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Capability Library


Cold calling and telemarketing

Cold calling and telemarketing

Related Terms:

Cold calling and telemarketing refers to the process of making unsolicited calls to potential customers to sell the business’s products or services. The process involves identifying potential customers, preparing a script, and making a persuasive pitch over the phone.

Beginner competence definition

At a beginner level, individuals are able to understand the basics of cold calling and telemarketing. They are able to prepare a basic script and deliver a persuasive pitch over the phone, and can demonstrate persistence and resilience in the face of rejection.

Intermediate competence definition

Intermediate-level individuals are able to develop and implement a cold calling and telemarketing strategy that aligns with the business’s overall goals. They can use advanced communication techniques to build rapport with potential customers and overcome objections. They are also able to use data to optimize their cold calling and telemarketing approaches and track their success.

Advanced competence definition

Advanced-level individuals are able to lead the development of a comprehensive cold calling and telemarketing program for the entire sales team. They can use advanced communication and persuasion techniques to deliver a persuasive pitch over the phone. Advanced individuals can anticipate potential objections and address them proactively. They are also able to coach and mentor other members of the sales team in effective cold calling and telemarketing techniques.


Product and industry knowledge


Field sales and face-to-face selling

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