How to Do Cold Calling in Outbound

Should you be cold calling your prospects? Probably not yet.

Let's start with the reality: cold calling adds substantial cost to your outbound process. You need people making calls, which means either your time or someone else's salary. It increases complexity. For most businesses building a sales pipeline with outbound, cold calling is not the most cost-effective first point of contact.

The more efficient approach is typically to lead with email. Once you're seeing traction, like positive replies and meetings booked, then layer in cold calling as a second or third touchpoint.

Cold calling can absolutely be effective for local services businesses. But it works better when:

• You've already proven your messaging through email
• You're following up with less cold leads (people who opened, clicked, or replied)
• The market data tells you it's worth the added investment

Start with email, get traction, then add calls when the numbers justify it.

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