Since I started working for myself the volume of noise in my inbox has been insane.

I have had hundreds of sales emails. Some have even found my personal email address.

I have had hundreds of spammy LinkedIn messages.

I have even had 30 sales messages sent to my personal Facebook account.

I have had so much I have needed to buy. I needed insurance. I needed data. I needed a website. I needed graphic design. I needed SEO.

For many of these services I actually publicly asked for help.

Do you know how many cold calls I received?

Zero.

Not one.

Even though that is my whole business model. I am sure your lovely AI toy would have even told you that if it found my personal email.

The Opportunity in the Silence

This highlights the massive gap in the market right now.

Everyone is zigging towards automation. They are relying on the lie we debunked in The Warm Call Delusion. They think if they send enough spam they will eventually win.

But the best marketers know that you have to stand out from the boring crowd.

And that is why cold calling has never been easier.

It is not hard to stand out on the phone when so many prefer other avenues. The bar is on the floor.

If anyone selling insurance or data or design had called me they probably would have won the business.

I was a buyer with a need and a budget. I was ready to buy. But because they refused to pick up the phone they lost the sale to someone else or I just found it myself.

Lazy Sales = Lost Revenue

We see this constantly in our SDR Sales Training. Reps are terrified of interrupting a prospect.

So they hide.

They hide behind "social selling." They hide behind email sequences. They hide behind the idea that "cold calling is dead."

Cold calling is dead? Rubbish. It couldn't be more alive.

When you send an email you are competing with 200 other unread messages. When you call you are competing with silence.

Stop Hiding

If you want to win business in 2026 you need to be brave enough to dial.

We proved this in our recent Cold Calling Case Study. The data clearly shows that the phone is the most effective channel for booking meetings because it is the only channel where you can have a real-time human conversation.

If you are selling a service do not wait for the perfect email copy.

"The person on the other end might just be waiting to buy from you. But you will never know if you don't dial."

Pick up the phone.

The person on the other end might just be waiting to buy from you. But you will never know if you don't dial.