Cold calling playbook for 2025

In his newsletter, Elric Legloire shares a data-driven playbook to make cold calling work for you in 2025:

1. Refine your cold call opener

• Use context-driven openers: Skip “Did I catch you at a bad time?” Instead, try “I saw your team recently launched [relevant project/initiative].” This approach has an 11%+ success rate.

• Ditch generic openers: Buzzwords don’t work. Instead, use “problem language” that directly addresses your prospect's pain points (16% success rate).

2. Prioritize quality conversations

• Dial more, aim for QCs (quality conversations): Phone-centric reps average 4.1 quality conversations per day compared to email-centric reps at 2.9. Focus on maximizing dials and connecting live rather than hiding behind emails.

• Persist, but be smart: 90% of connections happen within the first three attempts. Limit follow-ups beyond the fourth attempt.

3. Optimize call timing

• Best times to call: Peak hours are 10:00 AM and 2:00 PM. Tuesday to Thursday yields the highest connect rates. Avoid lunchtime and late Fridays.

• Before half-hour marks: People are more likely to answer calls 5 minutes before meetings start on the half-hour or hour.

4. Boost email success with calls

• Double email reply rates: Calling first nearly doubles your email reply rate (from 1.8% to 3.4%). Voicemails and follow-up calls boost reply rates but may not increase future connect rates.

• Voicemail best practices: Keep voicemails short and focused, aiming to improve email responses rather than expecting callbacks.

5. Increase meeting show rates

• Book meetings within days, not weeks: Prospects are 54% more likely to show up if the meeting is within the same week. Delaying too far out significantly decreases attendance.

• Peak show rates: Meetings booked for the same day or within the next 1-2 days have the highest attendance rates.

6. Leverage data for better conversions

• Top-rep tactics: Top 25% reps have a 13.3% connect rate and book 18 meetings out of 800 dials. Study these benchmarks and aim to meet or exceed these metrics.

• Aim for longer calls: Calls over 5 minutes have a 16% booking success rate, while 7+ minutes yield a 30% success rate. Once you’re on the call, focus on value to hold their attention.

7. Handling objections

• Common responses: Prepare for common objections like "Not interested," "Too busy," and "Send me an email." Use these as entry points to clarify your value and pivot the conversation.

• Turn objections into insights: Respond by reframing objections as questions. If they say, “Send me an email,” ask, “What’s your main priority right now?” to keep the conversation flowing.

8. Use calls to set up value-focused meetings

• Offer value: Don’t just pitch a meeting—offer valuable insights, like access to a domain expert or insights into a relevant case study. Top reps highlight specific benefits to make the meeting feel worthwhile.
  

4 steps to better cold calls

Leslie Venetz provides four practical steps to improve cold calls and increase conversions:

1. Call opener
   Start by directly linking your call to a need or opportunity for their business. Skip lengthy introductions; get to the point and focus on delivering immediate value. This keeps the conversation relevant and professional.

2. Impact statement
   Use the first 30-60 seconds to highlight how your product or service can address a specific issue they face. Explain clearly why staying on the call benefits them.

3. Foster conversation
   Shift from a one-way pitch to a dialogue by asking open-ended questions. Listen actively and respond to their comments, creating a back-and-forth that centers on their needs.

4. Close with intent
   Use a trial close to uncover any objections and handle them on the spot. Then, confidently move toward the next step, like scheduling a demo, ensuring the call has a concrete outcome.

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Handling objections like a pro

In a recent post, Josh Braun explains how to respond calmly and effectively when a prospect says, "I'm not interested" on a cold call.

Many salespeople try to overcome this objection by insisting, which can make prospects feel defensive. Instead, Josh suggests that salespeople should avoid convincing and respect the prospect's autonomy.

If a prospect resists, treat it as natural, not something to fight.

Rather than pushing back, shift to understanding. Say this in a relaxed tone:

"That's okay. I know it's not your job to help salespeople. Do you mind me asking, is it that my timing is off, or is this not relevant?"

Then, listen without interrupting.

Some prospects will open up and give helpful insights, while others might not, and that’s fine. Embracing this approach helps salespeople maintain an abundance mindset and handle resistance with ease.

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