A cold call should not be a spontaneous activity. You need to follow a clearly defined sequence from proper preparation to the organisation of the first meeting

When, why and above all HOW to execute proper cold calling

The prime goal of cold calling is to acquire new customers. The key task is to contact the previously unknown potential client or decision-maker by phone, e-mail or social media. It sounds simple, but successful cold calling is nearly always backed with a well considered strategy and careful execution of that strategy. Here we consider when, why and how to execute your cold calling strategy.

By the way, before we proceed, have you read my blog on cold calling etiqutte? You may also want to check out the series of videos covering many aspects of cold calling from cold calling preparation and general principles through to creating a compelling story for your solution. Or for even better and personalised help simply book a session with me by clicking the button below.

A question that you may not have asked yourself is "When should I execute my cold calling strategy?" By definition, the strategy is implemented at the very the beginning of the development of a new account and thus marks the start of the process: new relationships with potential clients should be established and nurtured.

Most cold calling is used in extend or conquer strategies. What we mean by this is that we either:

  • Extend: Sell existing offers and solutions in new target groups and markets
  • Conquer: Seize completely new opportunities.

This brings us to the why?: The aim is to secure a meeting or a conversation, to sell something directly or to get feedback. Access to a high-level decision maker on the organisation chart is crucial if we want to have a high quality dialogue with the client.

This leads us to consider the question most companies ask themselves: Under what conditions does cold calling work best, or how to best execute cold calling? The following points can guide you in your cold calling execution.

Points to consider when you execute your cold calling

Ideally, you can use existing contacts for a connection and thus warm up the acquisition. If those existing contacts are coy or don't dare to contact decision makers, get permission to make contact yourself. If the relationship risk with the existing contact is low, you can continue the acquisition process regardless, even if you encounter disinterest.

Do not make general offers while cold calling but offer impressive solutions to real problems. Contact the decision-maker about a specific problem, whether internal or external. In this way you increase your relevance and follow the approach of giving.

Adapt the basic approach to your cold calling process according to the following motto:

The joy and ambition in helping must be greater than the fear of rejection.

The classic cold calling cycle consists of preparation, access, hurdles, dialogue and finally the meeting and offer. However, you can also facilitate this cycle if you first convince the contacts of yourself by supplying other related content.

Related content can be a blog post in written or video form - see this related blog on social media contacts. This can be your own or curated content. Educational videos such as a seminar promote your expert position. Inspiring videos on current topics arouse interest in your person, brand or company. Entertaining and education content strengthens the trust and sympathy to you.