Business Development

Business Development Cold Calling

Tips and advice

business development cold calling
George Clay

Effective business development cold calling is a skill---one that can be learned, honed, perfected.

Phone prospectors --- the really good ones --- can work any industry.

Technical data and industry buzz words are helpful.

But over the phone skills ---genuine savy...good etiquette --- are even more important.

Never "Wing It". Use a script. It keeps repetitions, omissions and improper sequencing out of your pitch.

Keep It Short. Make your introduction brief and to the point.

How brief? Twenty to thirty seconds! That's all you get.

So be accurate, concise,and persuasive. Are you starting to see why you need a cold calling script?

R-e-l-a-x. Dialog and delivery in movies, TV, and plays flows from carefully crafted scripts. Yet these staged conversations sound completely natural and -spontaneous.

Effective cold call prospecting is no different.

Subtle inflections and pauses make your presentation more natural and far more believable.

Do this when cold calling!

Prospect Qualify. Good prospects...weak prospects?

Find out who's who by asking specific questions.

For example, "Does this interest you?" Or "When would you like me to recontact you"?

Make prospect qualify questions part of every cold call script!

Test, Test, Test ----but control your variables carefully.

Be especially careful with key words or phrases.

You might think they don't matter, but they do!

So once you find a winning script, stick with every word of it!

The "experience" myth

Question: Does effective business outreach cold calling require a background in the industry or markets you are calling?

Answer: Surprisingly, industry specific knowledge about the business segments you are calling is NOT essential.

Tone of voice is key

Your ability to bond with someone --- usually a complete stranger if you're cold calling --- will have more to do with your tone of voice than anything else.

See my post: How To Make A Successful Phone Introduction

But too many sales managers  insist only salespeople with deep understanding of the markets they are selling can do business development cold calling.

It's myth based on lack of real-world testing and experience rather than tested cold call business experience.

Business Development Cold Calling FAQ plus Tested Tips

Question: Why do B2B sales managers consider business  cold calling obsolete?business development cold calling

Answer: Social media and web based marketing are their focus.

And cold calling is misery for their sales people.

Question: Is cold call otreach effective?

Answer: Harvard Business Review On-Line says cold calling is "the most effective way  to set up appointments with the right decision makers at your target accounts...and should be used by every B2B sales force."


Marketing Direct is the most personalized business development service you will ever come across. I engage your prospects one-to-one in a way that builds trust and helps your business grow. Call my style "old school" but it works! By filling out this form I guarantee I will personally receive your email and be in touch with you within 24 hours.

We respect your email privacy