Many consumers, and even salespeople, despise cold calling. And there is no doubt about that. However, truly effective salespeople know that to sell successfully, some amount of cold calling should be made. So, whether we like cold calling or not, it is still a critical element of many sales strategies.

Cold Calling: Why Businesses Still Do It?

Sales reps are said to spend up to 40% of their time looking for somebody to call. And surprisingly, 44% of salespeople give up immediately after one-follow up.

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There are a million ways is can go the wrong way. That is why many business people dismiss the whole tactic. It is also worth noting that online tactics and cold calling have entirely different goals. Finding potential customers and making a connection are two separate things. This is why most companies these days still leverage the power of cold calling to source new business.

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Online Tactics vs Cold Calling: What Makes it Effective?

Below are the reasons why it still works and why your sales force should be mastering this skill today.


It Helps Your Brand Stand Out Amidst Internet and Social Media Noise

The online landscape is getting more and more saturated as the number of ads, content, and interactions that take place increases. This means it is harder than ever to rise above the noise using the internet to reach new customers. According to studies, people would not buy without having some conversation with another person.

Provides Instant Feedback

When you send snail mail, email or even a Facebook message, you may wait hours or days for a response. In cold calling, you will know immediately if the person is interested or if you should move on and make your next call.

You Can Personalise Your Message As The Conversation Takes Place

Although a typical cold call follows a script, a good salesperson deviates from that script when needed. The choice of words can be adjusted based on what the other line is using. Additionally, the overall tone of voice can also be tweaked to make the message more personalised for that individual.

It is More Personal Than Other Channels

A salesperson with excellent cold calling skills does his or her research before they call someone. Finding common ground with a potential customer, such as sharing the same alma mater or previously living in the same city, instantly creates shared experiences.

Calling a customer for the first time works if executed properly. That is, by using the industry best practices. By investing in a sales training program, you will be able to equip your sales force with relevant and latest calling techniques. And as a result, it will get your business more prospects than you ever did before.



To learn more about our Sales Training and Management program, contact Healthy Business Builder today at 1300 833 574 or email us at

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