How can I request B2B cold calls

Acquiring new customers: 39 ideas how to make it easier and more successful

A source of acquisition ideas is a good thing. Prerequisite: They are implemented.

The euphoria at the beginning of the new year has been somewhat exhausted.

Winter has a firm grip on us.

(Even us now in Cyprus.)

Still, business has to go on ...

Which is why we thought you'd find ideas for attracting new customers very good.

And we've updated our list.

Or updated?


It is about concrete acquisition tactics.

And tips on how to make your way of working even more successful.

The disadvantage: This list only lives on one ...

From the implementation.

Acquiring new customers: implementation and persistence are the beginning

You know, successful sellers don't ask: Why are no customers coming? Rather: What else can I do to make them come?

So pick a tip or two from this list.

And then implement them. No more - because tons of acquisition tips don't help. But the ones that work well for YOU.

Without further ado, let's get down to business:

# 1 - Good timing

I reached CIO's early at 7am, on Fridays after 6pm and sometimes on Saturdays in the office. There is no such thing as a bad call time. There is only one time that is unfavorable for YOUR customer acquisition.

Test different times.

Also long days or days before the holidays. Many managers use the quieter time to process documents. And they are more relaxed. Oh yes ... and the secretariat is sometimes deserted.

More here: frustration with telephone acquisition. New call times, new results.

# 2 - Planned vs. chaotic

Plan your acquisition calls like an important meeting. Enter the appointment in your calendar. Prepare yourself. Have the relevant documents ready.

And you know that I'm right ...

If you don't start preparation until you want to call, it will fail.

# 3 - competition - with yourself

When I only did phone calls for customers, that sometimes meant 70 calls. Every day. When a customer wanted to fill an important event, there wasn't much time.

Still, every call had to be personal.

My method: I competed with myself. And of course I was rewarded too ... Read more here.

# 4 - Not around ...

Old school salespeople unfortunately still advise dropping by the secretary. Which does not work. And it's not smart because you're wasting opportunities.

It is much better to see them as the boss's extended arm.

Here more: 6 tips to convince the secretary.

# 5 - At the right time ...

You can do this by using trigger events. They are simply door openers to customers. It is the moment when customers are open to change.

Or when you realize they have a need.

If you stick with it now, these are the hottest leads you can get.

# 6 - Google Alerts as a door opener

If you only have a few customers, you are better positioned for acquisition with a Google alert. You will learn new things early on about the customers you want to win.

Because nothing is worse than having to admit in a conversation with a decision maker that something has been in the news for days, but you slept through it yourself.

Plus - you know more about trigger events ...

# 7 - become more productive ...

By scripting the working day. Even better (if possible) - plan your week in advance. The advantage of this - your brain runs a bit on autopilot.

Before you ask at the most productive time: What should I do now ?, you have already made the first 5 calls.

More here: Scripting. How to do the really important things.

# 8 - The 5 second rule ...

If just thinking about it makes you knot in your synapses, try this ... Jump in.

This recommendation is based on the 5 second rule.

A strategy that is not entirely new ... but is immensely effective. Don't think, don't procrastinate, don't think twice.


More about this strategy here.

Do this for four weeks and you'll be amazed how much you've accomplished.

# 9 - The next step ...

Another big mistake that can hurt the number of appointments. When you have someone on the phone, arrange the next step. Always.

That can mean that you send documents. This may mean that you will call again afterwards.

Whatever you do, prepare your next move, like a game move. More about it here:

Selling correctly on the phone: never without taking the next step

# 10 - research - beforehand

Productivity in sales is THE secret weapon if you want to win more customers. But do you also use them? Or do it more like this:

A customer jumps off. The numbers speak (red) volumes. And there is an urgent need for a new order ...

So sit on your phone.

But instead of searching through the database ... wasting time and realizing that your contact person is not the right one, researching further ... getting frustrated ...

Do your research for cold calling beforehand.

Or let an employee or student assistant do it. When you make blocks of calls, the chances are you'll stick with them - and get more done, much greater.

# 11 - Make yourself professional

It starts with knowing your target customers. It touches on the skillful start of the conversation, continues with a follow-up strategy, the acquisition loop, culminates in the use of useful technology, continues with the evaluation of your calls ...

And simply means good planning of the acquisition.

And because it's so important, there's a brand new article about it.


Organizing acquisition: 7 points on how to keep track of things on the phone

# 12 - Information is your currency

And that means: the better your information about your target customers, the better the points of contact you will find.

There are tons of ways to find information about potential customers. Via search engines, the Hoppenstedt, events. Research makes customer acquisition successful.


Oh yes, point # 11 tells you more about that ...

# 13 - Subscribe to your clients' magazines

The personnel consultants among you know that - Computerwoche, Handelsblatt, Manager Magazin, at least one newspaper was a must when looking for candidates and advising customers.

Why are newspapers helpful in acquiring customers?

Because you are automatically informed about your customers.

# 14 - work with incentives ...

Not with stimuli ... with incentives. An incentive or hook is a certain form of starting a conversation. He names a customer's problem that is so explosive that he cannot ignore it.

Which is why he's talking to you. Here more:

Start a conversation with Hook. The door opener for difficult industries.

# 15 - LinkedIn for research

LinkedIn is one of the best tools for researching contacts and acquiring new customers. With 6 million users now, as the Tagesspiegel headlines.

This can be a very quick way to find a contact person and call them.

# 16 - Combine acquisition tools

Acquiring customers over the phone brings a lot. But also social media or advertising letters, wherever it is appropriate. Ideally, switch and combine tools.

This is proven to bring the greatest success.

Read more here:


Turning cold calling into warm calling: Five key strategies

# 17 - Go to events - your customers

I came across this acquisition strategy by chance. But it was extremely lucrative for me. Even if the initial investment was already substantial.

When you know what events and training your customers attend, book them. Carefully selected, this is an excellent way to win new customers in passing.

Read more here: The acquisition idea for entrepreneurs. Seminars that your customers attend.

# 18 - Twitter for research

Yes, social media is one of those things. It can be the greatest time killing machine. It can bring you more customers. It's similar with Twitter.

You can warm up cold calls by finding out about your contacts. Not in the sense of stalking.

But to create a personalized start of the conversation for your contact persons.

# 19 - Confident wins ... of course

I recently read that after a failed acquisition call you should call the contact person again and ask what the reason was.

The problem with this tip is ... it's wrong. Fundamentally wrong.

Because our reptilian brain is focused on only one thing: our survival. Neediness (or appearance) puts it off. After all, the feed could be in danger.

Have a listen to Martin Limbeck, he brings the topic to the point.

No, we didn't suddenly become hard-selling fans. But colleague Limbeck is right here. More from Oren Klaff, whose book Pitch anything definitely belongs on your bedside table if you want to sell successfully ...


# 20 - Sound natural

It is important to be confident. But how do you get that at the push of a button? How do you prepare yourself to be perfectly convincing in the crucial seconds?

I'm glad you asked ...

More here: Appear more convincing to customers: 6 physical phone acquisition tips

# 21 - Recognize buyers ... and non-buyers

This point is critical. Because if you chase after every supposed order, every request, no matter how small, you are failing to concentrate on real customers.

Or do better marketing.

That's why you learn to recognize buy signals. And deal with non-customers.

# 22 - Be persistent

I got my first management position because of my persistence. I didn't have a good command of English at the time. An interview with the VP Sales should be in English. I practiced for three days. Nonstop. Still - the TP noticed.

I told the truth, told about the preparatory marathon, and he was impressed by my persistence. Persistence is a sign of perseverance and seriousness. For your customers too.

More here: Eight Acquisition Strategies Your Competitors Avoid

# 23 - Understand service sales

Do not reel off the usual sales quote. Not with corporate customers and when you sell IT services and services. Because services, especially in the upper price segment, require special instinct. Do you have this?

More here: Service sales: 4 ways to convince customers.

# 24 - maintaining contacts

Maintain existing customer contacts. Not only do you have a good chance of completing an assignment there. These customers are already convinced.

But if you are not careful, you will go to the competition.

The English magazine CIO's writes that IT executives criticize the fact that sellers say goodbye after the deal until the new version, the next update, is due.

In the meantime - nada, nothing, niente, njet. No contact maintenance.

Bad mistake.

# 25 - Make use of recommendations

The easiest way to convince hesitant customers: through recommendations. That's why you ask good customers for recommendations.

Who could know a customer who knows someone looking for a solution? If you do a good job, you might be successful.

You can find 20 tips for referral marketing at the start-up scene.

# 26 - Asking beforehand works wonders

Whenever you send information. This tactic is one of the simplest and most successful door openers with the assistant. Why?

Because nobody does it.

We show how in our new webcast, which you can request here.

Over 80 minutes of the finest telephone acquisition training through which you can have better conversations with decision-makers. No, it doesn't cost anything. Just the email address.

# 27 - Send out very good emails

If contacts want information, this is an opportunity. If this information is worth READ. Because this is where many people make a crucial mistake.

Find out more here:

Documents, e-mails, flyers: 4 points make you successful.

# 28 - Personalize

A CIO has different goals than a head of marketing, a head of IT or a managing director. A contact person at a large corporation thinks differently about an investment than the owner of a medium-sized family business.

If you address everyone in the same way, what happens?

Nobody feels meant. Know you from dating. Although ... no. You don't, right?

More about this here: More qualified appointments in acquisition. Make it personal.

# 29 - Jump in with small offers

Let's be honest ... none of us believe a provider says: It's great that you call. We don't have a provider yet. THAT is not realistic.

And I'll say something about that in the new webcast ... just in passing.

If you have offers in which other providers are on board, a small introduction is recommended.

This makes it easier for customers to buy - and increases your chances of closing.

# 30 - Take care of your champions

You will make your life easier if you bring contacts on board who can help you win the contract. There are 5 people who can help you acquire new customers in B2B.

Find out more here: 5 partners you need if you want to win B2B customers

# 31 - Leverage customer testimonials

Corporate customers are skeptical. Much more skeptical than private customers because they have more to lose. Which is why you need to reduce the risk involved in the assignment.

Customer testimonials are one of the best ways. When you are in the right shape.

On Passion & Profit examples of testimonials that win customers.

And here we show you how to get customer testimonials


References in sales: how can I get more customer testimonials?

# 32 - Learn what that no means

A no can mean a lot when it comes to recruiting on the phone: No, I don't have time right now. No, I am overworked. No, I have a cold, I have a deadline and have to leave the office earlier today ...

No can never mean. But it doesn't have to.

Learn to interpret the different no's from your customers. Above all, a customer almost always needs trust in you and your performance.

# 33 - Send postcards

Online marketing is all well and good. But it is nowhere near all you can do to get customers.

Use offline options, such as postcards.

They automatically differ positively, because hardly anyone makes this effort. But there is also a catch: It takes time if it should look high-quality.

But one of the most successful salespeople of all time, Joe Girard, gained customers this way. Many customers …

# 34 - Use decision-maker language

Most of the time we talk about how our beak grew. You should act differently with your customers. The more you speak their language, the easier it is to start a conversation.

More about it here:

The short way to more appointments: Decision-making language.

# 35 - Leverage content

This means any information that is relevant to your customers. This can be an article that you send via email. This can be a checklist or a summary of a topic.

We have some customers who make such good contacts with contacts, maintain them and win customers.

And we do that too 🙂

More here: Establishing customer contacts made easy: Through content.

# 36 - Show what you can do

These can be samples of your work. For example our webcast telephone acquisition tuning. The recording of a mini-live telephone acquisition training, which shows that acquisition on the telephone does not have to be dust-dry….

You can convey your knowledge via a webinar, teleseminar or lectures. And of course via a newsletter.

Whatever you choose, it is an extremely powerful tool for convincing customers.

# 37 - Jump to the next level

Take on more responsibility - if you want more success. Sometimes it doesn't go well, sometimes it's harder, sometimes nothing works.

But the really successful salespeople stand out from the crowd.

They just raise the bar.

# 38 - Use empathy

This is one of the most important tips for customer acquisition over the phone. You may be underestimating it because it sounds rather homely.

Don't do that because it works.

Use empathy. Because empathy can open doors that you thought closed. And win customers.

Find out more here: 3 examples of how customers can open their doors to you faster.

# 39 - Know your customers' objections

Yes, you've heard a dozen times how great objections are (actually). Not convinced yet?

Then read this article: The 6 Most Common Objections and How to Handle Yourself Professionally

The key to successful objection handling?

Preparation. The better you are prepared for possible objections, the more confident you will remain.


There we have you - 39 ideas for acquiring new customers. So that it is easier for you to get into a conversation and stay motivated, even if it is often no picnic in sales.

And there are more ways. Which is why this list will certainly be added ...



What could you do now? Read …

Sending documents: four simple tips to keep them read

Not enough customer appointments? The six most common reasons

Gaining more new customers: 10 smart acquisition strategies