Is Cold Calling Dead or Due for a Comeback?

• Sales Strategy
• Cold Calling
• Customer Engagement

As cold calling faces tech and regulatory pushback, business experts argue it still holds untapped value in building genuine customer connections.

Is Cold Calling on Its Way Out?

Cold calls are widely seen as annoying, intrusive, and outdated. Most of us ignore calls from unknown numbers, and even our smartphones now help screen them. Add to that a new ACCC review into unsolicited selling, and cold calling looks to be on its last legs.

But is it time to bury the cold call, or are we discarding a tool with unique potential to build customer rapport and drive meaningful conversations?

The Case Against Cold Calling

There's no denying cold calling has a bad reputation—especially when it's clearly a numbers game, using impersonal scripts that offer no value. It’s become symbolic of outdated marketing tactics, particularly as regulations tighten and consumer resistance grows.

But as businesses increasingly rely on automated emails and social media algorithms, some experts suggest cold calling might offer something these tools lack: genuine human interaction.

Why Cold Calling Still Matters

Barry Lehrer, a veteran business owner, and sales expert Frances Pratt argue that cold calling, when done well, can build deep and lasting customer rapport. Their take? Cold calling isn’t dead—it’s just being done badly.

“The problem with it has always been that it’s very intrusive,” Lehrer admits. “But that’s also what makes it effective. When I call, I can relate directly to your needs.”

What Makes a Good Cold Call?

• Value comes first: Good cold calls lead with something useful. Pratt recalls helping a childcare furniture company shift strategy by offering an opening-cost calculator instead of pushing products.
• It’s part of a wider strategy: Pratt and Lehrer stress cold calling shouldn’t stand alone. It should complement other marketing efforts and serve as a learning opportunity.
• It feels personal: Cold calls fail when they’re clearly scripted. Success comes from genuine dialogue, curiosity, and listening. Lehrer said the most effective cold calls came when he made them himself, not via a call centre.

The Real Risk of Giving It Up

If we abandon cold calling entirely, Lehrer warns, we risk losing a powerful channel for gathering customer insights. “When you talk to somebody, you learn about them in a way that digital tools just can’t replicate.”

While messaging, email, and social media dominate communication, they often lack nuance, tone, and spontaneity. Cold calling, though challenging, offers two-way, real-time feedback that can strengthen relationships when done with care.

Cold Calling in the Age of Connection

Cold calling may seem outdated, but the same consumer landscape that makes it unpopular could actually make it more powerful. As digital fatigue sets in and audiences crave authenticity, direct outreach by founders and business owners—like a cold call—might feel refreshing and human.

Pratt and Lehrer believe there’s room for a “cold call renaissance.” In an age where real conversations are rare, cold calls—done well—could become a standout strategy once again.

Regulation, Technology, and the Future

With the ACCC reviewing cold calling practices, and smartphones helping users dodge unknown numbers, the pressure is on. But Lehrer suggests that innovative businesses will find new ways to use this classic method more ethically and effectively.

Ultimately, whether cold calling dies out or stages a comeback may depend on how it evolves—and whether businesses can resist the lure of shortcuts in favour of real, meaningful conversations.