In this guide, we share the playbook that we at ZELIQ use to boost cold-call conversions by more than 30%. 🚀
People often think they already know everything about cold calling. Yet it remains a critical tool. Despite digital channels being everywhere, nothing truly replaces the energy of a real conversation.
I remember the early days of building our sales team at ZELIQ. We assumed cold calling was outdated, so we initially put it aside. But times have changed, and after struggling to connect with some key prospects, we gave the phone another shot.
That second attempt delivered some of our biggest deals that quarter. 💥
What makes a cold call effective today?
A cold call aims first and foremost to secure a second conversation, like a product demo or discovery call. The challenge is catching the prospect’s attention within seconds and sparking curiosity.
Buyers today are well-informed and short on time. They want to know why they should spend even 15 minutes talking to you.
To stand out, you need thorough preparation, a positive mindset, a flexible script, and a plan for managing objections.
That plan should turn a quick “no” into a chance to explore genuine needs.
The IMAC method
Interest: Grab their attention with a clear, relevant statement or question. Maybe you reference a post they wrote or a problem in their industry.
Message: Show you understand their situation or sector. Explain why you’re calling now.
Activation: Highlight a pain point or a potential quick win. Give the prospect a reason to keep listening.
Concreteness: Offer tangible data, a case study, or a short report.Make the benefits immediately clear so they’ll want a follow-up.
A few essentials amplify IMAC :
Set specific goals for calls and conversion, work in an environment that keeps you focused, batch calls to get into a rhythm, and maintain a high-energy mindset (standing while calling can help).
When my own sales reps struggled, we broke down each call’s opening into IMAC steps. Once they saw how it flowed, their confidence soared. They no longer improvised blindly; they had a roadmap to follow. ✨
The Three C’s method
An effective opening follows these steps :
Clear: State who you are, the company you represent, and why you’re calling.
Prospects should instantly understand your credibility and the context of the conversation.
Concise: Use brief statements to get straight to the value you can bring.
Prospects rarely have time to hear long explanations.
Confirmed: Ask a question or prompt them to respond.
You want to confirm they understand what you’ve said and show you want real dialogue.
A handy trick is the “Flash Question” right after you say your name and company.
It grabs their attention and helps you learn their main challenge before you start your pitch.
One of my reps landed a major client by starting with: “If you could instantly solve your biggest production headache, what would that look like?”
The prospect lit up at the question. By the time the rep introduced our solution, the prospect was already invested.
Mastering objections like a pro
Cold callers will always hear things like :
I don’t have time.
I’m not interested.
We already have a solution.
No budget.
Below is a table showing common objections, the standard response (to avoid), and a more “valued” response that can keep the conversation going :
Below is a table showing common objections, the standard response (to avoid), and a more “valued” response that can keep the conversation going :
Objection | Standard Response (to avoid) | Valued Response |
1. “Send me an email.” | “Okay, I’ll send it.” | “I can send you a recap, but 60 seconds on the phone will let us confirm if it’s really relevant for you.” |
2. “Not interested.” | “No problem, goodbye.” | “I understand. Before hanging up, is this a topic you ever discuss internally?” |
3. “Too expensive.” | “We can give you a discount.” | “Often that happens when the overall value isn’t clear yet. Could you share what matters most to you right now?” |
4. “We already have a competitor.” | “We’re better than they are!” | “Great, so you’re familiar with this type of solution. What do you like about theirs, and what might still be missing?” |
5. “Call me back in 3 months.” | “Perfect, I’ll make a note.” | “Understood. Just out of curiosity, what’s going to change in 3 months?” |
6. “I don’t have time right now.” | “Okay, sorry to bother you.” | “I hear you. Could we quickly see if it’s relevant so we can schedule a more convenient time?” |
7. “We handle this in-house.” | “Then there’s nothing I can add.” | “That’s great you’re self-sufficient. I’m curious how your internal process compares to external solutions—would it help to explore potential gaps or efficiencies?” |
8. “You’re not speaking to the right department.” | “Okay, can you transfer me?” | “Got it. Who in your organization usually deals with [pain point] or [product area]? A quick intro would be really helpful—I don’t want to waste anyone’s time.” |
9. “It’s not a priority right now.” | “No worries, I’ll just call back later.” | “I understand. May I ask what’s currently taking priority? This will help me see if there’s a better time or approach for us to talk, or if we should check back when the timing’s right.” |
10. “I’m heading into a meeting.” | “Okay, I’ll call again.” | “No problem! If you give me 20 seconds, I’ll tell you why I’m calling. If it’s interesting, we can book a quick follow-up at your convenience—would that be fair?” |
Treat these not as dead ends but as chances to learn more. Instead of sending an email and ending the call, ask for 60 seconds to see if it’s truly relevant. ⏱️
If they say it’s too expensive, try to uncover what “too expensive” really means to them. Maybe they don’t see the overall value yet. Genuine curiosity can change the tone.
Tracking essential KPIs to measure and improve performance
Calling randomly won’t help if you don’t track your results.
Here are the main KPIs we focus on to keep improving :
Number of calls made
Indicates your activity volume.
As a reference, an SDR can aim for between 50 and 100 calls/day (depending on the offer’s complexity).
Connect rate
The proportion of calls that lead to a real conversation (not a voicemail or invalid number).
Watch this carefully to adjust your calling hours or the reliability of your data.
Conversion rate into appointments
The percentage of calls that turn into a qualified appointment (or the next step: demo, discovery, etc.).
This KPI is crucial for assessing the quality of your script, targeting, and value proposition.
No-show rate
How many prospects fail to show up to the scheduled appointment?
Good follow-up and reminders (confirmation email, SMS, etc.) can drastically reduce no-shows.
Average call duration
If you always hang up before 30 seconds, there may be a problem with your opener or your lead list quality. Conversely, if you stay on the line too long without securing a meeting, you might not be direct enough.
Talk-to-listen ratio
Using tools like Modjo or Gong, measure how long you speak versus the prospect. Ideally, you want to listen at least as much as you speak (or even more).
These KPIs make up your dashboard: test, iterate, and analyze your results for continuous improvement.
Create content to build trust
Beyond scripts and tools, one key factor can boost your cold-call conversion rates: the credibility you build through your content.
Why does content build trust?
→ Proof of expertise: When you regularly share advice, analyses, or experiences on LinkedIn (or elsewhere), prospects see you as an industry expert.
→ Emotional resonance: A relevant article (or post) can speak to readers, who identify with your perspective or values.
→ Multichannel approach: After reading your LinkedIn posts, prospects are more open to responding to a DM or a phone call.
So what type of content should you create?
Blog/LinkedIn articles: Practical guides, case studies, industry trend analyses, etc.
Carousels & infographics: Visual, easily shareable format, great for catching the eye.
Short videos: On LinkedIn or YouTube, showing your face and energy makes your approach more human.
Case studies / Testimonials: Show concrete successes from your clients, which greatly reassures prospects.
Direct impact on cold calling
Better opener: Your prospect may have already seen you in their feed, so their reception is less cold.
Higher conversion: Prospects who are already “warm” (because they’ve seen your content) are more inclined to say “yes” to an appointment.
DM responds: “Hey, I saw your post; can we discuss?” → Your conversations become more natural and less “intrusive.”
It’s truly a big hack: even if you’re “just” an SDR, don’t hesitate to post once a week with a piece of advice or insight from your calls.
Authenticity pays off. Over time, you can build a small community that trusts you.
In my first year, I posted weekly cold-calling tips on LinkedIn, sharing the real successes and failures of our team. One day, a prospect called me directly, saying, “I see your posts. Let’s talk.” That inbound lead turned out to be worth six figures.
6 Practical Hacks to Apply Right Now
1️⃣ Block specific call session (2 hours in the morning, 2 hours in the afternoon).
2️⃣ Record and review calls to identify weaknesses.
3️⃣ Work with a partner for real-time feedback.
4️⃣ Celebrate every booked meeting to keep the momentum high.
5️⃣ Test small script changes on 20 calls and compare results.
6️⃣ Engage on LinkedIn by liking and commenting on prospect posts before calling.
Remember, cold calling is a human process. You need empathy, motivation, and the right metrics to see what’s working.
No script replaces real listening. People respond better when they sense your genuine effort to understand their pain points.
Measure your efforts by monitoring KPIs such as conversion, no-show rates, and call duration. Welcome objections as signals to learn more.
Combine phone calls with LinkedIn and email. This multichannel approach often gets better results.
At ZELIQ, we’ve seen users raise their conversion rates by 25% through these methods. We do the same ourselves, using partnerships for data enrichment and AI to tailor scripts.
We’ve refined these techniques over time, testing new data providers, real-time dashboards, and AI-generated personalization.
Final thoughts…
Thanks for exploring our cold-calling approach.
We believe it still has a powerful role in modern sales, as long as you blend strategy, mindset, and the right tools. Let us know what topics you’d like me to tackle next.
If you’re serious about scaling your outbound soon, use ZELIQ for free here.
See you soon !
Dorian