and gain valuable market intelligence.
The key goals of modern B2B cold calling in sales include:
Cold calling techniques set the stage for further communication and serve as a good starting point to qualify prospects and set the tone.
To create a cold calling strategy, you'll first need to start with an orchestrated outbound marketing plan in these steps:
With a cold calling strategy in place, you'll next want to craft cold calling scripts to reach your target audience. These scripts should be designed to provide structure and guidance to the SDR while giving the potential customer a consistent experience. Cold calling scripts can help to:
By using a cold calling script, sales teams can ensure they cover all the important points during their conversations to build a strong foundation for further outreach.
Cold calling scripts provide SDR callers with a clear and organized structure that helps them feel more confident and prepared when making calls.
Cold calls provide SDRs with a conversation point and opportunities to build a better rapport with a potential client.
Cold calling scripts provide a logical structure for the conversation, allowing the SDR to speak confidently and efficiently. It also gives logic to different scenarios to yield more successful results.
Cold calling scripts encourage more listening and guidance for conversation. This allows sales reps to concentrate on the prospect's needs instead of dominating the call.
According to Selling Signals, 82% of buyers agree to meet with sales reps who interact with them through cold calls. With a structured approach to cold calls, SDRs can be more prepared and focused, resulting in higher success rates and increased sales.
A good sales script can make cold calls easier for reps and increase the efficiency of prospecting—a great outbound script will convert prospects and help teams hit their target goals.
Before you begin cold calling, be sure to define the ultimate purpose of your call (appointment, lead qualification, brand awareness, warming up, collecting sales intel, etc.). Use these elements when crafting your script:
You should always offer your value proposition when reaching out, and make sure that it matches the actual buyer’s needs. Focus on the one big thing that matters to them the most to create a seller-centric message that resonates with the buyer.
When a call nears the end, the worst thing an SDR can do is just hang up the phone. It’s important to negotiate the next steps—either an appointment or a follow-up call or email (or both).
In addition, prepare your script with:
A voicemail message is an essential part of any cold calling script. An SDR who doesn't have one, or hasn’t practiced it, is at risk of delivering a very vague message. That’s why, to avoid it, make sure that your cold calling script includes a voicemail script with these parts:
To make your voicemail more impactful, use the following cold calling techniques:
When it comes to actually making cold calls, preparation is crucial. Before making the call, research the person you are calling and the business they represent.
Be sure you have your cold calling script ready, a list of prequalifying questions, tools for handling objections, and your next steps. Follow these "how-to" best tips for each stage of your call to ensure a successful outcome:
Once you're ready to reach out, use these five ways to take control of the cold call before the conversation begins:
There are several methodologies for creating prequalifying questions for cold calling in sales. One of the most popular includes NOTE, a buyer-centric, lead-qualifying method that enables you to learn more about a potential client and find the best fit for your business.
Use this methodology to craft your lead-qualification questions:
Rejection is a natural part of cold calling in sales and prospecting in general. And although sometimes “no” means “no,” on most occasions, it's just a tactic decision-makers use to avoid talking to a sales rep.
| Objections | Response |
| “I’m not interested.” |
“Is it because something else is a top priority for you right now, or perhaps you have a solution in place?” |
| “We have no budget.” |
“At this point in time, it’s not about purchasing something. Our experts have studied [company] and your [business process] and want to share a useful insight.” |
| “It’s not the right time for us.” |
“It might not be the right time for implementing this solution. But what about planning? We can offer you a fair expert opinion about [process]. And we can share some tips on how you can improve.” Or suggest circling back in a month or two. |
| “We’re working with your competitor.” |
Ask several questions about their level of satisfaction and plans. Then offer to have a “second pair of eyes” on the process. |
| "Send me some information." |
“Do you want to learn more about [attaining goal 1] or [solving a challenge 1]? Or maybe you want to learn how we can help you [increase ROI by xx%]?” And make sure you send that information. |
At the end of the call, it is important to provide a clear path with next steps. You'll want to try to set up an appointment to discuss the product or service in more detail.
Be sure to suggest a precise time and date for the meeting and provide contact information to make the process easier. Have a couple of options for the conversation ready depending on the nature of the call:
Call reluctance is a problem that most sales representatives have faced at least once: a mix of call anxiety, panic, and fear of rejection that creates a mental block for making a call. It can have a significant impact on individuals and their well-being, the performance of a sales team, as well as the general work atmosphere.
Sales managers can help SDRs deal with call reluctance by providing clear expectations and guidance. This includes regular training, resources, and feedback to help build their confidence. By implementing coping strategies, businesses can create a culture of success and high performance.
Performance depends on whether you enjoy your job. People can hear a smile on the phone—and if that smile is genuine. To make this process as enjoyable and fun as possible, you just have to know how to cold call and bring some fun into the cold calling experience.
Cold calling can be one of the most challenging aspects of the sales process yet one of the most effective sales strategies for connecting with potential customers. It's a highly successful outreach tactic that can help you engage with companies that you want as well as convert them into your clients.
With practice, sales professionals can learn to be comfortable and effective at cold calling. By taking the time to research potential buyers and implement effective lead gen strategies, sales teams can learn to master cold calls to level up their performance.