10 Cold Calling Tips and Techniques for Sales Success

Lead generation and conversion of leads take a lot of time and effort, and Cold calling is a traditional method of establishing and converting prospects into business. The cold calling technique still proves to be one of the best methods of converting leads and making the best sales deals.

Its evolution over the years has made it a great method for marketers across the globe. In the present day, several modern techniques have come up for the generation and conversion of leads, however, cold calling remains one of the primary methods with the help of call software.

Therefore, you must ensure that you have invested in reliable call software with versatile features. This offers an added advantage given that the purpose of a cold call is not to sell but establish a connection with a prospect.

Some of techniques you must use in cold calling are as follows:-

1. Research before your call

Cold calling is not as easy a thing as it seems. You should do your homework well before the call. Being overconfident is not a good thing for cold calling. Do not expect to get a direct answer. Be prepared for the worst response while you make it to the best. Have your objective in place and try to close the prospect. A negative response might not be the end. Ensuring a positive impression will help you get closing to striking the deal.

2. Time the call right

Everyone thinks that their time is precious, so make sure that you call at the right time. Research says that the worst time to call up for sales is on a Friday afternoon as most people are not interested in taking such sales calls by then. Even a Monday morning might be an inappropriate time to make a sales call.

People are busy starting their week right, with meetings, assignments, etc. Early morning or late evenings on Wednesdays and Thursdays might be a good window to make the call. It is during this time that people are all settled in with their work and ready to take up calls. Be prepared to make calls anytime, so that you can dial in as soon as the lead is generated. The rates of conversion are much higher in this manner. 

3. Positive impression matters

Whether you can convert the prospect or the lead or not, you must have a positive impression on them. Having the right tone and setting the right impression is very important. It might not be a positive response for you in terms of sales, but the impression will help you in generating better leads for the future or even help you convert this same lead in the next attempt.

No matter what the situation is, try to have a positive outlook and make the best to build relationships. Building professional relationships can help you go a long way in closing deals and making an impression for future collaborations. Try to understand the temperament of the prospect, and deal with them for a better, long-lasting impression.

4. Strategise before the call

As you have a limited time to create an impression on the prospect, building a strategy before the call is essential. Depending on the business sales, decide if you need to have a voice call followed by an email and then the call in place. You can have any other flow for the call as well. Decide how you can make the optimized impact on the prospects and move ahead accordingly.

Having any random flow for the cold call might not give you the desired results. Plan before you dial a prospect and keep every information handy for attending to the prospects in a better way.

5. Prepare a script before the call

A script might seem old school, but the assistance it can provide you with might be a great idea. You can keep all the use case scenarios ready to give examples to the prospects if needed. Be prepared for all the common answers and prepare your answers to convince the prospects. Do not overdo your answers. Knowing the exact scenarios of a conversation might not be possible, so have only the generic answers prepared and tweak them as per the requirement on the go.

You might update the script with each call depending on the questions you are asked by the prospect and how you deal with them. Having a script ready before each call might be a great way to learn as well. Be prepared and take each call as a way of learning to move ahead in making more successful calls in the coming days.

6. Send the information before calling

If you are selling a product or a service, or simply providing some information to the prospect for a future sale, decide if you need to provide them with some additional information. If the information is elaborate, you can have them sent across to the prospect via email. Make sure to have the mail in such a way that it is concise and clear. The prospect should not take a lot of time to read and understand what you have to say. You need not provide all information in the email.

Consider the email as a precursor of the call, and take your cue from the email to go ahead and close the deals. Do not make the message too elaborate and have call-to-action information in it for better utilization by the prospect.

7. Show empathy to the customer

Talking to the customer might require you to be emotional in the right way. You need not be too emotional, but having the minimum empathy is very important. Understand that you have made the call to strike a deal or make a sale, but understanding the customer pain points is also important. Putting across your point is necessary, but in the conquest, you need not overlook what the prospect has to say.

Being to the point is essential but also having the time to hear out the prospect is important. Only if you have the ears to what they have to say, can you make better sales calls in the future. Knowing the customer can happen first hand if you talk to them and listen to their woes.

8. Ask the right questions

As the time of the call is limited, asking the right question is essential. You need to have a generic list of questions to ask the prospect that can help you complete the sales. Only if you can ask the right questions, will you be able to get to the roots of the prospect’s pain points. You can use these questions to train your sales teams and make the best impact on the prospects.

Going forward, you will be able to prioritize the questions and make the best impact on your prospects within the limited time and the limited resources provided to you. However, you must understand that getting direct answers to such questions might not always be the case.

Be prepared to get the most complicated answers, but have the resources to simplify them and utilize them, turning them in your favor. These questions can vary from the simplest to the complex ones. 

9. Be yourself

Being yourself is essential on a call to reach out to the prospects. Remember always, there is an additional thing that you can provide, and a bot cannot. Understanding the pain points and reacting to them is the key to making successful sales. Knowing your prospects, talking to them, being yourself and dealing with their issues in the right way, is the key to successful sales. Empathy, time, and understanding the prospects can take you a long way in making successful deals. 

10. Don’t give up till the last

You must have the right attitude when you make the sales call. These sales calls can take a lot of time to convert. You should not lose hope till the end. As a salesperson, you need to be consistent with your efforts and make the most out of the opportunity provided to you. Spamming with calls might not be a good idea, but, you need to hang on till the end.

Consistency in efforts is what makes the best sales and ensures long-term professional relationships. If your attitude is negative right from the beginning, it might be evident to the prospect. Not having confidence in the product or service might lead to a loss of prospects as they will know that there isn’t reason enough to believe in what you have to sell.


The strategy of cold calling for business has evolved over time, but the basic idea of it remains constant and the results positive. Being a marketer, you need to understand the concept of cold-call first before you go ahead to implement other lead generation and acquiring strategies.

These are some of the techniques that can give you a cutting-edge over your peers in terms of lead generation and conversion. Follow the leads and make the most out of the cold-calling strategy.

There are a number of other essential techniques that you can utilize to make the best impact on your prospects and convert leads in no time. Understand the requirements of your business, and move ahead accordingly for the best results.


1. What is cold calling?

Cold calling is when a sales professional contacts potential customers by phone or email who have not previously expressed interest in a product or service.

2. Is cold calling effective for sales success?

Yes, cold calling can be an effective tool for sales success if done properly.

3. What are some tips for successful cold calling?

Some tips for successful cold calling include: identifying the right leads, having a conversation script prepared, offering value to the customer, being persistent, and staying positive.

4. How should I prepare before making a cold call?

Before making a cold call, you should do research on the company, understand the customer’s needs, have a clear understanding of your product or service, and create a script that you are comfortable with.

5. Is there a set amount of time I should spend on a cold call?

Not necessarily. You should focus on providing value to the customer, so the call may last a few minutes or several.

6. What should I do if the customer isn’t interested in speaking?

Ask if there is someone else who might be interested in hearing about your product or service, be polite, and thank them for their time.

7. What strategies should I use to handle objections?

Strategies for handling objections include reframing objections as questions, offering alternatives, and confirming the customer’s specific needs.

8. How can I ensure I am setting reasonable expectations?

You can ensure reasonable expectations by understanding your customer’s needs, providing accurate information, setting realistic timelines, and managing expectations throughout the call.

9. Are there any methods I can use to track my cold call results?

Yes. You can track your cold call results by logging calls and recording metrics such as time spent, results achieved, and customer feedback.

10. What should I do if my cold calls are not successful?

If your cold calls are not successful, review and revise your approach, experiment with different techniques, assess why certain calls weren’t successful, and be persistent in your efforts.

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