Two Cold Call Case Studies: Why Your Cold Calls Aren’t Working

I believe that cold calls are quite important as part of an overall sales strategy. How they are done, however, determines their success. If the goal of the call is to gather data, share product information, start a conversation, or make an appointment, the odds are that the outcomes will be less than successful: sellers claim over 90% failure on their attempts.

If, however, a seller can enter the call with a goal to create the means for buyers to discover their path to excellence in the area of the seller’s solution, to figure out who they should assemble to begin a change process that leads them to excellence (and possibly a purchase), and create a win/win collaboration with the seller that engages buyers and prospects to continue communicating, then it’s a win.

Using current cold calling techniques, cold callers don’t recognize that the call is meant for them to get their own needs met. Sellers enter the call as if the buyer:

  • were sitting and waiting to hear from them with nothing else to do,
  • needs the solution regardless of their status quo,
  • should respond fully and honestly to a stranger asking probing, rude questions.

And worse of all, there are a large percentage of real buyers who won’t take the call because they either don’t want to speak to a stranger who wants to take their time, don’t like the prying questions or the information push, or aren’t at the stage in their decision path that would enlist a solution or sales person. Using other means of cold calling, these folks could easily be brought on board for appointments with all of the decision makers, or for continued calls of discovery and collaboration.

Here are two lousy cold calls I got recently. I took one of them and created a ‘good call’ using my Buying Facilitation® model to show you the difference between playing a numbers game, and serving buyers to facilitate excellence. Read them all, and decide which is better.

Case Study Number 1

C: Hello, Sharon? Joe from Mimeo calling. How you doin’ today? [I assume he was attempting to be intimate, not knowing that anyone intimate with me would never call me ‘Sharon.’]

SDM: Do you know if that’s my correct name?

C: I do know. It’s your name.

SDM: Really? Are you absolutely certain?

C: I am.

SDM: How can you be so certain?

C: Wait. Aren’t you Sharon? Is Sharon there?

Seriously. That call happened. Word for word.

Case Study Number 2

E: Hi. I’m calling from Ecsell. Is this Sharon?

SDM: Is this a cold call?

E: No. It might be a partnership call and I might be able to hire you as a speaker.

SDM: Cool. You should know, then, that my first name is Sharon Drew.

E: OK. I didn’t know that. But I know you’re a sales company and want to tell you about our coaching products. [And the reason she doesn’t want to collaboratively figure out if our solutions would blend is….? And the reason she tried to trick me into speaking by lying to me is…?]

SDM: Do you know who I am and what I do?

E: You’re the President of Morgen Facilitations. What else should I know? (She’s asking ME?)

SDM: So you didn’t do your homework. I’m a sales visionary, and for decades have been teaching a buy-in model I invented and teach to sales folks and coaches to give them the tools to help buyers make the change management decisions necessary to be ready to buy.

E: That’s no reason you wouldn’t be able to use our products also, or tell your clients to use our products.

SDM: Wow. You’re still pushing without listening to what I said.

E: Oh yeah?? I’m not pushing. Just educating .(So she’s assuming that I need education, that what she has to say is more important and better than who I am, what I do, what I might need, and – worse of all – she’s missing a potential win/win collaboration by lying to ‘get in’ just to educate me.’) After I hung up on her, she called me back three times to leave me messages!

These calls really happened. You can see the lose/lose here, the disrespect, and the lost opportunity. Do you know how your sales folks are making their cold calls? Have you ever considered adding new skills that would facilitate a real collaboration?

This is what a sales call would look like if I use Buying Facilitation® in call #2.

E: Hello. My name is Ellen from Ecsell, and I’m selling coaching products. This is a cold call. Is this a good time to speak?

SDM: Yes, I have a few moments, but I’m not in the market for coaching products. I sell some myself, and use a unique coaching model I developed that probably wouldn’t work with a more mainstream coaching solution.

E: Interesting. I wonder if you ever partner with other companies for those times you find groups with other innovative solutions.

SDM: I would be very interested. What do I need to do to find out if there is a partnership possibility here? It goes beyond whether or not I like your solution, as there are generally criteria on both sides that need to be met. What do you suggest?

E: Well, we could start with introducing each other to our solutions on this call, and if we both like what the other has, then I would set up a conference call with one of our principles. And a good question for us both to answer might be: What would we each need to see from the other to know if we have the content and the integrity to consider a partnership of some kind? If it makes sense, we can go from there. Does that work for you?

See how easy? Collaboration. Win/win. Trust. Respect. And we expanded what might be possible, added in a bit of integrity, and everyone brought their beset game – all on a cold call.

If you ever want your cold calls

  • to enable a collaborative dialogue that’s win-win,
  • to facilitate decision making change, buying and integrity,
  • to make appointments that include the necessary decision makers,
  • to teach your buyers how to consider working with you on the first call,

consider adding Buying Facilitation® to your sales model (it works with all sales models). It uses unique questions and listening that opens discussions that enable change, collaboration, and potentially buying.

About the Author

Sharon Drew Morgen is a visionary, original thinker, and thought leader in change management and decision facilitation. She works as a coach, trainer, speaker, and consultant, and has authored 9 books including the NYTimes Business BestsellerSelling with Integrity. Morgen developed the Buying Facilitation® method ( in 1985 to facilitate change decisions, notably to help buyers buy and help leaders and coaches affect permanent change. Her newest book What? explains how to close the gap between what’s said and what’s heard. She can be reached at [email protected]

Three Ways to Overcome Your Fear of Making Prospecting Calls

Feeling happy and fulfilled at work is essential to our overall success. Many sales people are required to make proactive prospecting calls, and it can be one of the most intimidating aspects of their job. However, having the fear of making the call is nothing to be embarrassed about. In fact, Shannon Goodson and George Dudley reported in their book Psychology of Sales Call Reluctance that 80 percent of new salespeople fail because of call reluctance, while 40 percent of veteran sales people stop prospecting because of it.

If you experience Sales Call Reluctance, you know that it can ruin how you feel about your job and it fills you with an instant sense of dread every time you go to pick up the phone. If you feel like this, you are experiencing one of the 12 types of Sales Call Reluctance. Not only can this affect your ability to succeed at your job, but it can also affect your overall sense of career satisfaction and fulfillment.

Unfortunately, our culture tends to stereotype salespeople in a negative way. Some people think of the sleazy over the top salesperson and this could not be further from the truth. The truth is that sales is a very noble profession and requires a specific set of skills. A good sales force is often the most important factor behind a company’s growth and success.

A surprising fact is that the number one carriers of Sales Call Reluctance are sales managers, sales trainers, and motivational speakers. This is not to say that everyone in this group carries sale call reluctance but you would surprised how easily this group can negatively influence those they are meant to inspire. For example, in a training a sales manager says, “We all know people hate talking to sales people” or “Get out and sell, but don’t be a salesperson!” They are instilling Role Rejection Sales Call Reluctance from the very beginning and fostering a sense of shame about selling. Role Rejection is highly contagious and the managers can be contaminating the very people they intend to inspire. We see this consistently within companies.

Here are three basic tips to overcoming your fear of making prospecting calls:

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About the Author

Connie KadanskyConnie Kadansky is a professional certified Sales Call Reluctance coach and President of Exceptional Sales Performance. She offers speaking, training, coaching and performance improvement services specifically addressing Sales Call Reluctance. She has a proven track record with diverse businesses, from entrepreneurs to Fortune 50 companies, both nationally and internationally. She credits her current status as a speaker to her longtime involvement with Toastmasters International and the National Speakers Association. Connie is a graduate of one of the most respected and accredited coaching schools, Adler School of Professional Coaching. She served as Vice President of Programs for the Phoenix Chapter of International Coaching Federation in 2011. For more information, please visit

Replacing the cold call with: ANYTHING!

I am sick of the argument that cold calling still has a valuable place in selling. Someone PLEASE show me the value.

Let’s look at the stats…

  • 98% or more rejection rate
  • 100% interruption of the prospect
  • 100% they already know what you’re selling
  • 100% they already have what you’re selling
  • 100% manipulation to get through to the decision maker
  • 100% lack of personal preparation about the customer
  • Most sales managers could NOT do what they ask their salespeople to do
  • Rejection is the biggest cause of sales personnel turnover
  • Ask any salesperson if they’d rather have 100 cold calls or ONE referral
  • Cold calls suck.

QUESTION: With these horrid stats, why do sales managers insist on, even measure, cold call activity and numbers?

ANSWER: I have no earthly idea.

Here are 12.5 real world connection strategies to eliminate cold calling. These are not “no brainers.” They’re “brainers!” They’re ideas and strategies that require smart, hard-working people to turn the strategies into money:

1. Build relationships and earn referrals. Visit existing customers. Offer ideas and help.
2. Use LinkedIn to make new connections. Use the ‘keyword’ search feature to uncover prospects you never knew existed. Then connect without using the standard LinkedIn wording. Be original.
3. Ask your informal network of connections to recommend customers. Building and maintaining local and industry specific relationships are critical to building your success. Pinpoint people who respect and admire your ability, the same way you respect and admire theirs.
4. Network face-to-face at the highest level possible. Not an ‘after hours’ cocktail party. Join high-level executive groups and get involved.
5. Join a business association – not a leads club. Someplace where owners gather.
6. Speak in public. All civic groups are eager to get a speaker for their weekly meeting. Be the speaker. If you give a value talk, a memorable talk, EVERY member of the audience will want to connect. You’ll have the potential to gain fifty ‘cold call’ connections each time you speak.
7. Speak at trade shows. Why not get praise for the great speech you gave at the conference every time someone walks by your booth, instead of trying to get them to putt a ball into a plastic cup.
8. Write an article. Nothing breeds attraction like the written word. I am a living example of what writing can do to change a career. Get in front of people who can say yes to you and become known as an expert.
9. Write an industry white paper. CEOs want to create great reputations, keep customers loyal, keep employees loyal, have no problems, maintain safety, and make a profit. Write about how your industry does that and EVERYONE will want to read it (and meet with you). White paper, or brochure? You tell me… Which one gets you invited in the door? Which one earns you respect? Which one builds your reputation? And the ouch question: Which one are you using?
10. Give referrals. Yes, GIVE referrals. What better way to gain respect, cosmic debt, word-of-mouth advertising, and reputation? WARNING: This requires hard work.
11. Send a once a week, value-based message to existing and prospective customers. For the past decade, my weekly email magazine, Sales Caffeine, has been a major source of value to my customers and revenue to me. Where’s yours?
12. Contact current customers who aren’t using 100% of your product line. You have gold in your own back yard. No cold call needed. Call existing customers and get more of their business.
12.5 Reconnect with lost customers. This little used strategy will net you more results than any cold call campaign on the planet. It takes courage to connect, but once you discover ‘why’ you lost them, you can create strategies to recover the account – often more than 50% of the time.

COLD CALL TIME CHALLENGE: What is your REAL use of time making futile cold calls? That’s a number you do not want to see. And how much of your use of time is a waste of time. You don’t wanna see this number either.

Gotta make cold calls? Boss making you cold call? Here’s the strategy for making a transition: ALLOCATE YOUR TIME. If you have to make 50 cold calls a week, allocate enough time to connect with 50 existing or lost customers in the same week. And ask your boss to do both WITH YOU. Let him or her see the futility of making cold calls. Ask them to make 50 cold calls. My bet is they can’t or won’t.

REALITY: Double your quota, double your sales numbers using the strategies above, and your boss won’t care ONE LICK if you ever make another cold call. In fact, they’ll be asking you HOW YOU DID IT.

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email him personally at [email protected].