Sell Playbook: The Ultimate Cold Calling Masterclass

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1. 7:01

   as if they would be generous enough to spare a moment of their time for you, this inferior telemarketer. So throw both of those in the trash. So the key to a good cold call opener is not asking, how's your day going? Or did I catch you at a bad time? Or frankly, using any other templatized cold call opener. “And the reason for that is all of those openers are fundamentally canned.” And if someone else has used that cold call opener before, your prospect is going to automatically categorize you as a telemarketer, just like them. So the only thing that cannot be canned is if you lead with something about them, you lead with context. So there are two openers that we're going to give you.

   In Cold call opener mistakes

2. 7:14

   Or did I catch you at a bad time? Or frankly, using any other templatized cold call opener. And the reason for that is all of those openers are fundamentally canned. And if someone else has used that cold call opener before, your prospect is going to automatically categorize you as a telemarketer, just like them. “So the only thing that cannot be canned is if you lead with something about them, you lead with context.” So there are two openers that we're going to give you. The first is called the heard the name tossed around opener, and the second is called the tailored permission opener. And both of these openers start with something about them. So let's start with the heard the name tossed around opener. My goal on a cold call is for them to forget that it's a cold call.

   In Relevance-led cold call openers

3. 10:00

   That's the tone. Almost like you have your feet up on the desk. That's your first opener. It's the heard the name tossed around opener. You lead with context. You introduce yourself and you ask. They've heard your name tossed around. So I use a different opener called the tailored permission opener. And what this opener does is just like your opener, Armand, is. “I lead with context, but then I own the fact that I'm making a cold call.” I'm really, really transparent that this is a cold call, but then I actually use that brutal honesty as a way to get permission from the prospect to pitch. And so what that might sound like is they answer the phone and I go, Emma, I just finished reading your press release about the new office opening, and I'm going to be honest, this

   In Permission-based cold call openers

4. 21:13

   what would you get out of meeting with us even if you didn't buy? So let's break that down step by step. Step number one was to agree with the objection. So for example, if someone says something like I've got no budget, I want to remove all pressure and almost surprise them with the fact that I'm going to agree with them and not pitch. “So if they say no budget, I'm going to say totally get it, man.” Look, nowadays, it's honestly harder to keep a tool, let alone it is to buy something new. Or if they say I'm not interested, I'm going to say I totally get it. Look, honestly, I should have assumed that you'd be all set. Otherwise, you probably would have reached out to me or if someone says call me in six months. I should have said I guess if you were totally ready,

   In Price and budget objections

5. 35:35

   So we're going to leave what's called a double tap voicemail. So only two voicemails because we don't want to spend a million hours doing this. We're going to leave two short voicemails in those voicemails. We're going to lead with context, but not pitch in the voicemail because that will get it immediately deleted. And then we want to direct them back to the email. “First voicemail is only going to be 15 seconds long and it's going to be context only.” Similar to the heard the name tossed around opener, I'm going to reference the way that I know them and nothing else. So here's what that sounds like. Hey Nick, we work with a few scouting partners in the LA office. No need to call me back. I'm literally about to hit send on an email just so we don't play phone tag. Again, replying and letting me know if it's even moderately interesting. It'll come from Armand at Northwestern. Cheers.

   In Voicemail message structure

6. 49:00

   email. And you'll say, Hey, Nick, we prepared a lot for this one. It would be great if we could get back on the books. I've moved our invite to Thursday or Friday this week and suggested a couple of backup times. Would you mind letting me know if any of these ones work? That's how you maximize the number of people that actually show up. All right. So now that we've talked about how to maximize your dial conversion, let's talk about how we maximize “our dial volume, which is the number of calls that we're able to make good calls, mind you,” in any given period of time. If we can make more good calls in less time, we should book more meetings. And so there's a couple of ways that you can maximize your dial volume. And so the first rule to maximize your dial volume, I think, is the most important, which is you should be

   In Daily dialing capacity

7. 55:38

   up your call research and calling, pulling up your call research and calling. Don't let distractions get in your way. Rule number five is do not linger between dials. If you book a meeting, send the calendar invite and make the next dial. If you connect with the prospect and they hang up on you, you can't wallow in self-pity. Pick up the phone and move right on to the next. “The phone should always be ringing or connected with the prospect during your dial blocks.” And folks, we have officially finished your 60-minute cold calling playbook. You know how to open a cold call. You know how to deliver the problem you solve. You know how to handle objections, bypass gatekeepers, leave voicemails, maximize your call conversion, and get as many

   In Parallel dialers

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