If we talk about the oldest and most successful way to connect to your potential target audience then it has to be through cold calling. If we elaborate cold calling, it comprises of 2 simple steps:

  • You first build a list of potential clients & customers who are your target audience. You design this list keeping in mind all the minute details of the audience. This list is basically a list of potential buyers who could generate interest in your product. Moreover, these people can benefit when they use your product and services.
  • Next step is you give each of them a call with a motive to connect with them. You plan to start a conversation which could describe your motive behind the call. Secondly, you could understand what are their needs and requirements and then offer them solutions.

The art of making cold calls is considered the toughest of all. Reason being, you often don’t end up getting a good response from the receiver’s end. Considering the pandemic, making cold calls can be the most nerve-wracking pursuit one could aspire to do. But yet, if we look with the perspective of generating more revenue and connecting to the right audience, cold calls are still the thing.

This article will elaborate on ways in which one could achieve his goals of turning up potential clients and buyers into sales with cold calls. If you want to outshine in this process, you need to follow a correct strategy instead of a script. Let’s learn ways on how to achieve this skill and mastering it like a PRO.

Getting started with cold calling

Learn how to improve the odds of converting customers into potential buyers.

Plan before the call

Each customer encounter will be different and unique in its own way. What you should do is set a plan of action that you will follow during the call. It doesn’t mean setting a script. A script and plan are two different parts. Planning in advance will allow you to understand what action you should take when you receive a particular reaction. What alterations should you consider when the call doesn’t go as planned? How much data should be extracted in order to understand the buyer’s needs? Always remember first impressions are always the last impressions. Make sure that you set your tone and call in an order that doesn’t irritate the customers. Rest everything will work accordingly.

Understanding customers

The call made should in dire need to understand the customer. It should not be made to talk, sell and not listen to what the customer has to say. If this is your plan of action, then you wouldn’t be able to attract any prospects.

Cold calling is an art that demands greater flexibility. One should build a personal rapport the moment the receiver picks up the call. The call should be made to first understand the customer, his needs, wants, personality traits etc. Secondly, after understanding everything, one should make the move and please the customer with his charisma.

If you are successful to do so, then the call could be converted easily as the customer feels the need for the same. One will get many different types of customers. One who will ask you to get straight to the point and the other will be the one who wants to know how it can improve his life. Conversations should be built in a way that pleases the customer first, makes one able to understand the needs and then pass on solutions.

Don’t stick to your script if not required

A well-designed script can be handy and helpful but not always. If you have planned a script that you will mutter out during the conversation, then it might not help you in the way you have planned. It can also take away your authenticity. Don’t just say what you have planned rather connect with your customers and hear them out.

If you continue with your script that necessarily doesn’t fit in the given conditions and circumstances, then you will push your customer away. Instead of losing potential customers, gain them by hearing them out first.

Stop Overwhelming your customer during cold calling

Sharing too much information is not always the right thing to do. The customer might get overwhelmed and irritated in most situations. Having long conversations in the first call will undeniably make your customer uncomfortable and would result in call abandonment. The best strategy one could follow is major touchpoints of the information that you want to share first. Then look at what attracts your customer’s eye and gradually following up in the latter part of the conversation.

If you get a positive response from the receivers end, then you can process the call further or set up another call later. A second call according to the customer’s preferred time and date will help you to engage in a better way.

Always remember to pick up slowly and gradually and focus on building up customer’s interest.

Relaxed conversations

In the above point, we emphasised on what and how much should speak to attract customers. This point also focuses on the concept of having a relaxed conversation with your customers. Yes, your focus should be on selling and attracting customers, but this should be done in an easy manner. A manner that doesn’t suffocate the call and the customers. Make a connection with your customers that instils empathy and an helpful attitude that makes them feel more relaxed and confident.

The best way to start a relaxed cold all is by providing a friendly start to your callers, understanding them and their problems, explaining your product and helping them with solutions. This will lead to better understanding and great problem-solving. Thus, indirectly leading to customer attention and potential customer conversion.


The list can be huge of the Dos and Don’ts of cold calling. It can depend upon one’s past experience too with cold calls. The right strategy still can help you to attract many potential buyers. All you need to be honest with what you say, maintain one’s authenticity and remain calm during the entire conversation. Listen to what your customer has to say and allow them to open up. Follow it up with the right words and offer solutions that can convert a potential buyer into a sale.