Cold calling: The most feared activity in sales.

Statistics mention the cold calling conversion rate to be 1%.

However, they account for the entire sales population, the vast majority of whom would drink their own blood rather than make a cold call.

It would be like looking at data on how often pineapple is put on pizza in Italy.

In this article, you’ll get a clear framework to boost the success of your cold calls.

As usual, an important disclaimer is of the essence.

This article will not pick up the phone for you.

Nothing will teach you cold calling like doing it.

Got a mortgage to pay? Dial away.

COLD CALLING WILL NEVER DIE.

What you’ll learn today:

  • Why you should cold call
  • Cold calling mindset
  • Tone and pace
  • Intro types
  • The pitch
  • The meeting

WHY YOU SHOULD COLD CALL

I won’t bother with providing you with statistics.

Instead, here’s a ChatGPT screenshot:

No alt text provided for this image

Cold calling is one of the most proactive ways to reach prospects.

It’s the only way to have a conversation and immediate feedback.

It also gives you access to multiple channels (Voicemail, SMS, WhatsApp etc) in one go.

If none of the above convinces you, let me make it simpler:

Your top-performing competitors don’t care whether you like it; they do it.

THE MINDSET

It doesn’t matter how good you are; you will face rejection and rudeness.

Once, someone threatened to sue me because I called them.

Someone else told me to get a real job.

Yet a lot of my best clients came from cold calling.

How can you develop the proper “cold calling mindset”?

Two battle-tested ways:

  • Acceptance

Before you start cold calling, you should take for granted that you will be rejected.

It will suck at times, and you cannot change that

  • Discipline

Cold calling is like waking up at 6 am to go for a run.

It will never stop sucking.

The only way you can get better at it is by daily repetition.

It is essential that you call regularly – the fear WILL subside.

Eventually, you’ll go from timid to a seasoned cold caller.

Are you still concerned?

Go for incremental increases.

Make 1-2 cold calls on the first day.

3-4 the second.

5-6 the third.

You got the point.

Small steps are better than no steps.

Let’s dive into how to make the calls happen.

THE INTRO

The first 15 to 30 seconds matter. A lot.

There are millions of successful cold callers in the world.

They all have different ideas about how to start a cold call.

Let’s analyse two of the most common:

  • Permission-based

This intro is built on you asking permission to pitch what the call is about.

A very famous example put together by the Legend Benjamin Dennehy is:

“I’ll be honest; this is a sales call. Would you like to hang up or give me 30 seconds to hear what it is about?”

The logic is to get the prospect in the mindset that they have control.

Once you gain permission, you can pitch, knowing you have their full attention.

  • Direct Pitch

This intro is built on you pitching the reason for the call right away and using your value proposition to start the conversation.

“Hi Andrew, this is Giulio from HR Tech Lions; as you can guess from the name, I help HR Techs boost revenue. How was the last quarter for you?”

I prefer a direct pitch as it lends relevancy to the call.

The best option is to combine both.

“Hi, Andrew, Giulio from HR Tech Lions; this is a sales call about boosting revenue for HR Techs.

Can I get to the point?”

A combination of the two approaches will get the best of both worlds.

There is, however, something even more critical than the intro.

TONE AND PACE

This is the most important thing, without a doubt.

Most sellers talk too fast and need more confidence.

Speaking at a slow, calm pace lends credibility.

If you act like you belong on the call, you will.

You should use the intro you’re the most comfortable with.

The confidence behind your intro matters more than anything else.

SCREW THE GIMMICKS: Use the pitch you’re the most comfortable with.

Do you like permission-based? Go for it.

Are you more into direct pitching? Why not?

A couple of extra points:

  • Honesty

Usually, declaring it is a sales call or that they don’t know you is a great way to gain the prospect’s trust.

  • Humour and personality

Can you add some humour or spice to the call? Excellent.

Stand out from the crowd, and you’ll get better results.

The PITCH

If you get to this point, you managed to get past the intro.

Good work.

How do you go about your pitch?

At this point, you’ll have roughly 30 to 45 seconds to present what you do.

I use a simple formula stolen and refined over the years.

Pains and outcomes.

“HR Tech SMEs work with me to overcome two main problems:

  1. They have a poor lead-to-meeting ratio
  2. They have enough meetings but are not converting enough into paying clients

Solving either of these results in MRR growth and relieves pressure on the sales team.

Does this resonate at all?”

Your pitch should be tailored to the pains you solve and the outcome you can bring.

If you’re looking for more tips on how to put together the right pitch, read a previous article here.

WHAT NEXT?

After the pitch, you will get one of the following outcomes:

  1. A straight yes
  2. Some type of objection
  3. A straight no

Case 1 means sacrificing to the God of Sales worked, as this almost never happens.

Cases 2 and 3 are the standard.

In both cases, keep you cool.

Objections are as natural in sales calls as creepy guys in a club.

If you’re unsure of how to proceed, please see a previous article here.

THE MEETING

Cold calls should last up to 6-8 minutes.

Your goal is simple: Get the meeting.

What’s the best way to get the meeting?

Ask for it.

If that doesn’t work the first time, you have yet to hit the right pain or outcome.

Dig some more and then ask again.

If your offer isn’t relevant to their pain and desired outcome, you can just disqualify them and move on.

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