Cold calling
Why cold calling still works
Cold calling is the skill every sales team should master, but at the same time the most underrated. Because let’s face it: it feels exciting, uncomfortable and sometimes even pointless. But those who handle it well build not only a full agenda, but also confidence, guts and relationships. In this guide, you’ll learn everything you need to know about cold calling – from preparation to mindset, from scripts to objections, including practical examples, a 30-day practice plan and audience-specific tips.
What is cold calling and why is it still effective?
Cold calling is the proactive telephone approach to potential customers you don’t yet know. Not through a detour or campaign, but direct contact – person to person. And that is precisely its power.
Why does it work?
- You decide who you speak to
- You get immediate feedback on your pitch
- You can build relationships, rather than just collect clicks
- You create momentum in your funnel
The phone is not an obstacle. It is your fastest route to real contact.
Cold calling without preparation = hopeless
The biggest mistake? Just picking up the phone without preparation.
Many entrepreneurs:
- Don’t know exactly who they are calling
- Have no script or structure
- Expect result of randomness
- Scare the first objection
What you prepare minimally:
- Right decision maker
- Direct number or redial
- LinkedIn profile checked
- Clear conversation purpose
- Script or structure ready
In short: those who call blind get blind responses.
The ideal structure of a cold call.
A good cold call only needs to take 3 minutes. This is the proven structure:
- Introduction – short opener with energy
- Decision maker check – are you talking to the right person?
- Reason for calling – be transparent and relevant
- Expertise – position yourself and your value
- Open question – activate the conversation
- Objection handling – catch the initial resistance
- Statement / Thesis – create a shift in perspective
- Close – proposal for next step (call, demo, coffee)
Sample opener: “Hi, everything ok? Do I call located? Haha I can hear you thinking – we don’t know each other yet, and that’s exactly why I’m calling.”
Case in point: the 'I already have a party' objection
📞 You: “Hi (Name prospect),…” silence “Am I calling located?”
👔 Prospect: “Eumm… yes?”
📞 You: “Ah ok, with YOUR name, the reason I am calling is that we are focused on solving [specific problem in the industry] for [type of company you are calling]. I was wondering how you guys are handling this right now?”
👔 Prospect: “We already have a supplier.”
📞 You: “Okay, what exactly do they do?”
👔 Prospect: “They arrange [type of service].”
📞 You: “And since when have you been working together? How often do you switch with them? And what type of trajectories does it usually involve?”
📞 You: “We often hear from other companies in your industry that a lot of time is lost in duplicate intakes or that response rates to profiles are lagging. Which of those two plays out with you guys at times?”
By asking open as well as quantifying questions, you bring out the process – without judgment. It allows you to make a sharp, relevant proposition later.
Cold calling by target audience
The tone and structure of your cold call vary by target audience:
For recruiters
- Focus on urgency in projects and availability
- Be brief, direct and substantive
- Use terms such as “network,” “freelancers” and “fast-paced”
For founders
- Prompts reflection: “Where is your sales getting stuck right now?”
- Talk about sales, growth, opportunities
- Use metaphors and humor
For marketers
- Ask about current strategies: “What is working well now, and what is not?”
- Emphasize conversion and visibility
- Show that you are the commercial extension
How do you deal with "no interest"?
It happens. Someone immediately says, “Not interested.”
What you do then?
- Respond neutrally: “No worries.”
- Repack later: call back at another time
- Use curiosity or an open-ended question: “Tell me – what makes you know that already?”
The trick is not to get defensive, but to remain calm and curious.
Interest? This is how you build cold call confidence.
Interest is not a character flaw. It is a psychological protection mechanism: your brain wants to avoid being rejected, ignored or “exposed. Especially in startups or consultants who do not see themselves as “sales professionals,” this leads to avoidance, procrastination and inner turmoil.
According to psychologist Dr. Susan Jeffers (author of Feel the Fear and Do It Anyway), our brain overestimates the danger of action by an average of 300%. The fear of doing something is often far greater than the experience itself – as soon as you do it, the tension subsides almost immediately.
That’s why in cold calling we train not only the script, but also the inner world:
- What do you think just before you call?
- What phrases do you tell yourself when you look at the number?
- What physical signals do you feel when you are tense?
Those who learn to recognize and practice their own fear take the sharp edge off.
What helps:
- Calling in pairs with buddy feedback
- Recording yourself (audio/video) and listening back
- Keeping script ready
- Short call blocks (e.g., 10 minutes at a time)
- Repeating successes before you start (prime yourself)
Psychological tip: Don’t mention “I need to make calls” but “I’m going to make 3 contacts today with people who don’t know me yet.” Framing changes everything.
Tip: read aloud one of your own LinkedIn commendations – or have someone else read them to you.
Tip: read aloud one of your own LinkedIn commendations – or have someone else read them to you.
30-day cold calling practice plan.
Days 1-5:
Call 5 people a day
Listen back to a successful call each day
Day 6-10:
Test 2 different openers
Ask feedback from a colleague on your intonation
Day 11-20:
Call 10 people a day in 2 blocks
Start recording your calls and looking back
Day 21-30:
Roll through new objections with buddy
Set your own KPIs (number of calls, number of appointments)
Celebrate small successes with your team
Result: structure, rhythm and self-confidence.
The right mindset for cold calling.
The biggest influence on your success? Yourself.
Not the market, not the script. Your state determines your outcome.
Priming success:
- Read your own LinkedIn recommendations out loud
- Have someone read aloud your successes
- Review successful video recordings
- Recall deals you have already closed
Sales starts with yourself.
Common mistakes in cold calling.
Even experienced sales professionals and entrepreneurs make mistakes that are easily preventable:
- Pitching too quickly: without discussing a problem or need
- No preparation: thinking you can “sense” the conversation
- Too much talking: good cold calls are 70% listening, 30% talking
- No clear closure: you have to propose a concrete next step
- Too many excuses not to call: the perfect timing does not exist
If you structurally avoid these five mistakes, your success rate doubles.
Cold calling KPIs and benchmarks.
Are you serious about measuring and improving cold calling? These numbers will help you get started:
- Number of dials per hour: 8-12 on average (for quality)
- Calls of >60 seconds: 30-50% of your dials
- Conversations with decision makers: aim for 3 per hour
- Appointment ratio: 1 in 5 good calls
- Follow-up conversion: 30-50% if you follow up properly
Use a CRM or sheet to track this. Only what you measure can you improve.
Case: From best interest to conversion boost.
Let’s take one example:
Consultant at recruitment agency, 26 years old, never called:
- Started with 2 appointments per week
- After training: 6 appointments per week, 3 placements in month 1
- Cold call anxiety structurally decreased after 2 weeks
- LinkedIn was more actively used after calls
- Responses to emails increased due to better call follow-ups
Main difference: mindset + rhythm + structure
Frequently asked questions about cold calling.
Cold calling is contacting people or companies by phone with whom you do not yet have an existing relationship, with the goal of starting a conversation, appointment or collaboration.
No. The best callers are often curious listeners. With the right structure and intention, it works for everyone.
Calling in pairs, preparation, and repeating successes help. In addition, with small 10-minute blocks, you are already learning to expand your comfort zone.
Call after a connection request or send a personal message right after your call. It boosts your visibility and recognition.
Respond with understanding: “Totally understand. What’s a better time for you?” or “I’ll keep it short. Can I have 30 seconds to frame what it’s about?”
Use a structure, but make it your own. Scripts are a holdout, not a robotic style.
Right then. You are your brand. Cold calling is the fastest way to build a network and customer relationships.
Ready to really learn how to dial?
👉 Do you want to make cold calling a strength instead of an agony? 👉 Do you want a process, structure and proven approach that’s right for you? 👉 Then book a free intake now and find out what you can improve tomorrow.
Schedule your intake today.
