Every salesperson wants to close more deals. And every manager wants their team to beat quota. But too many are asking the wrong question: “How do I get better at cold calling?”
Don’t misunderstand me — skill matters. Tonality, objection handling, and conversation flow all move the needle. But here’s the reality: even the best-crafted cold call strategy won’t deliver if you’re not putting up the numbers.
When competition is fierce and technology gives everyone a slight edge, the great divider isn’t just talent. It’s volume. I’ve seen it first hand: The reps who commit to higher call output are the ones who consistently rise above the mediocrity and make the most money. It’s basically a law of nature at this point.
RELATED: How To Structure Your Day for Cold Calling Success
Coming Up: Join JLR’s FREE live masterclass: How to Cold Call The C-Suite to learn the exact cold calling framework that scaled a consulting firm from $10M to $120M in revenue.
The Law of Averages Never Lies
Salespeople love to believe in the “magic pitch” — the idea that one perfect call will change everything. But the law of averages always has the final word.
Let’s break it down. Say you need to book 15 meetings this month to hit quota. If you’re dialing 50 numbers per day, here’s what happens:
- 20 workdays × 50 calls = 1,000 calls
- At a 15% answer rate = 150 conversations (more realistically, maybe 75 actual convos)
- 75 conversations × 15% book rate = 11 meetings scheduled
- 11 meetings × 80% show rate = 9 meetings held
Even if you’re as sharp as a tack on the phones, that math leaves you short of quota.
Now, double or triple your volume:
- 20 workdays × 150 calls = 3,000 calls
- At 15% answer rate = 450 conversations (225 conservatively)
- 225 conversations × 15% book rate = 34 meetings scheduled
- 34 meetings × 80% show rate = 27 meetings held
Suddenly you’re not just scraping by, you’re blowing past quota. Same skills. Same pitch. The only difference is pace.
This is why top producers aren’t always the smoothest talkers. They’re the ones who keep the phone warm, hour after hour.
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Why Call Volume Matters More Than Ever
The landscape has shifted. Decision-makers are busier, inboxes are noisier, and attention spans are shorter. While everyone else leans harder on automated outreach, fewer sales reps are consistently dialing.
That’s an opportunity. Because the phone is still the fastest path to a live, two-way conversation. And if you want to compete, you can’t afford to dabble with a handful of calls here and there. You need volume to cut through the noise and keep yourself in front of prospects.
Four Variables You Can Control
Here’s the good news: the outcome isn’t random. When it comes to cold calling, there are four levers you can pull every single day.
1. Call Volume
This is your foundation. If you’re at 50 dials per day, you’re not in the game. Push for 100–150 minimum. That’s the pace that creates conversations and puts you in striking distance of quota.
2. Answer Rate
You can’t force someone to pick up, but you can dramatically improve your odds. Call direct lines and cell numbers, not switchboards or generic company lines. Call early in the morning or late afternoon when gatekeepers are thin. And insist on working with fresh data. Outdated lists will never get the job done.
3. Book Rate
This comes down to skill. How well do you ask questions, handle objections, and maintain control of the call? The tighter your conversations, the higher your meeting rate climbs. Length matters here — longer calls often equal deeper trust and higher booking rates.
4. Show Rate
Even if you book the meeting, you need them to show. This is where systems save you. Automated reminders a day before and an hour before can cut no-shows dramatically. If 20% or more of your meetings are ghosting, it’s time to fix your reminder process.
When you own these four levers, you’re no longer at the mercy of “luck.”
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Building the Mindset for High-Volume Calling
Here’s the hard truth: most reps fail not because they can’t sell, but because they won’t dial. The phone feels heavy. Distractions are everywhere. And before they know it, half the day is gone.
If you want to stand out, you need to reframe volume as your competitive advantage. Treat your call blocks as sacred. Sign a “contract with yourself” committing to 100+ dials per day. Use blockers on social media if you need to (Get Opal or Brick, these tools are worth every cent). Create accountability — tell your manager, your peers, even your family what you’re committing to.
At first, it will feel like a grind. But soon you’ll realize that high-volume calling creates its own momentum. Conversations lead to meetings, meetings lead to pipeline, and pipeline leads to commissions. Momentum is motivating, and soon it will be second nature to dial 100+ prospects daily.
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Beat the Averages
Average sales reps play by the averages. They dial just enough to hit quota some months, then fall short the next. But great reps bend the curve by refusing to settle for minimum effort.
Want proof? If the average rep makes 75 calls per day and you make 150, you’ve doubled your opportunities. Even if your skills are equal, you’ll win twice as often. Add incremental skill improvement on top, and now you’re separating yourself from the pack.
This is why I tell sales reps: don’t just aim to hit quota. Double your effort. If your target is 15 meetings, shoot for 30 or 40. Even if you fall short, you’ll overshoot quota by a mile.
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Final Thoughts: Embrace the Work
Cold calling was never supposed to be easy. Prospects won’t always answer, they won’t always be interested, and they won’t always buy. That’s the nature of the game.
But here’s what separates the winners: they embrace the work anyway. They focus on the controllables — their call volume, their energy, their process — and they stack the odds in their favor through sheer persistence.
So if you’re looking for the edge in 2025, stop waiting for the perfect pitch or the next hack. Pick up the phone. Dial more. Push your volume higher than the guy sitting next to you.
Because in sales, activity creates opportunity. And opportunity creates outcomes. The only question left is this: are you willing to put in the dials that greatness demands? If you’ve read this far, I bet you are!
Until next time…
Johnny-Lee Reinoso
For more hard-hitting b2b sales tips, follow Johnny-Lee on Instagram and YouTube