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Cold Calling and Appointment Making

Cold Calling and Appointment Making


The aim of this workshop is to help sales staff achieve a greater appreciation of the importance of cold calling for SME’s as a very cost effective tool. They will learn to become more effective in their ability to influence and communicate with customers using the telephone to grow sales. Participants will gain a greater awareness of customer’s expectations, learning to develop the necessary skills in using the telephone to overcome reluctance, deal with rejection and effectively generate leads, make appointments and close sales.

Course Content

  • The essence of professional communications for selling on the telephone
  • Utilising the phone as a cost effective sales tool for any SME business
  • Overcome reluctance and deal with rejection through preparation and planning
  • Make cold calls with confidence and deal with reception
  • The importance of a positive attitude to create great first impressions
  • Guide the customer through the 4 steps of the sales cycle to generate the appointment
  • Create and deliver the perfect sales pitch to grab the customers attention and build interest
  • Influence customers with your tone of voice – it’s not what we say, it’s how we say it
  • Show empathy and build great rapport through active and essential listening skills
  • Get the customer talking and uncover their needs using skilful questioning
  • Pre-empt customer issues, deal with objections and qualify the price
  • Talk in the customer’s language, present relevant benefits and make a connection
  • Avoid overselling, recognise verbal buying signals and ask for the appointment
  • Create and use winning sales scripts – ideal for small businesses
  • Work the numbers in cold calling – qualify leads and generate appointments
  • Keep to a schedule, take detailed notes and analyse calls for continuous improvement

Learning Objectives

After completing the workshop, each participant will be able to:

  • Apply highly developed communications skills for improved customer relations
  • Become assertive & improve efficiency on the telephone via better preparation and planning
  • Maximise opportunities with the phone to generate sales appointments cost effectively
  • Overcome cold call reluctance, handle rejection and create opportunities through cold calls
  • Present a professional image, have the right attitude and build trust with the customer
  • Talk to customers in their own language and with the right tone of voice
  • Guide the customer effectively through each stage of the sales presentation
  • Get the customers attention and engage in conversation through stimulating introductions
  • Really listen to customers and pre-empt customers’ needs through skilful questioning
  • Build a case, present the benefits and handle objections effectively
  • Show discretion and tactfulness, when helping customers make the right decision
  • Learn to recognise buying signals, know when to ask for the appointment and close the sale
  • Apply adaptable skills to generate appointments in a confident and competent manner
  • Write slick sales scripts to win sales and create happier customers
  • Develop personalised communications with clients generating happier customers


Training is held as a one or two-day workshop, with group discussions, exercises, case studies & feedback based on individual/group needs.  Each learner receives a workshop manual.  Follow up mentoring sessions can be provided with this workshop where participants make live calls.

Target Audience

A practical and interactive one to two day workshop, the course is designed for business owners and sales staff who wish to make effective outgoing cold calls to prospects and customers, in order to generate sales appointments.

Dates and Venues

  • 28th November 2018. 9:30am – 5:00pm Dublin. (Venue to be confirmed.)


One day course: €230 ISME Members, €325 Non Members

Booking Essential

Members please log in to avail of your discount


ISME Skillnet