Dynamic Business: Turns out the scariest sales tactic is also the most effective one

New research from ValueSelling Associates and Selling Power finds that human-led cold calling remains one of the most effective prospecting methods, despite sellers’ continued reluctance to use it. Among 153 sales leaders and representatives surveyed, client referrals ranked first for reaching new prospects at 74%, followed by cold calls at 47% and LinkedIn and social selling at 40%. AI-assisted personalized emails ranked much lower at 8%. However, sales teams continue to struggle with cold calling: 46% of leaders said reps give up too easily, 40% cited difficulty handling objections, and 39% identified fear of the phone as a barrier. Results have changed little since similar research in 2018, suggesting technology has not replaced fundamental human selling skills. The research indicates that AI may be most valuable when helping sellers research prospects and prepare for conversations, while sales training remains essential for developing confidence, objection-handling skills, and effective cold-calling capabilities.