If you’re reading this post, you’re probably looking for a way to increase your sales. If so, then you’re in the right place! Cold calling is an “old school” sales method that aims to increase your visibility and get in touch with new prospects. However, it can also be as challenging as frustrating.

What is cold calling? What are its pros and cons for your business? How to build a great cold calling strategy and get the best out of this method?

In this sales guide, we’ll discuss some tips, tools, and processes for making effective cold calls and generating more B2B leads. We’ll also go through all the benefits of cold calling and explain to you since a detailed tutorial is the best way to get it done.

What is cold calling?

Let’s start easy with a definition.

For salespeople, cold calling is the process of contacting leads who have not expressed interest in your products or services by phone.

The goal of cold calling is to generate new leads and improve your sales performance.

Cold calling is an outbound sales technique. It’s part of many other sales prospecting methods for B2B, such as:

  • Cold Email ;
  • Sales meetings;
  • Prospecting on LinkedIn;
  • Etc…
A multichannel sales strategy

Historically, prospecting by phone used to be one of the best ways to reach out to leads and set appointments.

There are several techniques that exist to help you improve your cold calling performance 👇

10 techniques to improve cold calling!
We’ve written an amazing post about the top 10 techniques to improve your results as a salesperson. In this post, you’ll learn everything you need to know about it.
Find out about our top 10 cold calling techniques!

Nowadays, with the rise of technology, there are many other ways to reach out to your target market. Actually, the main trend that we’re currently observing is to do multichannel prospecting… and that’s what we’re doing at LaGrowthMachine: whether your leads are more sensitive to LinkedIn messages or sales emails, with our tool, you’ll be able to get them wherever they’re active!

That being said, for some businesses, cold calling is still a valuable tool in your sales strategy, and we’re now going to see why.

What are the main benefits of cold calling?

Some businesses just don’t fit with that kind of method, but for some others, it’s still working pretty well!

Why is that?

Actually, It is mainly a matter of marketing positioning and communication tone of voice. For example, if you’re working in the tech & saas industry, you don’t necessarily go through the same sales channels as if you’re doing business with grocery stores!

That being said, still, there are some benefits to cold calling:

  • It allows you to reach a large number of prospects in a short amount of time
  • It’s a good way to get in touch directly with hard-to-reach decision-makers
  • Cold calling can be very effective if you’re selling high-ticket items

However, cold calling strategies may also encounter some pain points:

  • It requires a big budget
  • It requires a lot of time
  • It requires a lot of people
  • You won’t necessarily achieve your ROI!

In order to get the best results and generate tons of B2B leads with cold calling, we strongly advise that you invest in a sales automation tool that will help you diversify your sales channels as much as possible to improve your client prospecting and to lower your customer cquisition cost.

With LaGrowthMachine, you can diversify channels and get lower your CAC

Careful! Cold calling is different from warm and hot calling!

How to build the best cold calling process?

Now that we’ve seen what cold calling is and if its main benefits are matching with your needs, let’s get into some actionable tips to build a process as efficiently as possible!

In this paragraph, we’ll give you access to a free and detailed tutorial to build your process step by step and improve your performance.

Step 1: Check Up Your Resources

The first thing you need to do when starting a cold calling campaign is to check up on your resources.

If you want to invest in this sales channel, you’ll need to have at least:

  • A good internet connexion;
  • A quiet place to work from;
  • A sales team (how many people?);
  • A budget defined;
  • Some sales tools to help your team.

If you’re not using a sales automation tool yet, we strongly advise that you consider one. It will automate repetitive tasks such as sending follow-up emails and allow you to focus on what’s important, which is selling!

Step 2: Prepare Your Scripts & Your Objectives

The second step is to prepare your scripts and define your objectives. Selling by phone is pretty tough to do, and the best way to overcome this challenge is to be prepared!

Preparing scripts will help your sales reps to stay focused and on track, and therefore, it will help them to sound more natural.

As for cold emails, make sure your copywriting is great!

The more they’ll repeat the pitch, the more they’ll learn and the easier it will be to answer sales objections.

As for objectives, we advise that you start small and gradually increase the number of calls as you get more comfortable with the process. You can choose to track many sales objectives, but we recommend that you take a look at the following KPIs:

  • The number of calls made per day/week/month;
  • The number of appointments booked;
  • The number of sales closed;
  • The turnover generated by cold calling;
  • The ROI by sales reps.

Of course, these objectives will need to be adapted according to your specificities.

Step 3: Train Your Team & Get Feedback Regularly

The third step is to train your team and get feedback after each call. This step is crucial if you want to improve your performance over time.

Make sure that everyone on your team is familiar with the process and the scripts, and provide them with regular feedback so they know what they’re doing well and where they need to improve.

This way, the sales rep is learning how to get better and better with time!

Bonus Step: Choose Your Sales Tools

Let’s be transparent: you don’t necessarily have to invest in sales tools to build up a cold calling process.

But it’s a strong help for your sales organization to go faster and better.

Nowadays, a very large proportion of sales teams are working with sales tools such as:

  • CRM;
  • Predictive dialer;
  • Local presence;
  • Click-to-call;
  • Email finder;
  • Sales intelligence;
  • Etc…

According to our clients, the best combo to boost your sales performance in B2B is to invest in a sales automation tool along with a CRM.

With a solution like LaGrowthMachine, you will be able to:

  • Find new leads from scratch;
  • Find data about your leads (including their phone number for cold calling purposes);
  • Set up a sales automation sequence to contact them through many channels besides your cold calling efforts.
crm integration lgm
You can synchronize LaGrowthMachine to any CRM!

In addition, you can track your results directly in LaGrowthMachine or plug them into any CRM to include the solution in your existing process!

5 Tips To Drive Successful Cold calls!

This is the last part of this post.

How to cold call someone?

Sometimes, a bad conversion rate for a sales rep doesn’t come from the process but can be explained by some little mistakes they’re making during their call interview.

These few cold calling tips might help you to realize what you’re doing wrong and if so, maybe you should give it a try!

Tip 1:  Control The Time & Be Concise

When you’re cold calling, time is not on your side. Remember that you’re bothering people!

You only have a few minutes to introduce yourself and try to interest your lead in what you’re offering.

Therefore, you must be concise and take control of the conversation from the beginning to the end. This means that you should avoid small talk and focus on the purpose of your call!

Tip 2: Use A Positive & Enthusiastic Tone

Even if you already heard this one, your tone of voice is very important when you’re cold calling.

People can feel if you’re really interested in what you’re talking about or not, so make sure that you sound positive and enthusiastic about your product/service!

A good way to do so is to force you to smile when talking. I assure you, smiles can be heard even when talking by phone.

Tip 3: Find a Great Ice Breaker

This is one of the more successful sales techniques for cold calling.

If you’re not used to making cold calls, it can be very difficult to start a conversation.

One of your first and main goals is to find what we call an icebreaker that will help you transition into the sales pitch.

Tip 4: Get Rid Of The Scripts!

As we’ve seen, a cold call script can be very helpful to structure your thoughts and keep you focused during the conversation.

However, sometimes, cold calling scripts should not be used word for word because they will make you sound like a robot!

People can feel it when you’re reading a script, so make sure that you use it more as a guideline than anything else!

This doesn’t mean that you should skip the preparation phase of your B2B calls, which is one of the most important things to succeed in your interview.

Tip 5: Mention That You Were Introduced!

If you were introduced by someone to your lead, make sure to mention it!

If you weren’t, try to make it look as if you were, with a catchphrase like:

“Hey, I called yesterday and was given your name by someone in your marketing service. This person told me that you’ll probably be interested in what we’re offering.”

This will also tease your lead and make them know more about what you’re offering.