By
Simon Hazeldine
Is Cold Calling Dead? Think Again!
Cold calling—just saying the phrase sends shivers down many salespeople’s spines. Often seen as old-school, outdated, and borderline intrusive, it’s a sales tactic that has been declared dead more times than I can count. But is it really gone for good?
The truth is: cold calling has evolved. In today’s digitally driven world, Cold Calling 2.0 is no longer about brute force and volume—it’s about precision, personalization, and timing. When done intelligently and with modern techniques, it’s still one of the most effective tools for starting meaningful conversations with high-value prospects.
Let’s explore what’s changed, what still works, and how you can master the art of modern cold calling.
What’s Changed in Cold Calling?
- Digital Warm-Up
Gone are the days of purely “cold” calls. Modern salespeople leverage digital touchpoints to warm up their outreach. Social media platforms like LinkedIn, email marketing, and trackable engagement tools allow you to identify prospects who have interacted with your content. For example:
✅ Track who opens your emails.
✅ Identify prospects who like, comment on, or share your LinkedIn posts.
✅ Use CRM tools to monitor digital engagement.
By the time you pick up the phone, you’re no longer a stranger. Instead, you’re reaching out to someone already aware of you.
Action Tip: Before calling, engage your prospect on LinkedIn—comment on their posts or send a relevant resource. This creates a warmer first interaction.
2. Cultivating Relationships, Not Just “Selling”
Old-school cold calling was transactional: “Do you want to buy this?” That approach is dead. Today’s sales professionals understand that cold calling is about starting relationships.
The goal is to identify prospects who might have a need—if not today, then in the future—and build trust early on. Think of cold calling as planting seeds rather than demanding immediate results.
Action Tip: Focus on long-term pipeline building. Instead of asking if someone is ready to buy, ask when they might be hungry for your solution.
3. Targeted “Wish Lists” Over Volume-Based Lists
The old playbook said: Make 100 calls to close 1 deal. Today, it’s about quality over quantity.
Instead of spraying calls to massive lists, modern cold callers create targeted dream lists of high-value prospects. These are carefully researched accounts that would make a significant impact on your sales performance.
Action Tip: Create a “Top 30 Dream Clients” list. Tailor your outreach with personalized messaging and case studies that align with their needs.
What Works in Cold Calling Today?
1. The “Pizza Menu” Approach
According to telephone sales expert Athony Stears, one of the the biggest objections in cold calling? “We’re not looking for this right now.” Instead of avoiding this, lead with it:
“Hi, I’m [Your Name]. I specialize in [what you do], but I’m guessing you’re not looking for this right now.”
Anthony likens this approach to pizza delivery companies who drop off a pizza menu at your home and then when you are hungry ans ready to buy a pizza, you are aware of what they have to offer. What the pizza company does not do is knock on your door and ask you if you want to buy a pizza from them right now!
By acknowledging their likely objection upfront, you:
✅ Disarm the prospect.
✅ Show you’re not a pushy salesperson.
✅ Open the door for a meaningful conversation.
If they confirm they’re not ready, follow up with:
“That’s fine. Most of my clients felt the same initially. I’ve worked with others in your industry—would you be open to seeing a quick case study on how we helped them?”
This positions you as a resource rather than a salesperson.
Action Tip: Use the “Pizza Menu” approach to identify when a prospect might need your service and follow up accordingly at the right time for them.
2. Get Permission to Speak
Opening a cold call without permission feels invasive. Start by asking politely:
“Hi [Name], this is [Your Name]. I know you weren’t expecting my call—do you have 60 seconds for me to explain why I’m reaching out?”
Most people will give you a minute, and now you have a platform to prove your value.
Action Tip: Use polite, permission-based openings to set a positive tone and earn the right to continue.
3. Lead with Social Proof
Prospects trust what others say about you more than what you say about you. Use case studies, testimonials, and references to build credibility.
For example:
“I recently worked with [Competitor Name], and we helped them [achieve X result]. Would you like to see how we did it?”
This not only piques their interest but also shows your expertise in their sector.
Action Tip: Prepare a “mini-story” for cold calls:
- What was the client’s problem?
- How did you help them?
- What was the result?
4. Follow Up Strategically
Cold calling is not a one-off activity. The real results come from polite persistence.
✅ Always schedule a follow-up call before hanging up.
✅ If they say “not now,” agree on the next touchpoint (e.g., 3 months later).
Action Tip: Use a CRM system to log calls, follow-ups, and timelines. Tools like HubSpot, Salesforce, or Pipedrive are ideal for tracking activities and opportunities.
Practical Action Points for Modern Cold Calling
- Warm Up Before the Call: Engage digitally first—LinkedIn comments, emails, or social engagement.
- Use Polite Openers: Always get permission to continue the call.
- Adopt the Pizza Menu Technique: Lead with their objection and focus on relationship-building.
- Share Social Proof: Case studies and references build trust faster than sales pitches.
- Work Your “Wish List”: Focus on 30-50 dream clients rather than giant call lists.
- Track Your Activity: Use CRM tools to follow up consistently without becoming pushy.
- Time Block Your Calls: Schedule power hours to focus on outreach as a team or individual.
Cold Calling Isn’t Dead—It’s Just Needs To Be Smarter
Cold calling has evolved from aggressive pitches to intelligent, relationship-driven conversations. When done right, it’s still an invaluable part of the modern salesperson’s toolkit.
By integrating digital warm-ups, a relationship-first mindset, and techniques like the “Pizza Menu” approach, you’ll stand out from the crowd, build trust, and convert prospects into opportunities.
Ready to modernize your cold calling? Pick up the phone, but do it smarter.
Good luck and good selling folks!
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Here are some additional resources on cold calling for you:
Cold Calling: What It Is & How to Do It Right
Cold Calling Scripts: Your Gateway to an Engaged Prospect
Using Cold Calling & Social Selling For EPIC Success
About the author
Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.
He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.
Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.
He is the creator of the neuroscience based “Brain Friendly Selling”® methodology.
Simon Hazeldine’s books:
- Neuro-Sell: How Neuroscience Can Power Your Sales Success
- Bare Knuckle Selling
- Bare Knuckle Negotiating
- Bare Knuckle Customer Service
- The Inner Winner
- How To Lead Your Sales Team – Virtually and in Person
- Virtual Selling Success
- How To Manage Your People’s Performance
- How To Create Effective Employee Development Plans
- Virtual Negotiation Success
