The 7 Secrets to Mastering Cold Calling
Summary
TLDRThis 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Is cold calling considered outdated in the world of outreach?
-No, cold calling is not considered outdated.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
📞 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.
📈 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.
Mindmap
Keywords
💡Cold Calling
💡High-Quality Appointment
💡Outreach
💡Data Quality
💡Prospecting
💡Comfort with Discomfort
💡Tone of Confidence
💡Script
💡Contingency
💡Video Game Metaphor
💡Sales Script
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,
I have an amazing free training
on the step-by-step formula to closing more deals.
Just click right here to get registered instantly.
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