“Don’t call me again.” Click.
I’m willing to bet that at any given moment, somewhere in the world a misguided cold caller is hearing these words. Again, again, and again. I make about 20,000 cold calls a year, and this just becomes part of the game - the longer you do this, the more accustomed you are to rude prospects.
But it doesn’t have to be this way. The best way to minimize these types of responses is by bettering your craft - and that’s done by putting in the reps. But putting in the reps while using the wrong form isn’t ideal, and I’m an optimization guy. How can I spend less time achieving more?
Over the years, I’ve asked hundreds of questions to SDRs, AEs, small business owners, and salespeople of all types. I’ve tried to soak up as much information as I possibly can, and I’ve compiled it into what I believe to be the top 10 most important cold calling tips.
But remember: tips from experts aren’t enough. You MUST put in the reps if you want to succeed. But hopefully, these 10 tips will speed up your success.
1. Start with a Strong Opening
Picture this: You’ve got 10 seconds to convince someone not to hang up on you. That’s it. A strong opening isn’t just nice - it’s your lifeline. Blow it, and you’re done faster than Usain Bolt running the 100-meter. Nail it, and you’ve got a shot at a real conversation.
Here’s why it matters: Prospects are bombarded with calls. If you sound like every other schmuck, they’re out. So, hit them with something personal right off the bat. “Hey [Name], I saw your team just crushed it at [event] - how’d that feel?” Boom. You’re not a stranger anymore.
Then, hook them with a question or a bold statement. “How are you keeping up with [specific challenge] these days?” or “I’ve got something that could cut your [problem] in half.” Keep it short, sharp, and about them - not you.
Last week I flubbed a new opening so bad the guy laughed before hanging up. Lesson learned: practice your lines until they roll off your tongue. And if they throw you a curveball? Roll with it. The goal’s to sound like a human, not a script-reading robot.
This takes more than just an understanding of the persona, but research on the specific prospect. You NEED this to continue a conversation.
2. Prepare a Customizable Script
Scripts are like training wheels - great to keep you steady, terrible if you lean on them too hard. I used to think scripts were for amateurs, but after a few calls where I forgot my own name (kidding… mostly), I saw the light. A customizable script is your safety net, not your shackles.
Here’s the play: Build a loose framework. Start with a quick intro like what we talked about above - you need to draw them in, and show them that you’re worth talking to. Then, sprinkle in some value and questions. Leave space to tweak it based on who’s on the line. Startup founder? Talk growth. Corporate vet? Mention stability.
I’ve got a go-to script that’s saved my bacon (are we still saying that?) more times than I can count. But I change it up every call - different industry, different vibe. The trick? Practice until it’s muscle memory, then ditch the monotone. No one likes a robot voice - trust me, I’ve tried.
They key is: Have the script as a back-bone, a life-line if you get stuck. But you want to have a conversation with the prospect - the “sell” of a cold call is almost always a longer conversation. If the prospect doesn’t feel heard in a 2min cold call, why should they spend 30min with you?
Keep it flexible, keep it you, and watch those awkward silences disappear.
3. Research Your Prospects Thoroughly
Calling blind is like playing darts in the dark - you might hit something, but it’s probably not the bullseye. Research is your flashlight. Without it, you’re just guessing, and prospects can smell that from a mile away.
Before I dial, I’m on LinkedIn, company sites, even Twitter. What’s their gig? What’s their industry buzzing about? Any recent wins or flops? If they just got funding, I’ll say, “Congrats on the [amount] raise - how’s that changing things for you?” Instant cred.
Here’s the fun part: at least 90% of these people aren’t even going to answer. If you spend 10 minutes researching each prospect, you’re going to do 1-2 hours of research for every conversation you have. It’s rough, but the alternative is getting a connect that leads nowhere… research is key.
That’s exactly why cold-callers use resources like redtables - We want to kill that research time so that we can flip the script: Make more dials, book more meetings, all without bogging yourself down with research when most prospects won’t even answer.
Today, redtables found me a prospect’s blog rant about bad software. Dropped it into the call - “Saw your take on [issue], couldn’t agree more.” He talked my ear off for 20 minutes. AI-powered research turned a cold call into a warm chat.
Have your research handy so you’re not scrambling mid-call. It’s not about being a stalker - it’s about showing you give a damn. Do that, and they’ll listen.
4. Lead with Value
Newsflash: no one cares about your fancy product until you prove it’s worth their time. Leading with value isn’t some salesy buzzword - it’s the golden rule of cold calling. Focus on them, not you, or you’re screwed.
Ditch the feature dump. Instead, zero in on their world. “I noticed your team’s juggling [issue] - how’s that going?” Then, offer a nugget: “We’ve helped [similar company] cut that down by 30%.” See the difference? It’s more about their pain, less about your solution.
Keep it real, keep it specific. Generic pitches are for rookies. Show them you’re here to help, not hawk, and they’ll stick around longer than a “no thanks.”
Tired of me telling you to make it about them instead of you? Well buckle up. This isn’t about you!
5. Time Your Calls Strategically
Timing’s a sneaky little devil. Call too early, they’re groggy. Too late, they’re gone. I’ve accidentally dialed at 5 a.m. PST and gotten chewed out - lesson learned. Get it right, and you’re the hero who caught them at the perfect moment.
Basic rules: know their time zone (duh). Execs? Try 10-11 a.m. or 3-4 p.m. - they’re not drowning in meetings then. Mid-level folks? Post-lunch works. Mondays are a mess, Fridays are a ghost town - I stick to Tuesday through Thursday.
But that doesn’t mean that will work for you. It’s imperative that you track your own results.
But here’s the kicker: track your wins. I noticed my best calls hit around 2 p.m. midweek. Data doesn’t lie. And watch their industry - calling a tax guy in April? Good luck.
One time, I nailed a VP right after a big announcement - pure luck, but it stuck. Timing’s half science, half gut. Play with it, find your groove, and watch those pickups climb.
6. Ask Open-Ended Questions
Yes/no questions are a cold caller’s kryptonite. “Are you happy with your setup?” “Yes.” Click. Game over. Open-ended questions, though? They’re your ticket to a real conversation.
Try this: “What’s your biggest headache with [process]?” or “How’s [trend] shaking things up for you?” These aren’t just icebreakers - they’re gold mines. Prospects spill the beans, and you get the intel you need to shine.
I once asked a guy, “What’s keeping you up at night with [issue]?” He vented for 10 minutes - bam, I had everything I needed to pitch. Follow up with, “How’s that affecting [specific goal]?” - keeps them talking.
Don’t grill them - keep it chill, like you’re grabbing coffee. And listen (more on that next). The more they share, the less you’re selling blind. Open the door, let them walk through, and you’re halfway there.
7. Listen Actively
Here’s a shocker: talking less can win you more deals. Listening - really listening - is where the magic happens. Prospects don’t want a monologue; they want you to get them. And you can’t do that with your mouth running.
When they talk, I’m scribbling notes, nodding (even if they can’t see it), and tossing back, “So, you’re saying [rephrase their point]?” Shows I’m in it. Then, I dig: “What’s that mean for [their goal]?” They feel heard, I get smarter.
I used to ramble through silences - big mistake. Now, I let them fill it. One call, a guy paused, then dropped a bombshell need I’d have missed if I’d jumped in. Listening’s your superpower - use it.
Stay focused - no checking email mid-call. Paraphrase, probe, and shut up when it’s their turn. They’ll like you more, and you’ll close more. Simple as that.
8. Handle Objections Effectively
Objections aren’t a slap - they’re a chance. “Not interested”? “Already set”? “No budget”? I hear it daily. The trick isn’t dodging them - it’s dancing with them.
Step one: don’t panic. Step two: acknowledge and flip. “I get it, you’re not interested - mind if I ask what’s not clicking?” Or, “Cool, you’ve got a provider - what’s working well? Anything you’d tweak?” Suddenly, they’re talking, not bailing.
I had a “no budget” guy last week. I said, “Fair enough - what’s a fix like this worth to you?” He threw out a number, and we worked from there. Prep for the usual suspects - write responses, rehearse them. “Too busy”? “Totally get it - when’s a better time?”
It’s not about arguing—it’s about understanding. Handle it smooth, and they’ll respect you for it. Blow it, and it’s “click” city.
9. Follow Up Persistently
Most folks won’t pick up on round one. Or two. Or three (my team at a f500 tech company is averaging 8 touches per connect). Doesn’t mean they hate you - they’re just swamped. Following up isn’t nagging - it’s winning. But there’s an art to it.
Space it out - every 3-4 days, mix up the timing. I’ll leave a voicemail if I really want to talk to them: “Hey [Name], got a quick thought on [issue] - catch you soon.” Short, sweet, intriguing. Email’s fair game too - “Saw [update], thought of you.” Keeps you on their radar.
I chased a lead for two weeks - five calls, three emails. Sixth call, he answered, laughing, “You don’t quit, huh?” Booked the meeting. Track it - CRM, napkin, whatever. Just don’t let them ghost you.
Persistence pays, but don’t be a creep. Vary your approach, add value each time, and they’ll crack eventually.
10. Leverage Technology
Tech’s not here to steal your soul - it’s here to make you a cold calling ninja. I’m no geek, but the right tools cut my grunt work in half and doubled my wins.
CRM’s a must - Salesforce, Excel, whatever. Tracks who’s who, what’s next. Call recording? Gold. I cringe hearing my old calls, but it’s how I got better. Automation’s clutch too - schedules follow-ups, drops emails, frees me to dial.
One catch: don’t go full cyborg. I tried auto-dialing once - prospects sniffed it out and bolted. Tech’s the assist, not the star. Play with it - find your stack. I lean on redtables for research, Lusha for numbers, and Gong for call reviews.
Point is, use what works, ditch what doesn’t. Less time fiddling, more time closing.
Conclusion
Cold calling’s a grind, no sugarcoating it. But it’s not random chaos—it’s a skill you can sharpen. These 10 tips are my playbook from 50,000+ dials, distilled into something you can actually use. Still, reading ain’t doing. You’ve gotta dial, flub, tweak, and repeat.
Pick one tip - say, strong openings - and hammer it for a week. See what sticks. Every “no” is a step to “yes,” so don’t sweat the hang-ups. I’ve been there, and I’m still here.
Now, get after it.