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Could you use cold calling as an effective way to generate new business?


The answer is YES, provided you and your people have been effectively and sensibly trained with practical material. This means mastering jurisdictions such as: pre-call disciplines, creating and practising effective contact scripts, employing simple phone etiquette, knowing how to handle objections pre-emptively and knowing the required outcomes before you even start phoning.

I have watched as those involved in selling turned their attention to online requests for information, call centres that “flog” an outcome and hoping that websites will generate leads. If your organisation is relying heavily on inbound responses then you are missing out on a lucrative source of potential income by not using cold calling.

The critically important capacity to effectively cold call can be learned in a simple half day interactive face to face session. See the practical content below

I began cold calling in the 1970’s. Today cold calling can still remain a part of an effective business generation sales strategy. Notice I said part. There are still certain sections of the community who are amenable to a well constructed offer that involves asking the right questions to elicit a positive response delivered by phone.

Cold calling can be a frightening experience for sales people when asked to simply pick up a phone and start calling a cold, often dormant or neglected aged list of previous customers or website enquiries. Who wouldn’t be afraid of such a stupid demand! Yet that is often what is expected of the newest kid on the sales departments block. No wonder people are afraid of rejection. No wonder people hate cold calling thrust on them by insensitive, ill briefed and uncaring management and business owners

If you are going to cold call to any source of prospects then you will need effective contact systems, psychological conditioning, managerial direction, sensible rewards and positive analysis of results. Often there is more time put into planning the annual Christmas party than there is to effectively training those who are at the fore front of business acquisition using cold calling.

Starting at the very basic premise that you will need to contact people you don’t know to talk about products and services that they may not be interested in, the very notion of cold calling carries some seriously heavy psychological baggage. Why not look at the task of cold calling in a positive manner by giving it better contact impact names such as: referrals contact reconnaissance, warm calling (after adequate research ), market fact-finding, telephone interaction, customer research or prospect definition. Because cold calling can have all of those jurisdictions.


If you are having to rely largely on in-bound demand systems then that can place you or your organisation at a distinct disadvantage for these reasons:

1. By ignoring traditional contact mechanisms you are ignoring traditional response types. This can be those who are older, set in their ways but effective managers or operators used to a human calling them!

2. You have to hope you have built a really effective leads generation program which targeted the prospects you want to respond to your online offer.

3. Are these so called prospects from the leads generation program merely disinterested browsers or information. seekers. It is often hard to differentiate the curious time-waster from the genuine prospect. Cold calling can clearly and quickly determine that with well construction questions.


4. If you are waiting on potential clients to discover you (and hopefully not your competitors first) then that will only happen when they think they have a need. This overlooks the fact that many buyers are not even aware of a problem until it is pointed out to them, and this often takes place on a cold call which can lead to an appointment or dialogue for further discussion.


“Time spent on reconnaissance is seldom wasted”, is an old military saying. This is true when cold calling. With the amazing amount of information online through social media, LinkedIn and other resources you can learn a lot about potential users of your services.

One of the biggest problems with cold calling is when people have not done their research on the prospects they call. This leads to rejection and a negative impact (if sustained ) on the callers.


You need to clearly define your target market or ideal client(s) to call. This will reduce wasted time calling the wrong people or prospects.


Another reason cold calling has significant collateral damage to a data base is because the prospects are called at the wrong times. Trying to contact a busy executive at 9.00 am or a marketing manager at lunch time can be suicidal.


When cold calling is properly planned it can have the following impact on your business and potential clients:


a) It is the beginning of a real relationship with real humans that can lead to a real interview or dialogue about what your product or service can do to help clients.


b) It is an excellent way to do a real fact find about the ability of your solutions to potentially solve a potential clients problem.


c) Cold calling can provide you with an opportunity to educate people about what is going on within their industry and how your clients, who are in a similar industry to them, are solving similar problems they may be facing.

So what should you do now? There are three answers to that question.


1. Keep doing what you are doing

2. Do nothing

3. Select a training program that can be specifically built for your organisation that can be delivered either face to face or online with measurement capabilities.


Here is a range of the content that can be included for your Interactive Cold Calling

program. Which would you be able to use to increase your cold calling effectiveness?


ü  Personal preparation before phoning

ü  What outcomes are you looking for?

ü  Phone etiquette

ü  Attitudinal mindset

ü  The value of reconnaissance: Learning about prospects

ü  Pre-emptive contact tips

ü  Defining the ideal client(s)

ü  Determining the warmth of the contact list

ü  Cold calling strategy

ü  The way we say things

ü  Contact strategy outline for cold calling on the phone

ü  Draft contact scripts for cold calling

ü  The power of an interactive opening

ü  The subtle art of using questions instead of making statements

ü  Handling objections on the phone

ü  How to give your prospect a reason to listen

ü  Killing call reluctance

ü  The fall back position so as not to burn prospects

ü  Keeping records, analysis and planning


For more information please contact AAMC Training on +61893444088


or view website


Presented by Jeff Mazzini


AAMC Training Group Pty Ltd



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