Why Founders Must Master Cold Calling (And How to Do It)

Cold calling has a bad reputation. Do you immediately think of those awkward calls from pushy salespeople interrupting your day?

Forget that right now.

Cold calling, as practiced by the most successful founders, is different: it’s a strategic and highly effective method, yet largely overlooked due to a fear deeply ingrained in all of us.

Many experienced founders highlight why this technique is so underused: no one likes to be rejected. Cold calling generates intense emotional pressure, similar to romantic rejection. But precisely because it's hard, few people do it. This emotional difficulty is your greatest opportunity.

What Cold Calling Really Brings to a Founder

Validate Product-Market Fit (PMF)

Making cold calls early in your venture allows you to immediately verify if your idea meets a genuine need. Many successful entrepreneurs use this method from the start:

We often have a clear hypothesis: there's a problem in our target market. But we still had to prove it in the field. A few dozen calls were enough to confirm that yes, the need was massive.

Clearly Identify Your Customers' Problems

Cold calling puts you directly in touch with the realities on the ground:

You'll quickly hear if you're off track. Unlike cold emailing, your contact will clearly tell you why your solution doesn't resonate with them or what's missing.

The Step-by-Step Method Before You Start

• Identify your target precisely: a short but extremely high-quality list (50-100 names).
• Clarify your initial hypothesis: what problem are you solving exactly?
• Mentally prepare your approach: You’re not calling to sell, but to understand and exchange.

The Perfect Script: How to Make Your First Calls

Here’s a simple and proven script:

1. Permission to enter (foot in the door):

   Hello [Name], I'm [Your First Name], founder of [Your Startup]. I'd like to take just 30 seconds to explain why I'm calling. Is that possible?

2. Introduce yourself as a founder, not a salesperson:

   I'm developing a tool for [your specific problem]. I'd like to understand how you manage that today. What tools do you use? What difficulties do you encounter?

3. Listen more than you talk: The goal is not to sell immediately, but to shed light on problems. Show that you understand their reality.

The Concrete Process for Successful Cold Calls 🏃‍➡️

• Block out dedicated time: Many founders spend a full day each week calling without interruption. Discipline and consistency are key.
• Work as a team: Practice with other founders to stay motivated and learn faster.
• Document every call: Use a simple Notion or Excel sheet to note objections, key phrases, and learnings.

Concrete Benefits for Your Startup

• Shortened sales cycles: By understanding exactly what matters to your client, you significantly reduce your sales lead times.
• Ultra-precise positioning: You create a clear and impactful message, validated by your real prospects.
• Acquisition of mentors and investors: Some initial cold calls turn into advisors or even investors. Why? Because a founder who calls directly always impresses.
• Powerful differentiation: Few founders dare to pick up the phone. Those who do instantly gain an edge.

Simple Tools to Get Started Now

No need for complicated equipment:

• Your phone
• Notion or Excel to organize and document your calls

Mistakes to Absolutely Avoid ❌

• Not preparing your contact list: A good cold call starts with a clear target.
• Trying to sell on the first call: The goal is to learn, not to close immediately.
• Not listening: The most important thing is to understand your prospect's needs, not to recite a script.
• Getting discouraged after a few failures: Cold calling is a muscle that develops with practice. Every call is an opportunity to learn.
• Not documenting your calls: Without tracking, you lose the valuable lessons from each interaction.

Conclusion: Take the Advantage Now

Cold calling is not just a sales tool. It's a strategic growth accelerator, a weapon to understand your market deeply, and a major lever to succeed where others hesitate.

If you start a new business tomorrow, think about cold calling immediately.