Cold Calling: Tips and Scripts from the #1 Sales Training Expert

Updated: Sep 21, 2021


At some point in your career, you will be required to call someone you don’t know to get something you want.

If you get your phone game on, you will get more confidence, have higher levels of activity, and a bigger bank account.

To get things you desire but don’t yet have, you will have to cold call in life.

A cold call is much different than a warm call. A warm call refers to calling a prospect with whom you’ve had some prior connection between yourself and the prospect.

Warm calls could come from a previous sales call, a referral, a past appointment, an internet lead, someone you met at an event, or a response to an ad.

Meanwhile, a hot prospect has called you and raised his hand, “I want the product, when can we schedule a time to show it to my people?”


The cold call is the solicitation of business from potential customers who were not anticipating such an interaction.

Cold calling is a technique where a salesperson, technician or service person contacts individuals or businesses who have not previously expressed an interest in the product or services being offered.

Cold calling typically refers to phone calls but can also entail drop-in visits, such as door to door.

The willingness to call those not yet known is one of the great traits of highly successful entrepreneurs and business people.

The willingness to contact and get meetings with people you don’t yet know to get what you have not yet gotten is cold calling.

My personal definition of cold calling is that the beast makes the cold call while the excuse makers scream and cry.

I say this because many people hate using the phone to cold call.

Why? Let me count the reasons:

  • Everyone wants to go to heaven but no one wants to die.

  • Everyone wants to have a six-pack but don’t want to put in the time.

  • Everyone wants to be the boss but won’t go out on their own.

  • Everyone wants to be a millionaire but won’t spend ₹1000.

  • Many people are good at adding and bad at multiplying.

  • Most people don’t value your time.

Cold Calling can be difficult, but you will not advance your career or business without making a cold call at some point.

Remember that those willing to do the things others won’t do, will create the life they want, but don’t yet have.

Who needs to make cold calls?

Here are just a few examples of people who must get great at the cold call:

  • Startups

  • Sales Organizations

  • Direct Marketing and Network Marketing Groups

  • Job Search

  • Inventors and Technology

  • Agents—Entertainment, Sports, Celebrity, PR, Promoters, Deal Makers

  • Real Estate Industry—Buyers, Sellers, Brokers, Syndicators

  • Investment Funds

  • Fund Raisers

  • Professional Community—Bankers, Lawyers, Accountants, Politicians

  • Doctors, Chiropractors, Dentist, Salon Practitioners

  • Service Industry—Landscapers, Roofers, Plumbers, Contractors

Who makes cold calls? Anybody that wants money makes cold calls!

If you’re a startup, why are you borrowing money? Mark Cuban and many others says the dumbest thing you can do is to go borrow money to start a company.

Why would you do that?

Because you are chicken.

There are 81 million businesses in India. All of them did a business plan and not everyone knows how to make a call.

You’re scared to go make the call they didn’t teach you in college.

If you can make a cold call, you have freedom. The phone is a multiplier. The phone is a way for me to talk to 15 people in 15 minutes.

I will get frequent before I become great.


There are many benefits to cold calling:

  • It’s very cost effective—about 6 x more so than direct mail or advertising.

  • You preempt and dominate the competition.

  • You save yourself time by cold calling

  • It helps you identify and create opportunities while crashing through obscurity.

  • It builds your reputation and establishes new relationships.

  • It also empowers you.

These are all great benefits and reasons for you to start cold calling.


You ultimately want to sell your offer and get it exchanged for money.

This is the goal.

You want to make more sales and grow your business. With this in mind, there are a number of secondary purposes in the cold call you need to have:

  • Identify Decision Makers

  • Identify Influencers

  • Determine What is Needed

  • Create Interest

  • Get an Appointment

  • Get Contact Information for Follow Up

  • Move from Cold to Warm

  • Add to your Pipeline

The phone is money. You can literally reach hundreds of people in a day and really multiply your efforts.

The little device you have can literally be the single most impactful tool that you have at your disposal as a salesperson, a business owner or an entrepreneur.

If you hate the phone you’re going to be at best the big fish in a little, contaminated pond.

You need to get into a big ocean where it doesn’t matter if there is a little garbage because the ocean is so big, it cleans itself up. The cold call gets you in a big ocean!


The cold call involves a number of things done right to be successful. Part of this is in your preparation. Here is a short list of things you need to do before calling:

  • Get Up Early

  • Workout

  • Clean Your Space/Desk

  • Do the Math

  • Build a List

  • Research/Investigate the List

  • Look for Personal Connections

  • Build a Script

  • Role Play Daily

  • Anticipate Objections 1

  • Get Calling

I go to bed early—I do this so I can wake up early.

I know I won’t be producing something late at night, most people after 10pm are getting in trouble or taking in a bunch of garbage off the TV.

People that have problems in life typically stay up too late and they watch garbage on TV.

Waking up early gives me a head start on each day. I can get my mind and body right before attacking the day.

Show me the first person awake in your neighborhood and I’ll show you the most productive person in your neighborhood.

I want to see that sun pop.

I work out. Take control of your body, because if you don’t you will never have control over your day, your clients, or your money.

A proven way to make a great investment of your time and increase your confidence and energy is to exercise.

Quit looking at workouts as just exercise and a body thing and start looking at them as a way to activate your body into action and fuel your creativity.

Try the following: 10 Jumping Jacks, 10 Squats, and 10 Push-Ups.

You don’t want sticky notes all over your desk and have a cluttered mess. Don’t spend much time organizing, but have your environment clean because stacks of paper scattered around you is not going to help you.

Then start doing your math.


Here is an example of one person’s calculations:

If you never do the math you will never get rich.

In the example above, their desired income is $344K, so in order to hit that they will need to make 5,733 calls.

Divide those numbers and you will find the value of each call is $60. If you go 10X and make 191 calls, each call is worth $6.

This is a more positive way to look at each call, knowing that each call is worth a certain dollar amount. I want to know what I’m getting paid on every call.