Increasingly, cold calling seems like an uphill battle. Today’s sales reps constantly ask themselves...
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The answer to all of those questions is a resounding "YES!" when you use the New Rules of Cold Calling to guide your approach to setting appointments on the phone.

Click on a rule below to learn more, or scroll down to read through the complete rulebook...

RULE No. 1: Start With A Good Call List

RULE No. 2: Research Wastes Time

RULE No. 3: Don't Sell Your Product

RULE No. 4: Take "No" For An Answer

RULE No. 5: Use A Better Script



Call as many prospects as you can.


Take the time to create a targeted list of your highest-value prospects.

A strong list starts with the right demographics. Use your current clients as a road map:

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When you call indiscriminately, you waste time on “bad” prospects who will never buy from you because they don’t stand to benefit from what you offer. A list of good prospects leads to a higher success rate.

Find out how many hidden local prospects you can call immediately with our free Prospect Finder:



Research your prospects thoroughly before you call them.


Profile your prospects according to categories to maximize efficiency.

When you cold call, you’re on the clock. Your goal is to maximize the % of that time you spend talking to good prospects:

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Detailed research about a specific company on your list takes time. And the less time you spend on the phone, the higher your success rate needs to be to set the same number of appointments.

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Sell your prospect on the benefits of your product.


Focus on getting to the next step in the process (a meeting) rather than the final step (a sale) by selling the benefits of an appointment:

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...because prospects don’t care about your product; they care about their own problems.

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View every prospect as a potential appointment, and don’t give up.


Don’t focus on individual prospects; focus on total appointments.

Not every prospect is a potential “yes.” Whatever the reason (bad timing, no budget, not interested), they’re stuck on “no.”

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Again, your cold calling time is finite. Every extra second you spend on a definite “no” takes time away from a possible “yes.”

You’ll set more appointments faster if you spend your valuable time talking to prospects who are likely to say “yes,” rather than wasting time trying to convince prospects who resist.

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Memorize a rigid script.


Be situationalflexible, and conversational. Ask questions, and listen more than you talk.

Nevertheless, many sales reps continue to use cold call scripts that are outdated and ineffective. To separate the myths from the facts about what to say on the phone, avoid using scripts that waste your and your prospect's time, or that treat the prospect with anything less than full professional respect.


 Now that you know the new rules of successful cold calling, all you need is some prospects to connect with! Want to know the exact number of good, local prospects you could call using the BWise prospecting database?

Use our free Prospect Finder: