About the Author: Zachary Gleason works as a strategy and execution consultant to independent agencies. As a part of this, he works with countless sales professionals and sales leaders in helping them take themselves and their teams to levels of sales strategy and performance.
The Value of Cold Calling in Modern Sales
Cold calling is often declared "dead." Every time we see this, it makes us happy. Why? Because when fewer people do it, our own efforts, and those of the people we work with, stand out even more. Cold calling, when done right, differentiates sales professionals by creating genuine human connections in an increasingly automated world.
Why People Dismiss Cold Calling
People who don’t believe in cold calling generally fall into one of two categories:
They don’t need to : Their reputation and network generate enough inbound interest that they are being called upon instead.
They don’t know how: This is a large group. Many sales professionals have never been trained to cold call effectively and dismiss it because they lack a solid framework.
The Power of Cold Calling
Cold calling puts control in the hands of the salesperson. Unlike inbound strategies, where we wait for leads to come in, cold calling allows us to proactively expand our network. This is particularly valuable for those without an established network or who need to reach beyond their immediate circles.
At a time when automated marketing messages are becoming an overwhelming flood, only made worse by AI generating convincing yet lifeless messages, cold calling stands apart. It allows for real, meaningful interactions that can't be replicated by automation.
Alternatives? Maybe, But Not for Everyone
Some argue that video marketing, especially on platforms like LinkedIn, is the modern approach. But is that realistic for everyone? Do you have the looks, on-camera presence, a polished setup, and time to master video production? If so, great. But for most, picking up the phone and making direct connections is the faster, more effective way to build a sales pipeline.
Cold Calling Works, and Here’s How
Some of our most profitable relationships started with a cold call. The key is executing it correctly:
View the First Call as the Start of a Relationship: Don’t approach it as a one-time pitch. Think long-term.
The Paradox of Friendliness and Persistence: This is not a balance, but two fully true things at the same time. Friendliness brings the genuine, empathetic aspects of relationship building. Persistence is simply required to break through. Both must be present to start a relationship on a sustainable footing.
Don't Overthink the Outcome: Not everyone will be interested, and that’s fine. Professionalism and consistent follow-up pay off over time.
Volume and Organization Matter: Cold calling is about pursuing many potential leads. We must track our calls, follow-ups, and conversations meticulously. Tools like Atlante Sales can help streamline this process, making it easier to manage your pipeline and stay organized.
Sell the Meeting, Not the Product: The goal of a cold call isn’t to close a deal on the spot but to schedule a conversation. Selling the value of a meeting, and what they get out of it, is a much lower barrier than trying to sell an immediate transaction.
The Bottom Line
Cold calling remains one of the most effective ways to take control of our sales pipeline. It allows us to reach beyond our immediate network, make genuine connections, and create opportunities where none previously existed. In a world oversaturated with digital noise, a well-placed, well-executed phone call can make all the difference.
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