Cohort 01 · 10 seats · Starts May 18

Cold calls that
actually book.

A 4-week program for B2B reps who are tired of improvising the phones. Live coaching, AI-powered tools, call reviews, and the playbook, built from 50,000+ real cold calls.

Book a 15-min call See how it works
4-week cohort For anyone who cold calls Live + async
50K+Cold calls made
$2M+B2B revenue closed
195%Avg quota · 3 yrs
40+B2B reps coached
The problem

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

Most reps borrow openers from the internet, wing their research, and only learn how to handle an objection the first time one comes at them. There's no system. That's why the phones feel brutal.

What's broken

The old way

  • Openers that sound like every other rep. Prospects hang up on pattern recognition, not on the offer.
  • Research done in tabs, not frameworks. Every call starts cold, even the ones that shouldn't.
  • Objection handling learned by getting hit. You lose 40+ calls before you know what to say.
  • No one ever actually listens back. The same mistakes get repeated for months.
40+ B2B reps coached
across 15+ industries

BDR to Head of Sales in under three years, running a 20-rep team before 24. Since then, I've coached 40+ reps across SaaS, AI, cyber security, medical devices, manufacturing, and more. Every one of them runs the same system. The top performers book 3–5x more meetings inside the first month. It's not talent. It's a repeatable system: a research brief before every dial, a pre-built response for every objection, every recording reviewed.

That's what I'm teaching.

How it works

Each week builds something real.

This isn't a course you watch. Every session ends with something built, tested, and working. Two 60-minute live sessions per week. Everything else you keep forever.

Week 01

Build your cold call playbook.

Your complete system, tailored to your industry and buyers. Openers, discovery questions, objection responses, and call structure. All in one document you own. By end of week 1, you stop winging calls and start running a process built to book.

Outcome: Your playbook, built
Week 02

Openers that don't get hung up on.

Your opener gets tested live every session. Hot-seat reviews with Luke, then you rewrite and test again until the first 10 seconds earn the next 30. More calls turn into booked meetings.

Outcome: More meetings booked
Week 03

Objection mastery + discovery questions.

Every objection you actually hear on the phones, drilled live with Luke and an AI objection simulator. Not a list of scripted rebuttals. The framework that handles whatever gets thrown at you. Plus the discovery questions that turn a "maybe" into a calendar invite.

Outcome: Objections stop ending calls
Week 04

Pre-call research + call audit.

The Pre-Call Research Tool for 90-second prospect briefs, and the Call Audit Tool that grades your real recordings on tone, pacing, objection handling, and questions. You finish with a system that keeps booking long after the cohort ends.

Outcome: A system that keeps booking
What's inside

Tools, coaching, and the playbook.

Everything we build in the live sessions, plus the AI tools and direct access to me between them.

8 Live Cold Calling Sessions

Twice weekly for 4 weeks. Live teaching, live roleplay, live Q&A. Every session recorded and yours forever.

The Cold Call Playbook

Openers, objections, discovery questions, and the frameworks to customize them to your market and ICP.

AI Pre-Call Research Tool

Paste a prospect. Get a full brief in 90 seconds: recent company news, trigger events, their LinkedIn posts, leadership changes, and the angles to open with. Built by Luke.

AI Call Audit Tool

Upload recordings. Get graded on tone, pacing, discovery questions, and objection handling. Pinpoint exactly what's costing you meetings, then fix the pattern before your next dial.

Direct Slack Access to Luke

Opener reviews, call debriefs, and the hard questions you can't Google, answered the same day.

Guest Masterclasses

Top-performing cold callers from across B2B. Unique angles, unique markets, unique playbooks.

Luke Ross
Your instructor

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.

I averaged 195% of quota as an individual contributor for 18 months. Then I moved into management and built a team that ran the same system. I've done the job and built the team, not read about it.

Now I coach B2B reps to master the phones. I help SDRs, BDRs, and AEs dominate the three core pillars: razor-sharp openers, seamless objection handling, and discovery questions that actually land the meeting.

Luke Ross · Founder, Modern Seller
Results

Reps who ran the system.

Real reps. Real results.

Noah Johnson
SDR · Docusign
"Before working with Luke, I was constantly struggling to build rapport on cold calls. Prospects would shut down within the first 30 seconds, and I could never make them feel comfortable enough to open up. My quota attainment was all over the place, and I dreaded picking up the phone. After just one month of implementing Luke's techniques, everything changed. I haven't missed quota since, and I'm now consistently hitting over 125%. His methods for making prospects feel at ease are unlike anything I'd come across before. 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
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
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
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
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
Two tiers

Core or Premium.

Both get the full system. Premium adds 1:1 coaching, graded call reviews, and a 90-day continuation plan. Pricing is shared on our 15-minute call, once we know it's a fit.

Core
Build a cold calling system that sharpens every conversation.

Live coaching, better prep, sharper talk tracks, and call review for both reps and sales leaders.

7 Core Inclusions
  • 8 Live Cold Calling Sessions, twice weekly for 4 weeks
  • Guest Masterclasses from top-performing cold callers
  • The Cold Call Playbook: openers, objections, discovery
  • AI Pre-Call Research Tool: prospect briefs in 90 seconds
  • AI Call Audit Tool: graded on tone, pacing & objections
  • Direct Slack Access to Luke for opener reviews & debriefs
  • Full Session Recordings, yours forever
Book a call to enroll →
★ Most Popular Premium
Direct coaching from Luke. In your calls, your recordings, every step.

Everything in Core, plus direct feedback and custom coaching to tighten performance faster.

Core + 3 Premium Additions
  • Everything in Core: all 7 inclusions
Plus
  • Bi-weekly 1:1 coaching calls with Luke (2 × 30 min)
  • Line-by-line call reviews: 1 recording/week, graded Loom back (4 total)
  • 90-day continuation plan: weekly KPI targets & drills to keep booking post-graduation
Book a call to enroll →
Not sure which? Book a 15-min call and we'll figure it out together.
Next step

Book a 15-minute call.

I'll ask a few questions about your current numbers and what you're selling. You'll leave with a clear answer on whether Cohort 01 is the right fit. If it's not, I'll tell you what is.

Questions

The things most people ask.

Who is this for?
Anyone whose job depends on the phones. SDRs, BDRs, AEs, sales consultants, account managers, founders selling their own product. If you pick up a phone and try to book a meeting, this is built for you. The system works at the level of the call itself, not the job title.
What's the time commitment?
Two 60-minute live sessions a week, plus about 60 minutes of async work: call audits, playbook customization, or a Slack exchange. Most reps spend 2–3 hours total per week. The system itself is designed to save you more time on the phones than it costs to learn.
How is this different from other cold calling courses?
Most courses hand you scripts and wish you luck. This builds your playbook around your buyer, tests it live with real role-plays, and audits your actual call recordings. You leave with something working, not a PDF you'll never open again.
What if I miss a live session?
Every session is recorded and yours to keep forever. You can rewatch opener reviews, objection drills, and playbook builds whenever you need to sharpen up before an important call.
Does this work for my industry?
Yes. I've worked with reps selling into 15+ industries: SaaS, AI, cyber security, financial services, medical devices, aerospace and defence, supply chain, retail, packaging, and every form of manufacturing (automotive, food, pharma, chemical, electronics, biomanufacturing). The system is built around your buyer, not your product. If your buyer answers a phone, this works.
Is there a cohort cap?
Yes. 10 seats per cohort. That cap isn't marketing. It's the max I can give direct access and audit recordings for without cutting corners.
When does Cohort 01 start?
May 18. The cohort runs for 4 weeks from that date. All tools and materials unlock on day one, so you'll have everything you need from the moment the cohort opens.