How to cold call: a step-by-step guide with a call opener

To cold call well, prepare one true reason to call, open by asking for 30 seconds, ask a question before you pitch, handle the first objection calmly, and finish with a small next step. Then log the call and follow up. Most of the skill is preparation and listening, not talking.

When to use it

Use cold calls for buyers who answer the phone and where a short conversation can lead to a meeting. If you want a ready script, see the cold call script. For a broader plan, read warm calling.

The six steps

1. Prepare a reason. Spend two minutes on the person: a new role, a hire, a post. A call with a reason is warmer than a call without.
2. Open with permission. "Hi (first name), this is (your name) from (company). I know I am calling out of the blue. Do you have 30 seconds?"
3. Say why you called. One sentence, tied to the reason.
4. Ask before you pitch. "How do you handle (process) today?" Listen to the answer.
5. Handle the objection. Acknowledge, then ask. "Fair enough. Is it that (problem) is not a priority, or that the timing is off?"
6. Close small. Offer a 15-minute call or to send a short example.

The opener template

"Hi (first name), this is (your name) from (company). I know I am calling out of the blue. I am calling because (specific trigger). We help (type of team) with (problem). Is that something you are looking at right now?"

Cold call tips

• Keep a short list of the three objections you hear most, with one reply each.
• Write down what you hear right after the call.

Best time to cold call

There is no universal best time, and no number here would be reliable for your buyers. Test it: call in two different windows for a couple of weeks, log the connect and meeting rates in your CRM, and keep the window that works for your market.

Cold email vs cold call

Calls give instant feedback, but many people do not answer unknown numbers. Email scales more easily. Many teams use both: an email first, then a call that references it. The cold email template covers the email side.

What to check before you dial

1. You know who you are calling and why, and have a place to log the result.
2. You know the rules for the region and the kind of number. They vary by country and by whether it is a business line, so check them before you start.

Finding who to call

In Rodok, you describe a signal in a sentence, such as "new heads of sales at B2B software companies in the US", and a tracker finds people with a reason to hear from you. Rodok shows why each one is a fit, and the CRM keeps your calls, notes and tasks on the record. Rodok does not include a dialer, so you call from your own phone system.

Frequently asked questions

How do I start a cold call?

Say who you are, admit it is a cold call and ask for 30 seconds. Then give your reason in one sentence and ask a question.

Do cold calls still work?

They work for some buyers and not for others. A call with a specific reason is more likely to get a conversation than a call with none. Measure it for your own market.

How many times should I call someone?

A few attempts spread over a couple of weeks, mixed with email, is a common pattern. Stop when they ask you to, and record it.