Aug 26, 2026 · 36 min · 11 segments
This week we chat to Nicole Attias. Nicole is a B2B cold-calling specialist and author who runs outbound lead-generation and sales consulting for manufacturing, industrial and other B2B sales teams…
Nicole AttiasGuest
Chris DawsonHost
Leon McKeownHost
Nicole, you know when people approach your organization, for whatever reason, do you ever find that sometimes they have unrealistic expectation of what a cold outreach organization can do?
They're like, "Well, how many calls does it take?" Um, or, "How many appointments can you secure for me?" And I'm like, "Okay, have you done any market research?" "No." So it's, it's, it's a little frustrating that way.
I can give you what those numbers are in particular industries because I've been doing it for so long.
I could tell you it will take one in 10 to one in 15 in the office furniture space, specifically in Canada.
Um, so when a c- when a company says, or an individual comes to me and says, "Well, k- here, I'm gonna give you a list.
Could you make the calls?" Uh, my very first question is, "Do you know what the numbers are? How many calls does it take to get in the door? How many calls does it take to get a meeting?" Um, and, and up to them, it's like, okay, it takes two meetings to close the deal or whatever the ratio is for them, but our job is to get them in.
And they may not have that info, so they may have, like, these crazy expectations.
So I always ground them and say, "Look, do you want us to do, like, a little bit of the market research for you? Do you wanna give us a sample and I can tell you what those numbers are?" Right? Otherwise, it's just crazy.
I, I ask it, o- over in the UK, we're, we're friendly with a number of organizations that do outreach, and we hear horror stories from them as well.
So, so me and Susie, we also do the podcast with, we have our own training organizations.
Nicole, you know when people approach your organization, for whatever reason, do you ever find that sometimes they have unrealistic expectation of what a cold outreach organization can do?
They're like, "Well, how many calls does it take?" Um, or, "How many appointments can you secure for me?" And I'm like, "Okay, have you done any market research?" "No." So it's, it's, it's a little frustrating that way.
I can give you what those numbers are in particular industries because I've been doing it for so long.
I could tell you it will take one in 10 to one in 15 in the office furniture space, specifically in Canada.
Um, so when a c- when a company says, or an individual comes to me and says, "Well, k- here, I'm gonna give you a list.
Could you make the calls?" Uh, my very first question is, "Do you know what the numbers are? How many calls does it take to get in the door? How many calls does it take to get a meeting?" Um, and, and up to them, it's like, okay, it takes two meetings to close the deal or whatever the ratio is for them, but our job is to get them in.
And they may not have that info, so they may have, like, these crazy expectations.
So I always ground them and say, "Look, do you want us to do, like, a little bit of the market research for you? Do you wanna give us a sample and I can tell you what those numbers are?" Right? Otherwise, it's just crazy.
I, I ask it, o- over in the UK, we're, we're friendly with a number of organizations that do outreach, and we hear horror stories from them as well.
So, so me and Susie, we also do the podcast with, we have our own training organizations.
The rest of this transcript — segmented and speaker-labeled, so you land on the exact moment something was said
Search every transcript — by keyword, by phrase, or by meaning, across every show Radar indexes
Trends — what is surging across podcasts, measured against its own baseline
Alerts — when a name you follow appears in a newly indexed episode
No account is needed to search Radar.
