5 psychology concepts for better cold calling
Turn hesitation into conversations
Read time: 5 min
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Today, I’ve got something special for you, a guest post from Tajh Walker.
If you don’t know him yet, Tajh writes the Cold Calling Chronicles and he’s currently a Corporate AE at Salesloft.
Before moving into his AE role, he crushed it as an enterprise SDR: Rookie of the Year in 2024, 140.3% to quota in 2024, and he got promoted in just 9 months. Pretty impressive, especially at a company like Salesloft where most SDRs take 12–24 months to move up in large sales orgs.
His strengths? Cold calling and video prospecting.
He’s been selling for 10+ years across trucking, logistics, real estate, and tech sales. He’s been an entry-level rep, a closer, built millions in pipeline, and closed millions in revenue. So honestly, not surprised at all to see him moving up fast at Salesloft.
His newsletter, Cold Calling Chronicles, is for people who are tired of getting advice from “experts” who haven’t actually picked up a phone in years. If you want real advice from someone still in the trenches, this one’s for you.
Some of the topics he’s covered:
A simple cold call framework that works if you work it: Part 1, and Part 2
2.7x More Meetings Through Science, Not Luck (prospecting in 2025)
I’m a huge fan, especially because cold calling is still the #1 channel for top outbound teams in 2025. So I’m always learning from folks who are doing the real work.
You should definitely subscribe to his newsletter.
Alright, let’s dive into today’s guest post, written by Tajh from Cold Calling Chronicles.
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Cold calling remains a foundational skill of sales outreach, but its effectiveness hinges less on rigid scripts and more on understanding fundamental human psychology.
While sales frameworks and techniques evolve, the psychological principles that influence decision-making remain constant.
At the start of my sales career, I relied heavily on call volume. I figured since I was new and didn’t know much if I called enough people I would eventually land a deal.
It worked, but it was brutal and highly ineffective. This led to burnout, negative thoughts, and stress. I knew there had to be a better way.
It wasn’t until I learned that the best sellers sounded different on the phone and made fewer calls. They responded differently and asked different questions.
They were very intentional with their words and how they sounded.
I didn’t know it then but they understood human psychology and how to use it to connect. Once I discovered this and began to learn it everything changed.
Let's explore 5 useful psychological principles that can transform your cold calling approach and significantly improve your results.
1. Foot-in-the-Door Technique
This principle leverages our natural tendency to maintain consistency in our behavior. When someone agrees to a small request, they become more likely to agree to larger requests later.
In cold calling, instead of immediately asking for a meeting (which feels like a big commitment), start with a minimal ask.
For example:
"Can I steal just 30 seconds to see if this is even relevant to you?"
This tiny request is much easier for prospects to say "yes" to. Once they've granted you those 30 seconds, they've psychologically opened the door to further engagement. Their initial small agreement creates a subtle sense of commitment that makes subsequent larger agreements more likely.
2. Loss Aversion
Research in behavioral economics shows that people feel the pain of loss more intensely than the pleasure of an equivalent gain. We're hardwired to avoid losses more strongly than we're motivated to pursue gains.
When cold calling, highlight what prospects are currently missing rather than what they could gain:
"Right now, you're leaving X% of potential deals on the table."
This framing activates the prospect's loss aversion, creating a psychological urgency to address the gap. The pain of missing out on existing opportunities typically resonates more deeply than hypothetical future benefits.
This is why it’s important to understand the prospect’s specific role expectations and objectives (KPIs, business outcomes, quota, ARR targets, etc.).
3. Mirroring
Mirroring involves subtly echoing someone's language, tone, or behavior, which builds rapport and trust.
We naturally trust people who seem similar to us, and mirroring creates that sense of similarity.
When a prospect offers an objection like "We're already working with someone," instead of countering with your own argument, try mirroring.
"You're already working with someone?" (followed by silence)
The silence is key, it’s difficult because most are uncomfortable with it. I am still working on improving this and getting comfortable with silent pauses.
This simple reflection often prompts prospects to elaborate on their situation, maybe reconsider their stance, or reveal additional information.
The mirroring technique makes them feel heard while giving them space to question their own initial response.
4. Reactance Bias
People instinctively resist when they feel their freedom of choice is threatened. This psychological resistance, known as reactance, makes direct commands or pressure counterproductive in sales.
Instead of telling prospects what they "need" or "should" do, preserve their sense of autonomy.
"You're probably happy with your current process, but some companies in your space have been switching to [solution]."
This approach acknowledges their independence while creating curiosity about what others are doing. Now, instead of resisting your suggestion, they might feel motivated to prove they're forward-thinking or at least to understand why others are making changes.
This is also why I believe a permission-based opener is effective. Asking someone to buy into a cold call gives them the autonomy to say “no”.
5. Confirmation Bias
We tend to seek, interpret, and remember information that confirms our existing beliefs. No surprise there!
You can leverage this natural tendency by aligning your message with what prospects already believe.
Rather than making bold claims that might trigger skepticism.
"Based on what you've shared, it sounds like this might be worth a closer look."
This approach lets prospects reach conclusions themselves, which they're more likely to believe in and act upon. When people feel they've arrived at an idea independently, they are more convinced of it.
The Psychology Advantage
Mastering these psychological principles allows you to move beyond rigid scripts to create more natural, effective conversations. This is a key moment in transitioning from sounding scripted to using a script to guide a conversation.
Prospects can usually smell a script from a mile away. The bold ones may even call you on it!
Understanding how your prospects think improves your call outcomes. It also helps you genuinely address their needs and concerns in a way that resonates on a deeper, human level.
Remember, the most successful cold calls don't feel like sales pitches. They feel like helpful conversations that naturally lead prospects to recognize value and take the next step.
Incorporate and practice these psychological principles into your cold calling strategy. You'll improve your conversion rates and create more meaningful connections with potential clients.
Big thanks again to Tajh for today’s guest post. Always cool to get real insights on what’s actually working out there.
If you found this helpful, definitely check out his newsletter.
If you want to get better at cold calling in 2025, you’ll love it.
What's your current biggest challenge with cold calling?
Let's get cooking!
See you in the next newsletter.
👨🍳 Elric
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Love it, thanks a ton for sharing.