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How to Explain Cold Calling to Your Boss

Aug 24th - 3min.

How to Explain Cold Calling to Your Boss

Cold Calling, “to make an unsolicited visit or telephone call to someone, in an attempt to gather information or sell goods or services”. Discover the exact meaning and learn about the effectiveness.

Cold Calling, to make an unsolicited visit or telephone call to someone, in an attempt to gather information or sell goods and services. Discover the exact meaning and learn more about its effectiveness.


What is cold calling?

Cold Calling is approaching your prospective clients and customers over the phone or meeting them face-to-face (in a later stage), without having any prior interaction with them. You don’t know them, and they don’t know you. The goal is to gather information or to convince them to like your products, ideas and service propositions. Make an exchange deal that's interesting for both parties. Never sell anything immediately.

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Another goal is to expand your network. You get to know new people and build a relationship with them. And we all know how important it is to have a broad network of contacts.

Is cold calling effective?

It depends. Cold calling can be effective. Sometimes there’s just no substitute for having a conversation with someone. It’s a great way to build an instant relationship and engage someone in a product of service. Because you have personal contact, it’s easier to create a connection. Other advantages are the immediate response and that the listener is able to ask questions.

Pre-qualification

The effectiveness of cold calling relies on the amount of pre-qualification of your prospects. Make sure you know their interests for example. There’s no point in calling someone about how great your dog food is if they don’t own a dog. Do your homework.

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Confidence

But, cold calling isn’t something that comes naturally to everyone. The best cold callers are confident, friendly and assertive rather than pushy. They have a sense of how the call is going. They know when to encourage the prospect and when to cut their losses.

Tip: if you contact someone, write down the response. Was it positive or negative? In two weeks time, I received six calls from one company. A bit excessive, don’t you think? The person you’re calling will be very annoyed and frustrated. You will create a negative image of your company. And that’s what you should avoid at all times. Image is key!

Problems

Cold calling can be really hard and challenging. People don’t always answer unknown calls and if they do, they’re often annoyed that you’ve disturbed them. Therefore, it’s important to be energetic and enthusiastic. The energy you provide is the number one reason why your cold call is going to be a success or not. Be as enthusiastic as possible! Why? Because you will be more likeable. Furthermore, happiness is contagious. If you’re happy, you will most likely turn the frown of the other person into a smile. Let's be honest. If you’re not enthusiastic about your product/company/idea, why would anyone else be?

Cold calling is a trade of its own, with many pitfalls. But, if done right, very successful and effective. Do you want to give it a try or want to become better at it? Read our tips here.


In snack format

  • Cold calling is approaching your prospective customers over the phone or meeting them face-to-face, without having any prior interaction with them.
  • It can be effective because of the personal contact, but it can also be really hard and challenging. People don’t always like to be disturbed.
  • The effectiveness of cold calling relies on the amount of pre-qualification of your prospects.
  • The best cold callers are confident and friendly.