Nobody wakes up excited to cold call. The sweaty palms, the robotic scripts, the inevitable hang-ups. But here’s the truth: cold calling works when you stop treating it like a numbers game and start treating it like helping someone.
I’ve seen reps turn $0 pipelines into six-figure deals just by changing how they pick up the phone. Here’s how they do it.
Stop “Selling” and Start Solving
The second you sound like a salesperson, you’re dead. Instead, think like a doctor diagnosing a problem:
- *”Hey [Name], I was looking at [their company website/social post/news] and noticed [specific observation]. We’ve helped similar companies with [specific result]—would it make sense to chat for 5 minutes about whether this could apply to you?”*
Example:
- Bad: “We’re the leading CRM solution with AI-powered—” [click]
- Good: “Saw your team’s hiring 10 new reps—we helped [Similar Company] cut new hire ramp time in half. Worth a quick chat?”
The 10-Minute Prep That Makes You Sound Like an Insider
Spending 2 hours researching every prospect is unsustainable. Do this instead:
- LinkedIn stalk (the good kind):
- Did they recently post about a promotion? “Congrats on the new role—how’s the transition going?”
- Shared an article? “Your post on [topic] resonated—we’re seeing that with [their industry] too.”
- Check their website’s “News” section:
- “Noticed your expansion to Miami—we helped [Competitor] streamline logistics there.”
- Crunchbase alert:
- Just raised funding? “With your recent Series B, you’re probably scaling X—we’ve helped companies like Y do Z.”
The Opening Line That Beats “How Are You?”
Ditch the small talk. Lead with something that proves you’re not a bot:
- “Is this a terrible time?” (Works because it’s disarmingly honest)
- “I’ll keep this brief—you’re probably mid-sandwich.” (For lunchtime calls)
- “This is a cold call, so feel free to hang up… but [one-sentence value prop].”
Pro tip: Say their name once max. Overdoing it feels like a hostage negotiation.
When They Hit You With “Not Interested”
Most reps panic here. Top performers lean into it:
- “Totally get it—I wouldn’t be interested either if I thought this was [generic pitch]. What if I could show you how [Competitor] saw [result] in [timeframe]?”
- “That’s fair. Quick question: is it a timing thing, or does this just not sound like a fit?” (Now you’re diagnosing, not pitching)
The Magic of the “Soft Close”
Instead of begging for a meeting:
- “If I could show you how to [solve pain point], would you give me 10 minutes?” → If yes: “Perfect—tomorrow or Thursday better?”
- If maybe: *”No pressure—can I send you a 2-minute Loom video instead?”*
How to Sound Like a Human (Not a Script)
- Pause often – Let them interrupt. Silence makes them engage.
- Smile – It changes your vocal tone. Try it.
- Stand up – You’ll sound more energetic.
The Post-Call Ritual That Wins Long-Term
Whether they booked or bounced:
- Send a LinkedIn connection request with a note: “Great chat earlier—here’s that [resource] I mentioned.”
- Add them to a “Nurture” list with notes: “Loves golf—send Augusta meme in April.”
- Follow up creatively:
- Tag them in a relevant article
- Send a case study with a sticky note: “Made me think of our convo!”
Cold Calling Horror Story → Success
My worst call ever: I accidentally called a prospect’s personal cell at 6 AM (time zones are hard). Instead of hanging up, I said: “Wow, I owe you coffee AND an apology.” He laughed, we rescheduled, and he became my biggest client.
Moral: The more human you are, the less “cold” the call feels.