Will Barron
Jan 24, 2022
Will Barron Jan 24, 2022

How does the “reason” section perform?

That’s usually the bit that is most dependent on customer/pain/timing.

New cold calling framework dropping next week (literally just need to upload everything).

This might be useful in the mean time –

1. Confirm

The first and maybe most essential step is to confirm you’re speaking with the right person—the decision maker.

This may be the head of the department, the tech guy, or even the President of Marketing. It depends entirely on your industry and your product.

But whoever it is, it’s ideal that you’re talking to the person who decides whether or not to buy. Otherwise, you’ll have to sell to a gatekeeper who then has to go back and sell to their boss. And your product’s true value is bound to be diluted along the way (think of the kids game, Telephone).

So immediately when someone’s picked up the call, make sure you’re talking to a decision maker.

Cold Calling Script:

“Hi, Will Barron from Salesman.org. Who’s in charge of [X – the area of business your product will help the most. We’ll use sales for these examples]?”
Scenario 1: “That’s me.” — Now you can move on to the next step
Scenario 2: “That’s Barry.” — Now we need to get in touch with Barry.
“Ok thanks. Could you connect me with him? Can I tell them that you referred me?” — Move to next step with Barry. Make sure not to skip the referral aspect here. Noting a referral creates an instant boost in rapport.

2. Break

Now that you’ve confirmed you’re speaking to the right person, it’s time to jump into the specifics.

Ask them how they’re currently solving the problem that your product solves. You’ll find that most people aren’t 100% happy with their current solution. It can always be faster. It can always be cheaper. And it can always be more effective.

Your goal here is to open up the buyer’s mind to the potential of a better solution. You’re breaking them out of the pattern of thinking their current solution can’t be changed.

Cold Calling Script:

“OK great, how are you training your sales reps right now?”
“We are using [competitor].”
“Got it. And how is your sales training working for you right now?”
Scenario 1: “Not great. We’re having a problem with [current problem].”
Scenario 2: “Fine. I think we’re all set, thanks.”

Cold Calling Tip: When you ask how their current solution is doing now, pause and shut up. Don’t say anything. They’ll feel compelled to speak. And from there, you can either learn that they’re looking for a better solution or force them to bring up an objection which you can touch on later.

3. Value
The next step is to explain the big problem that you solve, your value. It’s important to hit this step regardless of whether they are happy or unhappy with their current solution.

Be succinct here. No need to get into the weeds and take up more time than is necessary.

Just hit the biggest problem solver and the biggest selling point you have.

Cold Calling Tip: Be sure to move on to this step regardless of the objection they offer.

If they say, “We’re happy with our current solution,” push through. They may be more open to new solutions than they seem. If they say, “I don’t really have time for this right now,” you only have three more sentences to get through (15 seconds max).

The end goal is to get to a closing point and asking for a meeting.

Cold Calling Script:

“We help salespeople close more sales in the next 28 days or your money back.”

4. Tie-In
Next up, you need to tie-in that value to the prospect.

How is your big solution actually going to help them? What kinds of benefits can they expect to see from working with you?

Essentially, why should they care?

Again, be quick and to the point here. Make the connection, but don’t dilly dally. Because we need to get to the next and most important step.

Cold Calling Script:

Scenario 1: “It seems like you’re not happy with your current sales training solution. Would it make sense to see if we can solve this problem for you?”
Scenario 2: “Would it make sense to see if we can turbo charge your current solution so you can train more effective sales reps more quickly?”

5. Close
Last and certainly not least, you’ll want to close the call by setting up a sales meeting.

Again, the point here is to book a proper meeting, not to close the sale.

That being said, it’s not as if you can’t still learn some valuable information from this cold call. For instance, you may get an idea of the major concerns the buyer has with their current solution. You’re also likely to learn about what their current solution is.

Both of these points can be exceptionally valuable when figuring out how to structure your pitch for maximum effectiveness.

As best-selling sales author Jeffrey Gitomer told me in our interview:

“Cold calling is a lousy place to make a sale. But it happens to be a great place to learn how to sell.”

Cold Calling Script:

“Ok Great, it looks like we might be able to help. Does it make sense to jump on a quick 10-minute call tomorrow to discuss?”

Cold Calling Tip: A “no” here is, unfortunately, likely. Cold calling involves a lot of rejection. But there are a few things you can do to still make this a win.

First, give them your contact info and tell them if they change their mind, they’re always welcome to reach out.

Second, get their contact info too. Some buyers will take longer to pique their interest. And with their email info on hand, you can continually send them educational content and turn them from “not interested” to “I’m listening…”