Cold Calling Is the Worst — Nick Cegelski Has Tips for Warming It Up

Saima · May 1

At 6sense, we’re adamantly anti-cold call. Our CRO, Latané Conant even wrote a book about it: No Forms. No Spam. No Cold Calls.

Does that mean we’re anti-calling in general? Of course not. We know it’s an integral part of any sales process, but we also have pretty strict criteria for when it’s time to pick up the phone.

Our philosophy? Unless we know about the person on the other end of the line, we know what they’re interested in, and we know we can be useful to them, calling them would be a waste of their time and ours.

So, I was excited to have the chance to interview a calling legend on a recent episode of the Revenue Makers podcast. Nick Cegelski, cofounder of 30 Minutes to President's Club, shares a calling philosophy that’s well aligned with ours. In this interview, he laid down some eye-opening insights for sellers looking to get past the stale version of “cold calling” many of us are familiar with in order to drive big results.

For BDRs, this interview is basically a crash course in how to turn what could be a painful part of the job into a real opportunity to get to know your customers and to grow your careers. Here are some of my favorite takeaways.

1. Master Calling — Turn “Suck” into Success

Persistence Pays Off: Calling is hard and often discouraging, but consistency differentiates the average rep from top performers. Nick emphasizes that “embracing the suck" is key to staying competitive.
Lead with Context: Begin calls with something specific and relevant about the prospect. For example, reference their company’s recent initiatives or priorities to establish credibility and pique interest.
Use Scripts Wisely: A solid script for common scenarios like your opener or product explanation allows you to focus on delivery rather than scrambling for words.

Nick offered this example of a context-driven opener script: "Adam, I just finished reading your press release about the new office opening in Tacoma. I’m going to be honest — this is a cold call, but it’s a well-researched one. Do you have half a minute for me to explain why I’m calling? Then you can decide if it’s worth continuing."

2. Prioritize Accounts Strategically

Tier Accounts: Organize accounts into tiers (A, B, C) based on fit and priority, giving more attention to Tier A prospects.
Leverage Trigger Events: Identify external signals — like job postings or recent funding announcements — that indicate an account might need your product. Tailor your outreach to these events for better results.

Here’s how Nick says he uses tiering to prioritize his efforts: "Tier A accounts get a disproportionate amount of attention compared to the Bs and Cs. The Cs I might ignore, put in a really automated cadence, or work with marketing to warm them up if they’re not engaged in 6sense or other tools. But generally, my focus is on those Tier A accounts, with some attention to Tier B."

3. Leverage Technology and Data

Intent Signals: Intent signals provide insights into which accounts are actively researching your solution. Use this data to prioritize outreach and craft targeted messages.
Avoid Over-Personalization Pitfalls: While personalization is important, avoid superficial details (like a prospect’s hometown) that don’t connect to their business goals.

Important note: Using intent data the wrong way can sound creepy. "Rather than saying, ‘I saw you were on our site,’ use this data to lead with insight. For instance: ‘I noticed your team has been evaluating platforms for billing efficiency. I’d love to share how we’ve helped similar companies streamline their processes.’"

4. Build Resilience and Grit

Overcome Rejection: Fear of rejection is a barrier for many BDRs. Accepting rejection as part of the process — and learning from it — makes you more effective over time.
Develop a Growth Mindset: Success in sales requires continual improvement. Analyze what works, seek feedback, and refine your approach.

Quick stat: Nick points out that the top 25% of callers achieve over double the live connect rate of the average rep. This isn’t because they avoid rejection, but because they persist and refine their approach after each call, making every dial more strategic and effective.

5. Collaborate with Sales and Marketing

Alignment is Key: Work closely with marketing to ensure your messaging resonates with prospects. Share insights from your calls to inform future campaigns.
Problem-First Messaging: Instead of leading with your product’s features, focus on vivid, customer-specific problems your product solves. For example, highlight how your solution saves time or eliminates recurring challenges.

Here’s Nick’s example of problem-first messaging: If selling titanium-coated pans, don’t pitch the coating itself. Instead, highlight the frustration of scrubbing crusty eggs off the pan and explain how your product eliminates that problem

Quick Wins for BDRs

Create a Research Shortcut: Spend 10 minutes each morning scanning industry news or LinkedIn updates for your top Tier A accounts. Save relevant insights (e.g., hiring announcements or press releases) to use in your outreach throughout the day.
Track Rejection Trends: Keep a log of objections or rejections you frequently encounter during calls. Look for patterns and test new responses to overcome common pushbacks.
Test Two Openers: Pick two different call openers, like a context-driven example versus a problem-focused one, and track which gets better results over the course of a week. Iterate and refine based on real-world data.
Pre-Schedule Follow-Ups: For accounts that aren’t quite ready to engage, schedule proactive follow-ups with relevant insights tied to their timelines, such as after a funding announcement or new hire onboarding.
Leverage Internal Resources: Schedule a 15-minute sync with your marketing or sales ops team to share what you’re hearing from calls. Their insights or data may help refine your approach and improve alignment.

By applying these principles, BDRs can not only improve their results but also set themselves up for long-term success in sales. Calling may never be easy, but with the right strategies, it can certainly be effective.

What Works for You?

What strategies have helped you succeed as a BDR? Share your story or insights in the comments — I’d love to hear how you’re driving success in your role!