
The Numbers Everyone’s Ignoring
Cold Calling Performance:
Cold Email Performance:
Why E-commerce Giants Are Going Back to Phones
While everyone fights for digital attention, smart e-commerce leaders discovered something counterintuitive: the phone is now the least crowded channel.
Key advantages for e-commerce:
- 57% of executives prefer phone calls over email
- Immediate feedback vs. emails sitting in spam folders
- Real relationships that lead to bigger deals
- Zero algorithm changes
The E-commerce Cold Calling Formula
1. Research Like a Stalker (Legally)
- Check their online store and product lines
- Use, for example – BuiltWith to see their tech stack
- Look for growth signals: hiring, funding, expansion news
- Find pain points in customer reviews
2. Lead With Value, Not Pitch
Wrong: “Hi, we help e-commerce businesses grow…” Right: “Hi John, I noticed your checkout abandonment might be higher than the 68% industry average. I work with similar businesses to reduce that by 23%. Got 2 minutes?
3. The 5-Touch Sequence That Works
- Call 1: Introduction + specific store observation
- Email: Value-add content (industry report, tool recommendation)
- Call 2: Solution mention with case study
- LinkedIn: Connect with relevant content share
- Call 3: Final attempt with limited-time offer
Best Times to Call E-commerce Decision Makers
Time Period | Effectiveness | Reason |
---|---|---|
Tuesday-Thursday: 10-11 AM | ✅ Best | Mid-week focus, post-coffee productivity |
Tuesday-Thursday: 2-4 PM | ✅ Best | After lunch, before end-of-day rush |
Monday mornings | ❌ Avoid | Order processing, week planning |
Friday afternoons | ❌ Avoid | Weekend mode, mental checkout |
Post-holiday periods | ✅ Excellent | Budget planning, fresh priorities |
The Script That Converts
Opening (15 seconds)
“Hi [Name], I’m calling because I noticed [specific observation about their store]. I work with e-commerce brands like [similar client] to [specific benefit]. Do you have 2 minutes?”
Value bridge
“Most businesses in [their category] struggle with [specific challenge]. We’ve helped similar companies increase [metric] by [percentage]. Would it make sense to explore this for your business?”
Close
“I don’t want to pitch over the phone – every business is different. How about 15 minutes next week so I can show you what worked for [similar client]?”
What Mistakes Are Killing Your Cold Calling Results?
❌ Generic pitches: “We help e-commerce grow” ✅ Specific value: “We help similar businesses reduce cart abandonment by 23%”
❌ Wrong timing: Calling during Black Friday prep ✅ Smart timing: January and August planning periods
❌ Single attempts: One call and done ✅ Persistence: Multiple touches with value
The Bottom Line
While everyone’s fighting for digital attention, the phone is wide open. E-commerce brands using cold calling are seeing conversion rates up to 14x higher than email marketing.
The key isn’t choosing between digital and voice, it’s strategic integration. Use digital for awareness and cold calling for high-value conversations that close deals.
Ready to test this?
Pick your 20 best-fit prospects this week. Research them thoroughly, lead with value, and track your results.
In an industry obsessed with automation, the personal touch of a well-researched phone call remains your biggest competitive advantage.