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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
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