What’s a Book of Business Got to do with Picking Up the Phone?

The idea of picking up the phone to drive leads may feel outdated in today’s digital-first world. But outbound calling remains a powerful strategy for building and growing a strong book of business—especially in competitive industries like insurance and B2B services.

At MarketReach, we’ve helped clients revitalize their pipelines with effective calling campaigns. Here’s why outbound calling works in 2025 and how you can use it to create meaningful connections that grow your revenue.

Outbound Calling in 2025: Still Relevant, Still Effective

It’s easy to assume cold calling is dead, but the data suggests otherwise. A recent Rain Group study found 82% of buyers are willing to accept meetings with sellers who proactively reach out—if the call provides value.

With decision-makers busier than ever, a well-timed, thoughtful call cuts through the noise and positions you as a problem-solver, not just another email in their inbox.

At the Professional Insurance Agents’ (PIA) annual conference, Amanda spoke with seasoned producers who credited outbound calling as a key factor in building their early books of business—proof that phones still open doors.

Why Outbound Calling Outperforms Passive Prospecting

Outbound calling allows you to:

• Engage directly with decision-makers who don’t respond to emails.
• Uncover hidden pain points through real-time conversations.
• Accelerate relationship-building with your personal voice and tone.

Unlike digital ads or SEO, which require prospects to find you, outbound calls proactively introduce your value to high-potential accounts.

Strategy First: Know Your “Why”

Before picking up the phone, clarify your reason for calling. If you can’t articulate how you’ll add value or solve a prospect’s problem, hold off.

Tip: Develop a strong value proposition. Instead of saying, “I’d like to introduce my agency,” try:
“I help manufacturing firms reduce liability premiums by identifying coverage gaps most brokers overlook. Would it be worth 15 minutes to explore your current plan?”

When your purpose resonates, your tone will too—and prospects will sense your confidence and credibility.

Engage With Intelligent Questions

The best outbound calls aren’t monologues—they’re conversations. Start with open-ended, role-specific questions that uncover pain points.

Examples:

• “How satisfied are you with your current broker’s responsiveness?”
• “What challenges do you face during renewal periods?”
• “Have you explored options for reducing premium volatility year-over-year?”

Active listening here allows you to tailor your pitch and align your solutions to their needs.

Just Do It: Build Consistency Into Your Routine

Even with the right strategy and scripts, results require commitment. Amanda has observed that producers who schedule regular call blocks—just 2–3 hours per week—consistently grow their books faster than those who sporadically dial.

Here’s how to make it manageable:

• Use tools like prospect list management to target ideal clients.
• Set weekly goals for outreach and follow-up.
• Leverage CRM reminders and calendar integrations to stay consistent.

Layer Outbound Calling With Multi-Channel Marketing

Outbound calling isn’t a solo act in 2025. The most effective producers combine phone outreach with:

• LinkedIn connections to warm up leads before calling.
• Email marketing to nurture interest between touches.
• Blog content and webinars that position you as an industry thought leader.

This multi-channel approach increases touchpoints and improves appointment conversion rates.

Outbound Calling Success Stories

Amanda has seen agencies transition from no structured outreach to six-figure premium accounts within six months, simply by adding disciplined outbound calling to their strategy.

One agency in particular built a 30% larger book of business after integrating cold calls with a value-first approach and MarketReach’s appointment setting services.

Final Thoughts: Outbound Calling Is Smart Marketing

Outbound calling is not “old-fashioned”—it’s a direct, human way to start business conversations in an era where inboxes are saturated and algorithms constantly shift.

By pairing smart strategy with persistence and multi-channel tactics, you can turn your phone into a tool for building trust, setting appointments, and growing your book of business faster.

If time is holding you back, let MarketReach help. Schedule a consultation today to learn how our team can deliver qualified appointments that drive real growth.