The State of Cold Calling in 2026

Being a salesperson is like being on the football pitch every day; you’ve got to show up, read the game, and have the best tactics. But with changing buyer behaviour, traditional sales tactics are struggling to stay match-fit.

That’s why we’ve come back with our 2026 edition of the Cold Calling Report. But this year, we’re doing it with a twist.

Just like any good post-match breakdown, we’re taking a data-led look at:

• How 2025’s predictions played out.
• What actually worked on the phones this year.
• How sales teams can win going into the 2026 season.

Because just like the beautiful game, in sales, performance is everything. And the best teams? They learn and improve from every match.

2025 Recap: What we predicted (and what actually happened)

Last year, we kicked off with some strong predictions about cold calling trends. We said reps were up against it, that call effectiveness was dropping, and that success would depend on smarter tactics.

The average cold call success rate from WHAM (We Have A Meeting) data stood at 2.3%, a sharp decline from 2024’s 4.82%.

But in 2026, things have shifted again.

⚽️ We’re now seeing a noticeable improvement in results.

⚽️ Average call durations have increased.

⚽️ Connection-to-meeting ratios are trending upward.

And for Cognism? Well, let’s just say we’ve had a strong second half.

This year’s data tells a very different story, and it’s more than worth analysing, play-by-play.

Cold calling success rates in 2026

When it comes to cold calling, there’s no denying that trends and tactics are starting to shift.

After a tough 2025 season where cold calling took a hit, the latest stats from WHAM show signs of a recovery.

The industry average cold calling success rate has climbed to 2.7%, up from 2.3% last year. It’s not a title-winning number, but it shows the game is far from over.

One of our top pundits, Jack (WHAM), says:

“The best sales teams are learning to adapt, they know the challenges that come with data and technology so rather than spending hours wasted speaking to switchboards they're thinking outside of the box, leading with problems and adapting to the current world of saturation.”

And at Cognism, we’re not just playing catch-up, we’re fighting for the title.

Our team is going into the 2026 season with a cold call success rate of 11.3%, that’s over four times higher than the industry average, and a significant jump from our 6.7% performance in the previous report.

That’s promotion-winning form.

So how have we managed such a strong comeback year?

• We’ve doubled down on calling the right accounts, at the right time.
• We've prioritised quality conversations over quantity.
• And we’ve built a playbook around strategic calling, using intent, tech and timing to get results.

Call Attempts: How many calls before you score?

In football, some goals are scored with a single touch, on the volley, top bins. Others come after relentless pressing and multiple shots on target. Cold calling is no different.

So, how many call attempts does it take to reach a prospect in 2026?

The data shows that most prospects who are likely to answer an unfamiliar number do so on the very first call, with 1.55 calls now the average needed to reach a prospect across the board.

Compare that to the previous season (2025 data), where it took an average of 2.9 call attempts to get through.

That’s a huge improvement in efficiency, and a clear sign that teams across the board are adapting their tactics.

Junis Seger, Head of Sales @ calltime, says:

“With inboxes more saturated than ever, the phone has quietly become the most dependable channel again. Pair that shift with more intentional dialling and sharper timing, and it’s no surprise call attempts are dropping while results improve.”

The dials are smarter, the timing’s tighter, and reps are focusing their energy where it counts. The result? Fewer wasted efforts. More one-on-one conversations with the gatekeeper.

Nia Secker, SDR Manager @ MySalesCoach, says:

“There are a few surprising reasons why it’s actually becoming easier to connect on a cold call. Spam filters and call screening tools are doing a great job of blocking nuisance callers - which means sales reps who call with a genuine purpose are now getting through more often.

People are also spending more time on social media and email, so their phones aren’t ringing off the hook like they used to. That makes a thoughtful, well-timed call stand out even more.

And finally, calls themselves are becoming more targeted. With the help of AI, we’re reaching the right prospects at the right time - so there’s less “spray and pray” and more intentional, relevant outreach.”

The matchday schedule: Best days to pick up the phone

Every good manager knows when to make their move. And in cold calling, timing is everything.

Looking at the latest data, Thursday remained the standout day to get through to prospects, just like last season. But there’s been a tactical reshuffle midweek. Wednesday, previously the second-best day, was overtaken by Tuesday this year, which saw a noticeable bump in connect rates.

Friday still trails behind the rest of the week, but don’t rule it out entirely. With fewer players on the pitch (i.e. reps making calls), it can be the perfect moment to strike.

This shift in weekday performance suggests that sales teams are adjusting their strategies, avoiding certain slots and finding space where others aren’t attacking.

And while Monday continues to sit mid-table in this cold calling scoreboard, it’s a solid choice for warming up the week with early momentum.

However, it’s all about what works for you…

Jack (WHAM) adds:

“I honestly think when it comes to best performing days we overthink it. So many reps are waiting for the right moment to call when actually the best time to call is now. I know more people have work from home days so I'm not sure if that plays into it, if you're not in the office you're more likely to pick up the phone incase it's one your colleagues.”

Best time to call: When to kick off the attack

Every great striker knows timing is everything. Hit the ball too early and you’ll sky it. Too late, and the opportunity’s gone. Cold calling follows the same rhythm.

So when should SDRs kick off their calls to maximise chances of making contact?

According to the WHAM data, the sweet spot is between 10am and 11am. That’s when reps consistently notch up the longest and most meaningful calls, indicating peak engagement from prospects.

But that’s not your only playmaker. The 2pm to 3pm window also sees strong connection and call length stats, suggesting a solid chance to move the ball up the pitch post-lunch.

Meanwhile, early mornings and late afternoons (pre 9am and post 4pm) show a sharp drop-off, the equivalent of smashing it into the stands. And as you can imagine, lunchtime (12pm-1pm) also sees engagement fall away.

💡 And remember: Regional tactics matter too. While 10am might be golden in London, it goes without saying that it won’t work if you’re calling Sydney or San Francisco. Sales teams need to adjust their pressing based on time zones, or risk kicking off while your prospects are still warming up.

Bryan Mulry, sales coaching extraordinaire, says:

“10am tends to work best because people are properly settled into “work mode” by then. It’s far enough away from all the usual distractions: getting kids to school, grabbing coffee, etc. Between 10 and 11am, you can be confident a "professional" is working and at their desk.

By 11-12, people start heading into calls or lunch. Same thing later in the day, 2-3pm can also work well, but outside of that, you’re competing with people finishing up for school runs or wrapping their day.

In short: 10-11am and 2-3pm are the sweet spots because people are actually working and mentally “in it,” not juggling personal stuff.”

Cold calling veteran & transformational speaker, Niraj Kapur, adds:

“I have most success calling 2-3 pm. People spend the mornings on Zoom/Teams/Google Meet. Lunchtime they’re on their phone. They’re looking to speak to a human voice at 2pm. I have tried first thing, I just annoyed people, so I stopped. It also shows the importance of testing.”

Cold call duration: Holding the ball in 2026

In football, possession matters. The longer you hold onto the ball, the more control you have over the game. The same goes for cold calls, the longer you keep a prospect on the phone, the better your shot at goal.

In 2026, the average cold call lasts 82 seconds, according to WHAM data. That’s slightly down from 93 seconds in 2025, suggesting that reps are being sharper, more decisive, and getting to the point quicker, or maybe even that prospects are cutting calls shorter.

Cognism SDRs have an average call duration of two minutes, 38 seconds longer than the industry standard.

More on Cognism’s specific data below 👇

It could also mean that with tighter lists and better targeting, sales teams are skipping the warm-up and going straight for the attack.

But context is key, and in this game, quality beats quantity. Whether you're speaking for 60 seconds or 3 minutes, it's what you say that counts.

And long-time SDR leader, Chris Ritson, says:

“Shorter call times don’t always mean less impact - it’s a reflection of sharper targeting and faster pattern recognition from reps. The best SDRs are getting to the point quicker, qualifying faster, and respecting the prospect’s time without losing depth. 

My internal data shows a 14% YoY lift in meeting rates even as average call time shortened.

It’s a natural evolution, quality conversations, just delivered at higher speed.”

Sian Taylor, Sales Manager at Klaviyo, adds:

“For the majority of managers in my network, cold calling is still a huge part of outbound success and a big focus of coaching efforts. Couple a deep understanding of your prospect with a concise, problem-centric led opener & pitch and reps are already having snappier more effective conversations with prospects.

When you add in the layer of all of the tools out there for finding prospects that might have better connect rates, auto diallers & AI coaching, it's unsurprising to me that calls are getting shorter.”

Objections: The defensive line you need to break through

Every top striker knows they’ll face resistance in the box, cold calling is no different.

When your reps push forward with a prospect, they’re often met with a solid defensive line of objections. And to get a shot on target, you need to know how to break through it with smart, tactical plays.

In last year’s report, the most common objections were the usual man-markers:

Fast forward to 2026, and while some of the old defenders are still on the pitch, there’s now some young starlets in the lineup, and it tells us a lot about the game we’re playing.

This year’s top five cold call objections:

You’re in safe hands - two top pundits are on hand to take you through how they get around these objections.

Jordan Branker (Cognism) & Zac Thompson (WHAM) have got your back…

“I’m not interested.” (still ever-present on the pitch)

Jordan’s workaround: “Ok, just for my notes, is that not interested due to not needing a tool like this at the moment, as you already have the right tool, or is that because budgets aren't available, so I've caught you at a bad time?”

Zac’s workaround: “No worries. Mind if I ask you a question before you go? Is that because you’ve already got something in place or it’s not on your radar at all?”

These responses turn a shut-down into a chance to uncover context. Jordan offers specific reasons for the disinterest, making it easier for the prospect to respond with clarity, and potentially re-open the conversation.

Zac’s is softer and more conversational, inviting one final moment of engagement with minimal friction. Both approaches are great examples of pressing the pause button rather than accepting the red card.

“We have other priorities at the moment.” (a sign of tighter budgets and shifting strategies)

Jordan’s workaround: “If you don't mind me asking, you mention other priorities. What did you mean by that, and would there be anyone else you recommend I speak to whilst you focus on [X] priority?”

Zac’s workaround: “Ah makes sense. Can I ask you a quick question. What would make this a priority?”

Both Jordan and Zac’s responses show great awareness of timing and tone, they don’t challenge the objection, they work with it.

Jordan’s approach acknowledges the prospect’s focus while smartly probing for internal referrals or future opportunities, keeping the door open.

Zac’s question goes deeper into the “why,” prompting reflection on what conditions might make the solution relevant later. Both demonstrate composure under pressure, turning a defensive block into a setup for the next attack.

“I'm too busy to talk, send me an email.” (they’ve given you a red card with this one)

Jordan’s workaround: “Start of a call - Sounds like I've caught you at a bad time, happy to send over an email, does it make sense for me to briefly explain what we do, to make sure it's something worth your time reading more about.

Midway through a call -  happy to send over an email, from what we've discussed, what parts were you most interested in so I can tailor the email... Why is that so important to you?”

Zac’s workaround: “Of course - quick one before I go, just so I know what to send over: what’s the biggest problem out of everything we talked about and I’ll focus on that?”

These comebacks are smart responses to a classic brush-off. Jordan’s early-call approach uses a respectful tone and offers value before the email even lands, a great way to earn permission without being pushy. His mid-call tactic shifts focus to personalisation, making it harder for the prospect to disengage.

Zac’s strategy is equally sharp, he treats the objection as a pivot point, inviting the prospect to highlight their main pain. Both approaches reframe the red card into a tactical time-out, setting the stage for a more meaningful follow-up.

“We've tried businesses like yours before.” (a new, more cynical line of defence, trust and differentiation needed)

Jordan’s workaround: “What was the business challenge you were trying to solve out of interest ... It sounds like the tool didn't hit the mark, do you mind asking who you used... What was missing from your perspective?”

Zac’s workaround: “Ah I see, sounds like it was the worst thing you ever did?”

Both of these comebacks approach the objection with curiosity and confidence, which is exactly what’s needed when facing cynicism.

Jordan’s response tactfully uncovers context and encourages reflection, helping the prospect articulate what went wrong before. It’s empathetic but also positions him to highlight what makes his solution different.

Zac’s is bold and disarming, by exaggerating the sentiment, he breaks the tension and invites the prospect to clarify. This kind of humour, when delivered well, can build rapport fast and open the door to a more honest conversation.

“We already have a solution for this problem.” (an old favourite, still blocking the shots)

Jordan’s workaround: “Great to hear you have something in place, what are you using just so I can update my notes… Ok I know this is a very salesy question, but if you had to rate that tool out of 10 what would you rate it... What’s that missing X% linked to?”

Zac’s workaround: “Makes sense. Can I ask something before you go, what’s one thing you’d improve if you could?”

Both responses here do a great job of reframing the “we already have a solution” objection as an opportunity to uncover dissatisfaction or gaps.

Jordan’s approach is structured and strategic, by asking for a rating, he quantifies satisfaction and smoothly pivots to what’s missing, giving him space to introduce how his solution might bridge that gap.

Zac’s line is more casual but equally effective, inviting the prospect to self-reflect and voice a pain point they might not even realise was there. Both techniques open the door without challenging the existing solution head-on.

So, what’s changed?

We're seeing fewer outright rejections and more resistance rooted in caution, mistrust, or prioritisation.

These aren’t all just knee-jerk no’s, they’re signals that buyers are being more selective and more sceptical.

For reps in 2026, success isn’t about bulldozing through, it’s about playing tactically.

Whether that’s drawing defenders out with relevant case studies, switching the play with insight-led questioning, or delaying the final pass for a more opportune time, it’s all about reading the opposition.

The winning sales teams know:

Objections aren’t the end of the play. They’re just the start of a new attack.

Is cold calling getting harder or smarter?

In any sport, when the game gets tougher, you either adapt, or get left behind. And cold calling is no different.

In last year’s report, cold calling came under fire.

With crowded inboxes, skeptical buyers, and shrinking budgets, many pundits were quick to write off the channel altogether. But the data, and Cognism’s performance, tell a different story.

It’s not that cold calling is dead. It’s that the old tactics are.

Sales teams still relying on high-volume, low-context, “spray and pray” approaches are seeing diminishing returns.

The pressing game is tighter. Defenders (aka buyers) are reading the play faster. Which means only the most strategic strikers are getting through.

Star striker of Cold Calling FC, Stuart Taylor, says: “Cold calling isn’t getting harder, it’s always been hard. It’s just evolved, and today’s reps need to be smarter. The best reps aren’t blindly working through lists anymore, they’re using intent data, revisiting past conversations, sharing content, building a voice on LinkedIn, and using real signals to reach the right people. The A players know their prospect’s world inside out, because if you don’t bring real insight to that one conversation, you lose credibility fast.”

At Cognism, our jump from a 6.7% to 11.3% cold calling success rate is proof that it’s not the channel that’s broken, it’s the strategy.

We’ve ditched the long balls and aimless crosses. We now play with precision:

• High-intent targeting.
• Data-backed calling cadences.
• Personalised messaging that cuts through.
• Reps empowered to build value, not just chase numbers.

And the industry benchmark, despite only creeping from 2.3% to 2.7%, shows the league is waking up.



The tactics are shifting. The approach is evolving.

The best teams? They’re not just making more calls, they’re making better ones.

Why Cognism’s tactics deliver top-of-the-table results

Cognism’s cold calling success rate hit 11.3% this year, more than four times the industry average of 2.7%. It’s not just a good result, it’s the form of league champions.

So what’s behind it?

It comes down to the playbook we’ve been building and refining over the past few seasons. And the truth is, the fundamentals haven’t changed, they’ve just been executed with greater discipline, sharper focus, and stronger intent.

We’ve moved away from measuring success on sheer volume and started rewarding what actually works, quality conversations, better alignment, and consistent momentum throughout the deal cycle.

Here’s a breakdown of the core principles still driving our performance:

1. Targeting like a pro scout
   No more spray-and-pray. We’ve sharpened our Ideal Customer Profile (ICP) so reps spend time on prospects who actually fit the strategy, right industry, right seniority, right need. That means tighter lists, higher relevance, and more impactful conversations.
2. Using the phone across the whole pitch
   We don’t see cold calling as a one-touch channel. Whether it’s opening a deal, building mid-funnel consensus, or re-engaging a late-stage buyer, the phone plays a role throughout the cycle. It helps us move quickly, unearth blockers, and keep momentum alive.
3. Ditching outdated metrics
   Rather than pushing for vanity metrics like total dials or meetings booked, we now reward behaviours that impact pipeline, such as multi-threading, uncovering pain points, and creating qualified opportunities. Quality over quantity is the name of the game.
4. Prioritising the right contacts
   The best conversations start with the right number. That’s why we focus on reaching decision-makers directly, and the data shows mobile-first strategies consistently outperform landlines. It’s simple: you can’t influence someone you can’t reach.
5. Making calls that count
   We’re no longer treating cold calls like pitch monologues. The best reps open with curiosity, lead with relevance, and adapt on the fly. Calls feel more like helpful, human conversations, and that’s where trust begins.
6. Backing reps to make an impact
   Our incentive model reflects this shift. Reps are rewarded not just for activity, but for creating value, the kind of value that leads to real revenue, not just booked meetings. This keeps our team focused on what matters: deals that are worth winning.

These pillars haven’t just guided our strategy, they’ve redefined what success looks like. And with another season of data behind us, it’s clear: this isn’t just a new tactic, it’s a winning formula.

Use the phone across the whole pitch

Too many teams see the phone as a tool for just one phase of the game, the kickoff.

But the best squads? They use it from back to front.

At Cognism, the phone isn’t just for prospecting. It’s a player who’s an all-rounder, useful in every bit of the field.

From breaking the ice with initial outreach, to building relationships mid-play, to closing deals in extra time, we’re using cold calling to multi-thread through every stage of the sales cycle. It's direct, and it's human.

Calls build trust faster than emails, reveal objections in real time, and help us align all decision-makers behind a shared goal. It’s how we maintain momentum and prevent deals from stalling in the middle of the pitch.

Jack, our pundit from earlier on, adds: “The phone has and will always be the number one tool to drive communication. Things on email can get missed, lost and misconstrued. When you pick up the phone, you can hear what people are saying, not saying and all the context that gets missed over written form. The best way to build a human connection is to have a human conversation - the phone is the pathway to this.”

Do you always need to score on the first cold calling attack?

In football, not every move ends with a goal, but that doesn’t mean it wasn’t a great play. The same goes for cold calling.

Sometimes, the aim isn’t to score immediately. It’s to open up the play, create some space, and build a relationship with the prospect ready for the next phase. That’s where the callback strategy comes in.

Sales teams are increasingly realising that pushing too hard for a meeting in the first call can backfire. Instead, reframing the call as a quick introduction or a value-led nudge opens up more opportunities down the line.

Just like a well-timed through ball, a smart call back puts your rep in a better position for a second touch, when the prospect’s timing is better, and the defence is a little looser.

James Greene, countryman of Keano himself adds: “In large B2B sales, success rarely happens on the first call, the goal is to understand the prospect’s challenges, not to sell. Lead with insight and curiosity to build trust and relevance, not pressure. “Not now” can often mean “yes, later”, respect timing and follow up strategically. Pushing causes resistance.”

Cold calling into other regions: Who’s top of the league?

Cognism’s overall cold calling success rate for 2025 came in at a league-leading 11.3%, but how do we stack up across the different divisions?

The latest data shows some surprising moves in the table:

That’s a big shift from last season, where the UK led the way. This year, Europe is top of the table, with the US matching Cognism’s overall average and the UK dropping into third place.

So what’s changed?

As WHAM told us in last year’s report, when businesses expand into new territories, they often bring their existing squad and tactics with them, same reps, same playbook. And in the early stages, that’s fair game.

But this year’s results show that the regions now climbing the leaderboard are those adapting quickly to their new leagues. That means localising messaging, adjusting timing, and getting fluent in the regional style of play.

From a tactical point of view, this is exactly what you’d expect to see as teams get more match fit in new regions. It’s no longer about just fielding players, it’s about building region-specific strategies that actually win.

Our UK figures remained pretty steady on last year. And above, we’ve given our overall cold calling strategy, as for our huge 16% success rate in Europe through 2025.

Our very own star man in Germany, Felix Scholl, sheds some light on the European tactical masterclass: "From my perspective, recognising and converting penalty kicks was super important.

Our focus on buying signals and event triggers felt like a World Cup winning penalty kick and has been pivotal to calling prospects at the right time. Additionally the increased number of Diamond Data® contacts made sure we're not missing these penalties and in doing so, we’ve boosted our cold call success rate to a massive 16%."

And for the improved US success rate, Jon Dolan, North American superstar, says: “It all starts with prospecting. We’ve been prioritising Diamond Data® when doing cold outreach, ensuring we’re focusing our efforts on the highest-quality prospects.”

“By using heatmaps to measure and optimise our output, we’ve been able to identify the best times to connect, make smarter calls, and ultimately boost our success rate across the US. It’s all about efficiency, fewer wasted plays, more shots on target.”

Final whistle: What the data tells us about cold calling in 2026

Now that the 2025 season has come to a close, the scoreline is clear: cold calling isn’t dead, it’s just evolved. And the teams seeing results?

They’re not relying on old tactics and hopeful, random attacks. They’re playing smarter.

This report has shown that sales teams are starting to embrace a new style of outbound, one that’s agile, strategic, and more in tune with modern buyers:

• Industry success rates are climbing again, from 2.3% to 2.7%, after a rocky patch throughout 2024.
• Cognism’s success rate is now 11.3%, up from 6.7%, proof that precision beats volume.
• The average number of calls to reach a prospect is down to 1.55, meaning dialling strategies are becoming sharper.
• More time spent on quality conversations.
• And while objection patterns are shifting slightly, the teams that convert know how to navigate them like seasoned pros.

The game has changed. So should your tactics.

Cold calling used to be a numbers game. More calls = more chances. But that formula no longer works when buyers are busier, harder to reach, and more resistant to old-school sales tekkers.

Now, success comes down to:

• Calling the right person, at the right time, with the right message.
• Having a playbook that’s built around intent, timing, and context.
• Personalising pitches so they feel more like passes, and less like punts.
• Treating objections as opportunities, not full-time whistles.
• Leveraging tools, data, and strategy to stay in position and control the tempo.

From cold calls to commercial impact

If there’s one big takeaway from this year’s performance review, it’s this: cold calling isn’t just about booking meetings anymore, it’s about making a lasting commercial impression.

Today’s best sales teams know that:

• Every call is a chance to show relevance.
• Every conversation builds recognition.
• And trust starts long before a pipeline opportunity appears.

This shift means the cold call has a new role, not just to close, but to open. Open relationships, open minds, and open doors for future deals.

This is because when the timing is finally right, buyers remember the rep who brought insight, not just a pitch.

All eyes on this season

As we kick off 2026, the top teams will be the ones who:

• Focus on quality over quantity.
• Invest in data and tools that give them an edge.
• Train their squads to be consultative, curious, and confident.
• View cold calling not as a one-shot attempt, but as part of a long-term play.

Sales is no longer just about hitting quota. It’s about playing the long game and winning it.