Apple’s latest iOS 18 announcement has cold callers and telemarketers pausing mid-dial.
The new AI-powered Call Screening feature, which transcribes incoming calls in real time and lets the recipient decide whether to answer, is about to make those first few seconds of contact more critical than ever.
Watch the announcement here: https://www.youtube.com/shorts/d68t2IUXAF4
If you rely on outbound sales to drive your pipeline, you might be wondering: Is this the end of cold calling as we know it?
Not quite. But it is the end of lazy cold calling.
Welcome to the era of the AI gatekeeper
This update isn’t just another spam filter. It’s intelligent. It reads your intro, assesses its relevance and tone, and prompts the recipient to answer (or not). That means your first sentence is no longer just for the prospect, it’s also for the algorithm.
And if your opening sounds like another generic sales script, you’ve already lost the opportunity.
The good news?
The AI isn’t the real obstacle. Relevance is.If your intro is insightful, thoughtful, or unexpected, it might just be compelling enough to cut through, both to the algorithm and the human behind it.
Here’s how to make that happen.
1. Start with insight, not a pitch
If your opener sounds like, “Hi, I’m calling from XYZ to tell you about our new solution…” the call may never make it past the screening.
Try instead:
“Hi John, I noticed your team recently expanded operations. Curious if that’s created any sales strain?”
Or:
“Hi Sarah, saw your recent article on team growth. I have a question on that if you’ve got 30 seconds.”
That’s not a sales pitch. That’s relevance. And relevance gets through.
2. Lead with curiosity, not assumption
If you jump into selling mode too fast, the AI will pick it up. And so will the prospect.
Instead, try leading with a question that resonates:
“Are you still finding decision-making slower than usual this year?”
“Have you found a way to keep your sales team performing with all the recent market uncertainty?”
These questions trigger curiosity and open space for dialogue.
3. Research isn’t optional anymore
To stand out, you’ll need to do your homework.
Check their company blog, LinkedIn updates, recent press releases – anything that shows you’re not just calling from a list.
If you can reference something specific in the opening line, you move from stranger to someone worth listening to.
4. Consider your tone – the AI is listening
It’s not just what you say, but how you say it. The new wave of AI call screening tools is designed to pick up tone, pace, and keywords that suggest value vs. spam.
Warm, confident, and conversational will beat robotic and rehearsed every time.
What this all really means for sales
Cold calling isn’t dead. But it is evolving. Where once you had 30 seconds to make an impression, now it’s closer to 5.
This isn’t a threat. It’s a filter. It weeds out the noise and makes space for real, relevant, human connection.
The challenge now is not just to call, it’s to be worth picking up.
Final thought
The sales teams that win in this new landscape won’t be the ones who shout louder. They’ll be the ones who understand better, personalise faster, and speak more human.
If you’re ready to rethink how you connect with your audience, whether through cold calls or warm conversations, we can help.
Get in touch to speak to one of our Fractional Sales Directors about sales strategy, messaging, and performance.
