PREPARING TO MAKE COLD CALLS

By: Hannah Gambe

Preparing for cold calling is key to handling conversations

confidently, addressing objections, and maximizing your chances of
success. Here are the steps to get ready:

1. Research Your Prospect: Before picking up the phone, know

who you’re calling. Research their company, industry, and
potential needs. In logistics, this might mean understanding
their typical shipments, challenges, or recent trends affecting
their supply chain.
2. Know Your Product and Value Proposition: Be clear on what
you’re offering and how it benefits the prospect. Understand
the specifics of your logistics services, such as your unique
carrier network, shipping options, and how you can solve
common challenges like time-sensitive deliveries or complex
freight requirements.
3. Set Clear Goals: Define your objectives for the call. Are you
trying to schedule a follow-up meeting, offer a quote, or learn
more about their shipping needs? Having a goal helps guide
the conversation, keeping it focused and productive.
4. Prepare a Script (But Don’t Over-Rely on It): Create a flexible
script or outline with key talking points, including a strong
opening line, a quick elevator pitch, and responses to common
objections. This script should be natural enough to allow for
conversation but structured enough to keep you on track.
5. Anticipate Objections and Prepare Responses: Think about
common objections prospects might have, like “We’re already
working with another provider” or “I don’t have time right now.”
Have thoughtful, respectful responses ready that steer the
conversation back to the value you offer.
6. Practice Your Tone and Delivery: How you sound on the phone
matters. Practicing your tone, speed, and clarity ensures you
come across as confident, friendly, and professional. Smiling
while speaking can help you sound more approachable and
engaged.
7. Set Up Your Workspace for Success: Eliminate distractions and
have any essential information at your fingertips—your notes,
any relevant data about the prospect, and your CRM software
if you use one. This way, you can quickly reference information
as you speak.
8. Prepare Questions to Engage the Prospect: Asking open-ended
questions is crucial in cold calling. Prepare a few to get
prospects talking, such as, “What challenges are you facing in
your current shipping operations?” or “What’s most important
to you in a logistics provider?” These help you gather insights
and build rapport.
9. Practice Active Listening: This skill is essential for cold calling.
Actively listen to the prospect’s responses and be ready to
adapt your approach based on what they share. It shows that
you’re genuinely interested in their needs and helps you tailor
the conversation.
10. Boost Your Mindset and Motivation: Cold calling can be
tough, so start with a positive mindset. Remind yourself of the
 benefits you’re bringing to the prospect, practice
self-affirmation, and remember that each call is a learning
experience, even if the outcome isn’t a sale.
11. Plan for Follow-Up: Be ready to take notes on the call and
plan your next steps, whether it’s a follow-up email, sending
over a quote, or scheduling a meeting. Follow-up is essential in
cold calling, as it reinforces your commitment to helping the
prospect.

With these steps, you’ll be prepared to approach cold calling with

confidence, adapt to different conversations, and handle objections
with ease, setting the stage for meaningful connections and
successful outcomes.

To excel at cold calling, certain qualities can make a huge

difference. Here are the essential ones:

1. Resilience and Persistence: Cold calling involves frequent

rejection, so resilience is key. You need to handle “no” with a
positive attitude and stay motivated to keep going, knowing
that each call is a fresh opportunity.
2. Confidence: Prospects can sense hesitation or uncertainty.
Confidence in your voice, tone, and delivery makes you sound
credible, encouraging prospects to take you seriously and
listen.
3. Empathy: Being able to put yourself in the prospect’s shoes and
understand their challenges allows you to connect better. This
helps you tailor your pitch to their specific needs and makes
you more relatable.
4. Adaptability: Every call is different, and adaptability lets you
think on your feet. You need to adjust to different personalities,
respond to unexpected questions, and steer the conversation
effectively.
5. Curiosity: Good cold callers are naturally curious about people
and businesses. Asking thoughtful questions and genuinely
wanting to learn more about the prospect’s needs helps
establish rapport and discover new opportunities.
6. Active Listening: Listening carefully to what the prospect says is
crucial. This helps you pick up on cues, understand pain points,
and respond in ways that keep the conversation moving in a
positive direction.
7. Strong Communication Skills: Clear, concise, and persuasive
communication is essential. You need to get to the point, make
your offer sound valuable, and convey your message in a way
that’s easy to understand.
8. Positivity and Enthusiasm: Enthusiasm is contagious, and
prospects are more likely to respond positively to an upbeat
tone. Positivity also helps you stay motivated, even on
challenging days.
9. Emotional Intelligence: Picking up on the prospect’s mood,
tone, and receptiveness helps you adjust your approach.
Knowing when to push forward, pause, or pivot makes your
calls smoother and more effective.
10. Self-Discipline: Successful cold calling requires a steady
routine and commitment. Self-discipline helps you stay
organized, manage time effectively, and consistently make
calls, which is key to building momentum.
 11. Goal-Oriented: Having a goal-focused mindset helps you
stay driven. Whether it’s booking a meeting or setting a
callback, knowing your objective keeps you sharp and
results-oriented.
12. Problem-Solving Ability: Prospects may raise challenges or
objections, and being able to address these effectively is key.
Strong problem-solving skills let you think quickly and find
solutions that make your offer attractive.

These qualities make a cold caller not only more effective at building
relationships but also more adaptable to the dynamic nature of B2B
sales, where real-time problem-solving and a consultative approach
often win the day.