The 10 Brutal Cold Calling Lessons You NEED to Learn Today | 30MPC Playbook (Sell)

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1. 10:21

   sales team was prospecting the way that you are. We are gonna get messages like this. Just because someone is a jerk here doesn't mean you should change a thing. “Maybe cool on some of these accounts for a bit, but keep being aggressive with your prospecting.” And the lesson that I learned here, I really needed to hear that from him because I was like, oh, gosh, maybe I shouldn't have done this. Maybe I shouldn't have made the calls, but it actually reminds me of something Josh Braun says a lot. And he talks about if you go for a walk in your neighborhood and you walk past your neighbor's yard, there will be a dog in your neighborhood that barks at you sometimes just because you were going for a walk.

   In Not now and re-engagement

2. 17:07

   have to do is before you ask that curious question you have to give them a reason to answer the question you have to incentivize that's one of the steps in the Miyagi method we talk about Armand and so before asking that question I was like hey don't change anything but before that question I “just want you to insert the line cool thanks for letting me know just so nobody on my team calls” you again is it that you've got a mech plan or a big blue cross blue shield plan what type of benefits do you have in place and when you insert the hey I'm asking this question for a reason just so nobody from my team calls you again they're like okay cool let me answer their

   In Phone objection handling

3. 18:33

   doing them one by one sequentially we built a playbook with our friends at responsive on different proposal accelerators that you can use to close deals faster grab it in the show notes next lesson this is my favorite lesson of them all ask five reps what their product does you will be lucky to understand one nobody wants your single source of truth an optimized business “process or a leading provider of a product that they never asked for pitch problems not solutions” so we've talked about what we call the problem proposition a lot in the past and I'm amazed no matter how much we talk about why it's important to lead with problems not solutions how many people still leave with solutions but not just solutions solutions that absolutely no one can understand

   In Pain-point messaging

4. 22:37

   And so finally, I was like, damn, this isn't working. What if I just opened with, I read the interview, and I'm wondering if I can tell you what I saw that made me call you. So I call him another time, he answers, he goes, hello, and I go, Dave, I just finished reading your interview in the Super Lawyer magazine, and look, I'm going to be honest, “this is a cold call, but it is a fairly well researched one.” And I'm wondering if I can get half a minute to share what you said in that interview that made me call you in the first place. And he goes, all right, you got 30 seconds, and I booked the meeting. So I learned sometimes if you're not getting through with an untailored PBO, you've just got to lead with this is the research that I saw, tease it and be like, can I tell you

   In Cold call openers

5. 29:23

   And I promise if you do that, you will be able to squeeze out more kept meetings with the exact same number of dials and conversations. And to bring it home, what better than a lovely leadership tactic, which is the really unsexy way that I turn around most SDR teams, I can turn around the vast majority of SDR teams “by number one, teaching them how to call the right prospects.” Number two, giving them a context first opener and a problem proposition. Number three, mandating 200 dials per week. Half of the battle is giving them the tools. Half of the battle is simply raising the standard. So when I was first turning over the car to SDR team, I got thrown, frankly, like a warm

   In Team and roles

6. 31:01

   So you flip 1, flip 2, and then I hired 1-2 reps who were also willing to do the same. We ran what I call shuttle runs with the team. If you're familiar with a shuttle run, it's when you run to the 5-yard line, you run back. You run to the 10-yard line, you run back. 20-yard, 30-yard, etc. Until you go across the football field. And so with every single rep “on the team, we would do working sessions. And I would be like, great. Find 5 accounts that you” think are A-tier accounts. Show me the 5 accounts. Great. Before you move on, let's make sure that these are the right accounts. Show me who you're going to reach out to on the accounts. Great. Now that you have the right prospects, cool. Show me the first emails you're going to send

   In Account selection and tiering

7. 31:06

   We ran what I call shuttle runs with the team. If you're familiar with a shuttle run, it's when you run to the 5-yard line, you run back. You run to the 10-yard line, you run back. 20-yard, 30-yard, etc. Until you go across the football field. And so with every single rep on the team, we would do working sessions. And I would be like, great. Find 5 accounts that you “think are A-tier accounts. Show me the 5 accounts. Great. Before you move on, let's make sure that” these are the right accounts. Show me who you're going to reach out to on the accounts. Great. Now that you have the right prospects, cool. Show me the first emails you're going to send to each of these prospects. Great. Now go dial them. Okay. You dialed the prospects. Great.

   In Account selection and tiering

8. 31:12

   it's when you run to the 5-yard line, you run back. You run to the 10-yard line, you run back. 20-yard, 30-yard, etc. Until you go across the football field. And so with every single rep on the team, we would do working sessions. And I would be like, great. Find 5 accounts that you think are A-tier accounts. Show me the 5 accounts. Great. Before you move on, let's make sure that “these are the right accounts. Show me who you're going to reach out to on the accounts. Great.” Now that you have the right prospects, cool. Show me the first emails you're going to send to each of these prospects. Great. Now go dial them. Okay. You dialed the prospects. Great. Let's listen to these calls. Now I've done checkpoints for 3 critical pieces. Number 1, I've made sure that you know how to contact the right accounts. Number 2, I made sure that you

   In Prospect list coverage

9. 32:17

   and have success, at the beginning, it looked like 200, 200, 200, 50, 50, 50, 50, 50. And then the next week, it was 200, 200, 200, 100, 100, 100, 50. And then soon enough, the entire team was doing 200 dials. And when they ramped up the volume, they were doing 200 dials on the right “prospects with the right talk tracks. So half the battle is giving them the right tools to just know” this is what a good lead looks like. And this is what a basic opener looks like. And then half the battle is just making sure that people actually pick up the phone every single week and make a

   In Outbound activity targets