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After cold calling for 20 years, I found the best opening line
Brandon Mulrenin16 Sept 2024
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They kind of squirm a little bit. I'm really sorry. And then they jump right into the script. It's so inauthentic and every prospect knows it and you know it. That's number one. Number two, the thing is when you open your conversation with this, “you elicit crazy amounts of psychological reactance.” This is no longer theory. We tested it. This only works 37% of the time, meaning the vast majority of the time people are met with, you know what? I'm not interested. Take me off your list. Hang up. Don't call me anymore, etc.
And again has all the same core principles that we've been talking about in this video. This comes right out there again. We're being fully up front. We even say it in the script. I'll be up front. I'll be transparent. I'm a realtor. “This is a cold call and we give them the option.” Do you want to hang up? Or will you give me 30 seconds and then decide? this gives the prospect so much autonomy to make their own decision when you do that when you do that you're buying so much goodwill instantaneously that
Now, if you listen to how I delivered that, okay? I did it in a way where I brought a little, I lightened it up. You almost heard a chuckle when I delivered that. That was on purpose. Most of the time, when you deliver this the right way, the exact same thing's gonna happen, where the prospect laughs a little bit, “and they say, no, that's fine, go ahead.” You can have your 30 seconds. What's on your mind? And so, you're telling somebody, again, you're using psychological reactants to your advantage here. You say, listen, this is Brandon. I'm a realtor. Listen, you're gonna hate me. I'm not gonna hate you. Go ahead, ask me a question.
Change if what you're doing is not working, you know, the definition of insanity. So stop, change it, track it. Here's what I recommend. So I tell every agent that I coach, do your own case study, take 10 different cold calling openers, “and just track your success rate, where your success rate” is okay, when somebody picks up the phone and says hello, using these five different openers, what percentage of the time am I able to get past that initial resistance, and do your own work and tell me which cold call opener is working the best for you.