Cold calling gets a bad rap, and let’s face it, it can be deserved.
Poorly timed, badly executed, and painfully generic calls have made prospects everywhere dread the ringing phone.
But here’s the thing: cold calling still works. Reps who know how to do it well are still opening doors, booking meetings, and driving pipeline.
The problem?
Too many are still making the same avoidable mistakes. Whether failing to research the prospect or defaulting to a one-size-fits-all pitch, these errors kill your chances before the conversation starts.
This blog covers 10 of the most common cold calling sales mistakes, why they matter, and most importantly, how to avoid them. Use it as a checklist, a training guide, or gut check before you dial.
You wouldn’t walk into a meeting blind, so why do it on a cold call?
Calling without even the basics (company size, role, recent news, or pain points) shows the prospect one thing: you didn’t care enough to prepare. And if you don’t care, why should they?
Spend 2–3 minutes gathering:
Then tailor your opener to show you’re not just calling for the sake of it. Something as simple as:
“Hey, I saw your team just expanded into the DACH region, congrats! I’m speaking with others scaling in that market and thought it might make sense to connect.”
That 15-second moment of relevance buys you another 30 seconds of attention, which is everything in a cold call.
Shivan Pillay, Sales Coach at Cognism and host of the Why Did It Fail? Podcast, said:
“If you haven’t done your homework, you end up pitching something totally misaligned with who you’re speaking to. An experienced prospect will pick up on that straight away, and it puts them off immediately.”
At Cognism, we have a way of prepping a cold call script in just 15 seconds.
💡 Tip: Use AI to prepare your cold-calling script—this will cut research time from 45 minutes to 15 seconds.
“Hi, my name is X, I’m calling from Y, we help companies like yours…”
*Click*.
Your prospect has heard it all before. If your opener sounds like every other cold call, you’ll get treated like every other cold call.
Instead of pitching, try pattern interruption. Make it about the prospect right away.
Examples:
Or use a relevance hook:
“I’ve spoken to a few heads of sales in fintech recently, a lot are rethinking how they’re building pipeline for Q4. Thought it might be worth a quick chat, does that ring true for you too?”
Your cold call opener sets the tone. Make it specific, respectful, and conversational, not a monologue.
Shivan said:
“Saying ‘I see you work with X and Y’ is fine, but something more specific always lands better. Show you’ve done more than just glance at their LinkedIn.”
You know the voice, flat, emotionless, clearly reading from a script.
It’s not just unconvincing; it’s a fast track to a hang-up.
The irony? Scripts are meant to help. But when reps rely on them word-for-word, the call loses all authenticity.
Ditch the script. Use call frameworks instead.
Frameworks give you a structure, not a script. They outline the key beats of the call: intro, value prop, discovery question, objection handling, and close.
Then practice. Not to memorise lines, but to build confidence in delivering them naturally.
Top reps don’t sound slick. They sound real, human, and relevant.
And that’s what keeps people on the line.
Shivan’s advice here is:
“Don’t be too stiff, but don’t be too laid back either. Just sound like a real person. Relaxed, professional, and clear.”
You’ve barely said hello, and you’re already launching into product features.
Big mistake.
Pushing your solution before understanding the prospect’s world makes you sound like you’re just working through a checklist, not solving a problem.
Hold the pitch. Start with a question.
Try:
Your job is to uncover pain, then align your solution.
Early sales pitching turns the call into a monologue. But when you lead with curiosity, it becomes a conversation.
Remember: people don’t buy features, they buy outcomes. You need to understand what outcome they care about first.
Shivan said:
“You’ve only just asked what their role is, slow down. The pitch can wait until you understand who they are and what matters to them.”
“Not interested.”
“Now’s not a good time.”
“We’re all set, thanks.”
Objections are part of the game. But too often, reps either freeze up or back off completely, assuming it’s a dead end.
In reality, most objections are just reflex responses, not real rejections.
Treat objections as opportunities to learn, or buy time.
Instead of shutting down, try:
The goal isn’t to bulldoze through; it’s to keep the door open.
Sometimes, a calm, confident follow-up is all it takes to shift the conversation.
And if it’s still a “no”? You’ve at least uncovered useful context for the next time you call.
A top tip from Shivan:
“I use the LARA framework: Listen, Acknowledge, Respond, Ask. Not every objection needs solving, but every one deserves a proper response.”
You’ve prepped the perfect opener, your timing is great… and then you hit a dead line. Or worse, you reach the wrong person entirely.
Bad data doesn’t just waste your time. It chips away at confidence, momentum, and ultimately, your pipeline.
Make sure your contact data is:
While plenty of data providers are out there, accuracy matters more than volume. And if you’re relying solely on CRM exports or outdated lists, you’re playing the game on hard mode.
Clean, reliable data means higher connect rates, better conversations, and a much smoother workflow.
Shivan said:
“If you’re not calling the right person, you instantly come across as unprepared. The person picking up is thinking, ‘Here we go, another one who didn’t do their research.’”
Even the best pitch falls flat if it hits at the wrong time.
If your prospect isn’t feeling the pain right now or isn’t in a buying cycle, then the call often goes nowhere. And that’s not your fault. But it is avoidable.
Look for buying signals and signs of activity:
These cues give you context, and context gives you leverage.
You can also prioritise accounts showing higher intent across multiple signals. No need to “spray and pray” when you can spot the ones who might actually care.
Because timing isn’t everything in sales… but it’s pretty close.
Shivan added:
“Be mindful of hard stops, yours and theirs. And make sure you’re clear on the intent of the call. What’s actually beneficial for both sides?”
You’ve had a solid conversation. They’re interested. There’s a clear use case.
And then… the call ends with “Sounds good, I’ll take a look and get back to you.”
No firm next step = no deal.
This is one of the most common and costly cold calling mistakes. Reps assume the interest shown on the call will automatically convert into action. It won’t.
Always close with clarity. If there’s interest, aim to secure a time in the diary.
Try:
Make it easy, confident, and assumptive (but never pushy).
The goal of a cold call isn’t to sell, it’s to set up the next conversation.
Shivan’s top tip:
“BAMFAM: book a meeting from a meeting. If nothing comes from the call, what did you really just spend the last 30 minutes doing?”
You called once. Left a voicemail. Maybe followed up with an email.
No reply? You move on.
Big mistake.
Most prospects aren’t ignoring you; they’re just busy. Timing’s off, inboxes are full, priorities shift. Persistence, done right, is what separates average from excellent.
Build a multi-touch follow-up sequence:
The key is to stay on their radar without becoming spammy. Each touch should add value or remind them why you’re worth listening to.
One call rarely does the job. But a thoughtful, well-paced sequence? That gets results.
Sales veteran Niraj Kapur told Shivan on the Why Did It Fail? Podcast:
“The research shows 72% of people try once and give up. And almost 90% of people try three times and give up. It can take anywhere from five to 20 touchpoints to win a deal.”
You’re making the dials. You’re logging activity. But are you actually learning?
Too many sales reps move from call to call without ever pausing to reflect. What worked? What didn’t? Why did that objection catch you off guard? Why did that prospect stay on the line longer?
If you’re not reviewing, you’re not improving.
Start building in call reviews; even 10 minutes a day can level up your performance.
Try:
Sales isn’t just about volume; it’s about iteration. The best cold callers treat every conversation as a learning opportunity.
A final, but incredibly important message from Shivan:
“Do call reviews. Seriously, do. Call. Reviews. That’s how you find what works, what doesn’t, and what needs to be rinsed and repeated.”
Cold calling isn’t dead. But lazy cold calling? That’s been buried for years.
Success in today’s outbound world isn’t about magic scripts or aggressive tactics; it’s about avoiding avoidable mistakes and focusing on relevance, timing, tone, and process.
Whether you’re new to the phones or deep into your SDR career, these 10 cold calling sales mistakes are a blueprint for what not to do and how to get better every single day.
Want to level up even further?
And remember: every call is a shot at a conversation, not a quota tick.