Cold calling isn’t for the faint of heart.

If it were easy, everyone would be doing it.

The reality is that getting a decision-maker on the phone takes persistence, strategy, and patience.

So, how many calls does it actually take?

The frustrating but honest answer is that it depends on several factors. Some sales reps might get lucky on the first call, while others may need to dial a prospect ten times before making contact. It’s a numbers game, but it’s also about quality. The right approach can significantly improve your chances of success.

Factors That Influence Cold Call Success

Not all cold calls are the same. The industry, target audience, and timing all play a role in whether your call gets answered or sent straight to voicemail.

• Industry Matters – Some industries are more open to cold calls than others. For example, manufacturers trying to get their products into retail locations often expect outreach. SaaS companies offering software demos and professional services like consulting or coaching also tend to be receptive. On the other hand, reaching a surgeon or high-level financial executive is much more challenging.
• Who You’re Calling – The higher up someone is in an organization, the harder they are to reach. A CEO is likely booked in back-to-back meetings, whereas a department manager may have more flexibility to answer a call.
• Call Quality – A generic, scripted sales pitch won’t get you far. Well-researched, personalized calls that address a prospect’s specific needs are much more effective.
• Timing is Important – Certain times of the day and week are better for reaching decision-makers. Calling right before lunch (10:30 AM to 12 PM) or later in the afternoon (3 PM to 6 PM) tends to yield better results. Industry doesn’t make much of a difference here—people are just generally more available during these windows.
• Company Size and Revenue – Smaller companies, especially those under $50 million in revenue, may have decision-makers who are more involved in day-to-day operations. This can increase the likelihood of reaching them directly, but it also means they are busy and less likely to entertain a sales pitch unless it is immediately relevant.
• The Quality of Your Data – If you’re calling outdated or incorrect numbers, you’re wasting time. Having accurate, up-to-date contact information is critical.
• The Skill of the Caller – Some people are naturally better at handling objections and keeping a conversation going. Cold calling is a skill that improves with practice. Confidence, adaptability, and persistence all play a role in whether a call leads to a productive conversation.

The Reality of Cold Calling

There is no magic number of calls that guarantees a response, but statistics suggest that it often takes at least eight attempts to reach a decision-maker.

Many calls go straight to voicemail, and only a small percentage turn into real conversations. That’s why consistency and follow-up are so important.

The trick is to strike the right balance between persistence and not being overly aggressive. A well-timed, well-crafted voicemail or follow-up email can help turn a cold call into a warm conversation.

How to Improve Your Cold Calling Success

Cold calling works best when it’s part of a strategic, well-executed plan. Here are some ways to improve your chances of getting through to the right person:

• Do your research before calling so you understand the prospect’s business and challenges.
• Personalize your approach instead of using a one-size-fits-all script.
• Call at the right time of day when prospects are more likely to answer.
• Leave a compelling voicemail that gives them a reason to call back.
• Follow up consistently across multiple channels, including email and LinkedIn.
• Track your progress and adjust your approach based on what works.

Cold Calling is a Process—We Can Help

Cold calling is a mix of numbers, strategy, and persistence. While there’s no exact formula, understanding what works and adjusting your approach can make a significant difference. The key is to focus on quality over quantity. Instead of just dialing aimlessly, take the time to refine your message, research your prospects, and call when they’re most likely to answer.

At Piedmont Prospecting, we help businesses refine their prospecting efforts and improve their outreach strategy. If you want to see better results from your cold calling, let’s connect.

Reach out today to learn how we can help.