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Cold calls, like all sales activities, should offer value to the prospect upfront, no strings attached.
Most cold call openers go like this:
"Hi CEO, this is Al Neverclose from BrokeTwitter LLC. I wanted to see if you had 30 seconds to chat about the garbage I sell?"
Most cold call openers go like this:
"Hi CEO, this is Al Neverclose from BrokeTwitter LLC. I wanted to see if you had 30 seconds to chat about the garbage I sell?"
Your prospect, the CEO, gets cold calls all the time.
Especially from your competitors.
You're competing against them.
Your cold call vs theirs.
He doesn't want to talk to another sales rep.
How do you stand out? How do you win?
Especially from your competitors.
You're competing against them.
Your cold call vs theirs.
He doesn't want to talk to another sales rep.
How do you stand out? How do you win?
There is a simple approach I teach every rep I train that equips them for cold call success.
Instead of asking for it, you should assume permission to speak.
If they really don't want to hear it, they'll hang-up.
But if you pitch the call right, they'll want to listen.
Instead of asking for it, you should assume permission to speak.
If they really don't want to hear it, they'll hang-up.
But if you pitch the call right, they'll want to listen.
The first step of the approach is doing the research before you make the call.
You should know details about their business that make it clear you did your homework and understand their business.
Sources: Their site, FB/IG, LinkedIn, Google, BuiltWith, Reviews, Ads, etc.
You should know details about their business that make it clear you did your homework and understand their business.
Sources: Their site, FB/IG, LinkedIn, Google, BuiltWith, Reviews, Ads, etc.
Next, you need to know who you're calling and what they care about.
The CEO is always my first target. If you can't find him, call down from the top.
(There are situations where this is not the case, like selling end-user SaaS into enterprises, but that's another thread...)
The CEO is always my first target. If you can't find him, call down from the top.
(There are situations where this is not the case, like selling end-user SaaS into enterprises, but that's another thread...)
The CEO cares about everything that affects the bottom line and expedites decisions.
The CEO will pull in everyone that needs to be a part of the sale.
The CEO will not waste your time, because he won't waste his.
The CEO will pull in everyone that needs to be a part of the sale.
The CEO will not waste your time, because he won't waste his.
So, how do we appeal to what we now know about the CEO? (or the CMO, CSO, COO, etc...)
We frame our offer to highlight whatever it is they care about, have them visualize the current state vs. future state, and offer a unique piece of information they can leverage.
We frame our offer to highlight whatever it is they care about, have them visualize the current state vs. future state, and offer a unique piece of information they can leverage.
Tweaking your intro to the following will result in a drastic increase in the number of cold calls you convert.
Again - make it your own and customize for your industry and your offers.
Test and iterate - cold calls are verbal copy headlines.
Again - make it your own and customize for your industry and your offers.
Test and iterate - cold calls are verbal copy headlines.
"Hi CEO, your cart's mobile pagespeed got my attention so I'm reaching out.
I'm Al Waysclosin, I work with eCom brands to improve the number of carts that complete checkout.
There are a few things I thought would help like {example} so I wanted to find some time to connect."
I'm Al Waysclosin, I work with eCom brands to improve the number of carts that complete checkout.
There are a few things I thought would help like {example} so I wanted to find some time to connect."
You start with something to get the CEO interested - an area of improvement on his site, the cart, that everyone knows directly affects revenue.
You introduce yourself because you're a human being, with social proof that others trust you.
Then you offer your helpful example.
You introduce yourself because you're a human being, with social proof that others trust you.
Then you offer your helpful example.
The CEO can use the tip with or without you, because you gave him the example, so right off the bat, you delivered value before you asked for the meeting.
Now when you ask to set a meeting, it's an even playing field, he gets more info on improving in exchange for his time.
Now when you ask to set a meeting, it's an even playing field, he gets more info on improving in exchange for his time.
If they want to chat now, great, if it seems like they're busy, schedule time for when they're free to do a real discovery call.
This is a simple shift in your talk track, but a huge shift towards value-selling and differentiating yourself from other sales reps.
This is a simple shift in your talk track, but a huge shift towards value-selling and differentiating yourself from other sales reps.
If you're cold calling, try it and report back.
Some general notes on cold calling:
- Enterprise buyers DO buy from cold calls
- You should still call inbound leads
- Cold calling is the fastest way to get better at sales
- Even when you outsource it, keep your skills sharp
Some general notes on cold calling:
- Enterprise buyers DO buy from cold calls
- You should still call inbound leads
- Cold calling is the fastest way to get better at sales
- Even when you outsource it, keep your skills sharp
