I have read so many times that cold calling is dead. It’s all about social selling and why would anyone dare call someone to have a human conversation? Are we mad, as sale people, to think this is still part of our strategy…?

Here are just a few reasons why everyone is talking about cold calling being dead.

It’s called ‘cold calling’

This is not a good start. We’ve labelled it, and we’ve called it ‘COLD’. No wonder the mere thought of this action puts pure fear and dread into the caller and the recipient of that call. Let’s just stop calling it cold, and think of it as an act of connecting. I don’t care whether you think that’s a bit ‘woo-woo’ but it is a fact. Salespeople would like a conversation with someone who has a potential challenge that they would like to solve. That’s not really ‘cold’ is it? I have banned the phrase ‘cold calling’ from my training programmes and mentoring sessions for this very reason. Mindset is key in life and sales.

‘Cold callers’ are trained badly

A call to a prospective client should be all about them, NOT about you. The reason why there is such a bad reputation attached to speaking to people on the phone, is because we are used to a person calling and launching into a sales pitch all about them. There is nothing appealing about someone who has no interest in you. Companies throw some of these callers in at the deep end with no proper training and the wrong objectives. Often those being – make as many calls as you can, as that is considered a sign of success. It’s not actually quite the numbers game that people think – quality not quantity. What a lot of wasted energy.


Yes it is a sad fact that companies still ask callers to use scripts. It is guaranteed to kill any personality they have, and you can also be sure that if someone wants to stray from the script they will be left truly stumped. If they are trained and understand why they are actually making the call then why shouldn’t we trust that they could actually use their own conversation….? Imagine that!

We have lost the art of human interaction

This one is a big statement, but it is worth having in this blog. I believe this is happening and in some cases has absolutely happened. Our new strategies are emails – then we don’t have to talk. Add to that we can send them every day, ok maybe every other day. They can be long and full of obvious content that builds us up and leads us to the … call to action. These emails have no personality. I know some people would argue with this, because we can be really creative with email, BUT it is so transparent. The fact is this ‘preferred’ way of selling is one where everyone copies everyone else. It’s boring and predictable.

What’s my point?

You will have gathered by now that I am actually passionate about human conversation. I am passionate about the fact that people buy people and we are all unique. We can call and have human conversations in our own unique way that can’t be replicated by anyone else. We can make that conversation about the other person because we are actually interested in how they currently do things. We can find out where their pain points are and offer a solution that is all about them, not us. We can also form a relationship of trust and working together will feel genuine and beneficial.

My battle is a huge one; because of the reasons above, the whole ‘cold calling’ strategy has been ruined. The act of actually speaking together is being slated. We are being told it no longer works.

How about this though…we could start now, and train our people correctly and focus on the client rather than what we sell. Focus on the why and not the what and the how – and yes Simon Sinek agrees with me! I’ve always know that this makes perfect sense in sales and life.

‘Cold’ calling IS dead – I agree.

A human conversation is very much alive and will always survive over an email and a faceless piece of communication almost identical to the last one you read.

If you are interested in exploring how to create a human sales strategy, please do get in touch – I would love a human conversation with you.

Happy calling !

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  • Jules White

    Award winning International sales humanist | Author | TEDx Speaker | Dragon Slayer | Podcast Host

    Live it Love it Sell it

    My best selling book 'Live it Love it Sell it' is available on Amazon; paperback, kindle, and audible. If you want a signed copy you can order it on my website www.liveitloveitsellit.co.uk/product/book

    Life skills are sales skills. I learned this from a very special person, and it was also this that helped me win investment from Peter Jones in the Dragons’ Den.

    Let me explain. I grew up in a retail environment; my Dad ran the local newsagent and so from a young age I watched him serve his customers. He knew everyone's names, and what they all bought; he told the very best stories and he grew the business year on year.

 Why? Because his customers talked about him and how great the experience was to go into the shop. Ultimately, everyone knew who he was - he was trusted and he served the customer beautifully. It was always about the customer. Here is where I fell in love with sales. What I learnt from my Dad during my childhood became second nature, being authentic in my dealing with others was all I knew. Today not only have I had 30 years of my own experience in business and in sales, I also won investment from Peter Jones in the Dragons’ Den. This is where I really mastered 'the pitch' just as my Dad had taught me, and it worked. People buy people and people buy from people they trust. In order to fall in love with selling it has to feel like a human conversation and the most natural thing in the world is to sell from a place of integrity and from the heart. As an entrepreneur you may have fears around selling, or just feel it's a dirty word and actually sales feels icky, yucky and generally unpleasant. This may be because at some point you had a bad experience of selling, or just your own self belief may be holding you back.

Strike a chord ? My mission is to help everyone fall in love with sales. My Live it, Love it, Sell it methodology takes you on a unique sales road trip. Live it - Mindset - Are you fit to travel on this sales journey? Love it - The whys - Planning your route and here you will start to fall in love with sales Sell it - Your journey and reaching the destination - THE SALE Let's start your journey ! Putting HUMANITY back into selling.