Although every sales rep knows cold calling is a tried-and-true sales strategy, there’s no denying that contacting a prospect with no introduction is a daunting task. Even the most seasoned sales reps might be reluctant to pick up the phone and chat with an unqualified lead. How does one convert cold calls into sales?

But cold calling is an invaluable tool when expanding your client base. From reaching new prospects, to spreading the word about your business, cold calling is a way to simultaneously market your brand and close the deal with new clients.

Looking to expand your business in 2021? Here are some of our top tips to convert cold calls into sales.

Use Marketing to Your Advantage to Convert Cold Calls

While the phrase “cold calling” suggests you’ve had no prior contact with your client, that doesn’t have to be the case! Remember that “just because it’s called “cold calling” doesn’t mean you shouldn’t warm up your leads before picking up the phone” ( “Warming up your leads” might entail:

  • Sending an introductory email.
  • Introducing yourself at an industry event.
  • Reaching out through social media.

With a little strategic marketing, you can make sure your client has at least heard of your brand before you pick up the phone. Plant the seed before you call, so your client has a general impression of your product or service before you pick up the phone.

Be an Expert in Your Product

Clients respond well to passionate, well-informed sales reps. Before you make a sales call (and particularly a cold call) you should have bullet-proof knowledge about your product. Allow your customer to ask lots of questions, but make sure you have the answers ready-to-go. The more you know about customer service, product updates, and company policies the more prepared you will be to field queries on the phone.

Think of cold calling as a way to demonstrate your belief in a product’s value: “confidence is key in sales, and that comes from understanding the product and how it can help the client” ( Be enthusiastic but not pushy. Your client will be able to tell if you show genuine enthusiasm for your product, so don’t be shy when it comes to communicating your excitement.

Focus on Solutions

At the end of the day, customers want to know how your product or service will benefit their life. Focus on the value of your product instead of appealing to customers with a “hot deal” or “limited offer.” According to an article at, “the focus of phone sales has moved away from persuading clients to buy something they don’t need to providing them with something (consulting, content, etc.) that will benefit their business.” This means that your job is more about educating your prospective customers and working with them to demonstrate how your product or service will positively impact their business.

Be Time-Conscious

Clients are inundated with sales offers every day. While you want to devote enough time and attention to each client to discuss your product’s value, you also need to be respectful and conscientious about taking up their time.

  • Keep phone conversations quick and to the point. Be friendly, answer questions, and offer clients necessary information about your product without overstaying your welcome. Focus on providing key information that summarizes the services your company offers, rather than going into detailed descriptions.

  • Be clear and concise. Clients will appreciate simple and straightforward answers to their questions, particularly when it comes to things like product costs and company policies.

Pitch to the Right Person

Make sure you understand who is the “decision maker” at a company before you call.  When making a pitch, it’s important to remember that “sales is a numbers game,” and to “ensure that you’re saving your time by going straight to the person who’s got the authority to make a deal with you” ( This will not only save you time and energy, but will also simplify the sales process for your prospective client.

To Convert Cold Calls, Consider Working with a Lead Generation Service

Cold calls still giving you cold feet? Consider offloading sales development tasks to a professional lead generation service like LeadJen.

At LeadJen you can expect top-quality lead generation services from a team of professional sales development reps who are dedicated to meeting your company’s specific requirements. LeadJen offers monthly payment options and full or part-time services, so you can find the help you need and meet your bottom line. With LeadJen’s list of pre-qualified leads, your sales reps will spend less time searching for leads and more time closing the deal. Cold calls don’t need to be so nerve-wracking. If you use marketing to your advantage, brush up on your product knowledge, create an air-tight pitch, and use a list of qualified leads, you’ll be on your way to conquering cold calls once and for all.