Cold Calling Is Back (Yes, Really)
Let me start with something that might sound wild in 2025: cold calling works.
I know, it feels like I just said, "The fax machine is back," but hear me out. 😅
In a noisy sales world where everyone's inbox is drowning in generic AI emails, cold calling has quietly made a comeback as an effective way to cut through the clutter.
Here's the kicker: if you call 100 people, you'll likely have 10-15 conversations.
From there, you might even book a few discovery calls. That's a win.
Compare that to generic, unpersonalised emails - send out 100 of those.
If you're lucky, maybe you'll get a couple of replies (and not even good ones).
Sounds crazy, right? Trust me, I didn't believe it either.
But first, let me start with a confession:
I used to hate cold calling - both making and receiving them.
When I was leading sales teams, I ignored it completely.
But recently, I gave it another look.
I've learned that cold calling works ONLY if you have a system.
The Cold Calling System
Let's break this down step by step because just grabbing a phone and calling a list of people top-down won't work.
1. The "Right" Number of Calls
Cold calling is a numbers game, plain and simple.
If you're making 20 calls a day, don't expect much. You and your team will be disappointed.
At 50 calls, you might start to get somewhere.
But the sweet spot? 70-100 calls per day, per person.
I know that sounds like a lot. But that's the volume you need to have enough conversations to make this worthwhile.
If you're not aiming for those numbers, you're just setting yourself up for frustration.
2. The "Right" Opener
The first few seconds of a cold call make or break the whole thing.
Don't overthink it. Here's the best opener I've come across (tested and approved):
"Hi [Name], this is [Your Name] from [Your Company]. We don't know each other, but would you be upset if I told you this is a cold call?"
It works. (credit to Giulio for this, I love his content)
Why? It's disarming, it's funny, and it shows self-awareness.
People will appreciate your honesty and usually respond positively. Try it. You'll thank me later.
3. The "Right" Goal
A common mistake is trying to do too much on a cold call.
You don't need to pitch, explain the product, dive into discovery, and negotiate pricing all in one breath.
Your goal is simple: book the next step.
That's it. End the call with something like:
"Hey [Name], I understand [Problem X] is a priority for you. How about we book a quick demo for you and your boss this Friday at 2 PM?"
The less you overcomplicate the call, the better.
4. The "Right" Tools
A sound system needs the right tools.
Here's what you need to make this work:
A phone system like Aircall or something similar (don't use your team's mobile phones).
A simple set of KPIs to track: Dials, Connections, Meetings Booked.
Track these daily, weekly, and monthly.
Rejection Happens
Cold calling is challenging. Most people will say no. Some might hang up on you. A few will even get angry. It's part of the game.
If you're having a bad day, take a break.
Do something else for a while and come back to it later.
As a leader, remember that cold calling can be high-pressure for your team, so avoid adding unnecessary stress.
Support them, cheer them on, and celebrate their wins.
Finally, cold calling is making a comeback because it works.
It can be a powerful tool in your sales stack with the correct numbers, a strong opener, clear goals, and good tools.
So, are you ready to give it a try?
Pick up the phone and make some calls.
Who knows? You might just enjoy it.
Thanks for reading this far. I will see you all next week.
