Maximize Your Company’s Cold Calling Training with these Dos and Don’ts


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Cold call­ing is a hard art to mas­ter, and when con­duct­ing cold call­ing train­ing for your team, the instruct­ing part can be just as dif­fi­cult as the cold call­ing itself. After all, how do you teach con­fi­dence? How do you help peo­ple deal with rejec­tion? Part of the prob­lem with tra­di­tional cold call­ing train­ing is that it relies on rote scripts and teaches peo­ple what to say, rather than teach an atti­tude and guide sales reps on what not to say.

If you are grow­ing frus­trated with your cur­rent efforts to improve your staff’s cold call­ing effec­tive­ness, con­sider tak­ing a dif­fer­ent approach – con­sider help­ing your team adopt a new atti­tude toward the prac­tice, and help them under­stand that know­ing what not to do is just as impor­tant as know­ing what to do dur­ing a call.

One of the first steps in cold call­ing train­ing is to do an attitude-check with your team. Is your team out to sell some­thing? Are they try­ing to estab­lish rap­port by talk­ing about last night’s game or build some sort of com­mon­al­ity? If so, they are set­ting them­selves up for a feel­ing of rejec­tion and fail­ure if their call ends quickly with­out any lead generation.

Instead of approach­ing cold call­ing as a sales call – sim­ply to sell a prod­uct, take a dif­fer­ent approach. Coach your team that they are pro­fes­sion­als, and their whole goal is to build a rela­tion­ship. A pro­fes­sional who calls a col­league to find out about busi­ness prob­lems and inef­fi­cien­cies is a much dif­fer­ent rela­tion­ship than some­one sim­ply call­ing to sell some­thing. If you begin with the atti­tude that you are there to lis­ten, to learn, and then to offer solu­tions, you are no longer just a sales per­son mak­ing a call – you are a col­lab­o­ra­tor, a problem-solver.

Cold call­ing suc­cess can be made or bro­ken in the first 30 sec­onds of a call. The way your sales rep­re­sen­ta­tives open the call, say who they are, and iden­tify a poten­tial prob­lem that the prospect could be fac­ing, can either lead to a longer con­ver­sa­tion, or a very short con­ver­sa­tion that ends with “no thank you.” When guid­ing your reps on cold call­ing train­ing, make sure they know that they first have to under­stand the prob­lem they are try­ing to solve for the prospect, and com­mu­ni­cate this under­stand­ing at the very out­set of the call. Your prospects are busy, and they don’t have time to chit-chat or spend extra time on calls for prod­ucts they don’t under­stand the ben­e­fit of. There­fore, it’s imper­a­tive to lay the ground­work within the first 30 sec­onds of the call. If the prospect is strug­gling with the prob­lem you men­tion – and they under­stand that your solu­tion can help make this prob­lem dis­ap­pear – you have just begun a con­ver­sa­tion based on solu­tions and col­lab­o­ra­tion, rather than selling.

A sec­ond, and related point in effec­tive cold call­ing train­ing, is to make sure that your reps are not mak­ing the point of the call all about your com­pany and your prod­uct. Again, the point of the call is to build a rela­tion­ship and col­lab­o­rate on solu­tions, so if your reps open the call talk­ing about your lat­est inno­va­tion or tech­nol­ogy, you’ve just lost the customer’s inter­est. Instead of focus­ing on what your com­pany can do, focus more on what your prospect is need­ing to hear – what is the ben­e­fit of your prod­uct? Focus on the end solu­tion instead of the tool. You can weave into the con­ver­sa­tion the name of your prod­uct or tech­nol­ogy, after you’ve cap­tured their atten­tion, but the con­ver­sa­tion is not straight sales for what you have – it’s instead a con­ver­sa­tion about what they’re need­ing (which hap­pens to be the prod­uct you’re con­nected with). See the difference?

Before the call even begins, make sure your sales reps have done their home­work. In addi­tion to research­ing the prospect and indus­try, an equally impor­tant step is to antic­i­pate the pos­si­ble objec­tions from the prospect and write down the answers to these objec­tions. Based on your par­tic­u­lar indus­try, and past track record with cold calls, it should be fairly straight­for­ward to come up with a list of objec­tions and your responses to the objec­tions. The main les­son here is to not be caught off-guard, but rather, to re-direct the con­ver­sa­tion con­fi­dently and back toward your solution.


Cold call­ing and train­ing your team to be effec­tive cold call­ing lead gen­er­a­tors need not be a dreaded task, if you keep in mind that above all, you are build­ing a rela­tion­ship and offer­ing a solu­tion. If you approach your cold call­ing train­ing with this approach, your sales results will pos­i­tively follow.

Republished with author's permission from original post.

Jodi Beuder
We help organizations create a positive connection between customers and brands. We promote synergy through integration as it builds on the decades of collective history of renowned expertise. MHI Global is your comprehensive source for customer-management excellence solutions to compete in today's ever-changing, customer-centric environment.


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