Cold calling tips

reaching decision makers

Cold calling tips

Cold calling is not about making the sale. It is about getting the chance to make the sale.

The purpose of the cold call is to set an appointment to make a pitch to sell.


Make sure you have the right audience when making cold calls. Find out as much information about the company or individual you are going to call before dialing. This gives you a huge advantage by being able to talk with prospects about their business and their needs when you call them.


Organize your thoughts before calling. Avoid common mistakes in the opening line that would give the person you are calling the chance to terminate the conversation. For instance, you should never ask, “Is this a good time to talk?” or “How are you today?” Don’t read your opening statement but use it to get the conversation off to a good start.


Include a greeting and an introduction in your opening statement. Next provide the benefits of your product or service and then transition into a question.   Lay out the benefits of your product or service and the reasons your prospect should buy from you and not your competitor. Most importantly, be prepared for objections.

Be kind to gatekeepers as they are the door to your prospect. If you cannot talk to your prospect, you will not be able to set the appointment and you will not get a new sale.

Practice makes perfect. Practice, practice, practice is the best advantage of succeeding in cold calling. You can get better at cold calling.

Learn to develop strategies to get the gatekeeper on your side. Sometimes asking, “I wonder if you could help me?” will help you get the information you need. Befriending the gatekeeper can sometimes provide you with the correct contact name and the best time to reach the prospect. You must be persistent and utilize acquired cold calling skills.


Cold calling is a continual learning process and you can be good at it with practice and knowledge to achieve success at cold calling. Once you reach your prospect,

develop good rapport, present your product or services with the advantages and benefits as well as establish the need.

Finally, don’t be afraid to ask for the appointment and set the date and time. Remember, the purpose of the cold call is to set an appointment to make the pitch to sell.

About Rich Enterprises, Inc.

Since 1999, we have helped business across the USA and Canada reach their sales goals. We offer a suite of lead generation, telemarketing and inside sales services, that delivers the magic recipe to ensure your success!

Melissa Landis

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