A Field Guide to Cold Calling for Designers And Agencies

A Field Guide to Cold Calling for Designers & Agencies - Featured Image

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Many designers and agencies will be considering using cold calling to generate more sales. 

If you are thinking about cold-calling customers or B2B clients, you need to check out the following helpful field guide.

What is Cold Calling?

If you are not aware, cold calling involves calling prospects that you have never interacted with before. Your aim is to turn a prospect into a customer. 

So, the premise of cold calling is very simple. However, executing cold calling in the right way and gaining a high success rate from the method is not so simple. 

It can be difficult to successfully pitch your products or services to someone who you call out of the blue. Therefore, you need to spend time completing the preparation work if you want your cold-calling strategy to be successful.


Find the Right Leads

Cold calling will be more successful when you contact people who are likely to be interested in your products or services. 

Therefore, you should use a platform that can assist you in lead generation. 

For instance, while ZoomInfo is primarily used for marketing, sales, and talent acquisition, it can also help with market research and lead generation. You can access the contact information of profiles, research those profiles, and then create targeted lists. 

ZoomInfo’s pricing on average is $250 per month per user. The cost per lead starts at around $0.85. You also have the option of using ZoomInfo’s API, which starts at $50,000 per year.  

But ZoomInfo is just one example of the various lead generation platforms out there. So, you should compare prices with other platforms, like Apollo, Seamless, and Lead411 to ensure you get the best features for the best price. 

With access to prospects that are likely to become bona fide customers, using a lead generation tool can be more than worth the outgoing cost when you compare it to how much additional revenue you can generate from the new leads you cold-call.


Qualify Inbound and Outbound Leads Before Calling

Using lead generation tools will enable you to learn more about specific leads before you call them for the first time. 

You should also do further research about your leads before calling. 

The more knowledge you are armed with, the easier it will be to connect with a lead upon first contact. In turn, it will be easier to convert a lead into a customer. 

Researching prospects allows you to learn important details about them and their needs. You can then tailor your call better and hold their attention better. 

For inbound leads, you can learn more about them by looking at things like resources that they have downloaded. You can then get a better picture of the person you are calling and customize your script accordingly. 

When you talk to an inbound lead about something you know they are interested in, the lead is more likely to engage with you. 

For outbound leads, you should initiate contact with them prior to calling them out of the blue so that you can introduce them to your brand. For example, you could send an email invite to an industry event or provide them with a free resource. 

Those leads are then more likely to talk to you when it comes time to cold-call them.


Craft an Excellent Script

You should always prepare a standard script to use for calling leads. 

A good script can make the difference between converting leads into customers, at one end of the spectrum, and having leads hang up on you, at the other end of the spectrum. So, make sure your marketing team spends time crafting an excellent script. 

A good script should begin with a solid introduction that helps to build rapport followed by a unique value proposition. The script should also include responses to frequently asked questions.


Confirm You Are Speaking to the Decision Maker

When cold calling a contact, be prepared that the person who picks up the phone might not be the person you are trying to contact. 

That usually will not apply to cell phone numbers, but it will often apply to landline phone numbers and company phone numbers. 

By being prepared for that, you can be prepared to potentially navigate your way through people who are making it difficult for you to contact the person you want to talk to. 

Be patient, as it can take time to get hold of a lead. And if you are finding that contact is continually going back and forth, send out a follow-up email to schedule a time to talk.


Summing Up

Cold calling may be an old-school form of attempting to convert leads into customers, but it can still be successful. 

But before you begin cold calling leads, make sure you:

  • Find the Right Leads.
  • Qualify Inbound and Outbound Leads Before Calling.
  • Craft an Excellent Script.
  • Confirm You Are Speaking to the Decision Maker.

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