Cold
How to warm up your cold outreach to get more meetings
Is Cold Calling Dead?
Many people would love you to think so. But ask James Thornburg and Steli Efti and they’ll give you a completely different answer.
In fact, - according to RAIN Group, 69% of buyers accept cold calls from new providers and 82% of buyers said they accept meetings with sellers who reach out cold.
I’m sure others will argue the other side of the fence, but the data speaks volumes - Cold Calling and Cold Prospecting still works.
In this week’s edition of Stretch Weekly -
Insightful article from Steli Efti with his 7 Steps to create a cold call script that works.
James Thornburg holds a free masterclass on cold calling just by following him on LinkedIn. I outlined his cold-calling recipe for success.
Plus firey hot takes from leaders and reps that are living, breathing, and prospecting on a daily basis, showing and telling us what is working and what’s not.
THANKS for reading!!
-Grant
And lastly - as always, if you find this newsletter valuable- subscribe or share it with someone who might as well 👊.
STRETCH SHARES
7 Steps to Create a Cold Call Script That Sells
Stumbled on this insightful article from Steli Efti with his 7 Steps to create a cold call script that works. The below seven steps align with what I’ve either; experienced as a seller, a leader, or as shared in forums, social spheres, and the virtual water cooler.
Don’t sell the product, sell the meeting.
Use your introduction to describe a situation they relate to.
Give them a chance to say no
Ask your key qualifying question, and repeat the answer back to them
Get the prospect to agree to a meeting tomorrow
Include proven responses to common objections in your cold call script
Add a voicemail script that leaves them begging for more (80% of calls go to voicemail)
Definitely worth the quick read here with actionable advice to share with your sales team in your quest for cold-call excellence.
James Thornburg’s Cold Calling Secrets of Success
James Thornburg holds a free masterclass on cold calling just by following him on LinkedIn. His secrets? James says:
I have found over the past few years there are several things needed to be successful at cold calling:
Belief that what you offer will make your prospects life better
Consistency and time blocks. Do the work.
A script you are comfortable with
Tonality
A good list
I’m a big fan (and stalker) from a distance. Mad respect for the work he’s putting in and the success (and personal financial pipeline) he is building.
He's transparent about his effort and outcomes. Failures AND successes. I love his approach and willingness to put himself out there.
It's a great reminder that numbers, work ethic, and grit still matter in sales. We'll never bat 1000, and consistency always wins.
BUT rest assured - he’s mastered the technique and intangibles as well! Here's what I've noticed in his successful approach from the many videos I've watched:
Hype/Positive Attitude/Smile (Chris Voss also promotes this)
Opener: (I know I'm an interruption - can I have 27 seconds to tell you why I called?)
Quick 5-second explanation/intro of who he is, company, what they do, etc.
Proof points of other customers - real-life examples of pain points, struggles this leader may be facing.
The reason for the call: "The reason for the call is we _____(How they solve this issue)
Easy ask: Does this sound like something you'd be open to learning more about in the next week or two? (Sell interest first)
Next steps - appt on the calendar
STRETCH SNIPPETS
🦾 Talking outbound, Justin Michael says 20% of replies happen past step 12! 90% of reps never make it past the 8th touch. And most reps give up after touch 3.
🙅♂️ Don't send break-up emails! says Jeremy Donovan. Instead, continue to nurture the person at a lower frequency by sending actionable insights that are valuable even if they don't buy from you (yet).
⏱ The first 5 seconds of a cold call just buys you the next 15 seconds says Belal Betrawy. Try: "Hey John. You're not expecting my call. Do you have a moment? I promise to be brief."
🍻 According to Mor Assouline "Thanks in advance", "Thanks", "Thank You, and "Cheers" are the top 4 email closings for the best response rates.
🎓 Nick Cegelski’s posted his top 3 things every salesperson should learn and a permission-based cold call opener is at the top of the list. “Mind if I take 33 seconds to tell you why I called, and then you can tell me if we should speak or not?”
🧠 Mindset
Thanks for reading!
My hope is if you find this valuable, consider sharing it with friends (or signing up if you haven’t already).
— Grant 👋
About stretch vp: confessions, learnings, and insights from sales leaders in SaaS
Compiled and aggregated from a network of sales leaders in SaaS, Stretch VP showcases learnings, insights, and experiences as well as best practices to overcome common hurdles, obstacles, and setbacks in your quest for excellence as a sales leader in SaaS.
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