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Approach Cold Calling Differently

Approach Cold Calling Differently

Cold calling success is largely based on the ability to differentiate yourself from others doing the exact same thing. It makes sense that successful cold callers catch a prospect’s attention and build a relationship by being different in their cold calling approach.

It starts with the first phone call and the cold call script.

Craft a script that sounds genuine and unique.

Messaging must catch the attention of your audience. Interject something unexpected. Incorporate content to make your script your own.

Catch the prospect’s attention.

Successful cold callers make the first thirty seconds memorable by tailoring the message to the prospect’s communication style.

[Related: How to Make an Effective Request and Get What You Want From Anyone]

Be likable.

Incorporate a genial approach that builds trustworthiness. Trustworthiness leads to being influential.

Inject humor.

Connect with people over shared human experiences and tell stories that leave a positive effect.

Be sincere.

Differentiate yourself by being genuinely interested in your prospect and their needs and wants. Generate trust by truly caring about your prospect.

[Related: Authenticity Might be the Key Ingredient for Career Success]

Ask the right questions.

Ask high-value, thought-provoking questions. Ask enough deep, probing questions to really learn what the prospect's needs are. Keep questions short, following a response that the customer just shared to encourage them to talk more.

Embrace active listening.

Pay close attention to the prospect's words, their tone of voice, and their body language. Remember, it’s all about them. Distinguish yourself by being able to truly understand and respond to your prospect and their particular situation.

Be prepared.

Since prospects are inundated with sales calls, voicemails, and e-mails, it is crucial to differentiate yourself from all that noise. Come to the conversation with a knowledge of the prospect’s business and the kinds of challenges they face. Be ready with relevant open-ended questions. Sales is all about language that is pertinent to the prospect.

Add value at every opportunity.

Offer blogs, videos, white papers, and the like to be a thought-leader, not just a seller. When buyers see you as an expert, they will welcome your call.

[Related: Networking: The Art of the Cold Call]


Nancy Calabrese is passionate about properly executed pre-sales processes - engaging with prospects, uncovering their needs, and turning them into qualified leads. She takes the burden of researching, cold calling, and appointment-setting away from her clients so they can nurture and benefit from the relationships that she creates.

Have more questions? Follow up with the expert herself.


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