The Do’s and Don’ts of Cold Calling

Primary do is “Get your S!@#T together and just do it.” Put time aside every day.

Primary don’t – Put it off because you don’t like it.

Cold calling is an effective sales technique, when done correctly, where a salesperson contacts potential customers who have not previously expressed interest in the offered products or services. The goal is to introduce the product or service, generate interest, and potentially set up a follow-up meeting or sale. Cold calling can be daunting, but as one of the oldest forms of marketing, it really can work.

Here are some do’s and don’ts to help you make the most of your cold calling efforts:

The do's of cold calling


Do Research:

Research your prospects thoroughly before making the call. Understand their business, needs, and potential pain points.

Do Prepare a Script:

Have a well-prepared script that outlines the key points you want to cover. Be ready to adapt based on the conversation.

Do Personalise the Call:

Start with a personalised introduction that references something specific to the prospect, such as their recent achievements or relevant industry news.

Do Be Professional and Courteous:

Maintain a professional and courteous tone throughout the call. Respect the prospect’s time and preferences.

Do Establish a Connection:

Build rapport by showing genuine interest in the prospect and their business. Ask open-ended questions to encourage dialogue.

Do Focus on Benefits:

Highlight the benefits and value of your product or service rather than just listing features.

Do Handle Objections Gracefully:

Be prepared to handle objections with well-thought-out responses. Listen to the prospect’s concerns and address them calmly and confidently.

Do Follow Up:

If the prospect shows interest but isn’t ready to commit, schedule a follow-up call or send additional information.

Do Keep Track:

Use a CRM system to keep detailed records of your calls, including notes on the conversation and next steps.

Do Respect Do Not Call Lists:

Ensure you are compliant with all relevant regulations, including respecting do-not-call lists and other privacy laws.

The don'ts of cold calling


Don’t Sound Scripted:

Avoid sounding like you’re reading from a script. Practice to make your delivery natural and conversational.

Don’t Be Pushy:

Don’t pressure the prospect into making a decision on the spot. High-pressure tactics can damage your credibility and rapport.

Don’t Talk Too Much:

Avoid dominating the conversation. Aim for a balanced dialogue where the prospect feels heard and valued.

Don’t Ignore Rejections:

If a prospect clearly states they are not interested, respect their decision and end the call politely.

Don’t Focus on Negative Aspects:

Don’t speak negatively about competitors or dwell on potential problems. Focus on the positive aspects of what you offer.

Don’t Overwhelm with Information:

Avoid bombarding the prospect with too much information at once. Keep your pitch concise and to the point.

Don’t Forget to Listen:

Don’t neglect active listening. Pay attention to what the prospect is saying and respond accordingly.

Don’t Schedule Calls at Inconvenient Times:

Be mindful of the prospect’s time zone and typical business hours. Avoid calling too early, too late, or during lunch hours.

Don’t Fail to Identify Yourself:

Always introduce yourself and your company clearly at the beginning of the call. Transparency builds trust.

Don’t Make False Promises:

Never promise something you can’t deliver. Honesty and integrity are crucial for building long-term relationships.

Cold Calling

Effective cold calling is a powerful tool in Sales, offering direct engagement and numerous opportunities for business growth and development. By following these do’s and don’ts, you can increase the effectiveness of your cold calling efforts and build stronger connections with your prospects.

Contact KONA today to discuss our tailored Sales Training Programs and the benefits they can bring to your Sales Team.

Call 1300 611 288 or email [email protected]