New Research by ValueSelling Associates and Selling Power uncovers the most effective methods for reaching new prospective clients and how to alleviate the fear of cold calling
CARLSBAD, Calif., Sept. 01, 2026 (GLOBE NEWSWIRE) — Human-to-human cold calling ranks as the most effective method for reaching new prospects behind only client referrals, yet 46% of sellers give up too easily when cold calling and 39% fear picking up the phone and making calls. This is according to new research findings released today by ValueSelling Associates, Inc.
To understand how the rapid evolution of B2B buying behavior and the rise of AI are changing sales prospecting, ValueSelling Associates and Selling Power surveyed 153 sales leaders and representatives across a range of industries and company types. The research examines which tactics earn time on a decision-maker’s calendar, how sales teams are using AI, and where AI is—and isn’t—delivering value. By revisiting questions from a similar 2018 study, the research reveals the true impact of years of aggressive sales tech adoption and AI’s integration into the sales process.
“Cold calling isn’t dead,” said Julie Thomas, President and CEO of ValueSelling Associates. “In the age of AI, a human voice on the phone remains one of the most effective ways to reach new prospects. In fact, our research found that salespeople rate every human-led tactic above every automated one.”
Key study findings include:
- Cold calling is as effective as ever. Human cold calls rank number 2 of the most effective methods for reaching new prospects and are 6x more effective than AI-assisted email. The top seven most effective methods for reaching new prospects are:
- Client referrals (74%)
- Cold calls by sales reps (47%)
- LinkedIn / social selling (40%)
- Conferences / trade shows (30%)
- Partner or ecosystem introductions (26%)
- Email outreach campaigns (24%)
- AI-assisted personalized email outreach (8%)
- Fear is the real bottleneck to cold calling.
- 46% of sales leaders say their reps give up too easily when cold calling
- 40% point to handling objections as the barrier
- 39% name fear of picking up the phone
- Despite all the AI and technological advances over the last 8 years, the human connection still wins. In 2018, the most effective way to reach a prospect was a client referral (77%), then a cold call from a rep (46%). In 2026, it’s a client referral (74%), then a cold call from a rep (47%).
- The same psychological barriers loom large for sales leaders getting their teams to prospect effectively over the past 8 years. In 2018, 53% of sales leaders said their reps give up too easily when cold calling and 48% are afraid to pick up the phone. In 2026, 46% of sales leaders said their reps give up too easily when cold calling and 39% are afraid to pick up the phone.
- Cold calling—one of the most effective methods sales teams have—is the one they execute the worst.
- 19% of sales leaders rate their reps as “excellent” or “very good”
- 31% rate their reps as “good”
- 50% rate their reps as “fair” or “poor”
“Cold calling is under threat, although it remains one of the most effective ways to reach buyers,” said Thomas. “Our research suggests the issue isn’t the method—it’s the skill. The solution is to instill seller confidence through sales training, rebuilding the capability to make cold calls and do it well.”
The ValueSelling Associates research-backed e-book, “Cutting Through the Noise: Prospecting in the AI Era,” is available for download.
Frequently Asked Questions (FAQ):
Q. How effective is AI in supporting B2B sales?
A: Although B2B sales professionals are using AI tools for support, the most effective B2B outreach tactics are those that create a genuine human connection, including client referrals and, surprisingly, cold calling. According to ValueSelling Associates’ research, 55% of sellers use AI to draft prospecting emails, 55% use AI to research prospects, 46% use AI to personalize outreach, and 43% to build call-prep notes. However, AI is not being leveraged to prepare reps for the conversation itself. While AI is busy drafting emails that don’t land, it could be used to prepare for the next sales call and coach the skills gap as it surfaces.
Q. Is cold calling dead, or is it an effective method for reaching new prospects?
A: Cold calling isn’t dead. ValueSelling Associates’ research found that cold calls from sales representatives rank as the second most effective method for reaching new prospects, behind only client referrals. In fact, cold calling was rated six times more effective than AI-assisted, personalized email outreach. Fear of making phone calls is the challenge salespeople face.
Q. What is value selling?
A: Value selling is a customer-centric approach to sales that focuses on understanding and communicating the business value a solution can deliver, rather than competing primarily on price or product features. ValueSelling Framework® gives sales professionals a common language and a structured process for engaging prospects, qualifying opportunities, communicating value and advancing complex sales.
Q. In the AI age, is the human connection still important in sales?
A: Absolutely. ValueSelling Associates’ research shows that, despite the rapid adoption of AI and sales technology, human-led tactics continue to outperform automated approaches when it comes to reaching new prospects. AI can help sales teams research prospects, personalize outreach and work more efficiently, but it does not replace the trust, conversation and human connection required to build relationships and navigate complex sales.
About Selling Power
Selling Power is the leading digital magazine for sales managers and VPs. Since 1981, it has provided essential insights through its publications, the Sales Management Digest, and the Sales 3.0 Conference series.
About ValueSelling Associates, Inc.
ValueSelling Associates is the creator of the ValueSelling Framework®: the sales methodology, training and toolset that aligns your revenue engine with a common language and enables sales professionals to compete on value, not price. Since 1991, ValueSelling has helped hundreds of thousands of sales professionals realize immediate revenue growth and achieve results they never thought possible.
ValueSelling offers bespoke training to FORTUNE 1000, mid-sized, and start-up companies that includes eLearning courses, instructor-led workshops (virtual and in-person), microlearning and on-demand reinforcement in over 17 languages. The company also offers AI-powered sales coaching to drive behavior change and revenue through its ValueCoach AI™ avatar, Val. ValueSelling programs provide globally scalable and sustainable tools, skills, and processes for sales teams, executives, and all customer-facing professionals to effectively engage, qualify, advance, and close more sales with higher margins.
Connect with ValueSelling Associates:
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Media Contact:
Maria Doyle
Doyle Strategic Communications
781-964-3536
maria@doylestratcomm.com
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