“Cold calling is dead. ”
You hear this sentence regularly today — in podcasts, on LinkedIn, in sales meetings. And it seems plausible: Hardly any other channel is viewed as critically as the telephone today.
But the truth is different: Cold calling works. But only if it is done correctly.
In this article, I'll show you:
1. why many sellers no longer (can) make phone calls today,
2. which psychological patterns you really need to understand during a conversation
3. and how to use the EPIC CALL framework to establish a sustainable, scalable structure for successful cold calling.
I also share my own story — from uncertain career starters with telephone anxiety to the best global seller for a US software company. Not to
brag, but to show what is possible when you see the telephone not as a threat but as a tool.
My story — and why it's more relevant today than ever
I remember it clearly: My first job in sales. A US software company in Vienna, early 2000s. I was overweight, had little self-confidence, came to Austria fresh from the Czech Republic and didn't know anyone.
I should make my first cold call on the third day. But I was afraid. Real anxiety. So I waited until everyone in the office was on their lunch break and dialed my first number secretly, quietly and quietly. I haven't booked a single appointment for three weeks.
That's when my boss came up to me. I thought he was quitting me. Instead, he said a sentence that changed my career:
“Jiri, you think Sales is scripted. But it's about understanding psychological patterns and applying them. ”
At that moment, it clicked. I began to read everything I had about Psychology in sales was able to find. I observed patterns, tested new approaches, discarded bad wording, and optimized what worked.
After six months, I was number 1 in our office. After another six months: number 1 of 250 outbound AES worldwide.
Why Not because I've made more calls, but because I've understood and systematically applied the psychology of communication.
Why classic cold calling scripts fail
Many of the typical cold calling phrases no longer work today — for several reasons:
1. Scripts that are too generic
Phrases such as “We help companies like yours save costs” are so unspecific that they could apply to any company — and therefore to none really. They don't create relevance.
2. No pattern interrupt
Phrases such as:
“Hello, how are you today? ” or “Do you have two minutes? ”
are psychologically predictable. Our brain recognizes the pattern and classifies it as irrelevant. The mental autopilot starts, the interlocutor no longer listens.
3. Pitch instead of problem
Many calls start with the product or the solution — not with the customer's problem. But no problem, no interest.
4. Trigger for defense
Prospects now know what comes after certain sentences. They block not because of the product, but because of the predictable course of the conversation.
What works today — psychological principles in discussion
Successful cold calls are not based on better wording, but on a better understanding of psychology. Three principles are decisive:
1. Pattern interrupts activate attention
An unexpected start pulls the interlocutor out of autopilot mode.
example:
“You're probably barely getting any real cold calls anymore — this will be short and (hopefully) useful. ”
2. Relevance beats presence
They have ten seconds to show that they understand a real problem.
example:
“Many SaaS sales managers tell me that their forecasts are increasingly unreliable. How is that with you? ”
3. Micro-commitments instead of closing attempts
A first call doesn't sell the product. He's selling the conversation. Instead of pushing appointments right away:
“Does that sound like something you've already observed? ”
The EPIC CALL framework
To translate these principles into a practical format, I developed the EPIC CALL framework. It leads you through a cold call conversation in a structured way — from the first second to qualification.
EPIC — The Opener
E — Disarm:
Break patterns, release tension. Show openness instead of hiding.
example:
“I'm completely open — it's a classic cold call. But I promise you'll know in 30 seconds if that's relevant to you. ”
P — Issue:
Address an acute, relevant issue.
example:
“Many sales leaders tell me that they are losing deals because the decision maker is involved too late. ”
I — Impact:
Make it clear what the consequences are.
example:
“This leads to extended sales cycles, imprecise forecasts and wasted resources. ”
C — Call to Action:
Ask for a brief assessment — not a pitch.
example:
“Does that sound like something you're also experiencing? ”
CALL — The conversation
C — Circle:
Repeat the problem to focus the conversation.
A — Agitates:
Reinforce the urgency. Make it clear what happens if the problem persists.
L — Leverage:
Build up social proof — name comparable customer examples, show authority.
L — Lead:
Take you to the next step. Don't demand, but suggest.
example:
“Let's take 20 minutes to see together whether there is a
results in a sensible approach. ”
Cold calling is alive — when you rethink it
Cold calling isn't dead. It's only been forgotten because it was done poorly. If you avoid scripts and instead understand basic psychological patterns, you get access to the most direct channel of communication with your customers.
With the EPIC CALL framework, you have a system that gives you orientation and at the same time leaves enough leeway to remain human.
Takeaways
1. Cold calling works better than ever when you break outdated patterns and create real relevance.
2. Psychological principles such as pattern interrupt, social proof, and micro-commitments are more important than any script.
3. The EPIC CALL framework provides you with a clear, repeatable structure to have successful conversations with decision makers.
About the author
Jiri Siklar is a sales coach and founder of Software Sales Formula. With over 16 years of experience in software sales (including Amazon Web Services, MongoDB and Meltwater), he has made over 15,000 cold calls, made 2,500 discovery calls and won 650 real SaaS deals. Today, he helps companies and individual top sellers to make their sales measurably more successful with psychologically sound strategies and practical frameworks. In his podcast sellers get practical tips and the right tools to be successful in IT and software sales.
