What Is Cold Calling? Definition, Tips, Examples And Technique

What Is Cold Calling: Cold calling, these are the two words that scare salespeople the most. Because of this ancient practice, even the most communicative people can have nightmares about being turned down, tired, and failing.

Cold calling is still used by almost every business, so there must be some reason to reach out to cold leads.

Even though it might be hard to believe in this age of easy access to information and sales based on feelings, cold calling is still an essential part of the business.

What Is Cold Calling- Cold Calling Definition

Cold calling is a type of sales approach companies use to reach out to customers who have never spoken with the salesperson who is making contact. It usually refers to phone conversations (hence the term “cold calling”), but it can also refer to door-to-door interactions.

Granted, most companies that practice cold calling nowadays do not follow the original definition.

Warm calling, or calling from a list of possible consumers gathered through lead generation, (what are cold calls) is becoming more frequent since unknown numbers are increasingly associated with scams.

cold calling

How The Cold Calling Works

In cold calling, a salesman calls individuals who have not already shown interest in the provided items or services. In most cases, cold calling relates to phone solicitation or telemarketing, although it can also involve in-person contact with door-to-door salespeople.

Successful cold-call salespeople must be persistent and willing to accept rejection multiple times. They must fully prepare by conducting market and prospect demographic research to be effective. Therefore, occupations mainly rely on cold calling often have a high turnover rate.

Check this also: How To Advertise Your Business

The Challenges In Cold Calling

When consumers get cold calls, they can say yes, end the call, hang up, or verbally attack the caller. According to a 2020 LinkedIn report, about 69 percent of prospects accepted a call from a new salesperson in the previous year, and 82 percent of that group eventually agreed to meet.

But the success rate is linked to how persistent the seller is. On average, it takes 18 calls to reach a buyer. On the other hand, most sellers give up after four calls because they never get a “yes.” The LinkedIn report cited a 2019 study by the consulting firm Rain Group based on a poll of buyers. On the other hand, a salesperson who makes “warm calls” is more likely to succeed.

As technology gets better, people are less likely to want to make cold calls. There are newer, more effective ways to find new customers, such as email, text, and social media marketing on Facebook and Twitter.

When getting new leads, these new methods are often more efficient and effective than cold calling.

Robotic calling, or “Robo-dialing,” is the newest way to make cold calls. Algorithms automatically dial numbers and play pre-recorded messages. Government rules, like the National Do Not Call Registry, have made it harder for cold callers to reach many potential clients.

Note: Scammers often use cold calling to cheat the system, reducing the efficiency of real cold calling.

How To Do Cold Calling- Techniques

Whatever your feelings about cold calling, the fact is that it’s an essential component of customer engagement, especially for a startup. Even though cold calling is statistically less successful than other sales approaches (even the best cold callers only have a 2% success rate), there are still ways to improve your team’s hard calling skills. Let’s see some strategies for increasing your cold calling numbers without overworking your salespeople.

1:- Best Time To Do Cold Call

If you plan to conduct cold calling, you must do so strategically. According to a recent study, the best days to call consumers are Wednesdays and Thursdays.

This makes sense when intended: As individuals settle in and attend already scheduled meetings, the beginning of the week is typically stressful, and nobody wants to deal with work on Fridays. When you catch folks in the middle of the week, they are at their most relaxed and pleasant.

Let’s now examine time. It is ineffective to call prospects from 9 a.m. to 5 p.m. If you call during lunch or during peak meeting times in the afternoon, you are unlikely to have much success. Call between 10 and 11 a.m. and 4 and 5 p.m. Those hours constitute the golden hours.

Commuters have settled in by 10–11 a.m. and are generally planning their lunchtime wrap-ups. They are likely avoiding work tasks between 4 and 5 p.m., so they are happy to take a phone call.

2:- Stop Running From Rejection

Rejection is a part of the sales process, and that’s fine. There are various reasons why not everyone or every business will buy your product.

Too many sales representatives get caught up in attempting to discover the most likely prospect on their list to close the deal.

That’s OK for more significant transactions but go through each possibility if you’re cold calling.

Your rejection rate will rise, but your number of successes will also increase. You can use a CRM dialler to fast up your calls if you feel particularly zealous about selling.

3:- It’s not a sprint; it’s a marathon

People need time to think about what they want to do, especially in today’s market, where they have more information and choices. It’s not likely that a prospect will buy from you on the first call, and that’s fine.

Instead of making a sale, you should try to move the opportunity to the next pipeline stage. You’ve won from a cold call if you can set up an appointment or a follow-up.

4:- Follow your plans, but keep an open mind

Your script has a reason for being there, but it’s not set in stone. Every prospect is different and reacts to varying energy levels, vocabulary, and directness.

One possibility might want to talk a lot and ask many questions, while another might only have a short amount of time and want the bullet points. Both are good customers, but you need to be able to change your sales style to keep each one interested.

5:- Learn From Your Failure

With experience, you can quickly determine whether a prospect is interested and worth speaking with you. If you realize that your conversation is going nowhere, stop it. It is a waste of time, but it’s also a waste of yours to speak with a dead-end possibility.

It also does not affect your spirits. It is acceptable to jump into every pool, but you should exit and go on if the water is icy.

Cold Calling Tips, Strategies, Techniques

Let’s check a couple of strategies now. These are the steps you should take for every cold call, regardless of your style:

1:- Do Some Basic Research

You don’t need to know every detail about your client, but you should learn the basics. Look for your specter on social networks and read your company’s internal emails to see if they have ever talked to your company.

If you can’t think of any, look at similar prospects and their problems. You don’t want to talk about your product when you join a conversation.

2:- Follow up

Eighty percent of sales occur after the sixth contact attempt. Even if your prospect did not sign up or consent to an appointment, you should still send the follow-up email. You never know what may occur.

3:- Keep Record Of Your Interactions

What number did you dial? When did you make contact with them? Did they answer the phone? Have you left a message for me? Have you followed up with an email? Have you received any concrete results as a result of the call or email? Those measurements will keep you on track and organized.

It’s pointless to try to recall these details for hundreds of potential customers, so write them down. Better yet, enter them into a customer relationship management system (CRM).

4:- Never Interrogate

One of the most fundamental rules of sales calls is to allow the client to speak for themselves. Therefore, you should always establish an atmosphere that makes your prospects feel at ease, as they are more likely to confide in you when they are at ease.

In contrast, interrogating a prospect in a detective-like manner may not yield as much information about them as expected.

Avoid making a sales pitch too early in the conversation since your prospect may not feel included.

It would be best to begin by establishing rapport with your prospect and identifying an issue or need that your solution can address. After achieving this, you can consider delivering a sales pitch.

5:- Remove Distractions 

During a cold call, you must ensure that nothing distracts you from the conversation so that the prospect does not feel like a second thought.

It is essential to make a workflow that will help you stay focused even if people are moving around or other sales reps are calling.

Here are some suggestions for minimizing distractions during cold calls:

  • Put on some headphones to isolate oneself from the outside world.
  • Put your mobile device away.
  • Focus all of your efforts on this prospect.
  • Prepare everything beforehand, so you don’t have to search for items during a call.

6:- Try To Listen And Learn

Listening is among the most critical techniques for an excellent cold calling strategy, as it is not something that can be learned overnight. So, during the conversation, be an engaged listener and offer follow-up questions.

These types of inquiries might help children feel heard and respected.
Look to them and offer them all the focus they require, whether a deal worth a few dollars or millions.

It may only take a short period for your prospect to become a potential client.

Listening to them and appreciating them can help you retain customers in the long run.

In addition, regardless of the calling experience, it is always a good idea to try to learn something new from each interaction you have with a possible customer.

7:- Make Use Of The Cold Calling Software At Your Convenience

Using cold calling software, including Aircall or Gong, sales personnel may make successful cold calls, manage prospects, and assess sales activity based on their performance.

This software allows you to record and record your talks so that you and your company may gain precise insights.

In other words, sales call software is an excellent long-term investment for your business since it will enable you to close as many deals as possible now and position your team for success as your firm expands.

cold calling

Pros Of Cold Calling

1:- Reaching Out To New Customers

If a person is not actively searching for the products or services you provide, there is a considerable risk that they will not discover your company’s website.

In a cold-calling process, you will have the opportunity to reach out to individuals who may fit your client profile and inform them about your organization’s products or services.

2:- Mastering the Art of Selling Is Possible

Sales skills are essential for the sales force. Sales training is critical, especially for fresh sales representatives, because it allows them to practice their pitches until they’ve perfected them.

3:- Get Quick Feedback

Using cold calling to obtain feedback from prospects can be beneficial. In addition, you are more likely to get qualitative information from your competitors through conversation than through other cold-communication approaches.

If you want to establish intent and build a relationship with your prospects, you might inquire about their opinions of your product or service.

Are they confident that the product or service meets their needs? Do they find the price range to be reasonable? Will they feel at ease with a free trial or live demonstration?

Cons Of Cold Calling

1:- Annoying For Some Customers

Unwanted phone calls can be annoying and bothersome, especially if you find salespeople annoying. There’s a good chance they won’t be interested in what you have to say and will hang up right away.

2:- Inconsistent Result

Cold calling does not ensure success, regardless of how successful you have been with other sales methods. However, there may be long periods when you don’t have any luck.

There are no assurances about how many sales you’ll make when it comes to cold calling. As a result, irregularities can harm your business.

As a result, if you want cold calling to be effectual, you must combine it with other methods. There is no such thing as a one-size-fits-all sales strategy.

3:- Slow Process

When cold calling, you must speak to each person personally, which is a time-consuming approach to reaching many people.

4:- Poor Cold Calls Might Harm A Company’s Reputation

When making cold calls to customers who might not even know what your company does, it’s essential to keep their attention and interest in what you have to say.

To get the client to think the way you want, you will need to get him (or her) to stop working or thinking and convince him to feel the way you want.

Still, a simple mistake can make all of your hard work waste, giving a wrong first impression and causing you to lose a potential client.

Check this also: Best Social Media Management Tools 

What Does A Script For Cold Calling Look Like?

Due to their multiple bad experiences, many salesmen dismiss cold calling scripts as ineffective.

1:- Introduction

Due to their multiple bad experiences, many salespeople dismiss cold-calling scripts as ineffective. As this is your initial engagement with the prospect, you should always greet them.

When cold calling, you usually have ten to fifteen seconds to get a prospect’s attention. This is why greetings, identifying yourself, and offering rewards are essential.

If you don’t get the prospect’s attention by then, he’ll hang up before you can finish your message.

As an illustration, you may say, “My name is Jane Doe, and I work for XYZ Company.” We have an outstanding reputation for assisting consumers in locating the appropriate technologies. Feel free to pick an engaging title that establishes your authority.

2:- Establishing Relationship

Before you make a cold call, you should find out as much as possible about your prospects. If you already know the person you’re calling or the company you’re calling, you can tell them about a great benefit that you’re sure will interest them.

For example, if the person you’re calling says he’s so busy with work that he never has enough time to finish it all, you could tell him how your product “can save him time” and help him do his job.

The advantage or benefits you showcase must always answer the candidate’s question, “What can I get out of this?”

3:- Utilizing A Positioning Statement

You can talk to clients more quickly and find out everything you. Using a brand positioning that best reflects your product, business, or service is another essential element of a cold call script.

The reason is that positioning statements are incredibly effective when making cold calls and gaining initial interaction.

Typically, an effective positioning statement consists of two words that are worded to encourage the buyer to discuss their potential concerns.

For illustration, if you are a sales representative for a chemical manufacturing, your positioning statement may be, “We are the largest chemical manufacturer in Europe/North America.”

Cold Calling Script Template

cold calling script template

Success Rate In Cold Calling

Now, let’s examine the more complicated success rates for cold calling:

  • A general prospect needs an average of eight call attempts to be reached due to a combination of receivers ignoring calls and sales representatives calling at inconvenient hours.
  • Only 28% of sales calls are returned, let alone engaged in conversation.55% are unanswered, and 17% are non-working phone numbers. The percentage of non-working numbers rises for utilizing purchased lists.
  • A daily average of 1.5 hours of cold calling will yield one appointment or referral for five days. That is a favourable outcome of cold calling.
  • Voicemail is routed to 80 percent of all calls, and sales representatives are unprepared to leave a compelling message.
  • The average prospect will not listen to a salesperson’s voicemail for longer than 30 seconds, yet most sales voicemails are longer.


You probably won’t get through to the person you need on the first try. If you want the appointment, you may have to call more often than is comfortable for you. Consistency and endurance are essential.

Many people who work in sales find it hard to make cold calls. But you can make cold calling work better by using some of the ideas above. The only way to make sales and make contacts is to keep track of every chance you have. Cold calling can help you do this.

FAQ’s Regarding Cold Calling

What is Cold Calling?

what is cold calling

Cold calling is a type of sales approach companies use to reach out to customers who have never spoken with the salesperson who is making contact. It usually refers to phone conversations (hence the term “cold calling”), but it can also refer to door-to-door interactions.

What are some cold calling tips?

what is cold calling

1:- Do Some Basic Research
2:- Follow up
3:- Keep Record Of Your Interactions
4:- Never Interrogate

Is cold calling challenging?

is cold calling difficult

It’s hard to make cold calls, let’s face it. It’s challenging to randomly call strangers, engage them, and sell them your good or service. And maintaining it is even more difficult. But cold calling may be quite profitable if done correctly.

What is the ideal length for a cold call?

cold calling length

For the prospect, making a cold call should be a 5–10 minute relief. The sales representative’s task is to make the prospect feel at ease and willing to engage in conversation.

What happens during a cold call?


Cold calling is a strategy salespeople use to contact people who have not previously expressed interest in the goods or services provided. Cold calling often refers to telemarketing or telephone solicitation but can also relate to in-person interactions, such as those with door-to-door salespeople.

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