Client Acquisition, Cold Calling

Client Acquisition, Cold Calling

Calling unknown customers and tolerating rejection constitutes a nightmare for most salespeople. However, cold calling works! We only need a clear process to follow, which gives us confidence and boosts our motivation.

Who should attend:


Ideal class size:



1 day

“I can’t get them to call customers cold!”

In difficult market conditions, it is increasingly part of a company's strategy to actively seek out business opportunities, rather than just servicing incoming demand. This hits home with salespeople: they have to call people they don’t know. Well, they’ll need to face a lot of rejection. It is no coincidence that most salespeople put this off, talking to partners they already know, for as long as possible.

Many don’t even believe in the power of cold calling because of bad experience – when they themselves are approached and aggressive, pushy salespeople irritate them with rehearsed lines. The whole experience is repugnant – and they don’t want to have that kind of image in the marketplace.

Yet even that first conversation can be pleasant for both parties, and rude refusals can be eliminated. Plus, cold calling still works – if done right!

As the result of our Client Acquisition, Cold Calling program, you will:
  • Understand what works and what doesn’t: Why do they hang up on us? And what can you do to open them up? No more guesswork in cold calling.

  • Get a comprehensive cold calling strategy: You won’t leave success to chance. You know exactly what to say and why – and that doesn’t mean prefabricated scripts.

  • Engage your customers in a dialogue, right from the start: like in Consultative Selling, it’s what we ask, not what we say, that counts.

  • Be confident: Because you understand not only the methodology but also the psychology of cold calling, you no longer have to worry about becoming tense – be it us or the client.

What’s the key?

Unfortunately, cold calling has a bad reputation: “Poorly paid young people dialing at random and reciting what they have memorized. It used to work, but it is far from effective today.” The more advanced salespeople don’t want to hear about it, and for good reason.

More important than methodology is psychology. We need to understand our clients’ world, their difficulties, their stress, to avoid the typical mistakes. We need to understand the secret of cold calling: how to get our clients in an emotional state from the start so that they are willing to talk to us. We need to know how to make the conversation enjoyable and leave a positive memory – even if we don’t succeed today.

Flexible format
Classroom (offline) training

The trainer and the participants meet personally in the classroom.

Virtual (online) training

We hold the program on an internet platform (e.g.: Teams).

Further solutions:

  • Salesperson assessment →
  • Negotiation Technique →
  • Effective Business Presentations →
  • Consultative Sales →
  • Writing Persuasive Proposals →
  • Field Exercises →
  • The Art of Sales →

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