Cold calling still works because so few people do it well. A short, honest call that respects the other person's time stands out against a full inbox. The aim of a cold call is not to sell. It is to find out if there is a problem worth a proper meeting, and if there is, to book it.
Before you dial
- Know why you're calling this person. One line of research is enough: a trigger event, their role, something their company announced.
- Have one clear goal. Usually a 20 to 30 minute meeting.
- Stand up and smile. It sounds like a cliché, but energy carries in your voice.
- Call in blocks. Twenty calls in an hour beats twenty calls spread over a day, because you warm up and stop overthinking.
The five-part call structure
1. Opener: get permission
People decide in the first seconds whether to stay on the line. Be honest that it's a cold call; it lowers their guard because it's unexpected.
"Hi Sam, it's Alex from Northwind. This is a cold call. Can I take 30 seconds to tell you why I called, and then you can tell me if it's worth continuing?"
Most people say yes, or "you have 30 seconds".
2. Reason for the call
State the problem you solve for people like them, not your product. Mention two or three problems so they can pick the one that fits.
"I work with operations leaders at logistics companies. Most of them tell me one of three things: drivers waste time on paperwork, customers keep calling for delivery updates, or route planning still lives in spreadsheets. Do any of those sound familiar?"
3. Short discovery
If they pick a problem, ask two or three questions about it. Don't pitch yet.
- "How are you handling that today?"
- "What does that cost you in time or money?"
- "What have you tried so far?"
4. Ask for the meeting
"It sounds like it's worth a proper look. Are you open to a 25-minute call next Tuesday or Wednesday where I can show you how others solved it?"
Offer two specific times. It's easier to choose than to invent a time.
5. Confirm and close the call
Repeat the date, send the invite while you're still on the phone, and ask who else should join.
When they push back
The first response to a cold call is almost always a reflex brush-off, not a real objection. Acknowledge it, then ask one question.
- "I'm not interested." "Fair enough, most people aren't when I first call. Can I ask, is that because the problem isn't there, or because you've already solved it?" More in the not interested guide.
- "Send me an email." "Happy to. So I send something useful, which of those three problems is most relevant?" See send me an email.
- "We already use someone." See we already have a supplier.
- "I'm busy." "Of course, I caught you at a bad time. Is later today or tomorrow morning better for a two-minute call?"
Voicemail script
Most calls go to voicemail. Keep it under 20 seconds and give them a reason to listen to your email.
"Hi Sam, Alex from Northwind. I'm calling about route planning for your new depot. I'll send you a short email with one idea; the subject line will be 'Dallas depot'. My number is (555) 123-4567."
Mistakes to avoid
- Asking "How are you today?" from a stranger; it signals a sales call and wastes the opener.
- Reading a script word for word. Learn the structure, then say it in your own words.
- Pitching features before you know the problem.
- Arguing with the first "no". Ask one question, and if it's still no, thank them and move on.
Practice before you call
Run the cold call scenario in the sales call trainer a few times. It's free and you get feedback on every answer.