8 Simple Tips For Cold-Calling Customers

Most people simply dread the idea of making cold calls. There are many reasons why it can be difficult. However, remember this, the worst thing that can happen is that the person will say, “no”. Usually, you have a good-sized list to call, so one or two rejections should not be taken personally and you must just go on to the next name on the list, put a smile on your face and try again. The truth is that the more you are prepared with the right approach, have chosen the right possible prospects, and are ready with some solutions to objections, the better chance you will have of being successful. Just do not be afraid!

Here are 8 simple tips to help you to be more successful when making cold-calls:

  • Tip #1. Set the right goal. A cold call can be used to sell outright, to set up a face-to-face meeting, to set up for a longer telephone conversation, or even just to nurture a relationship.  Make sure that you know exactly what you want to say and that your attitude matches the goal that you are trying to reach.
  • Tip #2: Do your research. Find the “hot buttons” that will motivate the prospect to take the next step, whatever that may be. For example, if the prospect is a CFO, your best opening might be to point out the difference between the financials of the prospect’s firm and other firms in the same industry.
  • Tip #3: Never try to wing it. Knowing what you are going to say ahead of time helps ensure that your message will be clear, impactful, and influential. Try creating a script that maps out your basic conversation, covers the potential objections, and provides the “close” on whatever action will fulfill the goal of the call.
  • Tip #4: Rehearse until its second nature. Rehearsal will transform the script into a more natural conversation. You must internalize and prepare for the rhythm of the call so that your statements and questions flow more authentically. Rehearsing your conversation content will also reduce the anxiety that you may feel about making the call.
  • Tip #5. Assume the prospect needs you. Approach the call as if you have information and perspective that the prospect truly needs. Emphasize in your own mind that you can contribute to both the success of the prospect and the success of the prospect’s business. And, if you have really done your homework, you should actually have some of this information about the prospect and that should make this tip more believable.
  • Tip #6. Differentiate yourself within 15 seconds. You have fifteen seconds (more or less) to communicate to the prospect that you are somebody worth speaking with. This is not sufficient time in which to convey very much information.  Therefore you need to be discerning in how you open the conversation.
  • Tip #7: Don’t sell prematurely. There will be times when a cold call might engender an in-depth conversation.  Even so, you must remain aware of the intended outcome of the cold call. Perhaps you want to set up another meeting at which you can delve much deeper into what the prospect needs and how you can help with those specific needs. Without being pushy, it is a good idea to move the conversation towards that goal.
  • Tip #8: Every cold call is a victory. A cold call that eliminates a prospect is just as good, or even better in some cases, as one that puts a prospect into your pipeline. Therefore, every cold call is a victory and should be celebrated as such. Besides, the more calls you make, the better you will get at it and ultimately, the more successful you will become.

So, what are you waiting for…..time to get started making some cold calls! Just follow the tips above and soon you will be making all sorts of sales and enhancing your relationships with your customers.


Sandy Chernoff
Sandy Chernoff
SANDY'S 30 years of didactic and clinical teaching in study clubs and continuing dental education, coupled with her almost 40 years of Dental Hygiene practice bring a wealth of experience to her interactive soft skills workshops. With her education background she easily customizes interactive sessions to suit the specific needs of her clients. Her energetic and humorous presentation style has entertained and informed audiences from Victoria to New York City. Sandy’s client list includes law firms, teaching institutions, volunteer and professional organizations and conferences, businesses, and individuals. Her newest project is turning her live workshops into e-learning programs using an LMS platform. Her teaching and education background have helped her to produce meaningful and somewhat interactive courses for the learners wanting the convenience of e-learning options. As the author of 5 Secrets to Effective Communication, Sandy has demonstrated her ability to demystify the complexities of communication so that the reader can learn better strategies and approaches which will greatly improve their communication skills and ultimately reduce conflict, resentment, disappointment, complaining, and confusion. As a result, the reader will be able to increase productivity, efficiency and creativity, improve all the relationships in their lives and ultimately enjoy a happier, healthier existence! Sandy blogs regularly on her two websites on the various soft skills topics that are featured in her workshops and e-learning programs.


    • thanks, Chris…..certainly if you can involve them in your pitch it is much more likely to fly! And yes, in person is always easier in the end, but you do have to secure that face to face appointment.