The Ultimate Guide to Cold Calling in 2022

updated on 28 June 2022
Cold Calling in 2022
Cold Calling in 2022

The cold calling process is a number game. Many calls are needed to get the desired result. The biggest aspect of a sales rep's productivity in this area is how good they are at making each call. These include a  process prioritizing contacting potential customers, the speed at which calls can be made, the time it takes to leave a voice email, the time it takes the hot leads to reply to a voice email, and discarding a lead then returning to the list and contact another lead. With the help of cold calling tips and techniques, you'll have a better chance of getting those numbers up!


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On the other hand, warm calling asks a potential client with whom a particular sales professional, or his company, has had previous contact. It is the opposite of cold calling. We may also find the same way for cold calling like cold emailing, it's an email that is sent to a potential customer that doesn't have any connection to you.

This method is widely used in business, especially those companies in telemarketing with skilled professionals like Salesperson, real estate agents, etc.

Why It's The Most Important

It is a key to new fresh business opportunities and customers. It's hard to argue that it offers one of the highest financial returns for new business growth. This is why it is such an important consideration in establishing a business's new marketing strategy, it takes training, skill, perseverance, patience, and stability.

Cold calls uniquely:

Makes You Learn. You can use your conversation with your prospect to find out the challenges they're facing. You can find out which other suppliers they’ve used and what they think of those suppliers, or whether they think your product is good or bad, and everything you want to know. Understanding the market helps you know what people want. It helps you adapt to better meet your prospects' needs and understand your competitors.

Measurable. Outbound sales software can inform you exactly how many calls and prospects your sales professionals are making. You can track how many phone calls result in appointments and listen to calls to see which lines are active or not. You can use the recordings to help improve your performance in the future.

Cost-effective. Making a conversation through calls costs you less than face-to-face meetings that need you to pay for travel, accommodations, dinners, etc. They also take a lot of time.

Is Cold Calling Dead?

The answer is no, there are still companies that utilize this sales process, and it's still one of the most effective ways of marketing if it's done right. It also allows you to personally interact with your potential client, making it more reliable and efficient. The reason for this is not to sell your product or service but to set up an appointment to present it. If you develop your skills, you can be successful in finding new clients. Though there are other ways of contacting prospects, it is not an outdated sales technique. 

Cold Calling Process Building

To make successful sales calls consistently, you need to plan ahead. You’ll want to search for qualified leads based on their job title, company, and industry, who fit your offer, engage them during the call and make them feel comfortable enough to say yes. There are cold calling tips and techniques to help improve and master your strategy.

Below is the ultimate guide to Cold Calling:

  1. Know and Prepare Your Product/Service - Before you start a cold call, you need to be familiar with the product or service. That means knowing what it does, how it works, who uses it, where it fits into the business model, and so on. If you are not familiar with products and services, you will have a hard time selling them.
  2. Identify Your Target Market - You should identify your target market before you begin cold calling. This will allow you to narrow down the companies and type of person you are going to talk to and focus your attention on them.
  3. Target the Right Person - A person who is relevant to a product and has the authority to buy or sell the product within the organization that will help improve your success rate. Most of these people have officers, also known as gatekeepers, who stood before you met them, but remember that they are as human as you and I.
  4. Persevere and Get Used to Rejection - Don't give up after the first call. Keep calling until you find someone from the list of prospects who is interested in your product or service. Asking your ideal customer about calling if it's a bad time gives them a way to end the call right away or reject what you might have to say.
  5. You should not consider "No" as a rejection, instead, use this as an opportunity to ask more questions and get to know more about your potential client.
  6. Plan Your Call Wisely - The people you want to reach out to are those who can influence and make choices – usually among the company's busiest people, so you'll want to consider when the best time is to contact them. They have too much on their plates during the day to answer calls from unfamiliar numbers, and they're surrounded by assistants and team members. Early in the morning or late at night are the best times to phone these people if you want to reach them. There's no such thing as a bad time if you plan your call wisely. It may not be the best time to call, but it is the right time. 
  7. Setting a Schedule - Set a weekly goal for the number of sales calls you'll make and block off time to make them. This will assist you in establishing and avoiding a waste of time in your routine.
  8. Follow-Up Calls - Persistence pays off. Most sales don't happen after your first, second, or even 3rd call. Follow up on referrals and make sure you're getting what you want. Don't give up if you don't get an in-depth meeting right away.
  9. Do Not Sound Like a Robot when You're Reading Your Script - You should know or study your cold calling script or cold sales pitch very well. You can learn how to speak naturally by practicing your script with your fellow sales rep. In that way, you'll learn a natural way of having a conversation with your cold prospect.
  10. Make Use of your Cold Call Script - Scripts are important for the cold call process because they can prepare for the interview and build your confidence. Before writing your cold calling script, make research about who or what could benefit from your product. Research also what are the common objections the prospective clients say when someone cold calls them. 
  11. Become an Active Listener - By listening positively, prospects feel respected and recognized, and encouraged to continue the conversation. As a result, they are more likely to share important information with you and listen to your value proposition.
  12. Effective Voicemails - Cold-calling usually results in a voicemail so leave voicemails that will get their attention about your product or service enough for them to call you back. Plan on what technique or strategy you will use to capture their attention in the voicemail.
  13. Learn - The process of learning is constant. Reviewing calls regularly will help you learn, be encouraged, and might have a high success rate of getting prospective customers to cold call better in the future. The help of your sales team or marketing teams to realize the mistakes will also improve your skills.

The National Do-Not-Call Registry

The National Do-Not-Call Registry, established by the FTC and FCC in 2003, allows consumers to register their phone numbers so they won't be contacted by telemarketers. It allows consumers to reject telemarketers or cold callers, however, this registry has exceptions to personal calls so sales professionals can still call businesses.

There are important rules that you as a Cold Caller must follow from the "National Do-Not-Call Registry": 

  • You must check the National Do-Not-Call Registry every 31 days to avoid calling numbers that are on the Registry;
  • You may call the prospects between 8:00 a.m. and 9:00 p.m.;
  • You must state your name and the purpose for your call;
  • Put their name in the “Do Not Call” list, if they ask to stop calls from you;
  • Treat your prospects with respect;
  • Get their written approval before withdrawing money directly from their bank accounts; and
  • Tell them the truth.

You have all the contacts you need, but it takes a long time for you to manually call those lists of contacts. It is hard finding the right time to call and most of the time they are not always likely to answer the phone and it will go via voice mail.

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