How I learned to love Cold Calling (and get better at it)

Cold Calling Isn’t Dead. It’s Just Misunderstood.

Cold calling gets written off too quickly.

But when it’s done well, it still cuts through. It gets you straight to decision-makers and surfaces real objections, while giving you instant feedback on your pitch. You don’t tend to get that kind of signal from email or LinkedIn.

The key is treating it like a skill, not just a task. That means working on your approach, testing what lands, and improving with every call.

Whether you’re just getting started or looking to sharpen up, here are a few habits I’ve seen make the biggest difference.

Why What You Do Before the Call Matters Most

Success on a cold call usually starts before you’ve even picked up the phone.

Some of the reps I’ve seen improve fastest are the ones who take their preparation really seriously. That doesn’t mean spending 10 minutes deep-diving each prospect, it means knowing why you’re calling them, and what outcome you’re aiming for.

Quick checklist:

• Have a clear reason for reaching out, relevance over research
• Know your opening line (and have a backup)
• Set a realistic goal, a booked meeting, a qualification, or a next step

A steady pre-call routine helps too. Some reps listen to a recording they’re proud of. Others block time and go heads-down. Whatever gets you in the zone, make it a habit.

Win the First 10 Seconds, Win the Call

Most cold calls are won or lost in the first few seconds. You’ve got one shot to sound confident, relevant, and human.

Don’t start with a pitch, start with presence. A calm tone, steady pace, with a reason to stay on the line. And honesty is ALWAYS the best policy!

Try this structure:

• Permission-based opener: “Hi, it’s Isa. Appreciate this call is a little out the blue, have you got 30s for me to explain why I’m calling?”
• A clear hook: “I speak to a lot of [job titles] who are [problem you're solving]. Curious if that resonates?”
• Then pause. Give them space to respond.

Confidence doesn’t mean speaking fast. In fact, slowing down often gets better results. It shows control and puts the other person at ease.

Objections Aren’t Personal – They’re Just the Start of the Conversation

If you’re cold calling, you’ll hear objections. It’s part of the job. But plenty of the time, it’s not a hard no, it’s a reflex.

The reps who handle objections best don’t panic. They stay curious.

Some quick examples:

• “We’re all set” → “Totally fair. Just out of interest, what’s working well for you right now?”
• “Not interested” → “Got it. Is that because of timing or relevance?”

You’re not trying to win them over in one line. You’re trying to keep the conversation going.

And the more calls you make, the more patterns you spot. Build a bank of go-to responses and keep refining them.

Why Reviewing Calls Changed Everything

One of the quickest ways to improve your cold calls? Listen to them.

Not just the good ones, the awkward ones, too. That’s where the real learning happens.

What to listen for:

• Did you stick to your opener?
• Did you talk too much, or miss a buying signal?
• How was your tone, pace, pause?

You don’t need hours. Even reviewing one or two calls a day can make a big difference. Over time, you’ll start spotting patterns and fixing them.

Think of it as self-coaching. It’s uncomfortable at first, but it works.

Keep Going – Progress Is in the Practice

Cold calling is a skill. And like any skill, it gets better the more you do it, especially when you’re consistent.

That’s why I always encourage reps to block time for it, treat it like a routine, and track small wins. A good conversation counts. So does a clear “no.” Every call teaches you something.

Want real examples? Check out our Cold Calling Live sessions. We bring reps on to make actual calls, handle real objections, and learn in the moment. No editing, just honest reps improving in real time. Want to see it in action? You can sign up for the next session here.

The best way to get better is to keep going. Call, reflect, adjust, repeat.

Why I Love Doing it at Cognism

What I’ve always loved about Cognism is the mindset. Everyone’s encouraged to test, share, and improve together. Whether it’s call reviews, team roleplays, or just swapping opener ideas on Slack, there’s constant learning.

That kind of culture makes a huge difference. Especially in sales, where things change fast and feedback matters.

If you’re the type of rep who wants to sharpen your craft, be part of a high-performing team and actually enjoy picking up the phone, you’ll feel more than at home here.