Automation vs Cold Calling: Which Is Better for Sales Growth?

In a world where technology promises to do everything “faster and smarter,” the debate between sales automation and traditional cold calling is more relevant than ever.

Should you focus on building automated funnels, workflows and email sequences? Or is there still room (and ROI) in good old-fashioned picking up the phone?

The answer isn’t black and white. Both approaches have merit — and the real power comes when they work together.

Let’s explore the pros and cons of each — and how The Ultimate Sales Machine by Chet Holmes offers timeless advice that bridges the gap between the two.

The Case for Automation

Sales automation has transformed how businesses manage leads and engage prospects. Platforms like HighLevel allow businesses to automate everything from email nurture sequences to appointment scheduling, even AI-driven phone answering.

Pros of Automation:

• Scalability – One well-built system can nurture thousands of leads simultaneously.

• Consistency – Your best message goes out every time, without variation.

• Efficiency – Automations run 24/7, saving time and reducing manual workload.

• Data & Tracking – Measure what’s working and continuously improve.

Cons of Automation:

• Impersonal if done poorly – Robotic messaging can hurt engagement.

• Low response rates if not well-targeted – Generic messaging often gets ignored.

• Takes time to set up properly – Good automation requires strategic thinking.

The Case for Cold Calling

Cold calling may feel outdated, but when done correctly, it still produces results — especially for high-value B2B sales or reaching niche markets. Chet Holmes didn’t shy away from outbound calls. In fact, he encouraged them when used strategically.

Pros of Cold Calling:

• Direct human connection – Real-time conversations build trust quickly.

• Immediate feedback – You learn what resonates and what doesn’t right away.

• Perfect for targeting key accounts – Holmes’s “Dream 100” is built around personal outreach to your top prospects.

Cons of Cold Calling:

• Time-consuming – One call at a time limits scale.

• High rejection rate – Many calls don’t make it past gatekeepers.

• Challenging to stay consistent – It requires training, resilience and motivation.

What Chet Holmes Would Say

In The Ultimate Sales Machine, Holmes stresses the importance of "pigheaded discipline and determination." He doesn’t dismiss cold calling — far from it. But he advocates for it being part of a system, not a stand-alone activity.

One of his most powerful concepts is the Dream 100 — a focused list of your highest-value potential clients. You pursue them relentlessly with a combination of outreach, value-driven follow-up, and educational content.

The Dream 100 strategy works best when cold calls are supported by well-timed emails, direct mail, retargeting, and follow-up automation. Holmes believed in leverage — and that's exactly what automation offers.

So Which Should You Use?

Use automation to qualify at scale. Use cold calling to convert with connection.

The most effective businesses don’t choose one or the other. They build a system that combines the two:

• Automated funnels to educate and warm leads

• Timely outbound calls to the most engaged prospects

• AI tools like VoiceAI to answer inbound calls or pre-qualify leads

• Automated reminders and nurture for long-term follow-up

When set up correctly, automation warms up the opportunity — and the call closes the deal.

Final Thoughts

It’s not a matter of automation versus cold calling.

It’s about using both, together, to qualify better and convert more efficiently.

As Chet Holmes teaches, success comes from discipline, consistency, and smart systems — not shortcuts. Cold calls still have a place, but not without a plan. Automation is powerful, but only when used strategically.

The real magic happens when both are working in harmony — giving you scale, speed, and human connection.

And that’s exactly where HighLevel comes in.

HighLevel offers Voice AI, a tool that can be trained to act as your very own sales assistant — answering calls, handling objections, booking appointments and more.

Combined with HighLevel’s powerful automations, you can follow up with leads consistently and effectively — without relying on memory or motivation.

All you need is the strategy.
And that’s where the MarketerM8 team comes in. We help you design and implement the systems that turn automation and cold outreach into a reliable, scalable sales machine.

Click here to book a free discovery call and let’s get to work.