CARLSBAD, Calif. - Human-to-human cold calling ranks as the second most effective method for reaching new prospects, behind only client referrals, according to new research from ValueSelling Associates released September 1, 2026. The study found cold calls are six times more effective than AI-assisted personalized email outreach, yet 39% of sellers fear picking up the phone and 46% of sales leaders say their reps give up too easily when cold calling.
The survey of 153 sales leaders and representatives, conducted with Selling Power, revisits questions from a similar 2018 study to measure the real impact of years of aggressive sales tech adoption. The findings reveal a persistent gap: human-led tactics continue to outperform automated approaches, even as AI becomes embedded in sales workflows.
What actually earns time on a decision-maker's calendar
The top seven methods for reaching new prospects show a clear preference for direct human contact. Client referrals lead at 74%, followed by cold calls from sales reps at 47%. LinkedIn and social selling came in at 40%, conferences and trade shows at 30%, and partner introductions at 26%. Email outreach campaigns landed at 24%. AI-assisted personalized email outreach ranked last at just 8%.
"In the age of AI, a human voice on the phone remains one of the most effective ways to reach new prospects," said Julie Thomas, President and CEO of ValueSelling Associates. "Our research found that salespeople rate every human-led tactic above every automated one."
The 2018 comparison underscores how little has changed. Eight years ago, client referrals sat at 77% and cold calls at 46%. In 2026, those numbers are 74% and 47% - statistically flat despite the billions poured into sales technology in the interim.
Fear and skill gaps, not technology, hold sellers back
The psychological barriers to cold calling remain stubbornly intact. In 2018, 53% of sales leaders said their reps gave up too easily when cold calling and 48% were afraid to pick up the phone. The 2026 figures show some improvement - 46% and 39% respectively - but the pattern persists. Handling objections was cited by 40% of leaders as the primary barrier.
Sales leaders give their teams mediocre marks on cold calling execution. Only 19% rate their reps as "excellent" or "very good." Another 31% say "good," while half rate their teams as "fair" or "poor." Thomas frames the problem directly: "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."
Where AI fits in the sales workflow
Sales professionals are using AI tools extensively for support tasks. According to the research, 55% use AI to draft prospecting emails, 55% to research prospects, 46% to personalize outreach, and 43% to build call-prep notes. But AI is not being used to prepare reps for the conversation itself - a missed opportunity, the researchers suggest, given the persistent skills gap in live selling. For sales representatives looking to close this gap, an AI Learning Path for Sales Representatives can help integrate AI into lead qualification and prospecting workflows without replacing the human element that buyers respond to.
The data points to a mismatch between where AI is deployed and where it could deliver value. While AI drafts emails that rank dead last in effectiveness, it could instead be used to coach reps on objection handling and call preparation - the very areas where sellers struggle most.
Why this matters for sales professionals
The research confirms that cold calling works, but most sellers are not good at it. The fix is not another technology tool layered on top of a shaky foundation. It is deliberate skill-building - learning to handle objections, manage call anxiety, and sustain the discipline of phone outreach. AI can support that work, but only if teams shift it from drafting ignored emails to preparing for live conversations. Sales professionals who invest in AI for Sales training can learn to use these tools as conversation coaches rather than email generators, addressing the real bottleneck in their outreach.
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