Cold calling is dead—now that’s a myth.
Contrary to popular belief, cold calling remains a valuable part of B2B sales in the APAC, particularly in Singapore. Many businesses still prefer phone conversations to connect with potential buyers, particularly decision-makers. This approach works best when handled by experienced cold calling experts in Singapore.
With a 2–3% success rate and a 16.6% connection rate, cold calls continue to be effective in starting real conversations and opening doors to new opportunities.
A well-timed, well-prepared call can build trust, cut through digital noise, and help sales reps adjust in real time based on the prospect’s response. In relationship-focused markets like APAC, that human touch matters. Cold calling hasn’t disappeared—it’s simply changed. And when done right, it remains one of the most direct and impactful ways to connect with high-value prospects.
Why Some Cold Calls Still Fall Flat—Even from Good Reps
If cold calling still works, why do so many sales calls fail?
The problem isn’t cold calling itself—it’s how it’s done. In our experience running B2B outreach programs across the region, even seasoned SDRs fall into familiar traps: sounding too generic, calling at the worst time to cold call, or relying too heavily on automation over personalisation. These missteps may seem small, but they’re actually massive cold calling challenges that kill your pipeline.
Here are the most common reasons good reps still miss the mark:
1. They Prioritise Volume Over Strategy

Some reps still follow the outdated “more dials = more deals” mindset. But in reality, only 1-5% of cold calls turn into appointments, and that number stays low when calls are rushed, impersonal, or unresearched.
2. They Don’t Do Their Homework
Reps often skip research and call blindly. But today’s buyers expect relevance—most are already 70% through their decision-making before talking to sales. Not knowing your prospect’s role, company, or needs is a missed opportunity to improve cold calling outcomes.
3. They Have No Credibility
Building credibility on a cold call starts before you even dial. Prospects respond better to reps who demonstrate awareness of their business and speak with clarity and confidence.
A generic pitch or lack of preparation signals low value and leads to immediate disengagement. To earn trust, personalise your message, speak with purpose, and focus on how you can help, not just what you sell.
4. Their Timing Is Off
Timing can make or break a call. Outbound cold calling at the wrong time, such as during peak meetings or early Mondays, usually results in voicemail or brush-offs.

Studies show that the best time for sales calls are from 8:00–9:00 a.m. and 4:00–5:00 p.m.. But it varies based on role and industry. Know your audience’s habits, and adjust accordingly.
5. They Try to Sell on the First Call
Trying to close on the first call is one of the most common mistakes to avoid during a cold call. Instead, focus on asking smart questions, gathering insights, and building rapport. A successful cold calling approach sells the next conversation, not the product.
Keep the tone friendly and relaxed to build rapport and make the prospect feel comfortable. Before the call, define a clear objective, such as scheduling a follow-up meeting, and work toward it efficiently to respect the prospect’s time.
6. They Misuse Technology
Automation and sales tools can boost productivity, but only if used wisely. When reps over-rely on templated sequences, cold calling scripts, robo-dialers, or marketing-generated leads, they risk sounding robotic or irrelevant.
Still Cold Calling the Old Way?
10 Cold Calling Mistakes and How to Fix Them
Even experienced reps can fall into bad habits that hurt results. To improve your success rate, SDRs should steer clear of the following missteps:
1. Talking Too Fast and Too Much
Sales reps often think talking more shows confidence but it actually overwhelms. Talking too fast or dominating the conversation can overwhelm the prospect and make the call feel one-sided.
Many buyers prefer a more balanced, thoughtful exchange, and speaking too quickly can come across as pushy or insincere. A slower pace, simple language, and active listening help create space for dialogue and build trust early in the conversation.
Fix it: Slow down, simplify your language, and let the prospect speak. Active listening often wins more deals than persuasive monologues.
2. Calling While Anxious
Sales call anxiety can manifest in several ways, ranging from self-doubt and fear of rejection to physical tension and the urge to avoid the call altogether. These feelings often result in conversations that feel rushed, overly scripted, and disconnected from the prospect, ultimately reducing the chance of meaningful engagement.
Fix it: Preparation breeds confidence. Practice call scenarios, have your notes ready, and remind yourself that you’re offering value, not begging for time.
3. Reaching the Wrong Person
To make a cold call count, it’s important to speak with someone who can actually make decisions. Many sales reps waste time talking to people who aren’t the right contact, either because they don’t have the authority or aren’t involved in the decision-making process.
Fix it: To avoid this, do some quick research before reaching out. Find out which job title is most likely responsible for the area you’re selling into, and try to learn the person’s name. Instead of asking for “the person in charge of marketing,” be specific and ask for them directly.
This small step makes your call more direct, more credible, and more likely to reach the right person. Use tools like LinkedIn, ZoomInfo, or industry directories to qualify contacts. Make sure you’re speaking to the decision-maker—or at least someone with influence.
Find out how an IT Security Provider reached over 1,000 decision-makers with Callbox’s Lead Gen Campaign
4. Using a Generic Pitch
Studies show that 81% of customers prefer tailored experiences, and 70% want to speak with someone who understands their past interactions and preferences. When your calls are focused and tailored, they’re far more likely to lead to real conversations.
Fix it: Reference recent company news, location-based examples, or relevant pain points. A rep calling a Singapore fintech should speak differently than one targeting a logistics company in Australia.
5. Calling Without a Clear Reason
Unclear or aimless calls can make it seem like you haven’t prepared, which hurts your credibility. If it feels like you’re just “checking in,” the prospect may not take the call seriously.
Always start with a clear goal, whether it’s to book a meeting, ask an important question, or offer a useful solution. Having a purpose shows that you respect their time and makes the call more productive.
Fix it: Know what you want to achieve before you call, and shape your message around that goal. A clear, focused call is more likely to keep the prospect engaged.
6. Oversharing
It’s easy to get carried away on a cold call, but sharing too much information too soon can hurt your chances. When you overload the prospect with details, the conversation can lose focus, feel awkward, and reduce your credibility. Oversharing may also give the prospect reasons to say no or end the call early.
Fix it: Focus on one or two key benefits and keep the message clear and to the point. A cold call should create interest, not overwhelm. Save the full details for a follow-up meeting where you have more time and attention.
7. Taking Rejection Personally

Rejection is part of cold calling, and 63% of sales reps say it’s the hardest part of the job. But it’s important not to take it personally. A “no” often means “not right now,” “I need more information,” or “tell me why this matters.” Changing how you view rejection can help you stay confident and consistent.
Fix it: Focus on what you can learn from each call. Track results like objections handled or follow-ups booked, and celebrate small wins. Each call, even the tough ones, moves you closer to a yes.
Discover Effective Follow-Ups for Cold Call Rejections
8. Sounding Too Sales-Driven
APAC buyers and many others respond best to salespeople who lead with humility and clarity. A hard-sell approach can feel pushy and insincere, especially in the early stages of engagement. To avoid sounding overly sales-driven, focus on building real rapport, making the conversation about the prospect, and providing value before pitching your product.
Fix it: Ditch the pitch tone. Be consultative, sound like a problem-solver, and ask open-ended questions. Record your calls and review them to continuously refine your approach.
When cold calls focus on connection and value instead of pressure, they become a powerful way to build relationships and generate real leads.
9. Getting the Tone Wrong
Tonality in sales is how you sound when speaking with prospects—your pitch, pace, volume, and clarity. It’s not just what you say, but how you say it that drives connection and trust. The right tone makes you sound confident, engaged, and credible, while the wrong tone – too flat, too rushed, too scripted – can push prospects away. Even the best script won’t land if you sound bored or unsure.
Fix it: Mirror the prospect’s energy. Stay clear, calm, and confident. Be professional, but show warmth. The right tone builds rapport, and rapport builds trust.
10. Skipping the Follow-Up
One of the most common mistakes SDRs make is failing to follow up. A single cold call is rarely enough to close a deal, and skipping the next step can cause valuable leads to slip through the cracks. Whether it’s due to fear of rejection or lack of a system, missed follow-ups mean missed opportunities to build relationships, address objections, and keep the conversation moving forward.
Why it matters: Prospects might not be ready on the first call, but with consistent, respectful follow-up, timing can shift in your favor. It also shows professionalism, builds trust, and keeps your solution top of mind.
Fix it: Use a calendar or CRM to schedule timely follow-ups. Aim to set the next step before ending your initial call. Mix up your outreach—try email, LinkedIn, or voicemail—and always be polite and relevant. In many cases, persistence delivered with respect closes more deals than the perfect pitch.
The Role of Technology in Smarter Cold Calling
Modern sales teams have powerful tools at their disposal—but not all are using them to their full potential.
CRMs like HubSpot or Salesforce help SDRs keep outreach organised. Call intelligence platforms like Gong or Aircall can analyse tone, pacing, and conversion trends across dozens of calls. With proper integration, reps can gain real-time insights into what makes top performers successful—and replicate that behaviour.
In short: Tech isn’t replacing cold callers—it’s making them sharper.
Use AI transcription and sentiment analysis tools to coach junior SDRs. Identify which phrases increase meeting conversions, and build call scripts around real data.
Integrating Cold Calling into a Multi-Channel Strategy
Even the most polished cold call is unlikely to succeed if it’s your prospect’s first or only interaction with your brand.
That’s why modern B2B outreach, especially in nuanced markets like APAC, requires a multi-touch, multi-channel strategy. Think of cold calls not as standalone sales tactics, but as one layer of a broader engagement plan that includes:
- LinkedIn touches (profile views, connection requests, InMails)
- Email cadences with value-based content
- SMS or WhatsApp follow-ups (in culturally appropriate markets)
- Webinar invitations, blog shares, or case study downloads
This layered approach builds familiarity and trust, so that when the phone rings, your prospect already knows who you are and why the conversation matters.
Cold Calling Still Works—If You Do It Right
Cold calling is far from dead; it just demands more thought, strategy, and human connection than ever before. Done right, it’s still one of the most effective ways to engage decision-makers, spark real conversations, and drive pipeline growth. By focusing on timing, personalisation, tone, and consistency, your team can turn cold calls into warm opportunities.
Want to improve your outbound calling strategy and get more from your sales efforts? Start by applying these best practices—or work with a team that already does.