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B2B Cold Calling: 20 Tips for 2024

The B2B cold call is still hot in 2024. Savvy sales leaders are paying attention. They are upping their cold-calling game and preparing to start the year strong. 

In this blog, you’ll find 20 of our best cold-calling tips for 2024. You’ll also find four mistakes to avoid. This will help you stay ahead of your competition. It will also help you serve more customers and grow your business.

Does cold calling work for B2B businesses? 

Yes! We work with thousands of sales professionals and companies across the globe. We’ve seen cold-calling strategies work time and time again. There’s no way to replace human-to-human connections when starting the B2B sales process. If your business scenario looks bleak regarding cold calling, there’s more of the market for you to capture. Check out our blog on key cold-calling statistics for 2024. Learn how cold-calling best practices and cold emailing can improve your sales strategy.

1. Know your product.

Every sales representative’s initial and ongoing sales training should include extensive education in the product they are selling. They should understand the product’s features and the key benefits that make buyers say, “This is for me!” Don’t start cold calls if you lack the product expertise to back up your pitch!


2. Pre-process rejection.

During cold-calling, you’ll encounter unsuccessful calls. You’ll get hung up on and be rejected. Set your expectations according to reality before your next round of cold calls. Even the best cold-callers face rejection. The difference is that they have processed the impact of that rejection beforehand.


3. Build resilience. 

Want to develop a positive attitude in sales? Then practice and repetition are your friends! The only way to build resilience is to keep showing up. You need to cold-call and push through disappointments. Cold-calling resilience is something inside salespeople are exceptionally skilled at.


4. Practice your pitch. 

Cold calling scripts can be helpful to get you started, but you don’t want to sound like a reading robot on the phone. Practice your pitch so that you are familiar enough to adapt it to each prospect for optimal results. Making that successful call is all about how well you connect the pitch to the customer’s needs.


5. Consider this the beginning of a customer relationship.

How you initiate a cold call reflects the potential of a future customer base. If you’re pushy and rush the prospect, their initial impression is not likely to lead to a first meeting. These high-pressure sales can lead to negative responses. For example, regret, frustration, and undermining of the customer success story. Aim to create a positive response by building rapport and trust.


6. Take your prospect’s emotional temperature.

When you make that first call, read your prospects’ verbal cues to see how they feel. The problem you can help them with may or may not be top of mind for them. Tapping into some empathy can help you connect. It can also help you decide if scheduling a follow-up call would be more appropriate.


7. Stay flexible. 

When making B2B cold calls, don’t stick to a script or formula too rigidly. Remain flexible and remember to use multiple approaches. Each prospective client is unique. When you can accommodate their needs early on, they will feel more comfortable with you. They will also feel more understood, setting the stage for future calls. 


8. Respect the prospect.

Reflect back to your prospect what they share with you. If you speak over them, ignore hesitation in their voice, or carry on with your strategy without fully honoring what they’re sharing — you aren’t likely to see success in your cold-calling efforts. 


9. Be cordial.

Even if someone seems annoyed about getting a cold sales call, you can invite them into a genuine conversation. Use the right tone. It is your job to ensure that prospects get the solutions they need. 


10. Actively Listen.

Assuming you have adequately qualified your prospects, the person you are on the phone with has the exact problem you can solve. Actively listening will reveal the nuances of how you can help your prospect. Personalized selling on a cold call improves your chances of closing the sale. Success in closing the sale depends on the conversation’s quality, not the amount of talk time.


11. Connect human-to-human. 

No one wants to feel like just a number! Take a moment on your cold call to connect with your prospect. No need to waste time on small talk. Just remember you’re talking to another human. They have their own interests and decision-making processes. 


12. Focus on your prospect’s pain points. 

Great B2B cold calls start with affirming that your prospect is in the market for your solution. The key is doing this subtly by using curiosity. Find out what really matters to your prospect. If their goals align with your solution, you’re on your way to adding them to your customer base.


13. Wait to reveal your price.

Price should not be the primary deciding factor for your prospect. On a cold call, your goal should be fully understanding if your solution is right for your prospect. Then and only then should you discuss your straight price.


14. Be prepared for the prospect’s objections. 

Similar to preparing for rejection, you need to prepare for objections. If you’re new to cold calling, ask team members what objections they face most and how they handle them. Then, keep your notes updated. Note down new objections you hear and the most effective responses. 


15. Don’t take a no personally.

Become emotionally detached from your B2B cold-calling efforts. You’ll find that hearing a ‘no’ isn’t so difficult anymore. You’ll see each ‘no’ as one step closer to your next ‘yes.’ 


16. Evaluate every call.

After every cold call, take a few minutes to note what you think went well, what didn’t go well, what worked, and what didn’t. Taking real-time notes on your performance will consistently strengthen your cold-calling game. Self-reflecting on how to improve will also help.


17. Track your call metrics. 

To win sales and grow your sales success, you need to track your goals and critical sales metrics. Understanding your call volume is vital for improving your conversion rates. Knowing these numbers provides insights into the effectiveness of your cold-calling efforts. It also helps in refining your strategies for different target markets.


18. Assess your cold-call strategy quarterly.

Over the course of a year, your industry, the economy, and general customer needs may change. Combine your observations of these changes with your notes. You are starting an overhauled cold-calling strategy. This is the best way to stay ahead of the competition. 


19. Go all-in on follow-up calls.

Follow-ups are essential if you want to win at B2B cold calling. 48% of salespeople never even make a single follow-up attempt, yet 80% of sales require five follow-up calls. They allow you to reconnect with prospects, and address any objections. That means there’s money on the table. If you’re willing to do more cold calls than your competitors or colleagues, you’ll inevitably close more sales and have higher success rates.


20. Consider warm-calling.

Warm-calling is a type of cold-calling. It happens after you have made prior contact with a prospect. It could be prior contact through social media or conferences. It could also be another form of networking. By leveraging previous positive interactions, you can increase the chance of turning a prospect into a new client.

Mistakes to Avoid in Cold Calling

Mistake 1. Not Making Enough Calls

Cold calling is largely a numbers game. If you’re simply not making enough of them, you can’t win it! Look for ways to increase your volume to increase your conversions. Don’t let call reluctance get in the way. Instead, dial up your efforts to maximize your chance at a successful call.

Mistake 2. Spending Too Much Time on Admin and Research 

While understanding your prospects is important, excessive admin and research can be counterproductive. Balance is key; use thorough research to be prepared, but don’t let it become an excuse to make fewer calls. Remember, each discovery call is a chance to learn more about your prospect’s needs. Tailor your pitch accordingly.

Mistake 3. Letting Email Take Over 

Email should not replace B2B cold calling. This is especially true in industries where a high-touch approach is necessary to sell. Use emails in conjunction with cold calling. Emails are great for following up. They also communicate pertinent information discussed on cold calls. 

Mistake 4. Failing to Overcome Objections

Most objections are rooted in your prospect’s doubts, fears, or misunderstandings. Learn to look beyond the surface of objections. Get curious. Objections are not roadblocks but opportunities to delve deeper into your prospect’s concerns. Equip yourself with essential tips and effective strategies to address these objections. Reflect on your understanding of the competitive landscape. Consider the specific industry you’re addressing. 

Keep tabs on your team’s sales performance, metrics, and B2B cold call efforts. Download our Sales Performance Management Guide here!