Last week, our founders Marcus and our Head of Projects Christian had the opportunity to give a presentation on cold calling at SpinLab – The HHL Accelerator . SpinLab is much more than just a coworking space. It’s a place where innovation, entrepreneurial spirit, and networking converge. Startups from a wide range of industries work side-by-side with experienced mentors, exchange knowledge, and develop ideas together. For us, it’s always inspiring to be part of this environment – and even more rewarding to share our knowledge with other founders there.
Marcus and Christian’s presentation, entitled „Cold Calling – Mastering Outreach. Conquering Markets ,“ explored why cold calling in B2B sales – especially in the SaaS sector – remains one of the most effective methods for acquiring new customers. In addition to concrete strategies and best practices, they also addressed the right sales mindset and the importance of continuous learning.
Exchange in SpinLab: Learning from each other
The evening at SpinLab was not just a presentation, but above all a lively exchange. Numerous participants – from founders and sales professionals to investors – took the opportunity to ask questions, share their own experiences, and gain new perspectives. It became clear that cold calling is not an „outdated“ sales tool, but a key component of successful outreach strategies – provided it is used correctly.
Especially in an environment like SpinLab, where innovative ideas meet entrepreneurial spirit, the response to this topic was particularly strong. Many startups face the same challenge: How do I start a conversation with potential customers if I don’t yet have an established brand name? Here, cold calling – when professionally executed – offers direct access to real decision-makers.
Why cold calling still works
In a world full of automated emails, social selling, and digital advertising campaigns, the classic telephone sometimes seems almost old-fashioned. But that’s precisely its strength. A personal conversation creates a human connection that no newsletter can replace.
In their presentation, Marcus and Christian emphasized that cold calling isn’t about randomly dialing phone numbers – it’s about communicating strategically and empathetically. Success in cold calling requires not only courage, but above all, structure, knowledge of the target audience, and a good sense of timing.
The most important basics of successful cold calling
Below we have summarized some key tips and insights from the presentation:
1. Preparation is everything
A successful cold call begins long before the first ring. Knowing your counterpart allows you to address them directly. This includes research: What challenges is the company currently facing? What are the priorities of the decision-makers? Only those who are well-prepared can conduct the conversation on equal footing.
2. The right mindset
Cold calling isn’t a „pitch“ in the traditional sense – it’s a dialogue. The goal isn’t to sell something immediately, but to spark interest and build trust. Someone who demonstrates genuine interest in the other person is perceived very differently than someone who simply recites a prepared sales pitch.
3. The first few seconds are decisive.
The opening is crucial. Instead of immediately introducing yourself and stating the reason for the call, it can be helpful to start directly with a relevant hook – such as an observation about the market or a question that sparks interest. Authenticity trumps script.
4. Active listening
Successful salespeople talk less than you might think. They listen. By actively engaging with the other person, they recognize early on where there is a need – and can strategically guide the conversation.
5. Secure the next step
Every call should have a specific goal – be it scheduling a follow-up appointment, providing a demo, or sending further information. It’s crucial that you conclude the conversation with a clear call to action. Without a next step, the impact of the contact is lost.
Dealing with objections: Rejection is part of the process.
One point that was particularly emphasized in the SpinLab discussion was how to deal with rejection. Even the best salespeople hear „no“ more often than „yes.“ The crucial factor is how you react. An objection isn’t a rejection, but often a sign of interest – just with reservations. Those who ask questions, show understanding, and remain professional increase their chances of building trust in the long run.
Marcus and Christian gave a simple example: Instead of responding to an objection like „We already have a provider“
with arguments, a curious counter-question helps: „Interesting – what do you particularly appreciate about your current provider?“
This keeps the conversation going and opens the door to future opportunities.
Measure, learn, improve
A key component of modern cold calling is continuous optimization. Successful teams analyze their conversations, learn from feedback, and test new approaches. The goal is not to win every call, but to continuously improve the process.
The presentation emphasized that sales is not a static process, but a learning process. Successful acquisition arises from repetition, reflection, and adaptation. This is precisely the connection between startups and sales: both require a willingness to experiment, courage, and the ability to learn from setbacks.
Conclusion: Personal conversations create real relationships.
The presentation at SpinLab demonstrated once again that cold calling is not a relic of bygone sales eras, but a skill that remains essential even in the digital age . For startups that want to grow, personal contact with potential customers is an invaluable advantage.
It was an inspiring evening full of exchange, new ideas, and stimulating conversations. Our thanks go to the SpinLab team for the invitation and the wonderful atmosphere – and to all participants for their openness and curiosity.
Anyone who wants to delve deeper into the topic will find numerous practical examples and strategies in Marcus and Christian’s presentation for successfully using cold calling in their own sales – from preparation to follow-up.
About Salvvy:
As sales experts with passion and experience, we have one clear goal: more leads, more customers, more revenue for your company.
We work on a commission basis – meaning we only earn when you earn. Your success is our motivation.
From initial contact to closing the deal, we guide your customers through the entire sales cycle, ensuring they not only buy but remain delighted.
For measurable results and sustainable growth.
Salvvy – Your full-service sales agency.
