Cold Calling: 6 Tips to do This Right!

Cold calling isn’t dead, it’s just evolved.

Today’s buyers are more informed, more skeptical, and more digitally connected than ever before. They've researched your company before you’ve even dialed their number. They know how to spot a sales pitch from a mile away and they’re not interested in being "sold to" in the traditional sense.

So, how do you cold call in a way that resonates with the modern buyer?

In this post, we’ll break down how to cold call properly in 2025, using a modern, buyer-first approach that builds trust, delivers value, and opens doors to meaningful conversations.

1. Research Before You Reach Out

The spray-and-pray approach is long gone. Before you even think about picking up the phone, take a few minutes to research your prospect:

• What does their company do?

• What’s their role and likely pain points?

• Have they posted on LinkedIn recently?

• Are they using a competitor or struggling with a problem you solve?

Use this insight to tailor your message and show them you're not just another sales rep reading a script, you’re someone who gets it.

2. Ditch the Script and Use a Framework Instead

Today’s buyers can sense a script instantly. Instead of memorizing lines, use a flexible framework to guide the call:

• Opener: Quick, respectful intro that acknowledges their time
  Example: “Hi Sarah, I know you weren’t expecting my call, I’ll keep this brief.”

• Personalization Hook: Show you’ve done your homework
  “I noticed your team just launched a new product, that looked awesome! I work with similar companies helping them…”

• Value Statement: Highlight a challenge you solve
  “Many sales leaders I speak with are seeing pipeline stall because buyers are ghosting after discovery calls, are you seeing something similar?”

• Permission-Based Close: Invite, don’t push
  “Would it make sense to have a quick follow-up next week to see if this could be a fit?”

3. Lead with Relevance, Not Your Product

Modern buyers don’t care about your software, your features, or your “best-in-class” solution. They care about their challenges, their goals, and their bottom line.

Use cold calls to open conversations, not close deals. Your goal is to spark curiosity, create relevance, and earn permission to go deeper.

4. Use Tech to Your Advantage (Without Losing the Human Touch)

Yes, AI tools, CRM data, and sales engagement platforms are valuable. But don’t let them turn you into a robot.

Use tech to inform your outreach, not replace it. Tools like LinkedIn Sales Navigator, email warm-up tools, and call recording software can help you be more efficient but the human connection is what seals the deal.

5. Time Your Calls Strategically

The old 9-to-5 calling window doesn’t work as well anymore. Experiment with calling during:

• Early morning (7:30–9:00 AM)

• Late afternoon (4:30–6:00 PM)

• Fridays (when inboxes are quieter)

A/B test your call times and use analytics to see when your prospects are more likely to pick up.

6. Follow Up with Value, Not Just Reminders

Most cold calls won’t turn into booked meetings on the first try. That’s normal.

But instead of just following up with “just checking in,” send helpful content:

• A case study relevant to their industry

• A short video message summarizing your call

• An invite to a webinar or free resource

This keeps the conversation warm and positions you as a helpful guide, not a pushy seller.

Final Thoughts: Cold Calling Isn’t Dead—It’s Just Different

Cold calling in today's digital world isn’t about bulldozing your way into someone’s calendar. It’s about earning attention, showing respect, and building trust with the modern buyer.

When done right, cold calls can still be one of the fastest ways to generate real pipeline, especially when your competitors are hiding behind email and automation as their sole source.

So stop selling. Start connecting and building relationships. 

Need Help Modernizing Your Sales Approach?
I help sales teams ditch the outdated tactics and adopt a modern, relationship-driven process that works in today’s digital world. Book a free strategy call here.