Cold calling may not be your favorite sales activity, but when done right, it can work exceptionally well. Some cold calling campaigns can boost ROI by 40% or more, proving that human conversations still matter in a world full of “quick connect” DMs and automated emails.

In a post for Nuacom, writer Ann Jones says cold calling isn’t about dialing hundreds of random people and hoping that someone will show interest. Instead, it’s about calling smarter. With the right mindset and approach, cold calling stops feeling like a grind and starts working like a strategy. We unpack her tips in this issue of PromoPro Daily.

  1. Develop a strong script. Jones says a well-prepared script can be a lifesaver during cold calls because it provides a framework for the conversation. Just don’t follow the script too rigidly. Use it as a guide to keep the conversation flowing naturally.

  2. Improve your active listening. This is a crucial skill in cold calling, Jones says. It involves fully concentrating on the prospect, understanding their needs and responding thoughtfully. Focus on what the prospect is saying and use verbal cues like “that makes sense” or “I see” to show that you’re engaged.

  3. Set realistic goals. According to Jones, this is a great way to manage your stress levels around cold calling. She recommends setting small, achievable goals like scheduling a follow-up meeting or just gathering information about a prospect’s needs. This can remove the pressure to close a deal on every call.

  4. Schedule your calls wisely. When you make your cold calls can impact both your stress and your success. Jones points out research that indicates that certain times of the day are more effective for cold calling. Typically, early mornings and late afternoons are the best times to reach decision-makers. Always keep in mind different time zones to avoid calling people at inconvenient times.

  5. Use positive self-talk. Cold calling can be difficult, and Jones says it’s easy to fall into negative thought patterns. She says it’s important to remind yourself of your successes, focus on the value you’re offering to the prospect and keep a positive outlook. This mindset can make a significant difference in your performance and stress levels.

How can you adjust your cold calling approach? Maybe you could schedule your calls in blocks or change your mindset around rejection. Cold calling may not become your favorite task, but when you tweak your approach, you can turn the phone from a stress trigger into a strategic edge.

Compiled by Audrey Sellers
Source: Ann Jones contributes blog posts for Nuacom, a smart communication tool that provides calling solutions for growing teams.