If you’re selling SaaS, Cold Calling Sucks (and that’s why it works) by Armand & Nick is a must-read.
This book is packed with data and proven strategies. They’ve analyzed over 300 million calls with Gong’s help, so every tip here has been battle-tested. I read it twice, and here are my top takeaways.
1. Maximize Cold Calls with Efficiency
Start the day by knocking out your calls to tackle the toughest task while you’re fresh. Aim for 40+ dials per hour and make this a daily habit to keep your pipeline alive and healthy.
2. Get a “Cold Calling Buddy”
Going solo makes it easy to quit. Find a buddy to hold you accountable. Share tactics, exchange talk tracks, and keep each other motivated, especially after tough rejections.
3. Handle Objections Smoothly
Most objections? Stalling tactics. Here’s a three-step method to break through:
- Agree: Disarm them with agreement, so they relax and listen.
- Find the Core Issue: Ask, “Is it timing, budget, or something else?” This gets to the heart of the hesitation.
- Offer a Trial: Keep them engaged with a trial or success story, giving them a taste of the value.
4. Track 3 Key Metrics for Cold Calling
Want to boost dial success? Focus on these three conversion metrics:
- Connect Rate: How many people pick up? Improve it by dialing mobile and direct lines, and avoid being flagged as spam by rotating numbers.
- Set Rate: Turning convos into meetings. Smart reps target high-interest leads: those who’ve opened emails, visited pricing pages, or recently replied.
- Show Rate: Getting prospects to actually show up is crucial. Send reminders the day before and week-of, and if they miss it, follow up to reschedule.
5. Understand Objection Types
Armand & Nick outline three main objection types and how to tackle them:
- Dismissive: (49.5%) “Not interested” or “Call in six months.” Agree, then redirect to uncover the real issue.
- Situational: (42.6%) Budget or timing concerns. Acknowledge, then offer a quick trial.
- Existing Solution: (7.9%) They have a current solution. Ask, “How are you handling [problem]?” This can reveal gaps you can fill.
6. Stop Sounding Like a Sales Rep
Sounding too “sales-y” puts you on the fast track to rejection. Drop weak openers like, “How’s your day going?” or “Did I catch you at a bad time?” Instead, try openers with solid success rates like:
- Familiar Name: “Have you heard our name mentioned?” (Add context so it feels genuine.)
- Permission Opener: “Mind if I explain why I’m calling?” (Always add context.)
7. Don’t Practice on Prospects
Your leads aren’t practice targets. Sharpen your skills before dialing, using AI, solo drills, or role-play with teammates. Going in prepared saves valuable leads from getting wasted.
8. Talk Problems, Not Features
Forget jargon. Address their challenges—focusing on pain points is three times more effective than pitching features. When you trigger a specific pain point, you get attention and relevance.
9. Lock In Meeting Details
When someone says “yes” to a meeting, make it stick:
- Schedule it within a week or two.
- Confirm their email on the call to avoid typos.
- Send the invite on the spot and ask them to accept it—this way, it shows up on their calendar.
10. Beat Cold Call Nerves with Practice
Confidence is key, and it comes from repetition. Master your talk tracks and role-play until you’re fluent. Confidence on the phone helps you get straight to the point without freezing.
11. Structure Your Call Routine
Cold calling isn’t just about skill; it’s also about discipline. Set a daily rhythm with a block schedule: Green for prospecting, Yellow for meetings, and Red for admin tasks. Stick to this, and productivity will rise.
12. Use Voicemails Wisely
Forget getting callbacks. Voicemails are about boosting email response rates. Drop two voicemails: the first sets the context; the second emphasizes their pain point. Simple but effective.
13. High Performers Outpace the Average
The top 25% of cold callers schedule 13 times more meetings than the average rep—without extra dials. Their edge? Consistency and skill.
Final Takeaway: Cold Calling is a Grind, Not Luck
Cold calling success doesn’t come from random luck or the rare “hot streak.” It’s a daily grind. Show up, hit your numbers, set goals, and stay accountable. Armand & Nick even suggest signing a “contract” with yourself: commit to the calls, acknowledge it’s tough, but remember—it works.
