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Cold Calling: 5 Things You Must Do Before You Dial

Cold Calling: 5 Things You Must Do Before You Dial

Different organizations use different techniques to market their products and services. One of the techniques that many organizations use is cold calling. It is a marketing technique that involves reaching out to people who have not expressed interest in your services or products. Therefore, many people don’t like it. However, cold calling works when it’s done correctly. You can use this telemarketing technique to market your products and services and learn about your customers. Below are the five things you must do before you even pick up the phone.

Define Your Goals

You should define your goals before making a sales call. Finding more about your potential customers’ industries, buying behaviors, and businesses will help you come up with clear goals. After determining your goals, come up with questions that support these goals. You should ask your customers these questions during the call. However, you should limit the number of questions you ask during the call so that the virtual meeting does not feel like an interview. You should also carefully listen to the concerns and the questions that potential customers might have.

Structure Your Call

Before you make a sales call, you should structure the call. When structuring the call, you should practice how you will start the conversation. You should also develop a plan to help you shift your conversation from one topic to another. A cold call script can help you do this.

A cold call script is simply a script that you can use to help you sound better when making a sales call. However, you should not read the script word for word when making the call since doing so will make you sound unprofessional. Instead, it would be best to use the script to help you know what to say during the conversation.

Research More about Your Customers

Before you contact your potential customers, you should research more about them. Doing this will help you tailor your marketing approach to match the customers’ needs. It will also help you know more about their specific challenges and determine how your services and products can offer solutions.

Doing a general Google search can help you know more about your potential customers. Other things that you need to do to know more about these customers include checking their LinkedIn pages, checking their websites, and listening to the previous conversations that they had with your company. You can find such conversations in your CRM.

Your success in cold calling will depend on how organized your client’s data is. Therefore, after you have collected the clients’ data you need, you should organize it. A contact management tool can help you arrange this data.


For you to succeed in anything, you should practice. Cold calling is no exception. Therefore, you need to practice cold calling before making the actual sales call. When practicing, you should make trial calls with your friends and colleagues. Request your colleagues to ask the weirdest questions that potential customers can ask. You should also request them to try to be mean during the conversation. All this will prepare you for the call and help you figure out how to make the sales calls more successful.

While practicing, you should put yourself in the potential customer’s shoes. By doing this, you will think about the reactions you may receive from your potential customers.

Know Your Value

When making a sales call, you should assume that your potential customer is busy. Therefore, they will only have a limited amount of time to devote to you. That means when making the call, you should easily prove your value to this person. You can only prove your value if you already know it. Therefore, before making a sales call, you should take time to find out the value you can provide to the potential customer. For instance, you should find information to help explain their concerns and answer their questions.

Ask the Professionals

If you are still struggling with cold calling, there’s no need to worry. Seek out professionals for further training and assistance. B2B cold calling service providers can offer you more guidance for cold calling services. These professionals are usually well trained and use the industry’s best practices when making sales calls.

Cold calling can help you increase your sales. However, before you make a sales call, you need to do several things. They include preparing a script, researching your potential customers, and practicing.

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by Sierra Powell // Sierra Powell is a graduate of the University of Oklahoma with a major in Mass Communications and a minor in Writing. When she's not writing, she loves to cook, sew, and go hiking with her dogs.

Opinions expressed by contributors are their own.