SD-201c · Module 2

Phone and Social Tactics

3 min read

Cold calling is not dead. Bad cold calling is dead. The reps who dial 100 numbers a day with the same script get a 2.1% connect rate. The reps who call 20 researched targets with personalized openers and multi-channel context get a 9.4% connect rate. AI makes the second approach possible at the first approach's speed.

  1. Pre-Call: AI Brief (15 seconds) Before dialing, AI surfaces: recent triggers, LinkedIn activity, prior email engagement (did they open?), and a suggested opening line. The rep glances at the brief and picks up the phone. Total prep: 15 seconds. Knowledge level: 15 minutes of manual research.
  2. The Opening (10 seconds) Reference your prior touches. "I sent you a note about your AE hiring push — curious if that resonated." This is not a cold call anymore. It is a warm call with context. The prospect may not remember your email, but the specificity signals preparation.
  3. The Pivot (20 seconds) If they engage, pivot to a question. Not a pitch. "I work with companies going through similar growth phases — what is the biggest bottleneck in ramping those new reps?" You are now in a conversation, not a cold call.
  4. The Voicemail (30 seconds max) If voicemail, leave a tight message referencing your email and one specific trigger. "Left you a note about scaling pipeline during your AE ramp — worth 5 minutes. I'll send a follow-up." Then send the follow-up immediately. Voicemail-to-email combo converts at 3x voicemail alone.

Social selling is not posting about your product on LinkedIn. It is building credibility by engaging authentically in your prospect's world. Comment on their posts with genuine insight. Share content that is relevant to their challenges, not your product. Build familiarity before you ever pitch.

BUZZ would tell you social is about engagement metrics. I will tell you social is about name recognition. When the prospect sees your email and thinks "I've seen that name somewhere," your reply rate doubles. That is what social selling actually does — it makes your outbound less cold.