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Best Sales Cold Calling Techniques: Script, Pitch & Timing

Learn sales cold calling and prospecting, including best days for cold calling, best sales pitch, cold calling scripts, and techniques to set you apart.

Jackie Plaza

7 minute read

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Short answer

What is sales cold calling?

Sales cold calling is the technique of initiating contact with potential customers who have not expressed a prior interest in your company. Its primary objective is to introduce your products or services, nurture leads, schedule appointments, and ultimately close sales.

Cold calling can build a business but poor execution can cause damage

Poorly executed cold calls can result in a significant waste of time and effort for both the salesperson and the prospect.

Ineffective calls that don't engage or convert prospects lead to lost opportunities and resources.

Pushy or unprofessional cold calls can create a negative impression of your brand.

If prospects feel that their time is being wasted or they are being overly pressured, it can harm your reputation and make it more challenging to build trust and establish fruitful relationships.

Ineffective cold calling techniques may lead to missed sales opportunities and lost revenue. If your approach fails to capture the interest or address the needs of prospects, they may turn to competitors or dismiss your offerings altogether.

Continuous rejection without learning from mistakes can demotivate sales professionals. The constant stream of "no" responses can impact morale, leading to decreased motivation and performance.

This post was written to help you mitigate these consequences, continually refine your cold calling strategy, and adapt your approach.

Benefits and Challenges of Cold Calling

Cold calling offers a range of benefits, including personalized interaction, immediate feedback, and cost-effectiveness.

However, it also presents challenges, such as overcoming objections and maintaining motivation in the face of rejection.

But we'll equip you with the tools to overcome these hurdles and make the most of your cold calling efforts.

Steps for Successful Sales Cold Calling

To help you navigate the cold calling process, we've outlined a step-by-step approach that will keep you on track and increase your chances of success.

1. Research and Targeting

Identify your target market and create a prospect list. Gather relevant information about each prospect, such as their industry, pain points, and potential needs.

This data will enable you to personalize your approach and stand out from the crowd.

2. Preparation and Script Development

Craft a well-thought-out script that outlines key talking points, objection handling, and questions to ask.

Familiarize yourself with your product or service so that you can confidently address any queries or concerns that may arise.

3. The Introduction: Captivate from the Start

Your introduction is crucial in grabbing your prospect's attention. Craft a compelling opening line that addresses a pain point or presents a value proposition. You have only a few seconds to make a memorable impression—make them count!

4. Qualification and Needs Assessment

Engage your prospects in conversation and ask relevant questions to understand their needs, challenges, and goals.

This information will help you determine if your product or service is the right fit for their requirements.

5. Presenting the Solution: Tailor Your Pitch

Once you've gathered valuable insights, customize your pitch to align with the prospect's needs and pain points. Highlight the benefits and unique selling points of your offering to demonstrate its value.

6. Handling Objections: Turning "No" into "Yes"

Address objections and concerns raised by your prospects with confidence and clarity. Anticipate common objections and provide well-crafted explanations to alleviate doubts.
This proactive approach will show your prospects that you understand their concerns and have solutions at hand.

7. Closing or Next Steps: Sealing the Deal

If the prospect shows interest, don't be afraid to ask for the sale or propose the next steps. Offer options like a product demonstration, a follow-up meeting, or sending additional information.

By guiding your prospects towards the next phase, you maintain control of the sales process and increase the chances of conversion.

8. Follow-Up and Relationship Building

Maintain a record of the call, including any commitments made, and follow up promptly with interested prospects.

Additionally, focus on building and nurturing relationships with prospects who require more time before making a decision. Regular follow-ups will keep you on their radar and position you as a reliable partner.

Critical Cold Calling Techniques

Now that we understand the essence of sales cold calling, let's explore the keys to unlock your success in this realm.

1. Preparation and Research

The foundation of effective cold calling lies in thorough preparation. Research your target market, understand your prospects' pain points, and create a compelling script that addresses their needs.

The more you know about your prospects, the better you can tailor your approach and increase your chances of success.

2. Building Confidence and Enthusiasm

Confidence and enthusiasm are contagious, even over the phone. Believe in your product or service, and let your passion shine through your voice.

Your prospects will respond positively to your energy and conviction, making them more likely to engage with your offering.

3. Active Listening and Adaptation

Cold calling is not just about delivering a pitch—it's about engaging in a genuine conversation.

Actively listen to your prospects, understand their concerns and objectives, and adapt your approach accordingly.

This empathetic connection will build trust and increase the likelihood of a successful outcome.

4. Persistence and Resilience

Rejection is a part of the cold calling game. But successful cold callers don't let rejection discourage them.

Embrace persistence and resilience, view each call as a learning opportunity, and maintain a positive mindset. Remember, it's a numbers game, and every "no" brings you closer to a "yes."

Prospecting sales call script framework

1. Greeting and Introduction: Start your call on a positive note. Introduce yourself and the company you represent. Make sure your tone is confident, professional, and friendly.

Example: "Hello [Prospect's Name], this is [Your Name] from [Your Company]. How are you today?"

2. Purpose Statement: Clearly and concisely explain the purpose of your call. This needs to be engaging and should immediately convey value to hold the prospect's attention.

Example: "I'm reaching out because I noticed your company recently launched a new product, and I believe our solutions can help streamline your sales process."

3. Qualifying Questions: Ask questions that help identify if the prospect fits your ideal customer profile. This also helps in understanding their needs better.

Example: "Can you share some of the challenges you're currently facing with your sales process?"

4. Value Proposition: Explain how your product or service can address their challenges. Remember, focus on benefits, not features.

Example: "Our platform has helped similar companies to increase their sales by 25% by automating their process."

5. Handle Objections: Be prepared for potential objections. Having pre-prepared responses can help you navigate these smoothly.

Example: "I understand that you're satisfied with your current system. However, considering your recent product launch, our solution can offer [specific benefits] that might interest you."

6. Call to Action: Guide the conversation towards the next step, whether it's scheduling a follow-up call, a demo, or sending over more information.

Example: "Would you be available for a short demo next week to see how our solution can help your sales team?"

7. Closure: Thank the prospect for their time, even if the outcome isn't what you expected. This leaves the door open for future communications.

Example: "I appreciate your time today, [Prospect's Name]. Looking forward to our demo next week."

The aim of a prospecting call isn't always to close a deal, but to create interest, gather information, and establish a relationship.

Cold call Script example:

Ring Ring

You: "Hello, is this John? My name is Alex from SuperSolutions. How are you today?"

Prospect: "I'm fine, thanks. How can I help you?"

You: "John, I'm reaching out because I noticed your company recently expanded its operations. From my research, it seems that you might be facing some challenges with maintaining efficiency in this expanded setup. Is that correct?"

Prospect: "Yes, we are trying to streamline our processes."

You: "I understand that can be quite a task. At SuperSolutions, we specialize in providing efficient process management systems that could help you maintain the level of efficiency you're looking for, even with your expanded operations."

Prospect: "Sounds interesting, but we're currently using a system that we're quite happy with."

You: "That's great to hear, John. I'm glad your current system is delivering results. What if we could show you a system that not only maintains your current efficiency levels but potentially improves them, would you be open to exploring it?"

Prospect: "Well, it depends on what you're offering."

You: "I understand, John. How about we schedule a brief call next week where I can show you exactly how our system can benefit your operations? We have had similar companies increase their efficiency by 35% with our solution."

Prospect: "Sure, that sounds reasonable."

You: "Excellent! How about next Tuesday at 2 PM?"

Prospect: "Yes, that works for me."

You: "Great, John. I appreciate your time today and look forward to our call next week. Have a great day!"

How to time your cold call prospecting to get optimal results

To get the best results from your cold calling you have to find people when they are at their most receptive.

If we’re being truthful it’s never a good time for your prospects to talk to you. You are unavoidably intruding on their time and disturbing them.

That said, there are better times than others to do this so that you maximize your chances of finding a reasonably patient person on the other line that’s receptive enough to give you 30 seconds of their time.

Best hours for making a cold sales call

Research indicates the best time to make a cold sales call is generally between 4:00 PM and 5:00 PM, during the recipient's local time.

This is typically when people are winding down their workday and are more likely to have time for a conversation.

Another effective time period is between 11:00 AM and 12:00 PM, when individuals may be preparing for a lunch break.

However, these timeframes can vary depending on the industry, region, and specific habits of the prospect, so it's important to also use your judgment and make adjustments as necessary.

Best days for making cold sales calls

According to various studies, the best days to make cold sales calls are typically Wednesdays and Thursdays.

People are usually more receptive to calls mid-week after they've settled into their work rhythm and before the anticipation for the weekend begins.

Mondays are often busy with planning and catching up after the weekend, while Fridays people are often winding down or focused on finishing the week's tasks.

That said, these are general guidelines and the best days can vary depending on the specific habits and schedules of the industry or individual you're calling.


  • Cold calling is an effective but challenging sales tactic that involves contacting prospects without prior interest.
  • Poor execution can harm your brand, but well-done cold calls can lead to significant business growth.
  • Key factors for success include careful research, a captivating pitch, and persistent follow-up.
  • Timing matters - the best days for cold calls are generally Wednesdays and Thursdays, with the optimal times being around 11:00 AM to 12:00 PM and 4:00 PM to 5:00 PM.
  • Lastly, having a well-prepared script can significantly improve your cold-calling results. Remember, your aim is not just to sell, but to create interest and build relationships.
Jackie Plaza

Hi, I’m Jackie, Creative Marketing Specialist at Storydoc, I write on everything business presentations. I love to research and bring to light critical information that helps marketing, sales, and design teams get better results with their collateral.

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