One of the articles on states that “Phone calls are still the primary channel for customer communications: Social media channels handle just 3 percent of all customer communications, compared to 68 percent who contact customer service by phone.

As we are approaching towards more of a cloud approach and with the emergence of Saas organizations in place, sales pitches in businesses have changed – they are mostly on calls, providing a demo of the product online. 

This means that the majority of the revenue inflow for an organization is still dependant on the sales calls. Therefore, there is a special need for sales training on phone calls.

Cold Calling is far from dead

Cold calling has been around for years and outmatches many other sales and marketing strategies. With the rise of more targetted marketing strategies like ABM, cold calling will also evolve with the advancements in SalesTech.

Hence, Sales representatives need to optimize their cold calling approach in order to get a desirable response from the potential customer.

Many times sales representatives are confused and are trying to find a solution online to have more engaging conversations. Or, figuring out what went wrong on the sales call and why the prospect never responded.

Before the emergence of Sales Call Analytics, these customer conversations were a repository of important data that the Sales leaders had neglected for years.

The art of Cold calling

As a sales representative, you may follow a certain qualification framework like BANT or follow a specific script for cold calling. However, the ability to improvise during calls lies at the heart of cold calling.

Researching about the prospect prior to making a call will give you a heads up. Being aware of their background and active listening will help you in asking the right questions and hitting the right pain points.

You may not have to forcefully implement a qualification framework or follow a specific script every time. A meaningful conversation shall give you all the answers your qualification framework demands.

Optimize your cold calls!

There is a lot of nitty-gritty associated with sales and one of the major ones is that of communication. Do you agree that your sales communication should be that strong and strategic that the propensity of business revenue increases?

This article addresses all the cold-calling concerns of your sales representative. Let’s begin!

  • Keeping the goal in mind: There purpose of a B2B cold call is to identify is a ‘lead’. Now, there are various definitions of a ‘lead’, to each his own. For our reference, we’ll refer a lead as an individual who has shown even the slightest of interest in the product/offering. The fundamental responsibility of a sales representative on the first cold call is to be aware of the goal and to identify the basic sense of interest from the customer.


  • Talking less and listening more: Sales require a lot of talking. In fact, if communication were that simple, words like sales pitch, brand messaging, elevator pitch, etc. wouldn’t that crucial. Although, simply talking your way to a prospect doesn’t always work. Assume yourself in the shoes of your prospect. Would you keep listening to someone over a phone call, without he/she addressing your requirement or what you would like to consider? The ideal way to cater to sales communication is to follow the 50-50 rule. Where your prospect speaks out their issues and requirements and you address their concerns over a call. This way you create a sentiment of being “considerate” towards their situation.


  • Asking the right questions: Sometimes while in the process of understanding the pain points of your prospects, you may end up asking too many questions and that may hamper the conversation. In the early days, it still made sense to ask questions to the prospects to ask about their business, industry, revenue, etc. Now that we have the internet is in place and if you ask such questions over your sales call, trust me it might be a problem for you. Understand this! Your customers do not have time to address your queries but have all the time to address their pain points. So you need to start asking the right questions.In one of his blogs, Richardson states that, in sales dialogues, there needs to be a balance between asking good sales questions and providing good insights. The customer doesn’t have the time or patience to do what essentially is onboarding, but they often make time to reason together if you bring them value and provoke thought in meaningful ways.Additionally, one key parameter of a good sales call is the customer asking questions. While qualifying leads based on BANT or other frameworks, sales representatives should also encourage the potential customer to ask questions.


  • Avoiding “Dead Air”: Dead air is a long moment of silence during a call. This can be caused due to many reasons. Maybe the rep needs to find more information, manage a slow system or wait for programs or data that have to be processed. Dead air might not be perceived as a big problem for the sales teams, but it causes annoyance to their potential customers. Who likes to be kept waiting? For this reason, it is key to train our agents on how to avoid dead time during calls.Your customers want answers now and therefore you need to be timely with your responses. Making them wait and long pauses could force them to leave the conversation with your organization and loss of business opportunity.


Hence, it’s essential that your sales representatives take training on how to communicate over a cold call. Rather than concentrating on what should they pitch for. A data-driven approach for sales training can do wonders in strategizing cold-calling for your business. The ideal way to do this would be signing up for a Sales Call Analytics software.

A Conversation Analytics software is an intelligent platform to capture all your sales calls and simultaneously transcribing the conversations. Additionally, it helps in determining if a call was actually a sales opportunity or not, improving the quality of sales conversations and increasing their conversions.

Talk to us if you’d like to know how Sales Call Analytics can benefit your business.