Secrets to Master Cold Calling

You're not getting rejected on cold calls because they're busy. You're getting rejected because you sound [music] like a saleserson. Now, think about your last cold call. The gatekeeper answers, you pause. Your tone shifts. You explain yourself. And then click. Or maybe you've actually reached a decision maker. So, you pitch. They heard before, so it's not interested. [music] And then you tell yourself, "Cold calling doesn't work anymore. It's dead." Now, that's a lie. cold calling works, [music] your approach is broken. And I know because I spent 17 years doing this at scale, building 190 million plus

sales or lead 110 reps [music] and personally making tens of thousands of cold calls. And here's what most people don't realize. You don't lose deals [music] in discovery. You lose in the first 10 seconds of that Conversation. So, in this video, I'm breaking down the exact cold calling system I use to close the 60%. The preparation no one does, the scripts that actually get you through, and the objection framework that keeps you in control even after the third no. So, if you want more meetings without sounding desperate [music] or salesy, watch this all the way

through. Let's get into it. So first let's dive into the actual preall ritual which is hey what do you Actually do before you actually start making calls and this is where the magic is really made. So the first part is you have to understand what the hardest territory is to manage and the hardest territory to manage is the one right between your ears. It's actually managing yourself so you know it's not going to be easy. So you expecting certain things and realistically I have made personally tens of thousands of cold calls and I can think

of only one Call where I called them had my conversation made a pitch and they said hey that sounds great let's actually meet. Majority of the time 99.99% of the time they gave me multiple nos before we even booked a meeting. So the first piece is when you understand this is you want to expect three to five nos. like you want to expect you're going to get resistance. They're going to push back and that's a very normal default response for our prospects. So mentally Before you get on there, you have to understand that. And I

think about much like a professional athlete. They're a professional athlete is not going to their race or basketball game or you know whatever they do and thinking it's going to be super easy. I'm not going to have any competition. People just going to roll over and say yes. they're going to prepare for the worst. So when they show up on the field, they're going to absolutely crush it. And for you in Sales, it's the same thing where you want to expect there's going to be resistance. So if you mentally believe you're going to get three

to five nos, you can start to prime yourself to understand like, okay, it I will get resistance. I will get push back. And that's okay. Because if you start to mentally prepare for that, you can prepare for objections. you can prepare for the outcomes that might lead to that you can hopefully adjust to get to where You want to go. So number one just understand the hardest territory man is the one right between here. So manage your own expectations. So you want to make sure you are preparing for the worst also expecting you will get

resistance. So this way you do the right things and position yourself for a higher possible chance to actually book that meeting. Now also on top of that let's talk about even the night before. So, we talk about The mental territory piece and this is where I find a lot of people completely miss the boat or don't even consider this as part of managing their own performance and I think about the night before and I think about top elite athletes. What do the top 1% do like before a race before they go and compete? Do they

go out, they party all night and eat terrible and stay up late and get no sleep? Of course not. They know once they, you know, get on the Field, they get in the pool, they get on the court, it is go time. And they know that starts actually the night before, if not even earlier than that. So that means the night before, what are they doing? They're making sure they get proper rest. They're going to sleep on time. They're getting good quality sleep. They're not, you know, staying up late. They're not going out partying, going

crazy the night before because they know the next day if they need to Do what is what most sales would consider the hardest part of the sales job, which is the outreach piece, they're going to make sure they're mentally prepared for that. So, making sure the night before you do what the top athletes do, you eat proper, you sleep proper, you get plenty of rest. So, this way the next day when you are doing your outreach, you feel actually good and you make better decisions on making calls as well. So, this is a Highly underrated.

Then there's also what I call the pre session checklist. So this is also highly underrated as well. So think about this. Let's just say if for instance if you have your call block session set up for 8:00 in the morning. If you just roll out of bed and try to make make calls, unless you're a machine, I know I personally can't. I would just do a terrible job. So me personally, I need to be mentally ready And like physically ready before I go and do that. So here's a really easy checklist that really helped me.

So, first off, I know when I'm making calls, I want to make sure I have like, you know, some liquids in hand. So, my my my throat gets dry. I want to have my coffee ready or tea or some water around, my water bottle. So, I want to make sure before I start making calls, I got that ready to go at hand. Or if I need to drink my coffee in advance, I'll Make sure I drink my coffee in advance, too, so I'm ready to rock once the time starts or when I want to start

making calls. I also want to make sure I eat properly. So, you know, having a good breakfast is great, unless obviously you're intermittent fasting or something. Uh, but you want to make sure if you do eat food, you're not going to go and just crush like a 2,000 calories at McDonald's and just a bunch of burgers and fries. You're just not going To feel great while you're making calls. Instead, what makes you feel good is probably eating healthy, clean foods, right? So, making sure whatever your fuel you're feeding yourself before you make calls is absolutely

vital. Highly underrated. All right. Then the next one is you want to make sure that you have a very good prepared list. Okay, this is a list that's like has the right people that's is your, you know, your tier one accounts if you will and then they're Also sorted as well along with you want your notes in there too. So this means once you start making calls, you can just rip through your list and go boom boom boom boom boom. You don't need to stop. You don't need to research. You need you don't need to

pull up different nodes. You have everything ready to go. Now some for some people they might prepare in the morning. For me personally I always like to do this usually on like the week prior for the Upcoming week. So having a set time in my calendar where my only responsibility for that hour two hours was making sure my list was prepared, sorted, filtered out and researched all my notes. So this way come the following week I just knew I had to basically pick up the phone and make the calls. So again, if you notice here,

we're we're reducing the friction to actually start taking action, but we're also making sure we're positioned for success because obviously if you do More research in advance, you're going to have better calls and conversations on those on the phone. On the flip side, if you don't do this research and you're trying to do between calls, you're obviously going to make less calls because you can go back and forth and have tons of context switching. So we want to make sure we have it completely prepared. And the fourth piece is we also want to make sure

we have our scripts printed and visible. Now, I know What some of you are thinking. You're saying, "Hey, I don't need a script. I don't need that. I can just kind of go go with the flow." Here's the reality. If what you're currently saying on the phones is not currently booking you means at a very high rate. I'm talking booking 50% plus of the conversations you have, the chances are pretty good you're missing on some of these things. And scripting might be one of it as well. And I want you to picture Scripting just like

a world-class actor actress does, which is they don't just read it verbatim like a robot. They've internalized it so and they practice it so they they don't sound like a robot. Sounds very natural to them. But regardless of even if you have your scripts completely memorized and dialed, I don't know about you, but I've been on calls where suddenly I just like black out and I just forget everything and suddenly I just start spewing random Things and saying terrible things that don't really flow in the conversation and before I know it, the conversation's over and

I didn't book that meeting. So instead, make it easier for yourself. actually have your frameworks written out, printed in large block, you know, in easyc around your desk or your cubicle, depending on where you're making calls from, so you can see easier. Now, some of you might say, well, you know, I have my laptop, I can Pull up on there. Sure, you can definitely do that, right? Uh however I have personally found you know if you're running you know working with thousands of salespeople that when you have your laptop even you have an external monitor

jumping back and forth between different tabs and whatnot from you look at your notes on for the conversation to jump to scripting it's like a lot of movement on the spot and it makes it hard to be successful versus make it easier for Yourself. No joke literally print it out and have them visible like just so you can see it. That way when you're making your calls, you can easily just look and glance at it to make sure you're following the main flow. This is again, this is one of those tips where most people for

some reason just don't do this. But I found personally, even for myself, it has done wonders. I've taken great reps who are great on the phones and just implement just just simply This, taking their scripting, have them type it up, print it out, put in their cubicle, and they're more consistent with it. They flow better and at the end of the day, they're removing that chance of of them blocking on the call and forgetting what to say. So how to end race. So you can see this is some this is this this is like a

one time you can just do one time. You're basically good to go. Okay. So that's a presession uh presession check checklist. Then before your session before whenever you're going to call block whether it's one hour, two hour, four hours or even more have a warm-up. And here's what I mean by that, right? I think about a worldass athlete. Like I think about someone like Michael Phelps. I was competitive swimmer growing up and Michael Phelps was obviously you know one of the best of the best of the best if not the greatest of all time for

swimming. And was for him, we talk about The pre- stuff before you in terms of the night before and all that stuff, but even the morning of any type of swim meet, he didn't just roll to bed and just like jump like into into the pool and start competing. He had a warm-up. So, he would go and he would swim thousands of meters in advance. He'd warm all his muscles up that he was going to be using for the race. And I think about cold calling much like the same. Like I think about even when

I First wake up, I try having a conversation with anybody, I can't really talk that well, you know? It's like it's like a struggle if you will, right? And people say, "Oh, I just need my coffee or whatever." For sure that might help a little bit. But but you think about this, you are now going to tap into a part of your brain that is going to be some of the hardest parts of your job to actually prospect and do. So why not take the time to kind of warm up Your brain a little bit,

warm up your vocals a little bit by actually going through what you're going to say? So, what I mean by that is literally as simple as going through and like going through your scripting exactly what you're going to say for your first 10 calls. Literally go through and if you have a consistent framework, which we'll cover today, if you go through multiple times, at least 10 times, your vocals will be much more warmed up, right? And Then, of course, you know, you can run through objection handling as well. So, you run through three, four, five

notes consistently. So, this way, you're getting your brain ready to go. You're warming up the synapses, you're you're mapping those neuropathways again. You're warming your vocals up. And then on top of that, just make sure you do the proper tonality. So, you're going through just like you're actually going to do. You're training your body so when You're making calls, you can go right back into that state. Again, this is highly underrated. So, I remember, you know, early on, uh, being a brand new salesperson, never made cold calls before. This was vital for me. Now, I

had a 45 minute commute one way with no traffic. So I would take that time in my car to run through screen as many times as possible. So by the time I was at at the office and started making calls, I was already warmed up. I wasn't warming Up on my prospects. I was warming up in the safe and comfort of my own home or my car if you will. So for you, you know, if you work from home, take that time to warm up and warm your vocals up before he makes a call. Do

10, 20 reps. run through full tone just like a regular cold call. Make it tough for yourself so you get mentally warmed up. And if you work in an office or you have people on your team, do it with your team as well. It's even better as a team Because then everyone gets warm up as well. This is why elite athletes again, they don't just jump on the field and start competing. They warm up first, get the body completely warmed up, get their mind warmed up before they start doing the hard thing that makes them

actually money. And then of course, let's talk about body positioning. So, this is one of those things where um your how you how your body is positioned while you're actually making calls can come out on The calls. Like think think about this, right? Think about when you watch a worldclass presentation by anybody generally speaking, aren't majority of them actually standing on stage versus just sitting on stage? Think about even comedians. It's the same thing, right? And I think about cold calls, what happens with me personally is I remember early on I would sit and make

cold calls and I got more rejection or didn't get anyone answering. My shoulders start Slumping and before I knew it, I was like hunched over and how did my voice sound? It sounded like this. I had like no confidence anymore by my 10th call. Versus when you're standing, you can have the you can power pose. You can throw your shoulders back. You can have your back straight. You put your chest out. you can hear it in your voice much more. You can project better. So, you know, for you like I would recommend if you can

to consider really consider, you Know, standing versus sitting. So, for me personally, and I remember this is years ago, right? We actually didn't have standing desk back then. So, I literally stood up anyways and I just type my notes. I bend back over type my notes in front of the call after I was done and I was back up like this. Right? In today's time, there's so many more people like standing desk now, which is awesome. So there's really no excuse to not do that, right? Or if you if you're Working from home, you don't

have a same desk, you could obviously stack, you know, stack some things on top to have your laptop there so you can have that projection and energy while you're making the calls. Okay, let's go into the next section. So next, let's talk about gatekeepers. So we talk about the preparation, right? So let's talk about the gatekeepers. And this is specifically, you know, you're making a call to uh maybe a mainline, an office Line, and you're getting like an actual gatekeep like a receptionist. All right, that's what I'm talking about here specifically. So, for some of

you out there who are watching this, you might have direct dials, which is awesome, or selling is called direct, which is awesome. But for some other people, you may not have that luxury of having that as as part of your data set. So, this the section is for you. So, and by the way, I would say even if you have direct Dials, but maybe you get the wrong dial, this is some couple good strategies to also internalize as well that may help you get even more information to improve your actual calls when you're talking to

the actual decision maker. So, here let's let's kind of let's go like gatekeepers 101. So, if you think about this, you know, who actually calls and talks to gatekeepers? And you know, I remember like, you know, years ago, my very first sales role, I actually had, You know, I had in-person meetings and I would sit in the lobby and I could actually hear the people calling in and talking to the gatekeepers. I can hear all types of conversations. And over time, I started to realize there was like really five types of people that were calling

in. So like number one, you would have salespeople and they were like the really obvious salespeople. So everyone knew who they were and you could hear you could tell by the Gatekeeper's tone. She basically just like she would basically gatekeep them and hang up and that call would be over, right? That was like pretty consistent across the board. Okay. Then we have number two. You also also hear unhappy customers. So sometime the customer is not happy. They would call in and they're mad about something. Okay. So they're mad about whatever. So they're dealing with that.

You could tell like they their tonality would shift, the Body language would shift, how they have that conversation would completely shift as well. Then we have like vendors. So these are like vendors calling that already like doing work with them. Maybe they're scheduling they talk to certain people and they also had a different tonality with them as well you know and then sometimes they'd also have maybe current customers maybe the customers are coming in they had inquiry about something and sometimes it be leads it Be like people calling in saying they want to get some

more information talk to a salesperson etc. So when you think about this like this list of five people like who is most likely to actually get through to the actual decision maker right and we know it's for sure not salespeople okay I mean you could say I'll say most this this will get rout to the sales team usually right it potentially is going to be probably somewhere in this boat right here okay Which is unhappy customers vendors and current customers but if you if really take a step back and you think through like I'll say

vendors can be hit or miss sometimes well depending on what they're reaching out about. So I'm just going to cross out vendors for now right but usually if it's a big enough customer or if it's unhappy customer those are the ones you're going to typically get priority to talk to an actual decision maker. So if you understand to be a Case, if you think through these five types of people are calling in, how do those people sound? What's their tone like? What's their attitude like? And if you think about an unhappy customer, those are good

examples of how their tone sounds, which is they usually have the fastest like the throughput to actually get to this the actual decision maker because they usually sound firm, not happy, stern potentially, right? So I'm not saying that you need to sound f You know you need to sound like an unhappy customer. So I share those with you get you start thinking through okay how can we leverage some of these strategies to actually improve our conversations with gatekeepers. So I'm going to teach you two really simple frameworks next that's going to help you and and

we want to make sure we adjust our tone accordingly to make sure we can get as much information as possible and put potentially get to the actual Decision maker. So let's kind of walk through the first one. First one is we're going to call this the seeker script. And the seeker script I'll say is really good if you do not know who you need to speak with or you need to validate this. So in sometimes you can do all your research and maybe can't find the actual decision maker or it's unclear or maybe your data

is old or you don't trust the data. This is a really great script to use especially if you're Not sure. This is about purely validating the data that you have. Right? So you'll see here this be very very simple and we'll start off first very top section which sounds kind of like this which is you know hi Sarah I'm hoping you can help me out and then we're going to pause okay you know and then you go into my name is Marcus your name you know with Bentley your company it's my job to update our

records here who's in charge of making decisions Regarding helping the sales or improve performance okay so that's that's the actual words. Now, that's what you say. I'm going to do it again. Now, I want you to listen to how I say it because this is the really important piece. So, it sounds kind of like this. So, they they you know, they say, "Ring, ring, ABC company. This is Sarah. How can I help you? How can I direct your call?" They're going to say something like that. Uh, "Hey, Sarah, I'm hoping you Could help me out."

So, notice her, my tonality is inquisitive. It's curious. It even sounds a little bit confused and it sounds much more in line to potentially what maybe could be an inquiry from a customer. It could be a lead inquiry. That's what the the goal is to sound like. Okay? And notice and I want you to notice a couple other things here. I'm going to say this again. Hi Sarah. I'm hoping you can help me out. Notice here I don't say anywhere in here My name, who I'm with, what I sell, or any of that information. Because

if you think about this, like if it's simply a lead inquiry or a current customer, they're not giving all this extra context up front. They're just kind of asking that question. Okay? So that's that's our our simple focus here, which is you're going to, you know, you know, say their name, you know, hi. If they don't say their name, it's no problem. You can say, you know, hey there, I I'm Hoping you could [snorts] help me out. So you still have the same tonality because your goal is to sound very curious, maybe a little confused

because you want to get help. It's kind of like imagine if you were lost somewhere and you didn't have your phone and you needed to ask for directions go somewhere. How much your tone sound is a tone we want to utilize here. Okay. And then you go into the next section and you can use you can utilize a very Similar because they're going to say something like yeah sure uh how can I help you or who are you with something like that right? You say, "Okay. Uh, so, uh, you know, my name is Marcus and

I'm actually with Venley, and it's my job." The focus, it's my job to actually update our records here. Uh, who's in charge of making decisions regarding helping the sales or improve performance? So, notice the tonality still gets very curious. It's very soft. And our goal here is we're trying to get get some information from this. This is like really powerful to just validate the name of the people. So they might say, "Hey, that's going to be um that's going to be Lisa." Hey, great. Um what does Lisa do exactly? So here like we're just trying

to validate some information to make sure we the right people want to talk to because if they're like, "Well, Lisa is she's a salesperson here." Well, that's probably being too low if you're Trying to sell into an organization, right? So you if you say, for example, you need to sell to CTO's, okay? And they're like, "Oh yeah, it's Bob, you know, he's he's an engineer here." Okay. Again, so that's that may not be a person who actually makes decisions. So this is this is a really important piece. I find some people they miss this. In

fact, sometimes they'll replace making decisions and they'll say something like, uh, who handles that There? Uh, who's in charge of that there versus who makes decisions regarding that specifically. This is a very small but subtle thing I see a lot of people miss. Okay. And then of course you can easily then go and you can incorporate like other follow-up questions like I mentioned like you know okay like they say um yeah you know like they say yeah you know uh that that'd be that'd be Bob the the CTO okay so instead just like cool thanks

a hanging up right you can Ask more questions right because they might say something like well what's Bob but again like I'm sorry what do you sell exactly you know like and then you're like oh I sell you know you know your cyber you know help you help me manage cyber security risk and they say oh you know we already have some someone like something someone for that already boy, who are you currently using for X, right? You you just insert that X. It can be the the thing you saw for Specifically, right? You ask

how long potentially you also find that, hey, what's the best time to reach them? So, hey, so hey, totally get especially if they're really open. It's like, hey, you know, so with Bob, when's typically the best time to get a hold of Bob? So, again, the more information you get, the better it's going to be. Hey, what's the best direct dial for Bob? What's the best email? What's the best phone number for Bob? So, these are all great Followup questions. The more information you get, the better it's going to be because ultimately this you might

still not have a conversation with the decision maker, but now if you have more information, you can call back later and ask for Bob specifically or you have his direct information to call them directly as well. So again, the seeker is designed to be information gathering. In the perfect situation, you can have the information gathering and you get Transferred over to the decision maker which will cover frameworks for that. But at the worst case, maybe at least get a good name, by the way, a good verification who you need actually go after, have a conversation

with, and then you can call back later, leveraging some other frameworks we're going to discuss in a second. So, the second framework we're going to talk about next with the gatekeeper is what's called a pitbull script. And I'm going to tell You right now, I have trained thousands of sales people with this pitbull strip. And the first objection is always going to be that doesn't sound like me. I don't think it's going to work until they start doing it consistently and they start seeing how fast they're actually bypassing gatekeepers and talking to actual decision makers.

So, there's a little prerequisite there. This will make majority of you watching uncomfortable. I promise you it works. Okay. So, first off, the pitbull script sounds exactly what it is, which is you're going to be more of a more of a pitbull, if you will. Okay? And now, this one works only if you know exactly who to talk to. It's the name of the person. That's why we walk through the seeker framework first because that's why you might get the information and then you might have to call back later that day or week and utilize

a pit bull script or if you have really good data And you have cell numbers, direct dials, you're if you call directly and you're not really sure, you think it's a person you got to talk to or something maybe have an office line you want to call direct but you know who to talk to, then you're going to utilize the pitbull script. Okay? So, so it's really really simple. So, because you know who to talk to, you're again your tonality is going to shift. Okay? If you go back, you're going to say, I'm going to

say say what It is first and then I'll do it again with the right tonality. So your first line, the answer, ring ring, ABC company. May I speak with name of the person? Thank you. Okay, that's it. I want you to notice a couple things here. We didn't say uh you know who I'm with, my company, or anything else. We're keeping them as vague as possible because if you go back to who are the people that typically call in, right? Typically People call in like they get bypassed to other people. It typically is going to

be unhappy customers, current customer. Those are the primary ones who can get to the actual decision maker. Okay. So if we go back to here now, I'm going to do it again with the right tonality. Okay. May I speak with John? Thank you. Notice that. May I speak with name? Thank you. Notice the tone is downward. Okay, it's a downward tone. It's a Downward inflecting tone. Okay, so we're not of the thank you. We're ending the conversation. Again, you can replace that with thanks. May I speak of John? Thanks. Notice tonality. It's firm. It's unapologetic.

It's very direct. Again, this will make majority of you uncomfortable, right? But I'm telling you, this works. And of course, obviously, depending on where you come from, you can adjust a little bit. You don't be as intense. So for example, you Know, typically, you know, like we're working teams in the northeast of of the US. They can be super intense and direct with it. It works really well with that, but perhaps that level intensity may not work as well as call in the Midwest. So they may still use the same I I like mentality, but

it might be a little softer, but it'll still be firm. It might sounds like, "May I speak of John? Thank you." So again, you notice it's still it's firm. It's like this is not Salesy at all. You're not saying, "May I speak of John? Thank you." Completely different, right? It's may I speak of John? Thank you. Okay. Boom. At and you just stop talking because at this point, remember this gatekeeper is trying to figure out who out of those five people are you? They're not sure. You don't sound like a salesperson. So, they're not really

sure. You don't sound like a lead really because you actually know who to talk to. So, they're like, "Well, Who is this person actually?" Right? So, at that point, a couple things will have to happen. Either number one, they're going to pass you through because you sound like you know exactly who you need to talk to. Okay? That's the most ideal situation. Or number two, sometimes they'll ask you a few more questions kind of filter you out. This is going to happen. There's no problem. So they might sound some they might say they might say

something simple like hey so Uh who is this exactly? You just just say who what your name is. But don't don't say my name is this. It's Marcus. Thank you. It's Marcus. Thank you. It's John. Thank you. It's Lisa. Thank you. similar uh similar tonality, firmness again with a downward inflecting tone. It's Marcus. Thank you. Okay, but notice here I didn't say it's Marcus with Venley. Thank you. It's Mark with Venley. We help sales teams hit their number. Thank you. I didn't say Any of that. I just said it's Marcus, thank you. So, it's intentionally

very very like simple and direct. The less information the better. So, at this point, they're going to make a judgment call that they still don't know who you are. So, they're either going to pass you through, which is awesome, or they'll try to ask you more questions. And it might it might sound something like, "Hey, um, you know, what company are you with?" At that point, you can Say, "What company you with?" And then, "Thank you." So, you know, you can see a pattern here. What company you with? Bentley. Thank you. Downward tone. Again, I'm

not overexplaining. Remember, people that overexlain, especially to gatekeepers, sound insecure, and most sales people sound that way. So again, our goal is to bypass them to get to the right person to actually have a conversation, right? Because remember, if you get shut down by gatekeeper, it Doesn't mean that company won't be a good prospect for you. It simply means you got shut down by gatekeeper. That's all it means. Okay? So now, of course, if they ask you like, "What's this about? What do you call them about?" You can say something like, "Hey, regarding a program

or solution, what do you want to say? Regarding a program we set up with company A, B, C, XY, Z to help them with whatever. Thank you." So for example, hey regarding a program we set Regarding a solution we set up with teams over at Salesforce, HubSpot and data bricks. Thank you. That's it. So it's very similar. Again, you're providing very limited information. All right? And I'll tell you right now, like majority of the time, like you do this consistently, 80% of the time, you just do just these top three in that order and you'll

bypass like so many people just like 80% of the time, right? So again, it's how you do the actual Tonality. So that's really, really, really vital. And what I'm I'm going to reit this point again. You only give small bits of information out intentionally in that order. May I speak with name? Thank you. You're not saying who you are. Then if they ask you who you are, what company you with, you can choose one or one of these, right? You know, Benley, thank you. I'm sorry, what's your name? Marcus. Thank you. So again, like it's

like it's we're not Combining these together. These are these are pauses in between. So there's like a pause here. There's a pause here. There's a pause here. This is very intentional because at this point they want to make like they're going to be thinking through like, okay, who am I going to talk? Who who out of these am I right here? They don't want to mess it up. Especially if it's like maybe a customer, right? They don't piss them off even more. If it's a like, you know, If it's a current customer, they for sure

don't want that as well. So you can see this is why I explain this first because this is how you get get past the actual gatekeeper. So now you've learned this two very simple frameworks be the secret script and then the pit script. You're probably asking, "Okay, cool. So, let's say I get bypassed to them, right? And I'm talking to actual decision maker. What happens next?" Let's talk about that next. [snorts] Hey, if you're Leading a team and you know your best reps are closing at two, three times everybody else, but you're not sure exactly

why, this will help you. I put together a revenue leak diagnostic kit. And inside, I show you how to compare your top versus struggling reps by stage, analyze real calls, and quantify how much each skills gap is actually costing you. There's also a revenue impact calculator as well, so you can run the numbers on your own team. You Can grab it completely free at the link in the description. So, first, let's go through the actual opener. And you know, this is my personal preference. So I know permission based openers are really popular especially at the

time of this recording which again they can still work. My style is very direct and typically you know historically I've only called on execs and higher level you know lot high level organizations and they usually also respect more Directness. So the framework I'm teaching next is based off that as well. So this is a really simple framework. Okay. So starts off with you know high name it's your name with your company. Really simple. Okay. Then you go into hey the reason I'm calling and you can share relevant resources really really important. That's why if you

notice early on in this video we discuss exactly why preparation is really critical and then we go into social Proof and a benefit and then we go into a close for how's the date and time. All right so very simple structure you can see here high name it's your name with your company the reason I'm calling relevant research social proof and benefit house date and time. Okay. So, let's kind of go through an actual example so you kind of see it as well. So, you can see it like live in action. So, sound you can

see it sounds something like this. You know, hi Alice, It's Marcus with Venley. Hey, the reason I'm calling is because I listened to your Q4 earnings call and saw that you are aiming for a 10% topline sales growth while going up market to the enterprise. So, I want you think about for a second. Just like this pause for a second, right? So, notice here the once they answer, I'm getting right to the point. I'm not wasting their time with some a bunch of nonsense and like, "Hey, how you doing? I catch you at a bad

Time." I'm going right into like I I did my homework, right? So again, like so like most people completely miss this piece right here because they go in there and they're they're being really generic. This is like really clear. If I'm calling the right people, that means like only people have if I'm if I if only by doing my research, am I able to list out specific things like their Q4 earnings call, their specific goals, right? And then going going up market to Enterprise. So I'm talking about specific highle priorities. Okay? And some of you

might be thinking like well um you know but the problem we solve was at the department level etc. Or maybe it's lower for sure, but how can you link it to the highest level priorities? And by the way, you might also be calling to low in the org as well, which could be a challenge, too. So, by the way, if you want to move deals faster and close deals faster and have bigger Deal sizes, you you really want to be calling the exec level, like sea level execs to move deals faster. Okay, so that's a

whole different video and training we focus on. So, anyways, so first you go right into it, right? You know, hey Alice, this is Mars with Venley. Hey, the reason I'm calling is because I listened to your Q4 earnings call. It's not that you're aiming for 10% topline sales growth while going a market to enterprise. Okay. And then we Go into the next section. Okay. You know, make it a little bigger so you can see. Okay. We've actually worked with a number of sales teams to help them with that while predictably hitting their number like at

Zoom Info, Salesforce, HubSpot, and more. So know this very simple sense. It's very clear like okay like so there's a link there's linkage. This is a social proof of benefit. Okay. And it links directly into my research. So this is This is very clear linkage is like, okay, that's a proof piece. And then I go into a CTA. Hey, we potentially may be able to help your org as well. Uh we potentially may be able to help your or as well. Hey, do you have some time to discuss this Tuesday at 8 a.m.? So I'm

going right for the kill, if you will. I'm going right for the date and time. Right? All right. So, if you notice you this whole flow and I broke it into sections for you so you can really Internalize it is 30 to 45 seconds. Okay? And I want you to really internalize that because like the some people focus heavily and I I have talked with other other uh you know other reps and companies and sometimes they focus heavily on how much talk time can we have the more talk time like does talk talk time lead

to more qualified meetings? Not always, right? What leads to more qualified meetings are doing the proper research, reach out to the right People, booking the qualified meetings. We do a little qualification on the back end, but you're doing the right things to actually make booking more meetings. That's how that's how you actually do it, right? So here, you notice here, this is very intentional. So we have the proper research up front. We bypass the gatekeeper or call them directly. Now, we're going to a very targeted message messaging here, which is, hey, I I know what

I'm talking about here. I've done My homework and this is like this is who I've worked with some some social group and going for a close to book the meeting because remember majority of time when you call an exec very rarely are they going to have 10 15 minutes have a conversation with you they just want to get off the phone once you book the meeting and basically go on back to whatever they are doing so this is important to understand okay another key point is I want you to notice how my Tonality has shifted

as well and I'm focused here like now it's like I have executive presence I'm confident. I'm direct. I'm clear. I'm concise. I'm right to the point. This is actually why again it's really important to write your scripting out. So have the frameworks dialed in front of you so you can make sure you have something to follow. All right. But this way you can sound very confident. So you notice your tonality here is you're not Sounding like an angry customer. You're not sounding overly firm. You're just sounding confident, cool, precise. You sound like an exec speaking

to an exec. However, if you sound like you, it's the first time you made a cold call, then they're going to hear and they're going to sense that as well. So, you want to make sure you have the right type of tonality as part of it, too, which we'll talk a little more about in a second. So, as you go as you go through this, Right, some of you are thinking now like, but what about objections? I'm going to get objections for sure. So, remember what I mentioned earlier, the mindset is I'm going to get

three to five nos. So, I'm going to walk you through my three no framework next that's designed to make it simple for you to follow. This is something I highly recommend for everyone to have a sequence they follow every single time. And I think the mistake a lot of people Make, especially if they're not comfortable with cold calling, is they try to memorize a rebuttal response for every single objection. And you can do that, but I found in real life practice when you try to memorize like, okay, here's my five most common objection. I'm if

they say is this, I'm gonna say that. If they say this, I'm going to say that. When you are trying to master cold call and objection handling, it's really hard to do it live Like to be like, "Okay, they just said this. They said uh send me information. Okay, now I'm g I'm gonna say this now." Okay. Oh, they said um I'm not interested. Okay, I'm going to say this line instead. Oh, they say I have a vendor already. Okay, I'm going to say this line instead. So, it's hard to be able to do it

live and you sound most people sound like a rookie or they lack confidence to actually try to handle it. So what I'm going to show you might be a Little bit paradigm shift which is regardless of whatever objections they give you. You we'll run them through this very simple three no sequence. Okay is whatever they say they could say hey I'm not interested. Um we already have a vendor. Uh we just signed a new contract with a vendor. Um you know we just switched to somebody else. Uh we just renewed. We take care of in-house.

We don't have a need. Um call us back in six months. Whatever. Regardless of any objection that you they're thrown at thrown that gets thrown at you. If you just follow this this like three no framework, this will allow you to start building that confidence and strength and then we can learn some more advanced techniques of learning each rebuttals for each objection. So, let's kind of walk through the framework to make it very very clear for you. So, first off, and I'll tell you right now again, um I have Taught this to tens of thousands

of people and it always feels uncomfortable until you get into it and you practice this so it sounds very natural to you. So, I want you to imagine regards whatever the first objection is, they could say, "Hey, we're not interested." And all you need to say is, "That's exactly why we need to meet. How's date and time?" So, they say, "Hey, send me more information." Hey, you know what's Exactly why we need to meet? How's Thursday at 8? Notice how I'm I'm I'm like I if if I'm expecting that objection because I already know it's

coming, right? and I'm having fun with it, right? Hey, you know what? Uh, you know, they say, "Call me in six months." Hey, you know what's exactly why we need to meet? How's Thursday at 8 o'clock? And here's what's really, really interesting. Majority of time, they're not expecting that. Okay? They're like, It throws them off. They're like, "What? It's a bit it's intentionally. It's a pattern interrupt because they're like, "What do you mean? Is that doesn't that make I just I just said call me in six months. That makes zero sense. Why would I What?

What?" So, it's intentional. It kind of throws them off balance, which is awesome. And then from there, you're going for a close again. So, what we're doing here is is this also, by the way, especially if you're trying to get Comfortable with cold calling, this is a good default response for you to start warming up into. So, whatever they say, you're like, "All right, this is like this is my block. This is my block. Hey, it's exactly why we need to be. It's exactly what I need. How Thursday?" So, you want to get in that

muscle framework. Whatever they throw at you, like this is what you're going to say. Okay? So again, I promise you it may it's going to feel uncomfortable for Sure when you do it, but your goal here is your this builds your confidence of actually having objection handling skills, right? But then you can go into the other parts of the objections, right? So re reality is you'll see you'll have some people okay it's called even if it's 10% they say okay fine sure okay Thursday let's let's do it and then this kind of gives you that

time to kind of b bounce back or if they they give you another objection no problem but This becomes your default so you can kind of like catch your balance if you will and then you can go into the next thing so they're going to so let's say for example they they don't agree to the time they give you some other objection they say for let's say for example they say hey we're not interested hey it's exactly why we need to meet. I was Thursday at 8 like oh uh well you know like like I

said we're not interested we actually um you know like we actually Just renewed with um you know we just renew with you know XYZ competitor whatever making it up. So then you can go into the second one. Okay. So it's a very simple framework. So and you you can leverage some social proof. You're going to say, "Hey, that's exactly what customer name, so you know, Bob at company XYZ company said at first and then you repeat the objection." Okay, so for example, that might sound let's say they said this renewed. Hey, You know what? That's

exactly what Bob at Zoom Info Center first. And in fact, they actually had just renewed with Challenger Group to do all their sales training. making let's make an example of you know hey but we actually hop on a short call and then we can share some sort of new insight and or benefit. So the new insight could be like you know and we actually found ways actually complement what they already doing that helped take their team from 25% win Rates to 40% win rates in about three months how's Thursday at 8. So you notice that

this can be really really powerful in terms of how you kind of restructure basically repeat back that objection. Right? Again this is why preparation is really critical. You actually want to know people you can reference as part of it. Right? These are past deals you closed or deals your team has closed as well. And again you know the tonality here is very confident. So you're expecting it right? So similar to like that's exactly why you need it's like it's confident and you're you're fast. You're ready to rock with this too. So at that point you'll

see like you actually will book some agents off like you'll have a high majority especially if your conviction is really really high. They're like okay compliment. Okay cool like sure like like what do you mean compliment? Hey You know exactly why we need to meet let's talk about more in detail. How's Thursday? So you can go right back into the loop into into booking that meeting. Okay. Now let's say for example they just give you like another hard no. They say hey you know um yeah you know I think I think we're totally good you

know like you know uh we don't have budget anymore. I'm just making something. We don't budget anymore. So then instead of just giving up, I'm going to go into number three. And this is where you have to really um h speak with that conviction belief internally. Like you have to have a level of belief that your solution is awesome and it could really help the the person you are calling on. All right? Because this won't work if you sound disingenuous. So here's how it sounds if you sound sound like actually genuine. So for example, for

example, I believe what we do because we have we really Impact a lot of organizations. So it sounds like, hey Bob, listen. Hey, I believe in our solution. I promise not to waste your time. If you don't like what we discussed in 30 seconds, you can curse me out and end the call immediately. So again, how's Thursday at 8 o'clock? Notice a couple things here as well, right? Like I'm really interesting. I believe in our whatever solution product thing that you sell. Okay. And then here I'm specifically state because everyone's worried you're going to waste

your time. I promise not to waste your time. Okay. And then because it's you're pretty like you're have a conviction. It's kind of intense. I'm trying to be a little funny. You know like you don't like what we discussed in 30 seconds. You can curse me out. I'm like laughing a little bit. You can curse me out and end the call immediately. How's date and time? So, if you if you notice here, Whether it's from the the opener I shared with you to the objection handling, how do I how do we how do we sound

here? We sound confident, but we're having fun and we're enjoying the conversation and this is normal for us. So, that's a level of conviction, confidence we have to have throughout all these calls. Okay. So, again, so that's the three the three no framework right there. Internalize this. Practice this. This takes practice get like done Really really really well. It it should be like whatever they throw at you. Boom. You say the first one, they give you a second one. Boom. Here's the second one. They give you another objection. Boom. Here's a third one. And I'll

tell you right now, like by getting through at least three nodes like this, you will book far more meetings than ever before. Like this is this is actually how my teams and I we will convert 60 70 80% of the cold calls that We spoke to decision makers with, right? because we didn't just roll after one or two nos. We kept going and we practice this inside and out. Okay. So once you have the main baseline dial and you get really good with this, that's when I start to recommend that you can also incorporate more

specific objection handling for specific objections. This is where you get to the next level. But again, you can't build a world amazing house if your foundation is not strong. This is a foundation that you want completely dialed. Once this is really dialed, it's far easier to add on like the nuances to specific objections. Okay, so here he's a little more advanced, right? So let's just say for example, they say, "I'm not interested." For sure, you can do the other stuff I mentioned as well, but as you get a little more confident, you're able to kind

of like go back and forth and be really present on calls. You say, "Hey, I'm just curious. Uh, what exactly are you not interested in?" Notice how my tonality again, my attitude, it's fun. It's playful. Hey, just curious. What are you exactly are you not interested in? Especially if they didn't say it early on the call, right? It's like, oh, hey, I'm curious. Especially if they interrupt you before you even went to your opener. This is really fun to do, too. Okay. Second, hey, you know, they say something like, you know, we already Have a

vendor. So, instead of like, oh no, it sounds terrible. Hey, hey, that's great. Hey, if you don't mind me asking, who are you currently using? Okay. Or if they say something like, "Hey, we already uh do that in house." Hey, awesome. When you say in house, what do you mean exactly? So again, your goal here is to gather some information. This is stuff that potentially you may not be able to learn by just doing your external research. This can help you potentially as part of your conversation. So for example, let's just say, you know, if

you're if you're reaching out to u this is called a director of IT, okay? And maybe you you're calling through the account, you try to get the CTO, you try multiple levels, and now you're like the director of IT. answer. They say, "Hey, we are, you know, we're already doing it in house." Well, you ask questions like, "Hey, if you mind me asking like Wasting, what do you mean?" That's information intel you can gather and maybe even if you don't book that meeting, you can use that to call back into the CTO or call into

other parts of the organization with that intel you're gathering. So, that's really really valuable stuff to understand, take note of in your CRM. Okay. So, let's say for example, they say they're using what an XYZ vendor and then from there you can find a little More. So it's like okay it's like it's like okay cool or sorry you can uh they actually still go try to book the me as well. So for example it might be like oh you know what I've actually heard I've heard some decent things about competitor and then you can go

back into a modified version of step two. Okay so you can go back in and say hey you know what I've actually heard I've actually heard decent things about XYZ vendor but you know what that's that's literally Exactly what Bob at Zoom Info said at first and I can repeat it back. They they had they were actually using them. They were actually quite happy. But then we hopped on a short call. We found some areas in which they were not great with enterprise deal management that we actually helped their team with and we actually increased

their enterprise win rate to 40%. While increasing their ACV by over 2x so again how's Thursday at 8:00? So you can see you can when you Understand the foundation you can hop around a little bit a little bit easier because you're you're so dialed with the main core foundation. Okay. Now uh or they say something like hey um send me more info. Okay, send me more information. Email me some information. Send me an email with some stuff, whatever. Okay, so here's what I say. Hey, absolutely. So, we're kind we're kind of neutral. Hey, absolutely. Hey,

just to make sure I don't send you like Thousands of pages of illrelevant documents, how about we hop on a short call Tuesday at 8 so I can ask you a few questions and sure I get you what is most relevant. Unless you have a few minutes to chat right now. So this is this is a little more advanced, but this is a pretty fun one, right? In which you this is what reality, you know, if you just end the call and you email a Bunch of stuff, they're not going to look at it. You

you know that's the case. So I'm going to go for another I'm going to go for like another close for down the road or you know for like for like a different date time to be specific. Uh or I'm going to ask for time right now. So at that point, you can see how like if if then if you do a good job with actually disco true discovery questions of true pain and priorities and helping expand the gap, You can tee it up to a follow-up meeting after that and completely bypass the actual conversation. Right?

So it's important. This is this is a little more advanced technique, but really really powerful when done done well. Okay. Sometimes you're going to get uh I'm in a meeting right now, which I find always to be hilarious because if they're in a meeting, why would they answer the phone? Especially if it was an important meeting. All right, so anyways, I Digress. So, usually it's probably made up. So, you can say, okay, you can say, hey, that's exactly why I called. Okay, so notice there's intentionality here. You're you don't sound thrown off. You're not like,

oh, I'm so sorry. I'm so bad. I'm my bad. Blah, blah, blah. You're like, hey, it's exactly why I called. So, there's a level of confidence, conviction there, right? I figured you'd be busy in meetings. Hey, I called specifically to set up time With you instead. How's Thursday at 8? So, you notice with all the tonality, intentionality, it's like it's very intentional, like you're having fun. You're everything they throw at you, it's like you see you see coming at you. So, I don't know if you ever seen the movie The Matrix. It's over 20 years

old at this point where he's able to kind of slow down everything. So, when the bad guys are shooting bullets at him, he can see them coming. He can easily dodge out Of the way that he sees them going. He has complete control on the, you know, the whole situation. And when you really master these frameworks and objection, it's the same way. And you have that control where the game slows down for you. So this is how it works, right? So the other key point as well with the majority of the objection handling, you'll see

pretty much every time we're going for a close of some sort. Okay? We're asking questions. We're going for A close. That's really important. This is how you control the conversation. And a big mistake I see all the time is people may maybe handle an objection. They say something like um you know, they say something like, "Oh, you you're not interested." Oh, okay. Um and then pause and I'll say or they say, "Well, I have a customer who also was using uh uh I think the vendor you're using, so we should have a conversation." and kind

of just stop Right there again. So notice this is very every time you're stopping here, we're asking a question here. This is more advanced asking a question, right? Or go for a close. If we're if if you're still working on improving your objection handling and you're not quite skilled quite yet, then you notice here every time we stop, we stop with a date and time. So that's why I say get the foundation dialed first because once you get the foundation dial, it's a little Bit easier to kind of adjust some of the nuances to really

take a cold call to the next level, right? So I'll say like utilize something like this. get yourself to over 50% of booking off of this. Once you completely do consistently with that, then you go over you start increasing your get more advanced with it with some of the more subtle ones to make sure you can really handle certain nuances and really take that from 50% to like 70 80%. Okay. So, next we're going to talk about tonality and delivery. And you might have noticed even as I'm going through and I'm teaching some of these

frameworks, I'm not going through and reading on sounding like this. I'm not saying that's exactly why we need to meet house Thursday at 8. Okay? There is intentionality with what I call pa. Okay? And uh that stands for your pace, your inflection, your tonality, and your Attitude. So what's your pace like? So your pace depending what you say is going to adjust slightly based on where you are in the conversation. So if you notice even with say the secret script the pace I would slow down a little more because I'm more inquisitive, right? And then

there's certain parts where it's sped up a little bit for intentional to really emphasize certain parts, right? You'll notice even if you rewatch some of the past sections, There's potential pauses and on certain words because I want to inflect certain things to really drive home certain things. Also, the tonality. The tonality we discussed quite a bit in this training today. It really varies quite a bit depending what you're going after, right? The secret script is very inquisitive. The pitbull is very direct. if you're talking to the main decision maker like you you're going to go

in and you have this like you know level of Confidence conviction and executive presence with them which is really really key. Okay. And then of course depending what they say you might be having fun with the objection so your tonality shifts a little bit. It loosens up a little bit. So again this is why this video is really good to rewatch multiple times so you can see how I'm actually doing it live with you so you can hear how the tonality is how we're having fun with it. And this way it when They when they

talk with you, they can feel your conviction all the way through the phone and through the dollar you're making calls on. Okay. And then what's your attitude like? That's really critical. Like are you you have the right attitude on the on the call? If you walk into making a calls like this is not going to work. You know, the scripts don't work for me. This is impossible. My day is horrible. I woke up walked out of bed. You're not going To get great results. But if you walk in with the right attitude, they can feel

it on the phones, right? So like you know this is I think it was Brian Chase said a sale is a transfer of enthusiasm right and then there's a little bit of a balance. You don't want to be overly enthusiastic but they should be able to feel you through the phone because majority of people when they make cold calls they sound really meek and they lack confidence. So you do not want to Sound like those people. So really make sure you really internalize pizza. Okay. So let's talk about some common mistakes. So some common mistakes

is uh and I kind of hinted this a little bit. if you're too excited. So, if you're like overly enthusiastic, that can be very junior sounding. And to be quite frank, sometimes I struggle with that this because, you know, I get excited and it just it just is how I am. And have make Sure to tone it down, especially when having cold calls, especially early on. And same even sales conversation. So, you want to be really careful to not get too excited. You also want make sure you are not monotone. So again, when when you're

calling through and you sound mto, they can feel that on the phone. You don't want to be monotone. You also want to make sure you don't sound apologetic. So apologetic sounds something like, you know, like they Answer and you're like, "Oh, I'm so sorry to bother you. I'm hoping you can help me out." Or you just like you you sound like weak. You sound like you like you feel bad for calling them. You do not want to do that. You want to make sure you are calling unapologetically. That has to be the mindset you're going

in. Okay. And then also too fast. I personally struggle with quite a bit. Like you know, you know, I'm half Chinese, half Taiwanese. We already Speak fast culturally because of that. So my English has I speak really fast, so it doesn't really help. So I had to constantly remind myself to slow down. Again, this is something I have to struggle with my entire life. And on cold calls, it's it's particularly true. I have to force myself to really slow down and have the right level of pace as part of the conversation. So again, these things

you want to make sure you work on as well. Don't make some Mistakes I'm making because it'll make it'll make you a better cold caller than I am. Okay. Next, we're going to talk about the psychology and mindset. So, um this is this is critical. Okay. And this is again this are some of the foundational things that really helps you with cold calling. But I think number one is what is your belief system? And what I mean specifically is you want to make sure you have a belief system That you are a doctor with an

amazing worldclass cure that you believe in and will help your patient and that your patient is deathly sick with the illness that your cure can solve. So I'm going to say it again. So imagine if your if your prospect that you're calling on was deathly sick and you know you could help them and you have the cure to save their life. How would you show up on that call? How would you sound? And when you when you start to internalize this, Would you just roll over if you get one objection? Probably not. You would keep

going. You would push through. You would be very confident. You want to overcome the objection. You want to get them like aligned so you help save their life. And that's a mentality number one that you have to have before you make your call because if you don't have that mindset, when you get one no, you're going to be like, "Yeah, you're probably right. You're going to roll over." So, you want To make sure you already have this completely do. You want to have a doctor mindset with the cure as it's really really key. The second

thing to really understand internalize as well is you want to remember the default responses. So for example, your prospect has default responses and which is going to be no. So even if like they have this legit problem, but remember when you call them they're busy doing whatever and even if they potentially are Interested, their default response is no, I'm not interested. And I want you to imagine it's kind of like if you ever been to like a mall in the US. When you walk in any mall in the US, they have these little kiosk and

people are selling like you know purses, lotions, uh wallets and you know what random things and as you walk past they're always like do you want to try a sample and you want to try this? And you like you start to see you're kind of like oh My god like you try to like back away from them right and you're like no. You know that's your default response. Or if you go into a store, even if you went to the store and your goal is to buy something that you're looking for and someone comes says,

"Hey, can I help you?" You're almost like, "Oh, no. I'm good." Right? Even though you came there with a goal of spending money and our prospects are the same way. It's a default response that we have, Especially if they answer a cold call, which is like, "I'm not interested." So, you have to mentally understand that's a default response. So if you understand the case, it doesn't mean they're saying no to like your solution or you they're just saying no to the overall like situation of being prospected, if you will. So if you understand the case,

then you have like cool, I get that. I'm good with that. So my goal is to make sure I act like a doctor with a cure and I keep pushing through. Okay. So the other piece I want to make sure we really emphasize as well is what is your default response. Okay? And a lot of times I found if you haven't done enough repetition practice before you actually make calls then most people default responses they bas roll over or they ask like the wrong questions or they ask things are just kind of irrelevant or it

just the call just ends. Okay. And if you think about this, Let's just say for example, I mean, if you even if you have like a a 5% like you know, you know, connector rate, okay, it's a 100 calls, five conversations with an actual decision maker, if you will, right? That's not a lot of chances to book meetings. So that means like every person that answers the other five people, you want to make sure you do your best to nail as many as you can to actually crush it and book that meeting, right? So if

you understand the Case, what you don't want to do is just have a default response that that makes it sucks. You want to be ready with your default responses. That's why we talk about heavily about today is making sure you're practicing, you're role playing, you're building the skill, and you're practicing to the point where you can't get it wrong. This is really key because you want to get make sure your default response is like basically a pattern interrupt and you close for a time. That's why we focus heavily in the 3 framework of hey, that's

exactly why we need to meet. How's Thursday at 8? The default response is like a pattern interrupt and we go for closing for a date time. So, you want to make sure you train yourself. So you can't get it wrong. And when I think about again, if we go back to professional athletes, professional athletes, they practice more than they play. So that means they spend more time in practice from drills To and time on the field, time in the pool, time the weight room, time doing cardio, time doing all these things. So when they actually

are in the game, okay, in the pool, they're actually competing. That's maybe like 1% of the actual time they're actually doing, right? the other 99% of the time they're making sure they they practice so well they can't get it wrong. And that's how we should focus on cold calling as well is we need to practice the point where We're actually making the calls. When they actually answer, we're ready to go because again, you might might make a 100 calls and it only talk five people. You have to be ready for those five people. You do

not want to botch it. You have to absolutely nail it. So, we want to make sure you have the default response absolutely dialed. Now, if you could not tell by basically everything we covered so far, preparation is so vital, right? I mean, The separation is in the preparation. And this is in everything from how you prepare your list like we discussed to how you prepare your day to how you prepare your scripts to how you prepare your research to making sure you're dialed to making sure you prepare. When you are truly completely dialed with your

preparation, it is wild how much more success you actually have. Like I have taken people who are far less skilled but helped them master the Execution of being prepared which takes no skill just to will and they'll book far more means versus someone who's far more skilled who's just basically winging it. So if you have the intentionality of being really prepared, you can be far more precise. That's why a good friend of mine, Robbie, says preparation leads to precision. Okay. Next, let's talk about timing and cadence. So some people like to ask, hey, when is

the best time to call? Okay. And if you really think about this, um, I think mistake a lot of people make is they say, "Oh, the best time to call is, uh, it's only on Tuesdays at like, you know, between 10 and 11 a.m. It's the only time we can make calls." Now, I personally have tested this. I've had my teams test this, and we've tried all types of times. I'll say the best time to call is right now to just make the calls. And half the time, people try To overjustify picking different times to

call. They don't even get the work done, right? Like I have, no joke, I booked meetings at 6:00 in the morning, booked them at 6:00 p.m. at night. I booked them on weekends. Like I booked them all throughout, right? Like there is no like quotequote perfect time because again, every exact situation is completely different. So I want you to internalize that. I know what some of you are thinking like, well Marcus, who 6 a.m. 6 p.m. I don't I don't know about that. Like nobody's going to answer. Well, here's what's really interesting, right? I have

found majority of execs, they work way more hours and harder and more intense than employees. Like it's it's that's just the reality, right? Like I I've seen like like I'll give you example, right? So back when I was in corporate, you know, and I had a couple uh EAS reported into me, right? Aside from the rest of my org, right? I mean, Pretty much my EAS were done by like 1 to 2:00 p.m. on a Friday because they had already hit the 40 hours, right? and they were an hour they're hourly employees, right? And we

didn't didn't want to have overtime. So, what did that mean? That meant from like basically like, you know, one or two o'clock Friday on, I had no EA. Okay, that meant like there was no one screening my calls for me. So, if I was at the office, I was the one answering my calls. Okay, so And I was still working up until 5 6 p.m. on a Friday night. So, this was very normal. So, I share this with you because sometime people get so stuck on, oh, we got I got to call a certain time.

The best time is anytime. Okay? Or early call calling right now, I should say. And I know some of you are saying as well like, "Well, but some of the interest I call on, they're not up that early." That's true. So, not all them are going to be perfect at call at 6 A.m. I'm as as an example. But I'll tell you right now, like I have made calls at 6:00, 7 in the morning before some of these businesses have opened up. And it's wild who actually does answer. Again, it's industry by industry, but there's

certain industries in which they're still going, right? So, I'll give you example. So, you know, like I I used to we we used to sell to all types of industries from, you know, we sell to like, you know, education, we sell the Government, we'd we'd sell to like, you know, small businesses, medium, big businesses, we sold industrial, we sold to healthcare, we sold to all types, right? And we sold to restaurants, sold bar, we everyone. And there were some that we would have like we based off the industry we knew we could only call them

like after like 2:00 p.m. So for example like you know like some my SME team they would call on restaurants that maybe were um like bars or restaurants nice Restaurants that would open at like 400 p.m. and they're just they're high-end. So they tried to call them at 10 a.m. It just wouldn't work. They just weren't around. No problem. So obviously if we're going to call those businesses we did not call them in the morning but we knew if they open at 4 they would be there. you know, use it two or three o'clock and

prep and doing all this stuff. So, that's when we called those people. On the flip side, you know, we Other industries that we sold into like healthcare, but some of them, they were working like 6:00 a.m. to 2:00 p.m. So, we could call them at 6:00 a.m. and they would answer their phones. So, I share this with you because uh don't overthink it, right? And the best way to find out you start making those calls, right? But when you understand that like you know ultimately you got to do the work you got to put the

time in you'll realize the best time is really all the time you Gota make you gota make the calls right so don't overthink it right because that is absolutely vital and execs they work way more hours than you actually realize okay and then um when when you want to make calls in sequences so everyone's a little bit different right but my personal preference is if you're building a sequence for making calls and emails and LinkedIn touches a bunch of other stuff as well. I personally prefer early in the sequence. So, I like it Like first

few first first few touches are actually outbound calls first because then this way we can we can go directly to them and have a conversation, right? Like versus emails like we've all seen they have a bunch of open great open rates but they're not responding back or they respond back. They're not interested. Versus uh on a call I can have a conversation with them. I can handle objections versus an email you know if they don't they don't They don't respond at all. you can keep handling the emails but they're not going to respond right so

um I intentionally like to start with calls first at least three three calls first and then we switch over to other platforms or other channels to start doing the outreach on the other channels too and of course all managed within a sequencing tool okay so those are the frameworks all right so first remember preparation get your head right stand up Warm your voice up run through objections 10 times before you dial then remember some of the scripts that we covered right so the secret script you know for gate keepers, [music] the pit bull to actually

bypass the pattern interrupt for objections. And then remember objection handling. Expect three to five nos. Have those default responses ready. [music] And if you're getting to that third objection, make sure you want to speak from the heart. Okay? And but the ultimate key over everything we covered today is you need to manage the territory [music] right between your ears. Your belief has to be rock solid before you pick up the phone. Like cold calling works when you show up prepared, confident, and with the right tonality. And most reps will never do this work. They'll keep

winging it, keep getting [music] shut down, keep blaming the market, saying go call instead. But you though, you now have the exact [music] playbook. So, if you found this useful, make sure to hit subscribe or follow wherever you're watching this. And if your org does [music] outbound, make sure to share this episode with them, too. Let's fill that pipeline.