How to Cold Call Local Business Owners

Griffin Morris·July 14, 2025

Cold calling local businesses is still one of the most direct, personal, and effective ways to start real conversations that lead to sales.

When done right, it gives you immediate feedback, helps build trust, and allows you to address specific pain points in real time.

In this guide, you’ll see:

• Why Cold Calling Still Works
• How to Prepare for Cold Calling
• How to Run a Successful Cold Call
• Handling Objections Like a Pro
• Following Up and Closing the Loop
• Conclusion
• FAQs

Why Cold Calling Still Works

The success rate for having a conversation from a cold call is 65.6%, meaning nearly 2 out of 3 calls lead to a conversation.

Of course, this can vary depending on your industry, but the same logic applies as with cold emailing.

Not everyone will respond, but with a well-segmented list, the right opener, and a value-driven message, you can convert consistently through daily effort.

And the best part about cold calling?

• You get real-time feedback from business owners
• You can tailor your pitch based on live reactions
• You build personal relationships that email alone can’t replicate
• You can qualify leads instantly and set next steps on the spot

That said, preparation is key. The better you prep, the more confident and relevant your call will feel.

How to Prepare for Cold Calling

A successful cold call starts before you ever pick up the phone. Here are three foundational steps:

1. Research the Business

Do your homework. Use tools like Resquared, Google, and the business’s website to gather insights like:

• What services or products do they offer
• Recent reviews (both praise and complaints)
• Local events or community engagement
• Their competitive positioning and target audience

If a café has reviews about slow service, your pitch can focus on how your solution improves customer wait times.

2. Create a Targeted Pitch

Craft a pitch that speaks directly to what matters to them. Use this framework:

3. Use Resquared for Prospecting

Resquared can help you:

• Find accurate contact info for local decision-makers
• See which businesses are engaging with your outreach

Create your account and explore for free.

Our key features include a database of over 13 million local businesses, AI features to create a targeted list and launch campaigns in minutes (with reply rates twice the industry benchmark), analytics, and social media outreach tools.

How to Run a Successful Cold Call

Once you’ve done the prep, it’s time to dial in. Here's how to make it count:

Start Strong: Make a Confident First Impression

The first 15 seconds matter most. Get to the point and show value quickly:

Cold Call Intro Script

Hi [Name],

I saw your team just expanded to [Location], congrats!

I work with other local [business types] to help them [outcome].

Can I share more information about this in your email?

Build Rapport

Personalize the conversation using what you learned:

• Mention a recent event or milestone
• Congratulate them on something recent
• Mirror their energy and tone

“You’ve got over 100 Google reviews, impressive! What’s been driving that growth lately?”

Ask Smart Questions That Uncover Needs

Use this consultative approach to guide the conversation:

Handling Objections Like a Pro

Objections are common. Here’s how to turn them into productive conversations:

Gatekeepers Script

Gatekeepers aren’t roadblocks; they’re resources. Here’s a respectful approach:

Hi [Name],

I’d love to get [Decision-Maker’s] thoughts on something that’s worked well for other local businesses.

Would you mind pointing me in the right direction?

Call during lunch breaks or late afternoons when gatekeepers may be off the phones.

Following Up and Closing the Loop

Most deals happen in the follow-up. On average, it takes about 3 cold call attempts to connect with a lead.

Be consistent, thoughtful, and respectful of their time.

Set Clear Follow-Up Steps

Before ending the call, always confirm next steps:

Personalize Your Follow-Ups

Don’t send generic messages. Instead:

• Reference the pain points they shared
• Mention details from your conversation
• Tie your solution back to their goals
• Include something useful about their market

Conclusion

Cold calling local businesses still opens doors if you approach it with preparation, personalization, and follow-through.

The secret isn’t in the script. It’s in how well you tailor it, listen, and follow up.

• Use specific insights from your research in your pitch
• Plan at least 5 follow-up touchpoints
• Track every interaction and learn from the data

With these strategies, you’ll turn cold calls into warm leads, and warm leads into paying customers.

Download our Cold Call Cheat Sheet to keep studying about sales calls!

FAQs

How do I get past the gatekeeper?

Try this script:

Hi [Name], I’m [Your Name]

I’m hoping to speak with [Decision-Maker] about [solution], but wanted your take first—does this seem like it could be relevant?

Also, try calling during slower hours like lunch or near the end of the day.

What if the business owner says they’re not interested?

That’s normal. Use active listening. Ask questions to understand why. Then reframe with a relevant benefit:

“Totally fair. Most of our clients felt the same, until they saw a 3x ROI within 90 days.”

How should I track my cold calling results?

Use your CRM or a tool like Resquared to:

• Log notes
• Automate your follow-ups
• Track conversion rates by lists and campaigns
• Optimize based on which messages perform best