Understanding Cold Sales and Why It Matters
Cold sales means initiating a sales conversation with someone who has had no prior contact with you or your business. Think of cold calls and cold emails – you’re reaching out “out of the blue” to a cold prospect. This is the opposite of a warm lead (someone who has already shown interest or engaged with you, like signing up for a webinar) or a hot lead (someone ready to buy now). Cold sales often gets a bad rap because nobody likes getting a generic sales pitch from a stranger. But here’s the truth: when done right, cold outreach can be one of the most effective ways to generate new business.
Why bother with cold sales at all? Because it allows you to proactively find opportunities instead of waiting for customers to come to you. Cold outreach is a cornerstone of outbound lead generation – it lets you tap into markets or customer bases that might never discover you otherwise. It’s also highly targeted and can be very cost-effective compared to some marketing tactics. I’ve found that a well-crafted cold email campaign or a series of strategic calls can yield a surprisingly high return on investment, especially when you personalize your approach (more on that soon). Cold sales also builds your selling skills: when you learn to engage strangers and turn them into interested prospects, you become a stronger salesperson overall.
Now, I’ll be honest: cold selling isn’t easy. You’ll face rejection and plenty of silence – it’s part of the game. However, with the right strategy, even those initially icy prospects can warm up. The key is understanding how to approach them without sounding like a spammer, which is exactly what we’ll cover in this guide.
Core Principles of Effective Cold Sales
Before we jump into specific techniques, it’s important to nail down some fundamental principles. Every successful cold sales campaign I’ve run had these elements in common:
- Target the Right Prospects: Cold sales is a numbers game, but that doesn’t mean randomly dialing numbers or blasting emails to everyone. Do your research and lead qualification up front. Identify prospects who actually might benefit from what you’re offering. This improves your odds tremendously. (I use tools like MailerFind to quickly gather targeted prospects based on industry or social media followings, saving me hours of manual research.)
- Personalization is Key: Nothing turns a cold prospect colder than a cookie-cutter pitch. Take the time to personalize your outreach. Use the person’s name and company, and mention something specific you learned about them. Did they just post an article on LinkedIn? Congratulate or comment on it in your email. Show that you’re reaching out to them, not sending the same email to 500 people. MailerFind helps here too – by providing details like names, roles, and even interests from social profiles, it gives me ammunition to tailor each message.
- Lead with Value, Not a Sales Pitch: This is huge. When I first started, I would open cold emails talking about my product’s features – and got crickets. I learned that you have to focus on the prospect’s problem first. Your opening line or first few seconds on a call should show you understand their pain point and offer a helpful insight or solution. For example, instead of “I’m here to sell you X”, try “I noticed [Prospect’s Company] is expanding – I have some ideas on how to streamline that process.” Give them a reason to keep listening. Provide a quick win or useful info right off the bat.
- Be Compliant and Respectful: Cold outreach needs to follow laws and basic etiquette. If you’re cold emailing, make sure you’re following regulations like the CAN-SPAM Act (include an opt-out and don’t use misleading subject lines). If someone says “not interested” or asks to be removed, respect that and move on. For calls, honor Do Not Call lists and be mindful of the prospect’s time zone and schedule. In short, treat prospects how you’d want to be treated if a stranger was reaching out to you. This also means not bombarding the same person with daily messages – persistence is good, spam is not.
- Persistence (Within Reason): Many deals are won on the follow-up. It’s often said that 80% of sales require at least five follow-ups after the first contact, yet many people give up after one or two attempts. Stand out by politely following up if you don’t hear back. Maybe they missed your first email or were too busy to reply. I’ve had prospects thank me on the third email and say, “Sorry, I meant to reply earlier.” However, know when to back off (more on follow-ups later). A tool like MailerFind can automate follow-up emails in a sequence so you don’t forget to check in – it’s like having an assistant that nudges the prospect for you, but with personalization built-in.
- Track and Optimize: Treat cold sales like a science experiment. Keep track of your emails, calls, and results. Which subject lines get opened? Which call opening gets a friendly response versus an immediate brush-off? Use that data to refine your approach. For emails, I track open and reply rates (MailerFind and other outreach tools can show you this easily). For calls, I keep notes on what talking points resonate. Over time, you’ll see patterns – maybe prospects in the tech industry respond better to a certain value prop, or your emails get more replies when you send them early in the week. Use those insights to continuously improve.
With these principles in mind, let’s talk about the various ways to do cold sales and how to excel in each channel.
Cold Sales Channels and Strategies
Now that we’ve covered the foundations, let’s talk about the channels you can use for cold sales. In today’s world, you have several ways to reach out to a prospect out of the blue, and each requires a slightly different approach.
Cold Calling
Cold calling is the classic cold sales method – picking up the phone and dialing a stranger. I won’t lie, it can be nerve-wracking at first (nobody loves being hung up on). But with practice, cold calling can still yield great results. Here’s how I approach it:
Do your homework: Before calling, make sure you know who the right person is to speak with. Calling a company main line and fishing for the right contact wastes everyone’s time. If you’re in B2B sales, use LinkedIn or company websites to find the name and title of the decision-maker who cares about what you offer. (Sometimes a tool like MailerFind can even provide direct phone numbers along with emails when available, giving you a head start on reaching the right person.)
Have a game plan (but don’t sound like a robot): It’s wise to have a loose script or at least a set of bullet points in front of you. You want to clearly state who you are, why you’re calling, and what’s in it for them – all within the first 20-30 seconds. For example, my typical opener might be: “Hi [Name], this is [Your Name] from [Your Company]. We help [industry] companies with [key benefit]. I saw that [Prospect’s Company] recently [mention a relevant event or fact], and it got me thinking you might be interested in how we could [solve X problem].” Keep it quick and focused on them. Pro tip: after your intro, ask a simple question to engage them, like “Does that ring a bell for you?” or “Is this something you’re concerned about as well?” This invites them to interact rather than just endure a monologue.
Listen and ask questions: A successful cold call feels more like a conversation than a pitch. After your intro, ask an open-ended question to get the prospect talking. For instance, “How are you currently handling [the problem]?” or “What’s your biggest challenge with [area] right now?” Their answer will give you valuable insight and let you tailor the discussion to their needs. Plus, people generally like to talk about their business challenges if you show genuine interest. Remember to actively listen and not just wait for your turn to talk. If they mention a pain point, acknowledge it and relate it back to how you might help.
Handle objections gracefully: Expect objections like “We’re not interested,” “We’re all set,” or “I’m busy, call me later.” Instead of panicking or rushing to end the call, have a friendly response ready. If someone says “Not interested,” I might reply, “Understood – may I ask, is it because you already have a solution in place, or is it just not a priority right now?” in a calm tone. Sometimes, they’ll reveal a reason (“we have a vendor,” “budget is tight”) that you can address either now or in a future call. If they truly want to end the call, respect that. You can say, “No problem at all. Thanks for your time, [Name] – have a great day!” and leave a positive impression for the future.
Aim for a next step: The goal of a cold call isn’t usually to close a sale on the spot – it’s to move the prospect further along the sales pipeline. That could be scheduling a deeper call or demo, getting their agreement to receive some information via email, or even just permission to follow up later. Always end the call with a clear call-to-action. For example: “Would it be crazy if we set up 15 minutes next week so I can show you how this might work for you?” If they agree, fantastic – schedule it right then. If they hesitate or say not now, you can respond, “Totally get it. How about I send over a short case study/email and if it piques your interest, we can chat later?” That way, you keep the door open.
One more thing: combine calling with email for better results. Often, I’ll send a brief cold email first and then call a couple of days later referencing it. For example, “Hi Jane, I emailed you earlier this week about reducing your shipping costs – just following up by phone in case you prefer to chat.” This way, I’m not a total stranger; there’s context. I’ve found this multi-touch approach warms up the call a bit. (MailerFind helps me track this by organizing contacts – I can see who I emailed and when, so I know exactly when to follow up with a call.)
Cold Emailing (Email Prospecting)
If cold calling isn’t your cup of tea, cold emailing is a fantastic alternative (and often a complement) to reach prospects. In fact, I personally love email outreach because it lets you thoughtfully craft your message, and the prospect can read it on their own time. But here’s the catch: people’s inboxes are flooded, and a cold sales email is very easy to ignore or delete if it’s not done right. Let’s break down how to do it right.
Subject line and first sentence matter most: Your subject line determines whether your email gets opened at all. Aim for something that piques curiosity or highlights a benefit, without looking like spam. For example, “Quick question, [Name]” or “Idea for [Company]” can work well – they look personal and relevant. Avoid gimmicky clickbait, all caps, or excessive punctuation (those scream “spam” or marketing blast). Also, many email apps show a preview of the first sentence, so make your opening line count. I often start by mentioning something about the prospect: “Hi [Name], I saw your interview on XYZ…” or “Congrats on [a recent milestone]…”. This shows immediately that it’s not a mass email, but a targeted note for them.
Keep it short and focused: A cold email isn’t the place to tell your whole company history or list every feature of your product. You want to be concise – a few brief paragraphs or even a handful of lines is often enough. A simple structure that works for me is:
- Hook/Personalization: A sentence or two that is about the prospect, to grab their attention (e.g., referencing their recent accomplishment or pain point).
- Value Proposition: One sentence on the problem you solve or benefit you offer that’s relevant to them. For example, “I help ecommerce teams reduce cart abandonment by 20%.”
- Credibility (optional): If you can, add one line that builds trust, like a quick example of a similar company you helped or a stat (“we helped [Client] do X”).
- Call to Action: Finish with a simple question or next step. Something like, “Would you be open to a 15-minute chat about [benefit]?” or even, “Mind if I send more info?”
That’s it. In total, that might be 5-6 sentences. In cold email, less is more – you’re a stranger popping up in their inbox, so you want to be respectful of their time. Get to the point, and make it appealing to read. Use short paragraphs or bullet points (if you have a couple quick facts or questions), which make the email easier to scan. And always have a clear, easy call-to-action.
Personalize at scale: Just like with calling, personalization is your friend in email. It might sound daunting to personalize when you’re sending 50 or 100 cold emails, but this is where tools shine. I rely on MailerFind to help mail-merge personal details into each email – like the person’s name, company, industry, etc. I prepare a template with placeholders (e.g., {FirstName}, {Company}) and MailerFind fills those in automatically for each recipient, so every message feels hand-written. I’ll also segment my outreach lists so that each batch of emails is tailored to a specific audience. For example, I might send one version of an email to tech startups and a slightly different version to manufacturing companies, each highlighting a relevant pain point for that sector. This way, even though I’m automating the sending, the content stays highly relevant to each prospect.
Provide value and build credibility: One effective cold email tactic is to give before you ask. Offer a tidbit of value in your email. It could be a quick tip, a relevant statistic, or a resource link – something the reader might find useful even if they don’t respond. For instance, if I’m reaching out to a retail business about a marketing tool, I might include: “By the way, I saw a recent study that ~85% of shoppers research prices online before buying in-store – thought that insight might be useful for your team.” Sharing a helpful insight or industry tip not only provides value, it shows you’re knowledgeable and not just there to make a hard sell. Also, if you have any social proof, subtly mention it. Something like, “We’ve helped other fintech startups improve their onboarding (e.g., XYZ Corp saw a 30% boost)” can build credibility. Just keep it brief and factual – name-dropping one recognizable client or a quick success metric can bolster your trustworthiness.
Mind your tone and formatting: Write in a friendly, conversational tone – as if you were writing to a colleague, not delivering a formal corporate memo. Use “I” and “you” pronouns, and maybe a touch of humor or warmth if appropriate (depending on your audience). Avoid buzzwords and overly formal language; you want to come across as a human, not a sales robot. Also, pay attention to formatting: use short sentences and line breaks to avoid a big block of text. Many people will read your email on their phone, so make it mobile-friendly – that means brief paragraphs, maybe a dash or emoji for bullet-like emphasis (if it fits your style), and a direct link or two (but not too many). And always proofread for spelling, the correct name/company, etc. A typo in the person’s name or company is an instant deal-breaker for a cold email.
Follow-up is crucial: Just like with calls, rarely will one email do the trick. Plan a sequence of follow-up emails, each spaced a few days apart. My typical cadence is: Day 0 initial email, Day 3 follow-up #1, Day 7 follow-up #2, and sometimes Day 14 follow-up #3 (if the first two get no response). Your follow-ups should be even shorter than the first email. You might simply reply to your first email thread with something like, “Hi [Name], just wanted to bump this to your inbox. Let me know if you’re interested or if I should stop reaching out.” The second follow-up could be a one-liner, “Thought you might find this case study interesting…” with an attachment or link, for example. By the third follow-up, if there’s still silence, I usually sign off politely (e.g., “I understand this might not be a priority. If I don’t hear back, I’ll assume the timing isn’t right. Feel free to reach out anytime if that changes!”). Using an outreach tool like MailerFind makes this easy – I can set up automated follow-ups that send if there’s no reply, so I don’t have to manually remember each touch. Many of my eventual responses actually come from those polite follow-ups rather than the first email. Persistence (without pestering) really pays off.
Stay out of spam folders: One practical consideration – you need your cold emails to actually reach the prospect’s inbox. To improve deliverability, send emails from a professional domain ([email protected]) rather than a free Gmail, and make sure that domain is properly set up (with SPF/DKIM records if you’re sending in bulk – a technical detail your IT or email provider can handle). Avoid using spam-trigger words and too many images or links in a cold email. Usually, plain text-ish emails perform best for cold outreach. If you’re sending a large volume, consider sending in smaller batches or using multiple sending accounts to spread it out. Some advanced tools (and even MailerFind) have features to throttle sending and randomize send times, mimicking human sending, which helps avoid spam filters. And as mentioned under compliance: always include an easy way to opt out. Something as simple as a one-line “P.S. Let me know if you prefer not to get these messages, and I’ll gladly stop.” is not only legally prudent, it also shows respect.
When you do get a positive reply to a cold email – whether they’re interested in learning more or just have a question – respond quickly. A fast reply can set you apart and kick off a great conversation while their interest is hot. On the flip side, if someone asks to be removed or says “no thanks,” reply to that too (once) – say “No problem, thanks for letting me know. Have a great day!” and then, of course, don’t contact them again. Being courteous leaves a good impression; I’ve had people come back to me months later even after initially saying no, perhaps because I handled the interaction professionally.
LinkedIn and Social Media Outreach
Social media platforms (especially LinkedIn for B2B) are another avenue for cold outreach. The dynamic here is different from calls or emails – it’s more casual and conversational. The advantage is you can often engage with a prospect before directly pitching, by interacting with their posts or profiles, which helps warm them up.
LinkedIn: On LinkedIn, I usually start by sending a connection request with a short, personalized note. For example: “Hi Sarah, I enjoyed your recent blog post on supply chain trends – it gave me some ideas. I’d love to connect here on LinkedIn.” Notice I’m not selling anything in that connection note. I’m just making a genuine point of contact. Once they (hopefully) accept the connection, I might follow up with a friendly message like: “Thanks for connecting, Sarah! Saw that you’re expanding your distribution network. I actually work with companies on optimizing logistics. If you’re ever interested in some benchmarks or tips I’ve gathered, let me know – happy to share.” Again, the initial tone is helpful, not pushy. This often leads to a conversation where they might respond with “Sure, what do you have in mind?” or at least thank me, and then I can offer to send over a short resource or even suggest a call if appropriate.
The key on LinkedIn is to be professional but personable. People are bombarded with generic “I see you’re in [industry], we do [pitch]” messages on LinkedIn – those usually get ignored. Stand out by referencing something specific (their content, their company news, a mutual connection if you have one) and by not immediately going for the hard sell. Sometimes I’ll engage with a prospect’s content for a week or two before messaging them – leave a thoughtful comment on a post or hit “like” on their updates. That way, when I do inbox them, my name is somewhat familiar.
Other platforms: Depending on your business, you might also find leads on Twitter, Facebook, or Instagram. The approach is similar – engage first, then reach out with a friendly message. For example, on Twitter you might reply to someone’s tweet with an insight, then later DM them referencing that conversation. On Instagram, many businesses list a contact email in their bio (which is often better for formal outreach). In fact, I often use MailerFind to scrape those public emails from Instagram profiles relevant to my niche rather than DMing them, because a business email will likely get more attention than a random DM. But if you do DM someone on a platform like Instagram, keep it very short and friendly: “Hey, I love what you’re doing with [their business]. I had a quick idea that might help you get even more customers – mind if I share?” That kind of opener (tailored to the person) can sometimes get a response where a straight “[email protected]” email might not.
Be human and genuine: Whether it’s LinkedIn or any other network, the informality of social media means you should double-down on being authentic. Use the person’s name, mention things you genuinely appreciate about their work or profile, and avoid copy-pasting the same message to dozens of people (they can smell it a mile away). One thing that works well is asking a question instead of making a pitch. For instance, “I saw your post about struggling with late shipments. Did you ever find a good solution for that?” This can start a dialogue that might naturally lead to you mentioning your solution (or even them asking about it).
Also, be mindful of volume and timing. Don’t hound someone on every platform all at once (e.g., sending a LinkedIn invite, a Twitter DM, and commenting on their Facebook all in one day – that’s overkill). Pick the channel where they’re most active. And if they don’t respond on that channel, maybe try a different one after some time, but always gracefully. I’ve had prospects ignore my LinkedIn messages but respond to an email, and vice versa. A gentle nudge in a new channel can sometimes do the trick: “Hi Mike, I sent you a note here on LinkedIn last week – totally understand if now’s not a good time. I’ll shoot you a quick email as well with my info, and if I can ever be of help, just holler.”
In summary, treat social media outreach like networking at a professional event. Be friendly, show interest in them, have a conversation, and don’t lead with a sales pitch. Your goal is to build a bit of a relationship or at least familiarity, which you can then transition into a business discussion. When done right, social outreach can feel much “warmer” than a typical cold call or cold email, even though it’s essentially the same idea of reaching out to someone new.
Persistence and Follow-Up: The Real Secret to Cold Sales
If there’s one trait that separates cold sales winners from those who give up, it’s persistence. We’ve touched on this earlier, but it’s worth emphasizing: you will hear “no” a lot. Or worse, you’ll hear nothing at all and get ghosted. That’s normal! It takes multiple touchpoints to break through. Remember that stat: a huge percentage of sales only happen after several follow-ups. So, don’t be disheartened if your first call or email doesn’t get a warm reception.
Develop a follow-up routine: I make it a habit to plan out my follow-ups from the start. For a new prospect, I might decide, “Okay, I’ll email them today, send a follow-up on Friday, and if I still hear nothing, call next Tuesday.” Having this plan keeps me proactive rather than letting leads slip away. I also use my CRM (or MailerFind for email sequences) to set reminders so I never forget to follow up when I said I would. When following up, always be polite and reference your earlier contact. For example, “Hi Mark, just following up on the note I sent last week about [X]. I know inboxes get busy, but I wanted to circle back. Would love to hear your thoughts or help answer any questions.” This kind of message is courteous, reminds them of the context, and nudges them without accusing them of ignoring you.
Don’t take rejection personally: This is easier said than done, but it’s crucial for your sanity. A prospect’s “no” (or lack of response) is not a judgment on you as a person – they don’t even know you! There could be a hundred reasons why they’re not interested or responding: no budget, bad timing, already have a supplier, too busy, etc. Early in my career, a curt refusal on a call or a snarky reply to an email would really deflate me. I learned to shrug it off as part of the process. One technique is to treat rejections like points in a game – every “no” is one point closer to a “yes.” In fact, sometimes I literally set a goal to collect, say, 10 no’s in a week. It sounds weird, but it reframes the task: if I haven’t heard “no” 10 times, I haven’t reached out enough. By the time you hit 10, you’ll likely have a few maybes or yeses in the mix too. The idea is to build resilience. Over time, you’ll realize a rejection in cold sales is rarely final anyway – I’ve had plenty of prospects say no initially, only to come back months later ready to talk, because I stayed professional and kept them on a light nurture list.
Learn from every interaction: Instead of seeing a rejection or no-response as a dead end, view it as feedback. Ask yourself, why did this attempt fail? Could I improve my approach? For instance, if no one is replying to your emails, maybe your subject lines need work, or you’re targeting the wrong audience. If people keep brushing you off on calls, maybe your opener isn’t compelling enough, or you’re calling at bad times. If a prospect explicitly says “no interest,” try to understand why: “I hear you. Just so I know, is it because you already have a solution in place?” Their answer can teach you a lot. Maybe they mention a competitor – that’s intel for your next call or email (you can address how you’re different). Maybe they say “not a priority” – which could mean you need to highlight the pain more. Treat each outcome as a data point to refine your technique. Over time, this makes you much more effective.
Know when to move on: Persistence is vital, but so is recognizing a lost cause. You don’t want to harass people. My general rule: if I’ve made about four or five quality attempts (across different channels or over a few weeks) and gotten zero engagement, I put that lead on the back burner. I might try them again in 3-6 months, or I’ll drop them entirely if they clearly said no. It’s important to prioritize your time on prospects who show some potential. Spending months chasing one cold lead who never responds is not a good use of time when you could be reaching new prospects. By all means, give each lead a fair shake with multiple touches – just don’t let one tough nut obsess you to the detriment of finding other nuts that might crack more easily.
Keep your pipeline full: A big part of persistence is having enough prospects in play that any single “no” doesn’t derail you. Continuously add new leads to your outreach list (for example, aim to research 5 new prospects every day or 20 each week, whatever fits your flow). This way, you’re not overly attached to any one potential deal. MailerFind is helpful here because I can constantly pull fresh contacts from, say, a new Instagram account or a LinkedIn search, and feed them into my outreach cycle. A full pipeline gives you confidence – while you’re following up on older contacts, you’re also initiating conversations with new ones.
Lastly, take care of your mindset. Cold sales can be challenging, and it’s easy to get discouraged. Celebrate small wins – even a reply that isn’t a yes is progress because you engaged someone. Set activity goals that you can control (like number of calls made or emails sent), not just outcome goals. And maybe find a peer or community (online or in your company) where you can share war stories and tips – knowing others are going through the same thing can be motivating. Every master salesperson I know has a stack of “no thanks” and ignored messages behind their successes. They succeeded because they kept going. With the strategies and approach we’ve discussed, along with persistent follow-up, you’ll be well on your way to turning cold sales into one of the most rewarding parts of your business.
Now, let’s address some common questions that often come up when tackling cold sales.
Frequently Asked Questions (FAQ)
What does “cold sales” mean exactly?
“Cold sales” refers to any sales approach where you initiate contact with a potential customer who has had no prior interaction with you. It’s “cold” because there’s no existing relationship or indication of interest from the prospect. For example, cold calls and cold emails are classic methods of cold sales – you’re reaching out unsolicited. This is different from warm sales, where the prospect has shown some interest or familiarity (like they visited your website or responded to an ad), and hot sales, where they’re highly interested or ready to buy. Cold sales is all about turning those total strangers into prospects and eventually customers.
Are cold calls still effective nowadays?
Yes – when done correctly. Cold calling has certainly gotten tougher (many people don’t answer unknown numbers, for instance), but it can absolutely still work in 2025. The key is to be smart about it. Use direct-dial numbers when you can (so you avoid gatekeepers), call at times when prospects are likely available, and have a strong, relevant opening to hook their attention. While a lot of business communication has moved to email and LinkedIn, a well-executed cold call can set you apart because fewer salespeople dare to do it. In my own experience, I’ve landed meetings and even deals from cold calls. They work best as part of a multi-touch strategy: maybe you email first, then call, then maybe a LinkedIn message. By the time you’re calling, they might recognize your name. Also, cold calls can be more effective in certain industries or roles – for example, some old-school industries still prefer phone calls. So don’t write off the phone call! Just be prepared for low hit rates (you might reach voicemail 80% of the time) and focus on making the most of the conversations you do get.
How can I find good prospects for cold outreach?
Start by defining your ideal customer – the type of person or business that is most likely to need what you offer. Then, go where those people are. For B2B, LinkedIn is a treasure trove: you can search by job title, industry, location, etc., to compile a list of prospects. For B2C or small businesses, you might find leads on social media (Instagram, Twitter, Facebook groups) or in online communities. Industry directories, conference attendee lists, and trade association websites can also be useful. To save time, many sales teams use lead databases or scraping tools. For example, MailerFind is a tool that helps you get qualified leads quickly – it can extract emails and public data of people who follow certain Instagram accounts or who meet specific criteria, essentially finding potential customers who are fans of a competitor or in a certain niche. That kind of tool can quickly build a targeted list. Regardless of method, the most important part is targeting. A cold lead list of 100 well-chosen prospects is far more valuable than 10,000 random contacts. So invest time (or tool resources) in researching and building a high-quality list. And always keep your eyes open – sometimes prospects come from creative places (the author of an article about a problem you solve, attendees of a webinar on your topic, etc.).
How many times should I follow up with a cold prospect?
There’s a fine balance. You want to be persistent but not annoying. A common rule of thumb in sales is to attempt around 5-7 touches (calls, emails, messages) before tapering off. In practice, I usually do about 3-4 follow-ups after the initial contact, spread out over a couple of weeks, using multiple channels. So if I email someone and they don’t respond, I might send a second email a few days later, then try a phone call or LinkedIn message the next week referencing my email. If still nothing, maybe one final email a week or two later. After that, I typically step back. Remember, research shows that many sales happen after several attempts – in fact, around 80% of sales require 5 or more follow-ups. But at the same time, you don’t want to badger someone who truly isn’t interested. My approach is: follow up until you either get a response or you’ve hit your reasonable number of tries. If they respond with “not interested,” then you stop (after a courteous acknowledgment). If they never respond at all, you stop after your series of follow-ups and perhaps try again in the far future. One more tip: vary your follow-up approach. If email isn’t getting through, a phone call or a LinkedIn ping can sometimes prompt a response. Some people actually appreciate the gentle persistence – I’ve had prospects say, “Thanks for not giving up; I’ve just been swamped.”
When is the best time to cold call or send cold emails?
There’s no perfect time that works for everyone, but there are some generally good practices. For cold calls, mid-morning (around 10–11 AM) and mid-afternoon (2–4 PM) on weekdays tend to be sweet spots when people are often at their desks but not in back-to-back meetings. Avoid Monday mornings (people are catching up from the weekend and likely in meetings) and Friday late afternoons (minds are on the weekend). Tuesday, Wednesday, and Thursday are often cited as the best days for prospecting calls. For cold emails, many experts (and my own stats) suggest that emails sent early in the morning on weekdays get good open rates – think 6:30–8:30 AM, so your email is one of the first they see. Another decent window is right after lunch (12:30–2 PM) when people often check email. Mid-week tends to outperform Monday (when inboxes are flooded) or Friday (when people may ignore non-urgent emails). That said, these are averages – your results may vary. Different industries or roles have different habits. For instance, restaurant owners might check emails late at night after closing, whereas corporate execs might be 6 AM email readers. My advice is to experiment: try a few different times and see when you get the best response, then lean into that. Also, consider time zones – if you’re emailing nationally or globally, segment your sends by time zone to hit those morning windows.
Is cold emailing legal?
Cold emailing is legal in most jurisdictions, but there are regulations you need to follow to avoid crossing into “spam” territory. In the US, the CAN-SPAM Act lays out some rules: you should not use deceptive subject lines or false sender info, you must include a clear way to unsubscribe or opt-out, and you should honor opt-outs promptly. You also need to include a mailing address (your company address) in the email. CAN-SPAM doesn’t require prior consent to email someone, but following its rules is important. In the EU (and other countries with similar laws like Canada’s CASL), GDPR is stricter – technically, for B2C communications you need prior consent to email someone. For B2B, GDPR allows cold email if you have a “legitimate interest” and you comply with personal data protection requirements. Practically, this means you should only contact business emails (like someone at their work email about a work-related product) and you must provide a quick opt-out. MailerFind and similar services gather publicly available contact info, which can be okay under these laws if used responsibly – but you as the sender have to ensure you’re contacting people in a professional context and not spamming. I’m not a lawyer, so if you’re emailing internationally, it’s wise to familiarize yourself with the basics of these laws. In short: cold emailing can be done legally. Just be transparent about who you are, don’t use shady lists of scraped personal emails without context, and always give people a way to say “no thanks”. If you behave like a reasonable professional, you’re likely on the right side of the law and certainly the right side of prospects’ patience.
What if I have no results after all this effort?
This is a question I often hear from folks new to cold sales: “What if I try all these strategies and nobody responds or I don’t book any meetings?” First, know that cold outreach has a relatively low success rate in terms of percentages – even skilled pros might only get replies from, say, 10% of cold emails and positive responses from a smaller fraction. Cold calling could be similar or even lower percentages. The key is that those few wins can be very valuable. If you’re truly getting zero results, it’s time to troubleshoot: Is your targeting off (are you reaching out to the wrong people or industries)? Is your messaging not resonating (too generic, too self-focused)? Are you using the right channels for your audience? Sometimes small tweaks make a big difference – like changing an email subject line, or focusing on a different pain point, or following up one extra time. Also, volume matters; with a very small sample size, it might seem like nothing works, whereas with a larger sample you start seeing patterns. So, don’t get discouraged too early. Analyze what’s happening, ask for feedback (if you have a mentor or colleague, have them review your email/call script), and keep refining. Cold sales is a skill that improves with practice. I promise that if you implement the advice in this guide and stay persistent, you will start seeing results. Maybe not overnight, but each attempt is a step closer to a sale. Keep learning and keep going!
Cold sales might start out cold, but with the strategies we’ve covered – thorough research, personalized outreach, value-driven messaging, smart use of tools like MailerFind, and dogged persistence – you’ll be turning up the heat on those prospects in no time. Every big client or deal has to start somewhere, and often it’s with a simple cold call or email that hit the mark. You’ve got the knowledge now, so dive in and make it happen. Good luck, and happy selling!
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