Cold calling is not an easy thing. Some hate it, some are afraid of it, some consider it an "outdated method." But it can still work. Especially in B2B.
Yes, it is not always pleasant. Yes, it can be awkward. And yes — there will be rejections. But if you learn to call correctly, without pressure, directly on point — the results will come quickly. Because a live phone conversation is still the shortest path from "we don't know each other" to "let's discuss."
Important: a cold call is not about "pushing a sale." It is about a polite, calm, understandable approach. When you are not "getting into their ears," but giving them a reason to talk. And you know how to back off if it's not the right topic.
In this article:
we will discuss how to prepare for a call and not get flustered,
provide a structure for the conversation and working phrases,
show examples of scripts,
analyze typical mistakes and objections,
and advise on how to combine emails and calls, so it’s not too direct.
What is a cold call and how is it different from a warm call?
A cold call is when you call a person who is not expecting your call, does not know you, and has not asked to be called. They have no application, subscription, or previously expressed interest. And this is the main difficulty: it feels as if you are intruding into their workday without warning.
A warm call is when the person has shown some interest:
they downloaded a guide from the website,
clicked on an email,
left their email on a landing page,
or even asked something earlier.
A warm call is a continuation. A cold call is a start from scratch.
Why do cold calls still work?
Because they are:
quick (you can get an answer in 2 minutes),
targeted (you can adapt to the person in real time),
effective in B2B (many decision-makers are actually easier to reach out to by phone).
But… For it to work, the call must be:
on topic,
with a clear offer,
and without attempts to "sell in 30 seconds."
Great, here’s the next section — preparation for a cold call. Without it, it’s just a lucky call. With it, you almost have a warm contact.
How to prepare for a cold call
A cold call is like a short visit without an invitation. And to avoid appearing strange or intrusive, you need to prepare in advance. Not at the level of "well, I kinda know who I’m calling," but clearly: who, why, and what I will say.
Here’s what you should do before you press the call button:
Find out who you are calling
The minimum information:
Name and position
Company name
Business sector
What they do (in 1-2 sentences)
Where to look:
company website
LinkedIn
Telegram channel / YouTube / VC.ru
CRM, if the contact was previously somewhere
Even one detail ("I saw your article," "I found you through a case study") can really change the conversation in your favor.
Define the goal of the call
You won't be able to sell outright. What alternatives could there be?
Set up a call with a manager
Clarify interest in a solution
Get contact for the right decision-maker
Get agreement for a presentation email
If you don’t know what you want from the call — the interlocutor won’t understand either.
Prepare a brief offer
What do you offer? What benefits?
Formula:
Who you are + how you help + who it can benefit.
Example:
"We automate application management for service companies. We help speed up processing and not lose clients."
This is not a "unique proposal." This is a "clear proposal."
Keep prompts handy
You don’t need to write the script verbatim. But the structure of the call and a couple of phrases for when you freeze — definitely won't hurt. Keep in front of you:
greeting
who you are
why you are calling
formulation of benefits
questions
how to close the call (agree on the next step)
When all this is ready — the call becomes predictable. Not by result, but by feeling. And this is where confidence comes in. And with it — the first normal conversations.
Structure of a cold call: what to say and in what order
A good cold call is not a monologue and not a "read-through script." It’s a short, respectful, clear conversation on the subject. And to avoid getting lost, here’s a simple and effective structure that helps to stay on track.
Greeting
Simple, clear, calm.
"Good day, this is [your name], is it convenient to talk for 30 seconds?"
or
"Alexey, hello! Just a couple of words — and if it’s not the topic, I’ll disconnect immediately."
Why does it work? Because you are not barging in, but respecting their time right away.
Introduction + goal
No formality and reading from paper.
"I’m from [company], we help logistics companies automate work with orders. I wanted to briefly find out — are you already using CRM or still doing it manually?"
Or:
"I’m calling regarding the integration of a service that helps reduce application processing time. I saw you're in a similar niche — I decided to call instead of write."
Important: the goal should be clear to you and the interlocutor. And it shouldn’t be "selling" but the next step: meeting, demo, discussion.
Brief explanation of benefits
No need for two-minute pitches. 1-2 sentences maximum.
"On average, the companies we work with process applications 30% faster — simply because there's less manual work."
Or:
"We recently launched a similar solution at company [X] — managed to halve errors in the warehouse."
Not functionality, but result.
Question / engaging
To ensure the conversation doesn’t turn into a monologue. One simple question — and you’re in a dialogue.
"Do you have anything similar set up already?"
"Who is usually responsible for such matters — IT or procurement?"
"Is this relevant for you or is it not a priority?"
If the person engaged — you've already won.
Handling objections
Yes, there will be objections. That’s normal. The main thing is to not argue, but to confirm, clarify, and redirect.
"Yes, I understand, it’s not an easy topic. Can I clarify — is it about budget or is everything already closed?"
"Okay, I see — it’s not a priority. Then I'll just send a short email — in case it comes in handy later, okay?"
Closing the call
Don’t leave the conversation "in the air." Close it with a clear actionable suggestion:
"Let me send you a short case — and if you’re interested, we can discuss?"
"When is it convenient for you to have a 15-minute call to show a demo?"
"Okay, thanks for listening. If the topic becomes relevant later — I’d be happy to continue."
This scenario is flexible. It can be adapted to your product, niche, and style. The main thing is not to read the script, but to understand why you are calling and where you want to lead the conversation.
Examples of cold call scripts for B2B
Below are 3 working scenarios. This is not "read from cover to cover," but a structural cheat sheet that you can rely on. The main thing is to speak in your own words, without robotic diction. Then they will listen differently.
Script #1 — Selling IT/digital services
To whom: head of marketing department / owner of a small B2B business
Good day! This is Ivan from [your company]. Is it convenient for a minute?
(If yes)
We automate mailing and cold emails for B2B companies.
I saw that you are working in the [niche] segment, and I wanted to clarify — are you using any service for outreach or is it all manual?
(If interest is shown)
— We recently helped [company/industry] increase dialogue conversion by 30% through segmentation and proper sequence setup.
— If you want, I can send a brief case — and then you can decide if you’re interested in discussing. Does that work?
Script #2 — Seeking partnership or collaboration
To whom: owner of a channel, blog, media or small business
Maria, good day! I'm Nikolai, I’ll be brief — I won’t take much of your time.
We are creating a service for HR specialists, and I noticed your Telegram channel — a very engaged audience, great presentation.
I wanted to propose a collaboration: we create content, share reach, and pay for placement. Would it be interesting to discuss the format?
(If yes)
Great! Then I’ll send a couple of ideas + case to your email or Telegram. Where is more convenient?
Script #3 — Research and soft entry
To whom: commercial director / development director
— Andrey, good day. This is Daria from [company]. I’m conducting a small research on lead management systems in B2B.
Can I ask one question: how do you currently handle initial contact with clients? Through the website, calls, email?
(If they respond — you can proceed further into the funnel)
— Thank you! We help automate this stage — without spam, with personalized emails. If you want — I can show how it’s solved for similar companies.
These scripts are a point of entry. After that, it goes as the conversation flows. Sometimes they’ll engage from the first phrase, sometimes they’ll reject, sometimes they’ll say "write to me, let’s see." That's all normal. The main thing is to call regularly and accumulate experience.
Common objections during cold calls and how to handle them
Heard "we don’t need it" — and you want to hang up right away? Don’t rush. An objection is not a rejection. It’s just an automatic defense against an unknown call. The person is not saying "no," they are saying: "I don’t understand who you are, what you want, and why I need this." Here’s how to respond — without pressure and without scripted tension.
"We’re not interested" / "We don’t use anything"
What NOT to say:
"Are you sure?"
"How can it be uninteresting if…"
What’s BETTER:
"I understand, you were not expecting a call — I’ll quickly explain the essence, and if it doesn’t fit — I’ll disconnect right away, okay?"
Or:
"Okay, can you tell me — is the reason that everything is already resolved, or is it just not the topic right now?"
Why it works: you relieve pressure, show respect, and gently clarify.
"We are already working with others"
Bad:
"But our product is better!"
"How much do you pay? We are cheaper!"
Good:
"I understand. I’m not claiming to replace — I just wanted to show how other companies solve similar tasks. Maybe it will be useful as an alternative or for the future."
This phrase reduces hostility. You’re not attacking — you’re offering a choice.
"Send it to my email"
What NOT to do:
"Okay, I’ll send it" — and then wait for a reply.
What’s BETTER:
"Of course, I’ll send it. Just to avoid sending nonsense — can you suggest what might be relevant for you: [option 1] or [option 2]?"
You clarify the interest and filter those who are really ready to continue.
"I’m busy right now"
"No problem, I understand. When is it better to call back — closer to the evening, tomorrow, at another time?"
Or:
"Okay, I won’t distract you. I’ll send a short case to your email, and after that — as it suits you."
Important: do not cling, but adapt. Often just calling back is enough for the person to be in a different mood.
"I do not know who is responsible for this in our company"
"Could you possibly suggest who might be in the loop — from IT, sales, or procurement? I don’t know anyone in your company, I’m trying to find a contact regarding application automation."
Why this is okay: you’re not pushing — you’re honestly asking for help navigating the company.
The main rule: do not argue. Do not push. Do not "convince." Just gently clarify the reason — and if the contact is not warm, politely finish. A good impression may return to you in a month. Or two. But it will return.
How to increase conversion: cold calls + cold emails
If you only make calls — you miss part of the contacts. If you only send emails — you lose live feedback. But if you combine them — you get that "I've heard something, let’s talk."
First an email — then a call
The most effective scheme. First, you send a short, personalized email — without a "sale," just straightforward. After 1-2 days you call and refer to the email:
"Alexey, good day. I wrote to you a couple of days ago regarding CRM for logistics — I wanted to check if you got a chance to look at the email?"
In this case, the call is not entirely cold. You have:
a reason,
a name,
context,
and much less barrier to entry.
Even if the email wasn't read — you sound adequate.
Call — then an email
If you called first, and the person said: "send me something to email" — this is your chance to solidify the contact.
The main thing is to send the email right away (within 10-15 minutes), while they still remember you.
In the email:
remind them what was discussed,
attach a case or info,
define the next step.
"Alexey, good day. As I mentioned on the phone, I’m sending you a brief case regarding CRM in logistics. If you’re interested — we can discuss how this could fit your process."
Scenario for linking call + email + follow-up
Email 1: short, straight to the point, with an offer
Call in 1-2 days: "I wrote — wanted to check"
Email 2 (follow-up): if no reply after the call
Final call or email: politely close it: "Okay, if it’s not relevant — I won’t disturb"
This scenario gives more chances than any single activity. Because the person sees that you are persistent but not pushy, and the contact is built more gently.
How to automate this
In Coldy you can:
draft emails with rotating phrases and variables,
set intervals and triggers for follow-ups,
see who opened the email, who clicked, who ignored.
integrate the mailing service with your CRM.
This is convenient: you don’t keep everything in your head, but work through the funnel.
The result: emails + calls are not "duplication," but enhancement. Especially in B2B, where one lead can cost tens of thousands, and the path to a deal can be long.
Cold calls: frequently asked questions
How many calls per day is normal?
If you're working manually, without auto-dialers and bots — 30 to 70 calls a day is realistic. How many conversations will that lead to? About 10-15. And if 2-3 of those turn into dialogues — that’s excellent.
Important: do not chase quantity, but build a rhythm.
When is the best time to call: in the morning, during the day, in the evening?
Optimally:
from 10:00 to 12:00 — people are already at work, but not overwhelmed yet,
from 15:00 to 17:30 — the "second window," when calls and decisions are made.
Do not call:
from 9 to 10 — just starting their day,
from 13 to 14 — lunchtime,
after 18 — this is annoying (especially in B2B).
What percentage of success is considered normal?
This greatly depends on the database being dialed. If the database is good, the statistics are as follows:
Response to a call — 20-30%
Willingness to converse — 10-15%
Transition to dialogue / agreement — 3-7%
Each "let's discuss" is already a victory. Don’t set your sights on 100% success — it’s a process.
What to do if I’m afraid to call?
That’s normal. Most people are afraid. Just allow yourself to be awkward at first. A hesitant call is better than no call at all. After 10-20 attempts, the fear fades.
Tips:
start with companies where it’s not scary to "burn"
practice the script out loud
set a goal for yourself: not a result, but a number of calls
record your calls (if possible) and listen to how you sound
Should I leave a voicemail if I don’t get an answer?
In B2B — most often no, than yes. People don’t listen to voicemails from unknown numbers.
Better — send an email after the missed call:
"I tried to reach you to discuss [topic]. I’ll briefly explain here — if it’s interesting, we’ll connect."
How not to sound like a salesperson?
Speak not like reading from a script but like a person.
Do not read, but communicate.
Use lively phrases: "I wanted to clarify," "a couple of words," "may I say briefly."
And always offer a choice: "if now it’s inconvenient — later," "if the topic is not relevant — I won't insist."
Ready to call — let us help you do it wisely
Cold calls are not about "intruding." It's about calmly, on point, and timely reaching out. And if you combine calls with emails — the results will be significantly higher.
For everything to work:
emails must get through and be opened,
calls should follow a warm trail,
the database should be alive and valid,
chains should be thought out in advance.
This is exactly what we help with at Coldy. After registration, you will receive a free consultation:
we'll help set up the first "email → call" sequence,
we'll analyze a case specific to your niche,
we'll advise on how to build outreach in B2B without spam and burnout.
Register — and start calling not blindly, but systematically.
