The 7 Secrets to Mastering Cold Calling

Summary

This video script reveals seven essential secrets to mastering cold calling in outreach, debunking the myth of its demise. It emphasizes the importance of high-quality data, targeting prospects with the most need, and embracing discomfort. The speaker advises on projecting confidence, overcoming fear, using a tight script, and preparing for predictable prospect responses. The aim is to convert cold calls into high-quality appointments, with a final call to action for further training.

Takeaways

• 📞 Cold calling is still effective in today's outreach strategies, as it stands out amidst the sea of digital communications.
• 🔍 Prioritize obtaining high-quality data to ensure reaching the right prospects with accurate contact information.
• 🎯 Target individuals or organizations with the highest likelihood of needing your product or service to increase the success rate of calls.
• 🏋️‍♂️ Develop a comfort with the discomfort of cold calling, as it is a skill that improves with practice and exposure.
• 💬 Open calls with a tone of natural confidence to foster a positive initial impression and set the tone for the conversation.
• 🎮 Remember that prospects cannot physically affect you, which helps to alleviate the fear and anxiety associated with cold calling.
• 📝 Use a well-crafted script to maintain focus and ensure a structured approach during calls, while still sounding natural and unscripted.
• 🛡 Be prepared with responses to common objections or pushbacks to keep the conversation on track and navigate through challenges.
• 📈 Segment your calling list to target specific groups that are more likely to be interested in what you offer, increasing the efficiency of your outreach.
• 📱 Phone calls are less frequent than digital communications, making them a valuable tool for cutting through the noise and capturing attention.
• 👥 Tailor your approach based on the industry or sector you're in, identifying the specific needs and pain points of your target audience.

Q & A

Is cold calling considered outdated in the world of outreach?

No, cold calling is not considered outdated. It is still one of the best ways to land a high-quality appointment, despite the prevalence of digital communication methods.

Why might cold calling be more effective than other forms of outreach like emails or social media messages?

Cold calling can be more effective because prospects are less likely to receive phone calls compared to the barrage of emails and social media messages they receive daily.

What is the first secret to mastering cold calling mentioned in the script?

The first secret is to get good data, ensuring that you have the right phone numbers and reliable information for your prospecting calls.

Why is it important to have high-quality data before making cold calls?

High-quality data ensures that you reach out to the right people, which can lead to better outcomes and avoid the frustration of reaching the wrong person.

What is the second secret to successful cold calling according to the script?

The second secret is to find people with the most likely need for your product or service, ensuring that your calls are targeted and relevant.

How can you identify the right prospects for your cold calling efforts?

By understanding the needs of your target market and tailoring your calling list to reach out to those most likely to benefit from your offering.

What is the third secret to mastering cold calling and why is it important?

The third secret is getting comfortable with discomfort, which is important because it helps build confidence and resilience in the face of rejection or pushback.

Why is it crucial to open a cold call with a tone of confidence?

A tone of confidence naturally makes the prospect more receptive to the call, demonstrating that the caller is not nervous and is in control of the conversation.

What is the fifth secret to mastering cold calling and how can it help salespeople?

The fifth secret is to remember that prospects cannot hurt you, which can help salespeople overcome fear and approach cold calling with a more relaxed mindset.

Why is using a tight script considered beneficial for cold calling?

A tight script ensures that the salesperson stays on track, follows the right approach, and can respond effectively to objections or pushback without sounding scripted.

What is the final secret to mastering cold calling mentioned in the script?

The final secret is to be prepared with contingencies for various responses from prospects, allowing the salesperson to keep the conversation on track and increase the chances of a successful call.

How can salespeople improve their cold calling skills according to the script?

By practicing the seven secrets outlined in the script, which include using good data, targeting the right prospects, getting comfortable with the process, opening with confidence, recognizing the non-threatening nature of cold calls, using a tight script, and being prepared with contingencies.

Outlines

00:00

📞 Reviving Cold Calling Techniques

This paragraph emphasizes the enduring effectiveness of cold calling in the world of outreach, contrary to the belief that it's obsolete. The speaker argues that prospects are overwhelmed by digital communication but not by phone calls, making it a potent tool for securing appointments. The paragraph introduces a video that will reveal seven secrets to mastering cold calling, starting with the importance of obtaining accurate data to ensure effective communication with the right individuals.

05:01

📈 Targeting the Right Prospects for Cold Calling

The speaker continues by discussing the importance of identifying and reaching out to individuals who are most likely to accept appointments. This involves segmenting the calling list to target those in need of the services offered, using examples from recruiting and consulting spaces to illustrate the point. The paragraph stresses the need to avoid broad, unfocused lists and instead focus on prospects that are more likely to be interested, thus increasing the chances of a successful call.

😌 Embracing Discomfort in Cold Calling

This section addresses the common fear associated with cold calling and suggests that overcoming this discomfort is crucial for success. The speaker likens the initial difficulty of cold calling to learning a new skill or exercise, which gets easier with practice. The paragraph encourages building the confidence to make cold calls by exposing oneself to the discomfort, as prospects can sense the caller's comfort level and respond more positively to it.

🗣️ Exuding Confidence in Cold Call Openings

The speaker highlights the importance of opening a cold call with a tone of confidence, which can significantly influence the prospect's response. The paragraph differentiates between a tone that is overly enthusiastic and one that is naturally confident, providing examples of how a confident tone can prevent the prospect from wanting to end the call prematurely. The focus is on demonstrating assurance without appearing nervous or scripted.

🕹️ The Video Game Mentality in Cold Calling

In this paragraph, the speaker uses the analogy of playing a video game to illustrate the idea that prospects cannot physically harm the caller, thus reducing the fear associated with cold calling. The paragraph encourages the viewer to take a deep breath and remember that the only 'harm' that can come from a cold call is the prospect's response, which is not damaging in reality.

📝 The Art of Crafting and Using a Cold Call Script

The speaker dispels the myth that using a script makes a salesperson sound robotic, arguing that the key is to use a script effectively. The paragraph draws a parallel with Hollywood actors who win awards for following scripts, suggesting that a well-practiced script can keep a sales call on track without sounding rehearsed. The importance of having scripted responses for objections and pushback is also emphasized to ensure a strong call structure.

🛡️ Preparing Contingencies for Prospect Responses

The final paragraph discusses the predictability of prospect behavior during cold calls and the importance of having prepared responses for common objections or responses. The speaker suggests that prospects typically have a limited set of reactions, and by having contingencies in place, a salesperson can keep the conversation on track and increase the likelihood of a successful outcome. The paragraph provides an example of how to handle a common objection and emphasizes the effectiveness of being prepared with a strong response.

Keywords

💡Cold Calling

Cold calling refers to the practice of making unsolicited phone calls to potential customers or clients to introduce a product or service. In the video, it is emphasized that cold calling is still an effective method for securing high-quality appointments despite the common belief that it is outdated. The script mentions that prospects are less likely to receive phone calls compared to emails or social media messages, which makes cold calling a unique and potentially impactful approach.

💡High-Quality Appointment

A high-quality appointment in the context of the video is a scheduled meeting or call with a potential client who is likely to be interested in the product or service being offered. The video suggests that cold calling can be a superior method for securing such appointments, as it allows for direct and personal communication with the prospect, which can be more persuasive than digital outreach.

💡Outreach

Outreach in the video script pertains to the act of initiating contact with potential clients or customers to promote a product, service, or idea. The speaker argues that while digital forms of outreach like emails and LinkedIn messages are common, cold calling stands out because it is less frequent and can therefore be more impactful.

💡Data Quality

Data quality is the accuracy and reliability of the information used to identify and contact potential clients. The video stresses the importance of obtaining good data to ensure that cold calls are made to the correct individuals and that the information used during calls is trustworthy. An example from the script is the frustration of reaching out to a wrong number, which highlights the need for accurate data.

💡Prospecting

Prospecting in the video refers to the process of searching for potential clients or customers who are likely to be interested in a product or service. The script suggests that successful cold calling involves targeting individuals or organizations that are most likely to need what is being offered, such as companies that are currently hiring or undergoing growth.

💡Comfort with Discomfort

Comfort with discomfort is the idea of becoming at ease with activities that are typically anxiety-inducing, such as making cold calls. The video emphasizes building this comfort as a muscle, suggesting that with practice, the fear and discomfort associated with cold calling will diminish, leading to more effective communication with prospects.

💡Tone of Confidence

A tone of confidence, as discussed in the video, is the manner in which a salesperson communicates during a cold call, projecting assurance and self-assuredness. The script contrasts a forced enthusiasm with a natural, confident tone, suggesting that the latter will elicit a more positive response from the prospect. An example is provided where a simple, confident 'Did I catch you at a bad time?' is more effective than an overly enthusiastic greeting.

💡Script

In the context of the video, a script refers to a prepared set of statements or questions that a salesperson uses during a cold call. The script is meant to guide the conversation and ensure a structured approach. The video argues against the notion that scripts make one sound robotic, instead advocating for a well-practiced script that can be delivered naturally and includes responses to potential objections.

💡Contingency

Contingency in the video script refers to a pre-planned response to a prospect's objection or a deviation from the expected conversation flow. The video highlights the importance of being prepared with contingencies to keep the conversation on track and to address common responses from prospects, such as requests to call back later or immediate rejection.

💡Video Game Metaphor

The video game metaphor is used in the script to illustrate the idea that there is no real risk or danger in making a cold call. The speaker compares the act of cold calling to playing a video game, suggesting that just as in a game, one cannot be physically hurt by the actions of others, the worst that can happen in a cold call is receiving a negative response, which should not be feared.

💡Sales Script

A sales script in the video is a tool used by salespeople to guide their conversation with potential customers during a cold call. The script is meant to be tight and well-practiced, allowing the salesperson to sound natural while also ensuring they cover all necessary points. The video emphasizes the importance of having a script that can be adapted in response to objections or pushback from the prospect.

Highlights

Cold calling is still one of the best ways to land a high-quality appointment despite the common belief that it's dead.

Prospects are less likely to receive phone calls compared to emails and social media messages, making cold calling a unique approach.

The importance of using high-quality data to ensure reaching the right person and having reliable information for the call.

The need to identify and call on people most likely to accept an appointment to increase the success rate of cold calling.

The psychological aspect of getting comfortable with the discomfort of cold calling as a means to improve at it.

The significance of opening a call with a tone of confidence to elicit a positive response from the prospect.

The misconception about using a script and the importance of having a tight script to stay on track during calls.

The mental shift to view cold calling as a 'video game' to reduce fear and anxiety associated with rejection.

The strategy of preparing for common responses and objections with well-thought-out contingencies.

The importance of practicing the script to make it sound natural and not forced.

The contrast between a confident tone and an overdone tone when initiating a call.

How to handle the common objection of the prospect saying it's a bad time with a prepared contingency.

The predictability of prospect behavior and the advantage of being prepared for it in cold calling.

The benefits of mastering cold calling for closing more deals at higher prices and generating more meetings.

An invitation to a free training on a step-by-step formula for closing more deals effectively.

Encouragement to like the video and subscribe to the channel for weekly insights on sales and prospecting.

Transcripts

In the world of outreach,

people are constantly saying that cold calling is dead.

Well, you know what? Cold calling is far from dead.

In fact, it is still one of the best ways

to land a high quality appointment.

Your prospects are getting bombarded by emails,

LinkedIn outreaches, social messages,

but their phone is not ringing as much as it once was.

So leveraging the right approach

to cold calling changes everything.

In this video, I'm going to walk you through

the seven secrets to mastering cold calling.

Check it. Number One: Get good data.

There is nothing more frustrating than making a dial,

reaching out to someone,

and having it be the wrong person's direct number.

We need to get high quality data to make sure

that we're not only getting the right phone number,

but that we actually have reliable information

that we can then leverage

when we're on the prospecting call.

So make sure that before you just start dialing,

it's not just about getting 100-200 dials in a day,

but make sure that you're actually using data

that is truly reliable

and is going to leverage the best outcomes.

Number Two: Find people with the most likely need.

We must be calling on people

that are most likely to say yes to an appointment.

So let's take the most basic example.

If you're just calling on a phone book of people,

you are very likely to get a lot of pushback

from a lot of those people.

So what we want to do

is we want to slice and dice our calling list

to make sure that we're actually reaching out to people

that are most likely to need what we have.

Let's just say if you are in the recruiting space,

who's most likely to need what you have?

Well, it's people in organizations that are currently hiring

or that are currently going through

some kind of transition or growth.

On the other hand, if you're in the consulting space,

how can you identify prospects and companies

that are most likely to need what you have?

Even if you're selling to a consumer, right?

Who is most likely to need what you have

from the outside perspective?

Make sure that you're making calls to those people

as opposed to just a super broad list.

Number Three: Get comfortable with discomfort.

It's so important that we start to build that muscle

around getting comfortable doing the thing

that makes most people uncomfortable.

99 out of 100 people are terrified of making a cold call,

and that's because they've never done it.

And let's face it, the first cold call you ever make

is by far the hardest.

Each time you do it, it gets easier.

It's just like exercise or learning any other skill.

The more you do it,

the more you expose yourself to what's uncomfortable,

the more likely you are to get comfortable

and just feel at ease in that situation

because your prospects are going to sense your comfort

and they're going to respond so much better

to someone using the exact same script

if they are just simply really comfortable in that setting.

Number Four: Open with a tone of confidence.

This builds off of the last point of being comfortable.

When you are using a tone that just exudes confidence,

the prospect is going to naturally respond more positively.

And by the way, I'm not talking about using a tone

that's super salesy and high energy and enthusiastic.

That's not what I mean by confidence.

I mean literally a tone of confidence

that demonstrates that you're not nervous in this situation.

So let me give you two examples of a tone

that is not confident versus a tone that is confident.

If a salesperson opens the call with something like,

"Hey, George, Mark Wayshak here. How are you today?"

That's ironically not demonstrating confidence.

It's actually almost overdoing it.

It's masking the fact that we're really uncomfortable.

Versus a salesperson who's simply opening the call

with something along the lines of,

"George, Mark Wayshak here.

Did I catch you at a bad time?"

That's demonstrating a level of natural confidence

that the other salesperson is masking,

and the prospect is immediately going

to want to end the call with in that first scenario

versus the second where they're demonstrating

and they're showing that they're just so comfortable

in that situation.

Number Five: Remember that they can't hurt you.

I always talk about with people in my community,

we've got to remember that we are playing a video game

when we're making a prospecting call.

That's all you're doing, right?

You're plugging into some network of people

and you're calling on strangers that physically

are likely to never see you ever, right?

They can't touch you, they can't hurt you,

they can't hit you, they can't attack you.

All they can do is say whatever they're going to say.

While I know that in our brain seems pretty scary,

the reality is that they can't hurt us, right?

You're not going off to war here.

You're simply making a prospecting call

and the simple recognition

that they can't physically attack us

or hurt us suddenly makes you realize, you know what?

This isn't that bad.

We're not even literally getting calluses on our hands.

We're just making a prospecting call.

And so take a deep breath

and recognize that they cannot hurt us.

Number Six: Use a tight script.

Salespeople constantly say, "Oh, I hate to use a script

because it makes me sound scripted,"

but my response to that is always the same,

which is that if you sound scripted when you use a script,

it just means that you're not good at using your script.

There is an entire industry known as Hollywood,

which has dedicated itself to the craft

of following a script, right?

That's why people win Oscars and Emmys

is because they're really good at following a script.

And so what we want to do is have a tight script

that keeps us on track,

that makes sure that we follow the right approach,

but at the same time doesn't sound scripted.

Whenever people in my community are using a script,

we want to encourage them to practice it

to the point that it sounds so natural.

But at the same time, when the prospect comes back

with some kind of an objection or pushback,

they already have the response scripted in.

So that way there is no ambiguity.

Most salespeople that don't follow a script

tend to meander all over the place in their calls,

and as a result, their calls are really weak.

So have that tight script in place,

be really comfortable with it and follow it consistently.

Number Seven: Be prepared with contingencies.

This is super important.

What's amazing is that prospects behave

in a very predictable way when they are being prospected to.

There are only a set of a couple of options

that a prospect has at any point in the call.

So let's just take the opening of the call.

Let's just say that I call you

and I say something like, "Hey, George, Mark Wayshak here.

Did I catch you in the middle of something?"

There are only a couple of possible responses

that a prospect can have to that particular question.

So they may say something like,

"Yeah, this is a bad time. Call me later."

Right? That's one response.

They may say, "No, what's up?"

They may just hang up, right?

There's only a couple of responses

that a prospect can possibly have to that opening.

So what we want to do is we want to be prepared

with contingencies for each response.

What's amazing is that you really only have to have

a couple of contingencies at different points in your script

that are just ways to get the conversation back on track.

So when the prospect responds with,

"Yeah, this is a bad time, can you call me later?"

Instead of just saying, "Okay, sure, let me call you.

Would it be okay if I tried you tomorrow?"

And then you go back and forth

and you never get them back on the phone, instead,

having a response that sounds something stronger

and more able to push through, something along the lines of,

"You know what, George, I really appreciate you saying that.

Would it be okay if I took say 30 seconds

to tell you why I called and if after,

doesn't make sense, we could hang up?

Does that sound fair?"

Now, the prospect is put into a position

where they're very likely to give you that 30 seconds

because you were prepared with a contingency

to a very, very obvious response.

So there are the seven secrets to mastering cold calling,

and if you enjoyed this video,

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