Cold Calling: A Practical Guide for Sales Reps in 2025

When I first started out in SaaS, I’ll be honest—cold calling felt like the sales equivalent of eating your vegetables. Everyone says it’s good for you, but nobody’s lining up for seconds. Fast forward to 2025, and here we are: AI is everywhere, inboxes are overflowing, and yet, the humble cold call is still alive and kicking. In fact, it’s often the secret weapon for sales reps who want to break through the digital noise and actually have a real conversation.

I’ve seen firsthand (and heard from plenty of sales teams) that cold calling isn’t just surviving—it’s evolving. The numbers back it up, too: despite all the “cold calling is dead” hot takes, 68% of sales orgs still use cold calling in some capacity, and a surprising number of reps are actually making more calls year-over-year. So, whether you’re a seasoned SDR or just getting started, this practical guide is for you. We’ll break down what cold calling really means, why it still matters, and how to use modern tools—like —to find and connect with leads faster (and with less hair-pulling). Let’s dive in.

What is Cold Calling? Understanding the Basics

Let’s start with the basics: what is cold calling? In plain English, cold calling means picking up the phone and reaching out to someone you’ve never interacted with before, hoping to spark a conversation about your product or service. No prior emails, no warm intros, just you, your phone, and a list of strangers.

Cold calling definition:

Cold calling is the practice of contacting potential customers who have not previously expressed interest in your product or service, typically by phone, to introduce your offering and start a sales conversation.

The key word here is “cold.” These folks don’t know you, and you don’t know them—yet. Compare that to warm calling, where you’re reaching out to someone who’s already shown some interest (maybe they downloaded a whitepaper, attended a webinar, or were referred by a mutual contact). There’s even “hot calling,” which is basically calling someone who’s already asked to talk to you—those are the unicorns of the sales world.

Example:

• Cold call: You dial a list of local business owners you found online, none of whom have ever heard of you.
• Warm call: You call someone who filled out a “contact us” form on your website.
• Hot call: You call a prospect who replied, “Please call me ASAP, I’m interested!”

In 2025, cold calling is still about that initial, unsolicited outreach—but with smarter targeting, better data, and a lot more empathy than the old “smile and dial” days.

Why Cold Calling Still Matters in 2025

So, why bother with cold calling when you could just fire off a few hundred emails or slide into someone’s LinkedIn DMs? Here’s the thing: cold calling still works, especially when you do it right.

The Unique Advantages of Cold Calling

• Immediate Feedback: Unlike email (which might get ignored for days or lost in spam), a phone call gets you instant feedback. You know right away if someone’s interested, confused, or just wants to hang up.
• Personal Connection: Voice builds trust. It’s a lot harder to ignore a friendly human than it is to delete an email.
• Reaching Decision-Makers: Believe it or not, 57% of C-level execs prefer phone contact for first outreach, compared to just 47% of managers. Sometimes, the phone is the only way past the digital gatekeepers.
• Pipeline Power: When inbound leads dry up, cold calling is a proactive way to fill your funnel and keep your pipeline healthy.
• Real-Time Discovery: You can ask questions, handle objections, and tailor your pitch on the fly—something no email template can do.

Cold Calling by the Numbers

• Success Rate: The average cold call success rate is about in 2025. That means for every 100 calls, you might book 2–3 meetings. Not huge, but those meetings can lead to big deals.
• Conversion to Sales: Of those qualified leads, about . So, it’s a numbers game, but a winnable one.
• Contact Rate: , and 82% of buyers will accept meetings at least occasionally with sellers who reach out.
• Persistence Pays: It takes an average of 3 call attempts to connect with a lead, and 93% of successful conversations happen by the third try.

Cold Calling Use Cases & ROI

Here’s a quick table summarizing where cold calling shines:

Bottom line: Cold calling isn’t just a relic—it’s a vital, ROI-positive skill for modern sales teams, especially when paired with digital outreach.

Building Your Cold Calling List: Finding the Right Prospects

Let’s be real: cold calling random people is a fast track to burnout (and a sore throat). The secret to cold calling success? Targeting the right people. That means building a high-quality list of prospects who actually fit your ideal customer profile.

Why Targeting Matters

• Better Fit = Better Results: The more closely your prospects match your ideal customer, the higher your conversion rates.
• Save Time: Calling the right people means less time wasted on dead ends.
• Personalization: With good data, you can tailor your pitch and stand out from the “spray and pray” crowd.

How Thunderbit Can Help

This is where comes in. As someone who’s spent years building sales and automation tools, I know how tedious it is to hunt down contact info. Thunderbit’s AI web scraper makes it easy to scrape names, emails, phone numbers, addresses, and website links from listing pages, directories, and even PDFs.

Say you’re selling HR software to tech startups. Instead of Googling “HR managers in San Francisco” and copy-pasting for hours, you can use Thunderbit to scrape a directory or LinkedIn search results and get a ready-made call list—complete with direct dials and emails—in minutes.

Using Thunderbit to Scrape Leads

Here’s how you can use Thunderbit to build your cold calling list (and save yourself a ton of manual work):

Step-by-Step: Scraping Contact Data with Thunderbit

1. Install the Thunderbit Chrome Extension:

   Download it .

2. Navigate to Your Target Directory:

   This could be a business directory, association member list, LinkedIn search, or even a university faculty page.

3. Activate Thunderbit and Use “AI Suggest Fields”:

   Thunderbit’s AI will automatically detect relevant fields—like name, company, phone, email, and more. You can adjust columns as needed.

4. Start the Scrape:

   Click “Scrape” and let Thunderbit do its thing. For directories with subpages (like individual profile links), use the “Scrape Subpages” feature to pull deeper details.

5. Export and Organize:

   Export your results to Excel, Google Sheets, Airtable, or Notion. Clean up your list, filter by your ideal customer profile, and you’re ready to dial.

Pro tip: Thunderbit can also help you scrape addresses or even company tech stacks from websites, giving you more context for your calls.

For more on scraping contact info, check out .

Preparing for Success: Cold Calling Tips Before You Dial

Preparation is the difference between a cold call that fizzles and one that lands a meeting. Here’s how to set yourself up for success before you even touch the phone.

1. Research Your Prospects

• Company & Role: Know what the company does and what your prospect’s role is. A quick LinkedIn scan can reveal pain points or recent news.
• Personalization: Look for a hook—maybe they just got funding, launched a new product, or posted about a relevant topic.
• Use Your Data: If you scraped info with Thunderbit, you might already have direct dials, emails, and even job titles to help you tailor your approach.

2. Set Clear Objectives

• What’s Your Goal? Are you trying to book a meeting, qualify a lead, or just introduce yourself?
• Primary & Secondary Goals: Have a main ask (e.g., “Can we set up a demo?”) and a fallback (e.g., “Can I send you more info?”).

3. Craft a Compelling Opening Line

• Be Direct, Be Human: “Hi [Name], this is Shuai from Thunderbit. The reason I’m calling is…”
• Personalize: Reference something specific to them (“I saw your team just expanded…”).
• Ask a Question: “How are you currently handling [problem]?”

4. Timing Matters

• Best Times to Call: Studies show late morning (10–11 AM) and late afternoon (4–5 PM) are the best windows for cold calls.
• Best Days: Wednesday is often the top day, with Tuesday and Thursday close behind. Mondays and Fridays? Not so much.
• Know Your Persona: Adjust for your industry—don’t call restaurant owners at lunchtime, for example.

5. Use Scripts (But Don’t Sound Scripted)

• Outline, Don’t Memorize: Have a script for your opener, value prop, and common objections, but keep it conversational.
• Practice: Rehearse out loud. Record yourself if you’re brave (I’ve cringed at my own recordings more than once, but it helps).

Timing Your Calls for Better Results

Let’s talk timing—because calling at the wrong time is like showing up to a party after everyone’s gone home.

• Late Afternoon Wins: Calls between 4–5 PM are than calls around lunch.
• Mid-Week Sweet Spot: Wednesday is statistically the best day to connect, with Tuesday and Thursday not far behind.
• Avoid Mondays & Fridays: People are catching up or winding down—your call will probably get ignored.
• Track Your Own Results: Every industry is different. Keep notes on when you get the best responses and adjust your schedule.

Making the Call: Cold Calling Techniques That Work

Alright, you’ve got your list, your research, and your script. Now comes the fun (and sometimes nerve-wracking) part: making the call.

The Anatomy of a Successful Cold Call

1. Opening & Rapport (First 10–20 seconds)
   • Be friendly, confident, and clear about who you are.
   • Use a pattern interrupt: “How have you been?” can boost success rates up to compared to a generic opener.
2. State Your Reason for Calling
   • “The reason I’m calling is I noticed your company just expanded your sales team, and we help sales leaders ramp new reps faster.”
3. Ask an Open-Ended Question
   • “How are you currently finding leads for your new reps?”
4. Listen & Build Value
   • Let them talk. Take notes. Reference similar clients or results if relevant.
5. Handle Objections (More on this below)
6. Close for the Next Step
   • “Would you be open to a quick 20-minute call next week to see if we can help?”
7. Wrap Up & Confirm
   • Summarize next steps, thank them for their time, and send a follow-up email right after.

Pro tip: Use collaborative language (“we,” “our clients”) and keep your tone upbeat. Smiling while you dial actually works—people can hear it in your voice.

Handling Objections and Rejection

Let’s face it: rejection is part of the game. But objections aren’t the end—they’re just the beginning of a real conversation.

Common Objections & How to Respond

• “I’m not interested.”
  • “I hear you. Many people I call say that at first. Just out of curiosity, what are you currently using for [problem]?”
• “Just send me an email.”
  • “Absolutely. What would you like to see so I can make it relevant?”
• “We already have a solution.”
  • “That’s great. Out of curiosity, what do you like most about it? Some of our clients switched from [competitor] because they needed [unique benefit].”
• “How much does it cost?”
  • “It varies based on scope, but typically our clients see ROI in [timeframe]. If pricing is a concern, I can walk you through options in a quick call.”

Tips for Staying Positive

• Don’t Take It Personally: Most rejections aren’t about you—they’re about timing or fit.
• Embrace Objections: They mean the prospect is at least engaging.
• Keep a Cheat Sheet: Have quick responses ready for the most common pushbacks.
• Reflect & Improve: After each call, jot down what worked and what didn’t.

Following Up: Turning Cold Calls into Opportunities

The real magic happens after the call. Whether you booked a meeting or just got a “maybe,” follow-up is where deals are won.

• Send a Prompt, Personalized Email: Reference your conversation, deliver on any promises (case studies, info, etc.), and confirm next steps.
• Log Your Notes: Use your CRM or a spreadsheet (exported from Thunderbit) to track call outcomes, pain points, and follow-up tasks.
• Schedule the Next Touch: If they said “call me next month,” set a reminder—don’t rely on memory.
• Multi-Channel Nurturing: Connect on LinkedIn, send relevant content, or even a short video message to stay top of mind.
• Personalize Using Data: Use details scraped with Thunderbit (like company news or job titles) to make your follow-ups more relevant.

Remember: 80% of sales require 5 or more follow-ups after the initial meeting, but 44% of reps give up after one. Persistence pays.

Measuring and Improving Your Cold Calling Results

You can’t improve what you don’t measure. Tracking your cold calling metrics helps you see what’s working and where to tweak your approach.

Key Metrics to Track

• Calls Made: How many dials per day? Top reps average .
• Contact Rate: What percentage of calls reach a live person? Aim for 20–30%.
• Success Rate: How many calls result in a meeting or qualified lead? Industry average is , but targeted lists can hit 5–10%.
• Conversion Rate: Of those meetings, how many turn into sales? About is typical.
• Follow-Up Success: How many meetings actually happen? How many require multiple touches?
• Call Duration: Successful cold calls average .

Pro tip: Use Thunderbit’s data exports to easily analyze your results in Excel or Google Sheets.

Conclusion & Key Takeaways

Cold calling in 2025 isn’t dead—it’s just smarter, more targeted, and more human than ever. The phone is still one of the best ways to break through the digital clutter and have real conversations with decision-makers. The numbers prove it: cold calls still drive pipeline, book meetings, and close deals—especially when you combine them with digital outreach and use the right tools.

Here’s what I’d leave you with:

• Preparation is everything: Research your prospects, set clear goals, and use data to personalize.
• Persistence pays: It takes multiple touches to get results—don’t give up after one try.
• Leverage technology: Tools like make building high-quality call lists faster and easier than ever.
• Track and improve: Measure your results, learn from every call, and keep refining your approach.
• Stay human: At the end of the day, sales is about people. Be authentic, listen, and add value.

So, next time someone tells you cold calling is dead, just smile, pick up the phone, and prove them wrong. With the right mindset, tools, and tactics, you’ll turn cold calls into warm opportunities—and maybe even enjoy the process along the way.

Want more sales and automation tips? Check out the or explore more guides like .

Happy calling—and may your next dial be the start of something big.

FAQs

1. What is cold calling and how is it different from warm or hot calling?

Cold calling involves contacting potential customers who haven't expressed interest in your product or service, typically via phone, to introduce your offering and start a sales conversation. Unlike warm or hot calling, there's no prior relationship or interaction with the prospect.

2. Why is cold calling still relevant in 2025?

Cold calling remains effective because it provides immediate feedback, builds a personal connection through voice, and often reaches decision-makers more reliably than digital outreach. It continues to generate strong ROI, especially when inbound leads are low or when targeting niche markets.

3. How can sales reps build a high-quality cold calling list efficiently?

Sales reps can use tools like Thunderbit to scrape contact information from directories, LinkedIn, or PDFs. This allows for quick, accurate list creation with details like names, roles, emails, and phone numbers, streamlining the targeting process.

4. What are the best times and days to make cold calls?

The most effective times to cold call are late mornings (10–11 AM) and late afternoons (4–5 PM), with Wednesday being the top-performing day. Avoid Mondays and Fridays, when people are usually preoccupied or winding down.

5. What are common mistakes in cold calling and how can they be avoided?

Frequent cold calling mistakes include lack of research, sounding scripted, pitching too early, and not setting next steps. Reps should personalize their approach, listen actively, and always aim to secure a follow-up or meeting to improve results.