Cold calling still plays an important role in the B2B sales process. However, it’s often associated with endless phone calls, standard scripts, and scheduling as many appointments as possible. Especially when you’re selling a complex solution, that’s not the way to build new business relationships.
Cold calling works for complex B2B sales as well, but the approach makes all the difference. It’s not about calling as many organizations as possible, but about reaching relevant companies, speaking with the right person, and having a substantive conversation that addresses the prospect’s specific situation.
At FindBusiness, we’ve noticed in conversations with companies in industries such as software, technology, mechanical engineering, and business services that this is precisely where the challenge lies. A prospect doesn’t always have a specific purchasing need right away. The sales opportunity often doesn’t arise until you understand what’s going on within an organization.
What is cold calling?
Cold outreach is the active process of approaching potential customers with whom you do not yet have a business relationship. This can be done by phone, email, LinkedIn, or other channels. In the B2B sector, cold outreach is often directly associated with phone calls, but the concept is broader: you actively seek out organizations that might be of interest as customers.
The difference lies mainly in what you want to achieve with that initial contact.
In a simple sale, a sales conversation can be relatively straightforward: the need is clear, the solution is known, and the decision can be made quickly. In a complex B2B sales process, however, things are different. Consider, for example, ERP software, cybersecurity, managed services, mechanical engineering, installation engineering, or HVAC. The acquisition often has a major impact on the organization; multiple stakeholders are involved, and the sales process can take months or even longer.
That's why cold calling in this market isn't just a way to generate appointments. It's a way to to build new business relationships and gain early insight into what’s going on with potential customers.
Does cold calling still work in B2B?
Yes. But not when cold calling is structured as a volume-based model.
A common belief is that potential customers are now approached via LinkedIn, email, and other digital channels, and that telephone contact is therefore becoming less and less relevant. In complex B2B sales, however, we see that personal contact can actually add significant value. See also: Cold calling—old-fashioned?
Not because a phone call automatically leads to an appointment, but because during a call you get information that you wouldn't easily get through a standard digital message.
For example, a prospect might indicate that a particular issue is not a priority at the moment, but that changes are on the horizon within a year. Or that they already have a supplier, but are running into certain limitations with that supplier. That kind of information is commercially valuable, even if it doesn’t lead to a concrete agreement at that moment.
Cold calling, therefore, isn't just about creating immediate sales opportunities. It's also about become visible before a potential customer actively starts looking for a solution.
In complex B2B sales, new business often begins before the purchase inquiry is made
An organization usually doesn't decide overnight to implement a new ERP system, find a different IT partner, or purchase a new machine.
Such a decision is preceded by a series of developments. An organization grows. Processes become more complex. An existing system no longer meets the needs. A contract expires. New risks arise. Or the executive board decides that a particular strategic change is necessary.
For a supplier, the business opportunity therefore often arises even before a formal purchase request has been made. That is why it is worthwhile to look not only at organizations that now not just looking for a solution, but rather focusing on organizations where developments are taking place that could lead to a need in the future.
That requires ongoing contact with the target audience. It’s not about making a single call and then disappearing; it’s about building relationships and continuing to monitor relevant indicators.
Why a Standard Sales Pitch Often Doesn't Work in Complex B2B Sales
When cold calling doesn't produce the desired results, people are quick to conclude that cold calling doesn't work.
In our experience, the problem often lies elsewhere: the content of the conversation isn’t sufficiently tailored to the person you’re talking to. A standard pitch often starts with the company’s own offering: what the company does, what products it offers, and what benefits the solution provides. That’s understandable, but for a potential customer who isn’t even considering a purchase yet, that isn’t always relevant.
A meaningful conversation starts somewhere else.
- What's going on within the organization?
- What are people running into?
- What developments are on the horizon? And what impact will they have on the organization?
That doesn't mean you should hide your product or service. It means you first need to understand why a solution might even be relevant.
This is particularly true for technical decision-makers, for example. An IT manager or CTO doesn’t necessarily want to hear a list of features right away. The relevance becomes clear when it’s evident what problem a solution can help solve within that specific organization.
Effective cold calling is all about asking questions
A strong prospecting conversation doesn't feel like a sales pitch.
The person you’re speaking with should be given the opportunity to explain his or her situation. This requires asking the right questions and, above all, listening carefully. It’s not about going through a pre-prepared list of questions that every organization uses. The person’s answers determine the direction the conversation takes.
That is precisely where the difference lies between a conversation intended solely to schedule an appointment and one that actually delivers commercial value.
For example, if someone says that a current solution is working well for now, that might signal the end of the conversation. But it could also be a reason to ask further questions. Why is the current solution working well? What limitations still exist? Does the organization anticipate any changes? And when might another time be more appropriate?
This generates information that a sales team can use to move forward.
Cold calling requires consistency
One of the biggest challenges in cold calling isn't the initial contact, but the follow-up.
A potential customer isn't always available. An organization may not be a priority at that moment. A decision-maker may be in the middle of a project. Or the timing may simply not be right. That doesn't automatically mean the prospect isn't worth pursuing.
In complex B2B sales, it can actually be valuable to reach out again at a later time—not with the exact same pitch, but based on the information gathered during previous conversations.
That is why a structured approach to the market is so important. If acquisition is only addressed when an account manager happens to have some spare time, there will be no steady stream of new relationships and sales opportunities.
See also: The Agony of Cold Calling
When is cold calling a good option for a B2B organization?
Cold calling is particularly useful for B2B organizations with a a clear product-market fit and a complex, long-term sales process.
For example:
- An asset manager that provides software for offshore environments and ATEX zones;
- An ERP provider for the facade construction industry;
- Or a machinery manufacturer that provides industrial dehumidification solutions for the cheese and meat processing industries.
It is precisely with these types of specific propositions that it is important to target the right organizations and contacts. When account managers and sales managers don’t have enough time for this, external sales support can be the solution.
At FindBusiness We view telephone-based market outreach as an extension of the sales team, not as a volume-driven model. From the heart of Brainport in Eindhoven, we engage in substantive conversations with relevant organizations, with the goal of building new relationships, identifying commercial opportunities, and securing sales appointments when there is a genuine need to do so. Don't just make as many calls as possible; instead, engage in dialogue with the right organizations and decision-makers.
How to Approach Cold Calling the Smart Way?
Frequently Asked Questions About Cold Calling
What is cold calling?
Cold outreach is the active process of reaching out to potential customers with whom no business relationship yet exists. This can be done by phone, email, LinkedIn, or other channels. In B2B lead generation, cold outreach is often used to build new business relationships.
Does cold calling still work?
Yes, cold calling can still be effective in B2B. Its effectiveness depends heavily on the target audience, the complexity of the sales process, and the way in which contact is established. In complex B2B sales, a substantive conversation is often more important than a high volume of contact moments.
How do you approach cold calling in complex B2B sales?
Start by identifying a clear target audience and determining which organizations are relevant. Next, it’s important to reach the right contact person and avoid starting the conversation with a sales pitch. In complex B2B sales, cold outreach is primarily about understanding the prospect’s situation, identifying relevant developments, and building a relationship.
How important is follow-up in cold calling?
Follow-up is important because the initial point of contact does not always coincide with the right sales opportunity. Especially in complex B2B sales, the need may not arise until later. By consistently reaching out to relevant prospects, you increase the likelihood that you’ll be there when a specific sales opportunity arises.
What is the difference between cold calling through a call center and FindBusiness?
With a traditional call center approach, the emphasis is often on volume and the number of appointments. At FindBusiness, the focus is on relevant organizations, substantive discussions, and building business relationships. We don’t use standard call scripts; instead, we adapt to the conversation and the caller’s situation. This creates an opportunity not only to secure a sales appointment, but also to gather valuable market information and build long-term relationships.
Is cold calling suitable for technical companies?
Yes. Cold calling can be particularly beneficial for technology companies when the target audience is specific and the sales process is complex or lengthy. Examples include software companies, ERP providers, managed service providers, cybersecurity firms, and machinery manufacturers. The approach must be tailored to the knowledge and context of the person you’re speaking with.