When the Phone Doesn’t Ring: How to Sell Like a Sniper (Not a Shotgun)

July 28, 2025•7 min read

“The phone’s not ringing. Emails are going unopened. No one’s answering. This isn’t working.”

Ever been there?

That was Jack’s message to me last week. He’s got an incredible product. A real game-changer. A farm equipment attachment that’s saving him $15,000 a year — and it only costs $1,500.

But despite all that, the early sales campaign was rough. Brutal, even.

No one picking up the phone. No one opening emails. No traction. No momentum.

Jack needed a dose of reality. And a fresh plan. So we got real. Here’s what we uncovered — and what every small business owner needs to hear if you’re facing rejection, frustration, and deafening silence.

Let’s Be Clear: Selling Is Hard at the Start

This is where most people give up.

They send a few emails. They make a couple of calls. No one answers. They declare the product launch a failure and start dreaming up their next big idea.

But Jack’s not most people.

He reached out instead. He asked for advice. He knew this was a long game, but he needed to hear the truth.

So I gave it to him straight:

“It takes 3–6 months to build a solid sales funnel. Not 3–6 days.”

The Real Problem: Not Enough Shots at Goal

Let’s get down to numbers. Jack was making 5–6 calls per day. Pretty consistent. The problem? He was only calling each contact once. Maybe twice. Occasionally three times.

And then stopping.

Not good enough.

Here’s what I told him:

“Sometimes it takes me 5, 10, even 20 phone calls to get through to a potential client. That’s just the game. This is sales. If you’re giving up after two or three dials, you’re not in the game. You’re barely even warming up.”

Let me be absolutely clear for anyone reading this:

If your phone strategy is to call each contact once and then sit back and wait for the universe to reward you… you’re already losing.

Success in sales belongs to the relentlessly persistent.

Shotgun vs Sniper Rifle

Most businesses use the shotgun approach to marketing and sales.

They spray and pray.

“Let’s boost some Facebook posts.”
“Let’s run a Google ad.”
“Let’s sponsor an event.”

None of these are wrong in isolation. But when they’re your Plan A, you’re in trouble.

Here’s what I teach instead:

Become a sniper.

Identify your warmest targets — the people who will benefit most from your product — and hit them again and again until you get through.

Personal. Precise. Persistent.

This is how you build a real sales funnel without wasting thousands on ads that don’t convert.

What You Need to Know About Cold Calling

Let’s clear up a few lies about outbound calls:

Lie #1: If they don’t pick up, they’re not interested. Wrong. People are busy. They miss calls. They screen unknown numbers. They forget to call back. You need to keep showing up.

Lie #2: If I leave a voicemail, that’s enough. Nope. You might need to leave ten voicemails before you get a call back. And each one should be different. Add energy. Add humour. Add urgency.

Lie #3: I’m being annoying. False. You’re being helpful. If your product solves a real problem (like Jack’s does), then it’s your duty to get it into people’s hands.

“Bob, it’s Jack again — voicemail number eight! I’m not giving up on you because this attachment saved me $15K and I want you to have the same edge. Call me back — let’s talk about how we can make this happen.”

That’s not annoying. That’s selling with belief.

The Pivot: What to Do When Plan A Isn’t Working

Now, sometimes the sniper approach needs reinforcements. So here’s how we think about it:

Plan A – Outbound phone calls Plan B – Leverage partnerships Plan C – Face-to-face demos

Let’s unpack each one.

PLAN A: Double (or Triple) the Dials

The fastest way to fix a broken funnel? More calls.

If you’re making five calls a day, make ten. If you’re making ten, make twenty.

More attempts = more chances = more momentum.

This is the only way to build pipeline early on. You cannot wait around. You cannot play it safe. You have to be willing to take more shots than anyone else in your industry.

PLAN B: Strategic Partnerships

If your list is cold and your region is remote (like Jack’s in Wyoming), think bigger.

Who already has your ideal customers?

Consultants
Resellers
Coaches
Distributors
Industry trainers

Reach out to them and say:

“Hey, I’ve got a tool that could genuinely help your clients save thousands. I’d love to give you a demo. If you like it, maybe we collaborate.”

You’re not asking them to sell for you. You’re offering them a win-win.

Find 10 of these potential partners and hit them with just as much persistence as your main list.

PLAN C: The Roadshow (Hold Off… For Now)

Jack was tempted to hit the road.

And I get it — he loves face-to-face. That’s how he built his previous business.

But here’s the truth: in-person selling is expensive. Especially when your nearest customer is four hours away.

We’ll get to the roadshow later, once we’ve squeezed every drop of potential out of the phone and partnership strategies.

Bonus Strategy: The Mail Campaign (Old School, High Impact)

Here’s an idea most businesses haven’t considered in 10 years… which is exactly why it works:

Snail mail.

Not boring brochures. Not templated flyers.

I’m talking about hand-addressed, brightly coloured envelopes with something intriguing inside.

Here’s the play:

Bright pink or yellow envelope
Your photo on the front (“Crazy Inventor Inside!”)
Inside: a simple letter and a limited-time voucher “$250 OFF — If You Call Me Within 7 Days and Quote Code: FARM250”

This cuts through the noise. It stands out. It shows you’re creative, personal, and serious about solving their problems.

And for a tight list of 100 ideal customers? It’s absolutely worth the effort.

What to Do Right Now (If You’re in Jack’s Shoes)

If you’re reading this and thinking, “That’s me — this is exactly where I’m at,” then here’s your action list:

1. Quick-Action Checklist

☐ Double or triple your outbound call volume starting TODAY
☐ Call every number on your list every week until you get through
☐ Leave unique, punchy voicemails each time — don’t be boring
☐ Start building a partner list (consultants, coaches, resellers)
☐ Draft your first mailer campaign — crazy envelope, photo, voucher
☐ Ask for mobile numbers and emails every time you get through

2. Step-by-Step Exercises

A. Review Your Call List

How many total contacts do you have?
How many have you actually tried more than once?
How many times have you called each?

B. Write 5 Voicemail Scripts

Keep them short, personal, and energetic
Make each one different — add humour or urgency
Practice them out loud and record yourself

C. Build a Dream 10 Partner List

Find 10 people who already have access to your ideal customers
Draft a short pitch message explaining the benefit of your product and how it can help their clients
Follow up consistently — treat it like a sales funnel