Cold calling gets a bad rap.
But if you want to consistently hit targets, or build real pipeline quickly, you can’t skip making 'em.
In 2025, cold calling still works. In fact, it tends to outperform cold emails for me by a wide margin. So I figured it’s time I share my playbook for how to approach cold calls.
1. Treat it like a game
The biggest unlock for me came when I stopped dreading cold calls and started gamifying them. If I made 50 calls yesterday, I want to hit 51 today. If I got one connect, I’m chasing two tomorrow.
It’s a mindset thing. You’re not competing with your teammates, you’re competing with yourself. Stack small wins and keep score.
2. Build the habit
Cold calling only works if it’s consistent. It’s like going to the gym, you don’t get fit by showing up once a week.
Block time on your calendar every day. Literally write “Call Block” and treat it like a meeting with your boss. When I don’t have late-stage deals or prep work for demos, I’m on the phone making dials. No exceptions.
3. Use good data
There’s nothing worse than calling dead numbers all day. If your company doesn’t give you tools like ZoomInfo, Apollo or Lusha push for them. You’re wasting time otherwise. And yes, call cell phones. It’s 2025. Most are remote. As long as you’re respectful, it’s fair game.
4. Do five minutes of prep
Don’t over-research, but give yourself context before dialing. Check LinkedIn. Skim their profile. Look for previous companies, shared customers, or vendor clues. You just need a few talking points so your opener feels natural, not robotic.
5. Nail your opener
Here’s the one I’ve used for years: “Hey Jane, am I catching you at a bad time?”
Half the time they’ll say yes, and that’s fine. I’ll say, “No problem, can I try you back in an hour?” The other half say no, and now I’ve got permission to pitch.
If you hate that line, you can always call it out directly: “Hey Jane, this is actually a cold call, want to hang up now or give me 20 seconds?” Both work. The key is getting permission to talk.
6. Sell the meeting, not the product
Your goal isn’t to close the deal on the call. It’s to book the next conversation. Use specific time blocks when proposing it: “I’ve got openings Wednesday between 2 and 5 Pacific, what works best?”
Keep it simple and take control of the calendar.
7. Stand up, smile, and leave voicemails
Energy matters. Stand up when you call, it changes your tone completely. And leave voicemails. Most phones transcribe them now, so your message still gets read even if they don’t listen.
Cold calling will humble you. You’ll get hung up on, ignored, even cussed out (Oh do I have some stories).
But it’s also the fastest way to learn how to sell, how to handle rejection, and how to talk to real buyers.
If you can get good at cold calling, everything else in sales gets a hell of a lot easier.
Want help with your approach to calling? Check out my 1:1 coaching program. Hit reply or book a free consult session here.
Until next week!
-Jesse