“Cold calling is dead.” Salespeople hear it often. But the phone still gives you something an email or video message can’t: a live conversation where you can confirm you’ve reached the right person and learn whether your message matters to them.
Email and video are useful parts of a prospecting strategy. But messages can go unread, land in spam, or reach the wrong person. A thoughtful phone call gives you a chance to make a direct connection and adjust your approach in real time.
Why salespeople avoid cold calls
Cold calling can feel uncomfortable. Rejection is part of the job, and it takes persistence to keep going when many people don’t answer. Calls can also fall flat when the talk track sounds generic or starts with a pitch instead of a reason for calling.
The answer isn’t to make more calls without a plan. Salespeople need a clear reason to reach out and a natural way to start the conversation. They also need a routine that helps them keep prospecting, even when calls don’t immediately turn into meetings.
What the data says about cold calling
A McKinsey analysis of 40,000 deals, published in 2020, found that high-performing salespeople in North America made 82% more cold calls and sent 26% fewer unsolicited emails than lower-performing peers. The analysis also found that top performers outperformed the bottom 30% by as much as a factor of four across sales metrics. These findings show an association between prospecting habits and performance. They don’t prove that cold calls alone caused the difference. Read the McKinsey analysis.
The takeaway isn’t to abandon email or video. It’s to use the phone as an important part of a balanced prospecting approach.
Make cold calling more effective
Start with your attitude toward rejection. A missed call or a “no” is part of prospecting, not a verdict on your ability.
Then make prospecting a consistent part of your schedule. When calls are planned, it’s easier to keep going and learn which conversations are leading to the right opportunities.
Finally, practice a talk track that sounds like you. Be clear about why you’re calling, then give the prospect a reason to engage. A strong opening creates space for a conversation instead of launching into a pitch.
Cold calling isn’t about dialing endlessly. It’s about making a purposeful call, reaching the right person, and starting a useful conversation.
What helps you make prospecting calls with confidence?
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John Dobrowolsky, owner and trainer at Sandler Windsor, provides sales training and leadership development for organizations in Windsor. His programs help managers strengthen coaching skills and improve sales team performance. Businesses looking for executive coaching, sales management training, or support with employee engagement can connect with Sandler Windsor to discuss their goals.
