Hall of Fame: Josh Braun

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1. 2:38

   out their phones, and they will look at the product and just buy it online, and then just walk out. And I was just wondering, like, how are you dealing with that? That's called poking the bear. You're asking a question that's going to get people to think differently about how they're getting the job done, and what that usually does is it makes people lean forward and go, whoa, whoa, whoa, what do you mean? “And that changes the whole dynamic of a cold call.” So my first tip, poke the bear. Love it. What's number two, Josh? Number two is detaching from the outcome. So when your intent is to book a meeting, and when your intent is to persuade everybody, you end up saying and doing things that feel salesy. And when people feel the push, they pull away. Nobody likes being sold. You don't.

   In Belief-based messaging

2. 8:36

   cost of inaction. Sometimes prospects don't know what they don't know. That's your job as an outbound rep. This gets back to poking the bear. Most of the time when you reach out to someone, they're getting the job done. Your job is to tell them something they don't know, that can hurt them. “And to show the cost of inaction so that they can decide if it's something they want to pursue.” Josh, you've talked about this jobs to be done theory a couple times, and I've been following you on LinkedIn for a while. And it looks like you're using those two things, the jobs to be done and the eliminating question to formulate your prospecting approach. And I'm wondering if

   In Cost-of-inaction messaging

3. 16:03

   they're red. So, if I don't perceive in your message and how you're saying it, this is any different than what I'm doing, you're going to get an I'm not interested. Or if the problem isn't relevant, or if I'm making progress, or if I don't have the big enough problem, like I'm making progress, you're going to get an I'm not interested. So, that's “culprit number one is, you're not relevant. It's not a relevant problem.” two is a reflex reaction to a salesperson. And that is caused by you saying, my name is Josh with Acme and I'm a sales consultant, and I'm with Josh Braun Sales Consulting. Culprit number three is, it's interesting, but not right now. So, it's interesting, but

   In Not-interested objections

4. 17:48

   Is it that this isn't really something that's, you know, you've got something you're happy with? Or is it something like you're not really have any projects like this? Or you just think like you can't stand getting cold calls? Frankly, I don't really like making a meter. I might say something kind of like that. And what that's going to do is it's going to just sort “And the delivery is everything.” And the reason I'm able to deliver it like that is because I've practiced that flashcard for 10 years. Literally, I've refined it a little bit, I've changed a little bit, but I've been you guys have been selling for a while. That's probably the biggest objection that I used to hear before I flip my script a little bit started doing a little bit differently. I'll give you another example, because I know you guys love tactical stuff. So those Ryan

   In Objection handling

5. 19:16

   to book meetings with prospects, credibility statement. Reason I'm calling looks like you have SDRs. Reason I'm calling is that I'm hosting an event where I'm going to be sharing my slideshow call five ways to start conversations over cold email that you're probably not using. “I was just wondering if that's something that you'd find interesting, or do you hate cold emails,” hate getting them hate sending them. And I was sponsored by postal, they were going to ship these people beer. So I'd also say you're also going to get to enjoy some craft beer along the way. Is that something you'd like to see? Or do you hate cold beer and cold emails? And you guys could listen to the recordings on Ryan Reiser's channel. Like, I want to say 90%

   In Question-led cold call openers

6. 20:04

   to somebody else. What do you think I'm a rat? What do you think this is a restaurant? I have no idea. What about just a slideshow? Is it all about the beer for you? Because if it's not, we're not going to get along. I'm pulling back. Because I'm not so desperate. I'm like, the offer so good. So this is another kind of cold The whole cold calling secret is, I'm aligning with where the buyer is. “I'm offering something educational that the buyer is probably interested in” to kind of get the conversation going. So I'm not thinking about the sale. I'm thinking about teaching. I'm not thinking about prospects. They're a student. It changes the whole mentality of a cold call too. If you're reluctant to call and you're offering something education that you are teaching as a sales rep because you've partnered with marketing and you've made your own five-slide deck on something that you're going to teach

   In Offer and messaging

7. 21:18

   You just want to stay down there with him? Or do you guys want to go up to like Cardone and those kind of guys? I'm making stuff up, but you kind of get the vibe of it, right? And that bit at the end, do you hate cold emails or do you hate cold calls? That's a Voss technique. That's a typical, no, I don't hate them. I love beer. Like that's kind of rather than do you want to do this? How's Tuesday at five? “That's the pressure, right?” That's everybody. Do you have your calendar out? How about Tuesday? How about Wednesday? You can feel the push there. So Josh, this is pretty different, I think, from the, I guess the traditional cold call openers. And definitely I even think some of the ones that I've heard in the past is, I think you've talked about it before where you say like you want to describe

   In Meeting-setting asks

8. 28:40

   Number three, there are three reasons why not interest happens. It's either your product isn't relevant to them. You led with your company and they're on the defense or number three, they could be interested, but it's not a good time. The way you handle this is you diffuse it by mirroring them and then get to the actual reason they're not interested. And then lastly, number four, two different cold call approaches. “You can start with poke the bear or you can start with the invitation.” You can try to generate some interest with education. In other words, say I was wondering if you could help me out. I have X, Y, Z collateral, and I was wondering if that was interesting at all, or if you hate X, Y, Z. And that's it. Alrighty, Nick, how can people help us out? Well, Armand, I got to tell you, I am a really big fan of guacamole, specifically the chipotle guacamole.

   In Cold call openers

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