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Cold calling local businesses is still one of the most direct, personal, and effective ways to start real conversations that lead to sales.
When done right, it gives you immediate feedback, helps build trust, and allows you to address specific pain points in real time.
In this guide, you’ll see:
The success rate for having a conversation from a cold call is 65.6%, meaning nearly 2 out of 3 calls lead to a conversation.
Of course, this can vary depending on your industry, but the same logic applies as with cold emailing.
Not everyone will respond, but with a well-segmented list, the right opener, and a value-driven message, you can convert consistently through daily effort.
And the best part about cold calling?
That said, preparation is key. The better you prep, the more confident and relevant your call will feel.
A successful cold call starts before you ever pick up the phone. Here are three foundational steps:
Do your homework. Use tools like Resquared, Google, and the business’s website to gather insights like:
If a café has reviews about slow service, your pitch can focus on how your solution improves customer wait times.
Craft a pitch that speaks directly to what matters to them. Use this framework:
Resquared can help you:
Create your account and explore for free.
Our key features include a database of over 13 million local businesses, AI features to create a targeted list and launch campaigns in minutes (with reply rates twice the industry benchmark), analytics, and social media outreach tools.
Once you’ve done the prep, it’s time to dial in. Here's how to make it count:
The first 15 seconds matter most. Get to the point and show value quickly:
Cold Call Intro Script
Hi [Name],
I saw your team just expanded to [Location], congrats!
I work with other local [business types] to help them [outcome].
Can I share more information about this in your email?
Personalize the conversation using what you learned:
“You’ve got over 100 Google reviews, impressive! What’s been driving that growth lately?”
Use this consultative approach to guide the conversation:
Objections are common. Here’s how to turn them into productive conversations:
Gatekeepers aren’t roadblocks; they’re resources. Here’s a respectful approach:
Hi [Name],
I’d love to get [Decision-Maker’s] thoughts on something that’s worked well for other local businesses.
Would you mind pointing me in the right direction?
Call during lunch breaks or late afternoons when gatekeepers may be off the phones.
Most deals happen in the follow-up. On average, it takes about 3 cold call attempts to connect with a lead.
Be consistent, thoughtful, and respectful of their time.
Before ending the call, always confirm next steps:
Don’t send generic messages. Instead:
Cold calling local businesses still opens doors if you approach it with preparation, personalization, and follow-through.
The secret isn’t in the script. It’s in how well you tailor it, listen, and follow up.
With these strategies, you’ll turn cold calls into warm leads, and warm leads into paying customers.
Download our Cold Call Cheat Sheet to keep studying about sales calls!
Try this script:
Hi [Name], I’m [Your Name]
I’m hoping to speak with [Decision-Maker] about [solution], but wanted your take first—does this seem like it could be relevant?
Also, try calling during slower hours like lunch or near the end of the day.
That’s normal. Use active listening. Ask questions to understand why. Then reframe with a relevant benefit:
“Totally fair. Most of our clients felt the same, until they saw a 3x ROI within 90 days.”
Use your CRM or a tool like Resquared to:
