In B2B Sales, outbound initiatives are the backbone of predictable growth because it gives you control of your own destiny and pipeline. Whilst inbound strategies are also effective, they rely on prospects finding you - but who is to say they are the a good fit?
Outbound allows you to be a lot more targeted in your approach as you can clearly define what a good account looks like, and who you want to be speaking to. Although these prospects may not always be actively searching for your solution, it's about creating opportunities and not just waiting for them to come to you. You have the chance to discuss their pain, challenge them, and educate on why your solution is a fit.
By combining personalised multi-touch outreach, strategic timing, and professional persistent follow ups, outbound sales helps build relationships, encourage conversations and uncover prospect pain. If you do this consistently enough, it will fill your pipeline and drive revenue - even in competitive markets. The timing may not always be right, but when the timing is, they know you are the go to company for that solution.
One of the best ways to generate new opportunities from scratch is through cold calling - and yes it still works! Many have the belief that cold calling is dead, but they simply aren't doing it work. Cold calling is a critical component as you look to predictably scale pipeline generation outside of your network. However, it isn't easy. It is very challenging and there is a lot of bad advice online which makes it easy to fall into bad habits.
In this blog, we look into the 10 most common mistakes SDRs and AEs make with outbound sales and how to avoid them. Whether you’re new to the role or a seasoned pro, these insights will help you refine your approach and achieve better results.
Mistake #1: Not Researching Prospects
A common mistake Sales Development Representatives make when doing any form of outbound outreach is not researching prospects. The B2B technology landscape has evolved massively over the last decade, and gone are the days where you can send a generic message to any prospect and get a reply.
In order to be successful you must tailor your message to the account and prospect you are engaging with, to make it relevant to them.
How to Avoid It:
Do research on the account and understanding what is going on within the business that you may be able to leverage. Look at recent funding, financial reports, growth rates on LinkedIn, recent news etc.
Take the time to research the prospect you are researching out to. Think about their role, what they are responsible for, what they care about, what challenges they may be facing?
Leverage this context in your cold calls.
Example: “Hi [Name], Great to read about the recent Series A funding to be used for international expansion - congrats!” Usually [Title] I speak to are battling against [challenge A, B C] how does that compare to what you're seeing?
Mistake #2: Focused on "Just Booking a Meeting"
Sometimes in sales it is important to slow down to speed up. One of the big mistakes we see from SDRs is that they are so focused on quantity and "booking a meeting", that all of the basics go out of the window.
This mindset drives the wrong type of behaviour and isn't aligned with generating consistent meaningful pipeline. We often see SDRs forcing prospects to take meetings when the timing isn't right, they have tools in place, or even worse they aren't a suitable account or persona to sell to.
How to avoid it:
Clearly define what a good account looks like. Set parameters based on revenue, employee size, certain technology incumbents, etc.
Clearly define what a good persona looks like. Map your target accounts and identify key personas within each account and list these in priority that you'd like to speak to.
Focus on conversations. Change your mindset from trying to book a meeting, to one of being curious, trying to uncover pain and shine light on challenges the prospect may not know they have.
When you focus on understanding the prospect, adding value and educating, they are more likely to be receptive, and the number of meaningful opportunities will increase.
Mistake #3: Not Taking Control of the Conversation
One of the hardest things about the Sales Development Representative role is that you're trying to engage with prospects who have decades of experience and knowledge about the topic you are talking about - especially when you are earlier on in your career.
If you are not careful and you try to go into unnecessary details, it is likely they'll steamroll over you. As a result, it is really important to be able to control the conversation and have a key path of where you'd like to take it. Any time the conversation goes off course, take it back to the path and control the narrative.
How to Avoid It:
Have a clear call structure to work from and guide the prospect through this. Example: Introduction, pattern interrupt, challenges/pain, value add, close, qualification questions.
Have key transition phrases that help you seamlessly transition from each section. Example:
Challenges/pain - Great, the reason for the call...
Value add - just to give you some context...
Close - At this early stage...
Match the prospects tonality, pace and flow of conversation. If the prospects is direct, get to the point quickly. If the prospect sounds happy and chatting, you may want to try and build rapport.
Refrain from long pauses and allowing the prospect to lead the conversation. Ask open questions, or if the timing is right push for a meeting. Always think about the call structure and path and where you want to take it.
Mistake #4: Leading with Features or Benefits
Different types of messaging needs to be used for different scenarios. For instance, the type of copy that resonates to prospect on a website, will vary to the messaging that works on a cold call or outbound outreach.
A big mistake SDRs often make is that they lead with features or benefits of the solution, as opposed to the prospect's pain points.
How to Avoid It:
Create a table highlighting the different pain or challenges each of your personas face, and in the next column detail how you support them to overcome such challenges.
Start your outreach by addressing a specific challenge or goal the prospect might have. Prospects are more likely to react to a negative outcome or something that is keeping them up at night.
Highlight the outcomes you can deliver, not just the features of your product.
Example: We know there is a big challenge around [X,Y,Z] and the impact of that is.... how does that compare to what you're seeing?
Mistake #5: Not Following Up
You may have heard the phrase "The Fortune is in the Follow Up". Many SDRs and Account Executives make this mistake all the way throughout their sales cycles, let alone with cold calling and outbound outreach.
Did you know that 80% of sales require at least 5 follow-ups, yet 44% of SDRs give up after just one attempt.
When a prospect asks you to send an email, or follow up in a specific timeframe, its really important that you do it. Not every prospect is going to be ready to buy or take a meeting straight away, so being able to nurture the conversation and professionally stay in touch is an invaluable skill.
How to Avoid It:
Schedule tasks and reminders to follow up with prospects when you've agreed to do so.
Avoid phrases like "Just circling back" and "Just following up", but instead try and add value. Can you share a relevant podcast, newsletter or some thought leadership content that helps them?
Space each touchpoint out to ensure you are not bombarding the prospect, and use a mixture of cold call, email or LinkedIn depending on where you've had success engaging.
Mistake #6: Not Qualifying Leads Properly
Typically, the role of the SDRs is to identify opportunities so that an Account Executive can try to progress that conversation through a sales cycle and close a deal.
As a result, the partnership and alignment between SDRs and Account Executives is key. If the SDR passes over meetings that are not properly qualified, are with the wrong accounts or personas, it will lead to friction in the partnership and this will impact results.
Whilst not every meeting will be ready to go to pipeline straight away (the Account Executive still needs to do there job), there should be a minimum threshold of what good looks like.
How to Avoid It:
Have clear alignment on what a good account and persona looks like, and what type of qualification criteria is required.
Once a prospect agrees to a meeting, ask if they are open to answering a couple of questions to ensure you can provide as much value as possible on the call. This works well as the prospect is usually more relaxed and you can decipher if its a good fit. looks like.
Have a clear lead hand over process to pass the meeting over to the AE to ensure everyone is clear on the context of the meeting prior to it taking place.
Mistake #7: Giving Up Too Easily
A key trait of a consistently successful SDR is resilience. When you are cold calling or doing any type outbound outreach, you are going to hear no a lot more times than yes.
Many SDRs do not have the persistence to keep going and play the numbers game. Whilst a focus on volume and "spray and praying" usually drives negative behaviour, understanding that a certain amount of volume needs to be put in, along side with a strategic tailored approach, in order to get the right number of conversions is important.
For cold calling specifically, many SDRs will give up too easily on a call and take no for an answer. The reality is that prospects lie, and sometimes they say no just to get you off the phone.
How to Avoid It:
Know your metrics. How many dials do you need to do to get meaningful conversations, how many meaningful conversation do you need to get a meeting etc.
Be curious and ask questions. Try to understand why they are giving you the objection, before finding another route or talk track around.
In most cases, you shouldn't take the first no for an answer.
Remember that timing matters. Prospects may not be ready to engage right now but could do later.
Stay consistent with your outreach and follow-ups.
Mistake #8: Not Asking for the Meeting
The whole point of outbound outreach for SDRs is to try and engage with a prospect and ultimately book a meeting if there is a good fit.
You'll be surprised how many SDRs do all of the work leading the horse to the water, but then offer them a drink.
You have to ask for the meeting!
How to Execute It:
Sell the value of the meeting. Clearly explain to the prospect why they should take a meeting - "hear about how you've helped competitors, etc"
Ask for the meeting and then be quiet. Many reps talk them selves out of the meeting.
Example: Would you be against hearing more next week? PAUSE.
Mistake #9: Not Analysing Your Cold Calls
Whether you are a seasoned professional, or an entry SDR in your first sales role, you can always learn more.
Listening to a recording of yourself can be a little bit painful, but it is hugely valuable to hear in real time what is working and where you need to improve.
How to Avoid It:
Use Data to diagnose your issues. What objections are you hearing the most? If you aren't able to complete the pitch, maybe there is a problem with the messaging. Use these insights to adjust.
Set regularly call review sessions with your SDR leader to bring consistency.
Mistake #10: Talking Too Much Without Listening
A major mistake SDRs often make when cold calling is taking too much and not listening to the prospect.
It is crucial to engage in a two-way conversion and show genuine interest to their situation. By dominating the conversation just pitching them, you risk coming off as pushy and you'll fail to understand their pain points.
Actively listening helps build rapport, trust and eases pressure on the prospect to consider your solution.
How to Avoid It:
Use a structured call guide that gives opportunities for prospects to speak, whilst allowing you to control the conversation.
Ask open questions to get prospects to elaborate? "How does that compare to what you're seeing" "We usually see folks face challenges with X, are you doing Y or do you use a different approach?"
A good split to aim for is around 60/40 ratio of you and the prospect talking.
Final Thoughts
Mastering outbound cold calling is no easy feat, but avoiding these common mistakes can drastically improve your results. By focusing on proper research, meaningful conversations, and persistence, SDRs can turn cold calls into valuable opportunities. The key is to prioritize understanding the prospect’s pain points, staying resilient in the face of rejection, and consistently refining your approach. Cold calling is far from dead—it just requires the right mindset and execution. Implement these best practices, and you’ll not only book more meetings but also build lasting relationships that drive long-term success.
