13 cold calling best practices every rep needs to know (& nail)

Cold calling: the phrase alone can send shivers down even the most seasoned rep's spine. But when done right, cold calling can be the key to unlocking unprecedented growth for your business. In today's digital age, where emails go unread and social media messages get lost in the noise, a well-executed cold call can cut through the clutter and make a lasting impression.

In this article, we'll explore 13 battle-tested best practices that can transform your cold calls from awkward monologues into engaging dialogues. Whether you're a nervous newbie or a cold-calling veteran looking to sharpen your skills, these strategies will help you connect with prospects more effectively, handle objections with grace, and ultimately, close more deals.

At the end of this article, you’ll also find links to a slew of other cold calling-related content we’ve created if you want to dive deeper into the topic, too.

Ready to turn those cold leads into warm opportunities? Let's dive in.

1. Develop a strong cold call framework.

When it comes to cold calling, I’ve found that having a flexible framework is far more valuable than relying on scripts. Scripts can be helpful, especially for new reps, but they can also become a crutch that prevents you from adapting to the natural flow of conversation. Instead, focus on mastering a process or framework that guides your calls while allowing room for personalization and improvisation. This can help you stay on track without sounding robotic or missing important cues from the prospect. 

Here's a five-part framework you can adapt to your own style and needs (and we’ll cover more of these steps in greater detail later):

1. Intro/Opener: Use a strong opening line that feels natural to you. Examples:
   • "Hi [Name], this is [Your Name] from [Company]. Did I catch you in the middle of something?"
   • "Hello [Name], [Your Name] here. This is a cold call. Want to roll the dice?"
2. Hook: Quickly explain the reason for your call, focusing on the value you can provide:
   • "I'm calling because we've been helping companies in [their industry] improve [specific metric] by [percentage]."
   • "We're reaching out to ask if you're facing two challenges that others in your space are dealing with."
3. Dance: This is where you navigate the initial reaction and try to put the prospect at ease.
   • It's about making them feel comfortable enough to have a real conversation. 
   • It also helps to go in armed with a list of common objections you typically get at the beginning of the call, along with their responses. This will help you feel more prepared if you get pushback from a prospect early on. (See best practice #6 if you want to learn more about preparing for objections.)
4. Dialogue: Engage in a meaningful discussion about their challenges and how your solution might help. This is where you:
   • Ask probing questions
   • Share relevant information about your product/service
   • Handle objections
   • Provide case studies or success stories
5. Close: End the call with a clear next step:
   • "Based on what we've discussed, I think it would be valuable to schedule a quick demo. How does your calendar look next Tuesday at 2 PM?"
   • "I'd love to send you some more information on how we've helped similar companies. What's the best email to reach you at?"

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2. Do your homework.

Nobody likes feeling like just another name on a call list. That's why thorough research is the secret sauce of successful cold calling. When we take the time to really understand our prospects, we're laying the groundwork for a conversation that actually matters. Think of it as the difference between showing up to a party empty-handed versus bringing the host's favorite snack – which one do you think they'll appreciate more?

Here are some ways to do this effectively:

• LinkedIn deep dive: Don't just glance at their profile. Make sure to scan key bits of information, such as the prospect’s headline and “About” section, as well as any recent posts they’ve made. It doesn’t hurt to also look for shared connections, groups they're part of, and articles they've engaged with. 
• Company website analysis: Go beyond the homepage; check out their blog, case studies, and press releases. Look for recent achievements or challenges they might be facing.
• News & industry trends: Set up Google Alerts for the company, its key decision-makers, and even their industry. 
• Social media Insights: Follow their company social media accounts. Notice the tone they use and the content they share. This can give you a sense of their company culture and priorities.
• Financial reports: If it's a public company, review their annual reports or earnings calls. This can provide insights into their financial health and strategic priorities.

3. Craft openers that are simple, yet engaging.

The first few seconds of your call can make or break your chances of success. Let's break down the elements of a strong opening:

• Introduction:
  • Be clear and confident: "Hi [Name], this is [Your Name] from [Your Company]."
  • If you're calling a large organization, include your department: "I'm calling from the business solutions team at [Your Company]."
• Reason for calling:
  • Be specific and value-focused: "We specialize in helping companies in [their industry] improve their [specific area, e.g., customer retention rates]."
  • Mention a trigger event if possible: "I noticed your company recently expanded into [new market]. We've helped similar companies streamline their operations during expansion."
• Make a mini upfront “contract” with the prospect:
  • A mini up-front contract is a brief agreement you establish at the start of a sales call to respect everyone's time and set clear expectations. Here's a straightforward way to present it:
    • "Would you mind if I take just half a minute to share what I've discovered and why I think it might be relevant to your situation? After that, it’s your call whether it makes sense to continue our conversation. Feel free to say ‘no’ if it doesn't align with your needs."
  • This approach is a personal favorite of mine; I picked it up from Sandler and have found it to be extremely effective because it:
    • Shows respect for the prospect's time
    • Gives them control over the conversation
    • Reduces pressure by making it easy to decline
    • Sets clear expectations for what comes next

Practice makes perfect: try different opening lines and see what resonates best with your prospects. The key is to find an opener that feels comfortable and natural to you.

4. Focus on value, not features.

When we're passionate about our product or service, it's easy to fall into the trap of feature-dumping. But to truly engage a prospect, we need to translate features into benefits and value. 

Here's how to do it effectively:

• Identify pain points: Research common challenges in their industry, and listen to what the prospect says about their specific struggles.
  • Example: "Many marketing agencies struggle to demonstrate ROI to their clients."
• Connect your solution: Explain how your offering addresses these challenges using clear, jargon-free language.
  • Example: "Our AI tool provides real-time performance data, making it easy to show clients exactly how your strategies are impacting their bottom line."
• Quantify the impact: Use specific numbers and percentages when possible. If you don't have exact figures, use ranges or conservative estimates.
  • Example: "On average, agencies using our tool have increased client retention rates by 25-30%."
• Share success stories: Prepare 2-3 brief case studies relevant to their industry. Focus on the results achieved, not just the features used.
  • Example: "We worked with an agency similar to yours in [City]. Within 6 months of implementing our tool, they reduced client churn by 40% and increased upsells by 20%."
• Personalize the value: Based on your research, suggest how the benefits might apply to their specific situation.
  • Example: "Given your recent expansion into data analytics, our tool could help you showcase the impact of these new services to your clients, potentially opening up new revenue streams."

The goal here is to paint a picture of success that resonates with your prospect's specific needs and business objectives.

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5. Be strategic about taking notes.

Let's face it: even with the sharpest memory, you can't remember every detail from every call. That's where strategic note-taking comes in. But there's an art to taking notes while keeping the conversation flowing naturally. The goal is to capture important information without letting note-taking become a distraction that pulls you out of the conversation.

Here are some proven strategies for effective note-taking during cold calls:

• Focus on key information:
  • Capture pain points and challenges the prospect mentions.
  • Note specific numbers or metrics they share.
  • Write down any objections they raise.
  • Record next steps or commitments made.
• Use a consistent structure:
  • Create a simple template with sections for different types of information.
  • Include spaces for action items and follow-up tasks.
  • Maintain a dedicated section for key decision-makers or stakeholders mentioned.
• Leverage technology wisely:
  • Use call recording software when possible (and permitted).
  • Consider using AI solutions that can transcribe calls for you – and even provide summarized notes afterward – so you can focus more on the conversation.
  • If available, use your CRM's note-taking features to keep everything in one place.
• Develop shorthand:
  • Create your own abbreviations for common terms.
  • Use symbols or bullet points for different types of information.
  • Keep it simple enough that you can read it later.
• Review and organize:
  • Set aside time after each call to review and clean up your notes.
  • Transfer key information to your CRM or sales engagement platform.
  • Highlight any critical follow-up items or action steps.

Your notes should serve as a bridge between conversations, not a barrier during them. With practice, you'll find the right balance between staying present in the conversation and capturing the information you need to move opportunities forward.

6. Ask good questions.

Knowing the right questions to ask in a conversation — and when to ask them — is a skill that can significantly improve the quality of your cold calls. Good questions serve multiple purposes:

• They help you gather valuable information.
• They demonstrate your genuine interest in the prospect's situation.
• They keep the prospect engaged in the conversation.

Here are some effective questioning strategies you can try out:

• Use the “funnel technique”: Begin with open-ended questions about their overall business. Then, get progressively more specific, focusing on areas relevant to your offering. Example:
  • Start with: "What are your main priorities for this quarter?"
  • Followed by: "How are you currently measuring the success of your marketing campaigns?"
• Ask about impact: Help the prospect quantify the cost of their challenges. Example:
  • "If you could solve this issue, what would it mean for your business in terms of revenue or growth?"
• Explore current processes: Understand how they're currently handling relevant tasks. Example:
  • "Can you walk me through your current process for reporting results to clients?"
• Inquire about decision-making: Gather information about their buying process. Example:
  • "If you were to consider a solution like ours, who else would be involved in the decision?"
• Ask future-oriented questions: Get them thinking about possibilities. Example:
  • "Where do you see your agency in the next 2-3 years? What needs to happen to get there?"
• Tie back to your solution: After they've shared their challenges, ask questions that naturally lead to your offering. Example:
  • "If you had a tool that could automate this process and save your team 10 hours a week, how would that impact your business?"

7. Be ready for objections.

As you get deeper into cold calling, it's important to keep in mind that objections will happen; they're just part of the process. When a prospect pushes back, don't let it burst your bubble. Instead, see it as an invitation to a deeper dialogue. It's your moment to showcase your expertise and build trust faster than you can say "value proposition."

The key to handling objections is to:

• Listen carefully and acknowledge their concern.
• Ask questions that help you get to the root of their resistance. There's usually more beneath the surface.
• Respond thoughtfully, tailoring your words to their specific concerns. Cookie-cutter responses are so last year.
• If you can, pull out a relevant case study or drop some data. Nothing says "I know my stuff" quite like a well-placed success story.
• Always remain respectful and never argue with the prospect. Remember: it's a conversation, not a debate championship.

Here are some examples of the most common types of objections you’ll get in cold calling:

• "We're not interested."
• "We don't have the budget."
• "We're happy with our current solution."
• "Send me some information and I'll look it over."
• "We're too busy right now."
• "I'm not the right person to talk to."

Get into the practice of drafting responses for each of these objections and run them by your team for feedback. As you develop them, make sure to adapt them to the different personas you’re targeting. The more comfortable you are with addressing objections, the more confident and effective you'll be on your calls.

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8. Practice active listening.

Let’s talk about a superpower that can transform your cold calls from awkward monologues to engaging dialogues: active listening. This isn't just about nodding along while secretly planning your next pitch. It's about tuning in to your prospect's frequency and really getting their message – both the words they say and the ones they don't.

Here are some strategies to help you master active listening on calls:

• Give the conversation your full focus:
  • Eliminate distractions. Find a quiet space for your calls and make sure to close out of any browser tabs or apps you don't need for the conversation.
  • Take notes, but don't let note-taking prevent you from being fully present in the conversation.
    • Hint: AI solutions like Regie.ai can transcribe calls for you, so all you have to do is focus on the conversation.
• Use verbal affirmations:
  • Occasionally use phrases like "I see," "That makes sense," or "I understand" to show you're engaged.
  • Be careful not to overuse these, as it can become distracting.
• Ask clarifying questions:
  • If something is unclear, don't hesitate to ask for more information: "You mentioned X is a problem. Could you tell me more about how that's impacting your day-to-day operations?"
• Acknowledge emotions:
  • Pay attention to the prospect's tone of voice and respond appropriately: "It sounds like this issue is causing a lot of frustration. Is that right?"
• Avoid interrupting:
  • Let the prospect finish their thoughts before you respond.
  • If you need to interject, wait for a natural pause and say something like, "If I may add something here..."
• Paraphrase and reflect:
  • Summarize what you've heard: "So, if I understand correctly, your main challenge is..."
  • After the prospect shares something significant, paraphrase it back to them. "If I'm hearing you correctly, you're saying that..."
• Connect the dots:
  • As you listen, try to connect what they're saying to how your solution can help: "Based on what you've shared about X, I think our Y feature could be particularly beneficial because..."
• End with a summary:
  • At the end of the call, summarize the key points discussed: "To recap, we've talked about A, B, and C. Is there anything I've missed or anything else you'd like to add?"

Active listening is about showing genuine interest in the prospect's situation. It helps build trust and rapport, making the prospect more likely to open up and consider your solution. Practice these techniques in your everyday conversations to make them feel more natural during your calls.

9. Know when to move on.

Not every call ends with confetti and a signed contract. Knowing when to wrap things is a key part of cold calling; it shows that you respect the prospect's time and allows you to protect your own.

That said, there are also right ways and wrong ways to end calls with prospects; knowing how to end a call professionally leaves the door open for future opportunities. As such, always make sure to:

• Thank the prospect for their time.
• Summarize any next steps or agreements made.
• If appropriate, ask if you can check in at a later date.
• Maintain a positive, professional tone, even if the call didn't go the way you hoped it would.

Below, we’ve provided some common signs that it’s time to wrap things up, as well as recommendations for potential responses to use:

1. Recognize clear disinterest: If the prospect repeatedly gives short, dismissive answers, or if they’re clearly distracted or unengaged in the conversation.
   • Potential response: "I appreciate you taking the time to speak with me today. It seems like this might not be the right fit for you at the moment. Would it be alright if I reached out again in [specific timeframe] to see if your needs have changed?"
2. Identify misalignment: If it becomes clear that your solution doesn't match their needs.
   • Potential response: "Based on what you've shared, it sounds like our solution might not be the best fit for your current needs. I want to respect your time. Is it alright if I make a note to check in with you in [timeframe] in case your situation changes?"
3. Handle repeated objections: If you've addressed multiple objections and the prospect is still hesitant.
   • Potential response: "I understand you have some reservations. At this point, it might be best for you to take some time to consider what we've discussed. Would you like me to send you some information to review, and we can schedule a follow-up call if you're interested?"
4. Respect time constraints: If the prospect mentions they're short on time or have another commitment.
   • Potential response: "I know you're busy, and I want to be respectful of your time. Would you prefer to schedule a call for a time that's more convenient for you?"
5. Recognize decision-making limitations: If you find out you aren’t speaking to a decision-maker and they can't connect you to one.
   • Potential response: "Thank you for explaining your company's decision-making process. Since you're not directly involved in these decisions, would you be able to introduce me to [appropriate role/person], or should I reach out to them directly?"
6. Handle unqualified leads: If you determine the prospect doesn't meet your qualifying criteria.
   • Response: "Thank you for sharing those details about your business. Based on what you've told me, I don't think our solution would be the best fit for you at this time. However, I'd be happy to keep you updated on any future offerings that might be more suitable."
7. Deal with hostility: If a prospect becomes rude or hostile.
   • Response: "I apologize if I've caught you at a bad time. I'll go ahead and end the call now. Thank you for your time."

By knowing when to move on, you aren’t just saving time; you're preserving your energy for prospects who are more likely to benefit from your solution. 

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10. Always follow up.

Hanging up doesn't mean goodbye. In fact, what you do after the call can make or break your sales efforts. A strategic follow-up is your secret weapon, transforming that initial conversation into a potential goldmine. So, don't let your cold calls go cold; keep the momentum going with a solid follow-up game.

Here's how to make your follow-ups count:

• Immediate & personalized email follow-up:
  • Send each prospect a thank you note via email within 24 hours of the call.
  • Recap key points discussed and outline next steps.
  • Include any promised information or resources.
  • Reference specific details from your conversation; this confirms that you were listening.
  • Tailor your message to address their unique pain points or goals.
• Leverage an omnichannel approach:
  • Don't rely solely on email. Consider LinkedIn messages, phone calls, or even direct mail for high-value prospects.
  • Vary your approach based on the prospect's preferences and industry norms.
• Strategic sequencing:
  • Develop a series of touchpoints over time, not just a one-and-done approach.
  • Example sequence: Day 1 (Email), Day 3 (LinkedIn), Day 7 (Phone), Day 14 (Email with new valuable content).
    • Hint: Regie.ai’s AI Agents can automate this entire process for you; on top of that, they can use the prospect’s intent and behavior data to develop dynamic sequences and touchpoints based on how they like to be contacted and when.
• Be persistent, not pushy:
  • Follow up consistently, but be mindful of the prospect's time.
  • After several unanswered attempts, consider a final "break-up" email to either re-engage or find closure.
• Track, analyze, and adjust:
  • Log all follow-up activities and responses in your CRM or SEP.
  • Analyze the effectiveness of different follow-up types and refine your approach.
• Timing considerations:
  • Consider following up at different times of day or days of the week to increase your chances of connecting.
  • Be mindful of time zones and typical work hours for your prospect's industry.

By mastering the follow-up process, you'll keep the conversation going long after the initial call, increasing your chances of turning that cold lead into a warm opportunity.

11. Focus your efforts on high-intent prospects.

Not all prospects are created equal. By prioritizing those who've already shown interest in your company or solution, you can significantly increase your chances of success. These high-intent prospects are like warm leads in a sea of cold ones, and they deserve special attention.

Here are some strategies for identifying and engaging with high-intent prospects:

• Website visitors:
  • Use website tracking tools to identify companies browsing your site; this is what’s referred to as “first-party” data.
  • Pay special attention to those who've visited high-value pages like pricing or product details.
• Content downloaders:
  • Follow up with individuals who've accessed your whitepapers, e-books, or case studies.
  • Reference the specific content they downloaded to personalize your outreach.
• Social media engagers:
  • Monitor who's interacting with your company's posts on LinkedIn, Twitter, or other platforms.
  • Engage with their comments and use that interaction as a conversation starter.
• Event attendees:
  • Reach out to people who've attended your webinars or in-person events.
  • Mention the event in your call or email to establish a connection.
• Email responders:
  • Prioritize prospects who've opened or clicked links in your email campaigns.
  • Use their engagement history to tailor your approach.

By focusing on these high-intent prospects, you’re opening the door to conversations who've already expressed interest in what you offer. These prospects have already taken a step towards you; your job is to meet them halfway and guide them further along the buyer's journey.

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12. Embrace the power of volume.

In the world of cold calling, numbers matter. The more calls you make to the right people, the higher your chances of success. It's a simple equation: more attempts equal more opportunities. But before you start dialing like there's no tomorrow, remember that quality still reigns supreme.

Here's how to harness the power of volume effectively:

• Set daily call targets:
  • Establish realistic goals for the number of calls you'll make each day.
  • Gradually increase these targets as you become more efficient.
• Use time blocking:
  • Dedicate specific hours of your day solely to making calls.
  • Minimize distractions during these periods to maintain focus.
• Leverage technology:
  • Utilize auto-dialing software like a power or parallel dialer (like *cough* Regie.ai’s new AI Dialer *cough*) to increase your call efficiency.
• Track your metrics:
  • Monitor your call-to-connection ratio and adjust your approach accordingly.
  • Analyze which times of day yield the best results and optimize your schedule.
• Learn from each call:
  • Use high volume as an opportunity to refine your pitch and objection handling.
  • Each call, successful or not, is a chance to improve your skills.

Remember: the goal isn't just to make more calls – it's to make more meaningful connections. By increasing your call volume strategically, you're giving yourself more opportunities to connect with potential customers and refine your approach. With practice, you'll find the sweet spot between high volume and high quality, maximizing your chances of cold calling success.

13. Get your timings right.

In cold calling, timing isn't just important—it's everything. The right call at the right moment can be the difference between a warm conversation and a cold shoulder. By being strategic about when you pick up the phone, you can significantly increase your chances of reaching decision-makers and having meaningful discussions.

Here's how to make timing work in your favor:

• Figure out what times work best for your prospects, not you:
  • For high-priority prospects try calling between 45 minutes past the hour and the end of the hour. Many executives have meetings that end at the top of the hour, giving you a potential 10-15 minute window to catch them.
  • Early mornings (before 9 AM) and late afternoons (4-6 PM) can be good times to reach decision-makers.
  • For general prospects, aim for 10-11 AM and 1-3 PM local time.
• Choose your days wisely:
  • Wednesday, Thursday, and Tuesday are generally considered the best days for cold calling.
  • Mondays are often hectic as people catch up from the weekend.
  • Fridays can find prospects eager to wrap up their week.
  • However, don't completely neglect Mondays and Fridays—sometimes less competition for attention can work in your favor.‍
• Respect time zones:
  • Always be mindful of your prospect's local time.
  • Adjust your calling schedule accordingly for different geographic regions.

Pay attention to patterns in your own calls and be ready to adjust your timing strategy to what works for your specific audience, rather than just for you. 

By mastering the timing of your calls, you're increasing your chances of connection and — more importantly — demonstrating respect for your prospect's time and schedule. This attention to detail can set the tone for a positive and productive conversation.

Final thoughts

Cold calling may seem daunting, but with these strategies in your toolkit, you're well-equipped to turn those cold connections into warm opportunities. Remember, the goal of a cold call isn't always to make a sale on the spot. Often, it's about starting a conversation and moving the prospect to the next stage of your sales process. Each call is a chance to learn, refine your approach, and get better at connecting with potential clients.

As you implement these practices, keep in mind that authenticity and genuine interest in your prospects' needs will always be your greatest assets. Stay curious, be persistent (without being pushy), and don't be afraid to adapt your approach as you learn what works best for you and your target audience. With time and practice, you'll find your cold calling confidence growing — and your results improving. 

Want to learn more about cold calling?

We have a whole content series dedicated to helping your team get the most out of your call channel. Make sure to check out the rest of the articles in this series:‍

• ‍19 cold calling techniques Regie.ai's reps use to drive meaningful results‍
• 11 cold calling tips that actually work‍
• What’s the best time to cold call?