25:51
Secrets To Mastering Cold Calling
Jeremy Miner
Overview
This video explains how to overcome common cold calling objections by understanding prospect psychology and employing specific language and tonal techniques. Instead of using a standard, often ignored sales pitch, the presenter advocates for triggering curiosity and lowering the prospect's defenses. This involves using a 'confused old man' tone, asking problem-focused questions, and employing 'pattern interrupts' that deviate from typical sales interactions. The video provides generic and industry-specific examples, such as recruiting software for trucking companies and real estate investing, to illustrate how to reframe the initial contact to encourage engagement and a two-way conversation.
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Chapters
- Prospects immediately put up defenses ('fight or flight') when they hear a standard sales pitch because they receive many similar calls daily.
- The typical opening ('Hi, my name is X, I'm with Y company, and the reason I called was...') triggers resistance rather than engagement.
- This defensive reaction is a learned behavior from consistently hearing the same sales approaches.
Understanding why prospects react defensively is crucial for developing a more effective cold calling strategy that bypasses their ingrained resistance.
Prospects saying 'Not interested' or 'We already have someone' immediately after the initial greeting.
- The goal is to initiate a two-way conversation by triggering curiosity, not by immediately presenting a solution.
- A 'pattern interrupt' is a question or statement that deviates from the expected sales script and makes the prospect pause and think.
- Focus on identifying a problem or potential gap the prospect might relate to, rather than talking about your product or service.
By shifting the focus from selling to problem identification, you make the prospect more receptive to hearing what you have to say.
Instead of 'We have a new software,' ask a question about a potential problem like 'hidden gaps in your accounting that could cause you to overpay taxes.'
- Adopting a slightly confused or uncertain tone at the beginning of the call can disarm the prospect.
- This tone makes the prospect more likely to help you, either by clarifying who you should speak to or by identifying themselves as the right person.
- Using phrases like 'just' or 'wondering if you could possibly help me out' downplays your importance, making you seem less like a threat and more approachable.
This technique leverages human nature to help someone perceived as needing assistance, effectively lowering the prospect's guard.
Saying in a hesitant tone, 'Hi, it's just Jeremy Miller, I was wondering if you could possibly help me out for a moment?'
- When asking about problems, use neutral or 'possible' language (e.g., 'possible hidden gaps') to avoid immediate denial.
- Connect the potential problem to a negative consequence relevant to the prospect's business or situation.
- The aim is to plant a seed of doubt or curiosity, prompting the prospect to consider if they have this issue.
Framing problems with neutral language and highlighting negative consequences makes the prospect more likely to engage in a conversation about potential solutions.
For a trucking company, asking about 'hidden gaps in your advertising for new drivers that could be causing you to have to keep several trucks vacant every month.'
- The initial call is often to a receptionist or gatekeeper, requiring a strategy to get past them.
- The 'confused old man' approach is used to ask for the person responsible for a specific problem area (e.g., hiring drivers).
- The goal is to get transferred to the right person, not to sell on the first call, by making the transfer seem like a simple favor.
Adapting the core techniques to specific industries and roles (like gatekeepers) increases the chances of reaching the decision-maker.
Asking Wanda, 'I'm not sure who I should be talking to, but I'm trying to reach the person who oversees any possible hidden gaps in your advertising for new truck drivers that could be causing you to have vacant trucks.'
- A powerful 'pattern interrupt' involves referencing specific, verifiable information about the prospect, like property tax records.
- Holding and shuffling the physical documents during the call creates an auditory cue that heightens prospect engagement.
- The opening is framed around reviewing tax records and asking if they'd be 'opposed' to a brief conversation, leveraging the desire to say 'no' to a negative framing.
- Avoid immediately stating you are an investor wanting to buy; instead, focus on the potential for 'something' to be done for them.
Using tangible, personalized information and strategic phrasing like 'opposed to' can create a unique and highly effective cold call that bypasses typical resistance.
Saying, 'I'm holding a copy of your property tax records at 55 Willow Lane, and I was wondering if you could possibly help me out for a moment.'
Key takeaways
- Cold calling success hinges on understanding and manipulating prospect psychology, not just delivering information.
- The standard sales pitch is counterproductive; aim to disrupt the prospect's expectations to gain their attention.
- A confused or uncertain tone can be more effective than a confident, direct sales approach in disarming prospects.
- Focusing on potential problems and their negative consequences, rather than your solution, triggers curiosity.
- Using neutral language and asking questions that leverage human tendencies (like wanting to help or avoid saying 'yes' to direct questions) can lead to engagement.
- Specific, verifiable details (like property tax records) serve as powerful pattern interrupts that demand attention.
- The primary goal of the initial cold call is to lower defenses and secure a two-way conversation, not to close a deal.
- Tailor your approach with specific language and examples relevant to the prospect's industry and situation.
Key terms
Cold CallingProspect PsychologyFight or Flight ModeDefensive MechanismPattern InterruptTrigger CuriosityConfused Old Man TechniqueHidden GapsNegative ConsequenceProperty Tax Records
Test your understanding
- Why does a standard cold call opening typically trigger a prospect's 'fight or flight' response?
- How does the 'confused old man' technique work to lower a prospect's guard?
- What is the strategic advantage of using neutral language like 'possible hidden gaps' instead of direct problem statements?
- How can referencing specific documents like property tax records act as an effective pattern interrupt in a cold call?
- What should be the primary goal of the initial 30 seconds of a cold call, according to the presenter?