Learn cold calling from someone who still does it
Eleven lessons on getting ready, getting through and getting better, written with Pauline Perez, who has cold called for twelve years and still runs campaigns every week. Every lesson is free to read, in any order.
- 4 chapters
- 11 lessons
- 69 minutes of reading
The course
Read it start to finish, or open the one lesson you need today. Your progress is kept on this device.
Why this guide
Who wrote this academy, why we made it, and what makes it different from the cold calling advice you have already read.
- Why this academy?1 min
Why we created this academy, and why we asked a trainer who still cold calls every day to write it.
Getting ready for cold callsGetting ready for cold calls
Everything that happens before you dial: whether the phone still works, the tools worth paying for, how to prepare a session, and how to reach a decision maker.
- Cold calling: why the phone still wins in 202610 min
The success rate, the feedback loop, and the reason most reps hate a channel that still books meetings.
- The cold caller's tech stack: tools that actually make a difference6 min
The four categories worth paying for, what to skip, and a full stack for under 50 euros per rep per month.
- Effective preparation for cold calling sessions8 min
From defining your ICP to building a clean list, blocking the right hours, and getting your head straight before the first dial.
- How to get past gatekeepers3 min
Why the best answer is usually to skip the switchboard entirely, and what to say on the days you cannot.
Making the most of your callsMaking the most of your calls
The call itself. How to open, what to ask, how to answer the objections you will hear every day, and how the phone fits with email and LinkedIn.
- How to open your cold calls8 min
The two-yeses structure that earns you a minute, and the tone that decides whether you get to use it.
- How to ask the right cold call questions5 min
How to qualify without interrogating, and how to tell real interest from politeness.
- How to deal with objections9 min
The objections you will hear every day, why most of them are reflexes rather than reasons, and what to say next.
- How to build a multi-channel cold outreach strategy that actually works7 min
Which channel to start with, how to sequence the touchpoints, and the mistakes that quietly kill a campaign.
Perfect your cold calling skillsPerfect your cold calling skills
What separates a rep who improves from one who plateaus: deliberate practice, honest coaching, and motivation that survives a bad week.
- How to practice cold calling5 min
Real calls beat role play, a sales book you can bend beats a script, and listening back beats remembering.
- Cold calling motivation: how to keep your sales team sharp7 min
Where reluctance comes from, how to survive a bad session, and the habits that hold up over a year.
Before you start
The questions people ask us about this academy.
Yes. Every lesson is on this site, there is nothing to sign up for, and there is no gated PDF at the end. You do not need an Allo account to read any of it.
Pauline Perez, who founded the B2B prospecting agency Boucan Factory and has been cold calling for 12 years. She still runs live prospecting campaigns and trains sales teams every week, so the material is what works now rather than what worked in 2018.
About an hour and ten minutes of reading, spread over eleven lessons. Each lesson prints its own reading time, and the shortest is a three-minute piece on getting past gatekeepers.
No. The chapters follow the shape of a calling day, from preparation to the call itself to getting better at it, but every lesson stands on its own. Your progress is remembered on this device so you can come back to the middle of it.
It does, and the first lesson makes the case with the numbers. The short version: the phone is the only outbound channel that gives you an answer in real time, which is why teams that prepare properly still book meetings from it.
No. The techniques work on any phone. The one lesson that names tools explains what each category is for so you can choose your own, and Allo happens to be the phone system we build.