Cold Calling is Back: Here is Why You Need to be an Expert
Firstly qualify, qualify qualify.
Let’s presume you have an existing database of buyers, you must find out exactly who they are and what their job title is. Easy done – just export a list into Excel, give it to someone offshore and they can manually search and profile the base. We now have the avatar of our ideal customer; let’s get to finding some contacts. With a little creativity, it shouldn’t be too overwhelming for you to find contacts on LinkedIn that meet your industry, job title etc. Cross-reference websites and now we have emails and phone numbers for these guys. Get some outside help if need be.Secondly, follow them around a little.
Create a customer audience in LinkedIn and Facebook then with their emails give them a little taste of what you’re about. When you call they are more likely to trust you! For instance, I could be the leading provider of workplace safety audits. Then I would run a tailored ad campaign with some interesting content on why if you are in the business of running a safe workplace you should speak with me. The key is a compelling offer, for example a free $500 workplace audit with a lead form in the ads. The hook is the key to standing out. Make sure you understand the Life Time Value (LTV) of your customer when curating the hook. Now lets say for pretty minimal expense we have a list of contacts who:- Meet our buyer demographic
- Have been exposed to our brand through social media
- We have a hook that is going to get them excited
Now it's time to pick up the phone!
Remember there hasn’t been a time in the last ten years when decision makers pick up fewer sales calls than they do now. It’s all about email outreach and funnels. The key to mastering the call is a little more complex. Two things to remember though that will get you a long way.- Present yourself as an expert in the industry. You are!
- No, “please sir can I have a minute of your time.” You should say “David you need to hear what I am offering to ensure you are not exposed to a potential lawsuit from workplace accidents. I am giving away a $500 audit. I wouldn’t be in business if after I gave away this audit, many more customers came on board. You need me.”
Frequently asked questions
Yes, cold calling remains effective for B2B sales when it is done with proper preparation rather than as a random numbers game. The key is qualifying your list first, so you only call decision makers who genuinely fit your ideal customer profile. Warming prospects beforehand with targeted ads and email builds familiarity, which makes the call far more likely to land.
How do I qualify a list of prospects before calling?Start with your existing database of buyers and identify exactly who they are and what their job titles are. Export the list, then research and profile each contact so you build a clear picture of your ideal customer. Cross-referencing LinkedIn profiles and company websites lets you confirm the right decision makers and gather direct contact details before you pick up the phone.
What makes a strong cold calling hook or offer?A strong hook leads with clear value the prospect cares about, such as a free assessment, audit, or sample relevant to their business. It should be specific and easy to say yes to, so the prospect sees the benefit within seconds. Always weigh the offer against the lifetime value of a customer so the cost of the incentive stays profitable over the relationship.
Should I warm up prospects before cold calling them?Warming up prospects first noticeably improves your results. Building a custom audience on LinkedIn and Facebook from your contact emails lets you run tailored ads that introduce your brand before you call. When the prospect already recognises your name and message, they tend to trust you faster and stay on the line longer.
Can corporate gifts help support a B2B sales pipeline?A well chosen gift is a memorable way to open or maintain a B2B relationship, especially after a first meeting or a closed deal. Sending a gourmet corporate hamper keeps your name front of mind and signals genuine appreciation, which can shorten the path to repeat business. Hampers With Bite offers corporate gift hampers with a free personalised gift card, so the gesture feels considered rather than generic.
How does customer lifetime value affect my sales approach?Lifetime value tells you how much a single customer is worth across the whole relationship, not just the first sale. Knowing this figure lets you justify the cost of acquisition tools such as free audits, samples, or thank you gifts. The higher the lifetime value, the more you can invest in winning and keeping each customer without eroding your margin.
Is cold calling better than relying on social media or paid ads alone?Social media and paid ads build awareness, but a direct conversation often closes the gap that digital touchpoints leave open. The most reliable approach combines both, using ads to warm the audience and a phone call to qualify and convert. Service led businesses in particular tend to see stronger returns from a human conversation than from automation by itself.
What follow up works well after a cold call goes well?A prompt follow up keeps the momentum from a positive call, ideally within a day while the conversation is still fresh. Sending a short recap email confirms next steps and reassures the prospect. For higher value leads, a thoughtful corporate gift hamper can reinforce goodwill and help your business stand out from competitors chasing the same account.