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Cold Calling Done Right: What to Avoid, and What to Do Instead

The dos and don'ts of cold calling for service businesses: timing, tone, what to never open with, and how a CRM keeps the follow up from falling apart.

By Mark Koemans 2 min read

Illustration of a sales team on the phone at their desks in a dusk lit office, with a mail icon, a contact list and a rising bar chart on the wall behind them

This article is also available in German.Read the German version

Cold calling is still one of the most direct ways to connect with potential clients, when done right. But there’s a fine line between creating an opportunity and burning a bridge. Here’s a clear guide on what not to do, and what makes a cold call truly effective.

❌ What NOT to Do: Cold Calling No-Gos

1. Calling at the wrong time

TimeVerdictWhy
09:30 to 11:30CallPeople are at their desks and still fresh
12:00 to 13:00Do not callNobody wants a sales call over lunch
14:00 to 16:30CallThe second good window of the day
After 17:00Do not callThe day is over, and so is the patience
SundaysDo not callPersonal time, an intrusion every time
When to call, and when to stay off the phone

2. Using Shady Tactics

  • Don’t start with “I have something free for you”, it screams sales trick.
  • Never lie or create fake urgency, trust, once lost, is hard to rebuild.
  • Avoid calling without knowing who you're talking to, it shows disrespect and lack of preparation.

3. Rushing or Faking the Conversation

  • Jumping into your pitch too fast makes you sound pushy.
  • Forced small talk feels inauthentic.
  • Persisting when there’s clearly no interest wastes everyone’s time.

✅ What Works: Cold Calling Best Practices

1. Choose the right time

Call during working hours, in the two windows in the table above, and avoid mealtimes and end-of-day fatigue.

2. Be Authentic and Respectful

  • Introduce yourself clearly and explain the reason for your call.
  • Be honest, people can spot fake enthusiasm a mile away.
  • Ask: “Is now a good time?”, it shows you respect their schedule.

3. Make It Personal

  • Start with a genuine reference: “I saw that you…”
  • This shows you've done your homework and aren’t just cold-dialing a list.

4. Listen More Than You Talk

  • Let the prospect speak.
  • Show real interest, not rehearsed responses.
  • Empathy beats any pitch script.

5. Follow Up, Always

  • Even if there’s no immediate yes, leave the door open.
  • Objections are chances to build trust, not roadblocks.
  • Use your CRM to schedule the next step.

6. Use the Right Tools

A solid CRM system keeps you organized and consistent. 👉 We recommend HubSpot, it helps us manage conversations, track progress, and stay personal even at scale. Have questions about using HubSpot effectively? Get in touch, we’re happy to help!

7. Keep it human

  • Speak like a real person, not a script-reading robot.
  • People buy from people, not from templates.

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Empathy beats any pitch script. If the person on the other end feels heard, the call has already done its job, whether or not it ends in a meeting.

If you want the follow up to actually happen, put it in a system. Here is how to set up a free HubSpot account and send your first campaign in 22 minutes.