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12 Best cold calling tips for sales calls [with examples]

Key Takeaways
  • B2B calling in sales is a practice where sales reps reach out to potential clients who are not expecting their call. A proactive sales approach initiates a conversation with a prospect to turn them into customers.
  • Instead of approaching everyone, define your target audience and develop a strong list of ideal sales prospects to ensure more successful cold calls.
  • The opening statement in a cold call is crucial and should be impressive enough to pique the prospect's interest and elicit a positive response.

We’ll look at some of the top advice for sales representatives to employ while cold calling in this post to help them succeed. And we’ll also consider some good examples for each cold calling tip to help you implement them in real-life scenarios.  

‘Cold Calling,’ especially in the sales segment, is like entering an unknown realm and conquering it with your interpersonal selling skills.  

You approach total strangers who have no prior knowledge of your call. So how will you excel in Cold calling, and what are the best tips of cold calling that really work?  

No doubt, cold call is one of the most cost-effective mediums for businesses to reach new customers.  

Instead of spending hours writing a blog to generate leads or wearing creative hats to draft highly impactful emails, why not just pick up the phone and speak?  


But they are selling a product immediately after the first phone call is difficult. However, cold calls aren’t even meant for that.  

Cold calling is an opportunity to acquaint a potential sales prospect with your company and product.  

Cold calling is the essential ingredient in B2B sales. But unfortunately, most companies feel cold calling is a thing of the past, and they avoid using it.  

They need to learn good cold calling tips or are waiting for a miracle to drum up their sales.  

However, this old-school technique has worked for many companies.  

One of the best examples is “Uber,” a modest business idea that began as one in 2009 and has since expanded into a multinational company. 

Even the founder of Uber implemented the cold calling sales strategy to find his first few customers.  

“I went to Google, typed in San Francisco limousine or chauffeur, completed an Excel sheet, and began dialling for money, right? Three of the first ten men I contacted hung up on me before I could finish my sentence, while others would listen for about 45 seconds before hanging up, and three of them responded, “I’m interested; let’s meet.” Additionally, if you cold call and three out of ten respond with “let’s meet,” you may have something. — Travis Kalanick, Uber’s founder 

Done correctly, cold calling can help improve your B2B sales.  

It is the best way of adding high-potential deals to your sales pipeline and a direct source for understanding a prospective buyer’s requirements and business challenges.  

Cold calling requires persistence, patience, and proficiency to succeed. So, let’s identify some of the best sales tips for cold calling.  

Success is the sum of small efforts- repeated day in and day out – Robert Collier. 

What is B2B cold calling in sales? 

B2B calling in sales is a practice where sales reps reach out to potential clients who are not expecting their call. A proactive sales approach initiates a conversation with a prospect to turn them into customers. B2B cold calling is usually targeted at businesses that find value in the product or service being sold.  

With B2B cold calls, the target is often a decision-maker within a business. The aim is to pique their interest and guide them through the sales funnel, from initial awareness to consideration and finally towards making a purchase decision.  

Despite being seen as a traditional method, B2B cold calling remains integral to many businesses’ sales outreach efforts.  

Success in B2B cold calling is primarily measured by how many calls result in a positive outcome, such as booking a discovery call, scheduling a demo, or even closing a sale.  

Therefore, improving cold calling skills is a constant focus for sales teams to drive their success. 

What are the effective B2B cold calling tips for sales success?

Below are a few cold calling tips that will help you in increasing your B2B sales call success ratio:

1. Start it right

There is no second chance in cold calling. It is now or never! 

Once you annoy the prospects, they will never answer your phone call again. So, it is crucial to creating an impact as soon as they get on the line. 

Your opening statement should give them a reason to stay on the call and listen to you. 

Organize your thoughts before the call and come up with a statement that piques the prospect’s interest. 

It must be so impressive that it gets out a response like “tell me more” from the prospect; providing permission to further question them for uncovering their business needs. 

Statements you “SHOULD NOT” use as an opening statement for a cold call: 

  • “Did I catch you at a bad time?” Sales professionals try to demonstrate respect for the prospect’s time with this question, but it often backfires and results in negative responses. Using this statement to open a cold call makes you 40% less likely to book a meeting. 
Did I catch you at a bad time - cold calling
  • “Do you have a minute to talk?”

This is one of the most commonly asked questions that can show your prospect an exit door to avoid the conversation, as no one has time to hear a sales pitch. 

What are the right openers for a cold call?

You can use the below statements to open a cold call:

  • “Hi, Mr. Keith, Derick Nathans here, calling from ABC company. My company works with leading oil and gas firms in Athens, Georgia. Would you like to hear about the benefits these companies enjoy through our product?” 
  • “Hi, Mr. Ryan. This is Stalna Williams here, and I am calling from XYZ company. We provide (product/service) to help companies minimize their (_____expenses) and maximize their productivity as well as monthly sales revenue. Would you like to hear the details to see if it would be valuable for you and your team?” 
  • ”How have you been?”
How have you been cold calling tips 2

This simple question can increase your chances of arranging a meeting with your potential sales prospect. 

Opening a B2B sales call with this question boasted a 6.6X higher success rate than the baseline. 

2. Define your list

Define your list of cold calling

It might seem tempting to Google and dial the numbers you see. But is it effective? This is one of the cold calling tips that are tedious sometimes, and you’ve to perform some brainstorming. 

It is about more than how many calls you make. 

You might call 50 companies and complete your daily calling target, but will it help achieve your monthly sales target?  

Instead of approaching everyone under the sun, narrow down your list.  

Target ideal sales prospects to ensure your calling efforts don’t fail.  

Define your target audience and develop a strong list for successful cold calls.  

Reflect on the existing customer database or view the testimonials on your competitor’s website to find your ideal sales prospect.  

Once you know whom to approach, you need to research their business and market.  

Try to find out the decision-maker of the company by browsing through their social media profile or press releases and blogs. 

Wondering how to find the contact numbers of your target audience? 

You can find their contact numbers in many places without burning a hole in your budget. 


  • Emails signatures, install Gmail plugin Rapportive (acquired by LinkedIn) to get additional contact info
  • Company websites
  • Sites like Crunchbase
  • Linkedin profile
  • Competitor’s clientele list
  • Social media networks

3. Cope up with the fear of rejection

Cope up with the fear of rejection in cold calling

If you have chosen sales as a career, then you need to be mentally prepared for rejections. 

If you have chosen sales as a career, you must be mentally prepared for rejection.  

The negative responses shouldn’t bog you down.  

I see many sales professionals stressed due to rejections and eventually giving up.  

They can’t give their best performance due to a negative mindset.  

The biggest calling mistake sales professionals make is paying attention to the rejections instead of understanding and facing them.  

They stick to current customers and don’t try to explore new opportunities.  

Retaining customers is a good sales strategy, but you still approach new sales prospects. 

“A rejection is nothing more than a necessary step in the pursuit of success”- Bo Bennett

How to cope up with the fear of rejection?

  • Analyze the reasons for rejections
  • Sit with your team and try finding solutions to deal with the objections
  • Play positive and visualize your success before picking the phone to call (prepare your mind to win)
  • Tighten up your sales pitch to sound confident on the phone call
  • Don’t dwell on a no, let it go
  • Don’t get influenced by negative people around you

4. Avoid distractions while making cold calls

Avoid distractions while making cold calls

Distraction is the biggest enemy of a sales rep. 

Cold calling demands your undivided attention. 

Distraction traps you into saying things that you might regret later. 

It disturbs the flow of communication and disconnects you from your potential sales prospects. 

Besides, prospects get annoyed when they are asked the same question multiple times and scam calls can contribute to this frustration. 

This mostly happens when your attention is divided between different things. 

It is only possible to call continuously by taking breaks.  

However, those breaks should be relatively rare.  

Some sales reps tend to get up frequently only to avoid cold calls.  

Ignore temptations and keep your concentration intact while making B2B sales calls. 

Ignore temptations and keep your concentration intact while making B2B sales calls. 

“Starve your distraction and feed your focus”-anonymous 

How to mute the distractions while cold calling?

  • Turn off your screen (If not related to call)
  • Keep your phone aside
  • Work smart and divide your time
    • Block four hours of the day for cold calling
      (It doesn’t need to be continuous, you can break it up)
    • Use the rest of the hours for creating proposals, following up with prospects, scheduling appointments, updating information in your sales CRM
    • Or meeting a prospect for a product demo
  • Maintain distance from social media sites while you are on a B2B sales call
  • Stay away from the gossip corner of the office (colleagues who have a hot topic to discuss every day)
  • Put on wireless headphones and walk across the office or in the corridor while cold calling
  • Get rid of unwanted thoughts and listen to your customers attentively

5. Focus on the time duration of your cold call

You have a few seconds to set an impactful first impression.

You can either waste it or extend it by convincing the sales prospect to keep everything aside and listen to you.

Successful cold calls are mostly longer; as a cold caller you need to be expert in buying time.


The longer the call, the better the chances of taking the sales deal forward.  

Every step should be well-planned in advance.  

Know what you will say next to capture the prospect’s interest and keep him on the phone for a longer duration. 

6. Build rapport by narrating customer success story

Once you draw their attention with a strong one-liner, break the ice.  

Build rapport by sharing the experience of helping others with the same issue.  

This will ensure that you know their industry and are qualified to solve their problem. 

Demonstrate the positive results companies have experienced by using your product or service. 

Build rapport by narrating customer success story

Try something like this:

“Schynelle, who also belongs to the construction industry, told me how our system helped them save their time by organizing their project-related documents in one place, increased their efficiency by automating most of the tasks, and kept them updated about their project bids for taking real-time action. Which of these is important for you?”  

The idea is to pick 2 or 3 business problems that your company has solved for a client from a specific industry.

Target companies from the same industry and strike a meaningful communication by highlighting the solutions to those problems. 

Try being very explicit while discussing the problem so the potential sales prospect can relate to it. 

Be a storyteller and make them visualize the journey you will take them through.  

To create effective success stories, call your current customers and ask them to narrate their experience with your product.  

Try to know what they like or dislike about your product and how much money they saved or gained by using it.  

Some might give you interesting details to help you connect with a new sales prospect. 

7. Ask relevant questions

Any practical cold calling tips rarely result in immediate sales; instead of being impatient, focus on establishing a relationship with your contact.  

Ask relevant questions and try to collect complete information for future interactions.  

Let them know that you are genuinely interested in helping them.  

Focus on introduction, prospect’s issues, and setting up the first meeting for giving the demo of your product. 

Ask relevent questions in cold calling

Below are a few questions that you should be asking your prospect on the first call: 

  • I see A, B, and C going on in your industry. Are you being affected by it? 
  • Several clients struggle with X and Z. How are you dealing with it?  
  • What is your current business scenario? 
  • Are there any areas in your business that you are looking to improve? 
  • Are you currently using any solution?
  • In your annual report, you had mentioned your top 4 priorities. Do you need any help in achieving it? 

Be attentive while asking these questions. 

Their answer might contain a wealth of information to help close the deal. 

8. Use a local number

Use a local number for your calling

Having a local number for your business allows you to gain the trust and credibility of your prospects. 

Your prospects will have a high level of comfort if they feel you are working in their city. 


Because it creates a sense of accountability in their mind  

However, opening a business nearby doesn’t require a huge investment.    

You can get a local virtual number of USA, UK, Australia, and many more with the help of a virtual phone system and increase your cold call response rate. 

Sales CRM such as Salesmate, comes with an in-built calling feature. 

Use the virtual phone system to eliminate third-party applications and effortlessly call from within your sales CRM. 

Make calls without leaving your CRM.

Try Salesmate built-in calling now!

Experience Salesmate

9. Practice your craft

Cold calling mistakes can result in bad sales outcomes.

Sometimes even experienced sales reps need help facing buyer hesitancy or questions during a B2B sales call.  

To avoid it, you need to practice well before calling your potential sales prospects.  

Cold calling is tough, so you must brush up your skills and practice various sales scenarios to succeed.

Practice your craft before calling

How to do it?

  • Gather the team and conduct mock calls to see what are the challenges you face during a cold call 
  • Try to make the mock B2B sales calls as difficult as possible to prepare the sales rep for tough situations 
  • Keep repeating this till the sales rep is confident to make cold calls 
  • Make a list of the most common problems
  • Listen to your top performer while they are making cold calls
  • Create multiple approaches and test which one is more effective

10. Use cold calling scripts but don’t sound scripted

Sales professionals try to create the best cold calling scripts for their calling campaigns. 

However, the calling campaigns’ success depends on how well your script is and how well you use it.

Cold calling scripts are beneficial in navigating a conversation, but if it isn’t used smartly, you might begin to sound like a robot. 

don't sound scripted in cold calling

Cold calling scripts are just a guide to ensure you keep track while interacting with a high-potential sales prospect.  

However, you should only partially depend on it, as prospects expect a naturally flowing conversation.  

They prefer speaking to someone who hears and understand their business problems. 

Try adding your personality while using the cold calling scripts. 

Wondering how to create an effective cold calling script? I recommend you go through the” Best Cold Calling Scripts for All Situations”. This blog has some of the best outbound sales call script examples that you can customize to match your product. 

11. Leverage technology 

This is one of the foremost important cold calling tips to work smart and use the right technology. Many sales tools and mobile apps are available in the market to ease the work of sales professionals.  

CRM is one of the most helpful tools on that list.  

Most CRM systems have grown beyond storing contacts and now have advanced features.  

Being a sales-driven organization, you might be using a CRM.  

However, to surpass your competitors, you must be abreast of the changing trends in the CRM industry.  

CRM with a built-in calling feature has now become a preferred choice for most of companies. 

Why use two applications when you can manage your sales and cold calls from one platform? 

CRM with a built is calling feature is the perfect solution for sales reps using the cold calling sales strategy to close more deals.  

You can instantly make calls with just a click.  

Quickly take notes and record calls for future reference.  

Besides, you can save your precious time by automatically logging all inbound and outbound calls. 

It adds convenience and makes your work faster. 

12. Reach out to your clients at the best time

Timing is everything in sales. 

No matter how many calls you make in a day, it is pointless if you don’t reach out to your prospect at the right time.  

So, it is very important to find out the apt time to contact you. 

As per the research conducted by Phone Burner, below are the best times to make cold calls: 

Leverage technology

Here are the actual percentages:

  • 6 AM: 2.31%
  • 7 AM: 3.73%
  • 8 AM: 11.84%
  • 9 AM: 14.09%
  • 10 AM: 15.53%
  • 11 AM: 14.95%
  • 12 PM: 13.53%
  • 1 PM: 14.41%
  • 2 PM: 15.01%
  • 3 PM: 14.44%
  • 4 PM: 14.07%
  • 5 PM: 12.58%
  • 6 PM: 12.39%
  • 7 PM: 12.59%
  • 8 PM: 11.81%
  • 9 PM: 12.09%

Note: The time mentioned in the graph relates to the time zone of the person being called, not the caller.

According to the above data, there are certain times in the day that are apt for cold calls.

  • The chart shows the time slot between 9 AM to 4 PM is best for making outbound calls
  • 10 AM, with 15.53% and 2 PM with 15.01% are the idle time for calling your high potential sales prospects
  • You shouldn’t disturb your prospect between 12 PM to 1 PM and before 8 AM as it is the worst time for calling

The following things need to be done to take out the chill out of cold calling: 

  • Record good voice messages
  • You won’t need to repeat the same thing when you end up in someone’s voicemail.
  • Respect the gatekeeper if you want to reach the decision-maker.
  • Avoid calling on Friday
  • It can have the worst results compared to other working days.
  • Instead, use it for completing the rest of the sales activities.
Best time for cold calling
  • Believe in yourself and your skills
  • Don’t give out a straight price, show them the value of your product
  • Before making a B2B sales call ask yourself why are you calling this specific person, what are you trying to achieve and how will you do it?
  • Maser the skill of emotional intelligence for facing criticism during cold calls
  • Train your mind to never give up

Does cold calling still work? 

Yes, despite the rise of digital communication methods, cold calling, including B2B cold calling, remains an effective strategy for many sales teams. It can play a crucial role in the sales process, particularly for B2B sales, where purchases are often larger and require more direct interaction. 

Success in cold calling requires preparation and skill. Sales reps benefit from effective cold calling scripts, training, and learning from experienced colleagues.  

Not every call results in immediate sales, but each provides valuable insights and a chance to refine one’s approach. It’s also a learning opportunity, helping reps face rejection and persevere. 

In addition to traditional phone calls, it can also encompass cold emailing and be complemented by warm calling. Though only suitable for some businesses, with the right strategies, B2B cold calling can significantly contribute to sales success. 

Benefits of B2B cold calling 

B2B cold calling has a range of benefits for sales teams. It is a powerful tool that can significantly contribute to sales success. Here’s why: 

1. Direct communication 

B2B cold calling establishes a direct line of communication with the decision maker. This enables sales reps to engage in an immediate and meaningful sales conversation.

It’s an opportunity to pitch your product or service directly, rather than hoping the prospect sees an advertisement or reads an email. 

2. Immediate feedback

Cold calls provide immediate feedback. For example, sales reps can gauge a prospect’s interest, overcome objections on the spot, and adapt their sales pitch based on the prospect’s responses.

This kind of dynamic interaction is rare in other forms of sales outreach. 

3. Personalization

During a B2B cold call, sales professionals can tailor their conversation to fit the prospect’s needs and interests. The sales rep can position their product or service as a valuable solution by understanding the prospect’s business and challenges. 

4. Building relationships  

Cold calling is the first step in the sales process and can set the foundation for a fruitful business relationship. A successful cold call can lead to discovery calls, demonstrations, and sales. 

5. Scalability

B2B cold calling can be scaled up or down according to the needs of the business. Whether the sales team is large or small, making cold calls for sales is a strategy that can be adapted to fit. 

6. Learning opportunity

Each cold call is a chance to learn and improve. Even a call that does not result in a sale provides valuable insights that can be used to refine future calling efforts.

For example, it helps sales reps understand their prospect’s time, what captures a prospect’s attention, and how to handle objections. 

7. Gaining market insights

Making cold calls often provides sales reps with insights into the market and potential customers’ challenges. This information can benefit the entire team, informing product development, marketing strategies, and more. 

By employing cold calling techniques and adhering to cold calling best practices, sales reps can harness the potential of B2B cold calling.

With a positive attitude, a well-prepared sales script, and the willingness to learn from each call, they can turn cold calling into a major asset in their sales toolkit. 

Why is Cold Calling an essential ingredient in B2B sales? 

B2B cold calling is an essential ingredient in B2B sales because of its unique ability to connect sales professionals directly with decision-makers, promote immediate engagement, and identify new opportunities for the business. Let me elaborate: 

1. Initiating valuable connections

One of the biggest advantages of B2B cold calling is the ability to establish direct contact with decision-makers.

So when a sales rep picks up the phone for that first cold call, they’re creating an essential line of communication, directly addressing the decision maker’s needs with their sales pitch. 

2. Prompt engagement

A significant benefit of Bis is the opportunity they provide for immediate engagement with potential customers.

Sales professionals equipped with a well-structured cold call script can instantly respond to queries, concerns, and objections, fostering a dynamic sales conversation that can’t be replicated through emails or advertisements.. 

3. Generating leads

B2B cold calling proves to be a powerful tool for lead generation. Despite the time investment, the successful execution of making cold calls for sales can cultivate a significant pool of new customers.

However, success in this aspect often depends on balancing the quantity and quality of calls – the number of calls made by sales reps and the effectiveness of each call 

4. Gaining customer insights

Cold calling offers a unique avenue into a prospect’s purchasing process, needs, and potential issues. Such feedback can be incredibly valuable for sales reps, enabling them to customize their sales approach and product offerings.

The insights can also help shape and enhance cold calling strategies and skills, improving the sales process’s overall success rate. 

5. Building long-term relationships

Cold calls often lay the foundation for enduring business relationships. A positive and successful cold call can stir a prospect’s interest, create a bridge for follow-up and discovery calls, and eventually lead to a sale. 

6. Offering flexibility

Cold calling is adaptable and scalable, making it a versatile tool in the sales arsenal.

Sales teams can adjust their strategies, tailoring their approach to existing customers or new prospects, managing call volumes, or employing varied cold calling techniques as per business requirements.  

In summary, B2B cold calling is invaluable in the sales process.

It provides an active and engaging platform for sales teams to connect directly with potential clients and set the stage for successful sales outcomes.

By using cold calling tips and methods and through regular practice and call reviews, sales professionals can substantially boost the efficacy of this crucial sales strategy. 

Final words

So, we’ve explained the best cold calling tips that work along with examples of each. Cold calling can benefit your B2B business if you know how to use this smart selling strategy.  

Plan your calling process to avoid calling mistakes and prepare to sound confident during the B2B sales calls.  

As I said above, cold calling is an art, and you must enjoy it. Have fun with your B2B sales calls by adding humor while interacting with the clients.  

Step in your prospects’ shoes and think from their perspective to help them overcome their business challenges.  

These tips will help you in making successful cold calls. Try using excellent tools and apps to ease your calling experience.  

Salesmate is one of the sales tools that can help you with it. By embracing this tool, you can gain control over your deals and sales calls.  

Easily get numbers of 80+ countries and call from anywhere at any hour of the day.  

This CRM for small businesses helps B2B buyers stay in touch with their potential customers.  

Your sales team can help your prospects guide their buying process. Call prospects with the built-in telephony and move your prospects in your sales funnel.  

Enhance your B2B sales cycle today with a smart sales management tool; sign up for the free trial today.  

Contact our team to learn more about this excellent sales CRM with a built-in virtual phone system. 


An avid writer who likes to explore new fields and research about interesting subjects. She is a versatile content developer who plays with words to express her thoughts. Calm, carefree and creative are the words that describes her the best.

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