Cold Calling initiatives still work in a Business 2 Business 21st Century

The cold call: An attempt to make an unsolicited call on someone by telephone or in person, in an attempt to sell goods or services. This is cold calling; where you need nerves of steel and courage grafted into your backbone.


Cold calling is a great initiative to bring something to the plate of business owners an build lasting relationships

“Strength and growth come only through continuous effort and struggle.”-Napoleon Hill

In other words, the more you make cold calls, the more you master opportunity even with a disaster on the other end of the line. A disaster call would be the owner of a company blasting you for: “How dare you call me! This is against the law!” To a simple “click”, yea, they hung up on me before I could say why I was calling. Image courtesy of stockimages at

Cold calling is harder in the B2B realm that it is in Business to Consumer. When you are calling a potential or current “customer”, your tone at the beginning of the call sets a precedence with that person on the other line to listen to what you have to say.


WIIFM? Business owners don’t want annoying sales calls, they want to know what’s in it for them. 

However, when you are calling Business to Business, your tone matters just as much as these 5 words do: WIIFM. If you have never seen this before, it means: What’s in it for me?

Before you call a business to try to sell them something, you better have done your research to make sure they would even be a good candidate for what service you are selling. And if they are not looking, can you steer the conversation to keep them on the line long enough to get a time to follow up? Image courtesy of Goldy at

Always ask the potential candidate if this is a good time. “Hello, is this John? Hi John, this is Mike with (insert your business name here), is now a good time?” You ask them for their time, being courteous. ID-100287259

If they respond: “No, I have a meeting.” Then you respond: “Can I follow up with you, what would be a good time? Can I send you my information by email?” You ask them for their permission to follow up, never assume. And then guess what? You follow up. You never let a lead go cold unless they flat out tell you they are not interested and for you to stop contacting them.  Image courtesy of Stuart Miles at

Business owners are inundated minute to minute with time consuming spammy emails, sales calls and solicitors. What makes your call stand out of the pack? What makes you think the tone in your voice will keep them hanging on?

The tone sets the call, always. That is not here say, that is fact.

When I worked in Mortgage Collections, I was faced with financially exhausted customers past the brink of their breaking points emotionally and mentally. I learned the tone in my voice and sharing empathy with them went a long way. If you project your tone as professional while compassionate, people generally listen.

In the B2B world, when you need Business owners to survive, your tone and mannerisms on the phone speak volumes. Following up with a potential client can make or break a business opportunity, even if it takes following up for a year or longer. You never give up. Image courtesy of stockimages at


Follow up with those leads, you may be surprised where they take you in B2B relationship building. 

Cold Calling in Business development is another word for: Perseverance. And we all know perseverance is persistence in doing something despite difficulty or delay in achieving success. That just means you don’t get scared, or give up, no matter what happens or what is said at the other end of that line.




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