Selling Power: Sales Leaders’ Insight into a Skill They Trust Least: Cold Calling

Julie Thomas examines a major disconnect between how sales leaders and reps assess cold-calling performance. Research from ValueSelling Associates and Selling Power found that only 19% of leaders rate their reps as excellent or very good at cold calling, compared with 43% of reps who rate themselves that highly. Meanwhile, prospecting has become harder: sellers increasingly need six to 10 touches to secure meetings, while 46% of leaders say reps abandon cold calls too quickly, 40% cite weak objection handling, and 39% report fear of calling. Training also shows a disconnect, with 80% of leaders claiming they provide cold-calling training but only half of reps saying they receive it. Although AI is widely used for emails, research, and personalization, Thomas argues it could be better applied to call preparation and coaching. Leaders should address assessment gaps, measure training through behavior change, and use AI to strengthen confidence and cold-calling skills.