In an era dominated by email, social media, and automated outreach sequences, cold calling might sound like an outdated or even cringe-worthy strategy. For many B2B founders, it conjures visions of high-pressure sales, annoyed prospects, and fruitless dialing.
The reality, however, is much more nuanced—and far more promising. When done well, cold calling delivers some of the most direct, authentic, and rapid feedback you can hope for on your path to product-market fit.
Few strategies can move the needle faster than picking up the phone and speaking to real humans about their real problems. In this post, we’ll discuss why cold calling has become more important than ever, who will benefit from it, who might want to steer clear, and—most importantly—how to do it well.
By the time you’re done reading, you’ll have a practical playbook for implementing or improving cold calling within your B2B startup, along with real-world examples and actionable tips.
1. Why Cold Calling Has Become Even More Important
Information Overload
- The average business person receives hundreds of emails per day and is constantly bombarded on social media platforms. Buyers often filter aggressively; your carefully crafted message can vanish in a digital sea of unread messages and sales pitches.
- A phone call pierces that digital shield with immediate human contact. The moment a prospect hears your voice, you’ve transcended the anonymity that plagues so many founders trying to stand out online.
Authentic Human Connection
- When you speak to someone live, you have a chance to display genuine empathy, tone, and sincerity that no typed message can fully convey.
- You can build trust more rapidly when your prospect can hear your passion, concern, or enthusiasm in real time.
Immediate Feedback Loop
- Emails and InMails can lead to days or weeks of silence. With a live phone conversation, you receive instant, direct feedback.
- If a prospect is not interested, you learn immediately. If they’re curious, you get their questions and concerns on the spot. This allows you to pivot, clarify, or move to the next step in seconds.
Reduced Competition
- Paradoxically, because so many founders have shifted to purely digital channels, phones ring less. A well-researched, relevant cold call can be a refreshing break for a busy decision-maker.
- In the right context, your call can stand out as a thoughtful, personalized approach rather than one more email to delete.
For these reasons the phone call is enjoying a renaissance of sorts in B2B sales. If you can master the discipline of cold calling you can set yourself apart and drive sales growth.
2. Who Should Embrace Cold Calling (and Who Should Not)
Who Should Try It
Sales-Driven Founders and Teams
If you’re comfortable talking to prospects and enjoy building rapport, cold calling might come naturally. It’s a skill that can be developed even by introverted founders who approach the process methodically. That said, if you are not comfortable even with practice, don’t do it.Founders Targeting SMBs to Mid-Market
If your product is priced or packaged in a way that works for small to mid-sized businesses, phone calls can be effective. These companies are more likely to answer a well-placed call and are more open to personal outreach.Businesses Selling Something Urgent or Pain-Driven
If you solve a time-sensitive or deeply painful problem, a personal call is more likely to engage your prospects. A call is fantastic for clarifying urgent pain points and quickly moving the conversation forward.
Who Should Be Cautious
High-Volume, Low-Touch SaaS
If your product is purely self-serve and your pricing falls below $50 monthly, phone outreach may not offer enough ROI to justify the time spent. Email marketing and automated inbound funnels might be more cost-effective.Companies With an Extremely Niche Audience
If your total addressable market is extremely small or if your buyer persona is hyper-specialized (e.g., only a handful of prospective customers in the world), you might rely more on warm introductions, partner networks, or direct referrals. Cold calling can still work, but you’ll need to be extremely targeted and cautious not to burn any relationships.Fully Regulated or Cautious Industries
If you’re selling into industries where phone calls could be seen as too invasive—or worse, if there are compliance rules that hamper direct calls—you may need to adapt your outreach approach accordingly.
Ultimately, calling is a powerful tool—but like any tool, it needs to be used in the right context.
3. Actionable Steps for Cold Calling Success
High-level advice such as “be confident” and “show empathy” is nice, but it doesn’t tell you precisely how to execute. Here’s a step-by-step approach:
Step 1: Define Your Objective
Every call you make should have a clear purpose. Examples:
- Collect feedback on a newly validated pain point
- Identify the right person to speak to within the organization
- Book a 15-minute discovery call
- Don’t demo or talk about demo’ing. It’s not about what you do; it’s about what you do for your customers.
You won’t close a six-figure B2B deal in one call, so set realistic goals. A typical goal is to schedule a follow-up meeting where you can learn more and provide deeper insights.
Step 2: Build a Targeted Prospect List
Vague lists waste your time and that of your prospects. Identify specific industries, company sizes, or roles that align with your product’s sweet spot. Manically focus on your ICP!
Step 3: Research Each Prospect Thoroughly
Before calling, gather key details:
- The prospect’s role and responsibilities
- The company’s pain points (based on their industry, size, or news you’ve seen)
- Any recent social posts, press releases, or product launches
- Shared connections or experiences
Tailor your conversation. Instead of “Hello, do you want to buy our software?” say, “I noticed your firm recently expanded to a new facility in Texas, and I’m curious if you’re planning to update your workforce management tools for that new branch.” That level of specificity can instantly demonstrate your credibility.
Step 4: Prepare Your Opening Statement (But Don’t Sound Like AI)
Think of your opening in three segments:
- Introduction: Your name, company, and a very brief reason for calling.
- Reason to Listen: One sentence that states a relevant result or value proposition.
- Permission to Continue: A polite “Does this sound relevant to you right now?” or “Do you have a quick minute to explore this further?”
Example:
“Hi [Name], I’m Andrew from GrowthX. We help early-stage B2B founders with sales as unique way to discover investment opportunities. I noticed you’ve recently scaled your engineering team; now might be a perfect time to accelerate sales validation. Do you have a couple of minutes to chat about how you’re currently approaching go to market?”
This approach respects their time, leverages research (the expanded engineering team), and hints at a relevant benefit (accelerating sales validation).
Step 5: Ask Open-Ended Questions
Aim to learn about the prospect’s current situation, challenges, and priorities. Some examples:
- “How are you currently approaching [specific problem]?”
- “What would you like to improve about your [existing solution or process]?”
- “Where do you see the biggest roadblock in your [department or function] right now?”
Open-ended questions prevent one-word answers and spark deeper conversation, helping you gather insights to tailor your pitch.
Step 6: Listen More Than You Talk
When the prospect answers, practice active listening:
- Paraphrase back key points: “It sounds like you’re struggling with X because of Y. Is that right?”
- Use transitional phrases: “Tell me more about that,” “How did that come about?” or “What has changed since you tried that approach?”
Your listening skills can build trust quickly. Prospects are more likely to open up when they sense genuine curiosity and empathy.
Step 7: Address Objections or Concerns
Common objections include “not interested,” “no budget,” or “no time.” A best practice is to welcome the objection and then clarify:
- Welcome the objection: “I appreciate you sharing that.”
- Clarify: “Could you tell me more about why budget is a concern right now?”
Not all objections can be resolved on the spot, and that’s okay. Focus on exploring whether the objection is real (budget is truly nonexistent) or more of a deflection (the person is just busy right now).
Step 8: Ask for the Next Step
Cold calls rarely result in an immediate sale, so define a clear next step:
- A deeper discovery call
- Identification of the economic buyer who is the better contact
- Sending them relevant and helpful content – not product marketing – and a follow-up email
Be explicit: “Would it make sense for me to send a quick overview and schedule a 20-minute chat next week to dive deeper?”
Step 9: Follow Up Religiously
No matter how the call goes—if you’ve had even a shred of interest—send a quick follow-up:
- Summarize key points
- Reiterate your value proposition
- Confirm or suggest the next step
A short, clear email referencing your call keeps the dialogue open. Polite persistence, when coupled with genuine respect, often wins in the long run.
4. Practical Examples of Cold Calling Scenarios
To make this more concrete, here are a few scenarios with possible dialogues or approaches:
Scenario 1: IT Solutions for SMBs
Context: You’ve built a cloud-based monitoring tool for small retail businesses to track in-store WiFi usage and better manage marketing campaigns.
- Prospect: Owner of a 5-location retail chain with 200 employees.
- Research: They recently introduced new loyalty programs and posted about growth on LinkedIn.
Sample Opener:
“Hi [Name], this is [Your Name] from [Company]. I saw that your team just rolled out a new loyalty program last quarter and I’m curious how it’s affecting your in-store traffic and WiFi usage. Is now a good time for a quick chat about some insights we’ve gathered from similar programs?”
Scenario 2: HR Tech for Mid-Market Manufacturing
Context: You offer an AI-driven hiring platform that helps factories find and onboard specialized technicians more quickly.
- Prospect: HR Director at a manufacturing plant with 1,200 employees.
- Research: They posted a job ad for mechanical technicians in three new states, indicating potential challenges in recruitment.
Sample Opener:
“Hello [Name], I’m [Your Name] calling from [Company]. Noticed your recent job postings for mechanical technicians in multiple states. We specialize in helping manufacturing HR teams reduce time-to-hire by up to 30%. Do you have a minute to discuss how your hiring process is structured right now?”
Scenario 3: Payment Processing for E-Commerce
Context: Your startup focuses on international e-commerce sellers who frequently expand into new markets. You handle cross-border payment solutions.
- Prospect: CFO of a fast-scaling e-commerce brand.
- Research: They announced an expansion into Europe and Asia, likely needing more robust payment solutions.
Sample Opener:
“Hi [Name], I’m [Your Name] at [Company]. Congratulations on your new European launch! I’ve seen a few e-commerce brands run into hidden payment fees and slow settlement times when they expand overseas. Do you have a few moments to see if our cross-border gateway might keep more revenue in your pocket?”
Each scenario demonstrates a personalized and value-driven opener that references a real need or current event. This is the difference between a generic sales pitch and a conversation that resonates.
5. Best Practices for Maximum Impact
Use a Local Number if Possible
People are more likely to pick up a call from an area code they recognize. Services like Dialpad, Aircall, or other VoIP solutions let you choose numbers that align with the prospect’s region.
Mind Your Timing
- Avoid Monday Mornings and Friday Afternoons: People are either settling into the week or winding down.
- Prime Times: Mid-mornings (9:30 AM–11:00 AM) or mid-afternoons (2:00 PM–4:00 PM) generally yield better pickup rates.
Keep It Short and Sweet
Within 30 seconds, the prospect should understand who you are, why you’re calling, and how you can help. Rambling kills momentum.
Use a Conversational Tone
Reading from a script word-for-word sounds robotic. Instead, internalize your script enough to talk naturally. Practice with a team member or a friend until it feels like a conversation.
Leverage Social Proof
If you have existing customers in the same industry, mention them briefly: “We recently helped a similarly sized company in your sector increase monthly revenue by $15,000. I’d love to share how.” Social proof removes some of the perceived risk of engaging with a new solution.
Quantify When You Can
Numbers lend credibility. Whether it’s a percentage, monetary figure, or time saved, specifics resonate more than vague claims.
Use Positive Body Language (Yes, Even on the Phone!)
Smile while you speak. Stand up if it helps your energy. Prospects can’t see you, but they can hear your enthusiasm and tone, which matter a great deal.
Always Respect the “No”
If someone is clearly uninterested or upset, thank them for their time and move on politely. Negative interactions can happen, but the worst approach is to become defensive. Keep it professional and maintain your founder brand integrity.
6. Who Should Actually Be Doing the Cold Calling?
For many startups, the founder is the best spokesperson early on. You know your product and market vision intimately, and hearing your conviction can sway even skeptical prospects.
However, if you have a small team, you might delegate calls to a salesperson or business development representative. Regardless of who’s dialing:
- Train them thoroughly on your product, pitch, and buyer persona.
- Empower them with relevant content or data to address questions on the spot.
- Hold regular call reviews to share best practices, successes, and challenges.
One often-overlooked tip: even if you plan to hire sales reps, do your own calls for at least a couple of months. You’ll gather valuable feedback that shapes both your product and your future sales processes.
7. Mindset and Motivation: Overcoming the Fear
Cold calling can be nerve-wracking. Here are strategies to maintain a healthy mindset:
Focus on Value, Not Selling
Shift your thinking from “I have to sell something” to “I want to learn about them and see if we can help.” This approach diminishes the pressure you feel and puts you in a problem-solving mindset.Quantify the Upside
If every 10 calls leads to one high-value meeting, that one meeting could yield tens of thousands of dollars in revenue over time. Remind yourself of the potential payoff to stay motivated.Adopt a Growth Mindset
Each call—whether it ends in success or rejection—provides learning. Take notes on what worked, where you struggled, and how the prospect responded. Continuously refine your approach.Celebrate Small Wins
Each time you book a meeting or get valuable feedback, acknowledge that success. Keeping morale up is crucial, especially when you’re facing daily rejections.Remember: “Together We Rise”
The GrowthX mantra means you’re not alone in this journey. Engage your co-founders, mentors, or peers in the process. Share your experiences, ask for feedback on your pitch, and iterate as a team.
8. Measuring Success and Iterating
Tracking your cold-calling metrics is essential for ongoing improvement. Remember to update your CRM! Here’s what to monitor:
- Call Volume: How many calls are made daily or weekly?
- Connections: How many times do you actually speak to the decision-maker (or a relevant gatekeeper)?
- Conversion Rate: Of those connections, how many progress to a scheduled meeting or demo?
- Feedback and Objections: What are common themes or pushbacks you hear?
Use these insights to refine your calling times, targeting criteria, and conversation approach.
A/B Test Opening Lines
Track which openers yield higher engagement. Over time, you’ll find patterns in tone, phrasing, or references that resonate best with your audience.Try Different Team Structures
Some companies use a “hunter/farmer” model, where one person focuses on lead generation (cold calls) and another closes deals. Others have each sales rep or founder handle the full cycle. Experiment to see what fits your team and culture.Regularly Update Scripts
If you uncover new pain points or market trends, update your pitch to reflect these insights.
9. Putting It All Together
Cold calling is not a silver bullet for every startup, but for many B2B founders, it’s a high-impact channel that’s more open than ever before.
By combining thorough research, genuine empathy, a clear call objective, and strong follow-up, you can build relationships and validate your product in a matter of minutes.
Remember:
- Be Intentional: Know your objective for each call and your ideal outcome.
- Stay Human: Tone, empathy, and authentic curiosity can’t be faked.
- Keep It Concise: Respect your prospect’s time; pivot quickly if it’s not a good fit.
- Embrace “No”: It’s a chance to gather feedback, refine your approach, or focus on more promising prospects. A “quick no” is the second best answer in sales.
- Measure, Iterate, and Improve: Track call outcomes and learn from each interaction.
By following these steps, you’ll give yourself a significant competitive edge. Your passion and clarity on the phone will stand out amidst an endless influx of templated emails and LinkedIn spam. And in a landscape where trust-building and human connection truly count, cold calling might be the differentiator you need.
At GrowthX, we firmly believe that “together we rise.” Cold calling is one powerful way to build that rising tide—by reaching out, learning, and elevating the conversation between you, your prospects, and the community you serve.
May these insights empower you to pick up the phone, dial with confidence, and create genuine value with every call.
Want to practice cold calling with an expert? Let’s talk.