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Cold Calling is Not Difficult

Writer's picture: John ParsonsJohn Parsons

I'll admit that it's not the most enjoyable task. When done poorly, or even mediocrely, it can be soul-destroying.



Few of us received any formal training in making cold calls. We were given nothing more than a phone and a script. One that was plainly authored by some sales manager who uses the term "bruv" a lot.


The script is frequently a starting point on how to beg and plead your way into someone's diary. There is no emphasis on qualification. Remember, the scriptwriters are the same folks who advise, "Just get in front of them, this stuff sells itself."


The irony is that those meetings either don't happen, end up on the 'to chase list,' or do sell, but only after a discount is imposed. While this is going on, some sales manager rings a bell and hits his chest.


Yes, it is pitiful. Yes, it is rather common. Yes, if you do this enough times, people will give you money. However, even beggars make money. Someone giving you money and you selling are not the same thing.


The standard cold call template is;


  1. Introduce yourself and company name

  2. Ask them how they are doing today or some equally awful "rapport" question

  3. Tell them what you do (Try not to breathe or take a pause in this section just in case the prospect can sense an opportunity to object or get rid of you)

  4. Beg to talk longer

  5. Plead for a chance to meet them

  6. Beg them not to hang up

  7. Get frustrated

  8. Receive a pat on back from your sales manager accompanied with "Keep it up, it's a numbers game"


Repeat 35 times a day and get the odd meeting.


What you are NOT allowed to do in the average sales team;


  1. Not introduce yourself

  2. Give the prospect permission not to talk

  3. Talk about what you fix instead of your solutions and benefits

  4. Ask questions that seek emotion

  5. Ask questions that could disqualify them

  6. Refuse to beg

  7. Refuse to plead

  8. Not use the word meeting or appointment


Ironically, if you do more of what you're not allowed to do, you'll do a lot better.


Reality check: most sales teams are more concerned with stats than with quality. They don't care if an appointment is worthwhile or not, as long as it is completed. They don't measure behaviour that matters, only variables that look good overall.


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