The Death of the Cold Call (John Tucker Commentary)

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There was a time when telephone cold calling was the staple of business outreach. I know this because I was in the thick of it, working with newspapers when calling folks at dinnertime was as routine as delivering the morning paper. We’d interrupt meals, offering a subscription deal that was supposed to change their life — or at least save them a buck.

Truth be told, even then I wasn’t a fan. Sure, it was important to keep the number of our subscribers increasing, but it never sat right with me that we might be doing more harm than good, irritating people more than interesting them.

The landscape has changed drastically since then. If cold calls felt disruptive before, they’re now outright unwelcome. In today’s world, where people don’t even answer calls from their friends without a text heads-up, what are the odds they’ll pick up a random number? Let’s face it, almost every call goes straight to voicemail — if you’re lucky. According to Gartner, a global research and advisory firm, a study conducted in 2019 found that it now takes 18 or more phone call attempts to connect with a single prospect — and that was five years ago. It’s likely worse now. Even when you do manage to get someone on the line, you have only a few seconds before they’re looking for a reason to hang up​

It’s not just anecdotal. CloudTalk, a leading communication platform, states success rates have tanked over the years, dropping from the 5%-10% we once enjoyed down to a paltry 1%-3% — sometimes as low as 0.3% in certain industries. The ROI on cold calling is now nearly nonexistent, especially compared with more modern approaches.

That’s why I’m convinced warm calling is where the future lies. Warm calls target people who’ve already shown interest — whether it’s through browsing your website, signing up for a newsletter, or downloading something you’ve offered. They’ve made the first move, even if it’s small, which means they’re not blindsided when you reach out. The conversation feels more like picking up a thread than barging into their day. And in a world where everyone craves control over how and when they engage, that’s a big deal.

Here’s the reality: Cold calling is fighting a losing battle against habits and technology. Voicemail, caller ID and the general weariness people have toward unsolicited calls have made the cold call nearly extinct. It’s no longer about trying to buck that trend. You and your staff have to spend more time warming up a potential lead before contact, or else you’re wasting time and money.

Instead, spend your time creating the kind of brand experience that warms people up to you before you make the call. Let your website, emails and social media do some of the heavy lifting. By the time someone hears from you, the hope is that they know your name, they’ve seen your content, and they’re ready to talk.

Because the truth is, it’s not about making more calls — it’s about making the right ones. And if you’re not willing to shift from cold to warm, you’re throwing time and money down the drain.

John Tucker is the executive director of Flex360, a digital marketing firm that belongs to the same parent company as Arkansas Business.