Cold calling | Superpower or Kryptonite?

Following on from the previous blog post, cold calling is a skill that can be learned, and sometimes a bit of luck helps. It’s not necessarily an enjoyable part of sales, but it is important nonetheless, particularly when scaling business revenue from zero to achieve strategic targets.

When I was first introduced to cold calling, the expectation was for me to walk into a target shop, briefcase in hand, with samples and an order book (in triplicate) at the ready. I didn’t make a sale on that occasion, but I remember feeling anxious about presenting something when I wasn’t fully prepared. I was completely out of my comfort zone. However, I introduced myself, showed a sample, and walked the shop owner through the two-page flyer detailing the T-shirts I was selling. My approach was targeted—I was in a music shop, so I pitched Iron Maiden and AC/DC T-shirts rather than the novelty ones often found in seaside resort gift shops.

The key lessons I learned from being thrown in at the deep end were:

• It’s never as bad as you think it will be. You can laugh afterwards.

• You learn from your mistakes and refine your process for next time.

• Tailor the time spent talking based on your surroundings and observe body language cues.

• Some questions prompt better responses and can help guide the conversation.

• Identify the need, not just the want. In this case, while the owner might have wanted a broad selection of rock band T-shirts, he needed the best-selling band’s shirt. He was prepared to invest because he knew he could sell them quickly and make a profit.

  
  

Over time, I walked up and down high streets (before Amazon’s dominance), looking for shops where I might have an opportunity to sell my products. My briefcase was packed with business cards, brochures, and high-quality samples featuring the best imagery and colours, along with instantly recognisable brands.

I made a point of calling on as many shops as possible because, to a certain extent, cold calling is a numbers game. If I cold-called one shop, I might walk away empty-handed. But if I called on 20, I might convert two prospects into paying customers—who would then become part of my future geographic sales plan.

Adaptability is key when cold calling, whether in person or on the phone. On one occasion, I ventured into a gift shop, extended my hand for a handshake, and the owner did not reciprocate. I was taken aback and didn’t recover quickly enough, which led to a poor interaction. She gave me nothing, and I couldn’t even recall if I had asked the right questions.

Practice makes perfect. The more calls you make, the less fearful of rejection you become. You start focusing on what went right and repeating those steps. This also contributes to your ability to tell compelling sales stories.

Other Key Things to Remember:

• Be polite – it always pays off!

• Be genuinely interested – people can tell when you’re not.

• Be personable and build quick rapport – first impressions count!

• Take notes – if in your head, document them quickly after; if during the call, ask politely if you can write things down. You will forget details in a short space of time unless you have a photographic memory.

• Be observant – pay attention to the buyer, the surroundings, and any details that can help tailor your presentation. If they are serving a paying customer, wait patiently.

• Remember the hook – for example, “This particular item is our best seller.”

• Don’t overstay your welcome – know when to wrap things up. Time is money for everyone!

• Not every call results in a direct sale – sometimes, it leads to a referral or a scheduled meeting, both of which can help sustain self motivation.

Cold Calling via Phone/Mobile

When calling a potential customer over the phone, similar principles apply. Probably the most important factor is to build rapport quickly. Because the interaction is not in person, sales professionals often forget to be concise and instead spend too much time trying to build the story or explaining at length why they are calling.

It’s prudent to remember that the first person to answer may not be the decision-maker. However, you still want them on your side—especially if you need information or want your call to be put through.

Think of the call in marketing terms—think copywriting. Copywriting is important because the skill lies in reducing words while focusing on the message and its impact. In this context, unnecessary words—such as "and"—should be eliminated where possible to keep the communication sharp.

Listening skills become even more crucial in a phone cold call scenario. Once the objective has been met, politely end the call. Remember, time is valuable to everyone—the person you’re calling may have been in the middle of an important task.

Cold Calling in 2025

While traditional cold calling is still practised with some success, technology now allows for much more targeted outreach.

We can research businesses through their websites, social media, Companies House, and LinkedIn, which is a great tool for understanding prospects on a personal level. This enables a more informed approach—whether via phone, email, WhatsApp, social media interactions, or sending samples—to generate interest or secure a meeting.

A note to the reader: If you’re cold calling via LinkedIn, a tailored connection request is always better than simply pressing the connect button. You’re far more likely to get an acceptance or a response. Once connected, if you haven’t clearly stated your intent, consider how you would feel as the recipient of such outreach. This small shift in perspective can help refine your process and win more opportunities.

Looking for help to develop sales skills?

Want to hone your skills or train your sales team?

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