Cold Calling Isn’t Dead: Here’s How to Make It Work in 2025 

Is cold calling still effective? Many times, sales professionals find themselves stuck in a frustrating cycle where this seemingly outdated sales methodology seems ineffective. Even for some of the most charismatic individuals, cold calling appears daunting, an unpleasant reminder of their past failures and rejections.  

But is cold calling completely dead? 

The sales and marketing industry has been debating cold calling for years, but almost every business is still using cold calling strategies. So, it might still be something worth the effort. Even though we are now living in an era of widely accessible information, cold calling still holds a significant place.  

In this article, we’ll dig into the details of cold calling and how you can tailor it to meet the requirements of the current business climate. 

What Is Cold Calling? 

Cold calling is an outbound marketing tactic where the sales agents reach out to potential customers. It is essentially an unsolicited call that companies do for different purposes, such as generating leads, closing deals, or setting up appointments.  

A cold call usually starts with conducting market research. Sales teams create a contact list based on research and assign call quotas to specific leads. Reps use the scripts customized to various scenarios like voicemails, shared objectives, and interested prospects. 

Cold calling success depends on resilience and persistence against rejection. Time is an important factor when reaching prospects. For instance, calling in the late afternoon catches prospects at a highly receptive time. 

What Is the Difference Between a Hot Call and a Cold Call? 

Hot calling is when a sales rep or agent reaches out to a sales lead they have communicated with already. It is essentially a step forward in the sales operations. In contrast to cold calling, hot calling engages a sales lead who has shown some interest in what your business is selling. This improves the odds of your call being successful.  

An example would be a prospect engaging by filling out a form on your website or a prospect you run into at a conference asking you to schedule an appointment for them. In both these situations, you will make a hot call to reach a hot lead. 

How to Make Cold Calling Effective? 

Whether you like cold calling or not, the truth is it is still an essential component of customer acquisition. Cold calling statistics might throw you off. According to a 2025 report by Cognism, the approximate B2B cold-calling success rate is 2.3%, a marked drop from 4.8% in 2024. The low numbers, however, don’t mean you can’t improve your cold calling techniques.  

Here are a few ways you can boost your odds of cold calling success without having to overwhelm or exhaust your sales team. 

Embrace Rejection 

When it comes to sales, rejection cannot be perceived as a dead end. Data from Sales Insights Lab suggests that about 50% of cold call prospects are an ill fit for your brand or what you are trying to sell. Getting a no isn’t really a bad thing; it helps with filtering out prospects for the sales funnel. Companies like HubSpot train their employees to consider a “no” as a signpost rather than a stop sign.  

Play The Long Game  

According to RAIN Group, 2025, it takes an average of 8 cold calls to reach a potential customer, and chances of making a sale are minimal on the initial touchpoint. That is why high-functioning companies such as Gong focus more on moving the prospects down the stage funnel instead of immediate conversions. Instead of forcing a sale, focus more on how you can get a follow-up call or set up a meeting.  

Prioritize And Know When to Walk Away 

Being a sales expert, you’d be able to effectively gauge whether a prospect is interested or not. Not all leads need your incessant efforts. Using CXMs like Antlere, successful sales agents can now filter out leads and invest their time smartly. A report by Cognism shows that cold callers waste about 33% of their week on low-potential leads. Learn when to cut conversations short. In sales, your energy is a currency, and you must learn how to spend it in a way that gets the best outcomes. 

Follow a Script, Not a Monologue  

Although cold calling scripts can be helpful, they are not fixed contracts. Research by Gong suggests that sales agents who are too bookish about their scripts see a 23% drop in the engagement rate compared to those who adapt in real time. Expert cold callers know how to balance spontaneity with structure. If a prospect is conversational, slow your pace and build a rapport. If they are data-driven and direct, there is no need for the small talk. 

Improve Your Odds of Cold Calling Success with A Power-Packed CXM 

Cold calling doesn’t have to be guesswork. With Antler’s intelligent CXM software, you get the necessary tools to transform every call into a potential success. From multichannel integration and smart call insight to lead tracking and centralized customer data, Antlere equips your sales team with everything they require to tailor outreach and close maximum deals.