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You spent 20 minutes researching a prospect. You dial the number. They pick up. You freeze.
Or they don’t pick up. You leave a rambling voicemail about your company and product. They never call back.
Most sellers fail at both scenarios. They focus on what they want to say instead of what the buyer needs to hear. The solution is simpler than you think. You need two specific approaches: one for when they pick up, and one for when they don’t.
Key Takeaways
- Confidence matters more than perfect words in the first few seconds of any call
- “Reason for the call” openers work better than permission-based approaches because they answer the buyer’s immediate question
- Most people read voicemail transcripts instead of listening, so optimize for visual clarity
- Voicemails should point to another channel rather than expecting callbacks
- The double tap technique (voicemail + email) increases open rates and response rates
Who This Is For
This is for B2B sellers, SDRs, and AEs who struggle with phone-based outreach. If you avoid cold calling because you don’t know what to say, this is for you. If your voicemails never get returned, this is for you. If you fumble through the first 10 seconds when prospects answer, you need a better approach to both scenarios.
Why Most Phone Outreach Fails
The average cold calling success rate in 2024 was 4.82%, according to Cognism (https://www.cognism.com/state-of-cold-calling). Roughly 80% of cold calls go to voicemail, and voicemail response rates sit below 5%.
Sellers fail because they don’t answer the buyer’s immediate question: “Why are you calling me?“
When a prospect picks up, they’re deciding in seconds whether to hang up or listen. When they hear your voicemail, they’re deciding whether it’s worth their attention. In both cases, messages about you, your company, or your product get ignored. Messages about them and their priorities get action.
Section 1: How to Open Live Cold Calls
When a prospect answers, you have 8 to 15 seconds to earn the right to continue. During that window, they’re deciding whether to hang up, stay on but multitask, or actually listen.
There are two main methodologies for call openers. Permission-based openers ask for permission (“Did I catch you at a bad time?”). Reason for the call openers immediately state why you’re calling based on something specific about the prospect.
I teach reason for the call because data shows it works more frequently. But here’s what matters more than which method you choose: confidence.
Confidence Matters More Than Perfect Words
The number one most important thing about cold calling is confidence. It matters less what exact words you say in those first few seconds. It matters more the tone with which you’re communicating. Your tone tells the person whether you believe you deserve their time.
If you don’t believe you deserve their time, they won’t either.
Find an opener you’re confident with. Not one that sounds clever. One that feels natural when you say it. Some sellers love permission-based openers like “This is a cold call. You wanna roll the dice and see why I’m calling or hang up on me?” I think those sound corny. But people who use them deliver them with confidence, and as a result, they work.
The opener needs to match your style.
What “Reason for the Call” Looks Like
The structure is: “[Name], the reason for the call is [specific reason].”
The reason must be specific. Not something you could say to 500 other prospects. Something that connects to their situation right now.
Examples that work:
- Something they posted on social media
- A referral or mutual connection
- A shared connection through an advisory board or investor
- Something from their CEO’s earnings statement about growth or change
These all require research. They’re all specific to this person or company. They’re all recent and relevant.
Here’s why this works. People wonder “Why are you calling me?” When you answer that upfront, you eliminate uncertainty. You give them context. You show this isn’t a random call. That buys you the next 30 to 60 seconds to make your case.
Build Your Call in Two Parts
Your opener (8 to 15 seconds) gets them to stay on the phone. Your impact statement (30 to 60 seconds) builds the case for why this conversation matters.
The opener answers “Who are you and why are you calling?” The impact statement explains why you’re calling them specifically. It shows how you can help them specifically. Even in the impact statement, you’re not pitching features. You’re building relevance.
Strategic cold calling means showing up with a relevant reason, providing value, and having done your homework. That’s what separates sellers who book meetings from sellers who burn through call lists.
Section 2: How to Leave Voicemails That Get Responses
Most sellers treat voicemail like a mini pitch. They talk about their company and product, then wonder why nobody responds.
Here’s what you need to understand. Most people don’t listen to your voicemail. They read the transcript. Optimize for visual voicemail, not vocal delivery.
Optimize for Visual Voicemail
Assume many people will read your message instead of listening. This changes how you structure voicemails.
Follow the same rules you’d use for text or email. Keep it short. Be concise. Be articulate. Make it about them.
When you ramble, it shows up as a wall of text. When you use jargon or talk too fast, transcription software garbles your words. When you focus on your company, they delete without reading past the first line.
When to Leave Voicemails
In call-heavy sequences, don’t leave voicemails every time. Pepper them in strategically. You can call twice without leaving a message. But never call more than twice without leaving one. Multiple calls without voicemail makes you look like a scammer.
Point to Another Channel
People are more likely to respond via email or social than give you a callback. Use your voicemail to point to another channel. Tell them you’re sending an email or connecting on LinkedIn. That’s where real engagement happens.
Keep It Under 30 Seconds
Your voicemail should be about them. Not you, your company, or your product. State who you are, why you’re calling, and what action you want them to take. Keep it under 30 seconds. Structure: Name, company, reason, action.
Section 3: The Double Tap Technique
The most effective way to start a sequence is with a double tap. That’s a voicemail paired with an email or social touchpoint.
The voicemail creates awareness. It primes them to notice the email. When the voicemail mentions the email and gives them the subject line, your open rate goes up.
Here’s what it sounds like:
“John, hi Leslie, calling from Sales Team Builder. Sending you an email about the pod you were just on about cold calling. I’m sending you a white paper that I think can help. The email subject line is ‘cold calling.’ Talk soon.“
Fifteen seconds. Specific reference to something they did. Clear statement of value. Exact subject line so they can find it.
The voicemail drives them to the email. The email contains the value, whether that’s a white paper, workbook, or resource that’s genuinely helpful. The voicemail doesn’t deliver value directly. It points to where value lives.
Multi-channel outreach outperforms single-channel. If you’re only cold calling without layering in email or social, you’re limiting your success.
Common Mistakes
Apologizing for calling. Never say “I’m sorry to bother you.” If you’ve done research and have a relevant reason, lead with confidence.
Making it about you. Frame everything around their challenges, priorities, and world. Not your company or product.
Rambling. Opener: 8-15 seconds. Impact statement: 30-60 seconds. Voicemail: under 30 seconds. Get to the point.
Expecting callbacks. Voicemails don’t generate callbacks. They generate email opens and social engagement when used correctly.
Using generic scripts. If your opener works for 500 people, it’s not specific enough. Do the research.
Why Phone Outreach Still Works
The average cold calling success rate doubled from 2% in 2023 to 4.82% in 2024, according to Cognism (https://www.cognism.com/state-of-cold-calling). Additionally, 82% of buyers accept meetings from proactive cold calls. The channel still works. What’s changed is that buyers expect relevance, brevity, and value.
When you deliver through confident openers and strategic voicemails, phone remains one of the most direct ways to start conversations.
FAQs
What if I’m not confident with “reason for the call” openers?
Use whatever opener makes you feel confident. The method matters less than your ability to deliver it with conviction. If permission-based openers feel more natural to you, use those. Confidence is the foundation. The specific words are secondary.
How do I find a “reason for the call” if my research doesn’t turn up anything specific?
If you can’t find a specific reason after researching someone, that’s a signal. Either your targeting is off and this isn’t the right prospect, or you’re not looking in the right places. Check their LinkedIn activity, recent company news, earnings statements, hiring patterns, and executive changes. If you still can’t find anything, you might not have earned the right to call them yet.
Should I leave a voicemail on my first call attempt?
It depends on your sequence strategy. If you’re running a call-heavy sequence where you’ll attempt multiple calls in a short timeframe, you can skip the voicemail on the first call. But never call more than twice without leaving a voicemail. By the third attempt, you need to establish credibility with a message.
How long should my voicemails actually be?
Under 30 seconds. Aim for 15 to 20 seconds if possible. State who you are, why you’re calling, what you’re sending them, and where they can find it. Remember that most people are reading the transcript, not listening. Long voicemails turn into walls of text that get ignored.
Does the double tap technique work for all industries?
The double tap works best when your buyers use email actively and check voicemail. For industries where decision-makers are harder to reach by phone or rarely check voicemail, you might need to adjust the approach. But the core principle applies everywhere: using multiple channels together works better than using one channel alone.
What if they ask “How did you get my number?”
Answer honestly and confidently. If you found them on LinkedIn, say that. If a mutual connection referred you, say that. If you’re using a prospecting database, acknowledge that you’re reaching out because they fit the profile of companies you help. Don’t get defensive. Just answer the question and redirect to your reason for calling.
What if someone tells me to stop calling?
Respect it immediately and remove them from your calling list. If someone explicitly asks you not to call again, honor that request. This isn’t just good practice, it’s often a legal requirement. You’re not going to win a deal by ignoring a clear “no.” Move on to prospects who are open to conversation.
Can you recommend books that will help me learn more?
Yes. Read Profit Generating Pipeline: A Proven Formula to Earn Trust & Drive Revenue by Leslie Venetz, available at www.salesledgtm.com/book. The book outlines a 9-step formula for prospecting and revenue generation adapted to the modern buyer.
How can I learn more about hiring Leslie as a speaker or working with her team?
Visit www.salesledgtm.com to learn more about services and schedule time to connect.