Cold Calling to Grow Your Small Business

Prepare a contact list

Organize your call list and sort by industry, business size, lead score, or some other factor. For B2B leads, this list usually includes the contact’s name, job title, phone number, and any notes such as their past interactions or current vendor.

Set goals

You want to make sure you and your team aren’t spinning wheels and wasting valuable time. You can set goals such as how many calls you will place, how many conversions you’ll achieve, and what type of results your team wants to achieve.

Create call scripts

It’s a best practice to prepare scripts to use as a guide. To avoid sounding robotic, you shouldn’t read a script. Use scripts to guide your team and address any potential issues that may arise.

Here are examples of different types of cold calling scripts and how to use them:

  • Cold call appointment script: To get an appointment scheduled with the prospect
  • Gatekeeper script: To get decision-maker information like who to contact and how to reach them
  • Referral script: For citing the mutual connection who referred the prospect to your business
  • Qualifying script: To determine whether a prospect is qualified, or a good potential fit for your business
  • No answer voicemail script: For when a prospect is unavailable, or your call is sent to voicemail

Start calling!

After you’ve prepared, it’s time to jump in. Here are a few details to consider:


Create the right cold calling environment. You can do this by using a headset or cordless phone so you can stand, or walk while making calls. Standing while talking can make you more confident and natural. You can also practice your scripts by memorizing and practicing them. This will help you not sound robotic when speaking on the phone.

Follow the script

Introduce yourself, state the reason for your call, make a brief pitch as to how your business can support them, and include a CTA.

Document details

Even if the call seems like it was unsuccessful, take notes and about adjustments that could make your efforts more effective. Cold calling is about building relationships. Don’t expect to close the sale immediately. Focus on getting the lead to the next step in the sales process.

Following up on inquiries

Cold calling can also be used to follow-up on various types of inquiries such as downloading something from your website, submitting an online interest form, subscribing to your newsletter, or following up with referrals. These leads may be interested in your products or services, but it is cold calling to contact them.

Final thoughts

Cold calling is definitely considered one of the toughest aspects of a sales job. Cold calling is not something that salespeople love to do all the time. Cold calling requires that you are prepared, have a quick mind, be able to identify the business’s problems and then present your business solutions as a solution. Never give up on your efforts.

Cold calling, like any other skill, is a skill. You and your team will have the best chance of success by creating strong lists, setting goals and closing deals.

SmartBiz Team
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