15:00Brian Mark · Talking Head
How To Overcome Any Sales Objection
A 15-minute playbook that moves 80% of objection-handling into the discovery call — before the price is ever mentioned.
June 16thThe argument in one line.
Cold calling still converts nearly 5% of live B2B conversations into booked meetings, and operators who dominate it aren't running secret tricks — they're running a math-driven dial target, a five-emotion call structure, a four-step objection framework, and a follow-up habit (quarterly touches for 36 months) that almost no competitor has the discipline to sustain.
Read if. Skip if.
READ IF YOU ARE…
- A founder, SDR, or sales rep who wants to build a B2B outbound cold-calling program from zero, with no existing framework in place.
- Someone who already dials but isn't converting — no clear talk-track structure, no objection-handling method, no KPI tracking.
- A solo operator or small team choosing between a high-trust and a high-scale dialer strategy and unsure which fits their budget and offer.
- Anyone running a CRM/dialer/data-broker stack who wants a benchmark for what 'good' looks like (connect rates, book rates, cost per contact).
SKIP IF…
- You're selling B2C impulse purchases where cold calling isn't a realistic primary channel.
- You already run a mature, well-instrumented outbound program — this is foundational, not advanced tactics.
- You want email or LinkedIn outbound scripts specifically; this is phone-only.
The full version, fast.
A B2B cold-calling operator with 500K+ dials and $200M in attributed pipeline lays out a complete outbound system. The math: reverse-engineer any revenue goal into a daily dial count using connect, book, show, and close rates. The stack is just three tools — CRM, dialer, data broker — with a choice between a high-trust validated-number dialer or a high-scale parallel dialer. Every call follows a five-emotion arc (fear to trust to curiosity to commitment to action) built into an intro, pitch, down-sell, scheduling, and qualification structure, with a four-step pause-acknowledge-disarm-re-engage move for objections. Five KPIs — time on dialer, dials, conversations, booked meetings, show rate — cover almost all of what determines success. The differentiator the top 1% use: following up on the same prospect quarterly for 36 months, when nearly everyone else quits after one or two tries.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Create a free account →Where the time goes.
00:00 – 01:28
01 · Course Scope and Operator Credentials
States the promise, the operator's dial/pipeline credentials, and the eight-part course roadmap.
01:28 – 04:39
02 · Why Cold Calling Still Works
Reframes cold calling as trust-building human conversation; explains why people 'get stuck' rather than fail, and why noisy inboxes make phone calls a pattern interrupt.
04:39 – 07:12
03 · The Math of Sales Calculator
Reverse-engineers a revenue goal into a required daily/monthly dial count using connect, book, show, and close rates.
07:12 – 09:21
04 · The Three Tool Tech Stack
Names the minimum viable stack — CRM, dialer, data broker — and explicitly rules out AI SDRs, intent platforms, and multichannel orchestration as unnecessary at this stage.
09:21 – 13:29
05 · Setting Up Your CRM
Live walkthrough setting up the Glencoco CRM; covers the must-have CRM functions (rep management, lead ingestion, meeting lists, dispositions).
13:29 – 18:38
06 · High Trust vs. High Scale Dialing
Contrasts the validated-number 'high-trust' dialer model against the parallel-dialer 'high-scale' model, with pros/cons and who should use each.
18:38 – 24:41
07 · Beating the Spam Filters
Explains carrier-level and state-level spam flagging, smart/local presence, phone rotation, and a live demo of the Trellis dialer.
24:41 – 27:23
08 · Choosing a Data Broker
Compares Apollo, ZoomInfo, and Salesbot; gives per-contact pricing benchmarks and a negotiation tip.
27:23 – 34:42
09 · Building a Surgical Call List
Live walkthrough defining a persona, filtering a database (titles, company size, revenue, exclusions), and exporting/mapping the list into a CRM.
34:42 – 38:26
10 · The Five Emotional States
Introduces the fear-to-trust-to-curiosity-to-commitment-to-action arc every prospect moves through on a cold call.
38:26 – 49:23
11 · The Eight Types of Calls
Walks through discovery, gatekeeper, inbound, follow-up, referral, reminder, warm handoff, and cold calls, with example dialogue for each.
49:23 – 55:03
12 · Anatomy of the Winning Cold Call
Full line-by-line breakdown of a real cybersecurity-vertical cold pitch: intro, main pitch, down-sell/close, scheduling.
55:03 – 56:37
13 · The Tie Down Protocol
The four-part no-show-prevention checklist: verify email, verbalize the cancellation plan, confirm the invite, accept it live.
56:37 – 1:02:38
14 · Why the Pitch Actually Works
Explains the psychology behind the intro (virtual handshake, status parity) and shows two other verticals (home remodeling, facilities cleaning) to demonstrate right-sizing complexity.
1:02:38 – 1:11:36
15 · Objection Handling Frameworks
Splits pushback into smoke screens vs. real objections and teaches the pause-acknowledge-disarm-re-engage re-entry move with worked examples.
1:11:36 – 1:16:29
16 · Structuring Your Dial Day
Covers dial-block scheduling, call-priority ordering (warm handoffs to cold callbacks), and environment discipline.
1:16:29 – 1:19:52
17 · The Five KPIs That Matter
Names time on dialer, dials, conversations, booked meetings, and show rate as the metrics that cover 98% of what determines success.
1:19:52 – 1:23:52
18 · Tonality: Screenplay Over Script
Argues delivery matters more than wording, with a personal story of transcribing and mimicking a mentor's pitch delivery to internalize tonality.
1:23:52 – 1:27:55
19 · The Top 1% Follow Up Doctrine
Reveals the single habit separating elite cold callers: quarterly follow-up for 36 months, backed by a chart showing most reps quit after one try.
Lines worth screenshotting.
- B2B cold calling books a meeting on almost 5% of every live conversation, making it one of the most reliable channels for cutting through inbox and DM noise.
- Any revenue goal can be reverse-engineered into a daily dial number: hitting $10M a year on a $25K contract value can require roughly a million dials across a 19-person team.
- A working cold-calling operation only needs three tools — a CRM, a dialer, and a data broker — everything else (AI SDR agents, intent platforms, multichannel orchestration) is optional.
- In the high-trust dialer model, a validation service pre-screens numbers before a rep ever dials; in the high-scale model, a parallel dialer self-validates by calling everyone and connecting only to who picks up.
- Phone spam status isn't binary — a number can be flagged as spam on one carrier in one state while showing clean elsewhere, which is why aggressive number rotation matters.
- Never pay a data broker more than 30 cents per contact — even ZoomInfo's list price is negotiable down to that ceiling.
- Every prospect who picks up moves through five emotional states in order — fear, trust, curiosity, commitment, action — and the first 7 to 10 seconds of a cold call exist only to convert fear into enough trust to keep listening.
- Qualification questions belong after the meeting is booked, not before, because rapport is strongest post-booking and front-loading questions burns reps out of pitch repetitions.
- Getting past a gatekeeper works best with a short, high-status request ('Looking for John Smith. Thank you.') rather than explaining who you are or why you're calling.
- The four-step objection reentry move is pause, acknowledge, disarm, re-engage — disarming means immediately agreeing to stop bothering the prospect, which defuses their guard because it's the opposite of typical sales pressure.
- It takes two to three hours of continuous dialing to reach a flow state, so cold calling in scattered 15-30 minute blocks rarely produces real results.
- Five KPIs cover roughly 98% of what determines a cold calling campaign's success: time on dialer, dials, conversations, booked meetings, and show rate.
- The top 1% of cold callers separate themselves with one habit: following up on the same prospect at least once a quarter for 36 months, the typical replacement cycle for most B2B offers.
- 80% of sales reps give up on a lead after a single follow-up attempt, while fewer than 1% make 12 or more touches over 36 months.
- Tonality matters roughly six times more than word choice on a cold call — the same script read flatly converts far worse than one delivered with rehearsed, screenplay-style performance.
The cold calling system that turns math and repetition into booked meetings.
WHAT TO LEARN
Cold calling succeeds or fails on a predictable system — dial volume backed by math, a five-emotion call structure, a four-step objection framework, and relentless multi-year follow-up — not on luck, personality, or secret scripts.
01Course Scope and Operator Credentials
- The operator behind this framework has made over 500,000 cold calls across dozens of B2B companies, generating over $200 million in pipeline — the system taught here is the one that produced those numbers, not theory.
- Cold calling still converts almost 5% of live conversations into booked meetings, making it worth learning properly rather than dismissing as outdated.
02Why Cold Calling Still Works
- Cold calling fails for beginners for three concrete reasons — not enough conversations, not knowing who to call, or not knowing what to say — never because the channel itself is broken.
- Prospects are more overloaded by email and LinkedIn DMs than ever, which makes a phone call a pattern interrupt rather than more noise.
- If you were the only person cold calling a relevant prospect with a real solution, they'd likely be relieved, not annoyed — novelty and relevance beat volume.
03The Math of Sales Calculator
- Any revenue goal can be reverse-engineered into a daily dial count once you know your connect rate, book rate, show rate, and close rate.
- A $10M annual goal on a $25K contract value can require roughly a million dials a year across a 19-person team — the math makes required effort concrete instead of abstract.
- Smaller, more modest revenue targets become achievable once run through the same funnel math, even with just one or two reps.
04The Three Tool Tech Stack
- A working cold-calling operation needs exactly three tools — CRM, dialer, data broker — everything else (AI SDR agents, intent platforms, multichannel orchestration) is an optional add-on, not a requirement.
- The lowest-tech version of this stack — a spreadsheet as CRM and a personal cell phone as dialer — is enough to start; sophistication should be layered on after momentum, not before.
05Setting Up Your CRM
- A cold-calling CRM's essential functions are just four: rep performance visibility, lead ingestion, a bookable meetings list, and a disposition system that routes each lead to its next action.
- Dispositions are the routing logic of a cold-calling operation — get them wrong and leads get called who shouldn't be, or dropped who should be worked.
06High Trust vs. High Scale Dialing
- The high-trust model pre-validates numbers through a service before dialing, keeping the same numbers over time but paying for validation and managing phone reputation.
- The high-scale model uses a parallel dialer to call many numbers simultaneously and self-validates by seeing who answers — cheaper per contact but burns numbers faster and comes up as spam more often.
- High-scale suits anyone spinning up outbound quickly and cost-effectively for pure meeting-booking; high-trust suits a single product/service business that also wants those numbers for long-term customer retention.
07Beating the Spam Filters
- Spam flagging isn't uniform — a number can be marked spam on one carrier in one state while staying clean elsewhere, which is why aggressive phone rotation matters.
- Smart presence — showing a caller-ID area code the specific prospect is statistically more likely to answer — outperforms simple local-area-code matching.
08Choosing a Data Broker
- No data broker is ever 100% accurate because people change jobs, retire, and companies merge constantly — treat broker data as directionally right, not gospel.
- Never pay more than 30 cents per contact to a data broker like ZoomInfo; that price is negotiable even when the sticker price is higher.
09Building a Surgical Call List
- A call list is built in four steps: define the persona, build filters in the data tool, pull and verify the list, then load it into the CRM/dialer — skipping the verify step is the most common source of wasted dials.
- Capping contacts per company (roughly five or six) prevents a list from being dominated by a handful of large accounts at the expense of overall coverage.
- The most common data-hygiene mistake is loose title filtering — e.g., excluding 'account' without excluding 'account manager' — which pulls in the wrong job function entirely.
10The Five Emotional States
- Every prospect who answers a cold call moves through five emotional states in order: fear, trust, curiosity, commitment, action — skipping ahead in that sequence is why most pitches fail.
- You have roughly seven to ten seconds to convert a stranger's fear into just enough trust that they'll listen for another thirty seconds.
11The Eight Types of Calls
- Almost every call in a cold-calling campaign falls into one of eight types, and each needs a different opening approach.
- Getting past a gatekeeper works best with a short, high-status request rather than over-explaining who you are or why you're calling.
- A reminder call works better with a real, secondary reason to call, because a purely salesy reminder raises the prospect's guard.
- No-show prevention comes down to four concrete actions on the booking call: verify their email, get them to say out loud how they'll notify you if plans change, confirm the invite, and get them to accept it live.
12Anatomy of the Winning Cold Call
- The winning cold call structure is intro, main pitch, down-sell and close, scheduling, then qualification questions — in that order, with qualification saved for after the meeting is booked.
- A permission-based opener beats both an overly generic greeting and a full pitch delivered immediately — both extremes give the prospect an easy reason to hang up.
- Qualification questions are placed after the ask specifically because rapport peaks right after a prospect agrees to a meeting.
13The Tie Down Protocol
- A four-part no-show-prevention checklist directly raises show rates: verify email, verbalize the cancellation plan, confirm the invite arrived, accept it live.
- Having a prospect say out loud how they would cancel creates a verbal commitment that's harder to break than a silent assumption.
14Why the Pitch Actually Works
- A cold pitch works by establishing status parity — sounding like an informed peer, not an outsider reading a script — before introducing the offer.
- The pitch structure deliberately keeps technical detail minimal so it can't be immediately disqualified by a prospect looking for a reason to hang up.
- A script is meant to be read; a screenplay is meant to be performed — the same words delivered flatly convert far worse than the same words performed with intentional pacing.
15Objection Handling Frameworks
- There are only two types of pushback on a cold call: smoke screens (early, reflexive brush-offs) and real objections (after the prospect understands the offer) — and they require different responses.
- The four-step re-entry move for real objections is pause, acknowledge, disarm, re-engage — disarming means immediately agreeing to stop bothering them, which defuses resistance because it's the opposite of typical sales pressure.
- Not every pitch converts, and that's expected — the framework compares this to a great shooter still missing most shots; volume and repetition, not a perfect close rate, produce results.
- For a genuine smoke screen like 'I'm in a meeting,' the correct move is to simply ask for a better time to call back rather than pushing the pitch through anyway.
16Structuring Your Dial Day
- It takes two to three hours of continuous dialing to reach a flow state, so cold calling in scattered 15-30 minute blocks rarely produces real results.
- A dial block should be worked in a specific order: warm handoffs first, then reminder calls, then reschedules, then follow-ups, then cold callbacks — closest-to-paying to farthest.
- Environment discipline (fewer screens, no notifications, one role-play before starting) is treated as a hard requirement for a productive dial block, not a nice-to-have.
17The Five KPIs That Matter
- Five KPIs account for roughly 98% of what determines a cold-calling campaign's success: time on dialer, dials, conversations, booked meetings, and show rate.
- Time on dialer and raw dial count are the only fully controllable metrics — if those numbers don't match what the math requires, the goal simply won't be hit.
- A healthy conversation-to-booked-meeting rate is roughly 8-10%, and it's driven almost entirely by messaging quality and delivery, not list quality.
18Tonality: Screenplay Over Script
- Tonality reportedly matters roughly six times more than word choice — the same script delivered flatly underperforms one delivered with rehearsed pacing and inflection.
- One way to build cold-call delivery skill is to record and transcribe someone who's already good at it, then read the transcript aloud over their recording until the pattern becomes automatic.
19The Top 1% Follow Up Doctrine
- 80% of reps give up on a lead after a single follow-up attempt, while fewer than 1% make 12 or more touches over 36 months — and that persistence gap is the actual differentiator among cold callers.
- 36 months is roughly the replacement cycle for most B2B offers, so a prospect who says no today may become a real buyer within that window if they're never fully written off.
- A single deal converting after roughly two years of intermittent follow-up is treated as normal, not exceptional — the doctrine assumes most wins take longer than one call cycle.
Terms worth knowing.
- Parallel dialer
- Dialing software that calls multiple prospects at the same time and connects the rep to whichever one answers first, while the rest are dropped or continue ringing.
- Power dialer
- Dialing software that calls contacts one at a time in sequence, waiting for each call to resolve before moving to the next number.
- Smart presence
- A caller-ID technology that displays a phone number in the area code a specific prospect is statistically more likely to answer, rather than just the rep's own local area code.
- Local presence
- A caller-ID technique that displays a phone number matching the prospect's own area code to increase the odds they answer.
- Disposition
- A tag applied to a lead after a call that determines what happens to it next in the CRM, such as retry, disqualify, or move to nurture.
- Data broker
- A company that aggregates public and purchased contact information into a searchable database used to build cold-calling lists.
- TAM (Total Addressable Market)
- The complete population of potential customers a business could realistically sell to.
- ACV (Annual Contract Value)
- The average yearly revenue a business earns from a single customer contract, used to reverse-engineer how many deals are needed to hit a revenue goal.
- Gatekeeper call
- A short call to a receptionist or assistant whose only goal is getting connected to the actual decision-maker, not explaining the offer.
- Warm handoff
- The moment a setter transfers a booked, engaged prospect to a closer or account executive, typically referencing what made the original call relevant.
- Smoke screen
- An early, reflexive brush-off ('I'm in a meeting,' 'not interested') given before a prospect has actually understood the offer, distinct from a real objection.
- Tie-down
- A technique where the prospect verbally commits to how they'll notify the rep if their plans change, making a no-show less likely.
Things they pointed at.
15:50toolTitanX
27:35toolTrellis
10:20toolHubSpot
10:20toolSalesforce
10:20toolGoHighLevel
10:20productGlencoco CRM
24:41toolApollo
24:41toolZoomInfo
24:41toolSalesbot
21:52toolClay
1:21:10bookPitch Anything (Oren Klaff)
Lines you could clip.
02:35
“It's not that people really fail at cold calling, they really just get stuck.”
03:50
“Novelty and the relevancy would cut through all the noise and cut through their day to day lives.”
51:10
“This is like a virtual handshake, right, over the phone.”
1:09:10
“I was just watching a clip of LeBron James... and he missed 60% of his shots.”
1:15:12
“The dial block is sacred. Protect it like rent depends on it.”
1:21:10
“Micah, you're not good enough to be yourself.”
56:50
“A script is meant to be read, a screenplay is meant to be performed.”
1:27:20
“Your mentality is either I'm gonna win the business or one of us is gonna die.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
metaphoranalogystory
00:00If the skill of cold calling is something you've been trying to crack, this is gonna be the only video you'll need to watch. In this full video course, I'm gonna go over everything you'll need to crush it on the phones even if you're a complete beginner. If you're wondering why you should listen to me, in just the last six years, I've made over half million cold calls for dozens of b to b companies, and the calls my team and I have made are directly responsible for over $200,000,000 in pipeline and have helped countless businesses nearly double their appointment booking rates.
00:28Just before I get started, I've gotta be honest with you. This video is going to be long. And if you're just looking for a quick tip or some cold calling hack, this probably isn't gonna be the best video for you.
00:38In fact, what I'm gonna show you in this video is gonna be way better than any hacks or tricks you could find out there. If you're genuinely serious about learning a proven working cold calling system, and you're going to immediately implement it, then keep watching. So here's what we're gonna cover.
00:53We're gonna go over why cold calling still works today. We're gonna talk about setting up your campaign for success. The three tool tech stack, building a call list, the eight types of calls, objection handling, daily execution, and then monitoring performance.
01:09And then at the very end, I've got a strategy I wanna share that only the top 1% of cold callers do today. By the end of this video, my promise to you is that you will have everything you need to book way more appointments than you are right now and be able to pick up the phone and generate real results. So let's jump in.
01:26First, you have to believe that cold calling still works, and it does. And here's why. At the end of the day, cold calling is just a human conversation, and people need those human conversations to build a trust bond to actually transact.
01:40If you don't trust the company and the people representing it, then it's gonna be pretty much impossible to actually close a sale. And so the phones and cold calling, it's really just another channel of that communication.
01:52If you have doubts in your mind, you think there's more scalable ways, or you think cold calling doesn't work, and there's plenty of people out there like that, it's not that people really fail at cold calling, they really just get stuck. There's a lot of places you can get stuck. Most commonly, they're not having enough conversations or connections, maybe because they don't know spam filtering and, like, deliverability, how to increase that.
02:15Sometimes they have no idea who to call and how to get in touch with them. Or maybe they do, they just don't know what to say. At the end of it, there's so many different ways you can cold call that people just say, hey, it's too complicated or it's too expensive or I just don't know what I don't know.
02:30That's really when people give up on cold calling. But today, your prospects are inundated.
02:36It's probably the noisiest time in all of history for your prospects. They're getting pounded in the email inbox. They're getting pounded in their LinkedIn DMs.
02:45So cold calling is such an effective method to cut through the noise and demand your prospect's attention on the spot. Even still today with all regulations and the hurdles and what it takes to actually run a successful cold calling campaign, businesses are converting almost 5% of every conversation into booking a meeting through the phones.
03:06It's still one of the most effective channels, especially in the b to b space, I would say. And I would challenge you to think about if you were the only cold caller in the world and no one else was dialing the phones, if you were to call a prospect and pitch them on a solution to a problem they have right now, it like was actually relevant, they would probably be jumping for joy and being like, hey, this is amazing.
03:28I literally got a call about someone trying to solve my problem. And they would say that because they don't have this misconception of like, oh, is this a scam call?
03:37Is this, you know, twentieth call today? Novelty and the relevancy would cut through all the noise and cut through their day to day lives.
03:45But the reality is, it is a working channel. There are plenty of mediocre cold callers. People have been burned by telemarketers from the past.
03:54But at the end of the day, the channel of phone sales has pretty much outlived every other channel. So since the invention of the telephone, as long as the telephone's not going anywhere or something like crazy drastic happens where you can't find people's phone numbers, there's really no replacing a conversation over the phone.
04:13And the beauty of it is you don't have to be with the person in the room with them to engage with them to build a relationship. You can be anywhere in the world. And so you can reach pretty much your entire TAM or your total addressable market from the phone.
04:27It really boils down to why cold calling works or how cold calling works comes down to a math equation. And if it pencils out for your business and your offer, you can make it work for you. Let's hop into setting up your campaign for success.
04:42The first thing you wanna do is say, what goal do I actually want to achieve with cold calling, with this sales channel? From there, you can reverse engineer what it actually takes to hit that goal. Every revenue goal can be reverse engineered into dials.
04:56This is a simple math of sales calculator. Say you're a SaaS company and your annual contract value is $25,000 a year.
05:04You want to hit a million dollars this year. Okay. Say, hey, we're not that's not ambitious enough.
05:08We wanna hit $10,000,000 this year. And let's say, you know, we have a 5% connect rate.
05:14Our book rate's probably 7% because we got good product market fit. Meeting show rate's 70%. Show to qualified opportunities maybe 90, and then close opportunity close ones maybe like 20%.
05:25So from there and say, like, on average, you're making 500 dials a day, so that'd be 4,000 a month. So if you wanna hit that $10,000,000 goal, you probably need a team of 19 sales reps to get there, but it all pencils out. You need to make nearly a million dials over the next year to hit that goal.
05:43Maybe we do wanna be a little more modest. Okay? We'll say, hey, annual revenue target is a million for the year.
05:50If that's really it, your top line revenue goal is only a million, then it's gonna take two reps dialing a 192 dials per day to get to that 90,000 dials.
06:00And it's just basic sales funnel. You might be looking at this and saying like, well, can I actually connect with 5% of the people that I talk with? Whenever I pick up the phone, like, no one answers.
06:11We're gonna solve that in this course. And then do people actually buy over the phone? Can I say something compelling enough that people would take a meeting with me?
06:19And so we'll talk about those messaging strategies. We'll talk a little bit about how to get prospects to show up once you actually book the meeting. And then down here is once you've done the groundwork of getting them in your calendar, in your diary, then this is really up to you in running a competent discovery and follow-up process.
06:35I'll drop this in the description here. But if you wanna play around, you know, say you're an enterprise or your average deal value is a $150,000, your annual revenue target is 2,500,000, you're actually gonna get there really quick even with a single rep here and lower conversion rates.
06:51You know, say you have an SMB offer, small to medium sized business offer, and your ACV is only $5,000. This is what the math would look like there. Maybe you're an agency and your average contract is 36 k.
07:03This is what your math would look like if you wanted to get to 3 quarters of million dollars this year. But when you boil it down to a simple funnel like this, everything's obtainable now.
07:13So let's talk about actually putting the tools together. I'm gonna start by saying, in 2026, in the modern sales tech era, everyone's always pointing to this new tool, this AI bot, this agent, that platform.
07:28At the end of the day, you don't need really any of that to run a successful cold calling campaign. Do these tools help? Absolutely.
07:37Do I personally use a lot of those tools, you know, fancy bells and whistles on a daily basis? I do. Yes.
07:43It really comes down to three tools. We've done plenty of campaigns and generated millions of pipeline with just these three tools.
07:52When I first started my cold calling career, I was dialing on my cell phone and off of a spreadsheet. So I didn't even have these tools. I had a variation of these tools, and we'll talk about that in a second here, but that's really all it takes.
08:03So number one, a CRM, which is a customer relationship management system. Number two, a dialer. And number three, a data broker.
08:11When I first started, my CRM was a spreadsheet. My dialer was my cell phone. And then our data broker, we had one of the many data brokers out there.
08:20So so we'll talk about them more here. But what you don't need quite yet, if you're just getting off the ground, you don't really need email automation, drafting tools, and sequencers.
08:30You don't need multichannel orchestration. You don't even need intent data platforms. There's a lot of platforms out there that will sell you data because they have the inside scoop.
08:40You know, this company, that company is in the market for your tool. Yeah. You can, but, you know, volume also just negates that luck.
08:47By putting up a lot of volume, you're just gonna run into those prospects that have a need for your product or service. You don't need AI SDR agents. You don't even necessarily need conversational intelligence tools.
09:00I would say that's probably one of the more helpful ones, especially as you're getting better or you're refining your outbound campaign. But those can get very pricey if you're looking at like a Gong or something. But you don't need it to succeed in your cold calling campaign quite yet.
09:14The focus here is you don't want to major in minor things. Let's go back to the CRM, the dialer, and then your data broker. So your CRM is where you're going to manage your leads, and you can go as simple as a spreadsheet and have a bunch of different fields.
09:30It can get pretty messy if you just work off of a spreadsheet. There's plenty of options out there. HubSpot, Salesforce, GoHighLevel.
09:38I use Glencoco's CRM because it's built specifically for cold calling. There can be some configuration.
09:46You know what I'll do is I'll walk you through what it looks like to set up the GlinkoCos CRM. Just so you have an idea, it's gonna be different for everyone. I would say, again, you wanna keep it as simple as possible.
09:58There's plenty of tutorials on like how to set up a HubSpot or GoHighLevel or even a Glencoco. We'll go ahead and get set up. So I'll log in to Glencoco here.
10:07It's gonna make me verify my email. Glencoco verification, verify my email.
10:11I just verified my email. Let's just call my company name, LFG Ventures LLC.
10:18We'll just do my company logo. There you go.
10:21Okay. We got a logo, and we'll just say my name is like, who?
10:27Role sales, zero to 50.
10:31How'd you hear about us? YouTube. Connect your calendar.
10:35So we'll go ahead and connect my calendar. And then scheduling a link, we could probably just do, a Google Calendar. K.
10:44So here, we're gonna create a booking page. Oh, we got one right here.
10:49Copy this link. So I'll just grab a Google Calendar link and then okay. We'll complete the onboarding.
10:57For the purpose of this video, I've got a cybersecurity cyber AI governance outbound calling.
11:05So that's what we'll call a campaign name, campaign website, campaign logo, any logo here.
11:12It doesn't matter. So for most other CRMs, they're gonna be general purpose, and there's gonna be a lot more functionalities and features outside of just cold calling.
11:22But what's nice about GlinkoCoco is I'll just be able to show you basic functionality that you would have within a CRM. There is some nice features. Like, there's, like, a AI knowledge builder and that feeds into some other tooling.
11:34For the purpose of this course, the big things you're gonna want is somewhere to manage reps. So that's number one. So a place where you can see rep performance.
11:45Number two is lead ingestion. So we'll talk about, uh, lead strategy in a bit here. But you wanna have visibility on, like, what are the results of the leads that you're putting in.
11:56If you're training your reps or you want, like, your sales documents in one centralized place, it is pretty nice to have that loaded in your CRM and then surfaced when you're actually cold calling. And then a special list for the actual meetings that you're booking for yourself. Again, more bells and whistles that aren't necessary, but like AI call learning, round robin, a calendar connection to your CRM is super important.
12:18And then the last big thing I'll mention here is your dispositions. So dispositions are how the system determines where to send the lead next.
12:28So if it didn't pick up, your disposition would usually be automatic within a dialer or CRM. If they were not a fit at all, then you should not be calling them ever again. And you wanna be very thoughtful about how you wanna set up your dispositions.
12:41Like, this is basically the routing system for your CRM and for your contacts and accounts. Glencoco's got a standard set of dispositions that works pretty much across all verticals. But if you wanna get more specific, uh, you can always add, you know, more dispositions.
12:57Most CRMs have this functionality of adding dispositions. And so that's pretty much it.
13:01You don't have to become a revenue operations genius to have success with cold calling. Another place where I think people, major and minor things, out the gate, get some momentum and then optimize and layer on some automations after that.
13:18I'm a big believer in automation. I'm a big believer in using AI to extract customer intelligence, market intelligence from your conversations.
13:27I'm a big fan of all that. But the reality is you don't need all of that when you're first getting started. The next thing is your dialer.
13:32The rawest form of a dialer is your cell phone. Even if you had like a Google virtual phone, it's probably the lowest tech thing you could use for your cold calling campaign. The issue is, number one, you're not gonna be able to talk to enough people in a timely manner.
13:48And number two, most virtual phones or cell phones are gonna get marked as spam very, very quickly if you're making a lot of calls. That's where the dialer comes in. I'm gonna break down two strategies that are the most popular in the market right now.
14:03We're gonna call this two dialer philosophy. So the high trust model and then you have the high scale model.
14:10When you adopt a high trust strategy, you're gonna use a phone validation service like TitanX. You would essentially feed the leads or the contacts that you've gotten from your data broker and then give it to this service to actually call on the leads and tell you who picks up and who doesn't.
14:29So they will give you back the list with scored leads. So at that point, you or your sales team are only talking to people who actually pick up. And then what you would use is called a power dialer or a sequence dialer that dials one person at a time.
14:46And, essentially, you would bang through that list one at a time. When you do this, you're gonna have a fixed pool of numbers, typically, like, between five and ten, and then you're gonna prioritize phone reputation.
14:56The pros of this strategy, you know, you get to conversations quickly. Your numbers are consistent when you're calling the prospects. You're not losing too many of the contacts that you've already paid for.
15:07The cons are phone validation is expensive, and it's also not guaranteed that the leads that you put in are gonna give you an ROI. You give the phone validation service crappy leads, and it's John Smith, but not John Smith at Acme.
15:22He's over at Walmart as a store clerk. They can only validate so much. They're not gonna validate necessarily like the title or the company.
15:30They're just gonna say, hey, is this John? And if they say yes, then great. It can get expensive and you need to have really good inputs.
15:35And then also there is a component that you have to manage that phone reputation. You have to register the numbers. A lot of dialers already do that for you.
15:43So that's typically not a huge con, but it is something to be aware of from like an operational standpoint. The other side of the fence is the high scale model. With this strategy, you're actually gonna use what's called a parallel dialer, which means you can dial multiple contacts at the exact same time.
16:00And while you're dialing those contacts, whichever picks up first gets transferred to you, and then the other ones hang up. Sometimes they'll still ring out, and they'll ring out pretty much all the way just in case the one that actually picked up hung up right away.
16:14There are efficiency hacks within parallel dialers. And, essentially, what you're doing with a parallel dialer is you're taking that raw list from your data broker, and then you're essentially self validating it. You're the one saying, hey.
16:26Is this John from Acme Corporation? The reason why this is a factor is because data brokers are never gonna be a 100% accurate. Why they're not a 100% accurate is people change jobs, people retire, companies merge.
16:39There's movement in the market, in the talent marketplace, in the employee marketplace, in the executive marketplace. At the end of the day, no Rolodex isn't gonna have a 100% accuracy over a given period of time.
16:52What you can do that's really fun with the high scale model is utilize smart or local presence. You can appear as if you're in different area codes with those numbers because you're gonna have a much larger pool of numbers. Because millions and even billions of dials are made on some of these dialing platforms, they're smart enough to know which numbers pick up the most frequently in different area codes.
17:16It's kind of insane technology. Right? The crude version is local presence.
17:20So if you're from 702, Las Vegas, people are on average more likely to pick up if they see it's in their local area code. The most skeptical buyers are probably getting a ton of calls from local presence.
17:33The next iteration is smart presence. It's a combination of local presence, but there's also people like me who will pick up to say 602 numbers more frequently.
17:44Even though my personal cell phone has a 702 area code, these dialing technologies are smart enough to know that I'm probably gonna pick up a 602 and then therefore route the call. The parallel dialer will show up as a 602 number and call me, and then I can engage the sales rep on the other end can engage in that conversation.
18:05So with that, you're going to have what's called a phone rotation. It can be an operational lift. Plenty of dialing solutions out there that handle this for you, and we'll get into that in a second.
18:17But phone rotation is a key part of number one, doing that smarter local presence matching. But number two, getting past the spam filtering.
18:27Because you're making so many calls on a parallel dialer, it actually doesn't make a whole lot of sense to prioritize phone reputation. You're just making way too many calls. So at the end of the day, you need to rotate those numbers that are getting pretty much burned by the carriers.
18:44They're getting marked as spam through their algorithms, and you need to replace those with fresh numbers. The pros of the high scale model is, again, you still get to conversations just as quickly.
18:54The high trust model, you're making 300 dials a day. In the high scale model, you're making 500 to a thousand dials a day. So it doesn't matter that fewer people are picking up because you're just doing more volume.
19:05The cost can be a much more cost effective starting place at scale because you're not paying for a validation service. You are the one validating those numbers.
19:16And technically, you only have to validate them once because that's what TitanX would do. They would do one pass or five passes, however many passes you pay for. Really, it takes only a couple of times to know, like, okay, this is a bad number.
19:28This is a customer service line where I'm not gonna get to prospect. This person retired or this one is the prospect. It can be much more cost effective.
19:35Some of the cons are, you are going to come up as spam more often. And it's not an exact science. The reason it's not just like black and white, am I on spam or am I not, is because you can be marked as spam for like T Mobile, but then perfectly fine for Verizon.
19:53Not only that, you can be marked as spam for T Mobile Florida, but then completely fine for T Mobile Texas. So it's actually at the state level as well.
20:03There's a lot of nuance, and that sort of spam filtering algorithm from the carriers are constantly changing. Again, I would lean on the dialing technology to do the spam remediation for you.
20:16It's already a service that you can just have with most modern dialers. You want to rotate those numbers aggressively. But that is a con.
20:23The other thing too is your numbers will come up different over time. Right? So when you rotate out of numbers, there's not a whole lot of continuity, a month to month capacity.
20:34The high scale model is what I subscribe to. I tell them save my personal number. If you tell them to save your dialer number, it's gonna rotate out at some point and most likely it's just not gonna be productive.
20:45That's where you can get snagged as well. Who should use HITRUST? Who should use HYScale?
20:50If you are a single business with a single product or service and you also wanna use these numbers for customer retention, account management, you wanna build that relationship long term and have those trusted numbers, high trust is probably the way to go. If you're looking to spin something up quickly and cost effectively, this is really isolated to just booking the meetings.
21:14And you're not doing any like customer service stuff or post sale stuff with the numbers that you're gonna be using. I think high scale is the fit for a lot more folks. Either way, I don't think you can necessarily go wrong.
21:26You just have that extra service in high trust and then and, you know, some extra work to manage the reputations. So those are the two dialer philosophies. Let me give you an example of a dialer.
21:35So what's really nice about the Glencoco CRM is that on top of having its own dialer in there, it also works with a few others. One of the dialers that we work with is Trellis. There's just some really nice functionalities like it overlays on top of your CRM.
21:50So if you ever wanted to use Trellis on top of your clay tables or Google Sheets or HubSpot, maybe you're switching different CRMs or different spreadsheets or whatnot, this can actually just dial off of all those systems, which is really awesome. They're both a power and a parallel dialer.
22:05A lot of technologies out there have both. This one's got the features like smart presence, local presence.
22:12You can set your time zones. You can set smart lists. You can add filters.
22:16So you only dial specific time zones or countries or states. Other cool features like you can have prerecorded voice mails so that as it's doing the parallel dialing or the power dialing, it's leaving voice mails on your behalf. Just a lot of great functionality that YouTube or Spotify, you can play right in the dialer and then it stops when someone picks up.
22:34Now, you can individually dial. There's keypads. There's copy paste.
22:38We can take it a step further. You get analytics. We'll talk about monitoring success a little bit.
22:45Call recordings. I would say out of all the features in a dialer, call recordings is probably one of the top ones. So you can share it with your team, successful calls, coaching calls, getting context if you forgot what happened on the original call.
22:58Features like a virtual sales floor, practice bots, so there's like AI bots that you can train on. Just a whole bunch of different functionalities. Just a really massive fan of Trellis, but plenty of them out there.
23:09I have mine set up to parallel dialing from a number management perspective. We can see there's a shared pool of numbers. And then each individual rep we have a couple 100 on the list here.
23:20Each one of our reps has five to 10 numbers as well, just to personally dial from it. We have both the assigned and the pooled numbers.
23:27We are pretty aggressive with our phone rotation. So you can see, like, it's doing spam tests pretty much on a daily basis. So a day ago, this one's five days ago, six days ago, a day ago, a day ago.
23:41So, yeah, we spam check pretty regularly. Trellis just rotates them out. There's a couple steps to set up a spam test and the remediation.
23:50Usually, it's pretty easy to figure that out. So that's what dialing technology can look like. Usually, it's like a list view.
23:57Yeah. That's what we use. Yeah.
23:58Setup's really straightforward. You just log in. It's like I did for Glencoco.
24:02And then set up, you know, their settings like time to dial. How long should we wait before automatically dialing the next number? Time to log.
24:10You want them to automatically open LinkedIn? Do you wanna automatically open the website? So many things you can do with these dialing technologies.
24:18But the reason I'm not gonna go through it is for the most part, you can lean on just the default settings within most dialers. I wouldn't mess around with it too much, but, yeah, there's different automations, ringing and muting.
24:32This is also like a disposition set, who to call, which numbers do you wanna prioritize. Don't get overwhelmed by it. Log in.
24:39Check out their onboarding and help center, and then just get started. You can layer on the optimization. You can layer on the automation afterwards.
24:46So we got your CRM. We got your dialer. Let's talk about your data broker.
24:49We'll just hop into building a call list. The first thing is you should have a general sense for your persona, or at least the personas that you want to target and test.
25:00There's a company we're calling for that they wanna test the IT persona as well as the operations persona. Cold calling is a great way to see what segments resonate with your product offering.
25:15You can use cold calling as almost like a market intelligence or a customer research kind of motion. If you don't know your persona, you probably need to sit down and define who you're trying to target.
25:26Know your persona. Know your buyer persona. There's a couple of routes to find the people that you actually want to talk to.
25:33We could probably end up doing a whole lead generation masterclass on this if we wanted to get into, like, scrapers and agents. But the reality is it can be a lot of work.
25:44Your best bet is just to use a data broker. There's companies out there that have collected information on people throughout the web and aggregated it into a database.
25:56And that database makes it easy to look up the people that you want to contact. There's plenty of them out there, Apollo, ZoomInfo, Salesbot, Listkit, Prospio, probably a dozen and a half of them.
26:10One of the constraints is every single data broker is gonna have different coverage on different verticals and then different accuracy rates within those verticals. So that's where it can be a little tricky.
26:24I would say start with a general, like, large data aggregator if you don't already have one in mind.
26:31Apollo is a great starting place. Salesbot is a great starting place.
26:36They're relatively low cost. ZoomInfo's been the thousand pound gorilla, but they're gonna lock you into a year contract for $15.
26:44There's plenty of them out there that are month to month and much more cost effective. I would say, like your low tier data providers, you're probably paying between 5 and 15¢ per mobile enriched number. And you wanna go mobile enriched, marquee data brokers, you're probably paying upwards of 20 to 30¢ a contact.
27:06Pro tip, don't ever pay more than 30¢ to ZoomInfo. You can always talk the sales rep down to 30¢ at the very least. That's what I've done a couple of times.
27:15Do not pay 60¢ per contact. You can pay 30 for the best data. Any more than that, it's gotta be, like, super specialized and you need to do some like validation.
27:24It's really simple workflow. You're gonna define your persona, the title of the contact you wanna go after, the company size, industry, geography, the region, maybe any of their tech stack, like technographic data. I try to avoid that unless that's like core to your offer.
27:39But there are specialized brokers that do track technographic data. Check out their stack. You're gonna build filters within these database tools.
27:47You're gonna pull and verify the list. And then you're gonna load those leads and then essentially start dialing them.
27:54I'll walk you through how to do that. You wanna keep it really simple. We're just gonna pull a simple query.
27:59We're a cybersecurity company doing AI governance. I already have one. Most data tools will have pretty straightforward features.
28:07You want to typically exclude lists and context that in Salesbot here, I have a function to exclude those. And then location, prospects location, Canada and US.
28:19And then HQ. I mean, if the person's here, I'm usually fine with that. Specifically, was looking for job titles like information technology, information security, CIOs, CSOs, CSOs.
28:32One of the key things you wanna do here is also exclude titles because a lot of these can slip in. Assistant to as a Boolean or, like, the exact words.
28:42Executive assistant, consultant, advisor, account. That's usually, like, account manager, member.
28:47Sometimes you get a lot of board members, interim. I don't typically like to talk to folks in a transitionary role. They're typically not buying a whole lot.
28:55And then management level as a filter, lead VP, heads, directors, industries. So for this specific campaign, any industry was fine except specifically software, security, cybersecurity, SaaS companies.
29:08The revenue range and company size, the band we wanted was at least 50,000,000 in revenue. Company size, 200 to a thousand. So there's a lot of great filtering you can do.
29:19And a tool like Salesbot actually has AI filtering, so you can just tell AI exactly what you want. And it'll try and take a first crack at putting in these what we call query parameters, basically filters to look up the database.
29:31And then from there, we got 4,600 leads. We can take a look at, like, the composition of this list to see if this is, like, who we wanna target.
29:40Top locations, New York, LA, Chicago, Toronto, Houston, Boston.
29:46That looks good. Current job titles, director of IT, VP of IT, CSOs, head of IT.
29:53So that's all great. It's exactly what we wanna see. And so very quickly, you can also, if you saw maybe, like, assistant owners are a really good one.
30:01Right? We don't actually want owners. So we would get rid of owners, and then it would update, and then boom.
30:06So this is just a really nice way to filter out as well. Like, you know, we really don't want CEOs in here. But anything less than that, that should be fine.
30:15There's like 10 or so CEOs and we don't want CEOs. We lose a couple bucks. Industries.
30:21Right? Higher education hospitals, top current companies.
30:25Typically, you want to put a filter on how many contacts at a certain company make it into your list. Any more than five or six six is really my number.
30:35It's always been my number per company. Any more than six is probably redundant unless you're specifically going after massive logistics companies and you're targeting specific warehouses.
30:46Then sure. Okay. You can have 20 people, 50 people from Amazon.
30:49And then company sizes, that's all here as well. Sometimes filtering is weird in some of these databases. So even though I put 200 to a thousand, sometimes it'll companies will, like, slip in.
30:59Not exactly sure why. No matter what database you use, they're never gonna be a 100% accurate. They're actually 200 to 500, but for some reason, it says one to 10 or vice versa.
31:10Usually, exporting takes a little bit of time, and usually, you can find all your exported lists in one area. There's, like, a nice email automation setup.
31:20It might take an hour to, like, gather all those contacts, put their emails and phone numbers and all that spreadsheet of all our contacts and accounts. We say accounts because accounts is like companies.
31:31And then from here, you wanna put this into your CRM. And, hopefully, your CRM and dialer are connected. Um, if you're on Glencoco, they're connected.
31:38So you can either integrate your CRM to your dialer or you can upload CSVs typically. So we gotta integrate leads, upload CSV.
31:48So we upload a list, and then we'll map our fields. It's adding the leads right now. Now that it's added, GlowingCoco's AI will try to map the fields appropriately.
31:57The process of mapping is pretty much required anytime you're moving data from one system to another.
32:04It's essentially just matching the field on your spreadsheet to the field within Glencoco or within your CRM. If you have a system that tries to auto map, you typically wanna inspect it just to make sure it got it right.
32:16Like this one, not quite. I would probably put mobile phone one here and then work phone here.
32:24Right. So that's just a preference. And then verified email, company name, HQ, industry, LinkedIn, country, state, city.
32:33That looks right. Company website size revenue. Yeah.
32:37This is good. And then you would submit this. And then while that's going, we can just pull up another one here.
32:43On the dialer side, at least within Link Coco, this is what it would look like. So if we went to just any list here, then you have your list, and then you can just start calling.
32:53That's typically gonna be your process from a list building perspective. And it's four simple steps.
32:59You wanna define your persona. You wanna build the filters in your database tool. You're gonna pull that list and then just verify everything looks good.
33:06And then you're gonna load that list into your CRM and dialer, and you can start calling them. I would say the major pitfalls here are not properly inspecting the list, having a lot of leads where the titles a lot of folks don't put in the proper query parameters and then end up pulling assistance or the wrong title where it's like, maybe they put account instead of accounting.
33:30So then it pulled account managers, which would be like sales titles instead of finance and accounting titles. So stuff like that, I would say, just watch out for. Make sure your fields are mapped properly.
33:40That can be a big snag. Making sure that the fields, when you export it, if you are gonna do any data manipulation, moving phone numbers between, like, columns, just make sure you're doing it as cleanly as you can.
33:53But for the most part, pulling lists is pretty straightforward. The art comes in when you learn how to put better parameters in place.
34:02Like, truly, truly, truly put, like, the best possible parameters. And then as you expand your cold calling campaign and you start using other data brokers, that art form of filtering for exactly what you want becomes really valuable because not every data broker is gonna have the same set of filters.
34:19Your ability to understand those filtering mechanisms is what's gonna help you get more and more of that coverage.
34:26As a rule of thumb, again, just start calling at this point. You can optimize later. But the next question is, what do I say?
34:32Next, we're gonna go over the eight types of calls. These are really the only eight calls you're going to make when you're running a cold calling campaign.
34:42Everything else kind of falls into these categories. Before we get to those specific types of calls, I'm about to tell you the winning structure of the cold call, the way that we do, and why it's been so successful no matter what vertical I'm calling in. Every prospect moves through five emotional states.
35:00And when you first pick up the phone, your prospect is always in a state of fear. They don't know who you are. You're an invisible stranger.
35:08Is this a scam? Most of the time, they're gonna be defensive. You're gonna be closed off and ready to hang up because they don't know who you are.
35:15So you really have about seven to ten seconds to turn that fear into trust. It's just enough trust to hear you out and say it's not an Indian scammer. It's something that's potentially relevant to me and it's worth listening to for at least another thirty seconds or so there.
35:31So you gotta turn that trust, that little inkling of trust into curiosity. That's what you do in your main pitch. And it's like, oh, I actually have this problem that this person's talking about, or this is actually relevant to the world that I live in.
35:44This sounds like a peer in my space. This person might know something I don't, and I want to know whatever it is that they're talking about. From there, you need to turn that curiosity into commitment, which is them saying, yes, I'll take a meeting.
35:57And then the commitment to action. And action is them actually showing up for the meeting. The way the winning cold call is structured is you're gonna have an intro, typically a modified permission based opener.
36:08Then you're gonna have the main pitch or big idea. Then the down sell and close. Then scheduling, which includes the email confirmation and tie down.
36:17And then that's when you can back into qualification questions. At that point, you can confirm the meeting and then end the call. We'll dive into the components of the call here and go over a couple of examples.
36:28The one thing that is probably different than some other gurus or philosophies out there is I believe in asking qualification questions after the meeting's been scheduled.
36:40Mostly because at the beginning of the call, you haven't really earned the right to ask those questions, and your rapport is gonna be the strongest when you've actually booked the meeting.
36:51By the time you book the meeting, then it's like, okay, yeah, can answer a couple more questions, and then The other thing with asking qualification questions after you've done pretty much the bulk of the pitch is you're going to get much more repetition in. And repetition is the key to success in cold calling.
37:09You just need to do a ton of reps. The more pitches you can get out, the faster you're gonna get really, really, really good on the phones. And until then, you might think it's a waste of time potentially pitching to people that wouldn't qualify for your offer.
37:23But my philosophy is, if you're ever gonna master this skill, the quickest path is just getting more pitches out. Structuring the cold call with qualification questions after booking the meeting allows for more of those pitches.
37:35And then at the end of the day, if they don't qualify, you can just cancel the meeting. It's not that big of a deal.
37:40Let's get into the eight calls that you're gonna be doing in your cold calling campaign. The first one is your discovery call. I'm starting in reverse here.
37:47But this is the meeting that you're cold calling for. So by the time they're on a discovery call, they've already booked a time with you from the initial cold call. We're not gonna spend too much time on this.
37:57This is like another section where you could have a whole master class on. This is basically follow-up and closing and having a compelling pitch. This is gonna be dramatically different for different companies and different offers.
38:09We're not gonna go too too deep in this. This is the desired outcome of a cold calling campaign is to get to the discovery call. And then you're gonna have the gatekeeper call.
38:17You're have the inbound call, the follow-up call, the referral call, the reminder call, the warm handoff, and then the actual cold call, what you're gonna do. Like, this is the most common call you're gonna have. You're gonna be doing this the most, basically.
38:32I'm gonna start with the gatekeeper call. I'm gonna go in order. And these are all gonna be either adjacent to the cold call or a variation of the cold call.
38:39Pretty simple pitch. You're gonna get probably a ton of these, especially if you're dialing every single number and trying to milk the list for all the numbers that you've gotten. You will run into receptionists and gatekeepers.
38:51My go to pitch is, you know, they say, hey. Thanks for calling company ABC. How may I help you?
38:57I go, oh, yeah. Hey. Looking for John Smith.
39:03Thank you. And I say it just like that. Nice stern voice.
39:07Come up. Come down. Thank you.
39:10We're done talking here. K? Sure.
39:12Can I tell him who's calling? Yeah. Yeah.
39:14Yeah. Yeah. Sure.
39:15Let him know it's Micah Vu. Thank you.
39:19Up, down, clearly articulated. Thank you. We're done talking here.
39:24K? Okay. Great.
39:25Can I ask what this call is regarding? Yeah. They should know.
39:27Are you able to connect me? And I'm almost frustrated at that point. The objective here is you're just getting past the gatekeeper.
39:35You don't you don't need to tell them your life story. You don't need to tell them why you're calling. You need to put the pressure on them to do their job, which is connecting people with the right people.
39:43This has a very, very, very high success rate. As soon as you start telling, yeah, you know, this is Micah from, you know, cyber governance company, and I just wanted to, you know, talk with John to let him know about a solution that we offer and see if it'd be relevant.
40:01Like, it's game over at that point. You wanna keep it really short, really brief, high status, uh, directing to the point. You can be a little friendly, but you wanna give the air of, like, come on, you know, let's get on with this.
40:13And that's how you handle gatekeepers. Inbound call, most dialing softwares will have a feature that you can get called back. Some may have a call forwarding feature, so it can forward that call to your cell phone, you know, if you're off the line, try your on break.
40:26The benefit of the inbound call is the dynamic shift. Now they're coming to you, and you kinda wanna play into that a little bit. That might tell it in something like, you know, you pick up and you say, hello.
40:37And the prospect says, yeah. Hey. How's it going?
40:39Uh, returning your call, or I I got a missed call from this number. You can play into the kind of, like, tension of, like, who are you?
40:48Right? Because that's normally what the prospect's thinking is, like, who are you calling me? But you can play into that because now they're calling you.
40:55You're like, yeah. Who are you? Right?
40:57So you can, you know, play into it and say, oh, yeah. Is this, um, this is, uh, John.
41:03Right? Right? It's like, um, you know, you're thinking.
41:07There's a little thoughtfulness there. This is John. Right?
41:09Yeah. Yeah. This is John.
41:10Oh, yeah. Yeah. Yeah.
41:11Hey. Thanks, John. Release the tension here.
41:15Right? So it's like, oh, yeah. Thanks, John.
41:17Um, you know? Oh, gotcha. Yeah.
41:19Thanks for buzzing me back, John. Name's Micah. I'm over here at, you know, Cyberco.
41:25Not sure if it was relevant, but wanted to run an idea by you. Um, does Cyberco ring a bell just by the off chance? So you can start off, because the dynamics shift a little bit, you can actually introduce a little more intrigue and curiosity, which is you're not sure if it was relevant, little negative negative framing in there.
41:44And that can open up the conversation a lot more effectively than, you know, your traditional intro, which we'll get to, which wouldn't actually make a whole lot of sense when you get an inbound call. Most of the time, they're gonna say no, and then that's when you can transition to your pitch.
41:58Okay. Gotcha. Well, then real quick, let me give you the ten second thumbnail, and feel free to cut me off if it's not in your wheelhouse.
42:03Right? It's a little upfront contract there. Give them an out, protect their okay nip, and then you can go into the pitch.
42:09The follow-up call, this one's more of a framework. You've already talked to them in some capacity. You really want to reference whatever the context was on the initial call.
42:21So if it was a previous bad time, like, hey, you know, you called me at a bad time. Call me back later. That could be, hey, send me an email.
42:28I'll take a look and we'll see if it's relevant. Maybe it's like, hey, timing's completely off. They were in a meeting.
42:32Whatever the context was is really what you wanna use on that second call. And what's really cool here is people will respect you a lot more, especially if you did things within the bounds of what they've requested.
42:46Part of my philosophy in cold calling is like, you always have the ability to call them back. Right? So you don't have to close the deal right here and now.
42:55When you build a track record of not necessarily compliance, but operating in sort of a social bound, respecting other people's humanity, it rubs people the right way.
43:05So when you say, hey, look, I caught you on vacation. Hope you enjoyed your time in, you know, Cabo. Actually, how was it?
43:11You know? And then lead back into the pitch after that.
43:15Build that rapport, establish that relationship. You can do a lot of that in your follow-up. So you have to be a little more dynamic here.
43:21Um, but here's just some examples of how you can, like, reengage in those conversations. A lot of people, I think, can be spooked. You know, I talked to them and they brushed me off last time.
43:30What do I say this time around? I'd say don't overthink it. And if you don't know what to say, you can always just start with a fresh pitch.
43:36And you don't have to reference it. If they say don't call me, then you actually don't have to. But they say, like, hey, piss off and hang up right away.
43:43You can either do a follow-up intro where it's like, hey, John. I know I caught I don't think I could've caught you at a worse time. Uh, I think you were in the middle of something.
43:50Um, is now a better time? Referencing that opens the door in the prospect's mind of, like, you know, what did happen on the first one? I can't remember.
43:58Oh, yeah. Hey, John. It's, uh, Micah over at Cyberco.
44:01Um, you know, I know we had a brief conversation on, uh, April 15, and you were in a meeting and, um, asked me to call you back.
44:09Is now a better time? And then from there, you go into your pitch. Referral call, same spirit as the follow-up call, but this one, you a 100% should be leveraging the initial contact that pointed you in the right direction.
44:24So that could sound something like, you know, hey, John. This is, uh, Micah at, uh, Cyberco.
44:30Um, you know, Susie told me to darken your door, so, you know, blame her for the interruption. You know, introduce a little humor there. But do you mind if I grab half a minute?
44:40I'll tell you why I called, and then I can let you get back to it. Right? Then go into your main page.
44:45Let's talk about the reminder call. I know we're going in reverse here. But once you've actually booked a meeting, you're going to want to basically do a reminder call.
44:54We call them flip calls, um, to make sure they actually show up for the appointment. And this is very, very crucial to make sure your show rates are high and you're not just getting ghosted because, you know, people forgot about your meeting. The key with the reminder call is you want to introduce a little serendipity or reason justification for the call outside of just reminding them.
45:17People can be turned off by how salesy a reminder call can be. And so if you actually have a real reason why you're calling, it kinda lowers that guard.
45:27So one example of that would be like, you know, hey hey, John. This is Micah from Cyberco. Hey, just a heads up for our call tomorrow at 2PM.
45:37Uh, we're good to go, but my director or even, you know, myself, we we do have a client onboarding, uh, right before, so we might be a minute or two late.
45:48If my director's late, just hang out on the call bridge for a second, and he'll be there shortly. And of course, if a fire pops up for you, feel free to, you know, shoot me a text, send me an email, whatever it is. We can juggle some things around if necessary.
46:00Sound good? Okay. Great.
46:01Well, outside of that, look forward to chatting, uh, tomorrow. And until then, stay safe. This should be left as a voice mail if they don't pick up and potentially even a text and an email.
46:12It says reminder call, but usually you want to hit them on all channels as much as possible, maybe even LinkedIn if you're dialing directly for your own company. But you wanna make absolutely sure that there's pretty much no excuse for them not to show up for a call.
46:27And if there is something that comes up, then they tell you, hey, something came up. No call, no shows, unacceptable. A reschedule's fine.
46:35An advance notice is fine. And then a confirmation is fine as well. That's the purpose of the reminder call.
46:40And then warm handoff can also just be the intro to your discovery call. So depending if you're just a setter, it's typically best practice to tee up the conversations for your AE or account executive or closer.
46:54And then if it's your own, then typically you just wanna reference whatever it was on the initial call as a beachhead for your conversation. This one's really dynamic.
47:04It's dependent on what you discussed on the initial call. Why it was relevant?
47:10Why they took the meeting in the first place? And then inevitably, what will also happen is people will just also not show up to the call.
47:17I can't tell you how many times I've seen sales reps and AEs, account executives, wait on the call bridge, twiddling their thumbs for, like, five, ten minutes and then just hopping off. Like, the work's already been done.
47:30Like, the hard work of finding the right person, getting them curious enough to say yes to a meeting, and doing all the scheduling, That's the hard part. And a lot of times people are just busy. Maybe they just forgot about it.
47:41So exactly what you did with the reminder call, you wanna do that during your scheduled appointment as well. Sometimes you can do it like ten minutes before just to make sure that they're gonna show up. But if they don't show up, say like two, three, four minutes past the gun, give them a call.
47:56Call them. Leave them a voicemail. Shoot them a text, and send them an email.
48:01And the key here is also you still don't wanna be supplicative. Neediness kills all deals. So it's not, hey, mister prospect.
48:07Like, hey. I'm I'm on the line here. You still available to join us?
48:12It should probably sound something more like, you know, hey, John. It's Micah from Cyberco. Hey.
48:16I'm on the line here with my director for our scheduled meeting. Let me know if you have any trouble accessing the Zoom link. Right?
48:23So getting better for the DAOs, probably some tech issue. Um, but we're here ready for you. Right?
48:28And that's the tonality you want too. It's just like blunt, direct, going on, man. We're like, we're here.
48:32We're waiting. Come on. Chop chop.
48:34That's a call. That's a voicemail. That's a text.
48:37And that's an email. I'll include some templates in the description, but I can't tell you how many times I've had the prospect apologize and say, oh, so sorry.
48:45Totally forgot. Oh, yeah. I You know, I'm not used to Google Meet.
48:49We're usually a Zoom shop or whatever it is. Yeah. Yeah.
48:52Just wrapping up my last meeting. I'm hopping on right now. I can't tell you how many times that one bird dogging call will get people And then you save You actually respect yourself enough and respect your sales team time enough to hold the prospect accountable to showing up to the meeting.
49:08So I think that's another area people definitely miss in terms of Right. Why cold calling doesn't work. Oh, yeah.
49:13You know, cold calling People only saying yes to me because they're too nice to say no. And the reality is if you have a great product, you have a great service, and you truly believe in it, get them on the line, you know?
49:24So that's what I would say to that. And then finally, the last call and arguably the most important. I save this for last because we'll do a deep dive into the actual cold call that you're gonna be making on a regular basis.
49:35I think the best way to explain the cold call is just to show you an example. I'm gonna pull up an example.
49:42Let me show you a real life pitch that we are using for one of our clients in the cyber and AI governance space.
49:53And this is probably one of our highest performing ones across the Glencocco marketplace. Essentially, you would start with your intro and then you would go into your main pitch.
50:04So this one, we broke it down a little more from like an advanced messaging perspective. The main pitch includes the status thumbnail, the change in the world, the unique value proposition, and then we get to the down sell and close, scheduling wrap up, and then qualifying questions.
50:21And then, typically, you can end the call from there. So I'll provide some commentary.
50:26I'll just go through it one time, and then I'll kinda talk about the mechanics behind why this works. If you pay attention closely enough, you can see those transition points throughout, uh, the pitch that follows that emotional journey.
50:42So I'll sound something like, oh, yeah. Hey, John. It's, uh, Micah, um, over at Major.
50:48Um, you know, I know I'm catching out of the blue here, but do you mind if I grab half a minute, tell you why I called, and you can let me know if it's even in your world? Okay. Appreciate that.
50:57So so, yeah, quick background on Major. Um, we're what companies like Vercata and Cyberhaven use to actually see what Copilot, ChadGPT, and Gemini are doing inside the company.
51:11So the reason I'm reaching out, most CSOs I talk with right now are dealing with the same problem. It's basically , you know, just AI flavored. You know, five years ago, it was Dropbox and Slack showing up without anyone asking.
51:28Now it's ChatGPT, Copilot, Gemini.
51:32And the thing that makes this one worse is the end users aren't just using the apps. They're connecting them to Outlook or Salesforce or NetSuite.
51:42And there's just no real inventory of which tools are connected to what. They know it's happening. They just have no visibility into any of it.
51:52And and so, Major, what we're really doing is giving CISOs back what they've quietly lost over the last eighteen months, which is control. We're a SOC two certified self hosted infrastructure layer that plugs into your existing stack and sits between your people and the AI tools they're already using. So every prompt, every connection running through us first.
52:14So you can actually set parameters. You know, sales teams gets these tools with this data. Finance gets those tools with that data.
52:21Everyone else locked down. Permissioning by team, audit logs for compliance, rate limits when you need them. And for the end user, same tools, same workflows, no extra logins.
52:31They don't even know we're there. But super simple, John. Now I know my timing's probably off here, but I just wanna see if you'd be completely opposed to carving out fourteen, fifteen minutes for more of a coffee break style chat, walk through what this actually looks like in practice, uh, with folks that look like you guys.
52:47And then from there, you keep us in the back pocket or you don't. Um, would it be ridiculous to loop up, say, Tuesday or Wednesday? Right?
52:56Alright. Sounds good. Well, let me, um, let me see what times we got here.
52:59Obviously, you would have your calendar up at this point. I usually throw out three to four times within the next seventy two hours.
53:08Usually, you don't wanna schedule anything farther out than that. Show rates drop quite dramatically, and you have to make sure you're doing your reminder and sort of warm handoff activities.
53:18But seventy two hours is really that key time frame. And then you wanna verify the time zone, verify their email, and have them tell you your email, just because there can always be discrepancies. And then from there, that's when you can send the calendar invite, and then fall back into your qualification questions.
53:35So the transition into the qualification questions will sound something like, okay. Great. That makes sense.
53:40And then last thing before I cut you loose here, John, you know, a lot of the IT and security leaders we talk to, there's usually one or two things top of mind when AI governance comes up. You know, um, things like they've got people plugging in AI accounts into Salesforce, Gong, you know, their inbox, and they have zero visibility into any of it.
54:00They're maybe worried about a data leak. You know, maybe customer info, IP, financials getting pasted into a prompt and ending up in some you know, training some public model, or they're getting keyed from legal, the board, or an auditor to have an AI policy.
54:16But there's really no real way to enforce one with the tools they have today. But for you guys, you know, what's been the biggest thing lately?
54:24Right? What's key about this needs based line of questioning is it might feel a little long winded, but that's kind of the point. You want them to start thinking about the problems that they face on a day to day basis relevant to this.
54:38That's just a dark technique that you can use when fishing out for, like, what's actually gonna be relevant to them. And then from there, you wanna get as many of these qualification questions out as as possible.
54:50Almost get them to the conversational cliff before they, you know, hang up. For this specific scripting, the tie downs a little later.
54:56I actually like to have my tie down in the scheduling wrap up, but this helps dramatically increase show rate. And the purpose of this is essentially have them verbalize how they're gonna tell you if they can't make it.
55:09And then real quick, and before I forget, you know, I know meetings and fires can pop up out of the blue. If something does come up, you know, how do you wanna let us know if you can't make it? And then you shut up, let them struggle.
55:18They'll probably say something like email, or I'll I'll respond to the calendar invite. And then that's when you can release the tension. Sometimes I'll say, like, okay.
55:24Yeah. That works. Bit of a trick question.
55:26I know some folks like to email or text back or call back, but, you know, email works for us. And at the very end of the call, I also like to say, oh, and then last thing, uh, did that calendar invite come through? And then physically have them check their inbox if they're around or at least think about it.
55:41Right? So even if they're like, hey. I'm on the road.
55:43I'll check as soon as I get back. Okay. No worries.
55:45But if they're there, see if you can have them accept the calendar invite right then on the call. Between the tie down, having them verify the email, having them think about the pain, ultimately, having them accept the invite on the call, like perfect call in terms of getting them to show up.
56:02I would say that's where a lot of reps get snagged. Like, oh, you know, like, I booked the meeting, but they didn't show up. Did you do those four things?
56:09Did you create actual desire for them to show up based on the questions and sort of need finding that you did in the call? Did you have them verify their own email and make sure you didn't just fat finger it because you read it back to them based on whatever you had on file? Did you tie them down and have them verbalize how they're gonna let you know if they can't make it?
56:30And ultimately, did you have them accept the calendar invite right then on the call? Those are strategies that are gonna help tremendously with your show rate. But let me come back to the main pitch here, explain kind of what's going on.
56:41There's a ton of psychology at work here. There's a ton of transitionary techniques.
56:46There's a lot of tonality stuff baked into this, which might not be inherently obvious. But you've got your hybrid permission based opener.
56:55There's tactics like double tapping them on the name, emphasis on the company name, your name and the company name, tactical empathy statement, which is I know I'm catching out of the blue, and then playful curious tonality into the actual ask, which is for the next thirty seconds here. The reason this works so well let me give you two sides of the coin.
57:15One is, like, the, hey, John. How are you today? Kinda generic intro, where it gives them basically nothing, and you kinda, like, try to pretend like they're friend.
57:24Then there's the pitch slap. You know, hey, John. Uh, it's Micah from ABC Company.
57:30We help, you know, CSOs and, uh, IT teams with their IT governance, da da da da da. That's too much right out the gate. And a lot of times, prospects are looking to disqualify you right off the rip and be able to hang up right away.
57:46So I think both ends don't necessarily get the job done versus this is just enough information where they can't ding you.
57:54I already told you my name and I told you the company. That should be enough information for them to be like, let me think about what they could possibly want. It's basically a handshake.
58:03Right? The whole point of a handshake is like to make sure, well, the olden times that the person across from you didn't have a weapon up their sleeve. You shake their hand.
58:10This is like a virtual handshake, right, over the phone. And you wanna talk just enough so they can like say, okay, it's a real person. It's not an AI.
58:18They're giving me enough some information. They're polite enough to ask for permission to continue speaking. It's just a highly effective intro at the end of the day.
58:25From there, we're doing a ton here. The main pitch is doing the absolute most when it comes to creating status alignment, sounding like we're a peer in their space, not necessarily overloading them with, like, too much technical detail, case studies, or it's just enough to show that we're on the same level as understand things about this space that they understand, if not more, and we're able to articulate it just as well as they can, if not better.
58:56And then from there, that pain rift that we open up is then solved by what we actually do. This right here is like getting on the same level. And this right here is actually knocking their socks off, showing that we're competent to solve the problems in this space.
59:10Then from there, the down sell and close is pretty standard. Um, but super simple is a transition statement. My timing's probably off.
59:17Here is a what we call holdback, which is essentially handling the objection before they bring it up to you. And then what you're doing with this ask is this is the down sell part, which is essentially lowering the stakes of what the commitment is from them, and then ultimately asking them for the date and time for when they would like to meet.
59:38So those are pretty much the key elements of your pitch from intro to close. This is the play that you're gonna run over and over and over and over and over and over again. The question is, do you need a stats thumbnail?
59:50Do you need a change in the world? Do you need a UVP? Not necessarily, depending on how complex your offer is.
59:56Think about the persona that you're targeting and what they have an appetite to listen to. Let me give you an example.
1:00:03One of our campaigns is in the home services space as a home remodeling company. I'm not doing a status thumbnail change in the world and UVP for a homeowner who they're just like an average homeowner.
1:00:14It's gonna be overwhelming for them. So the pitch for them might be like, hey, you know, we're in the neighborhood. We've done a couple of your neighbor's house's roofs.
1:00:24And we're coming through and we're doing a special where basically no cost. We're gonna be doing quotes for any remodeling project you have.
1:00:33So if you're thinking about redoing the kitchen, the siding, getting the windows redone because your AC bills are way too high. We're gonna be providing these quotes at no cost and they're good for a year.
1:00:44So you don't even have to pull the trigger on it until you guys are ready. But would you be completely opposed? Are there any projects you guys are working on in the next have in mind, even for the next year or two?
1:00:54So something simple like that, it still incorporates all the elements, but it's much, much simpler. Let me give you one more example.
1:01:00I've got a buddy who's in the commercial facilities maintenance space. He does pressure washing.
1:01:07He does window washing. He cleans these facilities. His pitch is also very simple.
1:01:13His status thumbnail is he's local and he works with a bunch of major steak houses out here. Steak forty four, Ruth Chris, Fleming's, Dominic's, Houston's, all his pitches.
1:01:25Hey, it's, you know, Cole from Canyon Cleaning. We're the go to facilities cleaning company for all these major steak houses.
1:01:32And we're in the area giving quotes for any type of cleaning that you may or may not be looking for for the sole purpose of driving more customer traffic to your location. And you and I can agree the way you present your facility is a reflection of your brand and the experience you give to your customers. And that's why we take pride in, you know, our cleaning service specifically for high end retail spaces.
1:01:56That pitch is very simple, and it resonates much more with small to medium sized business owners or franchise business owners versus a more complex pitch like this, which would resonate better for IT and cybersecurity professionals. So you kinda have to right size it. I'll drop some templates down, uh, in the description as well.
1:02:14That way, you can kinda see some of the different flavors, whether you're targeting IT personas, finance personas, e commerce personas, SMB personas, and you can kinda see and feel the different spirits of complexity when it comes to the main pitch.
1:02:29But, typically, you wanna follow the structure, intro, main pitch, down sell and close, scheduling, qualification questions, and the call.
1:02:37And finally, the last part of what do I say is objection handling.
1:02:43In the cold call, there's a lot of sections that are Mozart that you should really screenplay out a lot of the talk tracks. With objection handling, there's gonna be industry and offer specific objections that are gonna be different.
1:02:58There's gonna be a ton of them. But you wanna think about objection handling in frameworks.
1:03:04There's really only two types of pushback that you're gonna get on a cold call. The first one, smoke screens, and then the second one are actual objections. So smoke screens typically gonna come at the beginning of the call.
1:03:17Call. They don't know what's going on. They're just trying to get you off.
1:03:20That's when you're gonna hear, I'm in a meeting. I'm not interested. Just send me an email.
1:03:23I don't take cold calls. Those are smoke screens. Fundamentally, you handle smoke screens different than objections.
1:03:31Actual objections typically come after your pitch when they understand what you're doing. They understand where you're kinda going, what space you occupy.
1:03:40And the smoke screens, I can just give you the responses. Those are very straight forward. I'll go into a few of them in a second here.
1:03:46But the actual concerns, you want a framework for this. And the framework you want at the scale you're kind of building here is reentering the conversation.
1:03:57I think that's where people actually get stuck. It's not necessarily like winning the objection or overcoming the objection, but it's reengaging the prospect and reframing whatever it is that their concern is and positioning yourself to figure out if it makes sense to get to the objective that you want.
1:04:15So it takes a lot of curiosity, a couple of just really savvy techniques here. Here's the four step reentry move, which is number one, you wanna pause.
1:04:25Oftentimes, reps will try to rebuttal way too quick.
1:04:30What does a sales guy do in this situation? They speak way too quickly. They try to overcome, and it can get really aggressive.
1:04:39This is almost like the Wolf of Wall Street kind of energy. So you really wanna be the antithesis or the opposite of a salesman, especially in this conversational piece, because you've done a lot of talking. And actually, I wanna mention one thing about this.
1:04:52If you don't nail the tonality, go back and listen to how I just performed this pitch. If you don't nail the tonality, sort of the narrative and storytelling, it's gonna feel like you're just reading to them.
1:05:06Something that we've always taught our guys is this is not a script. It says right here, it's a screenplay. Because a script is meant to be read, a screenplay is meant to be performed.
1:05:16Yes. It matters what you say, but how you say it is much more important. It's like six x more important.
1:05:24So the same goes here when you're handling the objection. So the first thing you wanna do is pause. Give them a little breathing room.
1:05:31And if pausing's too awkward for you, because I know it can be for a lot of folks, take a deep breath. Take one breath before anything comes out of your mouth. Sometimes I like to give a slow affirmative noise, like a mhmm.
1:05:45Got it. Got it. Right?
1:05:47So I almost, like, work the pause into the acknowledgment. Like, I make the acknowledgment a part of the pause, but you would need to give them a little breathing room. Some reps will ask me, well, what if they hang up?
1:05:57You know, I gotta say something now. Well, if they're gonna hang up, they were gonna hang up anyways. Saying something as quickly as possible also reeks of neediness.
1:06:04You're anxious to get something out. People can feel that. Right?
1:06:07So you wanna be be in, a relaxed, confident state. That's the energy pausing gives off.
1:06:12So from the pause, slow it down. Then you want to acknowledge. Got it.
1:06:17Makes sense. No worries. Just any sort of generic affirmation that shows that you are listening.
1:06:23From there, you're gonna disarm them, and a disarm is give them exactly what they wanna hear. So if they say at the end of the pitch, it's like, you know, hey, Micah, like, this is just not for me, like, or we're not interested.
1:06:37We're all set. We have a solution in place. Gotcha.
1:06:40No worries then, John. Well, let me do this. I'll mark you down here so we don't keep bugging you, and that's my disarm statement.
1:06:46Gotcha. No worries. In that case, I'll go ahead and mark you off here so we don't keep bugging you.
1:06:51Boom. It's like, what sales guy is saying that right off the rip?
1:06:56They gave up that easily. He's like, oh my gosh. Why could I give up that easily?
1:07:00That's all it took? This is the best day of my life. Every other sales guy is like, no.
1:07:03No. No. Wait.
1:07:03Wait. Wait. Hold on.
1:07:04Wait. What what what about this? What about that?
1:07:06Again, the complete opposite of what everyone else is doing. But then it's completely intentional. Then you still reengage.
1:07:13What does that sound like? That's either a qualification question, depending on the objection, or a reframe of the meeting or whatever objection that they have.
1:07:23You can kind of, like, do a little judo move, if you know how to do that right off the rip, to get back to the meeting ask. You have two options in the reengage. It's either a question or a reframe.
1:07:34So what does that sound like? Gotcha, John. In that case, no worries.
1:07:37I'll I'll mark you down here so we don't keep bugging you. Can I ask? You're just not interested because, like, is this not just relevant to you?
1:07:43It's not in your wheelhouse? Or do you guys have another AI governance in place already? Okay.
1:07:48Gotcha. Who are you guys using? And then find the angle you want, which is most likely gonna be a further down sell.
1:07:54Well, I'll say this, John. You know, I know we're not a fit for every team, but I do know a lot of folks like to compare apples to apples with sort of the AI governance tools they have in place. Obviously, it's good to see what else is out there.
1:08:06And then from there, you know, you keep us in the Rolodex for for down the road. But up to you. Would it be a ridiculous idea to at least share some of that with you, say, next Tuesday?
1:08:14You can kind of find those reentry angles if you really think about it. Sometimes you can even just say, okay. Gotcha.
1:08:20Uh, like, say the objection was, you know, timing's not quite right. We're not looking at any new tools until q four. Gotcha.
1:08:27Well, that makes sense. Well, in that case, don't wanna waste your time, John. Acknowledge.
1:08:31Disarm. I know for a lot of folks, they like to do these more preliminary intro chats just to put a face to the name and kinda see, you know, what tech is available out there. And then from there, tee up a more in-depth conversation for when it's time to evaluate some of that tooling.
1:08:45And so boom. You can see I had the objection. I already knew the reframe that I was gonna go for anyway.
1:08:50So there might not have been a question needed necessarily in there. It's always good to ask a question, but sometimes you can just go for the reframe. And then from there, again, up to you.
1:08:57Would it be a ridiculous idea to put a face to the name and then maybe we loop up for a more in-depth conversation? Would you have any open slots next Tuesday? It's almost exactly the same, and we can go over a couple of the, uh, later stage objections.
1:09:11I'll go over, like, one or two of them here. So we already have a solution in place. Right?
1:09:15So gotcha. Well, yeah, definitely don't wanna rip and replace what's already working. Right?
1:09:19So a bit bit of a pause there. Gotcha is your acknowledgment. Here's your disarm.
1:09:24Don't wanna rip and replace what's already working. It directly negating exactly what their objection was.
1:09:30I'll throw this out at you. So lower the stakes. Very casual, very colloquial language.
1:09:36Feel free to take it or leave it. I know a lot of folks like to take these more preliminary intro chats just to compare apples to apples. And then from there, you know, keep us in the back pocket for down the road.
1:09:45But, yeah, completely up to you and give them autonomy. Would it be a ridiculous idea to loop up just to share some of that, say, next Tuesday?
1:09:52So you can layer on here. There's a world where you could resell and build up a little more value.
1:09:59But, typically, if it's we're already using another provider, you actually have a couple options here. You can ask questions about the provider. Sometimes they might be a little guarded about that.
1:10:10But if it's after the pitch, you should have built up enough rapport to at least if you can transition smoothly into a question, they might answer a couple of those questions. But if not, a generic downsell like this can oftentimes just get you the meeting right then and there.
1:10:25Will all of this work a 100% of the time? No. I was just watching a clip of LeBron James at, like, Kaisenat's basketball court, and he missed 60% of his shots.
1:10:36And you're like, oh, LeBron's not as good as, you know, people think he is. He missed 60% of the shots. No.
1:10:41It's literally the game. You have to shoot a ton of shots here. Is it gonna work every time?
1:10:46Absolutely not. If you can think in this framework, you can convert much higher than I would say most sales reps are doing today just because they're doing the complete They're speaking too soon. They're speaking too fast.
1:10:57They're trying to resell and convince, and you're doing the complete opposite of that. Your prospects are gonna appreciate you for that. Beginning of the call, I'll go over one of the smoke screens.
1:11:05Hey. I'm busy right now. I'm in a meeting.
1:11:07It's not a real objection. My response to I'm in a meeting? Gotcha.
1:11:10No worries. I'll catch you later. When's a better time to buzz you?
1:11:13Again, I'm of the mind that I can always call the prospect back. Do I need to pitch them right here, right now, now that I've got them on the line? No.
1:11:21On top of that, they have a built in excuse of, I'm in a meeting. Even if you start pitching them, they're either gonna hang up or say, I'm in a meeting. Be respectful.
1:11:28Be, like, overtly respectful at people's time. They're gonna reward you with allowing you to pitch at a more appropriate time when they're in a better mood, when they have availability. Now you know who to call and what to say.
1:11:40The next question is, how do you actually put it all together, and what does this look like on a daily basis? Number one, you actually just have to put in the dials.
1:11:49That's actually, like, a crazy thing that I have to say right now. But the reality is, like, people just don't make the calls. They might spin up a dialer.
1:11:56They might put a list of leads in, but then prioritize email or prioritize LinkedIn DMs.
1:12:02Or maybe they're on the trade show team, they don't have time to make the dials. Unless your pipeline's completely full and you just can't handle any more business, there's always time to dial, and you should honestly be dialing a lot, lot more. The reality is, do you actually have the availability to dial the whole day?
1:12:20My assumption is probably not. But for folks who are like, hey, cold calling is my strategy, you should be dialing for, like, six hours a day. If you think you can dial fifteen minutes here, thirty minutes there, you're actually not gonna get into enough of a rhythm to get really, really good at cold calling and actually see results from cold calling.
1:12:40You have to get frequent before you get good, and it usually takes about two to three hours to get into a good flow state with cold calling. The way you wanna think about it is you actually wanna dial in blocks. Even on the Glencoco platform, we've made 10,000,000 dials across the last several years.
1:12:58And the most effective dial schedule is typically about three to four hours of pure dial time. A dial day, if you're actually dialing for the whole day, it could look something like this.
1:13:09Nine to twelve, if you're in Eastern Standard Time, you have a dial block. And then from one to four, you have a a dial block. A lot of people ask me, Micah, when's the best time to call?
1:13:18The short answer is all the time. The actual answer is during US business hours for b to b.
1:13:26For b to c, you could dial as late as 7PM local time. But if you're targeting prospects across all time zones, then 12PM to 5PM eastern time is, like, super peak hours because that's the time frame where all four time zones are in business hours.
1:13:46You can dial a little earlier, a little later. You'll just miss the tail end, you know, like Pacific or Eastern times during those outer hours. It's not more complicated than this.
1:13:56I will say the order of operation when it comes to the actual dial day, this is what your day should actually look like.
1:14:05It's a really simple concept, which is you have leads that you can call that are farther away from paying you out, and then you have ones that are closer to paying you out. At the start of the dial block, you really wanna work backwards.
1:14:19If you have warm handoffs, then you should be doing that, right, during the actual scheduled time during the day. Then you wanna work your reminder calls, reminder activities, then your reschedule activities.
1:14:31So ones that previously no showed because you're gonna have no shows. Then your follow-up calls. And then some folks like to segment this even further.
1:14:39Technically, yes, a call that brushed you off is gonna be much less likely to convert than someone that said, call me in three months. I'm looking at this. The timing's not quite right.
1:14:49Send me some information. That one's probably gonna convert better than a a quick brush off, so there is some segmentation you can do here. But for the most part, I'd keep it pretty simple.
1:14:58And then callbacks, you can even categorize, like, people that called you back and then you missed their call again are technically warmer than cold leads, um, but they're pretty close to cold leads.
1:15:08You wanna work this way pretty much every dial block that you're working. Here's the other thing with your dial block. You need to protect this time.
1:15:18Like, it's the most important time of the day. You cannot let anything distract you during this time.
1:15:24It is so easy to get distracted and make excuses. Part of it too is your environment. You wanna be in a quiet room.
1:15:32You typically don't wanna have too many screens up because too many notifications, too many dinging, Slacks on this one, emails on this one. It's too much. You really wanna be focused.
1:15:42One, maybe two screens. And nice clean environment conducive to being laser focused. And you're just ripping these dials.
1:15:49It's so crazy to say. This is like one of the simplest things. People still miss this.
1:15:54They may block out time. Number one, you should be blocking out the time on your calendar. But number two is, like, you actually have to honor that time.
1:16:01You really have to honor that time. One thing in preparation for that block is you should always start with one role play. If you have a partner that you're dialing with, role playing is essential to success in cold calling.
1:16:14But never, never, ever start a block without at least one role play. You gotta . You gotta get into a nice rhythm.
1:16:22And sometimes it takes a couple role plays to feel like, okay. I'm back in the groove. I can do this.
1:16:27Let's talk about monitoring performance. Again, there's a ton of analytics tools, dashboards, Prellis.
1:16:34There's analytics. You know, there's all these fancy graphs. Clint Coco's got them.
1:16:38Performance in cold calling really comes down to five KPIs that will give you pretty much 98% of the success indicators of your campaign.
1:16:52Number one, that's gonna be time on dialer. So this is gonna be your productivity metric, then your dials, then your conversations, your booked meetings, and then your show rate.
1:17:04And then ultimately, your close rate because you wanna get a full ROI off of your cold calling campaign. But those primary metrics are what you wanna pay attention to the most.
1:17:16So time on dialer and dials, those are productivity metrics.
1:17:20Those are fully within your control, notwithstanding any, like, crazy tech issues. So that's why, again, keep it simple so you don't blame tech for your lack of results. But time on dialer and dials is pretty straightforward.
1:17:33If these numbers aren't in accordance with your goals that you set at the beginning so if you remember your math of sales calculator here, how many dials per day, how many dials per month do you need to hit? It's a very simple math equation. If you're not making the dials that it takes to get there, then it's you're not gonna get there.
1:17:53If you need a if you need a run 26 miles to complete a marathon and you run five, guess what? You did not hit your goal of completing a marathon.
1:18:03You're in five miles, not 26. So it's really simple. These are your complete controllables.
1:18:07The next is your conversations. This is gonna be a factor of data quality and your dial to con conversation rate. It's a blend of your data quality as well as maybe your intro pass rate.
1:18:19How many intros are you actually getting passed? This is going to indicate, should I be continue using this data broker? Do I need to get my querying, filtering, lead pulling skills up, you know, better?
1:18:31But that's really about it. And at the end of the day, if the data broker is pretty decent and your list pulling skills are pretty decent, then this ratio is gonna be more characteristic of your the vertical that you're in.
1:18:44So for example, pickup rates in the payment processing, like, finance space is gonna be typically lower than the ecommerce retail space.
1:18:54So that's just what we've seen. And at the end of the day, can we increase the pickup rate incrementally, but not to the point where it matches other verticals?
1:19:02Just be aware of that. Then your conversation to book meeting rate. Usually, you wanna get closer to that eight to 10% conversion range, but this is gonna be 90% dependent on your performance.
1:19:15How well was the messaging that you crafted? How well did you execute that talk track? And there is also a slight chance, depending if you're a newer or smaller company, if you don't have product market fit, it's pretty much impossible to find message market fit.
1:19:31So you might be out of luck there. Really, cold calling is if you're treating cold calling as like an actual sales motion, you better have product market fit. If you have product market fit, then it's just messaging and performance.
1:19:44And if you follow the framework for the talk track we just went over, then it really is just the performance. Like locking down that performance, locking down that tonality. Let me give you a hack for tonality.
1:19:55When I was raising capital with Orrin Claff, who's New York Times bestselling author of Pitch Anything, we would go on these walks in San Diego and he would create the pitch as we were walking that we would use on the phone to do investor outreach. As he was doing it, it was really interesting, number one, just to see the master at work crafting these pitches.
1:20:20But I would record those walks. I would come back and I would transcribe everything he said, and then I would put it in a document.
1:20:28I would listen to it. I would speak over it. I would record myself.
1:20:32I would listen back, and then I would listen to him again. And then I would do the same thing and talk over him and talk over myself to the point where I almost exactly could replicate the spirit of how he delivered it.
1:20:45If Kevin Hart tells a joke and you tell the same joke, you would not be funny because you did not deliver it like Kevin Hart. Same thing with this. You might say, well, Micah, I'm following your your screenplay, but I'm not getting the same results.
1:20:59It's probably because of the delivery. We have plenty of videos, and I encourage you to check out some of the other ones. I'll I'll mention at the end of this video.
1:21:06But part of it is you could straight up just listen to my pitches from my other YouTube videos and emulate it and speak over it verbatim exactly the same way. And just notice, do the repetition to get that mind muscle memory of performing it in the exact same way.
1:21:25Something Orin Klafs say to me is, Micah, you're not good enough to be yourself.
1:21:31I wasn't good enough to be myself. And you have to submit to a system and a process that works.
1:21:38And guess what? The what I'm teaching here with the tonality, with the performance, what you see in the other YouTube videos, if you watch all of them, you can see I'm doing almost the exact same thing every single time. My voice is slightly above monotone.
1:21:51You can figure out the pacing and the inflection points of different words, different points in the screenplay. The structure of the screenplay is always the same.
1:21:59It works because these concepts are based on human psychology, not AI governance specifically, not ecommerce product sales.
1:22:08When you can find that narrative tone, that storytelling vibe and energy, it just deeply resonates with people.
1:22:15And that's how I'm able to convert really well on the phones, and that's how you're able to make a cold calling campaign like this work. That's the rate you're observing here, that conversation to book meeting rate.
1:22:25And of course, your show rate. I would say show rate's more mechanical in that you're just doing the things you're supposed to be doing on the initial cold call, the tie down, having them confirm that they got the invite on the call and accepting it, creating enough desire for them to actually show up, your reminder calls, your handoffs.
1:22:41That's gonna be a lot of where your show rate comes from. But those are the primary KPIs that you wanna track to. After that, you can start layering on per lead ingestion analytics.
1:22:52Which lists am I getting the most meetings from? What are the conversion rates between the different lists? What are the conversion rates between my different reps?
1:22:59These are the primary ones that you're gonna indicate the success of your cold calling campaign. Everything else I would say is secondary. And last but not least, that's everything up until this point is pretty much executable right now.
1:23:10You have your goal, your math of sales. You have your tech stack, your CRM, your dialer, your data broker. You can find people and you know how to build a list.
1:23:19You know how to put it into your technology so you can actually call them. You know what to say on the call. So you know the different types of calls.
1:23:26You know why the framework works from a psychology perspective. Now you know what each individual day should look like and how to monitor those success metrics. And that's really it.
1:23:37If it sounds too simple, it really is that simple. There is gonna be a learning curve of the tools that you're using. You can use the tools that I've mentioned in the call.
1:23:45You can build your own stack. You wanna keep it really simple. I believe anyone can learn it.
1:23:50I do wanna mention the one thing that I've seen the top 1% of cold callers do that other people don't do. Here it is.
1:23:59This is another very simple thing. You might be expecting a secret tactic or dark technique or whatever. It's actually a lot simpler than that.
1:24:08It's you follow-up basically forever. I want you to think about every cold call that you've gotten in your life. At least if you're in The US, it's very common just to get telemarketing calls, like, all the time.
1:24:19Like, people are calling you for, like, car warranty, debt service. People are calling you for this offer, that offer. Now think about how many of those companies actually followed up consistently for a long period of time.
1:24:33Maybe it was the debt service company. Maybe it was the car dealership.
1:24:40Eventually, they stopped calling you. And if you think about it from their perspective, they probably stopped calling you before you were ready to buy.
1:24:48Think of, like, a car dealership. If I keep calling you for years, eventually, you will be in the market for a car.
1:24:55Or you would be in a state where you're like, you know what? I can upgrade. I'm ready to upgrade.
1:24:59I got a little bit of cash. My car is getting a little old. I could probably upgrade.
1:25:03Maybe it's a vacation rental company. Eventually, they started a family and now have disposable income and are ready for a vacation rental timeshare, whatever it is. Anyone with the parallel dialer can call 40 times over the next couple of months.
1:25:18But where the true discipline and ultimately outcome lies is following up at least once a quarter over the next thirty six months.
1:25:29In general, thirty six months is like the replacement cycle for most offers out there, whether that's b to b SaaS or third party logistics or whatever it might be. Thirty six months is really the key time frame. Maybe some have shorter.
1:25:43Some industries have annual contracts as a standard. Maybe some, it's like five or seven years. But on average, it's usually about thirty six months as a replacement cycle.
1:25:52So you just need to keep touching them, interacting with them, engaging with them for the next thirty six months, at least once a quarter, where they can't forget you. They literally can't forget you because you've talked to them every single quarter, you've made hopefully a positive impression because you have a pitch that has intrigue, curiosity.
1:26:10Every time you call back, you're referencing the last conversation that you had with them. In my career, sometimes it took two years before from very first conversation to book a meeting to close the deal.
1:26:22Two years. And most people don't have that patience. You can essentially find your entire TAM, your entire total addressable market, and that's everyone you should be talking with for thirty six months.
1:26:35Guess what? No one's doing that. It's so hard to do that because it takes discipline.
1:26:39It takes organization, and it takes persistence, and it takes belief in yourself and belief in your product and actually staying at company, this is really your strategy to market dominance.
1:26:50You just keep being the guy or girl that never gives up and adds value to your prospect quarter after quarter after quarter after quarter, and eventually, you're gonna win the deal. And that's really it. Your mentality is either I'm gonna win the business or one of us is gonna die.
1:27:06That's really it. That's the strategy I see the top 1% of cold callers exhibit if you're truly gonna dominate your market. And that's the entire system.
1:27:15First, I wanna congratulate you on finishing the course. My hope for you is that you implement all this as soon as possible. You can go ahead and start cold calling like a pro, or use this to get better results than you already were.
1:27:26But I know there's an awkward phase between learning the thing and actually implementing it. So click the video here to head over to the next one, and you can literally just watch me speed run some cold calling. Go from complete scratch all the way to making my first sale.
1:27:40As far as I know, nobody's actually done anything like this on YouTube, despite this honestly being one of the best ways to learn. So if you wanna see how all of this is applied in real life and what it actually looks like to generate revenue with cold calling, I'll see you over there.
The Hook
The bait, then the rug-pull.
The title promises the only cold-calling video you'll need, and the opening backs it with numbers: half a million personal dials, $200M in attributed pipeline, and a warning that this will be long and deliberately un-hacky. What follows is a full system, not a highlight reel.
Named ideas worth stealing.
04:39model
Math of Sales Calculator
Reverse-engineers a revenue goal into a required dial count via connect rate, book rate, show rate, qualified-opportunity rate, and close rate.
Steal forany outbound team setting activity targets
07:12list
The Three Tool Tech Stack
- CRM
- Dialer
- Data broker
The minimum viable toolset for a cold-calling operation; everything else is optional.
Steal forscoping a lean outbound stack before over-buying tools
13:29model
Two Dialer Philosophies (Hi-Trust vs Hi-Scale)
- Hi-Trust: phone validation service + power dialer
- Hi-Scale: parallel dialer + self-validation
Two competing dialing strategies traded off on cost, spam risk, and number continuity.
Steal forchoosing a dialing strategy by budget and offer type
34:42model
The Five Emotional States
- Fear
- Trust
- Curiosity
- Commitment
- Action
The emotional arc every cold-call prospect moves through from pickup to booked meeting.
Steal forany cold outbound script structure, not just phone calls
38:26list
The Eight Types of Calls
- Discovery call
- Gatekeeper call
- Inbound call
- Follow-up call
- Referral call
- Reminder call
- Warm handoff
- Cold call
A taxonomy covering every call type a cold-calling campaign will produce.
Steal forcall-flow SOPs for a sales team
49:23model
Winning Cold Call Structure
- Intro
- Main pitch
- Down-sell & close
- Scheduling
- Qualification questions
The line-by-line skeleton of the actual cold call, with qualification deliberately placed last.
Steal forrewriting any outbound phone script
1:04:42acronym
The Re-Entry Move
- Pause
- Acknowledge
- Disarm
- Re-engage
A four-step framework for re-entering a conversation after a real objection.
Steal forobjection handling in any sales conversation, not just cold calls
1:16:29list
The Five KPIs
- Time on dialer
- Dials
- Conversations
- Booked meetings
- Show rate
The metrics that account for roughly 98% of what determines campaign success.
Steal forbuilding a lightweight outbound dashboard
1:23:52concept
The 36-Month Follow-Up Doctrine
Following up on the same prospect quarterly for 36 months, matching the typical B2B offer replacement cycle.
Steal forany long-cycle B2B pipeline nurture strategy
How they asked for the click.
VERBAL ASK
1:27:15next-video
“click the video here to head over to the next one, and you can literally just watch me speed run some cold calling... make my first sale”
Soft, content-only CTA pointing to a follow-up video rather than a product pitch — keeps the free-course framing intact through the very end.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
AFFILIATECommission earned if you click.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
