Cold calling sucks, that's why it works (top 9 takeaways you need to know)
+startup handed out 10,000 donuts, now their calendars are packed with demos.
Cold calling is hard, but you don’t need to make it harder! That’s why I’ve researched and gathered some of the most effective cold call openers used by top sellers today in a free cheat sheet.
I’ve read a ton of books on outbound prospecting and sales. I came across one that definitely cracked my top five.
Cold Calling Sucks (and That’s Why It Works) by Armand and Nick.
You need to read this if you are a sales professional, especially if you are a SaaS outbound rep. It makes an undeniable case for cold calling.
I love a good read about sales tactics, skills, and stats. Straight-forward and packed with research it pulls together insights, research, and skills from top callers backed by Gong data from 300M+ calls (that’s a lot).
Here are my top 9 takeaways:
1. The first 60 seconds are critical, so master it.
The first seconds of a cold call are critical. What you say after someone says “hello” will often dictate how long that call will last.
The permission-based opener has proven to be highly effective. In addition, tone is important and it is less about what you say compared to how you say it.
Tip: never use, “Did I catch you at a bad time?”
You are asking to be hung up on, or verbally battered!
2. Top reps book 13x more meetings with the same # of dials compared to average reps
3. Cold calls plus leaving a voicemail increase email open rates
Every cold call made without leaving a voicemail is like leaving money on the table (ah kind of).
The research shows a phone call plus a voicemail increases the email reply rate by 3.44%, compared to 1.81% without.
4. Problem-based language is 3x more effective than buzzwords
Stop pitching immediately after you get past the first few seconds. I’d argue not to pitch at all on the first call.
Sell the meeting (curiosity) by using problem-based language. It has a 16% success rate, compared to 5.5% using buzzwords.
5. Do not book meetings more than 4 weeks out
Get something on the books as soon as possible, ideally no later than the following week.
I can’t tell you how many meetings I’ve booked more than 4 weeks out and the protected no showed or ghosted me.
The show rate for a meeting booked after 4 weeks drops to 32%, down from over 50% if booked within two weeks.
6. Talk time matters, the longer the duration the higher the success rate
Remember the key is to use a script and to not sound scripted.
7. Use the Mr. Miyagi method to handle objections
Don’t get thrown off by objections (wax on, wax off). Stay composed, be fluid, and address them head-on.
Acknowledge the objection, always follow up with a question, and then move on to sell the meeting.
8. The Golden 3 Conversion Metrics
Connect Rate - How many people pick up the phone?
Boost connect rates by: dialing mobile numbers, marking your tracks, don’t call a lead 10+ times, rotating lines, and sticking to prime time.
Set Rate - How many meetings are booked?
Top reps don’t dial blindly. Use data and signals to dial smart. Pay attention to intent signals: multiple email opens, website visits, past replies, white-paper downloads, or past experiences
Show Rate - How many people attend a set meeting.
Booking the meeting is only half the battle. Getting them to show is equally critical, here is how to do it:
Send 1-2 confirmation emails before the meeting. (pro tip: send a video reminder)
If they no-show, follow up relentlessly and rebook.
9. Build structure around your cold calling, build a routine
You must become consistent if you want to see a big payoff with cold calling. It is not just a skill, it is a habit you must build.
Build a schedule and time block your calls. It will boost your results and productivity.
This is only a taste of why this book was so impactful for me. It is relevant, timely, and a must-read for any sales professional who wants to be a top performer.
I’ll leave you with these final thoughts from the authors.
Armand and Nick said, “Forget the rare winning streak, cold calling is a daily grind. Show up, hit your numbers, set goals, and hold yourself accountable.”
🥡 Take-Out
Before you check out…
Showing up to a meeting unprepared can make or break a deal! The best meetings I’ve had are the ones that leave the prospect thinking, wow this person did their homework!
shares how to make researching your competitor simple. A framework packed with insights plus some tools for doing competitor research like a boss! Check it out here.
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Until next time,
Tajh
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Whenever you're ready, here are some ways I can help you:
Cold Calling 101 Minicourse: The course provides actionable tools, frameworks, and resources to help newer sales professionals cold call more confidently and effectively. You will learn basic skills to perform cold calls effectively, increase talk time, close deals faster, and book more meetings.
Common objections and how to respond - Free cheat sheet
1:1 Consultation: Live video consultation & get personalized advice. Ask your questions, or we can discuss whatever you’d like in more detail.
Great book and strong takeaways here!