Salesfloor Stories #1
+removing sales commissions…say what?
I had my first 1:1 consultation with a BDR from a software development company in the CMS (content management system) space this week. This BDR was looking for ways to improve their cold calling skills, specifically to increase talk time and get past the opener.
We spoke in detail about cold calling frameworks, tones, and call structure. Spending most of our time role-playing and getting very technical with the call opener and his language. I wanted to share my learnings and key takeaways with the hope that you can gain some insights and learn from sellers in the trenches today.
He has been a BDR in his current role for almost a year and is making hundreds of dials per week with few results. In addition, his tech stack includes: LinkedIn Sales Navigator, Outreach, Zoominfo, and Orum (pilot).
We've all been there. You're grinding through your call list, hitting your activity numbers, but the results just aren't following. He shared the following reality:
652 dials. 37 connects. 16 actual conversations. Zero meetings booked.
If you're reading this and nodding, you're not alone. Cold calling is tough, but here's what we discovered when we dug into what was actually happening on those calls.
WHAT'S REALLY HAPPENING IN THOSE FIRST 20 SECONDS
The problem wasn't the number of calls being made. It was what happened the moment someone picked up the phone. Most conversations were dying before they even started.
Here's the thing about openers: they either open doors or slam them shut. When you're speaking too fast, your pitch goes up, and you sound exactly like every other salesperson who's called that day.
The fix is simpler than you think. Slow down. Use their name. Sound like a real human being, not someone reading from a script (even if you are using one).
For example: "Hey, this is [First… First Last Name] from [Company]. How have you been?" Then pause. Actually, wait for an answer.
Or be more direct: "Hey, I'll be honest. This is a cold call about [reason for your call]. Would you give me a minute to explain why I'm calling?"
The key is asking a question that gets them talking instead of immediately going into your pitch. The best cold calls I’ve had and heard are those in which the prospect asks for a pitch.
THE MISTAKE THAT'S COSTING YOU MEETINGS
Here's where most of us go wrong. The second we get past the opener, we start explaining our product. Do not do this; resist the urge to pitch.
Your prospect doesn't care about your solution until they understand why they need one. Instead of jumping into features and benefits, lead with the problem you solve.
"I've been talking with folks in [ their role] who are struggling with [common pain point]. Is this something you're dealing with too?"
Then stop talking. Let them respond. If they say yes, you've got a conversation. If they say no, ask another thoughtful question about a pain they may experience in their role.
You're not trying to sell your product on this call. You're trying to sell a meeting.
TURNING BRUSH-OFFS INTO CONVERSATIONS
Objections are inevitable, they are often “knee-jerk” responses because you are a stranger. However, they don't have to be conversation enders.
When someone says "send me an email," most sellers just agree and move on. But try this instead: "I'm happy to send you something, but could I take 30 seconds to explain why I called? That way you'll know if it's even worth reading."
When they say "we already have a solution," don't give up. Ask what they like about their current setup. Even better, ask if there's anything they'd change if they could wave a magic wand. You'll often discover they're not as happy as they initially claimed.
And when they hit you with "I can't talk right now, call me back later," resist the urge to ask, "Is there a better time?" That just invites a no or hang up.
Instead, try: "It sounds like you're busy. Could I take just 30 seconds to explain why I called, so we can decide if it's worth a callback?"
A SIMPLE FRAMEWORK THAT ACTUALLY WORKS TO INCREASE TALK TIME
Stop winging it on every call. Always have an idea of what you want to say and where you want the conversation to go. Here's a simple framework you can follow:
Start with a strong opener that includes a question
Briefly explain why you're calling
Share a pain statement and ask if it resonates (if the first one doesn’t resonate, try to ask one more)
If they say yes, as for the meeting
If they say no, ask about their priorities or who handles this area, or simply move on
That's it. Keep it simple, keep it conversational, and keep it focused on them, not you.
Of course, we know that it’s not always this easy. You will encounter objections, rejection, and abrasive people. However, keep calm and in control of where you want the conversation to end up, and stick to your script if your nerves get the best of you (it happens to us all).
Don’t hold tight to the outcome, this often leads to anxiety and desperation that comes out in your voice and body language.
THE REAL TRUTH ABOUT COLD CALLING SUCCESS
Here's what nobody wants to admit: cold calling success comes down to three things aligning — the right person, the right pain, and the right time. If any one of those is off, even the best script won't help.
Nor will the best sellers close the deal right then.
But here's what you can control: how you sound, what you say, how you handle objections, and your follow-up.
Focus on those, and your numbers will start to improve.
The best cold calls are the ones where the prospect has to ask what your company does because you’ve done a great job asking questions, uncovering pain, and having a natural conversation. Lead with curiosity and keep the focus on them. When you lead with problems instead of solutions, magic happens.
This is a skill that gets better with practice. Every call teaches you something. Every no gets you closer to a yes.
Keep dialing, keep learning, and keep improving.
My goal is to share the outcomes and key takeaways of these consultations with you as I have them. With the hope that you gain some insights and learnings from other sales professionals across different industries in the trenches today.
For now, I’m calling these Salesfloor Stories. Hope you enjoyed it, let me know.
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Until next time,
Tajh
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Whenever you're ready, here are some ways I can help you:
Consultation Call: Book a live 50-minute 1:1 video session and get personalized consulting. Ask your questions, get advice, get real-time feedback on your calling, role play, or we can discuss whatever you’d like in detail.
1:1 Cold Call Coaching: Get personalized 1:1 cold call training for 5 days. Learn skills and strategies to be a highly effective cold caller. If you are looking for 1:1 coaching with high accountability, reply to this email to join the waitlist and for more details.