The cold calling playbook
What we have learned watching millions of outbound calls: what gets picked up, what gets a second sentence, and what quietly wastes the afternoon.
The list beats the script
A mediocre script against a well-built list outperforms a brilliant script against a bad one, every time. Segment by a trigger — a hire, a funding round, a new location — and lead with it.
The first thirteen seconds
Name, reason for calling, and permission to continue. Do not ask how they are. Do not read a value proposition. The only job of the opening is to earn the next twenty seconds.
Handling the brush-off
"Send me an email" is not a no, it is a request to end the call. Acknowledge it, ask one specific question, and let the answer decide whether there is anything there.
Cadence without harassment
Four to six touches over two to three weeks, mixing calls, texts and email. Vary the time of day. Stop when they tell you to, and record that properly so nobody rings them again.
Let the tooling do the admin
A power dialler removes the dead time between calls, voicemail detection removes the wasted ones, and automatic summaries mean the follow-up gets written while the conversation is still fresh.
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