Cold calling can feel like stepping onto a battlefield with nothing but a smile and a script.
But after knocking on over 20,000 doors in college, cold calling Fortune 500 companies in software sales, chasing down literary agents as an author, and pitching speaking gigs as a keynote speaker, I’ve learned that the way you open your cold call is EVERYTHING.
And let me tell you, most people get it wrong.
In fact, most of the scripts out there are terrible.
They’re robotic, outdated, and totally ineffective.
So let’s flip the script (literally) and break down the mindset, the mistakes, and the 3-step method that actually works to hook and build trust with your prospects.
Start With the Right Mindset: Serve, Don’t Sell
If you’re showing up on a cold call trying to close, you’re already losing. The real win is in serving, not selling.
At Brand Builders Group, we call this “service-centered selling.” It’s not about tricking or manipulating people into saying yes.
It’s about finding the people who could genuinely benefit from what you offer and giving them a real chance to explore that.
Your job isn’t to convert every “no” into a “yes.”
Your job is to find the yeses.
That subtle shift will not only improve your results, it will completely transform how you feel about cold calling.
Here’s what we like to say: There is no fear when the mission to serve is clear.
When your heart is aligned with helping, rejection isn’t personal.
It’s just part of the process.
The Most Common Mistakes That Kill a Cold Call Instantly
Let’s clear out a couple of big mistakes that most people make right out of the gate.
1. Leading with your company name
Nobody knows your company.
Even if they do, that’s not how normal people talk.
If you called a friend and said, “Hey, it’s Rory Vaden from Brand Builders Group,” they’d be like… why are you talking like that?
Instead, just say your first name.
That’s it.
It feels natural, real, and human.
2. Starting with a question
“Do you have a minute?”
Stop asking this question.
Nobody has a spare minute.
And questions like “How are you doing?” just sound like cheesy sales lines.
All of these are signals that say “I’m a salesperson, get ready to be pitched.”
And that creates immediate resistance.
Instead, aim to sound like a friend—conversational, confident, and real.
The 3-Step Cold Call Opener That Actually Works
Here’s how to nail those crucial opening seconds, the first 30 that determine whether you’re in or instantly tuned out.
Step 1: Conversational Tone + Acknowledge the Unknown
Start like this:
“Hey, is it Lisa? Hey Lisa, this is Rory. And you and I haven’t had a chance to meet yet.”
Boom.
No full name.
No company name.
No weird small talk.
You’re letting them know you’re a stranger but not a threat.
This simple statement opens the door just enough to move to step two.
Step 2: Use the Magic Phrase — “The Reason I’m Calling Is…”
Don’t waste time saying you’ll get to the point.
Just get to the point. Say: “The reason I’m calling is…”
That phrase immediately grabs attention. It signals you’re not here to waste time. You’ve got a purpose, and it’s time to get to it.
But instead of going into a pitch, you’ll do this…
Step 3: Talk About Who, Not What
This is the secret sauce.
Most people immediately talk about what they sell or where they’re from.
Don’t do that.
Instead, talk about who you work with.
Say:
“I’m the one talking with all the IT directors at small businesses here in Cherry Creek, Colorado.”
Why does this work?
Because it shifts their focus from “Who are you and why are you calling me?” to “Wait…am I the right person you’re trying to reach?”
That tiny shift in thinking opens the door wider.
You’ve gone from interrupting their day to being someone they might actually want to talk to.
Bonus Move: Drop a Few Specific Names
If you have permission, use names of other people or companies you’ve worked with or spoken to in their area or industry.
Example:
“You might know Tom Williams at XYZ Company or Mike Lorenzo over at ABC.”
Even if they don’t recognize the names, the specificity builds trust and shows you’re plugged into their world.
Just make sure you have permission to drop those names, and if you don’t have clients yet, frame it honestly:
“I’ve been talking with other folks like Tom Williams at XYZ — maybe you’ve come across him?”
It’s All About Them, Not You
Ultimately, cold calling isn’t about pushing a product.
It’s about helping someone see a possibility, one that could genuinely benefit them.
Shift the focus away from you, your product, your company and on to who you help and why it matters.
That’s how you go from dreaded cold calls to powerful connections.
Want More Help Building a Brand That Converts?
If this clicked for you and you’re trying to build your brand, grow your influence, and serve more people, you should check out Brand Builders Group.
This is exactly the kind of stuff we live and breathe.
From service-centered selling to world-class personal brand strategy, we help mission-driven messengers like you build trust and grow their reach.
Interested? Schedule a free brand call with us!
