Cohort 1 Sold out Cohort 2 starts June 22 · 10 seats
Cohort 2 · Starts June 22 · 10 seats

Cold calls that book more meetings. In 4 weeks.

The cold call system that sold out Cohort 1. Built for B2B SDRs, BDRs, and AEs serious about the phones.

Book a Strategy Call

Cold calling isn't broken. Most reps just don't have a system.

The reps who do book 3–5× more meetings than the reps who improvise.

Luke Ross
Meet Luke

Former Head of Sales → Cold Call Coach.

I went from BDR to Head of Sales in under 3 years, running a 20-rep team before turning 24. In that time I made 50,000+ cold calls and closed $2M+ in B2B revenue, averaging 195% of quota as an individual contributor for 18 months. Then I moved into management and built a team that ran the same system. Now I teach that same system to a small group of B2B reps, four weeks at a time.

Luke Ross · Founder, Modern Seller
50,000+ Cold calls made
$2M+ B2B revenue closed
195% Average quota · 18 months
The system

The Modern Seller System.

Four phases of every cold call.

Phase 1

Playbook.

Walk out with the playbook your manager couldn't give you. Built around your actual buyer in week one.

Phase 2

Open.

Survive the first 8 seconds.

Phase 3

Handle.

Turn "not interested" into a real conversation. Disarm the objections that kill 90% of cold calls before they start.

Phase 4

Discover.

Ask the questions that book the meeting.

Reps who run this system book 3–5× more meetings in their first month.

Curriculum

8 sessions. 4 weeks. Live.

Two 60-minute live sessions a week. Every session recorded, yours forever.

Week 1 Prep

Build your playbook and opener.

S1

Build your buyer-specific playbook with the Pre-Call Research workflow.

S2

Cold openers that survive the first 8 seconds.

Week 2 On the call

Take control of the call.

S3

Tonality. Sound like someone they want to talk to.

S4

Handle the objections that kill most cold calls.

Week 3 Close the call

Book the meeting on the first call.

S5

Ask the questions that move from "who is this" to "I'm interested."

S6

Lock the meeting on the call. Get them to commit before they hang up.

Week 4 After the call

Make them show up. Audit your real calls.

S7

Follow-up that gets them to actually show up.

S8

Tying it all together so you keep booking meetings long after the cohort ends.

By the end of Week 4, you walk out with a buyer-specific playbook, two AI tools you keep forever, and a system you'll run for the next decade of your career.

Results

Reps who ran the system.

Different reps. Different markets. The same system.

Anna Romano
Anna Romano
BDR · Generis
I worked on the same sales floor as Luke for a year. He was the most consistent booker in the room. I wasn't a bad rep, but I wasn't crushing it either. Some months I hit quota, others I didn't. After watching what Luke was doing, I stopped running my own playbook and started running his. His openers, his research process, the way he handled objections without sounding like a script. The month I ran his system end to end, I hit 236% of quota. The guys who stuck with the old approach didn't come close.
✦ 236% of quota in a single month
Jaswinder Chhibber
Jaswinder Chhibber
Sales Consultant · Paychex
I've been in sales my whole career, including three years as a Senior AE at Uber. Even so, I wasn't converting on cold calls the way I expected to. From December until I started Luke's method, I had ~20 opportunities with 1 closed. A 5% rate. Since applying his approach, I've added 8–10 more, closed 2 already, with another looking promising. Close rate closer to 20%+. More importantly, the quality of opportunities has improved.
✦ Close rate 5% → 20%+ in 2 weeks
Noah Johnson
Noah Johnson
SDR · Docusign
Before working with Luke, I was constantly struggling to build rapport. Prospects would shut down within the first 30 seconds. I dreaded picking up the phone. After one month of his techniques, I haven't missed quota since and I'm now consistently hitting over 125%. Genuine, natural, and incredibly effective. If you're serious about cold calling, Luke is the real deal.
✦ 125%+ of quota, every month since
Eoghan Murphy
Eoghan Murphy
SDR · Perk
I was 3 weeks into my first SDR job. Zero meetings booked. I couldn't get past the first 10 seconds of any call. One session with Luke and everything I thought I knew about opening a call went out the window. He rewrote my opener around my actual buyer, built me an AI research workflow, and ran me through live role-plays until my voice stopped shaking. Next morning, third or fourth dial, the guy actually stayed on the line. First meeting I'd ever booked.
✦ First meeting booked, day after session one
Luke Skinner
Luke Skinner
SDR · Trustmarque
I approached Luke on LinkedIn after following his content for a while. He's understanding and patient, but he holds you to a level of accountability that pushes you to actually improve. He checks in almost daily to see how the messaging is landing with prospects. No smoke, no mirrors. Just frameworks and methods that get results. I asked Luke for help to become the top performer on my team. One month in and I'm on track. Don't hold back if you're on the fence. You won't regret it.
✦ 30 days in. On track for top performer
Jack Bradshaw
Jack Bradshaw
SDR · Deel
If you're serious about improving your sales game, Luke is the coach you want in your corner. I've worked with him on everything from objection handling and tonality to overall strategy, and the growth in my own career has been awesome. He has a way of breaking things down that just clicks. 10/10 — can't recommend enough!
✦ 10/10 — can't recommend enough

This is for you if…

  • You're a B2B SDR, BDR, AE, or recruiter on the phones. SaaS, AI, cyber, medical devices, manufacturing, staffing — the system flexes to your buyer. If your job depends on outbound dialing, this is built for you.
  • You're tired of improvising. You've been winging cold calls, copying scripts off LinkedIn, or running whatever your manager handed you. You want a real system that's yours, not a recycled template.
  • You want to be the top rep on your team, not just hit quota. You're done with average. If you'd rather book 3–5× more meetings than the rep next to you, this is where you build the playbook to do it.

This is not for you if…

  • ✕Your role doesn't involve cold calling. The system is built around real cold dials. If your pipeline is inbound or referrals only, this won't apply.
  • ✕You can't commit two live sessions a week. Live drills. Hot-seat reviews. Recordings graded line by line. The reps who book the most are the ones in the room every week. Lurkers waste the seat.
  • ✕You take feedback personally. Openers get rewritten on the call. Tone, pacing, and questions get graded out loud. If you fight every note, you'll fight the work.
Cohort 2 · June 22 · 10 seats

Cohort 2 starts June 22. 10 seats.
Book your strategy call.

15 minutes. I'll ask about your numbers and what you're selling. You leave with a clear yes or no.

Cohort 2 10 seats · first come, first served
Loading calendar…
Questions

The things most people ask.

What's the time commitment per week?
Two 60-minute live sessions plus about 60 minutes of async work — call audits, playbook customisation, or a Slack exchange. Most reps spend 2–3 hours total per week. The system is designed to save you more time on the phones than it costs to learn.
What AI tools are included and how do they fit into the system?
Two AI tools that augment the live coaching, not replace it. Pre-Call Research compresses 30 minutes of LinkedIn rabbit-holing into 90 seconds and outputs a custom opener and discovery hook for any prospect. Call Audit gives instant feedback on tone and pacing on every recorded call you submit. The real coaching happens live — Luke and the team review your actual calls line-by-line every week, with the AI tools making the feedback faster and the patterns easier to spot. You keep both tools forever.
What if I miss a live session?
Every session is recorded and yours to keep forever. Opener reviews, objection drills, playbook builds — all of it. Watch on your schedule, rewatch before a big call.
Is this for SDRs, BDRs, or AEs?
All three. If your job depends on the phones — opening a meeting, qualifying it, or running it through close — this is for you. The frameworks scale to where you sit in the funnel.
What makes this different from other cold call training?
Most training hands you scripts and wishes you luck. This builds your playbook around your buyer, tests it live with real role-plays, and audits your actual recordings. You leave with something working, not a PDF you'll never open again.
What happens after the cohort ends?
You walk away with the entire system — the playbook built around your buyer, every session recording, and both AI tools (Pre-Call Research and Call Audit). It's yours to keep running and yours to keep booking meetings with, long after the 4 weeks are over. The cohort ends. The system doesn't.
When does Cohort 2 start?
June 22. Runs 4 weeks. 10 seats. Cohort 1 sold out — Cohort 2 will too.