Cold call is one of the common techniques that are still being adopted in the digital world. In COVID-19, cold calls aimed at setting appointments are no longer sufficient, and closing is now required in a single communication.

As with all sales, the point is to convince the customer that there is some value in continuing the relationship with the salesperson. However, since you need to establish such a relationship in a limited amount of time and with only your voice, there is a certain amount of trickery involved in the cold call process.

This article is divided into two sections, "Prep" and "Cold call tips," to introduce the knowledge you need to keep in mind when selling over the phone.


What causes a cold callperson to refuse a sales call in the first place? Although it varies from company to company and from person to person, the main reasons why a receptionist refuses a sales call are.

  • They are instructed by their supervisor or representative to refuse cold call calls.
  • Not a good sales impression
  • Don't get the point of the sales story
  • Already using the same type of goods and services
  • Don't know who to attach it to

The most common of these reasons is the top one: "I've been instructed to decline sales calls. Companies receive dozens of sales calls every day, and there's no end to the amount of time they have to listen to everything. That's why many of the representatives and reps give such instructions. Therefore, it is not uncommon for the receptionist to reject sales calls or calls whose content is not clear to the receptionist, without getting confirmation from the person in charge, at his or her discretion.

So how do you get past a sales caller? In other words, create a situation where the receptionist has to haunt the call. In other words, if you can convince the caller that the call is not a "sales call," but a call that has a deep relationship with your company, the caller will be picked up by a key person, such as the person in charge or a representative. In other words, the technique of telemarketing is "not letting the receptionist know it's a sales call".

The Goal Of Call

The goal in cold call is either an appointment or an order. In order to get closer to that goal, we must first understand the basic flow of the sales process. The main steps in cold call are as follows

  • Greetings and introductions
  • Have someone in charge connect you
  • Merchandise Description
  • Needs Identification
  • Appointments (contracts and closings)

Customers ask, "What makes you different from your competitors? or when the person in charge is not available, the flow has to be changed. To avoid getting lost in the middle of the process and getting lost in what to say, you should know the main flows.


The most important thing to do in advance is to research the company you are calling. In some cases, the companies to call are already listed in your company. However, that list alone may be insufficient in some cases, so do your research well in advance. At a minimum, keep the following items in mind.

  • Company name
  • Company Size
  • Business (Products)
  • Contact person/keyman

In some cases, you need to dig deeper into the information about the "product" and "the person in charge/key person". In some cases, you need to dig deep into the information about the product or the person in charge or key personnel, but the important thing in cold call is the balance between "preparation" and "talk". For example, you can spend several hours researching a company, but if they tell you on the phone that it's not necessary, that's the end of the story.

Therefore, it's also important to limit the volume of information in advance. An efficient way to do this is to measure the time spent. Data on the balance of time spent on the "prep" and "talk" that leads to a contract will give you an idea of how much time you're spending.


If you're a first-time salesperson, have a specific script of the call as a text. When someone actually asks you, "So, tell me what your service is," can you explain it immediately? If the other person thinks you're saying the same thing over and over again or that you don't seem confident, you'll ruin your chances.

When creating the script, it was important to keep in mind the purpose of each situation. For example, there are cases in which the receptionist and the person in charge are each given an explanation of a product or service.

However, in the case of the former, the purpose is different, such as "to explain the background of the call," and in the latter, "to explain the product or service. Rather than trying to figure out these different objectives in your mind, it's easier to communicate with the person you're speaking to by following a prepared script.


Although it is similar to a script, it is also essential to have a FAQ in place. For salespeople, being able to handle questions from customers is the most important skill of all. Incidentally, if the questions don't arise, it means that the customer has little interest in the service.

Before calling, put yourself in the customer's shoes and list the questions about the service. It may also be a good idea to ask other salespeople to share their FAQs with you. Using the questions and answers you've compiled, you should be able to address some of the questions.

In some cases, you may also receive objections to your services from your customers. As with the questions and answers, it's a good idea to write down how to handle each objection here as well.

Cold Call Tips

Don’t Talk A Lot With Receptionist

Do not make any unnecessary appeals or suggestions to the receptionist. At that point, the receptionist will know you're a salesperson, so keep the information you provide to a minimum: "Are you there, Mr. XX? And so on. When they ask you what you want, you can also say, "Can you tell them it's about XX? and phrases that are not immediately identifiable as sales are useful.

Find out who's in the company beforehand so you can name them.

Use Jargon

One of the techniques to break through to the receptionist is to use jargon and words that the receptionist can't judge at their own discretion, but if you use too much of it, they might think that you don't understand the relationship between them and your company, so you should adjust it little by little.

One-click Video Chat

When remoteness begins, it is generally difficult to get through to the office when calling. Because of this, the effectiveness of phone calls is declining and we are entering a phase where we need to find new ways to reach people.

This is where Remotehour comes in. Share the link and your customers can connect with you in one click. With all the attention being paid to pull sales instead of push, it will surely help you too.