Back to Lead Generation

How to Prepare Yourself Before a Cold Call

Written by:

Victoria Yu is a Business Writer with expertise in Business Organization, Marketing, and Sales, holding a Bachelor’s Degree in Business Administration from the University of California, Irvine’s Paul Merage School of Business.

Edited by:

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

How to Prepare Yourself Before a Cold Call

How to Prepare Yourself Before a Cold Call

Does the thought of making a cold call make you break out in a cold sweat? Picking up the phone and calling a total stranger can be intimidating, especially when you’re asking them to buy something. But careful preparation can sharply reduce these anxieties. 

Lucky for you, this guide details how to fully prepare for a cold call and make a confident, persuasive sales pitch. 

Steps To Prepare Yourself for Cold Calls

1. Do your research

Information is your friend when it comes to sales. So, the first step is to do your due diligence before you make the call. Who’s the prospect? What problems are they looking to solve? 

Google the lead and check out their websites and social media to get a sense of who they are. Knowing essential information about a customer will help you tailor your pitch to their needs. This way you don’t waste their time, or yours.

2. Write a script and practice it

Do you think Broadway actors make up their lines on the spot? Unless you’re an improv genius you’ll need to write a sales script. Clear, convincing communication doesn’t just appear out of the blue, it requires considerable work. 

How will you open the conversation? What are the key points to get across? Writing a script in advance will organize your thoughts and enable you to follow a clear agenda once you get your prospect on the line.

Take the time to review your script several times, reading it aloud repeatedly to become familiar with all the words and rhythms. If the customer doesn’t answer your call, be prepared to leave a clear, concise voicemail that aligns with your script.

3. Anticipate objections

Before your potential client has a chance to throw you off track with objections, plan ahead by imagining how they might object. What concerns might the average customer have? Jot down potential issues and brainstorm possible solutions. 

As you gain experience with your pitch, you’ll be less and less surprised by hurdles and difficulties. In fact, like a true Zen master, you may find a way to turn protestations into opportunities to deepen your relationship with the client.

4. Set goals for each call

As anyone who’s worked in sales knows, it’s full of rejection. Nobody makes a sale every time, or even close to it. Still, scheduling a meeting, gathering information, or answering questions are all positive steps that can lead to a future sale. 

Set simple, achievable goals for each prospect interaction to help boost your confidence as you move toward closing the sale. 

5. Prepare your mindset

Human connection is all about picking up on vibrations. Customers will sense the energy you bring to the call. A calm, confident demeanor will put your client at ease and help them open up to dialogue. 

Make sure to set yourself up in a comfortable, quiet environment where you can focus and communicate clearly. Take a few deep breaths before dialing to calm yourself down and mentally prepare for a positive interaction.

6. Take notes and reflect

As you conduct the call, jot down notes of anything you think might help you make a sale in the future. What worked? What didn’t? Each cold call is an opportunity to learn and develop your sales skills. 


Cold calling isn’t easy, but it can be painless and productive if you follow this simple guide. It might also help to remember that a good cold call is often the first step on the long journey to sales success. 

FAQs on Preparation Before a Cold Call

How can I research my prospect before making a cold call?

You can research your prospect by looking up their company’s website, social media pages, and LinkedIn profile. Check for any recent news or updates related to their company, and try to identify pain points or challenges that they might be facing. Also, look for any common ground or shared interests that you can use to establish rapport with them.

What should I include in my cold-calling script?

Your cold calling script should include a clear introduction that identifies you and your company. Explain how your product or service can help your prospect solve a specific problem or achieve a specific goal. Make sure to focus on the benefits of your solution rather than just the product/service features. Additionally, include open-ended questions that encourage your prospect to engage in conversation.

How can I mentally prepare myself for making cold calls?

First, take a few deep breaths. Next, visualize a successful outcome and imagine yourself having a productive conversation with your prospect. You can also practice your script out loud or with a colleague to help build your confidence. Finally, remember that rejection is a normal part of cold calling and you should not take it personally. Focus on learning from each call and improving your approach.