Is Cold Calling Dead in 2025? 5 Reasons Why Not

Is cold calling dead, or does it still work? 

Marketing and sales professionals have debated cold calling for years—especially with the rise of the internet, caller ID, smartphones, and texting. Some say these technologies have made cold calling harder. With caller ID, people can easily screen calls, and many consumers now prefer the convenience of emails or texts. That being said, cold calling’s so-called demise has been greatly exaggerated. And the data proves it. 

In this blog, we’ll break down the numbers that show cold calling remains an effective marketing and sales tactic in 2025—and share some tips to make it work for you.

What Is Cold Calling?

Cold calling is a type of outbound marketing where sales reps reach out to potential customers who haven’t interacted with them before. It’s often referred to as an unsolicited or sales call, and businesses use it for various purposes, including generating leads, setting up appointments, and closing deals.

A typical cold calling process starts with market research. Sales teams compile contact lists, then assign reps to specific leads with call quotas. Reps use scripts tailored to different scenarios—for example, voicemails, common objections, or prospects who express interest.

From there, it’s all about persistence. Most calls go unanswered or straight to voicemail. If a rep reaches a prospect, they follow their script and adjust as needed. Depending on the response, they might schedule a follow-up, set up a sales meeting, or move the conversation to another channel.

What the Data Shows

So, does cold calling still work? Or is it outdated as critics claim? The numbers tell the real story.

Cold calling can be highly effective—when done right. Many sales reps struggle with it, often due to a lack of experience, know-how, or motivation. That’s why most don’t see results. But when best practices are applied, cold calling can actually drive more revenue than email or LinkedIn prospecting. 

Let’s take a closer look at the stats.

1. Top Cold Callers Connect with More Prospects

Marketing and sales teams track cold calling success using key performance indicators (KPIs). One crucial metric is connect rate—the percentage of prospects who answer the phone.

Revenue intelligence platform Gong analyzed data from 300 million calls. Their research found that the average sales rep connects on just 5.4% of their calls, requiring 19 calls to reach a prospect. In contrast, the top 25% of sales performers connected on 13.3% of their calls, needing only 8 calls on average.

What made the difference? The best sales reps followed best practices, such as tracking calls and cadences and eliminating bad numbers from their contact lists.

2. Effective Cold Callers Book More Meetings

Another important cold calling KPI is set rate—the number of conversations it takes to book a meeting. Here, Gong’s research found a big difference between average reps and top performers.

The average sales rep has a set rate of 4.6%, which translates to making cold calls for an hour a day to secure just two meetings per month. But for the top 25% of sales performers, the set rate jumps to 16.7%, which is equivalent to 18 meetings per month.

Because top reps also connect with more prospects and make more calls, a high-performing cold caller can book nearly one meeting per hour.

3. Cold Calling Success Rates Are Increasing

Cold calling is becoming more effective, says sales intelligence provider Cognism. Their research shows that set rates are on the rise—meaning more connected calls are turning into sales meetings.

In 2023, just 2% of calls led to a meeting. By 2024, that number more than doubled to 4.82%. What’s driving the increase? Better screening of mobile numbers, ensuring reps reach the right prospects instead of wasting time on bad data.

4. Cold Calls Promote Higher Email Reply Rates

Cold calling doesn’t just work on its own; it also improves the success of other outreach efforts. A deeper look at omnichannel marketing data shows cold calls can significantly increase email reply rates.

Gong found that emails sent without a prior cold call get a 1.81% reply rate. But when a cold call is made first, the reply rate jumps to 3.44%, an increase of 190%.

Why does this happen? A cold call, even if it goes to voicemail, raises brand awareness. By the time a prospect sees your email, they’re more likely to recognize your name—and respond.

5. Cold Calls Drive More Revenue

Despite claims that other marketing methods have replaced it, sales development representatives (SDRs) generate more revenue from cold calling than from email or LinkedIn. A survey by demand conversion platform provider Chili Piper found that among SDRs:

• 31% said cold calling is their top revenue driver
• 24% said email
• 10% said LinkedIn

The bottom line? Cold calling still works—and it still brings in sales.

Cold Calling Do’s and Don’ts

Want to get results like top sales reps instead of struggling like average call center agents? We’ve covered essential cold call tips and strategies in previous posts, but here are some more advanced tips from cold calling pros:

Do: Optimize Your Call Lists

Top-performing sales reps don’t waste time on bad numbers. They prune their calling lists to maximize connections. If you’re calling B2B prospects, use mobile numbers that connect anywhere or direct dial lists to bypass gatekeepers.

Tools like LinkedIn and sales intelligence platforms help identify direct contacts. Found a bad number? Cross it off so you don’t waste another call on it.

Do: Follow Compliance Rules

Cold calling is regulated, and breaking the rules can lead to hefty fines. The Federal Trade Commission’s Telemarketing Sales Rule and other federal and state regulations apply. 

Key points:

• Avoid Do Not Call Registry numbers.
• Call only within legal hours (usually 8 a.m. to 9 p.m. on weekdays, with different rules for weekends and holidays). 
• Identify yourself clearly on Caller ID.
• Honor opt-out requests immediately.

Do: Set Target Numbers

Cold calling is a numbers game. To hit revenue targets, you need to track key metrics like connect rates, set rates, and conversion rates. Figure out how many calls per hour you need to reach your goal, then build your schedule around it. Improving your connect and set rates will make you more efficient over time.

Do: Leverage Outbound Calling Technology

Technology can supercharge your cold calling efforts. Using the right tools helps you focus on conversations that convert rather than wasting time dialing dead leads.

Outbound engagement platforms include tools like:

• Predictive dialers that prioritize high-quality leads
• CRM integration to track interactions and follow-ups
• Agent prioritization to match top reps with high-value prospects
• Compliance tools to keep you within legal guidelines

Do: Rehearse to Sound Natural

Scripts are essential for cold calling, but if you’re not comfortable with yours, it will show. Top sales reps practice until their delivery feels natural. Here are some tips:

• Rehearse your script out loud until it flows smoothly.
• Record yourself and listen for areas where you sound confident vs. uncertain.
• Compare how you sound with top-performing sales reps and identify adjustments. 
• Practice with a partner to fine-tune your approach and build confidence.

The goal? Sound conversational, not scripted.

Do: Practice Handling Objections

Successful cold callers know what objections are coming—and they’re ready. Here’s how to stay ahead:

• List the most common objections you hear.
• Develop clear, confident responses for each one. 
• Practice your responses alone and with a partner until they feel natural.

The better you handle objections, the more productive your calls will be.

Do: Follow up with Multiple Calls and Channels

Perseverance pays off. A single cold call rarely seals the deal—but follow-ups increase your chances. Sales trainer Jeb Blount, author of Fanatical Prospecting, recommends multi-touch sequences that mix: 

• Multiple calls
• Follow-up emails
• Other outreach channels

As research shows, cold calls increase email reply rates, so combining both strategies can double your chances of getting a response.

Don’t: Rely on Manual Dialing Alone

Manual dialing has its place, but relying on it alone slows you down. Today’s outbound engagement technology lets you optimize your dialing rate. Outbound sales and call center agents can: 

• Use manual dialing for high-priority leads. 
• Choose dialing modes that adjust speed based on agent availability.
• Dial multiple numbers at once to reduce downtime and increase efficiency.

Don’t: Fear the Phone

Fear of cold calling hurts confidence—and conversions. If anxiety holds you back, try managing your physical and mental responses:

• Deep breathing can help if your heart rate spikes before calls.
• Reframing negative thoughts helps shift your mindset.
• Pre-call routines (like listening to past successes) can put you in the right headspace.

Confidence is a cold caller’s best tool—train yourself to own the conversation.

Don’t: Read Scripts Robotically

Scripts help, but reading them word-for-word makes you sound stiff. Instead:

• Treat scripts as guidelines, not rigid text.
• Focus on the flow of the conversation, not getting every word perfect.
• Prepare for different scenarios so you’re not thrown off if things go off script. 
• Practice with a partner to make your delivery feel natural.

A good script should sound like a dialogue, not a monologue.

Don’t: Talk over Prospects

If you’re talking at prospects instead of listening, you’re losing them and missing valuable feedback. Studies show the best call center agents talk 40% to 54% of the time—the rest is listening. 

• Ask open-ended questions to engage prospects.
• Pause and listen instead of rushing to the next line.
• Review call recordings to check your talk-to-listen ratio.

The more prospects feel heard, the more likely they are to engage.

Don’t: See Non-Connecting Calls as Failures

Not every call results in a meeting, and that’s just part of the game. Instead of getting discouraged:

• Think like an athlete. More reps lead to better results.
• Focus on improving connect and set rates, not just raw call numbers.
• Track small wins (like a great conversation or a callback) to stay motivated.

Cold calling is about persistence. Put in the work, and the numbers will follow.

The Bottom Line: Cold Calling Still Works When You Do It Right

Cold calling is definitely not dead. In fact, companies that don’t cold call see 42% less growth than those that do. But success depends on more than just picking up the phone—you need the right strategy and the right technology.

That’s where Readymode™ comes in. Our outbound customer engagement platform gives you the tools to make cold calling more effective, including:

• Predictive dialing to maximize efficiency
• Customized call cadences to reach prospects at the right time
• Lead management and built-in CRM to keep your pipeline organized
• Real-time reporting for data-driven insights
• Built-in security and compliance tools to protect your business and caller ID reputation 

Customers using Readymode need 37% fewer calls to connect and see a 400% faster return on investment. Book a demo today to see how Readymode can help you connect smarter and sell more.