Should You Give Up On Cold Calling As A Small Business Marketing Tool
- Arnold Shields
- Sep 10, 2009
- 3 min read
Updated: Jun 24
by Charlie Cook ©2007 In Mind Communications, LLC, all rights reserved.
Cold Calling Isn’t Dead, But the Old Way of Doing It Is
Thinking of dropping cold calling from your marketing strategy? You're not alone. Many small business owners and professionals shy away from it, and for good reason.
Most people are not natural cold callers
Cold calls often come off as intrusive and annoying
Conversion rates are low – typically around 2%
Compared to 20% conversion from qualified leads and 50% from referrals, cold calling seems like a losing game.
But here’s the truth: cold calling still works, if done right.
Why Cold Calling Has a Bad Name
We live in a world overloaded with marketing messages. Every day we’re bombarded by ads, emails, and interruptions. The ones we resent most are the ones we never asked for, and cold calls fall into that category.
When you call someone out of the blue and launch straight into a pitch, they feel cornered. No one wants to be sold to without consent.
The Key? Get Permission First
Before diving into your pitch, pause and ask for permission.
Just like you wouldn’t show up at a prospect’s office uninvited, don’t assume you can own their time on the phone. Start by:
Introducing yourself
Asking if they have a moment to talk
Respecting their time and availability
This simple step transforms an intrusive interruption into a respectful, professional conversation.
Prepare Before You Call
Cold calling fails when you pick up the phone without a plan. Before you dial:
Research your prospects
Look up the company and person
Identify their industry pain points
Reference recent news or initiatives
Send something in advance
A helpful email
A value-packed letter or postcard
Use your website to collect info
Include forms that capture key pain points or challenges
Use this to frame your calls with context and purpose
Know your value
Survey your existing clients: Why do they work with you?
Refine your messaging around what actually matters to your audience
Don’t Sell, Solve
Your first objective on a call is not to sell.
It’s to build rapport and find out what the prospect actually needs. This might take a couple of conversations. When you show a genuine interest in their problems, they’ll be far more open to your solutions.
A Simple, Effective Cold Call Framework
Introduce yourself
“Hi, I’m [Name] from [Company]. Do you have a moment?”
Get permission to continue
If not, arrange a time to call back.
State the benefit
“We help [industry] businesses like yours [benefit statement].”
Ask if you can ask a few questions
Find out what’s working, what’s not, and what they wish they could fix.
Confirm the problem
Summarise what you’ve heard. “So if we could help you fix [problem], would it be worth setting up a time to talk more?”
Book the next step
Lock in a follow-up call or meeting while the interest is fresh.
Cold Calling Doesn’t Have to Feel Cold
You don’t need to be pushy or slick, you just need to be relevant, respectful and prepared.
Done properly, cold calling is still one of the most personal, direct and cost-effective ways to start a business relationship. And yes, it can even be enjoyable.
Need help refining your pitch or lead strategy?
At Dolman Bateman, we help business owners grow their pipeline through clear, honest, and effective client communication. Contact us today for practical advice tailored to your business.
Disclaimer:
The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.
