Why Cold Calling Stinks (And How to Make It Better)

Let’s face it—cold calling can feel like one of the most challenging and least rewarding parts of a salesperson’s job. Whether you’re a seasoned sales veteran or just starting, the truth is, cold calling often stinks. The good news? It doesn’t have to. In today’s digital age, we can flip the script and make cold calling more effective with the right approach. In this ad sales training post, we’ll explore why cold calling struggles to deliver results and share three actionable strategies to turn it into a powerful tool for your sales arsenal.

1. The Reality of Stranger Danger
Since we were children, we’ve been taught not to talk to strangers—a lesson that’s deeply ingrained in our psyche and a part of nearly all my ad sales training workshops. When you make a cold call, you’re often battling against this fundamental instinct. People are naturally wary of unfamiliar voices, and this “stranger danger” mentality can be a major hurdle. The key to overcoming it is recognizing that it’s real and finding ways to become less of a stranger before you even pick up the phone.

2. Becoming a Known Entity
To combat the stranger danger effect, you need to warm up your prospects before making contact. Follow them on LinkedIn, engage with their content, and interact with their company’s social media profiles. While it’s not about sending friend requests on personal platforms like Facebook, showing up in a prospect’s professional sphere through thoughtful engagement helps establish you as a known entity. This familiarity increases the likelihood of a positive response when you finally reach out with a call or email.

3. Respecting Their Time and Being Relevant
Time is one of the most valuable commodities for anyone, and your prospects are no different. Respecting their time by being relevant and concise is crucial. Instead of requesting a generic 60-minute meeting, try asking for a quick 5 or 10-minute chat. By being specific and respectful of their time, you’re more likely to get that initial “yes” and start building a relationship. We tested this concept in a recent ad sales training workshop where we sent five emails to potential clients. Four of five replied! I sure wish that happened every day.

Conclusion:
Cold calling doesn’t have to be a dreaded task. By recognizing the challenges, warming up your leads, and respecting their time, you can turn cold calls into a productive part of your sales strategy. It’s all about having a plan, using modern tools, and being smarter with your approach. Cold calling might stink, but with these tips, you can make it a lot more bearable—and successful.

Your ad sales coach, Ryan Dohrn

About this blogger:
Ryan Dohrn is the host of the #1 iTunes advertising sales podcast Ad Sales Nation and has trained over 6,000 media sales people in 7 countries. His 25-year media career spans consumer, B2B, traditional, and digital media brands from Disney to PennWell. He is also the Founder of Brain Swell Media, an international sales motivational keynote speaker, an Emmy Award winner, best-selling book author, and he still sells media today. Learn more online at http://360AdSales.com or http://RyanDohrn.com

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