A simple cold call framework that works if you work it
+simple desired outcome formula
Cold calling is hard. There is no way to sugarcoat it. It is a direct path to an exorbitant amount of rejection.
No matter how good you are at cold calling, you will still face rejection.
You may want to hide under a rock, perhaps disappear like a ghost. But this is exactly why it is effective.
It’s hard, and most won’t do it consistently. Even less will get good at it.
Most are unwilling to go through this much rejection without taking it personally or quitting. Even fewer are willing to make enough calls to sharpen their skills and train their mind to endure. Cold calling is so effective because it’s the most direct and fastest way to get in front of your ideal buyer.
Although other forms of prospecting are effective, they are not active. Once someone picks up the phone, you have the opportunity to speak directly to your ideal customer.
Cold calling is a numbers game. It can be broken down to a simple formula.
Here is a formula to use as you move toward your desired outcome
Time = # of dials
# of dials = # of connections
# of connections = # of conversations
# of conversations = # of desired outcomes
Example:
2 hours = 150 dials
150 dials = 25 connections
25 connections = 10 conversations
10 conversations = 4 meetings
The better your skills, the fewer conversations you need to have to achieve your desired outcome.
Of all the prospecting skills I’ve learned, this is my favorite. In my experience, it yields the fastest results. I’d encourage you to understand it and learn it well.
This skill can be handy whether working for a company or yourself.
Professionals have scripts, so why would you think you don’t need one? How strictly you stick to the script will vary with your skills, but having a script is important. An outline to follow and keep the conversation moving forward. The best scripts are those that you make your own and tailor to your ideal customer.
Below is a basic cold-call blueprint to follow. Focus on the structure rather than the words. Today, we will discuss the opener and pitch.
The opener
The pitch
Pain questions
Confirmation/Connections
The ask/close
The Opener
This is the hardest part. In a very short time, you must convince a stranger to listen to you long enough to share what you have to offer and how it may help them.
I recommend the permission-based opener. I have found it to be most effective.
Why?
If done well, you will get permission and buy-in from a prospect to get some of their time and share your value.
Example:
Hi [name], this is [your name] with [your company]. I know I’m catching you right in the middle of something, but do you mind giving me a minute to explain why I’m calling you specifically?”
The key here is you are asking, ideally in a unique way, for the prospect’s permission to pitch. It is disarming, and you are not bull-rushing them with your pitch.
The Pitch
This is your value statement. What problem does your solution solve? Know who you are talking to and what challenges and problems they usually face. Frame your pitch to address their pain.
Example:
“Most [their title] that I speak to struggle with [pain]. I’m hearing this often results in [unique challenge/pain].”
“Does this sound like your world at all?”
Try to address one or two pains, then ask a question. Resist the urge to be too wordy or long-winded.
If your pitch does not land, which might happen, try my favorite Hail Mary question to extend the conversation.
“Do you mind if I ask you one more question before I get out of your hair?”
If they say yes, ask another question that speaks to your solution and may address another pain they may have.
This is a very simple blueprint to begin building your cold-calling skills.
The more you practice your script, the better and more confident you will become. The more confident you become, the more flexible and fluid your conversations will become, and you will sound less scripted.
This is the goal.
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Until next time,
Tajh
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