What does Cold calling mean in marketing terminology?

Cold calling

Cold calling is a form of direct marketing in which salespeople contact potential customers over the telephone. It is a technique used to introduce products and services to potential customers, but more importantly, it is used to stimulate interest in those products and services. Many businesses use cold calling as a way to identify potential customers and build relationships with them.

Despite being a very effective marketing strategy, cold calling can be a difficult and often daunting task. Before a business can begin cold calling, there are a few important guidelines and best practices that should be followed.

The first step in any cold calling exercise is to create a target list of potential customers. This involves researching and identifying both individuals and companies that might be interested in the products and services that the business has to offer. A possible method of finding potential customers is to use directories, both in print and on the web. After the target list has been created, the salespeople must make sure that they have all the necessary information about them, such as name and contact details.

Once the target list has been created, a script needs to be written that outlines the objectives and key points that the sales people should cover. This script should be tailored to address the individual needs of each potential customer, and should also contain facts and figures that are relevant to what the business is offering.

The next step is to set up an appropriate telephone system. This should include a caller ID, so the caller can identify themselves, as well as a telephone headset, which allows the caller to free up their hands for note taking. It is also important to test the telephone system to make sure that it is working correctly.

It is also important to remember to be professional and polite when conducting cold calling. It is important to ensure that both the caller’s tone and speech conveys an air of professionalism and respect.

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When making cold-calls it is also important to be concise and to the point. This means that the caller should not ramble or get off-topic. The caller should also be prepared to answer any questions that potential customers may have.

When making a cold call, it is important to remember to keep track of the number of calls the sales people are making and the responses they are receiving. This will help them to measure the success of the campaign and identify areas that need to be improved.

In addition to tracking responses, it is also important to keep track of customer’s preferences. This will allow the salespeople to tailor their approach to suites the potential customer’s needs.

Finally, it is also important to remember to follow up on every query or lead that is generated from the cold calling campaign. This could involve sending further information, answering any queries that were not addressed during the initial call, or arranging a meeting.

To sum up, cold calling is a powerful form of direct marketing which if used correctly can help to generate leads and sales for the business. The key is to follow the guidelines set out above and to be professional, polite and well prepared when conducting the calls. However, in order for businesses to make the most of this strategy, it is important to make sure that the target list and script are tailored to address the individual needs of each potential customer.


Dee Blick, Best Selling Author

"If you make an unsolicited call to [people subscribed to the Telephone Preference Service], they are unlikely to be receptive no matter how charming you are."

Best Selling Author