Learn what being a member does for you
The Seller Styles
See a summary of all our programs and certifications
Certified Professional Sales Person(CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader(CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Certified Master Sales Trainer (CMST®)
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Certified Professional Sales Associate (CPSA®)
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
About Our CEO
Standards of Conduct
Common Questions and Answers
A cold call is an outgoing call to someone who doesn’t know you or the company you represent. This means they are not waiting for your call. They aren’t seeking to establish a relationship with you. In these situations, you can’t count on a warm and welcoming reception. A challenging prospect – this is where the art of the cold-calling script comes into play.
There are many benefits of making strong cold calls. Let’s take a look at some techniques to strengthen your process.
Let’s consider a few examples to better understand how to cold call a business – and what types of calls exist:
When you initiate calls of the last type the person on the other end doesn’t think they need anything from you. Their interest in this case is much less than when they make the call themselves.
The same applies to sales cold calls.
It’s easier to establish rapport with a contact who is familiar with you, but when it comes to cold call selling – it’s more of a challenge. There are special tools and techniques that can help you through this.
Let’s look at key points to find personal solutions for how to cold call a company effectively.
We briefly discussed what cold calling is in sales. But the main question remains: What is the proper approach to this process?
You won’t find success without knowledge, practice, and experience. Let’s discuss how to cold call a company in more detail.
Experienced salespeople are always prepared – and masters of communication. A lot of us don’t have years of experience.
What if you haven’t clocked up hours of practice on the job conducting cold calls? You will need preparation and planning – and a strong cold call script is a perfect solution for this.
According to statistics from CrunchBase: Companies that don’t cold call have 42% less growth than those that do.
The reason for this is that well-written scripts give you general guidelines for the conversation and how it should flow.
They give you access to useful and proven phrases. So you can focus on what’s most important – your prospect’s needs.
In a well-planned script – you will even have answers to awkward questions and curve balls that your client may throw at you. All are important steps in improving the success rate of your calls.
First and foremost, you need a proper structure for successful cold-calling scripts. Be sure to include the following:
With this structure in mind, let’s move on to what to say on a cold call.
You have 10 seconds to grab your prospect’s attention. This makes your opening lines vital.
If you don’t pull them in, right there and then, they won’t listen to the rest of your conversation – and you will lose them.
This is why you need to know how to start a cold call:
It’s better to start by using the person’s name, for instance, ‘Please, connect me with Mr. Jones’ or just ‘Mark Jones, please.’ When they answer, repeat their name.
When you write an effective cold-calling script, keep in mind the main goal of the intro: Make sure the prospect understands that this is a sales call.
Most people are resistant to wasting their time on something unknown – Engage them.
If they are not sure that you can help them straight out the gate, you’re starting with a disadvantage – you need to strengthen your opening.
Therefore, make sure to mention the key benefits of your product/service in your cold call introduction script.
How will this solve your prospect’s pain points? Introduce these ideas early and elaborate on them later:
In addition, a B2B cold calling script has to deal with the client personally. Try to get some information about them and their needs beforehand. Social networks can be very useful for this.
You can gain a better idea of what to mention to grab your prospect’s interest and how to make a cold call sale.
Being personal will encourage them to want to learn more about your product or company – and ultimately make a purchase in the final step.
What about your goal? All cold call examples should include this. The close. Keep in mind that it’s almost impossible to cold-sell something on the first call. Even for the most successful and experienced salespeople.
Don’t be discouraged.
Your main goal here is to organize a real meeting or a longer call that would allow for a more detailed pitch.
So, how to make cold calls for sales? Closing a meeting is similar to closing a sale.
You need to be simple and precise, for example, ‘I would like another 20 minutes of your attention to tell you about the personal benefits that await you, on Wednesday at 3 PM?’
Be sure to leave some open questions and expectations for the next call.
At this stage, you may hear objections. The client could say that they’re not interested in your product at all or they have no free time.
Therefore, a good cold call script sample always contains responses to possible objections listed at the end.
They make you more confident and allow for quick-fire responses to possible objections. Preparation is key. After responding, return to your initial question and close your appointment.
These are some key points on how to get better at cold calling and benefit from the extra reach they provide. After you gain some experience and personalize your scripts, you can achieve significant results.
It’s definitely better to have and use a cold call phone script than not. As it gives you the confidence and structure that your success depends on. Go close that call.
About the author