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This article is based on a conversation between Brad Bialy and Dan Fisher on Take the Stage, a podcast/vodcast presented by Haley Marketing. For this episode and others search for “Secrets of Staffing Success” on your preferred podcast player or watch past episodes on YouTube.
Cold calling hasn’t kept up with the times. And it’s hurting your sales.
In many staffing firms, the cold call is treated like an outdated ritual: churn through a list, get 10 meetings, repeat. But here’s the big problem …
Buyers don’t want to be sold to that way anymore.
According to Dan Fisher, founder of Menemsha Group, staffing is stuck in the 1980s while other industries—like SaaS—have dramatically evolved. “We’re still applying sales practices we were doing when I got into the industry in the mid-90s,” says Fisher. “And that’s actually one of the reasons I got into training.”
The biggest issue? Few staffing firms have sales leaders who can model what a good cold call looks like. As a result, reps default to outdated, ineffective techniques. Calls feel like ambushes, not opportunities. And buyers tune out fast.
The Real Cost of Staying Stuck
Let’s be blunt: most staffing firms aren’t growing past $10 million in revenue. Fisher points out that 80–90% of their revenue often comes from just one or two key clients. That’s a recipe for disaster.
Why the ceiling? Because many firms never build a scalable, repeatable sales process for outbound prospecting. They rely on owner relationships and warm handoffs, not scalable systems.
What Needs to Change?
It’s not just about hiring more salespeople or buying another lead list. It’s about:
- Training reps in modern cold-calling approaches
- Practicing through role play and call reviews
- Building a scalable process based on real data
- Using A/B testing to refine what works
Modern buyers want to be heard, not pitched. They want insight, not interruption. If you want to stand out, your cold call must feel like a value-add conversation, not a desperation dial.
Stop Hoping. Start Coaching.
One of the most striking moments in the podcast comes when Fisher says, “I’ve worked with salespeople in the industry for 10+ years, and some of them still sound like it’s their first cold call.” That’s not a talent problem. That’s a huge a coaching problem.
Even a subpar script can be refined over time. But you need a foundation. You need practice. You need structure.
TL;DR: Cold Calls Aren’t Dead. But Yours Might Be.
To move forward, you must first admit that your old playbook is broken. The modern cold call isn’t about control. It’s about curiosity, empathy, and disarming the buyer. “The one person who hates cold calls more than the sales rep,” says Fisher, “is the buyer.”
Let’s make it better—for both sides.
Want Better Cold Calls?
Listen to all of the advice on this important episode of Take the Stage featuring Brad Bialy and Dan Fisher of Menemsha Group on YouTube:
https://www.youtube.com/watch?v=-kyqf51L1PQ
The post Why Cold Calling in Staffing Is Broken. And How to Fix It. appeared first on Haley Marketing Group.
