What is Cold Calling?

Cold calling is the term used when you call someone you've never met. This article provides a high-level overview of cold emailing as well as an activity and discussion questions that can be utilized for group learning.

Cold calling is a technique used in sales to phone someone you’ve never met before. The contact has not previously expressed interest in your service which is why the contact is referred to as "cold".


Activity 

Practice making a cold call. Break into pairs of 2 and use the script below.

  • Introduction
    • “This is _______ from _______, how have you been? [Pause] “Good. I’m glad to hear that.”
  • Reason (make it personalized if possible)
    • “The reason for my call is______.”
  • Ask / Up-front Contract
    • Commitment
      • “How about if you give me the next 27 seconds…”
    • Agenda / Why
      • “...to let you know why I think we might be a good fit for you and your team…”
    • Outcome / Action
      • “...at the end of the 27 seconds, YOU tell me if it makes sense to continue the conversation from there…”
    • Consent
      • “Is that fair?”

Discussion Questions

What are the benefits of cold calling?

How is cold calling different from cold emailing and why is it a valuable sales strategy?

What should you say in a cold call? Are you using BANT?

How to Use the BANT Sales Framework and Process:

  • Know the prospect's budget.
  • Who are the stakeholders in the decision-making process?
  • What is the problem and how can you help?
  • Do you have a timeline prepared?
  • Be informed through blogs, social media, news, and wherever else you can find information.

Resources

Blogs:

Download a copy of this guide here and check out this fun cold calling tip sheet.