All right man ready to get deep let's do it excited for this one oh yeah this is going to be one of the deepest if not the deepest thing we've ever done when it comes to coold calling the goal today by the way just for everyone's reference Connor is going to walk through his experience and beginning to end of where he started and what he's developed now but you at the end of this video it's going to be a super deep dive I'll be Fully transparent but our goal is to give you a framework that
you can directly take and use in your day job and just for everyone's reference to Connor is our lead instructor of the cold call Mastery community in the description at higher levels um obviously Connor I know we've made some other videos in the past about cold calling and I'll hand it over to you to to kick it off yeah thanks Eric and just for everyone's reference I probably Similar to a lot of you I started in Tech sales at Oracle six and a half years ago making cold calls first day out of seat out of
training and probably experienced a lot of the challenges you face over that time I've made tens of thousands of coold calls I've coached hundreds of reps to train and I developed a framework that I found not only works for myself but I've seen it work immediately for people I've taught it to and there's a very good chance You're going to get some really good nuggets throughout this video that are going to really help your coold calling efforts no definitely and just for everyone's reference there are time stamps below if you do want to jump around
but we're going to build this sequentially in order to really build up to an entire framework that by the end of this again you'll be able to take it to your own job and use it literally today um but Connor I know one of the Things you wanted to address as we get into it is why cold calling is so important maybe we start there and we'll keep peeling it back yeah because I mean if you're going to watch however long this video ends up being you have to be bought in that cold calling is
important and there's this narrative that's been going around recently like I'm here cold calling is dead and I just think you're genuinely being led down the wrong path if you take that and believe it yes There's other channels email can be great LinkedIn can be great but email especially is starting to become so saturated like it used there was a golden era where you could just get by whether you're an AE and SDR just through email for pipeline generation now everyone's inboxes are so flooded it's so easy to automate and blast out emails everyone's doing
them I receive them they all look the same they don't they all don't come off as natural or Personalized there's something to be said about having the ability to pick up the phone and just I don't want to be cheesy but it is like a sales superpower like to be able to pick up the phone and know you can generate pipeline at your will like if you get someone live there is a good chance you have the ability to set a meeting and therefore generate Pipeline and frankly there's a lot of people in Tech sales
who are 3 five years into their career who never Learned how to cold call they're they're still only using email to this day so it really is such an important unique skill that you'll have for the rest of your career but you'll feel like something's missing if you don't learn how to do it yourself yeah totally and I would even add for my own career it's whether or not you're cold calling as an SDR or account executive if you do it particularly well I think even now it's more important that once you build Rapport with
a prospect and you actually show that every time you call you have something meaningful to say it just compounds and you have a direct line tons of benefits I'm sure we'll get into and one of the things you wanted to mention too is just setting the stage I know obviously there's tons of stuff on LinkedIn YouTube Tik Tok whatever it might be cold calling advice what are some of your problems with a lot of the mainstream like coold call teachings and Trainings that are out there yeah there's almost two camps like there's the sales enablement
type trainings which are a common at a lot of bigger midsize to bigger companies and then there's where you go to on YouTube or LinkedIn because I was that SDR who I got out of training and just a little bit about my backstory too is and I've told this before but for those of you who may not have seen me before heard from me I started out like I like to Think I had the right mindset like I came in before like 3 months before I had read all the books I'd read the Challenger sale
and and all of them I was all hyped up I'd studied Sandler Sales methodology and I thought I was going to get in I was going to show up early work late and just crush it and be that number one top performer right out of the gate and what I found was a lot of the stuff that sounded good and and worked in in the training and the stuff I was learning on YouTube and when I'd practice it behind the scenes sounded great but when I actually got someone live and they said hello and I
started deploying some of those tactics I immediately was receiving push back and that could be in the form of like hey buddy take me off your list like right away I'm not interested or it could be just in their tone like they're they're very clearly not comfortable I haven't given them enough context and I was Wondering why because I was putting in the Reps but not getting the results that all of these trainers and people on YouTube were saying that they were getting and I think part of it and we could really dive deep into
it is there's a disconnect between who's teaching it and who's actually employing the teaching so a lot of people teaching it have been doing this for 5 to 10 years but maybe haven't done it themselves in a while but they're doing These over-the-top techniques like o open-ended directional questions you want to ask upward questions and downward questions for more detail and rightward questions that are more about positive impacts like what would a solution like this do for your business and then leftward like which is what are the consequences of like if you don't do anything
and you're getting these brand new sdrs that have never made coal calls before and teaching them these super Complex cold call processes that don't have any structure they don't have the ability to riff back and forth and their confidence falters and then it rather than teaching them a repeatable easyto ous structure that they can employ they teach them these super complex even at the openings it's like hey I'm a little lost here like I don't want to call any names out but they teach them these over-the-top techniques that sure when these people say them they
sound good I Don't question a lot of these people that they've been successful in sales but is it the right technique to teach a brand new person who's trying to learn how to coold call a quick analogy I'll use and I've used it in the past is like if you're getting someone who's never been in the gym before in their entire life and you're trying to teach them how to get in shape are you going to maybe on paper the the best program would be some like super complex like two a day Structure where they're
doing like hang cleans and all these complex movements but in reality you should just be teaching them the very basic movements that are going to get them 80 to 90% of the way there like teach them push-ups teach them sit-ups maybe bench press if you want to get frisky or like some of these other basic movements and it's the same thing for Cole calling you have to meet these people where they're at you have to meet the Reps and give them Something that will help them develop confidence and give them some repetitions where what I
found was when I was trying a lot of this stuff when I was new I wouldn't even have the capacity to learn any from the conversations I'd take them through the right word and then the left word and then they'd hang up on me and I'd be like what just happened and how can I improve this going forward and I'm so nervous about what they're going to Say next I didn't feel like I had like I was like how do how was I even going to turn that into a meeting so longwind did answer but
yeah I get passionate about this because I just remember how excited I was to do well and having the complete opposite experience when I started out before finding a new framework that I used to this day and have taught hundreds of people that totally flip the process on its head for me yeah just for reference like Connor has made trainings At Oracle taught literally hundreds of sdrs your team has a track record of being top performing team I know now you're an Enterprise account executive as well um maybe also staying in where you were that
new rep you're having a lot of problems where you're probably just more thinking about what question you should ask than actually listening and having a conversation what were some of the things that started to really turn it around for you and start to have Repeatable success yeah and here's another example I've told in the past where this was sort of where I had this realization like something's broken here something's not working I was like six weeks into the job probably not still and keep in mind I was the last SDR on my team to book
a meeting over the phone I don't think I'd booked one up to this point and I had this call where I'm like I'm on fire right now like directional questions I'm I'm like boom boom boom This is totally going to lead to the meeting the person's engaged and then probably I didn't I thought I sounded confident but they could tell like something's a little off here and there like you know what actually just shoot me an email um I'll circulate it to my team and get right back to you I actually have to hop on
a meeting right now but um I'll look out for it bye and I was like are you kidding me that was the best call I ever had spent 10 Minutes on the phone with them and I like one I didn't get the meeting but two I just had this realization that like one this is taking me way too long to make cold calls the coold calls themselves are lasting too long and I'm not even asking for the meeting on a lot of these calls and what I sort of started to realize is if you don't
ask for the meeting really what we're doing here when making coal calls as sdrs especially is we have a pipeline goal we Need to set a certain amount of meetings to reach that pipeline goal you can't set meetings if one you don't make enough coold calls because it's taking too long to do research in between call calls and two if you don't ask them for time on their calendar you don't have a chance at booking the meeting if you remember learning about math in high school it was if you go from a 0% to a
non z% chance of booking the meeting that's technically an infinite per Increase by getting yourself on the playing field so I decided from now on I'm going to take control of these cold calls and structure them in a way that positions me to give myself as many shots on net as I can I want to be asking them for the meeting giving them enough context being ready to handle the objections but all of my responses and and what I'm positioning on the call should be centered around why it's valuable for them to take the meeting
so I started developing this form framework that I call the value statement framework where instead of giving the control over the Prospect and asking them a bunch of questions survey style and hoping they generated enough interest to where I could go for the meeting I more decided I'm going to take control tell them who I am why I'm calling and what I want those are the three questions you need to answer when a prospect answers the phone they Realize all of a sudden I wasn't expecting this call I don't know this person what do they
want from me this is how you can avoid that defensive tone where they're like where'd you get my number and I'm not interested if you can just take control immediately answer those three questions now you're coming from a much stronger frame you've subconsciously told them a lot about yourself that you're capable of being concise you've named priorities and Challenges that are relevant to them we'll go into the framework in a second but I just decided I'm going to go down swinging and position myself to to give myself as many shots on net as possible throughout
the coold call and then what it becomes about is through improving your Technique your tonality your pacing your confidence what types of questions you're asking the value statement itself and what priorities and challenges you're naming you can increase those Shots the probabilities of those shots on net going in over time so it's a very left-brained way of approaching coal calling where I'm more taking control of the process and actually measuring it while I'm doing it yeah and I I think this is really good precursor information too I know mindset we can definitely get into that
is a bit of a dicey word like that yeah so in terms of mindset like that's another thing I think in terms of training and YouTube And out there there's too much like Tony Robin style sales mindset stuff where it sounds great and it's like cool calling is a path to understanding yourself and unlocking like your inner Potential from a place of abundance exactly and it's like okay now pick up the phone and use that information to make a dial and it's like you can't and it's like that stuff's great like if it's helping you
stay motivated cool but don't think it's making you better at coold calling I Like to focus on actual techniques because I think the problem and why people aren't confident and it comes across in their language their tonality is because they don't have a process they don't know what to do they ask a directional question and they're so worried about what's going to come next when they start talking the prospect can sense that everyone says tonality is 90% of your communication on cold calls and we'll get into tonality later but if you Don't sound confident because
you don't have a process in place like I want to focus on giving you actual techniques you can follow because that's going to make you confident not like the Tony Robin sales motivation yeah Stu and I would I would add to like a couple of different symptoms I've seen myself and also with purus especially when I was in SDR is yeah it's like maybe you are confident but you keep telling yourself it's the script you've got to change Something about what you're asking and you're not trying the same thing enough to actually know if it
works or not and here's here's a quick mindset thing too that was a big shift for me and that I really focused on when I was an SDR manager making sure reps understood this is that we are valuable to prospects it sounds cheesy to say like let me explain myself for a second and that what I hear a lot is reps and I experienced this too is you have impostor syndrome you come In for me like I worked at Oracle we sell a million different things we're calling into it leaders and line of Business Leaders
and in my head I'm like at the time I'm like I'm 22 years old I'm speaking to someone who's been working in their industry in their line of business for 20 years I barely understand Erp systems or what we sell yet and I feel I felt like I was bothering them I didn't feel like what I was doing was actually helping them And that's part of why it's so important to help reps get meetings on the board as soon as you can so that they can get on these calls and realize customers actually get a
lot of value out of this stuff like they have priorities and challenges that are going on in their business they talk about them with their leaders they talk about them with on like bi-weekly syncs like we could be closing our books faster it's taking us way too long to plan and forecast and We're not doing so accurately and you're reaching out cutting through the noise because they don't know who to reach out to like they might have a problem but there's a million different vendors they don't know to how to reach out to Conor Murray
at Oracle or whoever you are at your company and you're cutting through and telling them here is exactly who I am why I'm relevant to you what priorities and challenges we solve the business outcomes and what you're Looking for time on their calendar and now you're a valuable resource to them going forward that's what you're positioning yourself as but the reason it's so important to understand that is because it comes across in your tonality and your language when you feel like you're bothering prospects here's the most common example where I see that come out in
cold call scripts is when it comes time and it's total killer if you only take one thing away from this video This is it when it comes time to ask for the meeting reps because they feel like they're bothering they want to play nice and and not bother them and they'll say things like okay great and if you're interested I'd love to set up some time next week if possible they put these little caveats on there that essentially say hey you don't have to take me up on this like like if you do that would
be great like it would I'd love to set up some time but we don't have to and it Makes the path of least resistance for the prospect to say uh no maybe send me an email maybe they'll be polite but I like to convince reps that what you're doing is actually valuable this is why it's important to work for a company and a platform sell a platform or a product you believe in so that you genuinely almost have this mindset that like the prospect would be ridiculous not to take you up on a 15 to
20 minute meeting at the very least like they're going to Learn something at the very least so it's understanding your value and that what you're act even though you may not understand everything or the whole buying process yourself yet that you work for a great company that has a market position for a reason like most companies go out of business so chances are if you're working for a suc whether it's a successful startup or a more established company like they have they should be meeting with you and and dis Discussing these priorities and challenges that
they're focused on at the very least like because people get promotions from these Pro like if they take on a project with you and maybe you're not the one running the cycle yet but they take on a project and it's successful and they get ownership over the project it can lead to Promotions like at times like big pay raises like people love this stuff it's just they they don't you have to convince them That you're worth spending time with because everyone in the world is trying to set these meetings and that's why it's so important
to sound confident and concise on these cold calls like you're competent and that this is going to be a good use of their time potentially to spend another 30 minutes with you or even more and bring in part of some of their peers stake their internal brand on this um but yeah valuable to prospects yeah totally agree and Obviously this is what we work on in the cold call Mastery community that is in the description I know again like we'll get into the framework now and kind of the things that you do and how it
applies to every vertical but I think to that point it's like on the surface one we hope you get a ton of value out of this video and like have a lot that you can take from it but to your point it's like when you actually listen to the calls there's so many minor things I Know you talked about inflection when it's introducing yourself the difference between a downward inflection and an upward inflection I know we'll get into in terms of how a prospect perceives that it's a question of like how you doing today versus
like how you doing and it's the slightest difference that can literally make all the difference in the world like a slight up tone versus slight down tone and I know cuz I've listened to literally thousands of these Calls and that's where I'm like they need the little feedback like say it just like this no like that like you just have to run it back and it's once you find that right sweet spot it you instantly go from being not confident to confident it's like the little details like that no it's totally great and I I
think now would be a good time to kind of break into the actual framework so those of you that are listening this is where we're actually going to get into The overall structure again you'll have to take this and modify it but not only are we going to give you a framework like we have several examples from several different verticals like Connor's team's at Oracle he himself has sold to different personas different Industries different types of companies um so we're not just going to give you one and say like hey good luck uh we'll start
with the framework but then actually give you concrete examples and Real scripts that your team has used uh for different personas and and otherwise so yeah in what's key here is the framework it's something you can take and make it your own it's not exact words to say but it's to show you how it's like 80% the same depending on the vertical it's structured the same way every single time but you can replace what priorities and challenges you name and how you solve them depending on the personas that you go after and what your Specific
solution does but it's I call it the value statement framework I mentioned it earlier you answer those three questions who you are why you're calling what you want but it starts with the open too so here's a little bit how I teach it differently than a lot of what's taught out there a lot of people are like oh I want to have fun with my coal call openings do you have 27 seconds for me to tell you why I'm calling this is a coal call I know you Probably hate coal calls my opinion is like
I want to get what I call an assumptive formality I want to limit variance at the opening so that I can because again the goal here is to give myself a shot on net so that I can then get into that value statement so it's to lead off with an assumptive formality and that is where the tonality comes into play it has that downward inflection it's not an exact line I still just say how are you so hey Eric This is Conor Murray call from XYZ company how are you or how have you been or
it could be hey Eric how are you literally in your head just what is going to give me the best chance of getting a formality it could be a permission-based opener I make fun of permission based openers but if you can confidently say heic no I kind of called you out of the blue if um if you have 30 seconds for me to tell you why I'm calling I'll get right into it I don't Do them that much so I'm not good at the permission based openers but the goal is to elicit a formality however
you can that's with the downward inflection and that's it with the opening I don't like to over complicate the opening you can make lots of videos on it and speak to it and talk about these psychological principles but in the end I think the goal is to limit variance and get into your value statement so the value statement again is who you are why You're calling what you want and it's very simple generally I like to keep these 30 to 35 seconds you should time yourself because if you initially make a value statement it might
take you 45 seconds but that's because you just haven't rehearsed enough and the more you do it it starts to flow off your tongue you have it memorized you just cut down a little time here and there so really rehearse it but the who you are is very simple you typically just say Something like hey Eric this Conor Mar call from XYZ company how are you good I'm just reaching out because I like to say that because I'm pretty forceful at the opening so I like to balance it with hey Eric this is Conor Mary
call from XYZ company how are you good good yeah I'm just reaching out because and then I go right into it I'm part of the team it can be very simple I'm part of the team if you're reaching out to a specific industry I'm part of the Strategic Retail team that supports XYZ company regarding back office Financial applications that's it that's who you are that's how you're relevant to them it's you don't have to over complicate it and now if you made a list of a 100 people that work in finance in the retail industry
that is a script that's going to be relevant to them it is as to who you are so that's how you kick it off and then you get into what priorities and challenges you solve and How solve them it's typically two sentences so good I'm just reaching out because I'm part of the Strategic retail team that supports XYZ company regarding back office Financial applications and I'm just reaching out because we work on priorities related to and then this is where based on their title you name two or three things that are relevant to them so
I'm just reaching out because I work on priorities related to strategic planning budget forecasting scenario Modeling and we work with retailers to do this by eliminating the amount of spreadsheets they're used so now we're getting into to the how we solve them eliminating the amount of spreadsheets they're using reducing Silo data sources and putting everyone on a common data model and now you've given them a lot of context as to who you are and why you're reaching out so I'll just run this back and give some I'll do a finance example again from the top
so yeah I was going To say like just forever yeah quick pause we'll take all that now and do a solid run through so hey Eric this is Conor Murray call from XYZ company how are you uh I'm good how are you doing well good I'm just reaching out because I'm part of the team here that supports XYZ company regarding back office Financial applications so we work on priorities related to strategic planning budget forecasting and scenario modeling usually by reducing the Reliance on Excel and automating a lot of those monthly Financial reports you have to
do so we'll be your main points of contact here for any priorities you have in these areas resources you may need anything like that okay and then that's where you pause so this is before I get into what I want that's where I pause and I get their feedback if it's positive then I'll pretty much transition into and yeah I Know I kind of called you out of the blue here so I was actually more just looking to set some time next week just to get introduced and aligned with your priorities going forward how does
your calendar look on Wednesday or Thursday um yeah it's uh I I don't know I'd have to pull it up yeah you can pull it up right now how does it pull it up Eric but so it's really the structure here of Who You Are and so here's another thing they don't Teach in sales training is how to be efficient at coal calling because it's one thing to have a targeted script each time you make a coal call but if you have to pull up their LinkedIn and do research on their company and spend five
minutes in between every coal call you're only going to make 20 25 dials a day the purpose of this and that's a very generic basic example but the purpose of this is if you said that to a list of 100 Finance people that you Added to a list chances are it's it's going to sound pretty relevant to them and the more you do it and the more confident you sound the better you're going to get at it yeah for sure um and I I know we're going to break down other examples as well and also
common objections that's kind of where my mind goes to as well I know we were kind of role playing there for the calendar example but let's say you get through everything that you just mentioned and They instead of saying instead of agreeing to a meeting like what are the common objections you're getting there and then how are you overcoming those so here's back to my framework now of giving yourself as many shots on net as you can so yes there is a time when you want to open up the conversation based on the objection they
give you but I think a lot of people forfeit a shot on net or a probability of booking the meeting so a common one is like hey Connor thanks for reaching out we actually already use ABC for our planning and budgeting system so I don't see why it makes sense to me instead of going into asking them questions about any priorities they have in the future how's that system going for them anything like that I want to double down and sell the time another way of saying it is is acknowledge their concern and tell them
why it makes sense to meet anyway this is your second shot on net So your first one was when you told them who you are why are calling and then stated what you want that you were looking to set up time this they've objected hey we already use XYZ or ABC company as a planning and budgeting solution I would immediately meet them and say got it yeah that's actually why I was reaching out we work with customers of X competitor all the time so if there's ever a fit we can move ahead but I think
it at least makes Sense to get you introduced to the rest of my team going forward because we'll be the main ones supporting you here in all of these areas for the foreseeable future so does Wednesday work for you and now you've just given yourself another chance at booking the meeting because you guys would be very surprised a lot of people actually receive your value statement well what you said sounded targeted and relevant to them and different than the average coal call Where they lead off with a bunch of questions survey style and they don't
even know what the call is about you've made your intent clear but their first instinct is to push back a little a lot of times it's subconscious they're like they find some excuse as to why it doesn't make sense to meet and simply by you immediately meeting them at the end being prepared I tell people to literally make flash cards for the most common examples for this step if you can Meet them at the end Double Down like you're unphased and you're very assumptive in setting this meeting like you're expecting this meeting to happen and
they will have to break your assumption you've just given yourself another probability of booking the meeting that you would otherwise be forgoing had you gone because now if they push back on that like hey we already work like exactly what I just said like that's why I was reaching out And they're like ah and they have some other objection but now they're engaging with you now you've probably been on the phone with them for a minute at this point and this is where you can open up the conversation and start giving them a little bit
more context as to how you work with people like them or how you work with customers in that industry and handle that objection that way and we have some examples I'll cover in a second but that is when you can open up The conversation so this is the biggest difference I have with this framework compared to the typical sales training is that we I think we the burden of proof is on us we have to deliver Value First and and pattern interrupt them a little bit and convince them hey we're different I'm going to get
right to the point I'm not here to waste your time I've named some priorities that sound very relevant to you how we solve them and I've made my intent clear now you're Doing that Discovery if you want to call it that an objection handling from a much stronger frame where the typical sales training teaches give them a little context but then so what priorities are top of mind for you going into fy2 and it's like you haven't earned the right to start asking them qu you've just interrupted a busy working professional this Finance guy I'm
calling is probably ripping through a bunch of different spread sheets has a Bunch of people pinging them and I know this because I've had this happen to me I've had people call call me while I'm on my job to sell like sales automation tools like they think I'm a decision maker at Oracle which I'm just not but I'm like in my head I'm like I have a meeting I have a customer meeting meeting in 2 minutes I don't have time to answer a bunch of questions right now but if you just got to the point
told me what you did and why it might be useful To me yeah I might set up some time with you next week if you get if you made it easy for me but that's the whole point is now if they're still objecting and going back and forth with you they're telling you they do have time to spend on the phone they are moderately in intrigued by what you've said they just need a little more context and a little more value out of you to convince them that that it's worth setting aside more time to
meet with them yeah for sure and I know uh I mean this is incredibly deep and I think now would be a good time too if it works for you to actually give different examples of things that you've coach our prepared some let me let me pull this up and just for everyone's reference too this is the kind of stuff that Connor is teaching in our Co call Mastery community and we actually work to give you direct guides and actually tailor it through live coaching as well to not just say hey here's what you Should
do because quite frankly that's what this video is doing it should be giving you a good Launchpad but these are examples of real scripts that Connor has helped people in their specific and vertical develop yes and so and before I go into this too a key part of this process that I haven't really gone into to much detail yet is this process of coiling the spring so you don't just randomly rifle through these different scripts it's what I said about coal Calling efficiently is different than being an effective coold caller on each individual coold call
part of it is if you're going to make a finance value statement or an HR or a marketing value statement you also want to spend the time to make different lists by person within that industry So within Finance there's VPS of fpna there's controllers there's accountants each of them care about slightly different things so you're going to name slightly different Priorities and challenges that you solve based on who you're calling but the goal is to make these really large lists of these personas so that all you need to know is their name and the name
of the company they work for to know that what you're going to say is likely going to be very relevant to them you don't need to pull up any company information or LinkedIn so here's another example of a Basic Finance one similar to the one I just did so it's I I was going to say Before we jump into that I just want to call out too like your adamed especially early on and this video I would guess is for people just beginning or intermediate level cold calling ability it's like you actually have this up
when you're making calls and you actually have your objections ready to go so like this level of planning gets you to the point where maybe you don't need to look at it like you just rifted off the cuff earlier because you've done it so much But like these are the little details I just want to add color that the average person is not doing they they just they get disc they're uncomfortable and they want to just feel like they have the solution instead of actually taking the time to diagram this out and to say it
so many times that it's second nature G to their head they can say it flawlessly I have 80 different personas at least that I could call into there's no way you memorize all of them but it's you do The work to create them up front and then yes you don't sound red when you read them out loud like you'll see I'm going to riff through quite a few examples here that could apply to a lot of people so Finance again I'll skip the beginning hey so and so Conor Mar calling from XYZ how are you
good I'm just reaching out because I'm part of the financial applications team that supports XYZ company regarding back office Erp applications and we work on Priorities related to strategic planning budget forecasting and scenario modeling usually by consolidating financial data from siloed sources reducing Reliance on Excel spreadsheets and automating a lot of those monthly Financial reports so I'll be your main point of contact here for any priorities you have in these areas resources you may need anything like that similar to the one I just did now let's say I made a list of Finance people that
specifically work in the Insurance vertical let's say you do you have a financial services territory there's banking there's financial and services sorry banking Insurance like different verticals you can sound more specific and give off more value value by making slight tweaks so here's a different example that I've made before good um so blah blah blah good I'm just reaching out because I'm a business development manager here that works with insurance organizations on priorities Related to claims and analysis fraud detection and risk assessment usually by working with customers to implement bi capabilities that segment customers and
analyze claims in real time and also create customizable dashboards that are interactive and made for self-service reporting so I'll be your main point of contact here for any priorities going forward in these areas resources you may need anything like that so it sounds very similar and when they're written Out they look very similar but instead in the first one I was kind of Broad and just said strategic planning budget forecasting scenario modeling in this one I said claims analysis fraud detection and risk assessment it's more specific to someone in insurance now let's do life science
good I'm just reaching out because I'm part of the Strategic life science team that supports XYZ companying regarding back office Financial applications and we Work on priorities related to clinical trial planning um cash Runway forecasting and commercialization usually by working with life science customers to integrate and centralize their data sources to track clinical trial budgets in real time run accurate scenario models and accelerate the commercialization process so don't do what I just did and look over to you midp like stay focused on it but again it's mostly the same I'm telling them Who I am
but positioning myself as the Strategic life science team and instead of insurance where I named claims analysis in this one I talked about clinical trial planning that's specific to life science cash Runway forecasting so just a couple more examples because now I'm going to do a different line of business this so it's like say you don't sell financial management software you sell HR software here's how you can use the same general framework if you're Calling someone in HR so hey so and so this is Conor Murray calling from XYZ how are you good I'm just
reaching out because I'm part of the hris application team that supports XYZ company regarding HR applications and we work on priorities related to talent management workforce planning and recruiting usually by working with customers to do things like automate much of the onboarding process create a single employee data model for all of HR and Better forecast future talent and staffing needs so I'll be your main point of contact here for any priorities you have in these areas going forward resources you may need anything like that and now you could call 100 HR people and that's probably
going to be a good starting point now you obviously want to take these and make them more specific based on what you know about your company and the specific pain points that the personas you go After like care about but it's e easy simple repeatable framework where you're immediately giving value and remember you pause at the end like anything like that you'd be surprised it could be uncomfortable for 1 to 3 seconds but a lot of times people just are like okay like where did you say you were calling from again okay thanks for reaching
out I'll write your name down and they might start to ask you some questions for more context but that's where you can start To get a gauge of like did this person seem to receive it positively because now you have that bullet in the chamber where you're like yeah great and I know I kind of called you the blue here so I was actually more looking to set some time later this week just to introduce you to our team and get aligned with your priorities going forward are you free on Thursday afternoon and that's kind
of the framework I'll do one more example HR in Retail so now we're doing that same HR framework except for an HR person that specifically Works in retail so hey Conor Murray how are you good I'm just reaching out because I'm part of the hris application team that supports XYZ company regarding HR applications and we work on priorities related to employee engagement onboarding and development and workforce planning usually by giving retailers a scalable LMS system for quick on demand learning AI tools to Analyze real-time employee feedback and the ability to optimize hiring and Staffing levels
on a location by location basis so I'll be your main point of contact here for any priorities you have in these areas resources you may need anything like that nice and one other comment I'll make is notice how the frame that I tell reps to hold is an assumptive frame I'm saying that basically telling them here's who I am and why I'm important to you what do you Have to say to that and they're really going to have to break my frame to tell me they don't want to meet it makes the path of least
resistance when I go for the meeting like I'm expecting this to happen not asking if they're interested or if it would be worth their time or if they're possibly free like I'm I have a very downward inflecting tone throughout that I've been very concise you can time those I'm guessing they were all around 30 seconds or so it sounds like a lot When you're getting out but in reality it's not that much and and Prospects a lot of times they're not logically registering every word you're saying they're just in their head like w a lot
of this sounds relevant to me they're very concise I haven't heard someone call like this before maybe they are worth spending more time with like maybe if I was to take another call with them this could be a good use of my time I might learn something maybe it does turn Into a project that I can bring up with my leadership next time I meet with them all subconscious but that's kind of the goal here and then remember when you go for the the time the first shot the next shot on net is when they
give you an objection Double Down sell the time acknowledge their concern tell them it makes sense to meet anyway and then if they're pushing back on that which we can get into in a second here's how you can open up the conversation and and go The little more consultative route where you get do a little more qualifying before you set up the meeting because typically it doesn't just lead to you give the value statement they say sure thing yeah I'm free on Thursday okay bye and then you put the phone down like I get that
question a lot well like what about the show rates I'll go into that I think we should cover that in the end but like what about don't you need to give off a little value or do more Qualifying absolutely but now you're just doing it from a much stronger frame you've given them a lot more context to work off of and now you're not going to be fighting defensive tones you're going to be getting genuinely interest based questions that where they're just looking for a little more detail or context as to what will be covered
on this meeting but I do think you should be pulling it back to selling keep it focused on selling the meeting I Would rather set up this meeting and where I can prepare get with my AE and have that discussion there because if you have too long of a call call where it goes 10 15 minutes then they're like well what are we going to meet about like isn't this the meeting like what would what more would we talk about and a lot of reps box thems in there so y quite a few examples hopefully
it gave people some ideas of how they could take the framework and apply it to like I do This with people who work in cyber security Marketing sales like whatever they sell it's a repeatable framework that can be deployed no matter where you work yeah I think it it's key to mention too like obviously that's a higher quality start than most I also think too people often it's funny because we don't never come from the approach of like this is a psychological hack but I do want to just double tap on the fact that when
you are leading with this yeah it's Very different but again it it gets prospect's Minds away from how do I get off this call versus like wait what are they calling about and it gives you another swing at that which I think is just so important but also again like if we lead from the this psychological hack you know if we come at like a LinkedIn post and say do this one thing I think people take it they don't have the full context and they're not prepared because again that tonality that confidence is So important
throughout if you act like you're calling with extreme intention again you can't abuse that there there is a point where you're just kind of bullshitting but I think this is so important and like why it is important I hope everyone picks it up from this video but practice repetition actually writing this down and delivering it like 100% on point is is very ke the first time I started doing it and putting this framework into action I wasn't Necessarily all of a sudden booking way more meetings I could just feel I was like I can tell
I can get better at this if I just rehearse it behind the scenes and what it really did was gave me control if you're struggling with coal calling and struggling with some of the things we were talking about with like the modern sales training and the directional questions what I just did there notice how all the prospect has pretty much said is hello or some Variation of a formality sometimes they go off but but the goal is to pull it in and then you know exactly what you're going to do on every single call for
the next 30 to 35 seconds you know exactly how it's going to go where when you ask too many questions early on you create what I call variance and there's so many different direct oh I'm going into a meeting what's what's this regarding and when you're getting those questions too early it's hard to reel it back into the Intent of your call which is the meeting so the framework's designed to be repeatable scalable targeted at scale it's not going to be perfectly targeted when it's designed for large lists of contacts now if you want to
be set aside some like a accounts where you want to get really targeted then that's where I would go do some more specific research like maybe if I was reaching out to a banking customer and I know they made they're growing through Acquisitions I Would still use the same framework but I might instead of saying just broad Finance priorities I would say we work with banks that are growing through acquisition and looking to consolidate all of those different data sources onto a common platform so they can continue to scale and use what information I know
about them to be more targeted in that value statement yep so nice no and I I think maybe kind of going towards a a potential close here this has been Awesome but I also know a lot of people watching have questions one of the ones you mentioned is like how does this impact show rate Andor you know once you get through the value statement and all of these different things what are the common objections and I I know we've talked about some but want to open it up to you to kind of address probably some
of the someone who's 6 to 12 months in or just hearing this framework for the first time that's like there's no way That would work what are what are some of those question so yeah now if they're still pushing back after you doubled down and sold the time again this is where you have to build more credibility and more value but I don't like the way a lot of people are taught to ask these again it's like right word positive question negative consequence question what I think you should do is give them some sort of
hypothesis as to why you reaching out it's the framework is Essentially and I ask but like whatever question you're asking you ask it and then say and I ask because we work with a lot of retailers on blank and these are things you can pre-prepare again like you don't have to be riffing all of this off off the top of your head you can prepare good questions to ask by industry so you get your value statements by Persona and by industry you have pre-prepared questions to fall back on if they need a little more Context
so here's a couple more examples that so if you're calling a VP of Finance you gave them the value statement doubled down sold the time they didn't bite and they're but they still are engaging with you they're on the phone here's a common example is you can ask so do you know how many applications your Finance team uses to complete the end to-end close process and the reason I ask is because we work with a lot of customers who have at Least five or more siloed applications in addition to all the spreadsheets that are passed
around across their teams and we're able to consolidate their data and processes onto a single application and really accelerate the close process so it's a question and then you give them more context as to why you're asking and then they're going to hopefully start engaging with you again not always but then the more they engage with you you can again pull it back to like yeah this Is great and this is exactly why I wanted to set up a meeting like this is what we want to cover on the next call and then positioning it
as let's get to the meeting because now you've given them more context but this is something that's repeatable I'll do another example for that retail industry HR question so what are the priorities you're focused on related to recruiting and retaining Talent this year especially with the seasonal demand and High turnover rates in retail recently and I only ask because we're working with a lot of retailers to reduce turnover rates and seasonal Staffing challenges through the use of AI to forecast more accurately and better engage employees it's just a lot more context and value and the
something for them to bite on and chew on that will get them going and hopefully you've built up enough credibility in all the context you gave them in that question About working with other retailers and going more specific into the priorities and challenges you're focused on and how you solve them but this is how you can be be prepared keep control and have a framework to fall back on but do so at scale it just takes a lot of work to on that process of coiling the spring up front you have to make the different
value statements you got to pre-prepare the questions these are things you can hopefully work on with your manager or Your AE and your different meetings you don't boil the ocean like it takes time start with your most common personas your top industries and work your way out to the more Niche personas and objections over time yeah no really really great stuff and yeah I think like this stuff either I think there's a camp that's going to think that there's no way this would work there's another camp that probably think this is like too simplified and
doesn't work but again Like this is why we put such an emphasis on live coaching and why like quite frankly the only reason we created Co call Mastery in the first place is because we had tons of people reaching out to you booking one-on-one coaching and then realized we needed a way to scale our efforts and really make this something that that many people could use I guess on the note of if there's anything left in terms of like uh show up rates or in terms of rates and how Many people actually show up I
know I think from our last conversation a lot of people were asking well like that's great but what it kind of sounds like you forced them into a meeting so do they actually show up and all these different things any thoughts on that so yeah a lot because these are a lot of the questions I get and it's why we built in live coaching into the cour is because a lot of people when they take this and deploy it they think they're Deploying the right framework but then when I listen to it it's just usually
those little details like we need to add another sentence or two into the value like the why you're calling piece and it's totally going to transform how the cold call feels and sounds to both you and the prospect it's like these little tweaks you can make and then there's other things you can do like and like I said it's not like you deliver the value statement and it's like okay goodbye see You Thursday and you throw away the phone like of course you're going to qualify and you have those prepared questions to help give more
context for that reason but I'll just remind people booking meetings and then having a problem with show rate is a higher quality problem than not booking meetings in the first place I'd rather book 10 meetings in a week and have seven of them show up than do the directional questioning and manage to Book three by grinding my teeth and have all of them show up like a low show rate isn't necessarily sometimes it's just a symptom of how well you're doing statistically things are going to come up but there's little things you can do like
have them accept the invite on the phone like a little line I fall back on a lot is like hey by the way I'm having a lot of trouble with my email today for some reason I just sent that over can you make sure it went through like have Them accept it on the phone is one way the there's little things like try to book it for the same week rather than next week the data shows if it falls into next week the show rates decline by a little bit another thing you can do and
where a lot this is something I don't see anyone talk about is the agenda you send over in the invite a lot of the agendas I see are very fluffy agendas where it's like introductions learn more about your role teach you About how our company can potentially help you going forward and it's like no one wants to get on call to teach you about their role they want to be taught something they want you to come in with the point of view so it's even little things like that where let's say you booked a meeting
seven days out into the future they kind of forgot about the co call went back to their day and then they see the invite on their calendar and they pull it up and they're like Wait what's this call about oh teach learn about my role what and then they just don't go to the meeting so coming up with pre-prepared strong agendas that you should work with your AE on where you tell them what you're going to teach them based on what you know about their Persona and their industry and sending that out right away after
the call too don't wait like 5 hours sometimes people do that for some reason but sending that out quickly trying to keep the meeting Ideally within the same week doesn't need to be the very next day or the same day but I think same week is ideal sending a strong agenda but a lot of times you can tell like and when I listen to these calls you can almost tell when the prospects like you kind of brute force their way to a meeting they seem reluctant to take it but it seems like they kind of
just wanted to get off the phone and accepted your invite that's fine I'd rather have the Potential of a meeting than not but that's where I might tell my AE or if I'm an AE expect like this probably better chance than not this is going to be a no show so I would tell my a if you're an SDR I would tell my AE like what happen like hey I just did whatever I could to set the meeting I he seemed kind of reluctant but got him there sent out the invite he hasn't accepted it
yet that's where it's like if the AE wants to join cool like as long as you've set That expectation if not you can be like I can just take that call like give it give it yourself practice at running some of these calls that you think like maybe it's a low-level end user that isn't probably going to lead to an opportunity you don't know if they're going to show but you could at least get on and just play it off like hey AE was out sick today or couldn't make the call and try practicing running
that Discovery call yourself totally so no I Mean so many great nuggets here and I would just reemphasize like every single one of these pieces is a lot more work than the average person is doing however on the flip side this is something something that we really try to get people and I hope from watching this video you can understand how you can systematize these things I imagine similar to the value statement and framework that we went through when it comes to even an agenda as you write an Agenda for one person you can copy
that and have like a master document so now when you're sending an invite in the future to a similar persona it's more or less the exact same agenda but I will tell you now running higher levels and you I know you and I both get drilled by people trying to make our thumbnails trying to edit our videos I literally have an editor right now the only reason they got it is because they sent me an 8 minute plus loom video that was Incredibly detailed and just taking this to the B2B context the average sales rep
is just sending an invite that's like Hey Kevin plus Oracle yeah you know for like Thursday at 3 p.m. but imagine if you said you know you had a better title than that you had an agenda that was hyp specific to what you had already talked about and made them feel like it's actually going to be valuable I know these things sounds trivial and there's definitely going to be people who still Hang up on you or noow but it's all about winning more than the average person it's not a there there's no 100% Silver Bullet
like everyone would love to make you believe but it's all of these little things coming together that is a lot of work upfront but can be systematized over time that will make you stand out so much more than the average person so I just hope people I know if you made it this far one like kudos to you that's amazing but like the All of these things coming together make such a huge difference and I think a lot of people don't appreciate the details they think they're at 100% And realistically they at 80 and they're
a little bit better than average but they're not exceptional and it's that extra 20% of work that's really going to make the difference and really have exponential returns and a lot of that I think the keyword can be systematized systematize the way you build lists Systematize the way you build the value statements systematize your objection handling I call it an objection handling Bank where you save this stuff your agendas like eliminate all that day-to-day friction where you normally have to think and do work so much of coal calling actually doesn't even have to do with
coold calling it's how you set the foundation and everything we've talked about so yeah I'm not saying this is the exact right framework for Everyone but hopefully you can get some nuggets out of it because from what I've seen a lot of people if you do resonate with the direct approach taking more control systematizing the work like this I get messages all the time where it's like I was an SDR at my company for two months and I booked three meetings total and I just booked five meetings this week using your framework and I feel
like I have a ton of room to improve still like this stuff works quickly if It is your style totally no I I think honestly that was amazing and again just calling out for everyone's reference Connor is the main instructor and also live instructor in Cole call Mastery it is a community we launched early in 2025 so we still have spots available I don't know if you wanted to share your piece I know you've been running this for a while but uh yeah I mean this is probably what I've spent more time doing in my
six and a half years in Tech sales Than anything is coold calling and explicitly teaching people how to Coal call and I always I've made lots of YouTube videos on various topics I've trained and coached lots of people this is the first time I have Consolidated everything if I was a brand new SDR and my mind got erased and empty and I wanted to leave something for myself to is quickly learn how to Coal call again is possible this is what it is it's from the start on the mindset stuff not the Tony Robin stuff
the mindset stuff that's actually going to help you in coold calls all the way from coiling the spring and setting the foundation the value statement framework itself and how to easily build out more examples for yourself and then getting into the objection handling areas how to make more dials more efficiently like everything that I would want to teach myself I put in here and it's not like I'm saying this from it's worked well For me I've I've seen the proof it's worked for the hundreds of people I've taught it to so and to be clear
too like you made you started doing this for free at Oracle just because you enjoyed your job as SDR manager you started teaching other teams you have coached hundreds of people within Oracle alone and on top of that also your channel on YouTube which is also in the description for people's reference that is where you've done tons of like one-on-one online coaching and Now obviously in Co call Mastery so I just want to call that out too it's not just hundreds of people through YouTube like if you've never seen his YouTube channel he literally has
trainings and videos at Oracle that are still used by the company like today it's every it's every vertical SMB mid-market upm market and the coold calling principles are meant to be not just for Tech sales yes they come from the perspective of tech sales but they're meant to work this Works in financial services recruiting like it's really the the principles itself so if you're resonating with them hope you got some value out of it and hope to see in there but yeah thanks for hosting me for to spiel about Co honestly more most props to
everyone if you made it this far this was this was the monster probably the longest video in our history so yeah thanks everybody good stuff see you [Music]
