Formula for an Effective Cold Call


Cold Calling. Like a ghost, it haunts companies. People are afraid of it and want it to go away. Instead, salespeople gravitate towards other appointment generation approaches like social selling.

But just as we have friendly ghosts like Casper, cold calling need not be that scary. You just need to courage to approach it. With enough preparation, cold calling can be less nerve-wracking and still be effective.
Here are some tips for you to boost your confidence and help you nail your call:


Craft a script

Having a script prevents you from faltering during the call. You don’t need to follow it to the letter, but it is good to have an overall guide for where you want to conversation to head.

Your script should have the following components:

Address your prospects by name

This represents the minimum level of courtesy expected in cold calls. Calling prospects by their name helps build trust right from the beginning.

Tell them where you found their contact information

Cold calls make prospects uncomfortable. Being honest about where you got their info can help make them more at ease. If it’s a cold call, say that you found their details online and that you think they would a good fit for your product or service.

Tell them who you are

Have a clear flow for how you introduce yourself, your company, and your offering. Refine this spiel as you go along depending on what prospects respond to positively.


Identify clearly what your offering and its value are

This is the so-called elevator pitch. If you’ve done your research well, you should know how specifically your product or service can help your prospects. Mention that right at the beginning.

Qualify the prospect

The end of goal of an initial B2B sales call is to set an appointment. But face-to-face meetings are cost effective only when they are with people who are close to converting. So during the call, ask you prospect questions to see if they match your criteria of ideal customers.

Give options for appointment schedule

Woohoo! You managed to secure an interested prospect. In order not to lose them, have ready times and dates for proposed meetings. Give them choices; having just one scheduling option makes it easier for them to reject you.


Can you send me an email first?
Can I get back to you later?
I need to check my schedule.


Compile frequently asked questions

Prospects can ask many different questions in a cold call, but there are some that will definitely pop up often.

“Can you send me an email first?” “Can I get back to you later?” “I need to check my schedule.” Make sure you have specific answers for questions like these. Your agility here can be the clincher for setting an appointment with the prospect.

Also, as you go along, update the FAQ list.


Set your mindset

It is important that you approach the call with positivity. Practice the script and record yourself to hear if your tone sounds friendly and not like a robot.

Stephan Schiffman, a New York-based corporate sales trainer and author of Cold Calling Techniques (That Really Work!) suggests to stand up while you call. This will make you more dynamic and confident while you talk. He also recommends you look in the mirror while you talk which will make you smile and sound more like someone people want to work with.


Keep records

Last but not least, don’t forget to keep records of who you called and what information you received.

Our QuickDesk CRM system can help you leave notes on a lead’s profile as well as record the calls you make.Before following up after the initial call, read these notes.

Everyone wants to feel unique, so treat each lead not as part of mass calling, but as the ONE you want specifically to work with.




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