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Wednesday 25 November 2020

7 Steps on How to Execute Productive Cold Calling in Sales

Two words that strike fear to any salesperson is to "cold call". As challenging as this may be the ability to pick up the phone and create a relationship is a critical skill for any successful salesperson. It's normal for the first few phone calls to cause anxiety but a calling campaign can be incredibly lucrative for those who know how to navigate it and are brave enough to master it.

This task gets even easier when you know how to properly plan and execute a calling campaign for your sales task.

What is a cold calling campaign?

Through the life of sales you are collecting contact information and buyer data from your potential customers. There are companies which will sell you lists of potential customers that fit your desired criteria. A cold calling campaign is a structured plan for contacting these individuals for one-on-one conversations. It's the oldest form of marketing and when done properly can yield unexpected results.

Benefits of a cold calling campaign

  • You learn more about your customers. Having a personal connection allows you to learn about their pain points and understand the lengths which they have tried to solve their own problems in the past, and what they are looking for going forward.
  • Improving brand awareness in the marketplace.
  • Keep your sales database up-to-date.
  • Generate leads.
  • Close sales.

Outcomes may differ depending on your goals and tactics but this remains to be a great investment for your business.

How to Execute a Productive Calling Campaign

1. Understand your goals

Before taking any action decide what you are looking to get out of this time. Are you reconnecting or announcing a new product or cold calling potential customers?

2. Decide who you will contact

Your database should be solid to be able to provide you with all the information you need to reach out to existing or lapsed customers. If you're cold calling make sure the contact information you have includes people who may need your product and have the ability to buy it.

3. Decide how you will contact people

4. Decide when you'll call

This will be based on who is on your list, if your ideal customers are businesses, make sure to call during business hours.

5. Arm your salespeople or agents properly

You should have your pitch ready and easy to follow, but you'll also want to have answers ready for any questions that may be asked.

6. Record data

Manage your contact database using a CRM system. This information can help you better serve or sell in the future.

7. Evaluate your plan and switch if needed be.

If you find that you are having absolutely no success it may be time to make changes. Know that not all strategies are fixed.


Don't waste your time, energy and money on a jump in first mentality. Identify your goals, have a strong database (purchase one if you don't) and factor in follow-up calls. Be sure to speak to them in the right language, and preparing to answer any questions that they may have.


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