person cold calling via earpiece

Marketing 101: A 4-Step Guide to Effective Cold Calls

Times indeed have changed with the various forms of marketing strategies overshadowing the viability of email marketing and other older types of lead generation tactics. Yet, the modern consumer’s preferences on customer and service provider relationships have become more favorable for teleprospecting strategies.

Bringing back cold calling in today’s digital age

Telemarketing used to be a significant inconvenience to a consumer’s daily routine. Cold calling may seem to be an outdated form of marketing compared to Search Engine Marketing (SEM) and social media marketing strategies. However, research marketing firm MarketingSherpa reveals that over 92% of B2B buyers are open to cold calls if the salesperson is promoting a relevant service.

In this article, we will share a four-step guide to improving your cold calling routine:

1. Stay on the line for the long haul

Always be prepared to stay on the line for a long time because a successful cold call requires patience and stamina. Make sure that you don’t rush into any offers without going through the process of lead nurturing first.

You should always remember that you aren’t merely making a pitch, but you’re having a conversation. Take your time throughout the call and be informed about potential follow-up information that you will have to provide. If you’re unsure of any data, be polite in being transparent and notifying your prospect that you’ll get back to them with an answer as soon as possible.

2. Consider each call as your first and last chance to convert a lead

Don’t give up by terminating a call prematurely. Each call, no matter how much it feels like a routine to you, is a potential lead’s first or last conversation with you. This is why you should be proactive in seeking alternative personnel who can take the call if your targeted individual remains unavailable for an extended period.

Make sure that you take the time to be responsive to executive assistants or secretaries who are working to verify your database with theirs. Don’t treat them as lesser employees as it can be helpful for you to get on their good side as they determine which calls are worth reminding their bosses about. 

3. Be reliable and credible

Relying on a call guide can make the conversation feel robotic and monotonous. Nevertheless, you should still take notes of the critical details in designated spiels, such as service hours, relevant personnel, product specifics, and more. You should also always appear as a credible and reliable individual in selling what you have to offer.

There’s nothing more embarrassing than lacking credibility in front of a potential lead. When making a call, be on top of the questions and possible clarifications that a potential lead may have about you and the brand that you represent.

4. Open your options for conversation channels

When speaking to a prospect, be proactive in asking permission for email information so that you can continue answering questions and providing valuable information that they might need. If you’ve played your cards right in being a credible and trustworthy caller, it’s most likely that they’ll give you their email addresses or WhatsApp ID, which allows you to further build a connection by staying in touch through alternative forms of communication.

Don’t be afraid to follow up on the relevancy and promptness of your prospect’s needs. Following up should merit a requested action, which means that you should match it based on their preference. If their schedule disallows them for a direct call, seek other avenues, such as email correspondences available, to continue the conversation further.


Teleprospecting can be an excellent way to build relationships with clients in making them feel more connected with a service. The key to bringing back cold calling to your business’ strategies is optimizing your cold calling practices to promote lead-generation by learning from the mistakes of the past and adapting it to the needs of the present.

If you’re unsure where to start with your telemarketing campaign, our team at WhoKnows can give you a thousand different places where you can begin. Subscribe to our service today!

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