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Four of the Best Books for Cold Calling

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This last Friday, right after my lunch, I received a call many of our readers have already received. The call came in the following way:

– Hello, could I speak to Mr. Jacob?
– Yes, this is me.
– I am Mark from Y Real Estate. Are you thinking about buying a property?
– No. I’m not.- Got it. Thank you.

Most of you have noticed that this is a cold calling. We must keep in mind what are the best ways to be successful with cold calls. The approach taken by this company motivated me to write this article.

Master the art of cold calling with these must-read books

Before the indications of best books for cold calling to improve your skills, knowledge, and performance in cold calling, it is necessary to understand them. Cold calling is a sales technique where the salesperson makes a phone call to people who have yet to show interest in the product or service they are offering. In other words, the salesperson immediately starts calling the customer to arouse interest in the company’s services and products. 

This technique allows immediate responses to be obtained from your customer, thus collecting strategic data for improvement in future approaches.

Telemarketing and Cold Calling, Differences

It is necessary to understand the differences between cold calling and Telemarketing. After all, aren’t they the same thing? No! There are several differences; let’s see:

  • Cold Calls are used for prospecting and qualifying contacts, not just making sales;
  • Cold Calling demands more specialized salespeople who can argue and conduct the call strategically, which is practically non-existent in Telemarketing;
  • In Telemarketing, the more contacts approached, the better. On the other hand, in cold calling, there are several performance markers, such as the potential reaction of your customer.

1. Smart Calling by Art Sobczak

In this book, Art Sobczak teaches us how to turn cold calls into warm ones, with a practical guide on approaching and executing your cold calls flawlessly. There are seven Smart Calling Key Ideas in this book, and we must put them into practice to get to the next level.

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1. Master Cold Calling by Making Your Calls Bright by Planning Well and Avoiding Common Mistakes

Unfortunately, Cold Calls do not have a good reputation. They can remind you of useless offers, sales reps trying to manipulate your potential customers, and boring conversations. And this is due to possible classic mistakes made without even knowing it.

First of all, call people by their first names, do not call them by nicknames. It is recommended that you refrain from introducing what you are offering directly. Try to make them curious about what you have to say; this will create interest.

Offer to help with something. Talking about yourself and your company at the beginning can make a good impression. Be specific about what you can help with; they may lose interest if you ramble on too much.

Here is an example of a bad call: “Hello Jacob, this is George Barkley with Gold Insurance, a provider of health insurance products. I want to take 20 minutes to offer you a deal.”

This is a clear example of how not to start a cold call. It is tedious, empty, and impersonal. And it would be best if you avoided clichés, such as: “I would like to introduce my company.” Phrases like that will never captivate your potential customer.

2. Plan Your Calls in Advance, Work on Empathy, and Always Try to Help Your Potential Customer

Besides planning well before you make a call, you need to honestly know what you are looking for. In this planning, aim to be as empathetic as possible.

Ask yourself the following questions: What is this person’s routine? What do they need? How can your proposal help them?

For example, if you sell a SmartPhone, be clear about its specifications. Be direct about where it is assembled and its crucial technical details that are essential to your customer from the start of the call.

On the other hand, if you are talking to a high-level executive, you need to take the opposite approach. Executives don’t care so much about details. They need to know the benefits of your product or service in the long run. They need to know your price, your reliability as a seller, and your backup plan in case their SmartPhones have unexpected problems.

3. Research Your Prospect Before Cold Calling and Be Sensitive to Their Needs

You need to know what kind of socio-cultural background your target is from. Remember that the voices at the other end of the line are human. It would be best if you were sensitive. Research whether there are economic downturns, technological innovations, or significant political changes. Before making any calls, learn about your customer or company as much as possible.

The company’s own websites may present valuable information about something meaningful. But if the company’s website needs to show relevant information, try searching online research sites for recent and essential company news.

Google Street View is an excellent ally of yours. Through this great tool, you can learn a bit about the location of your potential customer’s office, especially if it is someone like a CEO. With this research, you can set the right tone for the call. If he works in a skyscraper in a financial center, be as formal and professional as possible. And on the other hand, if the work area is ordinary and simple, be more informal and relaxed.

4. Social Media and Digital Research Tools to Learn About Your Prospect

Before you make your call, do some thorough research on your prospect. Research tools like InsideView, gather basic contact information like email, Phone number, and social media accounts. It even notifies you of critical social media news about the company you are researching.

5. Smart Calling Is about Having Clear Goals and a Backup Plan

Before you pick up the phone, have explicit goals. Your goals should be big, but remember that they need to be achieved. Please write down your goals before you pick up any phone to make a cold call. Feel free to go deep into conversation with your prospect. Ask for specific information. That way, you will get valuable information.

Keep in mind that even with planning, things can go wrong. And it is at the moment when things go differently than you expected in your call that you need to appeal to secondary objectives. This will be your backup goal. This backup goal can be, for example, to be very cordial and to leave a great image of yourself for your potential customer.

6. Use Unconventional Tactics to Surprise Your Prospect

Surprising your potential customer with uncommon strategies is, besides surprising, a great innovation that can captivate them. For example, calling your contact at an unusual time may seem strange. However, he may see you as a braver salesperson than the others.

Commemorative dates such as Christmas and New Year’s Eve, for example, are dates when people are likely to spend more money. In this way, what is stopping you from trying cold calling on these days?

Nowadays, real-life demonstrations are becoming increasingly scarce in the age of technology. Sending your customer a gift or present can make you stand out. Consider extending an invitation to a dinner party or a night out. This is sure to be seen in a good light and get a lot of attention from your potential customer.

Don’t be robotic; show good humor in conversations and actions. Most people are absolutely accustomed to receiving calls from people who repeat the exact phrases with the same tone and without any trace of humor or similar. Stand out, be humorous, and don’t cling to destructive thoughts or unwanted outcomes of your daily life.

7. Treat Attendees With Respect

It’s common for you to do extensive research on your client, aim for clear goals, and have a backup plan. But when you make the call, it is an assistant who answers.

Strive to develop a good relationship with any assistants you contact. In this situation, it is essential to be patient and polite. Remember to listen carefully, don’t interrupt, and answer what is asked. Don’t show anger or frustration.

Assistants or gatekeepers are not barriers to you achieving your goal. They are, in fact, great business contacts. Just remember that they are also human.

Art Sobczak gives an example of a sales representative who is very special to him: his wife. She makes about 90 percent of the office purchases. However, because she is not the company’s CEO, many sales reps ignore her. The company’s CEO is the only one above her in the company’s hierarchy. Imagine that you are doing a cold calling, and she answers it. You have to treat her very well and make friends with her.

Learn how to search on social networks such as Facebook, Twitter, and Instagram. On these networks, companies demonstrate what their organization is like more straightforwardly than on websites. Some companies release exclusive materials and short documentaries that can be very useful. And it’s essential to remember YouTube.

Using tools like these above is fundamental; after all, we live in the age of technology. These tools will make a lot of difference in your research, so use them often.

2. The Ultimate Guide to Cold Calling by Mike Weinberg

Increase your sales: the secrets to successful cold calls

According to the author of this great book, being active in your sales is paramount. And one of the best ways to be involved in this business world is through Cold Calling.

You may even be afraid to make calls. It may even sound scary. In fact, cold calling takes work. However, the author teaches us several strategies to be great at it.

Cold Calling Script


You can only sound like a robot aiming for quantity and quality. After all, you don’t want to be like your competition. Cold Calling scripts are handy if used correctly. Below, we will learn a little more about its unique guide to making a good script for your cold calling.

Differentiate Yourself, Grab Attention


Aim to end all your calls with another call to discuss details, proposals, or even a meeting. Remember, if the potential customer hangs up without you having done one of those options, you may be back to square one.

Be transparent and objective; look at some examples:

– Let’s talk again, okay?
– Will you be available next week?
– When is a good day to schedule the following conversation?

Start Your Call the Right Way


One of the most essential things in cold calling is how you introduce the call. You want to capture the attention and interest of your potential customer in the first 30 seconds, that what you have to say is worth listening to.

Never call blind, do a Google search of each potential customer before you call them, so you will understand how your products can help them. This way, you will show the person on the other end of the phone that you are confident and prepared to talk to them.

Demonstrate Leadership


This tip is more about how you look at yourself. You need to denote that cold calling is not just about the product you are presenting but about how you engage your prospect. Be prepared with broad questions, pay attention to the answers, and be confident in what you say.

Trust is a point that you need to work on. You need to demonstrate to your potential customer that your product will help him solve his problems. It is necessary to remember that he has no reason to trust you yet. In this sense, please show them your product or service’s benefits and how they have problem-solving value.

Show Them You’re Interested in Solving Problems


At this point in the article, it is noticeable that the need to solve problems through your products and services for your potential customer is a goal.

Therefore, avoid saying unnecessary things and get to the point of your objective. This will show respect for your potential customer. If you need a lot more time for conversation, build that trust over the long term. When your prospect observes you trying to help him, he may agree to schedule a meeting with you.

Accept Rejection and Try to Improve


Rejection is a notorious fact for all those who do cold calling. According to the State of Conversation Intelligence, cold calling lasts an average of 80 seconds. Approximately 10% of cold calls last about 2 minutes or more.

There are some tips you can adopt to overcome this fear of rejection. The moment your potential client rejects your call, say: 

“Thank you for your honesty. The hardest part of my job is not knowing if we can help our customers. Would you please tell us why you think we can’t help you?.” 

Practice that trust, and be sincere in your speech.

Practice is the ally of trust. See rejection as an opportunity for you to practice more and improve. The more confident you are in your connection, the more quality it will have. You will become an effective cold caller by becoming a more confident person.

The Benefit of Using Voicemails

Possibly 9 out of 10 cold calls will result in a voicemail. Therefore, you must know how to use this feature. Here is a simple note on how you can make an effective voicemail:

“Name of your potential client; I have been thinking about your company and will share some ideas over voicemail to solve some of your company’s problems. Early next week, I will call back to hear your feedback regarding the ideas I have shared with you. I would really like to hear and analyze your response.”

Make a few things a priority when leaving any voicemail during cold callings, such as:

  • Do not exceed 20 seconds in your voicemail;
  • Inform your name and personal information last;
  • Guide the voicemail calmly, don’t try to sell your product or service right away;
  • Be friendly and upbeat in your tone of voice; this can help a lot.

In this great work, we observe several tips on how to improve your strategies in cold calling. With some practice, you can considerably change your calls and even meetings with potential customers.

3. Difficult Conversations: How to Discuss What Matters Most by Douglas Stone, Bruce Patton, and Sheila Heen

Convert potential customers into loyal fans with our strategies

What defines difficult conversation is anything that you find difficult to talk about. In the authors’ view, by avoiding talking about something, we make things harder every day. You will face difficult conversations at work, at home, or with friends in any of these environments. Ask yourself: do we avoid them, or do we meet them? In this book, the authors teach us how to understand and conduct difficult conversations. The authors of this book demonstrate vast knowledge by showing the reader several techniques for achieving success in any difficult conversation, including cold calls.

Difficult conversations can be about a variety of topics. Usually, they are about things someone does not want to talk about, such as asking for a raise or complaining to the neighbor about excessive noise, for example. The consequences of having such a conversation are what are usually frightening.

The feelings and thoughts are very present, while speech is usually limited.

What Happened?

When people look at a mistake made, their first mistake is to think that their view of what should be correct is unique and exclusive. It should be noted that there are several interpretations of the same fact. For a successful conversation about “what happened” to occur, the authors point out the “and stance.” That is, one must recognize both your and different points of view.

Second, it’s about the intent of the parties. It is presumptuous to think you know the other party’s genuine intention. Be very careful; this can fail, and badly. These assumptions are usually part of our feelings; if you are angry, for example, you tend to treat another person inappropriately. Keep an open mind to think about your interpretations and those of the other person. Try reversing roles and adopting a neutral perspective so that you can help a complete guide to how to contribute to what happened.


Difficult conversations only exist because feelings are involved with them. It is common for people to completely ignore their emotions and the other person’s feelings, thus creating unnecessary conflict. The resolution to this problem is for the parties to acknowledge their feelings and clarify them clearly, so they can negotiate calmly.

An important point to be aware of is the need to blame the other. This need arises from unexpressed emotions. It is first necessary to recognize that these feelings are a vital part of the situation, regardless of their rationality. Sharing between the parties about their feelings is critical. To be effective, the parties must acknowledge each other’s feelings.

Unwanted Conflict

There are situations in which it is better to let go. Some conflicts have some emotional explanation from the other, like an identity crisis, for example. Try not to argue but instead amicably approach the situation, seeking a common goal.

The authors recognize that, in some situations, you can let go even if you do your best. The other person also has limitations, and there is a certain point when the conflicted person may not give in to any treatment. But make it clear that you recognize the problems and are willing to help them.

Learning Conversations

One of the points mentioned by the authors is that most conversations fail because people start the conversation from their own perspective, judging the other, thereby pushing a defensive response. It is essential to start the conversation from an observer’s perspective, describing the differences in opinions.

It is advisable not to put feelings and points of view as more genuine or important than anyone else’s. Experiences, information, and reasoning are indispensable in reporting your point of view. Always try to help the other person understand you as smoothly as possible by asking if the other person has a different point of view. In this sense, you will learn in every conversation. Helping in any area of your life, including Cold Callings.

4. How to Crush It, Kill It, and Master Cold Calling Now! By S. Anthony Iannarino

Maximize your sales potential: the art of cold calling

This book is strongly recommended if you start in the cold-calling scene. The author has extensive experience in selling and will help you improve your prosperity techniques.

Why Sales People Don’t Like Cold Calling

In this provocative chapter, Iannarino mentions that there are salespeople and professional salespeople. Generally, salespeople are afraid of rejection and do not like Cold Calling. There are three reasons for this:

  1. Lack of preparation;
  2. Lack of ability to differentiate themselves;
  3. Inability to create value for your prospects and customers.

Lack of preparation: no one wants to work without the tools and training necessary to succeed. Your confidence is achieved with the tools, technology, and movement. And, as you might imagine, self-confidence is ruined in the absence of these requirements. Cold Calling. Has some key factors, such as:

  1. Do you have any Script?
  2. Do you have a Script for rejections?
  3. Are you proud of the Script you use?
  4. Does your Script make you sound professional to your client, with clear objectives? Or does it make you sound like a credit card company?

Lack of ability to differentiate: Professional salespeople must differentiate themselves in a competitive market with many people. Authenticity is essential for achieving this goal, together with trust, which gives your potential customer a sense of security. The reality is that this is a challenging task, even more so when it comes to cold calling. However, there are many strategies and tricks to stand out.

Inability to create value for your prospects and customers: the authors point out that if a cold calling does not add options to your chances, it is not worth doing. Telemarketing is hostile to customers because it does not aim to create value for them or your prospects. In addition to deals and numbers, you must provide possibilities with perspectives on how to solve long-term problems.

The factors mentioned above culminate in poor results and generate Call Reluctance. And consequently, these harmful results lead to less activity. Apply these three factors above to make cold calls valuable to your prospects.

Best Books For Cold Calling: Final Thoughts

Discover the classics: the best books ever written

By the end of this article, we have reached several conclusions: Cold Calls are not just about automated calls to sell products or services. Cold Calls are about serving your potential customer in the best possible way, adding value in the present and future. It would be best if you genuinely offered problem-solving so that value is added for you and your team. 

In addition, it is necessary to observe your emotional state and that of your team so that you continually add to your conversations and knowledge. Your Cold Calls will never be the same after reading these great books.