cold calling for business owners: an on-the-phone how-to
last week, you learned why cold calling works (backed by research), and you created your cold-calling blueprint.
this week? we get on the phone.
this article will show you how to confidently cold call, what to say, how to say it, and how to handle objections without freezing.
step 1: mindset first
before you dial, remember this:
you’re not interrupting — you’re offering value.
your product or service helps someone. if it didn’t, you wouldn’t be in business.
this isn’t about being pushy — it’s about helping the right people say “yes” faster.
step 2: script your first 20 seconds
your goal is to earn attention, not pitch the whole thing.
📞 your first 15 seconds template:
“hi [name], this is [you] from [company].
i help [audience] with [pain point] by [solution].
i know this is a cold call — can i take 20 seconds to explain why i called?”
this does 3 things:
- it’s clear
- it respects their time
- it gives them control (which earns trust)
example:
“hi john, it’s sarah from keiste.
i help local trades and service businesses turn cold calls into repeatable revenue — without scripts or sleaze.
i know this is a cold call — but can i take 20 seconds to explain why i’m calling?”
if they say yes, you move forward.
if they say no, thank them and hang up. no pressure.
step 3: know your objections (and how to handle them)
you will hear objections. and that’s a good thing — it means people are thinking.
here are a few common ones, and how to respond:
“i’m not interested”
“that’s fair — most people say that before they hear what we do.
can i ask what your current setup is for [problem]?”
“i don’t have time”
“totally understand.
if i could send over a quick overview by email, would that be okay?”
“send me something”
“happy to! what would be most helpful to see — pricing, case studies, or just a quick explainer?”
pro tip: don’t argue — stay curious.
treat every objection like an invitation to ask a question.
step 4: close with the next step
your goal isn’t to sell on the spot — it’s to move the lead forward.
close with a simple, low-commitment ask:
- “can i send a 2-minute overview?”
- “would you be open to a quick demo next week?”
- “can i call you again after you’ve had a look?”
remember: clarity beats pressure. every call should feel like progress.
pro tips from real cold callers
🎯 “track every call. the data will shock you.”
– mike, founder of a b2b consulting firm
(see your call outcome log in this week’s worksheet)
🎯 “rehearse your opening 10 times before you dial.”
– liz, top inside sales rep at a global tech company
🎯 “don’t wing it. build a rhythm and stick to it.”
– ryan, startup founder who booked 50+ calls in 3 weeks
your keiste worksheet this week:
📄 the call outcome log
track your calls, notes, and outcomes.
learn what works. improve fast.
📝 download the worksheet
your action item this week:
- write out your 20-second intro
- practice saying it 10 times
- call 5 leads
- log the outcome
next week, we cover what happens after the call — including follow-ups, email content, and turning “maybe” into “yes”.
coming next → article 3:
after the call – how to follow up, stay in touch, and close more deals
