Cold calling training: turning cold lists into predictable meetings
Two training days with live calls and a business actor, followed by twelve weeks of Golden Hour™ with support from the trainer. For inside and field sales, in-house in Germany, Austria and Switzerland or remote, in English or German.
For teams that do not leave new customers to chance
The training is for B2B sales teams that sell complex products or services and whose new business has so far come mainly from referrals, trade fairs or inbound enquiries. Typical triggers: a new product, a new market, a team that has looked after the same customers for years, or a pipeline that has become too thin.
Suitable for inside sales, field sales, key account and inside sales teams, from newcomers to experienced salespeople who avoid the phone out of habit. Sales managers usually take part, because the routine after the training depends on them.
If you first want to understand how B2B cold calling works and what the legal rules are, you will find the basics on our page B2B cold calling (German).
What runs differently after the programme
Every participant has a fixed Golden Hour™ in the calendar and a prepared list for the next day. “When there is time” becomes an hour that does not get moved.
The team measures decision-maker conversations, not dial attempts. Three per hour to start, five as the target. The numbers are visible to everyone.
Opener with a reason, relevance hypothesis, developing the need, next step. Not a script, but a sequence everyone on the team masters.
For the eight most common objections, every participant has their own trained response. “Just send me some information” no longer ends the conversation.
From the concept day to routine
Cold calling training at selling2b is not a one-off day. The programme is built so that the routine keeps running after the training, because the trainer is still there when things get difficult.
Together we clarify target customers, typical contacts, the real objections in your market and the state of your lists. These become the cases the training works on. You meet the trainer before you decide.
Preparation and relevance hypothesis, conversation structure, objection handling. From the afternoon, simulations with a business actor: the customer on the other end is a trained actor who reacts like your decision-makers and then gives feedback from the customer’s perspective.
Participants call their own lists and real target customers, in pairs, with the trainer in the room. Every call is briefly reviewed, then comes the next one. This is where the inhibition disappears and the first meetings are booked.
The team starts the daily hour. The trainer supports with weekly follow-ups: reviewing KPIs, debriefing calls, sharpening objection handling. Results in meetings show from week one, in closed deals after about 90 days.
Six modules, on your cases
Why prospecting gets avoided and what helps. Tomorrow’s list, finding triggers, ten names with one opener each.
Ideal customer profile, identifying the right contact, direct lines instead of the switchboard, dealing with assistants.
The first 20 seconds: name the reason, state a hypothesis, spark interest without a pitch. With examples from your industry.
Questions that get decision-makers talking, listening, moving to the next step.
The eight most common objections in B2B cold calls, developing your own responses and training them in simulations with a business actor.
CRM discipline, follow-up reminders, the right KPIs, Golden Hour™ as a team routine with leadership.
Who delivers the training
A senior trainer from the selling2b team who has spent years prospecting and leading sales teams, plus a business actor if needed. Which trainer suits you depends on industry, language and team. You meet them in the concept call.
Three routes to cold calling training
Two days at your premises or in a conference hotel, followed by twelve weeks of support. For teams of six or more, on your lists and customers. The standard format.
For individuals and small teams: the annual open sales training near Munich, held in German, with a maximum of eight participants; cold calling is a core module.
The Golden Hour™ method for self-study, for salespeople who want to start straight away, or as preparation for the in-house programme.
From practice
Sales programme for the sales team of a leading full-service promotional products provider: new business prospecting, trade fair prospecting, needs analysis and cross-selling, with a senior trainer and a business actor on the team’s own customer cases. The team applied the methods straight away at the next trade fair and in day-to-day business. The partnership continues with a follow-up programme.
“Absolutely recommended. The content could be applied immediately. Contacted new customers straight after the training and felt the difference.” (translated from German)Hakan Icer, Head of Sales, Cox Automotive
“As a newcomer to sales, the training got me ready. Thanks to the practical tips, every conversation now goes noticeably better.” (translated from German)Gerhard Wegmann, Managing Director, enerix Cham
Questions about cold calling training
How many participants make sense?
Six to twelve per group. Below that, simulations lack dynamics; above that, not everyone gets on the phone often enough on the live-call day. We split larger teams into groups, with two trainers in parallel if needed.
Do participants really make live calls?
Yes, on the second day, with their own lists and real target customers. It is the part most people dread and the part that changes the most. The programme’s first meetings are usually booked on that day.
What happens after the two days?
Twelve weeks of Golden Hour™ in the team, with a weekly follow-up by the trainer, remote, 45 to 60 minutes each. Without this phase a prospecting training fizzles out after two weeks, which is why it is part of the programme.
Which industries is the training suitable for?
For B2B sales of complex products and services, across industries: industry and mechanical engineering, software and IT, consulting and services, pharma and medical technology, energy, logistics, finance and insurance. The cases in the training come from your market.
Is cold calling even permitted in our country?
The rules differ between Germany, Austria and Switzerland, especially for phone and email. You will find an overview with primary sources on our page B2B cold calling (German). In the training we work with approaches that suit your market. We do not provide legal advice.
Which languages can the training be delivered in?
English and German with trainers from the team; French, Italian and Spanish for business actor simulations and selected trainings. We clarify details in the concept call.
