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How to Cold-Call B2B Prospects and Provide Value to Them

Sales Prospecting
Roshan Nair April 05 2022

‍Ever wondered how to cold call B2B prospects to successfully book meeting after meeting with them?

That might seem impossible in a world that believes cold calling is long dead. But did you know that 41.2% of salespeople said their phone is the most effective sales tool at their disposal? Now that’s an opportunity!

Simply put, successful cold calling isn’t a miracle. There are ways in which you can craft the perfect cold call to get your prospect to schedule a meeting with you. 

Let’s take a look at them.

How to Cold-Call B2B Customers

#1 Prep your list

Straight up fact—cold calling is successful only around 2 percent of the time. 

You can’t just set out to play it by ear and hope for the best. If you want to stand a chance at a positive response from your prospect, you’re going to have to prepare yourself.

Know your purpose before the call. You’ll need to make sure you know exactly who you’re calling, why you’re calling, as well as the action that you’re expecting from your prospect. The last thing your prospect wants to hear is a “May I please know who I’m speaking with?” 

Prepare a list of all the things you wish to say to your prospect and structure your call in a way that you allot some time for each of those things. Remember, successful cold calls last 7.5 minutes on average. Use your time wisely.


#2 Have a creative opener

The human attention span is at an all-time low, thanks to the sheer pace of the world we live in. And in such a fast-paced, busy world, a cold call is the last thing your prospect wants.

So, how do you make sure you don’t annoy them or lose their attention? 

By having a great opener! While getting right to the pitch might save you time, it might not be the best way to grab their interest.

Instead, take a few seconds to ask them how they’re doing and whether they can spare a minute or two. You could also try addressing one of their pain points before quickly building to the pitch. Avoid apologizing for taking their time right at the beginning of the call.

In fact, using "Did I catch you at a bad time" makes you 40% less likely to book a meeting. Whereas, asking "How are you?" increases your likelihood of booking a meeting by 3.4x.

#3 Build rapport

Getting your prospect to trust you can be quite an uphill task if you speak to them like a salesperson. To build rapport with your prospect, you’re going to have to build a relationship with them. And to build a relationship with someone, you’ll need to speak with them like you’d want to be spoken with. 


While it’s acceptable to use a script in your cold calls, it’s not acceptable to sound like you’re using one. The purpose of the script is to give you a framework for the conversation, not for you to read right out of it.

You’ll need to prepare yourself to answer all the questions your prospect may have in mind. You’ll also need to address their pain points and resolve their concerns about your product. 

And above all, you’ll need to listen to them with empathy.

#4 Ask the right questions

Just because you’re tasked with answering the prospect’s question does not mean that you can’t ask any from your end.

Asking the right questions is one of the most critical components of any cold call. You can ask questions not only to build rapport on a cold call but also to qualify or disqualify your prospect.

Moreover, asking the right questions lets you fill in the blanks on everything you didn’t know about your prospect already. This can prove to be quite useful if they turn out to be a qualified prospect.

Here are a few questions you can ask your prospect:

  • How long have you been in the business?

  • What are your biggest challenges?

  • What results do you aim to achieve?

  • What projects are you working on at the moment?

  • How critical a role do you play in the decision-making process?

  • Are you currently in a contract with another provider?

#5 Leverage technologies like CRM

For a B2B organization, investing in cold calling software and CRMs is a viable option to ease the prospecting process. 

A CRM or Customer Relationship Management tool is a software that enables businesses and other organizations to manage all the interactions with their customers as well as potential customers. It is aimed at improving business relationships.

The right CRMs can be crucial to the success of your cold calling ventures. 

They can enable you and your team to work efficiently, organize notes, and prospect better. In addition, they can identify and categorize leads, increase referrals, improve the quality of your products and services, and ultimately offer a better customer experience overall.

#6 Get ready to handle objections

Your prospects will have plenty of concerns and objections regarding your product. It’s up to you to dispel them and build rapport by giving them satisfactory responses.


Let’s suppose your prospect tells you that they’re too busy. In such a scenario, you could ask them what they are currently working on at the moment. More often than not, you’ll find a way to communicate how you have a solution to help them with their current projects.

If they say that they’re already in the middle of a contract, use the opportunity to gather information like who they’re currently in a contract with, when does the contract expire, what are their renewal plans, etc. 

You can use this information to make a case for how switching to you might benefit them better.

#7 Be prepared to handle hang-ups

Your prospect might also try to brush you off by hanging up on you. This is a clear signal that your prospect is not interested in continuing the conversation with you at all. 

In such a scenario, it’s better to drop the prospect and move on to another one. If you’re confident enough, you can also try calling back a few minutes later.

Your prospect might also show disinterest by saying that they are unable to see how your product is valuable to them at the moment. In that case, you could ask them whether they’re open to scheduling a call with you so you can explain things in detail.

However, once a prospect says that you shouldn’t contact them again and that they should be taken off your call list, it’s a dead-end. You should move on to the next one.

Final Thoughts

It’s pointless to cold call somebody you know nothing about. However, with Slintel, you can gain access to tons of valuable information for over 250 million leads and go into the call fully prepared.

What’s more? Slintel’s free Chrome extension gives you access to the contact information of any LinkedIn profile of your choice. So start cold calling the right people today!

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Roshan Nair
Content Marketer
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