Glossary
Cold calling
Cold calling is phoning a prospect who has had no previous contact with you or your company to start a sales conversation, usually to qualify interest and book a meeting. It's one channel of outbound prospecting, alongside cold email and LinkedIn.
What Is Cold Calling?
In short A rep works from a list of people who match the ideal customer profile, with direct or mobile numbers.
Each call follows a short structure: an opener that asks for a moment of time, a reason for the call tied to a problem the prospect likely has, one or two questions, and a clear ask, usually a 15 to 30 minute meeting. Most calls go to voicemail, so reps plan several attempts per prospect.
Cold calling still earns its place because a live conversation handles objections faster than any written message. It's also regulated, and the rules depend on who you call and where. In the US, the FTC says most calls to businesses are exempt from its Telemarketing Sales Rule, except calls selling nondurable office or cleaning supplies; calls to consumers face Do Not Call and calling-hour rules. In Europe, GDPR and national rules apply.
Cold Calling Example
Example: an SDR has 60 prospects at mid-size logistics companies. Over two weeks the SDR places 180 calls, 3 per prospect. 18 calls reach a person, a 10% connect rate, and 4 of those conversations end in a booked meeting, about 22% of connects.
Cold Calling in Practice
B2B teams rarely run cold calling on its own. A typical outbound sequence mixes calls with emails and LinkedIn touches over two to three weeks, so the prospect has seen a name before the phone rings. SDRs track connect rate (calls that reach a person) and meetings per connect to see whether the list or the script is the problem.
FAQ
Is cold calling legal?
Generally yes for B2B in the US, with limits. The FTC says most calls to businesses are exempt from the Telemarketing Sales Rule, except sales of nondurable office or cleaning supplies, while calls to consumers must respect the Do Not Call Registry and calling hours. Other countries have their own rules.
Is cold calling still effective?
It works best as one channel in a sequence, not on its own. Most attempts go to voicemail, but a call that connects can qualify a prospect and book a meeting in minutes, which email rarely does.
What is the difference between cold calling and warm calling?
A cold call goes to someone with no previous contact with you. A warm call goes to someone who has already engaged, for example by replying to an email, visiting your pricing page or meeting you at an event.
What should you say on a cold call?
State who you are, give a specific reason for calling that relates to their business, ask one or two questions about the problem, and ask for a short meeting. Keep the opener under 30 seconds and let the prospect talk.
Do This in Ken
Do This in Ken
Run a Campaigns sequence over email and LinkedIn to the same list you call, so your calls reach prospects who have already seen your name.
- Module
- Campaigns
- Open in Ken
- /features
The new Ken opens to the waiting list in batches.
Related
Sources
| Source | Checked |
|---|---|
| FTC: Complying with the Telemarketing Sales Rule | |
| FTC: Q&A for Telemarketers and Sellers About DNC Provisions in the TSR | |
| Salesforce: How to Nail Your Next Cold Call |
Changelog
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