Cold Calling Tips And Techniques: The Ultimate Guide (2022)

Cold Calling is alive and well in 2022! If you’re looking to improve your skills and close more deals, this guide is for you. We’re gonna cover a lot of ground today from the basics all the way to advanced strategies and actionable tips you can start using today.

So let’s jump right into it!

What is cold calling?

Cold calling is the process of contacting potential customers or clients who have not expressed interest in your product or service. It involves reaching out to people who may not be familiar with your company or brand, and attempting to sell them on what you have to offer.

While cold calling can effectively generate new business, it can also be a frustrating and challenging process. If you’re not properly prepared, you may struggle to make connections with potential customers.

Bottom Line: Cold calling is a fantastic tool, if not the best tool, to grow your business and/or sell your services.

Five Cold Calling Myths

Before we get into the meat of this article, I’d like to address some common (but wrong) myths and opinions about cold calling.

Cold Calling Is Dead/Cold Calling Doesn’t Work

This couldn’t be further from the truth! Cold calling is very much alive and well in 2022, and will continue to be an effective sales tool for years to come.

While it’s true that the way we make cold calls has changed over the years (more on that later), the basic premise is still the same: reach out to people who may not be familiar with your product or service, and attempt to introduce yourself and close a deal.

You Need To Be A Natural Salesperson To Succeed At Cold Calling

This is also not true. While being a natural salesperson can certainly help, it’s not a requirement for success.

With the right attitude and preparation, anyone can be successful at cold calling. The key is to believe in what you’re selling and to be able to articulate that belief to others.

You Need To Make A Lot Of Calls To Be Successful

This is a common misconception, but it’s simply not true. The number of calls you make is not nearly as important as the quality of those calls.

It’s far better to make 50 well-crafted and targeted calls than to make 500 random calls in the hopes that one or two will stick.

You Need To Be Pushy To Succeed At Cold Calling

Again, this is not true. While it’s essential to be assertive, you don’t need to be pushy or aggressive in order to succeed.

In fact, being too pushy is often a surefire way to alienate potential customers and damage your chances of making a sale.

People Hate Getting Cold Called

Sure, some people will be annoyed. But it’s just like any other form of advertisement, for example, Youtube video ads, popup ads on the internet, or even commercials on your TV.

While some people may not be interested, there will always be those who are intrigued and want to learn more about what you’re offering. You’ll realize that those same people you thought you’d annoy were actually GRATEFUL that you called.

4 Critical Things You Need To Understand Before Cold Calling

Know Your Business

Do you even know what you’re selling?

I know this might sound ridiculous to some – but just hear me out.

You’d be surprised how many salespeople try to sell a product or service without a firm understanding of what they’re selling.

If you can’t articulate the value of your product or service in one sentence, you need to go back to the drawing board.

Who Is Your Ideal Client?

You also need to have a good understanding of who your ideal client is. Trying to sell a luxury car to someone who’s never owned a vehicle before is probably not going to be very effective.

But if you know that your ideal client is a middle-aged bachelor looking for a reliable and luxurious car, you can tailor your pitch to appeal to that demographic.

To put it another way, why would a person with a pet bulldog buy kitty litter?

What Problem Are You Solving?

People don’t buy products or services; they buy solutions to their problems. If you can’t articulate the problem that your product or service solves, you’re not going to be very effective at selling it.

For example, let’s say you’re selling a new type of vacuum cleaner. It’s not enough to say that it’s the best vacuum on the market; you need to explain how it solves a specific problem that your customer is facing.

What’s Your USP?

Your Unique Selling Proposition is what sets you apart from your competition. If you can’t articulate what makes you different, you’re going to have a hard time selling your product or service.

People buy from businesses they know, like, and trust. If you can establish yourself as an authority in your industry, you’ll be much more likely to close a sale.

Preparing For Your First Cold Call

Now that you understand the basics, let’s go over how to prepare for your sales calls.

Research Your Leads

The first step in preparing for your cold call is to do your research. You need to know as much as you can about your lead before picking up the phone.

Some things you’ll want to find out include:

• What is their position in the company?
• What are their pain points?
• What is their budget?
• What is their buying timeline?

The more you know about your lead, the easier it will be to sell and/or qualify and find out if it’s a good fit.

Create A Script

Once you’ve done your research, you’ll want to create a script. This doesn’t mean that you need to memorize a sales pitch; it just means having a general outline of what you want to say.

Your script should include an introduction, a brief explanation of what you’re selling, and a call to action.

You should also have a list of objections that you can anticipate and rebuttals for each one. (We’ll get into objection handling a bit later)

Practice Your Delivery

Once you have your script, it’s time to practice your delivery. The best way to do this is to role-play with a friend or colleague.

If you don’t have anyone to practice with, you can always record yourself and listen back to see how you sound.

The goal is to sound natural and not scripted. You want to make sure that your tone is friendly and conversational.

The Gatekeeper

Get used to this term; you’ll hear it a lot. The gatekeeper is the person who answers the phone and screens the calls for the person you’re trying to reach.

Your goal is to get past the gatekeeper to speak to your potential customer.

Here are a few tips:

Be polite: The gatekeeper is just doing their job, so there’s no need to be rude or aggressive.

Be persistent: If the gatekeeper says your potential customer is not available, ask when would be a good time to call back.

Have a script: Having a script will help you stay on track and avoid getting tongue-tied.

Be prepared to answer questions: The gatekeeper may ask you questions about your product or service, so be ready to answer them.

Be Direct: Remember – the gatekeeper is NOT your customer. Don’t waste time getting into your entire spiel; be direct and let them know why you’re calling.

Qualifying Sales Leads

Now that you’ve gotten past the gatekeeper, you’re up to the fun part – actually speaking to your potential customer!

The first significant part of cold calling is qualifying your lead. We touched on this briefly, but let’s go into a little more detail.

You need to find out as much as you can about your potential customer to determine whether or not they’re a good fit for your product or service. Likewise, this is the chance for the prospect to determine if you are a good fit as a solution provider for them.

Qualifying is essentially the cornerstone to successful cold calling.

Do you remember the example from above, trying to sell kitty litter to someone with a bulldog?

The Numbers Behind Qualifying Leads

Let’s take it a step further. Let’s say you sell fantastic kitty litter, and you’re talking to someone who owns a few cats. Does that automatically make them a good lead? Nope.

Let me give you an example. Let’s say you sell Website Redesign services. You make the best websites in the world, with all the bells & whistles. So you go out there and look for 100 poorly designed websites. You’re excited to make these calls because you think they ALL need a new website, right?

So after calling through your list of 100 potential customers, 50% of them told you they just don’t care for a new website because they get business through another source. Maybe another 35% told you they just don’t have the means to invest. And 10-15% of them told you they’re actually looking for a new website and willing to pay to get it done right.

This is why qualifying is important. Just because someone looks like a great potential client, doesn’t mean they are. Your job is to drill down to find that 10 – 15% that actually need what you’re selling and are willing to invest in it.

How To Qualify A Sales Lead

To qualify a lead, there are four key indicators or questions you want to answer:

• Need: Does the customer have a need for your product or service?
• Budget: Does the customer have the budget to invest in your product or service?
• Authority: Does the customer have the authority to make decisions about your product or service?
• Timeline: Does the customer have a timeline for investing in your product or service?

Once you’ve answered these questions, you’ll have a much better idea of whether or not this person is a good lead.

If they don’t have a need or budget for what you’re selling, there’s no point in trying to sell them. If they’re not the decision-maker, you’re just wasting your time – it’s like trying to make your sales pitch to the gatekeepers. And if they’re not looking to invest any time soon, you might as well move on to someone who is.

By qualifying your leads, you’re saving yourself AND the prospect a lot of time, energy, and resources by weeding out those that aren’t worth your current attention.

Qualification Script Example

What kind of guide would this be without an example? Here’s how the qualification call would typically go once you get your prospect on the phone. I’ll use web development/marketing as an example again.

By the end of this call, we’ve accomplished a few things:

✅ We’ve identified that the prospect is in need of our services.

✅ We’ve qualified them by identifying that they have the budget to invest.

✅ We’ve established that they have the authority to make decisions.

✅ We’ve set up a time to continue the conversation and go for the close. (Wednesday afternoon).

And we’ve even gotten their email address to send them more information.

The best way to close more deals is to simply work with better leads – those that are actually interested in what you’re selling and have the budget to invest. By qualifying your leads, you can do just that.

Objection Handling For Cold Calling

Now, if only calls went as smoothly as that every time, right? In reality, you’re going to encounter objections. It’s inevitable. And that’s ok!

In fact, objection handling is one of the most important skills you can learn as a salesperson. Why? Because learning how to effectively handle objections will help you close more deals and make more sales. And that’s the name of the game, right?

Now that you know how and why to qualify your leads, it’s time to learn how to handle objections.

What is an objection?

Objections are when a prospective customer tries to find a way out of the sale.

They’ll say things like:

• “I need to think about it.”
• “It’s not a good time.”
• “I don’t have the budget.”
• “I’m not interested.”

Objections are a natural part of the sales process, and there’s no way to avoid them. But just because they’re inevitable doesn’t mean you can’t overcome them.

How to Handle Objections

The best way to handle objections is to anticipate them before they happen. What do I mean by that, exactly?

When you’re on a call with a prospective customer, try to put yourself in their shoes. What objections might they have?

Once you’ve identified a few potential objections, you can prepare for them in advance.

For example, let’s say you’re selling software that helps businesses manage their social media accounts.

Some common objections you might encounter are:

• “I don’t have time for social media.”
• “I don’t know how to use social media.”
• “Social media doesn’t work for my business.”
• “I’ve tried social media before, and it didn’t work.”

By anticipating these objections, you can come up with responses in advance. That way, when the objection comes up, you’re not caught off guard.

Some possible responses to the objections above might be:

• “I totally understand how you feel. But our software is designed to save you time, not add to your workload. In fact, our customers have found that they save an average of 2 hours per day using our software.”
• “That’s a valid concern. But you don’t need to be a social media expert to use our software. It’s designed to be user-friendly and easy to use, even for those with no social media experience.”
• “I hear that a lot. But the truth is, social media can work for any business if it’s used the right way. And our software can help you do that.”
• “I’m sorry to hear that. But maybe you just weren’t using the right tools. Our software is designed specifically to help businesses achieve results with social media.”

As you can see, by anticipating objections, you can come up with responses that will help you overcome them.

But what if you can’t think of any potential objections in advance?

Don’t worry – there’s still hope!

Even if you don’t anticipate an objection, you can still handle it effectively. The key is to stay calm and keep your cool.

Remember, objections are a natural part of the sales process, so there’s no need to get defensive or take it personally.

If you can keep your composure and respond in a way that puts the customer at ease, you’ll be able to overcome almost any objection.

4-Step Process For Objection Handling

Can’t think of any potential objections? No worries! Follow this 4-step process for handling objections, and you’ll be able to overcome almost any objection that comes your way.

Acknowledge the objection

The first step is to simply acknowledge the objection. This shows the customer that you’re listening and that you understand their concerns.

For example, you might say something like:

• “I understand that you’re concerned about…”
• “It sounds like you’re not sure if our product is right for you because…”
• “I get it – you’re hesitant because…”

By acknowledging the objection, you’re showing the customer that you understand their concerns. And that’s the first step to overcoming them.

Empathize with the customer

The next step is to empathize with the customer. In other words, put yourself in their shoes and try to understand how they’re feeling.

For example, you might say something like:

• “If I were in your position, I would probably feel the same way.”
• “I know how you feel – I’ve been there myself.”
• “I completely understand where you’re coming from.”

By empathizing with the customer, you build rapport and show that you understand their perspective. And that can go a long way in overcoming their objection.

Reframe the objection

The next step is to reframe the objection. In other words, look at it from a different perspective.

For example, if a customer says they don’t have time for social media, you could reframe the objection by saying:

“It sounds like you’re really busy and you need to be sure that any additional task is going to be worth your time. Am I right?”

By reframing the objection, you’re showing the customer that you understand their concern. And you’re also giving them a chance to see the situation from a different perspective.

Offer a solution

The next step is to offer a solution. In other words, show the customer how you can help them overcome their objection.

• “What I’d suggest is…”
• “One way to solve that problem is…”
• “If you’re worried about X, we can help by doing Y.”

By offering a solution, you’re showing the customer that you understand their concern and that you have a way to help them overcome it.

Leaving Effective Voicemails That Work

So what happens when you can’t reach a decision-maker on the phone? You leave a voicemail, of course!

But not just any voicemail – an effective one.

The goal of a voicemail is to get a callback, plain and simple. But that’s easier said than done.

So how do you leave an effective voicemail that will actually get a callback?

By following the tips below:

Keep it short and sweet: The key to an effective voicemail is to keep it short and to the point. Long voicemails are more likely to be ignored, so make sure you get your point across quickly.

State your name and company: Be sure to state your name and your company’s name at the beginning of the voicemail. This will help the decision-maker know who you are and why you’re calling.

Don’t try to sell: Don’t try to sell in your voicemail. The goal is simply to get a callback, so stick to that.

Leave a call-to-action: Be sure to include a call-to-action at the end of your voicemail. This could be something like, “I’ll try you again tomorrow,” or “I’ll give you a call next week.”

By following the tips above, you’ll be able to leave an effective voicemail that will actually get a callback.

20 Expert Tips & Techniques For Cold Calling

We’ve covered some of the most important cold calling tips, but there’s always more to learn.

So in this section, we’re going to share some more expert tips and techniques, summarize some of the more critical parts from above, and give you some actionable steps that you can take to improve your cold calling.

Here are 20 expert tips and techniques for cold calling:

1. Start with a script

If you’re new to cold calling, starting with a script is crucial. This will help you know what to say and keep the conversation on track.

It doesn’t mean that you need to read it word for word – in fact, that’s often a bad idea. But having a script as a guide can be helpful, especially when you’re first starting out.

2. Keep it natural

Once you’ve got the hang of cold calling, it’s important to keep it natural. This means not sounding like you’re reading from a script and not sounding like a salesperson.

The best way to do this is to be yourself and have a conversation. Remember, a prospect is a regular person, just like you.

Plus, over time, you’ll get better and better and figure out the key points of your script to focus on.

3. Keep it short

When you’re writing your script, make sure to keep it short. People have short attention spans, so the shorter your script, the better. I always like to emphasize the importance of brevity in sales.

Brevity is especially important on a cold call because you don’t have a relationship with the prospect yet, and they are just a click away from getting you off the phone. So if you ramble on, they’re likely to tune out or even hang up.

4. Know your product

One of the most important things you can do when cold calling is to know your product inside and out. This way, you’ll be able to answer any questions that come up and show the prospect that you’re an expert.

One thing to be aware of, however, is information overload. You don’t want to overwhelm the prospect with too much information, so only share what’s necessary.

5. Be prepared for objections

As we discussed, objections are a normal part of the sales process, so you need to prepare them.

Remember, the best way to do this is to anticipate what objections might come up and plan how you’ll address them.

Follow the 4-step process outlined above, and you’ll be handling objections like a pro in no time.

6. Listen more than you talk

Most people think that the key to selling is talking. But in reality, the key is listening.

The more you listen to a prospect, the more you’ll be able to understand their needs and tailor your pitch accordingly. But just remember, you are the one with the solution, so don’t be afraid to share your knowledge and show your worth.

7. Use open-ended questions

Open-ended questions are a great way to get a conversation going and gather information about a prospect.

These are questions that can’t be answered with a simple yes or no. Instead, they require the prospect to elaborate.

Some examples of open-ended questions include:

• What are your thoughts on… ?
• How do you feel about… ?
• Can you tell me more about… ?

8. Use silence effectively

Silence can be a powerful tool when used correctly. If you’re talking too much, it can be helpful to take a pause and let the prospect talk.

You’d be surprised at how effective this is in getting your prospect to open up and start handing you all the information you need on a silver platter.

Plus, you know the saying, “The first one to speak loses.” (Not that your customer loses for working with you, but you get the point)

9. Take notes

One of the best ways to show a prospect that you’re interested in them is to take notes. This way, you can remember key details about their business and their needs.

Not only will this help you tailor your pitch, but it will also show the prospect that you’re invested in their best interest. Plus, you can even use these notes later on to personalize future interactions and build rapport.

10. Ask for the sale

At some point, you’ll have to ask for the sale. And there’s no need to be shy about it.

The best way to do this is to be direct and use a call to action. For example, you might say something like, “I’ll send you the proposal today. All I need is your signature on the bottom line.”

11. Use a sense of urgency

Creating a sense of urgency is a great way to motivate a prospect to take action.

One way to do this is to offer a limited-time discount or bonus. For example, you might say, “If you sign today, I’ll give you 10% off.”

12. Use positive language

When you’re on a call, it’s important to use positive language. This means using phrases like “I’m happy to hear that” or “That sounds great.”

Positive language will make you sound more friendly and upbeat, putting the prospect at ease.

13. Take notes

Taking notes during a call is a great way to ensure that you don’t forget anything important. It also shows the prospect that you’re interested in what they have to say.

14. Focus on the future

When you’re talking to a prospect, it’s important to focus on the future. This means talking about things like their goals and objectives.

Focusing on the future will help you

15. Be flexible

Flexibility is key in sales. You need to be able to roll with the punches and adapt on the fly.

This means being open to changes in the script or conversation and being able to think on your feet.

16. Use a friendly tone

Your tone of voice is your most important tool on a call. It’s more important than the words you use.

With that in mind, you need to make sure that you’re using a friendly tone. This will put the prospect at ease and make them more likely to listen to what you have to say.

17. Smile and dial

Smiling is another way to make sure you come across as friendly and approachable. And it’s also a great way to make yourself feel more positive.

So, when you’re making calls, make sure to smile. It’ll make a world of difference.

I used to place a mirror in front of me when I first started making calls to make sure I never forgot to smile!

18. Embrace Rejection

Rejection is a part of sales. You’re going to get hung up on, told no, and even laughed at from time to time.

But you can’t take it personally. Embrace rejection and use it as motivation to keep going.

19. Be Persistent

Persistence is vital in sales. You need to be able to handle rejection and keep pushing forward. But you also need to be able to have success and not get complacent.

The best salespeople are the ones who are always working to improve, no matter how successful or unsuccessful they currently are.

20. Know When To Call

Believe it or not, there are better times to cold call than others.

For example, you’re more likely to get a live person on the phone if you call during business hours. And you’re more likely to get through to a decision-maker if you call earlier in the week.

And don’t forget about cold calling on the weekends. Cold calling on a Saturday can be a surprisingly effective time to make your sales calls.

Conclusion

The art of cold calling is still a valuable skill to have in your sales arsenal. By following the tips and strategies we’ve outlined, you can be well on your way to mastering this essential skill.

If you want to be successful in cold calling, it’s important to stay ahead of the curve. The best tips and strategies for succeeding with cold calling in 2022 may differ from what worked for you in the past. Stay learning, stay killing it out there.