What is Cold Calling?

To answer the question of what is cold calling, I wanted to start by giving the dictionary’s definition of a cold call or cold calling.  It’s very simply a way for someone to contact another person, who may be an individual or someone who works for an organization, in an attempt to sell or maybe convince them to use the goods or services that you have to offer.

What is cold calling?


gerund or present participle: cold-calling
  1. make an unsolicited call on (someone), by telephone or in person, in an attempt to sell goods or services.

Why does it make sense to do it?

  • It could be a way for you to get your name out there and to create a buzz for your brand.
  • It could also be a way for you to learn what your customers may want or need.
  • Or it may be a way to communicate what you have to offer.

Who is/should be cold calling?

  • Inside sales representatives – this may be one individual or several thousand individuals depending on the company they represent.
  • Outside sales representatives – utilizing the phone to set appointments is a common task for an outside sales representative, who may gain some initial interest using the phone, then they would go meet them in person.
  • Business owners – every single company was once a startup and that meant the owner was more than likely very much involved in selling goods or services to help get the company off the ground.

How can you get better at it?

  • Practice – just like anything else you’ve tried to excel at, it will take practice and lots of it.
  • Review your calls – you may work for a company that already records your calls or you many need to find a program to do it but it’s well worth it.  It’s an opportunity to improve everything from your tone of voice, the questions you ask and how you overcome objections.
  • Coaching – you might already have a sales manager/sales director or vice president of sales that you report to, but if not, try to find someone who is willing to listen and can provide feedback on how you can improve.

There’s all kinds of ways that cold calling can benefit your business, but you have to be willing to learn from your mistakes and not be afraid to pick up the phone.  It’s not an easy profession but it can be rewarding if you’re willing to put in the work it takes to build a portfolio of business.  Here’s how to improve your sales process.

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