If your sales efforts feel volatile or based on luck, it's likely because you aren't doing enough outreach. What seems like random success at low volume becomes a predictable process at high volume. A 1% cold call conversion rate isn't luck; it's a metric you can scale.

Instead of a binary success metric, treat cold calls as opportunities to gain the right to follow up. Track multiple positive outcomes like "call back in 3 months" or "referral to a colleague." This "gray area" approach builds a future pipeline by valuing every conversation, not just immediate wins.

Dedicate call blocks to connect with junior employees at a target account. The goal is not to book a meeting with them, but to gather intel on internal challenges and key players. Use this information to craft a hyper-personalized message for the actual decision-maker.

In your opening script, explicitly state you're calling to see if it’s relevant to schedule a separate, future conversation. This immediately signals you respect their time and aren't trying to force a lengthy discussion now. It reframes the interaction as a joint assessment, making prospects more open to a two-way dialogue.

Salespeople mistakenly delay follow-ups to avoid being 'annoying,' but this kills momentum. Prospects don't track outreach attempts like salespeople do. A steady, frequent cadence isn't pushy; it demonstrates reliability and preparation, proving you won't quit on them.

The common practice of having a fixed daily 'call block' (e.g., 9-10 AM) is fundamentally flawed. If your target prospect has a recurring meeting at that same time, you will never reach them. Effective prospecting requires dynamism; you must vary your outreach times throughout the week to maximize your chances of connecting.

Go beyond connect rate by measuring 'Conversation Rate'—the percentage of connected calls lasting over a set threshold (e.g., two minutes). This metric filters out immediate hang-ups and provides a truer signal of an SDR's ability to effectively engage a prospect.

For cold outreach, hyper-personalizing every prospect is inefficient. Instead, identify patterns across similar roles or industries and develop 'targeted messaging' that speaks to these common challenges. This allows for scalable and relevant outreach without time-consuming individual research.

Instead of trying to convince prospects of your product's value in an initial message, focus on being an interesting person they'd want to talk to. If your targeting is correct, a genuine conversation will naturally uncover their demand and lead to a sales call.