Cold calling—just the mention of it can make some business owners cringe. For many, it’s as painful as getting a tooth pulled. But at the same time, small business owners often express regret that they aren't doing more of it. The truth is, for all the discomfort cold calling brings, it still holds a valuable place in many industries.
Recently, a Reddit discussion provided a fascinating cross-section of views on cold calling, and the verdict is clear: while cold calling may have evolved, it’s far from dead. Let’s explore some key insights from this debate and answer the burning question: Is cold calling still relevant in today’s sales landscape?
1. Cold Calling: A Vital Tool in Certain Industries
For some businesses, cold calling isn’t just alive—it’s essential. Many professionals in B2B sales still rely on it as a primary tool to generate leads and grow their client base.
Take industries like manufacturing, equipment sales, and consumables, for instance. One Reddit user in the truck parts industry explained how cold calling played a huge role in their growth. By making hundreds of dials daily, they steadily built relationships that turned into long-term customers. For these businesses, cold calling is the gateway to a conversation that can eventually lead to consistent sales.
The key takeaway? In industries where relationships are built over time, and repeat purchases are common, cold calling is still an effective way to start those relationships. It may not always close a deal immediately, but it plants the seed for future success.
2. Cold Calling Alternatives: The Power of Networking and In-Person Connections
While some businesses thrive on cold calling, others find better success through networking and in-person outreach.
Several Reddit users shared that in-person visits, networking events, and trade shows often lead to better results than cold calls. For example, one home services business owner found success by dropping off promotional materials in person, like yard signs, and chatting with potential clients face-to-face. Another business owner emphasized the value of networking at Chamber of Commerce events, where forming personal connections eventually led to more business.
Cold calling can sometimes feel impersonal, and face-to-face interactions tend to build stronger trust, especially in local markets. Plus, networking events are full of decision-makers who are actively looking for solutions, making them prime opportunities for meaningful conversations.
The lesson here? Cold calling works best when combined with other outreach strategies, especially in-person efforts. If you can mix cold calls with networking, you’ll increase your chances of closing a deal.
3. The Challenges of Cold Calling in Today's Market
Cold calling can be time-consuming and mentally exhausting, and several Reddit contributors were quick to point that out. It takes persistence, and the conversion rates can be low. One user mentioned that it took them anywhere between 1,000 and 1,500 calls to land a new client. That’s a significant amount of time and effort for just one sale.
Moreover, decision-makers are harder to reach now than ever before. Businesses have implemented robust processes to shield them from unsolicited sales calls, making it increasingly difficult to break through. Some small business owners simply don’t pick up the phone anymore, and even if they do, they’re often already wary of sales pitches.
Despite these challenges, cold calling remains a numbers game. For those who persevere, the results can be worth the effort, but it’s not for everyone.
4. Is Cold Calling Dead? The Importance of a Multi-Channel Approach
So, is cold calling dead? Not quite—but it’s evolving. Today, cold calling is just one piece of the puzzle in a broader, multi-channel sales approach.
Many business owners have found success by combining cold calling with other outreach methods like LinkedIn messages, email campaigns, and networking events. This allows you to hit potential clients from multiple angles, increasing your visibility and the likelihood of starting a conversation.
For example, a Reddit user who sells marketing services shared that following up a cold email with a phone call dramatically improved their results. By warming up the lead with an email first, they found the cold call felt less intrusive and led to more productive conversations.
The takeaway? Cold calling on its own might not be as effective as it once was, but when integrated into a multi-channel strategy, it becomes a powerful tool for opening doors and initiating conversations.
5. Hiring and Retaining Cold Callers: An Internal Challenge
One of the biggest challenges businesses face is finding and retaining staff who are willing to make cold calls. Cold calling can feel grueling, and it’s hard to keep salespeople motivated when they’re dealing with rejection after rejection.
A few Reddit users discussed the importance of setting clear expectations and offering solid incentives to keep their teams engaged. One user suggested offering high commissions and not hesitating to put underperforming employees on performance improvement plans if they miss their targets. Another user emphasized the need to build clear goals and support systems around cold calling to ensure success.
Cold calling requires a specific skill set and mindset. Without proper support, it’s easy for employees to burn out or lose interest, which is why motivation and retention are critical to cold calling success.
6. When Cold Calling Works—and When It Doesn’t
Cold calling can work wonders in some industries, especially those that deal in tangible products or services. However, it tends to be less effective in sectors that require high levels of trust and significant investments, like software or accounting.
In these fields, where clients are making large, high-stakes purchases, networking and referrals often provide better returns. One Reddit user selling B2B software noted that clients rarely responded to cold calls, especially when the deal was worth $50,000 or more. For these businesses, relationship-building and personal connections are often more critical than cold outreach.
What does this mean? Cold calling works best for businesses where the product or service is straightforward and requires less upfront trust. If your business deals with more complex sales, you may need to rely on networking, in-person meetings, and referrals instead.
Conclusion
Cold calling isn’t dead—it’s just not for everyone. It’s still a highly effective tool for certain industries and businesses, especially when paired with networking, email, and other outreach methods. The key is knowing when and how to use it as part of a broader sales strategy.
If you’re wondering whether cold calling is right for your business, consider the nature of your product or service, your target audience, and your broader outreach strategy. For many small business owners, cold calling remains a valuable way to start conversations, build relationships, and ultimately close deals.
But for others, networking and relationship-building may be a better fit.