Why cold calling isn't dead already?

Many salespeople and decision-makers wish cold calls would disappear. But they still bring results. This is why.

Cold calls don’t scale – that’s why they work

If you get one email a day, you read it.

If you get one call a day, you answer it.

But now, inboxes are flooded with 100+ emails daily, while phone calls remain rare. Emails have become noise, but people still pick up the phone.

Sales tactics that have lost effectiveness over time

📩 Newsletters – Used to drive traffic, but now every company sends one, making them less effective. There is a dedicated inbox for them in Gmail now.

📧 Personal email automation – Worked well for some years, but now decision-makers are overwhelmed with "quick question" emails and ignore them.

💬 LinkedIn messages – Once read carefully, but now over half are automated sales pitches.

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When a sales method becomes easy to scale, it quickly loses effectiveness. Cold calling requires skill and human effort. Most salespeople avoid it, and even the best can’t scale their time infinitely – this keeps it effective.

In Europe, robocalls are heavily regulated and require consent. In Finland, a company was fined for automated telemarketing without permission (EDPB). The U.S. is different: in January 2024, Americans received over 4.7 billion robocalls, leading to more people avoiding unknown numbers (PR Newswire).

This means that cold calling in the U.S. is dying unless unauthorized robocalls are stopped. In Europe, strict regulations have kept robocalls under control, making phone calls still an effective channel.

Cold calls work for C-level decision-makers when:

✅ The caller uses a local number and speaks the same language
✅ The caller personalizes the introduction and makes it clear they have a real reason to call
✅ The caller knows their topic well
✅ The caller adapts to the customer's needs and situation
✅ The caller follows up with a message and calls again later – first calls rarely succeed

The best sales process uses multiple channels:

1️⃣ The salesperson posts on social media to create awareness
2️⃣ They send invitations and messages to potential customers
3️⃣ They use email automation to share more information
4️⃣ Most importantly, they follow up with a call

This is not a cold call. The customer already knows who is calling and why. Trust and value have been built in advance, and the salesperson appears professional.

Learn more about scaling niche B2B companies in Europe here.

If you need a local sales representative to handle multichannel outbound sales for your company in Europe, let us know—we’ll see if we can find the right match for you on our platform.

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