Cold calling has a bad reputation but can be one of the most effective sales methods. “Smile and dial” is more than picking up the phone and hoping for the best. It’s about energy, strategy, and confidence – if you sound sunny and friendly on the phone, your prospects will hear you out.
Call confidence
- 92% of customer interaction is through phone.
- 49% of customers like to be contacted first through cold calling.
- Reps’ response rates for calls are 22% better when engaging.
Making an impression
Your voice is your initial impression. If you’re not sounding confident and interesting, the call is already over before it’s begun.
Brooks refers to a plain fact: tone matters. When salespeople come across as warm and confident, prospects will be more likely to respond. A monotone voice or a lack of passion? Immediate rejection.
Companies keeping it real
HubSpot had content-driven lead generation at the forefront of their minds, yet their sales reps’ success depended on outbound calling. In 2022, it revisited its cold calling activity and discovered reps who kept things light and positive had a 27% call-to-meeting conversion rate compared to reps whose tone was read from a playbook or half-hearted.
HubSpot implemented “smile and dial” coaching calls, AI call analysis, and the shift toward one-to-one, value-based conversations to improve results. With this, they increased qualified leads by 34% and reduced the number of calls it takes to book a meeting by 15%.
Salesforce, meanwhile, experienced an all-too-familiar problem – burnout for sales reps involved in high call volume. To combat this, they revamped their training program by having reps stand while calling, celebrating small wins, and using the “Golden 7-Second Rule” to grab a prospect’s attention in a rush. These changes saw an 18% decrease in call rejection rates, a 22% increase in booked meetings, and a 30% boost in motivation for sales reps.
Overcoming rejection
- Issue: Fear of the word “No?”
- Fix: Reframe rejection as positive feedback. Every “no” brings you closer to a “yes.”
- Issue: Call reluctance?
- Fix: Practice mock calls to build confidence and hone your pitch.
- Issue: Losing the prospect’s interest?
- Fix: Keep your opening short, engaging, and personalized.
Making that call count
- Start confidently with maximum energy.
- Make it personal – reference a recent insight or event.
- Write in an informal, friendly tone (bye-bye robot voice!).
- Expect objections and use them to your advantage.
- Follow up – because 80% of deals take at least five touches.
