The Hidden Beauty of Cold Calling

In the past cold calling has been used in the first step of the process. A sales person would get a list of untargeted names (usually purchased) and check off the names until they reached someone who was willing to meet with them in person or on the phone. This philosophy followed the theory of probability: for every 100 calls made, 1 person will agree to meet. Does this sound an effective way of using your time? We think not, so here’s 3 ways you can improve your luck with cold calls and turn it into a more effective way of qualifying leads:

Background research

It should come as no surprise that if you call a marketing company pitching additional marketing, your call won’t be overly welcomed. In sales it’s massively important to research who you’ll be calling to see if your product is something which not only could benefit their business, but if it’s at all related to their field.


Confidence is key with everything in life, and it’s no different when it comes to cold calling. If you get a call off an unknown number and are met with someone who doesn’t sound like they believe in what they’re saying to you then the conversation will be over before it begins. However, if you approach the client with confidence stating your full name and who’d you like to speak to then you’ll get them wondering whether you’re somebody they should have heard of. This gives you a good starting point for your conversation to begin.

Don’t always attempt to sell on the first call

On your first call, you shouldn’t always attempt to sell. Focus on information gathering. Unless you are selling something inexpensive that requires little thought, you want to interview the prospect by asking questions. Take notes and tell them you will come back to them. Focus on building the relationship and coming across as friendly, genial and non-threatening. This not only makes you come across as more endearing, it also gives you a good chance of selling more in the future as a connection has been made.

But most importantly, enjoy it! What’s the worst that can happen?


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