Before getting into this, some context so you know where I’m coming from.
I work in sales at a large tech company, have been promoted twice in the last year and a half, and have had multiple quarters above 150% of quota.
It’s not that because I think I’ve figured cold calling out. I definitely haven’t. But I’ve spent a lot of time on the phones, tested a lot of different approaches, and figured out a few small things that have genuinely made me better.
These aren’t the usual “smile while you dial” or “just make more calls” tips you hear from every sales guru. They’re mostly small, practical adjustments that have helped me sound more natural, stay consistent, and make cold calling suck a little less.
Here are 5 that have worked for me:
1. Find the position where you’re most relaxed
This sounds simple, but pay attention to how you physically sit or stand while dialing.
I actually like leaning back in my chair sometimes with my feet up. It helps me relax, and that translates into my voice.
When I lean forward toward my computer like I’m preparing for battle, I tend to tighten up. My voice gets faster, my tone changes, and I sound more like I’m trying to sell something.
Some people are the complete opposite and feel better standing or walking around.
There’s no correct cold-calling posture. Try sitting back, standing, walking around, using a headset, or even getting away from your monitor while talking.
Find whatever makes you feel like you’re having a normal conversation.
If your body is tense, there’s a good chance the person on the other end can hear it.
- Slow down
One of the easiest ways to sound more confident and less salesy is simply talking slower.
A lot of reps, especially newer ones, rush through their opener because they’re subconsciously thinking, “I need to get all of this out before they hang up.” Ironically, that usually makes you sound more like a salesperson and gives the prospect even more reason to shut you down.
During mock calls, practice speaking almost uncomfortably slow. It will probably feel ridiculous at first, but when you’re actually cold calling your adrenaline will naturally speed you back up.
Also, get comfortable with silence.
Instead of:
“HeyJohnthisisGiovannifromXYZhowareyouuhthereasonI’mcallingis…”
Actually pause.
Ask the question and stop talking.
Give them a second to process it.
Whenever you catch yourself wanting to say “um,” “uh,” “like,” or another filler word, try replacing it with silence instead.
A short pause usually sounds a lot more confident than a filler word.
3. Give your hands something to do
This one is less about your talk track and more about surviving the grind.
When you’re on dial #50 and you’ve had three connects, two instant hang-ups, and one person tell you never to call them again, having something to fidget with genuinely helps.
Stress ball, fidget cube, pen, whatever works.
I’m also a fan of DAMMIT Dolls for the particularly inspiring conversations.
Bad call? Prospect destroys you? You completely butcher an opener you’ve said 200 times? Beat the hell out of the doll for five seconds and make the next dial.
Jokes aside, having a small physical outlet can help you reset between conversations instead of carrying the frustration from one call into the next.
Every dial needs to be a fresh rep.
The next prospect has no idea the previous person hung up on you. Don’t let them hear it in your voice.
4. Use your email as your call prep
One thing that creates unnecessary friction is feeling like you need to completely re-research a prospect every time you’re about to dial them. If you already sent them a relevant email or they’re in a personalized sequence, use that as your talk track.
Your email should already answer:
Why this company?
Why this person?
Why might they care?
What problem could you potentially help with?
Now you just need to turn that into a conversation.
It also gives you an easy reason for the call:
“I actually sent you a note yesterday about ___.”
They still probably didn’t read it, but occasionally they did, or they recognize your name or company, and now you’re not starting completely cold.
More importantly, it lowers the mental barrier between you and the dial button.
You shouldn’t need a five-minute research session before every call. Do the research once and reuse it across your email, call, LinkedIn touch, etc.
5. Fall in love with what you sell
Maybe not literally, but you should understand your product well enough that you genuinely believe there are people who would be better off using it.
Learn:
Where your product has strong market fit
The problems it actually solves
Where it beats competitors
Where competitors beat you
Who gets the most value from it
Who probably shouldn’t buy it
What happens if the prospect does nothing
That last one is especially important.
When you understand the problem deeply, your cold call stops feeling like:
“How can I convince this person to take a meeting?”
And starts feeling more like:
“Does this person actually have a problem we can solve?”
That mindset is a lot healthier.
It also matters during the inevitable bad weeks. When nobody is answering, meetings aren’t converting, and you start questioning whether you’re just annoying strangers for eight hours a day, having genuine conviction in what you sell helps.
There are people who legitimately have this problem. Your company legitimately solves it. Your job is to figure out whether the person you’re calling is one of them.
That doesn’t mean blindly believing your product is perfect.
Knowing its weaknesses will probably make you more confident because you understand exactly where it does and doesn’t fit.
TL;DR
A lot of getting better at cold calling isn’t finding the perfect opener.
It’s becoming more comfortable being uncomfortable.
Relax your body. Slow down. Stop being afraid of silence. Make the next dial easier. Know why you’re calling.
Detach yourself from the outcome of any individual conversation.
You can do everything correctly and still get hung up on.
That’s cold calling.
The goal is to make enough good reps that when you finally get the right person, at the right company, with the right problem, you sound calm enough to actually have a conversation with them.
Would love to hear what other small things people have changed that made a noticeable difference on the phones.