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Cold Calling

Reviewed by Annapoorna | Updated on Sep 30, 2020

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What is Cold Calling?

Cold calling refers to a method where businesses solicit potential customers who have never had any contact with the salesperson through a call. It is done in an attempt to convince prospective customers to purchase the salesperson's product or service. Usually, it is referred to as an over-the-phone method, classified under telemarketing.

However, this interaction can also be done in-person by conducting salesperson going door-to-door. Although the cold calling can be used as a legal business tool, some scammers can use cold calling as well.

It is opposite to warm calling, which is the customer solicitation method for a customer who is already interested in the company or product.

Cold Calling Explained

Cold calling can be called as a technique where a salesperson tries to establish communication with the persons who have not earlier expressed interest in the products or services offered by the company.

A successful cold-calling salesperson must be determined and willing to bear repeated rejections. To succeed, they must appropriately prepare themselves by doing some research in the demographics of their prospects and the market. Subsequently, the professions which depend heavily on cold calling have indicated a high attrition rate.

The innovative robo-dialling (robocalling) is the latest addition to the cold calling kinds, where the algorithms automatically dial and generate pre-recorded messages. The National Do Not Call Registry, controlled by the government, has negatively affected cold callers' efforts to reach out to the potential clients.

Scamsters often use cold calling as a means to make fraud attempts, which additionally hampers the effectiveness of the legitimate cold calling.

Tips to Succeed in Business with Cold Calling

There are some important things to note about the cold calling method for invoking sales for the business. These are listed below:

  • Salespersons must use a sales script for initiating cold calls.
  • A fundamental fill-in-the-blank sales script can be used to get started with cold calling, which over a period of time and experience, becomes a perfect script.
  • The conversation must be mapped out before picking up the phone via a proper blueprint. It can have multiple uses, such as qualifying your lead, booking an appointment, or closing a deal.
  • Having a down tone will help you close more deals. Along with this, volume, pacing, and body language are essential in cold calling.

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