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.

Built around your buyer. Not a template.

Phase 2

Open.

Survive the first 8 seconds.

Phase 3

Handle.

Disarm the objections that kill most calls.

Phase 4

Discover.

Ask the questions that book the meeting.

Curriculum

8 sessions. 4 weeks. Live.

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

Week 1

Build your playbook.

S1

Build a buyer-specific playbook.

S2

Cold openers that survive the first 8 seconds.

Week 2

Handle the top objections live.

S3

The top objection patterns and live drills.

S4

Advanced objection handling with AI-augmented practice.

Week 3

Book the meeting on the first call.

S5

Discovery questions that lead to meetings.

S6

Lock the calendar without pitching.

Week 4

Audit your real calls.

S7

Pre-Call Research Tool — turn 90 seconds of prep into a custom opener and discovery hook.

S8

Call Audit Tool — submit a real call, get graded on tone, pacing, and objection handling.

Results

Reps who ran the system.

Different reps. Different markets. The same system.

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
Joining this cohort was the best thing I could have done as a new SDR. From openers to objection handling and closing, I feel more confident controlling the call and booking more meetings. I went from my first month of no meetings to 4 meetings in a week on my third week of the cohort. Massive thanks to Luke and the team who clearly want everyone in the cohort to succeed — and you can see this in the results.
✦ 0 meetings → 4 in a single week, by week 3
Mariia Siroshtan
Mariia Siroshtan
SDR · Wingmate
Before starting the accelerator, I struggled with filler words, rushing through calls, and didn't have a clear structure to lean on. Since we started working together I've become noticeably more confident — my calls are more organized, I'm slowing down, and I've learned the research skills it takes to hold a conversation. I now understand how to ask better discovery questions and lean into pain points. The results speak for themselves — in just two weeks I'm booking 30% more meetings and getting more demos on the board.
✦ 30% more meetings in 2 weeks
More from the cohort
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
Anna Romano
Anna Romano
BDR · Generis

I wasn’t a bad rep, but I wasn’t crushing it. Some months I hit quota, others I didn’t. I stopped running my own playbook and started running Luke’s — 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
Benjamin Benabou
Benjamin Benabou
SDR · Subscribfy

What stood out wasn’t the curriculum, it was the access. I could send Luke and his team every single call recording and get real, specific feedback on what I was doing wrong, run live roleplay cold calls to drill it, and reach out with questions between sessions and actually get answers. The course is genuinely good and well-structured, but it’s that constant feedback loop that changed how I sound on the phone. If you’re serious about cold calling, this is the real thing.

✦ Feedback loop that changed how I sound
Liam Kennedy
Liam Kennedy
Account Executive · Leecare

After years in sales you do pick up bad habits, and the conversations with Luke & his team helped me recalibrate a few things. A big one for me has been cold call length. I used to slip into running a mini discovery when someone showed interest, rather than just booking the call. Luke’s nudge to cut to the chase and get out has been valuable, especially for me as an AE running the full sales cycle, where cold calling blocks are already more limited than they’d be for a dedicated SDR.

✦ Recalibrated after years of bad habits
Dennis Baklan
Dennis Baklan
BDR · Rockwell Automation

I’ve been a BDR for a while and wasn’t looking for a fundamentals course — just a skills refresh. But this delivered more than that. You have 30 seconds to connect with a prospect or they hang up, and this course sharpens exactly that. I knew about permission-based openers conceptually, but Luke showed how to use them in a way that actually builds rapport rather than sounding like a robot reading off a script. I got enough reps in that I felt genuinely comfortable on outbound again — not just going through the motions. Whether you’re brand new or a seasoned rep who’s picked up some bad habits, I’d wholeheartedly recommend this one.

✦ Comfortable on outbound again
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
Jeff Olsen
Jeff Olsen
Account Executive · Xerox

Luke & his team are experienced coaches with a lot of first-hand experience to draw from — that was evident throughout. The cohort was what I needed to get back in the groove and on track. I needed some constructive criticism and reps, and got that and more. A great group of like-minded individuals that made the whole experience genuinely valuable.

✦ Back in the groove and on track
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
Matthew Tsonos
Matthew Tsonos
BDR · WorkJam

They genuinely care about your success and truly go the extra mile. They provide personalized 1-on-1 training to each person in the group, while still making it feel like a team. Before the training, I was scattered and unsure with my prospecting and cold calling approach. After the training, I’m confident I have the skills and tools to succeed, as well as a clear path moving forward.

✦ Confident, with a clear path forward
Jeff Habib
Jeff Habib
SDR · ToughLeaf

Before the cohort, I was sending generic outreach and hoping for the best. There was no clear process, no real confidence. That changed fast. The framework, the mindset, and most importantly being surrounded by a group of driven SDRs going through the same journey gave me a level of confidence I couldn’t have built alone. Now I’m running targeted, research-driven outreach and having real conversations with decision-makers every day. If you’re on the fence, don’t leave. This is the real deal.

✦ Real conversations with decision-makers, every day

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
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Questions

The things most people ask.

What's the time commitment per week?
Two live sessions per week plus async work between sessions — call audits and playbook refinement. Most reps spend 3–4 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, both built in-house for cold callers specifically. 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 takes a recording of a real call and grades you on tone, pacing, and objection handling the way a senior sales manager would. You learn both in Week 4 and keep them forever. Most reps run blind on calls. You won't.
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). You're also added to the alumni network: bi-weekly calls with guest speakers from LinkedIn covering cold calling, cold email, DMs, and more. The cohort ends. The access doesn't.
When does Cohort 2 start?
June 22. Runs 4 weeks. 10 seats. Cohort 1 sold out — Cohort 2 will too.