How to make cold calls feel warmer

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1st rule of Senator Club:

Introduce yourself to the person next to you.

“We are interested in others when they are

interested in us.” – Dale Carnegie

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How to Make Cold Calls Feel Warmer

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Where do great sales ideas come from?

• Sold telephone services for MLM company

• Sold $25M+ tech companies for investment bank

• Sold two different products at two failed startups

• Sell legal software for tech company

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Here’s the Problem with Cold Calls

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They make you want to cry

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Because of our natural resistance to strangers

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Thanks to operations like this

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So, now it’s your job to be different

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Imagine the power of this skill

YOU

Investors

Customers Partnerships

Employees

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Cold Call FundamentalsMust Know Basics Before Picking Up the

Phone

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Your attitude makes the biggest difference

#1 Product your passionate about #2 Pursuit of sales mastery

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You have one goal on the call

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You have one objective

1. Schedule a call2. Schedule a demo3. Schedule an in-person meeting4. Close a sale (does this still happen on cold

calls?)

Choose ONE objective.

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Do your research beforehand

Knowledge About Lead

Prob

abili

ty o

f Con

vers

ion

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Tools for gathering information

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Block out specific time for calls

Data Gathering Cold Calls (1-3 hrs)

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Cold Call ScriptsSpecific Strategies to Jump Start Your Cold

Calls

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Breakdown of script

• Intro greeting (name, company)

• Reason for calling

• Qualifying (involved, need, current process)

• Ask

• Handle objections

• Ask again

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What they need to know now

• Who is this?

• Why are you calling me?

• How do I benefit / What do you do?

• What are you asking of me?

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Example of a bad scriptMe: Hi John. My name is Ian Adams. I’m calling from Acme

Company. Are you looking to grow your business by 30% or more this year?

Prospect: What are you selling?

Me: We specialize in reducing companies marketing spend while boosting conversions across 10 of the top social media sites. Does that sound interesting to you?

Prospect: Yes.

Me: I can stop by to meet next week either Tuesday or Wednesday, what time works best for you?

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Who is this?

Me: Hi John. This is Ian Adams. I’m calling from Acme Company.

Me: Hey John. It’s Ian over at Acme Company. How are you?

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Why are you calling me?

Me: Are you looking to grow your business by 30% or more this year?

Me: I noticed a number of your ads on facebook and twitter promoting X product, and felt you could really boost your conversions by making just a few small changes.

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How do I benefit/what do you

do?Me: We specialize in reducing companies

marketing spend while boosting conversions across 10 of the top social media sites.

Me: We work with eCommerce companies like Harry’s to manage their social media ad campaigns. In fact, after only 1 month of working with Harry’s, for every $1,000 they spend now, they get a 30% increase in conversions.

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What are you asking of me?

Me: I can stop by to meet next week either Tuesday or Wednesday, what time works best for you?

Me: I’d love to learn more about your ad campaigns John and also share some ideas that have worked really well for us. Can we find a 15 minute window next week for a brief call?

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Example of a good scriptMe: Hey John. It’s Ian over at Acme Company. How are you?

Me: I noticed a number of your ads on facebook and twitter promoting X product, and felt you could really boost your conversions by making just a few small changes.

Me: We work with eCommerce companies like Harry’s to manage their social media ad campaigns. In fact, after only 1 month of working with Harry’s, for every $1,000 they spend now, they get a 30% increase in conversions.

Me: I’d love to learn more about your ad campaigns John and also share some ideas that have worked really well for us. Can we find a 15 minute window next week for a brief call?

Prospect: I’m ok. What can I do for you Ian?

Prospect: I’m sorry, what do you guys do?

Prospect: (thinking)

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Your words are powerful

• Excuse me, I have 5 pages. May I use the Xerox machine?

• I have 5 pages. May I use the Xerox machine, because I am in a rush?

• Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?

60%

94%

93%Source: Harvard psychologist, Ellen Langer’s study on the word “because.”

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Possible reasons for calling should be about them

ReferralPress release

Product launchNews about operations

Invited to upcoming eventCongratulations on promotion

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Whatever you do, don’t do this

“You downloaded one of our whitepapers.” “We work with Amazon.”

“We’re the market leader.”

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Make this strategy your own

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Give it time, stay focused

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Homework

• Assignment #1– create a list of long shot leads– call them to see what happens– try 3 different scripts

• Assignment #2– get cold called– go to trulia.com fill out an form to be contacted by

realtors and mortgage companies

• Assignment #3– sign up for trials, demos, newsletters

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BONUS MATERIALS

Cold call voicemails