How to Make Cold Calling Easy

1. Chapter 17 – Cold Calling

2. One of the most difficult tasks
Very small window of time
A lot of information to share
Prospects can be difficult
Never know what direction a call can go

3. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

4. INTERACTION
CONVERSATION
EXPLANATION
ICE Sales Process
I C E

5. I
C
E
FORMAT
• Cold calls
• Cold emails
• Networking
• Inbound calls
• Inbound emails
• Website chat
• Social media
STRUCTURE
• 2 to 5 minutes
• 80% on prospect
• 20% on you
GOALS
• Pre-Qualify
• Build interest in
talking
• Close for conversation
QUESTIONS
• Pain
• Current State
INTERACTION

6. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
How are you doing today?
Is this a good/bad time to talk?
Are you busy right now?
Do you have a minute to talk?
Don’t say this

7. Respects the prospect
Buys you 2 to 5 minutes
Casual and friendly
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Hello, [Contact’s Name]. This is [Your Name] with [Your Company]. Have I caught you in the
middle of anything?

8. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Response:
Oh, OK. I can be very brief, or I can call you back at another time. Which do you
prefer?
or
Oh, OK. When is the best time for me to call you back?
Yes, but I am OK.
No, I am fine.
It depends. Why are you calling?
What is this call in regards to?
Advance to Purpose for the Call
Yes, I am in the middle of something.
I am busy right now.
I am not available.
Deflect Objection

9. • Introduce yourself and your company
• Schedule an appointment or meeting
• Learn about the prospect’s needs
• Share details about the product that you have to offer
• Sell your product to the prospect
Sounds like a salesperson
Focus is on the salesperson’s interests
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Don’t say anything like this

10. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Value Points
Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
Pain Points
Great. The reason for my call is that we work with small businesses and they often
have a:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• Need to increase website traffic
Name Drop
Great. The reason for my call is that:
• We worked with an accounting firm and helped them to to improve how they told the
story of what they do and the services they provide to website visitors.
• After only 6 months, they increased the number of leads that they were generating
through their website by over 500% and increase their overall revenue by 20%.

11. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Sales Takeaway

12. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
• I don't know if those are areas that you want to improve and that is why I wanted to call
you with a question or two.
• I don't know if you are concerned about any of those areas and that is why I wanted to
call you with a question or two.
• I don't know if we can help you in the same way or not and that is why I wanted to call
you with a question or two.
• I don’t know if you are the right person for me to speak with or not.

13. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Questions
If I could ask you real quick.

14. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Questions
• How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
• Do you need to increase website traffic and visitors?
Current State
• Do you currently have someone that can make changes to your website?
• Are you currently working with a web design agency?
• How happy are you with person working on your website?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• What CMS platform is your website built on?
• When was the last time you considered redoing your website?
• How many different websites do you currently have?
• Are you the person to that makes decisions regarding your website?

15. 3 Categories for Answers
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Neutral Response: Things are OK or prospect
does not know
Cold Response: Everything is good/great
Hot Response: There is a problem/pain
SALESPERSON PROSPECT

16. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Well, it sounds like you all are doing pretty good.
Advance to Pain Points
Well, based on what you shared, it might make sense for us to talk in more detail
because that is the type of thing that we help with.
Skip to Product / Company Info

17. OPEN THE CALL
PURPOSE FOR THE CALL
PRE-QUALIFY
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Points
We work with a lot of small businesses and they often have a:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• Need to increase website traffic
Are you concerned about any of those areas?

18. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
SALES TAKEAWAY
PAIN POINTS
Well, based on what you shared, it might make sense for us to talk in more detail because
that is the type of thing that we help with.
Advance to Product / Company Info
Well, it sounds like you all are doing pretty good over there. It might not make much sense
for us to talk.
Begin to walk away
CLOSE
Go Back to Questions
Actually, if I could ask you real quick.

19. Product
I am with XYZ Corp and we provide web design services:
• Design and build websites
• Graphic design
• Copywriting
Some ways we differ from other options out there are:
• We only work with accountants
• We use AI to develop the optimum website layout
• We guarantee results
A little more about us:
• Won design awards 5 years
• In business for 30 years
• Woman owned business
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

20. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Name Drop
• We worked with an accounting firm and helped them to do a complete refresh
of their corporate website.
• This helped to improve how they told the story of what they do and the
services they provide to website visitors.
• After only 6 months, they increased the number of leads that they were
generating through their website by over 500% and increase their overall
revenue by 20%.

21. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Close

22. INTERACTION
CONVERSATION
EXPLANATION
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

23. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Cold Call Close
But I have called you out of the blue and I am not sure if this is the best time to
discuss this.
Are you interested in discussing this a little more?
Are you available for a brief 15 to 20-minute meeting where I can share some
examples of how we have helped other small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
Are you available on Tuesday or Thursday morning? Or are you available to
continue talking about this now?

24. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Confirm and schedule meeting
Go back to Questions
Go back to Pain Points

25. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

26. Week 1: Introduction to SMART (Chapters 1 - 2)
Week 2: Consultative Selling (Chapters 3)
Week 3: Building Your Consultative Sales Message (Chapters 4 - 9)
Week 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses (Chapters 10 - 15)
Week 5: Managing the Sales Process (Chapter 16)
Week 6: Cold Calling (Chapter 17)
Week 7: Email Prospecting (Chapter 18)
Week 8: Voicemail Strategy (Chapter 19)
Week 9: Getting into New Accounts (Chapter 20)
Week 10: Dealing with Objections (Chapter 21)
Week 11: Getting Around Gatekeepers (Chapter 22)
Week 12: Qualifying the Prospect (Chapter 23)
Week 13: Closing (Chapter 24)
Week 14: Networking (Chapter 25)
Week 15: Prospecting on LinkedIn (Chapter 26)
Week 16: Improving Mental Strength (Chapter 27)

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