Revenue Brew: Report: Cold calling is six times more effective than AI-written emails

The article highlights research from ValueSelling Associates and Selling Power showing that cold calling remains significantly more effective than AI-written emails for reaching new prospects. Based on a survey of 153 sales leaders and representatives, cold calling was rated six times more effective than AI-generated email and ranked as the second most effective prospecting method at 47%, behind client referrals at 74%. Despite its effectiveness, many salespeople remain uncomfortable with phone prospecting. Forty-six percent of sales leaders say their reps give up too easily, 40% identify objection handling as a barrier, and 39% say sellers are afraid to pick up the phone. Similar challenges appeared in 2018 research, suggesting technology has not eliminated fundamental prospecting difficulties. The findings indicate that the problem is less about cold calling as a method and more about seller skill and confidence. Organizations can address these gaps through targeted sales training and consistent practice.