Your 3 C’s for Cold Calling are…Company, Contact, CRM.

Your 3 C’s for Cold Calling are…Company, Contact, CRM.

Cold calling is hard, but it can be effective if you do the right research upfront. Make sure to check these 3 factors before picking up the phone – the company, the contact, and the CRM. It is important to find this information beforehand.  The more you know about a potential client, the greater chance you have of showcasing your value to them.


Spending time understanding their industry or business can help you develop a better relationship with your prospect and not be viewed as just a “cold-caller”.  Calling with a purpose will display to the prospect that you will not waste their time because you have something to offer them. The right research will lead to deeper connections with your prospects.  Here are a few things you should know about a potential client before picking up the phone:

  • What is the industry?
  • What is the company all about? What do they do?
  • What is the prospect’s role?
  • Who are their primary customers? B2B or B2C?


Using LinkedIn as a resource is an easy way to gain insight into the prospect and their company. That information could include what “activity” they have been sharing, the prospect's current and past roles, how long they have been with their current company, and do you have any connections with them. If they are local, there is a chance that you both went to the same event recently, went to the same school, or share any hobbies!  These are all things you can talk about during your initial call to help develop a strong relationship with your prospect.


Another efficient way of prospecting is utilizing your company's Customer Relationship Management (CRM) system. Any experience with a specific prospect should be documented in your CRM, showing you any past business done with their organizations or if there were any interactions with them or their colleagues. If they are not in the system, you can upload your research and information to help build the foundation of a new lead when contacting them for the first time. As a result, when you return to their record, all the information will be right there for your next outreach.

If you want to discuss any of these concepts, please reach out to or call 1-800-880-1960. We offer expertise in sales, digital marketing, process consulting, and CRM.

We’d be happy to work with your organization and help you grow!

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