Cold Calling Tactics for SaaS Sales

The answer to your outbound problems isn't: ⛔️ AI ⛔️ More volume ⛔️ SDR agents ⛔️ More relevance ⛔️ Dialers It's your OFFER. Let me explain... Most reps reach out with something like: “Just want to introduce myself and our company…” “Let’s do a quick call so you know your options when budgeting season comes around...” The problem? You have NOTHING to offer. If there’s no immediate need, there's zero reason to take a meeting with you. So you need a way to entice buyers to meet when they have a problem, but are not actively shopping. Here are three types of offers you can use to entice buyers to meet with you: ✅ Offer #1: Good - Pitch The Blind Date Position who the buyer will be meeting with. Hype up the AE, sales engineer, or yourself. Show them that meeting with you will be worth their while. Example: A client of ours sells an automated welding solution. The manufacturing industry is facing a massive shortage of welding talent. Their SDRs pitched it like this: “I’d love to introduce you to Eric. He’s worked with a dozen manufacturers like Caterpillar, Karavan, and more, who are all facing similar challenges. He’ll walk you through how they’re automating the most difficult welds and dealing with the labor shortage. Even if nothing comes of it, you’ll walk away with a better understanding of how the industry is solving this.” Even if the buyer isn’t shopping, they gain value from the conversation itself. ✅ Offer #2: Better - 1:Many Offers These are high-quality, reusable insights that still feel tailored. Think: competitive benchmarks, industry research, or best practice guides. Example: We have a client that sells to ecomm brands. They conducted a mystery shop of 400 competitors to analyze response times, customer service channels, etc. Their reps used those insights to open cold calls with: “Hey Katie, I submitted a ticket on your site, and it took about 48 hours to get a response. It was about 3x longer than folks like Patagonia and the North Face. Again, it’s Jason. Mind if I share more about why I’m calling?” That’s an offer that feels immediately relevant and valuable. It gets a conversation started immediately. ✅ Offer #3: Best - 1:1 Offers These are custom-tailored experiences or resources created specifically for the prospect. It’s you and your organization putting in serious effort to customize the offer. This works best at the enterprise & strategic levels. Examples: - A cyber risk analysis - A benchmarking analysis - A workshop - A personalized audit of a website checkout flow. - Visiting and experiencing the brand firsthand, then sharing insights. - Offering free data, licenses, or pilots. These take more work, but they convert like crazy. ~~~ Which one's most applicable for you?

Most AEs fail on the phone for one simple reason: They’re cold calling people who’ve never heard of them. In 2025, that’s just lazy. Here’s how I would book executive meetings without sounding like a desperate sales rep: I used to teach cold calling techniques. Tonality. Pacing. Objection handling. And while that still matters... It’s not the reason I consistently get meetings with C-level buyers. The secret? I never cold call anymore. I warm call. Here’s how I do it: Step 1: Start with a personalized, relevant email. Do some quick research. Make it about them. For example, if I’m reaching out to a CRO, I’ll highlight a drop in quota attainment from RepVue and explain how I can help upskill their team in tough times. Step 2: That same day—a few hours later—I call their cell phone. (ZoomInfo or LinkedIn can get you that. No excuses.) DO NOT call the office. DO NOT waste time dialing assistants. If you can’t get a cell, send a LinkedIn connection request with a DM or video message. Step 3: When I call, I say: “Hi, this is Ian Koniak—did you happen to see the email I sent this morning?” If they say no: “No problem. I sent it because I saw your team’s quota attainment is down since 2022. I think I can help based on what I’ve done with other clients. Do you have a couple minutes now, or should we find time to connect on Zoom?” It’s not a pitch. It’s a reference to something you already sent that’s about them. That’s what makes it warm. Step 4: If they don’t respond, wait 2–3 days. Then reply to the original thread with more context: – Mention the training or workshops you offer – Share real results (e.g., 20% increase in quota attainment) – Ask: “Is this something you’d be open to learning more about?” Always lead with interest, not a hard ask for time. Step 5+: Stack 6–8 touchpoints total. Each one builds on the last—adding more insight, examples, testimonials. Mix in: – LinkedIn videos – Client stories – Relevant frameworks Each message = more value. That’s how you break through. It can take 8-12 touchpoints to get a meeting. Most reps quit after 1-3 touchpoints. Or worse—just send the same “following up” message. No value. No relevance. No shot. This process works. It’s not magic. It’s just real sales effort with a real strategy.

Cold calling lesson: Don’t pitch. Poke. Let’s say I’m selling software that filters out fake AI-generated job applications. I could open the call like this: “Hey, we help talent teams eliminate AI-generated applications before they hit your ATS. We use advanced detection to save hours of recruiter time. The purpose of my call is to schedule time to show you how it works.” That’s a pitch. And when people feel pitched, they brace themselves. They get quiet. Guarded. Distrustful. Now let’s try poking the bear instead: “Not sure if you’re seeing this, but a bunch of companies are getting flooded with AI-generated job apps that look totally legit. How are you spotting those before they hit your ATS?” That’s not a pitch. That’s an illumination question. It surfaces a blind spot. It creates a little tension. It invites someone to think, not defend. Here’s the psychology: When you pitch, you’re telling them what their problem is. When you poke the bear, you’re letting them recognize it for themselves. That moment of recognition is where curiosity begins. And curiosity opens the door to conversation. So next time you’re on a cold call, ditch the pitch. Poke the bear. Buyers have the answers. Sellers have the questions.

You’re either talking AT your prospects or WITH them And trust me the difference is everything Heres a quick reality check One of the SDRs I worked with this week was using an opener like this on their cold calls “On a scale of 1-5 hows your experience with XYZ?” Its well intentioned but thats a dead end question that usually leads to a quick number and then silence right? Now you’re stuck trying to dig deeper without much context Instead we refined it like this “Saw you’re using XYZ for customer support. I was talking with Sara and Mike last week who said it’s about a 3.5 on a good day. Just curious hows the experience been for you?” This approach 👉 gives the prospect something real to work off of 👉 shows credibility by referencing peers in their space 👉 and opens the door for a genuine conversation If they say “It’s a 5! We love it!”- perfect! Now ask whats really moving the needle for them If they say “Yeah it’s about a 3 for us too” Awesome! Thats your chance to dig deeper “What’s holding it back from being a 4 or 5?” Now you’re not just grilling them with basic questions you’re guiding a conversation driven by real curiosity and insights As sales reps remember we get the chance to talk to a ton of folks in our ICP every week Use those conversations to refine your approach and bring real value into the next call It’s all about talking WITH them—not AT them But hey if you’d rather keep talking at your prospects… Well maybe cold calling is dying and you’ll end up like these guys ☠️📞

6 cold calling tips that work like a charm in 2025 (and why): 1. Say your full name (without being asked) "Hi this is Chris Orlob calling from pclub..." You might think 'no one cares who you are!' Wrong. People who command respect and attention state their full name when they introduce themselves. You want a (subtle) aura of authority. 2. State your company name (without being asked. Why? If you don't, they'll ask. If they ask, they're in control of the conversation. You're back-pedaling now. 3. State the reason for the call. Same logic as above. "Hi this is Chris Orlob with pclub. Reason I'm calling is..." You're in control (without being 'controlling' - big difference). 4. Describe their problem better than they can. Life tip: If you can describe your customer's problem better than they can themselves.... They'll automatically assume you have the best solution. This should feel like you're peering into their soul a little bit. Or reading a page from their journal. "One of the challenges I hear from VPs of Sales in this climate is despite the fact that they're hyperfocused on growing revenue *efficiently*... most are struggling to do that. This new environment has surface selling skill gaps reps simply didn't need to close two years ago, and now only a third of reps make quota. Curious how that's showing up in your world?" 5. Sell the meeting. Not the product. Your job is to sell time at this point. Not your product. "If we meet, I'm happy to share how other Series B VPs of Sales in a similar spot are handling this. At best, we continue pursuing something together. At worst, you hear a few peer best practices." 6. Assume the close. Assumptive selling doesn't work on big ticket items. But you're not selling a big ticket item (yet). You're just selling the meeting. End your talk track and ask with "Got your calendar handy?" Give these a try. What cold calling tips would you add?

This is my go-to permission-based, cold calling conversational talk track I coach salespeople on to get +56% of prospects engaged in a conversation in under 30 seconds.    Hi ___ (FIRST name)? ____ here from/with ______. Did I catch you at an okay time? “Thank you. ________, I’m sure you’re busy and I want to respect your time so I’ll be brief.” The reason for my call is: (Use 1 or 2 compelling reasons detailing the end-result the prospect will realize.) Way One: We just helped (XYZ) company (EX: Increase sales by 37% in 3 months.) Way Two: We work with companies like yours to: (EX: Decrease IT expenses by X% and save you 20 hours a week.)   Now, you may be wondering how we can do this. Depending on what you’re currently doing, I don’t know whether you have a need or an interest in our services.   But with your permission, let's talk to determine if there is anything we're doing that you could benefit from like our other clients did. Would you be comfortable spending a few minutes with me now, if I stick to my timetable Set Confidentiality! “_____, I want you to know that regardless of whether or not we have an opportunity to work together, please know that everything we talk about will always be held in strict confidence.” Now that you've asked permission, it's time to move into your discovery questions.   This approach works because you're:   1. Not wasting precious time asking the same question every salesperson asks, “How are you?" They don’t know you & frankly, you don’t care, so, don't ask, since that's not your objective but a derailment.   2. Not asking, “Did I catch you at a bad or good time but an, "okay" time. Whether they say, “Yes,” “No” or “No but go ahead,” continue, rather than rescheduling another time. You’ve finally have a prospect on the phone, so maximize each opportunity.   3. Delivering a customer-centric compelling reason as to why they should talk to you within 10 seconds.   4. Creating a pressure-free approach with a softer call to action/request to talk because you're asking for permission to have the conversation vs. forcing it.   5. Focused on a conversation around their objectives & how you can help them succeed. You're making the conversation about THEM, not a presentation & making it about YOU & what you want, stand to gain, or stand to lose.   6. Setting confidentiality before the conversation. This creates a safe place for the prospect to share more information with you than they normally would with a stranger.   7. In your compelling reasons, you're sharing the END-RESULT of the benefit, not what you do or how you do it. At this point, the prospect doesn't care about you or what you're offering. Just the benefit they'll experience.   Now that you've asked permission to have a conversation, you can have a safe, genuine conversation & move into your discovery/qualification process.   ♻️ Re-post if you find this useful & share some love for people who can benefit from it. #sales #prospecting #coldcalling

It’s pretty demoralizing to call 40 people and have 0 conversations. Leaving voicemails for an hour straight isn't effective or fun. Here's 4 ways to maximize your cold call connect rate:  𝟏. 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞 𝐦𝐨𝐛𝐢𝐥𝐞 𝐚𝐧𝐝 𝐝𝐢𝐫𝐞𝐜𝐭 𝐥𝐢𝐧𝐞𝐬: These numbers have a higher connect rate and allow you to skip gatekeepers and phone trees. For every one prospect who gets upset you called their cell, you’ll have twenty others that 𝑜𝑛𝑙𝑦 answered because you called their cell. ___ 𝟐. 𝐌𝐚𝐫𝐤 𝐲𝐨𝐮𝐫 𝐭𝐫𝐚𝐜𝐤𝐬: Your first set of dials through a new list of numbers should be the last time you sit through a long phone tree or call a screeching fax machine. As you dial, mark the quality of each number R/Y/G so you remember which ones are good or bad: 🟢 Rings multiple times and VM greeting confirms it’s them.  - 🟡 Smells fishy. Ex: Busy lines or one-ring-straight-to-voicemail. If it happens again on the next dial, move it to 🛑 - 🛑 Repeated busy lines, fax lines, wrong numbers. Once you’ve marked a number as red, never waste a dial on it again. From there, mark down "obstacles" you encounter when calling so you can more easily navigate them on the next dial blitz: Phone tree paths, gatekeepers (so you can be prepared for them), dead-end corporate lines, etc. ___ 𝟑. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐭𝐡𝐞 𝐥𝐚𝐰 𝐨𝐟 𝐝𝐢𝐦𝐢𝐧𝐢𝐬𝐡𝐢𝐧𝐠 𝐫𝐞𝐭𝐮𝐫𝐧𝐬: 5 dials in 4 weeks: When you’ve literally called someone every week for a month straight, give 'em a rest for a month and try other prospects for now. Stop after 2 voicemails: 2 VMs is enough to reap the benefits of increasing your email replies. Don’t waste time leaving a 3rd. Avoid impassable gatekeepers: If they keep shutting you down, avoid them by calling your prospect’s cell, contacting them on other channels, or dialing at off-hours. ___ 𝟒. 𝐏𝐫𝐞𝐯𝐞𝐧𝐭 𝐲𝐨𝐮𝐫𝐬𝐞𝐥𝐟 𝐟𝐫𝐨𝐦 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐬𝐩𝐚𝐦-𝐭𝐚𝐠𝐠𝐞𝐝: Rotate your phone numbers: Wireless carriers monitor unusual spikes in call volumes, so many SEPs and VOIP providers let you buy and rotate additional lines to call from so that you don’t tarnish your number. Test your number regularly: Many purchased numbers are recycled, so call your personal line from any new number first to confirm that it’s not already marked as spam. Call during business hours: FTC considers business hours between 8 AM - 9 PM. Don’t repeatedly call bad numbers: Carriers will flag you if you repeatedly call bad numbers (yet another reason to mark your tracks). ___ Contrary to popular belief, prospects DO still pick up the phone. In writing "Cold Calling Sucks (And That's Why It Works), we analyzed over 300M cold calls with Gong: Average rep's connect rate = 5.4% Top Quartile rep's connect rate = 13.3%

Sales leaders, your “sales math” could be causing you to lose sales by design. Ask anyone in sales about the most challenging part of their job, and the overwhelming answer will be prospecting. Just finding enough opportunities with enough value to fill your pipeline and achieve your sales goals. We all know how exhausting this is. Hence, the birth of sales math, a method for determining the activity levels required to achieve that goal. It’s simple: Total addressable market, divided by the number of representatives you have, factored down to days, weeks, and months, and like magic, you know what it takes to touch every one of them in a year’s time. It comes with a lot of great sayings, too: ❌ Sales is a numbers game. ✅ Sales is a performance game where closing deals is what matters. ❌ Every no gets you one step closer to a yes. ✅ Sure, and if I buy 2 lottery tickets instead of 1, I double my odds of winning. And here's the Grand Daddy of them all, and why the math is a problem. ❌ Everyone is a potential customer. ✅ Not every prospect has an equal chance of becoming a customer. Since we know that not every prospect has an equal chance of becoming a customer, why do we spend equal time trying to connect with them all? If you want to find the needles in a haystack, you use a powerful magnet to pull them out because sorting hay is a waste of time. So, create a prospecting magnet to attract the most likely prospects and focus your time on them. Go back through all of your recently won deals (3 to 6 months) and get all the answers to this question: "What prompted you to look for a solution like ours?" When doing this, pay very close attention to the words they use to describe the problem they were having. Now rewrite all your prospecting emails to include the vocabulary used by your recent wins, and discuss the problems they faced. All cold calls should be transformed into conversations about these problems, utilizing descriptive language to address them effectively. This outreach will resonate with those most likely to want your service now and generate the highest response rates. Because it resonates with their problems and discusses them in a language they can relate to. #sales

Want to book more meetings? Stop asking "got a minute?" and start talking industry trends. I've made 100,000s of cold calls in my career. The meetings I booked then (and still book today) all have one thing in common… …industry obsession. Most reps make the fatal mistake of leading with their product. They're focused on what they sell, not who they're selling to. The best cold callers are industry experts first, sellers second. Before picking up the phone, they 1) Know the specific challenges in that industry 2) Understand what that job title actually does daily 3) Can speak the language of the person they're calling When I call a VP of Talent at a SaaS company, I don't start with my pitch. I start with "I know you're probably trying to hire for these engineering roles. My guess is they're taking 90+ days to fill..." That's how you get "Yeah, exactly. How did you know?" Outbound isn't dead. Bad outbound is. The difference is that relevance beats volume every time.