Cold Call Training Process to Increase Results 

Give Yourself and Others
Continuous Improvement 

A 5 step cold call training process that gives you, or your team, continuous constant improvement by prioritising target areas for change.

This proven training and coaching process will increase results for:


Telemarketing calls.

Making sales appointments

And retention calls.

I've used this training process to improve the ongoing performances of those already successful, people new to cold calling, and those struggling to hit targets. 

Now you can learn how to use it for your own success or to train others. 

Just follow the 5 steps below and enjoy the security and rewards that follow... 

The 5 Step Cold Call Training Process 

  1. Make 10 calls.
  2. Note the key points.
  3. Select targets for action.
  4. Cold call training and coaching.
  5. Test the changes

Step 1. Make 10 Calls

The first step in this cold call training process is to make 10 calls.

A call doesn't count towards your 10 if the line is busy, it goes to voice mail, or the person you need isn't available. Gatekeepers that stop you getting through do count towards your 10 calls. 

If the person you need to speak with genuinely isn't available there isn't a lot you can do about it. But if you are often prevented from gaining access to that person then you may want to learn sales techniques on overcoming gatekeepers.

After each call make some quick notes...

Step 2. Note the Key Points

After each call make some very brief notes on the key points. 

Note anything that could be improved and anything that stopped you moving forward on the call.

If you didn't close a telesale, make a sales appointment, or achieve your telemarketing objective, note the stage of the call you reached before being stopped. 

Note anything that could have worked better, or gone more smoothly. Did you stumble over any lines, or not know what to say. Note any objections that you were unable to answer and get past. 

Also remember to note what went well, what got a good reaction, what worked well in moving you forward on the call. 

If on your call you closed the sale, or made the sales appointment, great, but still make notes of what went well and what could be improved. 

You might find this useful, it's a Call Feedback and Analysis Form that I've used while training telesales agents for a cable TV company. Feel free to copy it, use it, or make changes to it: Call Feedback and Analysis Form 

Step 3. Select Targets for Cold Call Training Actions

After each set of 10 calls look at the notes you've made and add a summary of the points noted. 

Look for trends where the same points for improvement occur more than once.

These may not have occurred at the same point in each call but the points noted are similar.

For example, the same objection comes up on several calls but at different stages in each call. 

You also want to highlight any trends related to where you get to on the calls before the prospect stops you.

If on several calls you were stopped at the same stage but for different reasons add that to your summary notes.

The trends that you identify will help you to decide on the parts of your calls to target with cold call training actions.

If there are no common trends note the main areas of the calls that you want to improve. What stands out as a big problem, what will make the biggest difference, and be honest especially if coaching yourself.

Prioritise Areas for Training Actions

Now you should have a list of key points and parts of your cold calls that could be targets for training actions.

My advice is to select one target for training actions from your list and focus on it. You get much better results by putting all your effort into making one change and then moving on to the next one.

So now prioritise your list to target your cold call training actions and select what you think is the most important target for change. 

If all the points on your list are of similar importance then target the one that comes first in your call. 

How to make the changes

Before you can achieve positive change you have to know what those changes will look like. 

In your list of targets for change from Step 3 you selected one part of your call to work on. Now note next to that target what it will be like when you have successfully made that change. 

Here's an example from my experience of coaching telesales teams:


The telesales agent identfied in Step 2 that they were getting objections and excuses to end the call just after they gave their Reason for Calling in the Introduction Stage.

In Step 3 they decided that this is a priority target for change as it comes so early in the call. 

Now in Step 4 they build a clear picture of what will happen when they have worked on the reason for calling and made it more effective.

In the picture they created the prospects continued to listen after the reason for calling was given. Their interest was kept by using clear potential benefits the prospect could gain, and the telesales caller moved the prospect forward to the next stage of the call. 

Now write a brief description of what it will be like when you have sucessfully used targeted cold call training and made positive changes to your calls.

Once you've done that move on to Step 4 to find the best sales training to give you the changes that you want...

Step 4. Cold Call Training and Coaching 

Now you know what you want to change the next step is to decide on the actions you will take to make the targeted changes. 

It's important to remember that no one person, trainer or manager, has all the answers.

I've been training and coaching sales people for 25 years and I can't come up with instant actions for every situation on telesales or telemarketing calls. So don't get despondent if you don't know what actions to take. 

If you can end up with a sentence that defines exactly what you want to change, and the outcome that you want from that change, it makes it a lot easier to find the cold call training actions that you need.

The following sales training technique will define exactly what you want...

Questions to Ask to Define Actions to Take

To identify what training actions to take ask these questions about the part of your call you want to change:

  1. What's the difference between the outcome I am getting now and the outcome I want?
  2. To get the outcome I want what do I have to do that I'm not doing now?
  3. What do I need to stop doing?
  4. What do I need to add?
  5. If I don't know what changes to make where will I find that cold call training?

Now write one sentence that sums up exactly what you want to change and what the outcome of those changes will be. I've given you a real example to follow below.


Using a real example from a coaching session with a cold call telesales agent here are the answers they gave to the questions above:

1. I want prospects to listen to the Introduction Stage of my calls and move with me to the Questioning Stage.

2. I need to keep the attention of the prospect.

3. Saying things that cause them to not listen and give excuses that end the call. 

4. I need to add a really effective reason why I'm calling that makes the prospects want to hear more.

5. I'm hoping you're going to tell me that.

Summed up in one sentence: 

'I am going to change my reason for calling to one that includes good benefits and holds the prospect's interest, and prevents objections at the early part of the call so that I can get to the Questioning Stage.'

That one neat summary sentence should clearly identify what changes you want to make to your cold calls.

You know exactly what you want to change and the outcome you want from that change. Using this process to end up with a concise sentence is a great way to coach yourself, or others, on taking actions to become more successful. 

All you need to do now is find the cold call training that you need to make the changes happen...

Where to Find the answers

The work you have done while completing this process has all been aimed at identifying what it is that you need to change and what your desired outcome of that change will be. 

That's the hard part done and now you can look for cold call training on the precise part of the call that will give the defined outcomes that you want. 

If you're sales manager or trainer coaching others then maybe you already know what actions to take. If you're coaching yourself there are many resources that you can use, obviously I suggest starting with this website by using the search box below or the navigation bar on the left. 

There are many other online and offline resources that you can use. 

  • Search engines.
  • LinkedIn or other business media.
  • Talk to other sales professionals.
  • Invest in an online course. Take a look in our Shop

Now there's just one last step you need to take...

Step 5. Test for Success 

When you've completed the process above the last step is to test your actions.

Make 10 more calls and see if the actions have been sucessful. See if upi know have have the outcomes that you wanted.

If you don't, go back to Step 1 and keep refining your calls until you get the outcomes you want. 

If the actions that you have taken are sucessful you can move to the next area of priority on your call notes from Step 2, or start again with a reassessment of 10 calls and use the cold call coaching process to make more positive changes. 

You'll find the more you use the process the quicker you complete it.

This process should be an ongoing exercise and it will give you constant improvement, great results, and the rewards of a successful sales career.

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