{"id":3178,"date":"2026-10-27T08:49:58","date_gmt":"2026-10-27T08:49:58","guid":{"rendered":"https:\/\/southwesternventures.com\/?p=3178"},"modified":"2026-10-27T08:52:36","modified_gmt":"2026-10-27T08:52:36","slug":"blog-how-to-start-a-cold-call","status":"publish","type":"post","link":"https:\/\/southwesternventures.com\/en\/blog-how-to-start-a-cold-call\/","title":{"rendered":"How to Start a Cold Call Without Getting Hung Up On"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If you want to know how to start a cold call, begin here: the person on the other end is not judging your product yet. In the first few seconds they decide one thing, whether you are just another telemarketer. If the answer is yes, the call is over before you reach your point.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The good news is that a strong opening is mostly preparation and a few small habits, not talent. This guide walks through a four-step opener, along with the habits we see in phone-based sales at SW Ventures, so you can use it on your very next call.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What people decide in the first seconds<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Your prospect is in the middle of something when the phone rings. Within seconds they ask three silent questions: who is this, why are they calling me, and how long will this take? A robotic script answers all three badly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tone does much of the work here. Sales coach Jason Bay estimates that tonality is around 80% of a cold call opener, and says the most common mistake he sees is reps switching into a stiff, corporate voice the moment they dial (<a href=\"https:\/\/pipeline.zoominfo.com\/sales\/avoiding-hang-ups-cold-call-opener-essentials\" target=\"_blank\" rel=\"noopener\">ZoomInfo Pipeline<\/a>). A client also hears immediately whether the caller sounds monotone or enjoys the work and believes in the product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So before any technique, speak like a person. Keep a calm pace, slightly slower than usual, and put a little weight on the important words.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to start a cold call in four steps<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Build a call sheet before you dial<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A call sheet is a professional&#8217;s toolbox, not a beginner&#8217;s crutch. Once it is written, calling feels less scary because the preparation is already done, and you can glance at it during the call. It should hold five things:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"751\" src=\"https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-1024x751.png\" alt=\"Cold call sheet with five sections: opening, mapping questions, objections, closing and pauses.\" class=\"wp-image-3187\" style=\"aspect-ratio:1.3635326045603267;width:499px;height:auto\" srcset=\"https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-1024x751.png 1024w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-300x220.png 300w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-768x563.png 768w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-1536x1126.png 1536w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-400x293.png 400w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-1210x887.png 1210w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Cold-call-sheet-1-2048x1502.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Your opening<\/strong>, including how you bring the client&#8217;s benefit in right away<\/li>\n\n\n\n<li><strong>Mapping questions:<\/strong> what you really need to know to offer something useful<\/li>\n\n\n\n<li><strong>An objection file:<\/strong> typical lines like &#8220;we have no budget&#8221; or &#8220;we already have a partner&#8221;, each with your answer<\/li>\n\n\n\n<li><strong>Your closing<\/strong>, written out to the last sentence<\/li>\n\n\n\n<li><strong>Pauses and stressed words<\/strong>, so the call is a dialogue and not a monologue<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Two traps to avoid. A long monologue makes the client start typing emails. A call that is too short means you map nothing and end up guessing later.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep the sheet alive. When a new objection shows up or an opener works well, add it the same day. You can draft the first version with AI, but rewrite it in your own words so it sounds like you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Use their name, then pause<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Start with: &#8220;Hi, am I speaking with Tarmo?&#8221; Then stop talking and wait for the answer. A name pulls attention, and the pause makes the person come to the phone. Follow with one short line: &#8220;I&#8217;m calling from [company].&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This lines up with the &#8220;two yeses&#8221; idea described by <a href=\"https:\/\/www.withallo.com\/academy\/cold-call-opening-lines\" target=\"_blank\" rel=\"noopener\">Allo<\/a>: get a yes to the name, then a yes to the role, and two small agreements build momentum. One warning from Bay: do not follow the name with fake small talk like &#8220;how&#8217;s your day?&#8221;. He calls that a telemarketer giveaway.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Check you have the right person<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Next ask: &#8220;Are you the person responsible for [area] in your company?&#8221; The question makes them think, which stops them from half-listening while they type, and it earns your second yes. If it is not them, you have saved time and can ask who is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4: Lead with their benefit, not your company<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now give a short introduction about what the client gains, not about you. An example of what not to do: &#8220;Hi, I have fish oil to offer, do you need it?&#8221; There is nothing in it for the listener, so the answer is no.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Two openers that lead with value instead:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When calling for a client in the EU grants business: &#8220;I&#8217;d like to bring a lot of money into your company.&#8221; The listener thinks, &#8220;I need that.&#8221;<\/li>\n\n\n\n<li>&#8220;We&#8217;ll come and check the work your current partner has done.&#8221; The client gets something useful right away and does not have to buy anything.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A hook like this only works if your next sentence backs it up. Promise something you can actually deliver, and say it calmly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What to do when they say &#8220;just send it by email&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is the polite brush-off, and you can turn it into a follow-up call.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ask: &#8220;What is the most important thing to include in the email?&#8221; They tell you what they care about.<\/li>\n\n\n\n<li>Ask: &#8220;When will you have time to read it?&#8221; Then pause.<\/li>\n\n\n\n<li>Say the date out loud: &#8220;So that is two weeks from today, on the 10th. Did I get that right?&#8221;<\/li>\n\n\n\n<li>Put it in both calendars: &#8220;We are both good planners, so let&#8217;s put it in the calendar. I will not forget to call, and you will have read the email by then.&#8221;<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">The date they name is your follow-up time. You do not have to guess when to call, and they already expect you. If you like, send a short reminder the day before.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cold call mistakes that get you hung up on<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Starting with your product (&#8220;Do you need&#8230;?&#8221;)<\/li>\n\n\n\n<li>Reading in a flat, corporate voice<\/li>\n\n\n\n<li>Fake small talk before you say why you are calling<\/li>\n\n\n\n<li>Talking for minutes without asking a question<\/li>\n\n\n\n<li>Inviting them to a meeting where you will pitch. A meeting should give value, like statistics, research or a solution to their problem, not a product description.<\/li>\n\n\n\n<li>Stopping after one call. It often takes several contacts with the same person before an agreement. If they say they are in a meeting, ask when it ends and call again.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x-1024x768.png\" alt=\"Weekly cold call practice checklist: 5 calls today, 10 tomorrow, call between 9 and 10 a.m.\n\" class=\"wp-image-3192\" style=\"width:513px;height:auto\" srcset=\"https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x-1024x768.png 1024w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x-300x225.png 300w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x-768x576.png 768w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x-400x300.png 400w, https:\/\/southwesternventures.com\/wp-content\/uploads\/2026\/10\/Weekly-practice-plan@1x.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">A practice plan for this week<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Start small:<\/strong> 5 calls today, 10 tomorrow<\/li>\n\n\n\n<li><strong>Call between 9 and 10 a.m.<\/strong> meetings often start from 10, and you can even call 5 minutes before 9<\/li>\n\n\n\n<li><strong>Rest before you call.<\/strong> Objections need a split-second reaction<\/li>\n\n\n\n<li><strong>Believe in what you offer.<\/strong> If you do not, nobody else will<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Then do these four things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Write your call sheet from opening to closing<\/li>\n\n\n\n<li>List 5 mapping questions<\/li>\n\n\n\n<li>Write down your 3 most common objections and your answers<\/li>\n\n\n\n<li>Try the name-and-pause on your next call<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Starting a cold call well comes down to four things: prepare a call sheet, sound like a human, make sure you have the right person, and offer value before you ask for anything. Handle &#8220;just email me&#8221; with a fixed date, and keep calling until you get a clear no or a meeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Practising alone is slow. At SW Ventures, phone is a core channel in several divisions, including ERGO Estonia, SW Finance and Rahmqvist, and new salespeople learn with a team and a mentor. If you want to try it for real, <a href=\"\/en\/careers\/\">leave your contact details and join the team<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you want to know how to start a cold call, begin here: the person on the other end is not judging your product yet. In the first few seconds they decide one thing, whether you are just another telemarketer. If the answer is yes, the call is over before you reach your point. The [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3179,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[142],"tags":[],"class_list":["post-3178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales"],"acf":[],"_links":{"self":[{"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/posts\/3178","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/comments?post=3178"}],"version-history":[{"count":10,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/posts\/3178\/revisions"}],"predecessor-version":[{"id":3204,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/posts\/3178\/revisions\/3204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/media\/3179"}],"wp:attachment":[{"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/media?parent=3178"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/categories?post=3178"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/southwesternventures.com\/en\/wp-json\/wp\/v2\/tags?post=3178"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}