How to Cold Call: The Complete Guide | Brendon Lemon | Skillshare

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How to Cold Call: The Complete Guide

teacher avatar Brendon Lemon, Crack'n dem jokes

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

27 Lessons (3h 15m)
    • 1. Introduction

    • 2. My Story

    • 3. 1 Why Get Good At Cold Calling

    • 4. 2 Your #1 Job

    • 5. 3 Why Do People Buy?

    • 6. 4 The Numbers Game of Sales

    • 7. 5 Communicating High Value At Scale

    • 8. 6 Planning Cold Calling

    • 9. 7 Create Your Materials

    • 10. 7a Create Your Materials, The Pitch

    • 11. 7b Create Your Materials, CRM

    • 12. 7c Create Your Materials, Personas

    • 13. 7d Create Your Materials, Contact Lists

    • 14. 8 Research Your Targets

    • 15. 9 Execution

    • 16. 9b Voicemails

    • 17. 10 Follow Up

    • 18. 11 Tighten Up

    • 19. Introduction to Pitches

    • 20. 11a Basic Pitch Writing

    • 21. 11b Before Writing

    • 22. 11c Parts of a Pitch

    • 23. 12 Rehearsing

    • 24. 13 Arrange Your Outreach

    • 25. 14 Execution

    • 26. Rejection

    • 27. That's it!

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About This Class

Looking to scale your business? Trying to figure out how to gain new clients? Want to become a wizard in your organization and write yourself your own ticket to success in the world of sales? You'll need a COLD CALLING STRATEGY! It's the #1 way to improve your bottom line and blow your career WIDE OPEN!

In this course I've brought together resources from 10 years in sales to educate you on the simplest way to become a top 1% cold calling professional. If you can master these skills you can write yourself a blank check to your future!

In this course you'll learn:

  • The #1 thing you have to do in the first 10 seconds of a call to NOT FAIL

  • The BEST rehearsal practice that will make you grounded and bulletproof making cold calls

  • The techniques that will make you 500% MORE PRODUCTIVE than your competition or colleagues

  • The never fail technique for writing pitches that resonate and land you sales and meetings

  • The ONE DEFINITIVE cold calling strategy that has produced millions of dollars in new business

  • The winning cold call mindset that will carry you to success no matter what your goals

  • How to organize your day to produce 10x outcomes

  • The THREE things you need to do to nail the pitch and gain new clients

Meet Your Teacher

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Brendon Lemon

Crack'n dem jokes


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1. Introduction: Welcome to cold calling the complete guide. I'm Brendan lemon. This is my basement office and a little bit like this office, this course is going to be rather eclectic and dynamic. Now, I've spent my career over the last 10 years creating millions and multi-millions of dollars and pipeline with cold calls for corporations I've worked for, but I've also used it to connect with high-value people for my podcast, for my book writing, and just my personal life. And that is the unique experience I'm going to bring to this course. It's going to be a little bit offbeat. It's not going to be exactly what the corporate training is going to deliver, but it is going to allow you, the viewer, to go into your own life using the tactics, strategies, and techniques I'm teaching in this course so that you can cold call and take ownership over your life and career. Now over my career, not only have I opened millions of dollars of pipeline, but a lot of that has gone on to close. And the businesses I've worked for, I've also coached teams and some Fortune 500 companies how to do this. And my experience is unique because it comes from the world of comedy. That's right. I'm actually a comedian. I've done it for 20 years. Only ten of those years I've done some cold calling and amazingly it works. So the techniques you're going to learn here, the techniques to open the door to win relationships, to get to know new people, and to have them get to know you and get onto your agenda are going to be nothing like you would learn in any other course. So buckle up because this is going to change your life. You're going to take ownership of your own career and meet the people you want to meet on your terms. 2. My Story: So before we go diving into the course, I want to tell you a little bit about my story and background with cold calling. So I'm actually a comedian. That's how I think of myself. Mostly. I've done Sam comedy for 20 years and before that improv for many years. I've done both of them a lot and throughout the entire world. But at 1 in my life after a family tragedy, I ended up in a very depressed state. And that mental health basically drove me to being homeless. And I was not a great situation. I was living on in my truck and I lived basically in a lot of debt. I had accrued a lot of that in that situation. And what I decided to do at the depths of that in the winter of 2014 to 2015, was I made a choice. I made a choice that no matter what I was gonna get out of that situation and it was going to leverage whatever skills and talents I had in order to try to get out of it. And I knew that I could do sales because I had done some sales previously. And what I decided to do was look up companies that looked cool and interesting to me. I was living in West Michigan at a relative's house, basically just watching it for the winter. When I looked up those companies in Chicago, I saw a company that I really liked. It was a marketing technology firm and the job was actually a little bit out of my reach. I did not have the experience that that look like I could do this job. But I cold called the job. I cold called the front desk and asked for the hiring manager. I didn't know who that was, but I just mentioned that the job was available and who was the UN asked who the person would be, who I could speak with. And I had because I was so charming and funny on the phone, the front desk manager transferred me to the hiring manager who then I continued to talk with and build rapport with using some of the techniques that I'll teach in this course. And she asked me in for an interview. During the interview process, came in multiple times into the office using what little money I did have to travel back and forth from West Michigan to Chicago. In the process, they asked me a question right at the end. They said, Look, why should we this is down to you and a few other people for this job, why should we hire you? And I said, Look, I don't know what the other people have done, but I did this job to get this job. I cold called you. I talked to gatekeepers, I talked the person who could make a decision and I convinced that person to let me into the process. And then I went over everybody in the process. Now, I ended up getting that job. And within one year I was managing that team. I hired a number of people on that team. And I taught that team how to be successful. And they went on to put a hundreds of thousands of dollars into the pipeline of that company. And a lot of that went on to close. In fact, some of the largest deals that company had, my work and work my team. After that, I got a job offer at a larger marketing technology company. This one is a multinational firm. And they hired me to hire an entire team who had never been in the industry before and teach them how to do what I'm going to teach in this course. Basically, how do I win over people and build relationships? And I did that within one year of that company, I had a dozen people on my team and they were in two offices. They were cold calling, they were cold emailing also have another course on that. And they were winning people over the phone. They were building relationships in the marketplace, which is what this is about. I learned from those techniques, how to do this. I've booked stand-up comedy tours using these techniques. I've won over people to be on my podcast who are famous using these techniques in. I can teach these techniques. Currently right now, I am making over six figures at a firm based in New York. And doing the same exact thing that I'm teaching you in this course. So you can change your life by cold calling. That's what I want anybody watching this to take away. You watching this can change your life. You can change your life for the better. Cold calling is about putting yourself in the driver seat. It's, it's not waiting for something to happen. It's hustling to make something happen. It's pitching people to make something happen. It's finding the people you want to build a relationship with and having then become interested in you, not you waiting for them to become interested in you. It's you actively making that happen. And it can be scary, it can be difficult, but you can change your life. I paid off basically almost a $100 thousand in debt in one year. By doing this job, I became the manager of a team. By doing this job, I taught those people on my team how to do this job. Some of them have gone on to buy houses and condos. Some of them have left that company to go start teams on their own companies. And you can do it too. And I will teach you how to do it in this course. The thing is cold calling is actually an amazing skill. There are only two types of people who have it, people who know how to do it, and people who need, people who know how to do it. If you can do it, you're like a wizard. Your indispensable people will hire you anywhere. No doors will close for you if you can demonstrate results. And it's a great job to have cold calling in whatever capacity because it's one of the few places where you definitely can display results. The firm, if you work for a firm, can draw attention directly to how much money you've made. And the same thing is true with building your own organization. Don't rely on others. Take that locus of control and put it inside of your own circle to improve your life. That's what I learned and that's my story behind it. 3. 1 Why Get Good At Cold Calling: Welcome, welcome, welcome, welcome. Why get good at cold calling? So you're here because you bought this course, sign up for this course. You just check in this course out and I can tell you this is a good question. In a world of web 2 and a world of marketing first and a world of selling people without talking to them. All of this, why would someone even want to get good at this skill? I want to back up a little bit because cold calling really look what is the underlying logic behind cold calling. Cold calling itself is a symptom. It is a emergent property. It is the instance of a way of thinking in the world. And the fundamental way of thinking involves a shift in the way that most people imagine the planet. I don't want you to think about things in terms of, I don't want you to think about the world in terms of things or people as a group. A 100 percent of what you want can be got through others. That's it. See the world as people. Any door that you want to open can be opened with a person. Anything that you want to do can be done through a person. Somewhere. There is a goal that you have in your mind. And that goal could be make more money. That goal could be go on a trip, that goal could be, it could be anything. That goal could be good at better Punjab position. It could be cell, something that could be get new clients. It could be filter in more exciting people. It could be get someone on your podcast. It could be talk with someone in order to get information for some trades you wanna do or for some travel you want to have, or for something you want to create. Maybe you want to get involved with a project that you read about it in a university or something. The world is the people in it. The entire world that we occupy is the Anthropocene anthro throw pose sphere. The sphere of people that are on the planet and everything you want. The gateway to it is a person. And cold calling really is the access to the world as people, it's taking control of your ability to connect. It isn't allowing other people to come to you. It's not putting things in the world and trying to filter in people there are, that is a skill and it's a skill worth building, It's a skill worth working on. And a lot of businesses do that. A lot of people in marketing think of the world that way. They think, how can we build lead magnets? How can we get people to filter in by giving us your e-mail address? How can I get people to email me? How can I, that's, that is a good way of occupying in the world. But the problem is that that's relying on the locus of control within others. And you can filter in people that way. And I would encourage you to do that. But this way, this way puts the locus of control on you to go out to them. Now if that sounds like more work than the former it is, but there's also more choice on your part. You choose who you want to work with, you choose who you want to filter it, and you choose who you want to talk with. That's the essence of cold calling. The essence of cold calling is being able to connect with those people. And let me just say this. If you're trying to make sales, the fastest point to get to a sale is through people. It's not through processes, it's not through systems, it's not through forms. It's just getting to the person who can make the decision. That's literally sales development. That's the essence of the entire occupation of that field, which I've been in for ten years and I've taught people how to do. And it's why it's such an effective strategy to build a business. And think about this. Anything you want involves other people. You know, if it doesn't, you can just go do it yourself, period. There's nothing standing in your way. But if it involves other people much of the time there's kind of a question mark around, how do I get them? How do I find them? How do I connect with them? How do I get involved with them? Anything you want involves other people and this takes control of connecting with them and puts it inside of your, your power to make happen. And the thing that I want to say is that outside of this is that if you're involved in an organization, like you're involved in the sales organization, you're involved in a company. If you're able to connect with other people and make business happen, You look like a wizard in your organization. You look, people will talk about you as if you have some kind of special power, some X-factor, they don't understand because this is so opaque, this is so confusing to most people. This is so difficult to understand that if you understand it and are able to use it, you see you are an unknown quantity. All they know is that you produce sales, you connect with people, you make things happen, and that's exactly the way you want to come off of urine. An organization. In this is the point. Cold calling is not about sales. Cold calling is not about making money. Those are outcomes. Cold calling is not about just pushing things around and being pushy. It's about this thing. Only calling is to build relationships from scratch. You see the world as people. If people give you access, you have to build relationships with those people. People who control access or powerful people. And the point of cold calling the essence of it. Why good, good at it is because you want to build relationships with powerful people. This allows you to do that. This particular skill and getting good at it will change your life. There is simply no reality in which you are good at this skill and get good at it using the principles in this course and the tactics that I will teach you. Wear your life will be the same as it was before. It's simply won't be. That is why you want to get good at cold calling. How did I go from living in my truck to basically being at a Upper West side of Manhattan Christmas party meeting, potentially the next mayor of New York. It was through this skill. 4. 2 Your #1 Job: If you learn nothing else from this course, I really want you to walk away with this and this is why, depending on where you're seeing this course, this lesson is actually free because I think this is a public service at a certain point if you're gonna be calling anybody for any reason and they don't know you. If you know this, 80% of the job is done, 80, 80% of the job is already done. If you know nothing else about how to cold call this. We'll we'll four out of five times, it'll get you there. Now because cold call percentages so low, which we'll talk about in a minute. And because small differences end up making big results later, you want to be at a 100 percent, but if you knew nothing else, this would actually solve most of the 1820 problem of cold calling. And it's important because there's a, there's a route here in this lesson that a lot, I just really a lot of courses and a lot of books and a lot of things I've read about cold calling just don't seem to keep in mind. So I want everybody to understand this. Hopefully, you bought the course, you sign up for the course, you're taking the whole course. But even if you didn't, I want you to watch this and stay for this lesson. So for a moment, I want you to imagine the world your prospect lives in, okay? The people you are calling probably are like this. They've got tons of things and people competing for their attention. They've got friends, colleagues, I mean, listen to this. The modern person is getting called by robo colors. They're getting cold by colleagues. They're getting called by telemarketers. People sounded looked like you. They're gonna call by family members, people that actually care about, but they have to talk to, are still annoying them. They're gonna call my friends people, they want to go spend time with it. I mean, you can't pick your family, but you can pick your friends, right? And they're going to be, they want to be connected with the people who are reaching out to them, but they're still blowing up their phones, still blowing up their phone their time, they're trying to compete for their attention. They're tired of hearing from dozens of people who don't actually know anything about their needs, let alone care about them. Hopefully your friends and family know something about your needs and care about them. But the point that I'm making here is that these people are constantly reaching out to your prospects. Your prospect lives in a world in which every time their phone goes off and they look at it, they have they don't really know who it's going to be and whether or not the conversation is going to be literally before I started recording this, I was on a phone for 30 minutes with one of my probably my best friend. Actually, in the whole time I was thinking what he's telling me is important, but I would rather be spending my time recording this lesson. And that's a guy I love and want to talk to, let alone somebody who I've never heard of and wants me to do something to get on their agenda. So what the modern person is, is tired of nobody listening or carrying about them. All of these things I want you to keep in mind. Because how do you get around that? How do you get around somebody who's already got more important things they wanna do, competing for their attention. And this is it, it's your number one rule. The number one thing I want you to do the nothing. If you take nothing else away from this course, I want you to take this away from this course. Don't look like everyone else. Don't look like everybody else don't do the same thing that everybody else is doing. Okay? You want to look different, you want to be different. And this is the first job that you have to do if you get everything else right but this wrong, you'll only be having 20% of success. This is the 80 percent of the 120, okay, just be different. You want to hit different. You want to be that color that hits different. You want to slap different. You want to be separate. You want to be that purple cow is Seth Godin would say, How do you do that? I want to talk for a second about this guy. The Einstein longer effect, Das ist ein not arched along effect. Das is effective. What is the Einstellung effect? Hopefully, I didn't scare you off with that German. It's this quick and dirty explanation of this is pretty simple. Scientists have discovered that once people have solved the problem, one way it will keep solving it the same way. Once they've solved the problem, this in one way, they will keep solving it that way. Even if there is a better alternative. Because solving it again requires more energy. All right, eye, this is really important. I want you to think about it because this affects your life also. If you've solved a problem once you believe and can carry on thinking that is the most effective way to solve the problem. And I can tell you right now this is happening in your life. It happens every day and it happens with something that I can talk to you about tying your shoes? Probably. I didn't know. You probably didn't know this, but when you learn to tie your shoes, you tied to a not incorrectly, you tied a simple knot. And the reason you did that part of me actually, this one on the on the right is the one that you probably tied. The reason is because when you were a child, the opposite knot, which is pulling against the transverse axis of the original, Not that you tied is actually harder to tie. And when you're three years old or four years old or 50 years old, when you're learning to tie your shoes, the easier way is to tie in the same direction, all right, Not the transverse axis, but the same lateral axis. And you end up with a knot that pulls vertically rather than horizontally. It's difficult for a child to learn to do this and you've probably been tying your shoes incorrectly or whole life. That is a very specific and straightforward example of the Einstellung effect in action. Your prospects have this same problem, okay? If you want to reach out to somebody, you have something valuable to offer them, alright, if you want to get them on your agenda, you better have something valuable to offer them. We'll talk about how to communicate that later. But how does your prospect discern whether or not the other person on the end of the phone who's speaking with them has anything valuable to offer. And here's how it, Here's how, here's their simple answer. If it looks and sounds like people they've hung up on before, they'll hang up again. If it looks like somebody they've hung up on before, they'll hang up again. So it's pretty simple. This is legacy programming, this is old. It has served them in the past. It got rid of people who was, who were uninteresting and couldn't offer value and waste of time and energy and maybe money before, and it got them out of the way. But the issue now is that you're calling and you have to be different. You're offering something valuable. You gotta ask yourself, what wouldn't the last or next color do? What's something they would not do? Would they all will talk about more about this later, how to look different. But what would they do? And you should do that. You can have something specifically relevant to the contact your calling. You shouldn't be generally relevant. You should have something specific. The person I'm calling I need to speak with as a human being. And I want to speak with them at the level of their individuality. Okay. What can I say that indicates I've done some work. I'll talk more about why this is effective later. But what can I say that specifically relevant to the person at the end the call and the good news here is this. If you are yourself, if you have character, if you're being yourself and having fun, this will happen naturally. This will actually happen by itself because you will sound and look different. You can tell if you haven't been in this course long, but I am not the same as every other cold color. I sound like this. They'll pay that. I'm talking to you. I sound like this and my cold calls. And even if people don't buy from me, I have people who enjoy talking to me. And they'll say that they'll have conversations on the phone. And they'll say, Yeah, you know, it's, it's not a good fit. Our company doesn't need this product or service for perfectly reasonable reasons. But I've enjoyed talking to you. I actually have made friends with people. I got job offers, calling to try to sell somebody something and they bought me but didn't buy my product because they didn't need it. So that's the, that is the answer would be yourself. Have character, have Von, if you can figure out a way to have fun, this will happen naturally and through THE be told, if you're not having fun, then what's the point anyway? 5. 3 Why Do People Buy?: So why do people buy? It's probably important to understand before you call anybody to try to get them to comply with your agenda, which is what we mean by by in this instance. It's probably important to understand why anybody would do that, right? And it gets, it's amazing to me how many courses I've taken or books I've read in which there's been no discussion whatsoever over why somebody would actually buy into someone else's agenda. So what we're gonna do here is try to outline that it's gonna take a few minutes. And I think that at the end of this, you're going to have a really solid foundational idea of what the point is of someone buying into what you do and the reasoning behind why I think and why I think you should think they would do that. So I'm rooting this and Aristotle's rhetoric by the way, before we even begin. This guy named Aristotle. He was a great philosopher who lived in ancient Athens. And he actually instructed Alexander the Great, the only person to ever rule over Europe and Asia. And which is his big claim to fame. And he wrote a book called rhetoric, in which he discussed how people convince others of things. And I'm going to attempt to do the same thing here with you. I think his in the 2000 years since he wrote that book, it's, it's still the same. People haven't changed very much by enlarge and basically it's still applies. So we're going to wander through, why do people buy? So it's simple. This is what I think it is. People buy products or services from people they trust that they believe will do what they need them to do to satisfy their desires and repeat that people buy products or services from people they trust that they believe will do what they need them to do to satisfy their desires. Here are the parts that Aristotle would talk about. Ethos, which is an argument from ethics, from character. Pathos, which means Emotion, satisfy their desires. Logos, which means the word in Greek, which means reasons, believe, will do what they need them to do. So people they trust as the ethic. I don't want to buy anything from people I don't trust. I don't want to buy anything that I don't believe we'll actually solve my needs. And if I don't have any desires, I can't have anything. I wouldn't motivate me to do anything. And Aristotle said that pathos is where argument really happens. That's where people get passionate. That's where we get the word pathetic, which means emotion in Greek. But a lot of sales, rhetoric is all around a lot of the writing, the literature is really around pathos. How do we insert fear, uncertainty, and doubt? But actually I want to talk about and that these two I should say logos and pathos. But what I want to talk about is this. And we're going to examine each of these in the reverse order, so this will take a little while, but ethics and ethos, I think, is a very underrated, very underrated and misunderstood part of sales. People will talk about. It'll say, look, they buy you first. What does that even mean? How do we even wrap around trust and rapport and et cetera. How do we build those things and become the kind of people that people want to trust, believe, to satisfy their desires. Let's continue. We're gonna go in the reverse order from the easiest to, I think the most critical and complicated when it comes to cold calling. Logos are the reasons that someone should buy your product or service or comply basically with your your agenda. So what are the, what are the reasons? What's the data? What is the logic behind why someone would do this? This is where you use facts to convince someone. Now if you just use facts and don't have any emotion wrapped around that and don't seem like a trustworthy person. There's no reason why anybody would basically buy from you still. So it's important to, to actually use those other two points, but you do need to have facts. I mean, people do need to see how this would solve their problem or need, or how your product or service would basically improve their lives. And the actual words you use, by the way, they actually matter here, this is where this comes from. There's something that happens in a lot of industries that we call buzzword bingo. And it means that somebody doesn't actually know what they're talking about. They just end up saying lots of words that sound important, but don't really mean anything. That there's a proclivity for people who don't actually understand the world of their prospect to just sort of say a lot of stuff and hope that something lands it immediately ruins credibility. So this is a place where your word choice matters and it actually has bearing on your character, which we'll talk about later. So you should, by the way, have an ask that makes sense based on the call and the argument you're making. I mean, in a certain level, a cold call is an arrow, has an ask or as making an argument for compliance. By the prospect onto your agenda. That's what it is at a high level in having something that makes sense actually is very important. You shouldn't have something that's totally off the wall. You know, this would be like going on a first date. And then at the end of the first eight being like, well, we should get married and let's get married next week now look, some first dates maybe go that way. That's amazing, if true. I'm very surprised how many of those marriages happen or end up lasting. But most of the time, it doesn't really make sense to do that. So you should have a reasonable next step. Ask or, or, or otherwise call to action that the prospect can do based on the arguments you're making in the cold call. Let's talk about pathos now. Emotion. This is, this is, what is, this is the motivating factor. So I say, will I be relieved, or does it excite me that you fear and uncertainty and doubt are here, but also desire and imagination, excitement, motivating things. Anger even potentially, could be an emotion that causes a prospect to act in accordance with the compliance you want them to act in. They, this is how you get them on your agenda. If there's no motivating emotion, even if all other things are true, You seem like a trustworthy guy and you are making good arguments. Won't be a lot of desire to move. So a big part of sales conversations or what happens if the prospect does nothing? This is where this comes in. We need to find something that is motivating here. This is arguments from emotion, voice, inflection, the sound of excitement or what Zig Ziglar calls the transfer of emotion. I mean, Zig, Ziglar famously said, Look, sales is the transfer of emotion. Maybe. I think it's important. I wouldn't say it's just the transfer of emotion. You know, there are plenty of people who buy based on the fact that they just have to, if you're in tech sales, there's not usually a ton of emotion. It just doesn't mean it's, it, there's still some, but I don't know how much you can transfer. But it is important and it should be their visions of the product or service, relieving their pain, helping to capture their goals. This is what you paint. This is where you become very illustrative, either in your marketing or in the conversation talking about how powerful the solution can really be like, Look, just imagine yourself, blah, blah, blah, blah, blah that just imagine yourself. Can you imagine a world in which you don't have to blah, blah, blah, blah, blah. That is attempting to paint an argument from emotion. And also this is where a lot of the sales literature hangs out buying temperature, fear, uncertainty, and doubt. A lot of it goes here. Oops, just got a text message. All right. Ethos, character, can I trust you? Do I like you? This is where I want to focus a lot in cold calling. Actually this is where I want to, because people are buying you, they don't know who you are. This is the first time you're talking with them. So people by you first before they buy anything else you're saying or doing. They don't know anything about you. They don't know anything about your product or solution, but they know that you're talking to them on the phone. So you have a lot of opportunity to portray yourself in a certain kind of way. If you basically seem trustworthy and have rapport and display high value or character, they will buy you. What is high-value character mean? Let's continue on this. People seek to work with others they see as equal or higher status than them. Equal or higher status status. And what good question? What does equal or higher status meaning it is vague. But what you want to ask yourself and we'll go through in a second, how can I become the kind of person that my targets want to talk to? I know this is a lot of high level, sort of vague sounding. You know, what are my actionable steps? Well, if there are plenty of actionable steps in this program, we'll get into tactics later. We'll get into how to write a pitch. If you're this kind of person, but if you do not understand why people are speaking with you or why they should buy you or why they should buy into you. All of that stuff doesn't matter. You need to work out in your mind. How do I seem trustworthy? Why did they buy in to me? Why do they see me as higher status? And again, be different? High-status people are different, their unique, there aren't a lot of them. And that is what you can easily become by just acting in accordance with your natural character. Why do people buy from you? Let's continue. You are a trustworthy person who offers products or services that actually satisfy the desires of your targets. This is just inverted. These, these two are, this is the, essentially the synthesis of the antithesis of this statement. People buy products or services from people they trust that they will believe will do what they need them to do to satisfy their desires. So all you have to do is be a trustworthy person who offers products or services that actually satisfy the desires of your targets. That's it. You are a trustworthy person. You can control this. You can be a trustworthy person. You can find targets with desires for your product or service to satisfy if you're that and you do this by cold calling. So many doors will open for you. So many people will buy from you. So many people will buy you. So many people will filter into your agenda. That's how you buy, that's how you get people to buy, and that is how you start selling. So become a trustworthy person. We'll talk about how to show high-value. Later. We'll talk about how to communicate what can actually satisfy the desires of your targets. And we'll talk about how you can find the desires of the people to satisfy. 6. 4 The Numbers Game of Sales: So the numbers, game of sales and cold calling. I talked before about how you're going to find people whose desires you can basically fulfill. You can satisfy their desires. And how do you find those people? Well, we're gonna go through really, really how to build up a list and actually the structure of outreach later in this course. But I just want to go over the cold calling game of, of, uh, pardon me, the numbers game of sales and cold calling. And this is the thing, small changes, incremental change. You might go into calls and going Man, I'm getting a lot of hang ups. Cold calling doesn't work. I did 10 the other day. Sometimes somebody will say online, I did 10 and none of them picked up. What the hell? Well look, this is about volume. This is a game that small changes can actually result in major, major differences over time because of the volume involved. So let's, let's walk through this. Just at the base. I want to say industry standard across all cold calling all time. People argue about this, but I want to say 1% conversion rate on cold calls across the board, which is one out of every 100 calls, ends up filtering into a next step. Does that seem low? I mean, yeah, I guess it's kind of low, but if you're cold calling and you're even at one out of 20, you're actually kicking a ton of ass. If 5% of your, pardon me, 4%. I don't even know. I don't even know. I can't even do math in my head right now, if you're converting at a higher rate though, one out of every 20, you're actually kicking ass. You're like probably the top 1% of code callers in the world. And think about that for a moment. That that's not even that big of a success rate. That means you're failing most of the time. So it's, so think about this when you're walking through is you're going to be dialing, is you're gonna be making calls to try to improve your life. Make sales filter in people onto your agenda. Connect with the people you want to work with, you want to talk with, you want in your life. This means that you're going to get punched in the face, Brom Brody, you even get punched in the face. You're gonna get hung up on, you're gonna get told to fuck off your gun, to get told. How do you get this number? It'll call me back. That's gonna happen. That's part of the equation. So if that's happening, congratulations, you're in the right place and you're about to have some success because that is going to happen. Is it uncomfortable? Yeah, it's uncomfortable. It's more uncomfortable when you think that it's not supposed to be happening. I'm here to tell you. Congratulations, You're welcome. That's part of the equation. I don't want to disabuse anybody of cold calling you should be doing it. But it's going to be uncomfortable. Let's keep going. Cold. Calls are predictable and therefore scalable. This is actually a pretty big deal because if you can pull these down to the numbers, that means that you can actually begin to know your outcomes. You can forecast what's probably going to happen. And that gives you a lot of control over this process. You know, this is different than just randomly willy nilly trying different things. Cold calls are, Peter Drucker said What gets measured, gets managed? Well, you can measure this so you can manage it. And that's better than a lot of other different business practices or practices in your life. It's really helpful. And as a result, you can control your outcomes. That's actually what it means. If you make more calls, you get more outcomes. If you improve certain things you have control over, you get more and better outcomes. Incremental changes. Because of this as a numbers game in volume is involved, make for meaningful results in aggregate in individual call? Maybe not, but in aggregate calls, yes. And because of that, I want you to shift your mindset. Oh, I already had you see the world as people. I tried to talk about how and why people buy from you. And now I want this final shift. This is a big deal. This isn't about making a call. This is about making calls. This is not making this is not about making an individual call successful. Yes, that's true. Yes, it is true that you should think about them way to maximize success on individual calls. But this is about volume in aggregate. How do I operate such that calls become more valuable altogether? So here's a breakdown of the math and I just want to roll through this real quick and a 1% conversion rate, which remember, is a average C Great job. 20 calls per day would involve one new meeting a week. 20 calls per day is is nothing. You need 20 calls and in 15 minutes, 20 minutes. You could certainly and a half hour. That's nothing. Every single person could be doing that and change their schedule almost 0%. At 2%. That's two new meetings a week with 40 calls a day, which could be done in an hour that will result in four new meetings per week and week over week. That really starts adding up, obviously at 2%, which is just double. And it sounds impossible, but it's not a 1% conversion rate. That would be an a job versus a C Great job. 40 calls a day which could be done in an hour, result in four gametes. Luis, that's 16 new meanings a month. Now, I don't know what your meeting for me. You're trying to solve those people something, maybe you're trying to hire somebody, maybe you're trying to get them on your podcast, maybe who knows what it is. But at just that rate, that's for a week, 16 a month. It adds up at a 3% conversion rate. Triple this would again, it's an a plus job was 60 calls a day, which is a bunch, but could be done in 90 minutes, could be done in two hours at most. At two hours, 60 calls is two minutes per phone call. And most phone calls aren't going to pick up. So it's entirely possible to do that call and 20 thirty-seconds move on to the next one. Anyway at 3%, which is a triple conversion on one person with 60 calls a day, which is three times the result. You get nine new meetings week. This is really starting to add up, especially as you move over time. This is a volume game where small changes result in big outcomes. I mean, that's a you're calling to try and win new clients. Let me just backup. If you're trying to call and win new clients and you only hit this level. You don't even go crazy and try to do 60 a day, which is which is a lot I'll have to admit. But it could be done if you really pushed it into 90 minutes to hours at most, 25% of your day and two hours, 90 meetings a week. But if you back it up and could do it in an hour at 2% conversion, which everybody listening to this could do for new meanings a week, 16 a month mean only if you if you only did this ten months of the year. That's a 116 new meetings. What conversion rate would you need in order to filter those people into being new clients you cannot afford not to do this. This is the way that you connect with people you want to connect with, and you grow your business, you grow your social circle. It's a very powerful tool when you think about it as calls, not a call. When you think about it in terms of volume, not in terms of just trying to succeed. Once shift your mindset. 7. 5 Communicating High Value At Scale: So here we go. We've talked about why people buy. And one of those reasons is that they see the person they're speaking with his high value. So the question now is how do we communicate high value and how do we do it at scale? Because we know that volume is a part of this. Obviously you want to make every call as effective as possible. So we want to think about how do we communicate high-value in every phone call, but also how do we do it at scale? How do we do it so that it's sustainable as we're attempting to make 203040, sometimes as many as 60 or 70 calls. And here's the deal. There's an asymmetrical relationship between you and your prospect. In most of the time, we think about that as the prospect being more valuable than you. But we're going to try to invert that and see how we can, what, what thought techniques, what strategies, what tactics can we employ so that we can see ourselves as more valuable than the prospect or at least the same level. But let's just start out. How do you be the kind of person that people want to take meetings with? This is the way you want to think about yourself. If you're this kind of person, people will just take meetings with the right. That's, that's, that's the idea. People take meetings with others from whom they feel they have something to gain. Meaning somewhere in there, deep brain, somewhere in the unconscious inner workings of their dark mind that's maybe even unseen to them. They get the impression, it's almost a feeling. It's an intuition that the person they're speaking with is higher value than them. I can gain something by speaking with this person. This is a difficult act to, to, to do this, a difficult moved to make. This is the gymnastics of interpersonal relationships, but it is possible for you to communicate this. In other words, what this means. Hi value people. How do you look high-value? How do you perceive yourself and get perceived by others as a high-value person? In what I wanna do is talk about sub communication. Because you could tell, tell them directly. And some people do, Hey, look, I'm a high-value guy here to the things I can offer you. That's fine. That's transactional, it's upfront, but a lot of times these things are semi imperceptible. They're not something that you would do. A front you can say to somebody discursively, I'm a high value person, but if the rest of your body language, non-verbal communications and generally your effect says otherwise, you're going to be incongruent. People aren't gonna believe you. It's going to destroy trust, destroy rapport. We want to sub communicate high value so that we don't have to say it. And that when we do say it, it, it makes sense for the way that we've been behaving. So how do we do this? Firstly, just recognize that 70 to 93% of communication is nonverbal. That's tone inflection, pacing, how your voice sounds, the way you're saying your words, even your word choice, although that sounds like it's verbal, which is literally, but the way you're saying those words and the choosing of those words actually can show a little bit more about you. And this is what, this, even while you hold your body while you're making phone calls, I want to say this is very important to sub communicating high value, high-value people tend to speak in a low tone. They speak from their diaphragm, lower in their chest. They speak slowly. And in what I want you to do it just as a tactic here is to speak so slowly that your brain is going, wait, why are you talking to slowly? Because high-value people know that what they're saying is important. And their brains are making sure that they're communicating most effectively. Low-value people speak quickly this week like I got something to hide. I want you to speak in a way that your brain is going Larry, speaking this slowly. That's about where you should be. Assume powerful, confident body language when making goals. When I make calls, I stand up a walk around, I open my chest up. Sometimes I do push ups before I do it just so I can get into my body and feel my chest, feel my power when I'm making calls. And you want to speak positively in the way that I want to do this is imagine you're meeting your crushes parents for the first time. You're into somebody, whoever they are, you're got a total crush on him. You're very excited, and now you're meeting their parents. You want to present your best self, but you're not going to be different than you normally are going to kind of put on airs of being different. You're gonna be who you are. Your crush already likes you. So you should be confident, but you're being your best self. You're speaking in a way that is your best voice. That's the way that I want you to imagine. This is how high value people communicate. Also, I want you to write down You are equal to or better than your prospect. And I want you to put it somewhere when you're making calls. Why do I want you to do this? Here's a couple of reasons. People only want to consider working with those they see as equal to or more valuable than themselves. So pursuant to this, you have to see yourself as, as or more valuable than your prospect. And you're selling something. By the way, this is important to recognize. You're selling something your prospect can't do by themselves, so you are more valuable than them. This QED, you are just just by defacto. You are, look, if they want to buy from you, which they may. If you're solving a problem they can't solve themselves. You are more valuable than they are. So you should see yourself that way. Also, the reason I want you to do this is because if somebody starts disrespecting you on a call, if somebody starts talking down to you, you look at that and you recognize None. And now I'm not going to put up a treatment like this. I've called people back. I've even said on cold calls before, hey, you know what, I'm calling you out of the blue. It doesn't mean you get to be rude to me. You don't know who I am and I would never treat another person like this on the phone. So why don't you give me a minute to tell you why I'm calling, you know, people who are high-value don't allow, I mean, Oprah Winfrey says this don't allow others to treat them low-value have to educate others on how they're supposed to treat you. And I know that that's counter-intuitive for a cold call because you're like I'm Interrupting somebody's day, I need to be sensitive to that. That's true. It doesn't mean they get to treat you like crap. You have to be different from other people calling. What do other cold callers do? The either talk over their prospect and they don't listen to them, or they accept the BS that their prospect is giving them and they hang up and get off the phone. I don't want you to do either. You can go loud and clear. Hey, I heard you I heard you being disrespectful to me and I am an inlet, you know, I'm not going to put up with that. Okay. Here's what I'm calling now. You can either be rude to me and hang up right now or you can give me 1 second to tell you why I'm calling. I promise it's worth your while. Which one you wanna do that's treating your prospect like a human being. I've gotten hung up on before in the middle of giving a pitch, I've called right back and said, Hey, look, you just did you just hang up on me? Look, I you know, I'm a human being. I'm doing my calls here. I wouldn't ever do that to you. Why don't I tell you why I am calling and then if you don't like it, I'll never call you back again. Can we make that deal? So I want you to, you need to see yourself as being, as or more valuable than your prospect. And others, some crazy stories, you're going to hear some more of them as we go through this course. Don't lie. Don't make stuff up. Be authentic and straightforward. Do not equivocating, be concise. This is extremely important. This is respecting yourself. I know this sounds like it's respecting your prospect and it is. But you're respecting yourself first. You can't respect others. If you can't respect yourself, this is just the case. So don't lie. Every time you lie, you're saying to yourself, I'm not good enough. Every time you make stuff up, that's what you're saying. If you're inauthentic, you're saying who I am isn't good enough to get what I want. If you're beating around the bush, if you're wasting time, if you're if you're saying yeah, this, but also maybe could be a different way. All you're doing is indicating to you the person to yourself really and the person on the phone that what you're calling about isn't good enough. Concision is respecting yourself. Being brief, being straightforward, saying no more than what needs to be said is you're respecting yourself. It's indicating to the prospect that you do respect yourself. High-value people respect themselves. And this is how you want to be, is also, by the way, respecting the person on the phone. High value people don't lie. They don't have to. They can only give a yes if they feel they can give a no. This is a really big deal. People who make a lot of cold calls, who are successful at it, know this secret. If I leave the door open at any moment for somebody to hang up on me. And by respectfully hang up on me by saying, Hey, look, this isn't something I think I'm very interested in. Once I hear that I've been once I feel I've been heard out by them, That's totally fine. That we don't have to do business. It's okay. You can say no, it's not a big deal, but I really think that you should listen to what I have to say because I think you don't know what you're saying no to yet. There's a difference once I feel like I've been heard and they can say no and they say No, that's fine. But if they feel they can say no, they feel they can say yes. If they feel they have to give a yes, it's not a good yes, they're going to say no. They are going to feel resistant to it. They have to feel that they can have the power to say no. Now, again, don't be afraid to call back and be persistent. I like to say take three nodes. So people will say no because they just, it's an automatic response. Remember the Einstellung effect, people will say no upfront, just to say no. Because if you really have something valuable, you're going to be persistent. If you really have something valuable to offer, you're going to overcome their nose. That's the way this is going to roll. Actually listened to them and repeat their objectives back before you bought them. That's important. So if a prospect says, Look, I just, you know, it's not a good time. You can say, Hey, look, I know it's not a good time. It's always not a good time. Why don't you give me 10 seconds Real quick? I only need a minute. That that kind of thing acknowledges the objection. Is you listening to them directly tell them why you're reaching out to them. Not just anybody but them and why you're reaching out now, this is a, there's going to Jeff Hoffman, He's very big fan of this. Why you, why now? Use? Because studies show Stanley Milgram, who is a famous psychologists, sociologists showed that using just using the word because tends to increase compliance. Just because look, I'm reaching out to you right now because you're a person who blink, blink, blink in because this is happening now, blink, blink, blink. If you just use the word because it actually increases IT compliance and listening to ship. If that's a word, get as specific as you can be in 1, like just just as specific, as specific as you can be. It helps let them know that they are the person you're reaching out to rather than anybody have a specific ask and do not rely on them to do work. So this is a big deal. Low value people tend to rely on others to do the work. They rely on the prospect to determine what the next step is. Don't do that. You want to make it easy for the person you're talking to to comply with EU high-value people make it easy for others to do what they want them to do. Don't be afraid to ask clarifying questions. You know, if somebody says like, yeah, look, you know, we just we've already got some in place. Yeah, you know, I'm already I'm too busy for this. You just go like wait, you you already have something in place that handles this problem and get specific with the problem. Especially if you're in technical sales, you'll be surprised. Some of this is just like I keep saying, the Einstellung effect. This is obligatory language they have floating around their brain to try to get rid of people who are wastes of time. High-value people. Don't let others be low value to them. Think about that, and don't be needy. Finally, like this is a big deal, do not be needy. You want to have the mindset that says this, I sell a valuable product or service, and my job is to communicate the value to people who I suspect can use it. Because of that, I won't let their in-patients ignorance or bad habits get in my way. Instead, I'll overcome it with positivity, clear communication, good listening, and persistence. Just feel how it just feel how powerful that is. Before I even move on to the second paragraph, just you sell a valuable product or service and it is your job to communicate the value to people who you suspect can use it. And because of that, you're not going to let them get in your way because you have their best interests in mind. Instead, you're going to overcome their bad habits with positivity, clear communication, good listening, and persistence meant you are unstoppable. If you're hung up on, you'll call back. If you don't feel you've been heard, you'll call back. If they say they're busy, you'll call back. The only way you stop calling back is you get the meeting you want, you get them on your agenda, you get the next step you want, or you decide it's not worth your time anymore. You are in the driver's seat. So this is not a passed by the way, just harass people. The point here is saying this, you know, you selected reaching out to your prospect because you believe that there's something valuable for them. That's why you did it. Of course it's valuable to you. That's why you did it, but you're doing it because you think it's valuable for them. And until they hear you and you feel heard by them with a pitch that we're going to go over how to write later. You're not going to stop. That is you in the driver's seat? That is you and the locus of control. So keep it going. You are a valuable person. The high value. 8. 6 Planning Cold Calling: Planning cold calls. Oh boy, it's planning. It's what we all love it. We love planning so much. You know, here's the thing. Some of the people listening to this, watching this. You guys are planners. Your planners, if you like planning, you think in terms of planning, you think plan the work, work the plan. I'm not this guy, I'm not a planning guy. This is something I have had to learn to do. Because planning and executing something with some thought behind it, as you can tell from all of the foundational videos, is key to being successful. And I've learned that over time. I mostly a guy who was like Give me the phone, I'll just start calling people. And then after a while, I start realizing, oh, I I don't have a sense of what I'm supposed to be doing. I haven't prepared for this properly. I'm more like let's jump in and fly by the seat of my pants. I'll figure it out as I go. And actually, that has served me in my career. But there's a law of diminishing returns kicks in. So I want you to not make the mistakes I made and planning the work is a big way to avoid a lot of that. So this is important. And I hope that you take away basically a big step over all of the things that I messed up by not planning properly. And this is designed to get you over to that point. So before you even start, what is the strategy and what's the goal? What is the strategy? What is the goal? What are you trying to get and how do you think you're going to get it? And it's that simple. And some simple strategies that I want to talk about are, these are all very basic because there can be many reasons behind going into a cold calling. Y. Pardon me, why go into cold calling? There's a lot of reasons why you can do it. And some of those strategies include things as simple as this. Just test out whether or not cold calling could be a growth strategy for your business. If you're watching this and you're thinking, I've been thinking about cold calling. I want to figure out how to grow my business. I want to figure out how to get more clients, but I don't even know where to begin. This is a great way to do it Actually. This is simple. This is for you. You could, you could see which marketing company, part of the marketing copy resonates with prospects in real-time with first-person feedback, you know, a lot of, a lot of books on growing your company and getting feedback. Pardon me, talk about getting feedback from your direct clients. There is no better way to do that then just get them on the phone, especially if you don't have many clients, you can get their feedback and then you can go call people you think would make good clients. There's ask them directly, this is a cold calling strategy. You can win businesses like this. This isn't even a pitch. This is just, Hey, look, I got something I want to talk to you about. You're a guy who I think has problems like this. Let me just ask you a question. If, you know, if you had issues like this and I had a solution like this, Would that be helpful for you? You're not even talking about selling something to somebody, but this could actually work. And you're engaging someone in conversation, you're building relationship and getting feedback. You can then take that and use it in marketing copy, which is more like a bull horn addressing the marketplace. Those individual conversations actually inform that stuff. Honestly, you could just have a goal like this. 10% of your new business leads, you're going to come from cold calls. If you're at a big corporation, like one wherein I currently lead the global sales development team. It's more like 70 percent of new business leads come from a cold calling strategy. And that's true. Actually we are growing where the motor behind the growth of that business. But whatever, maybe you have referrals, maybe your businesses currently thriving with whatever ways that you're generating new leads. And you go look, I just want 10%. Let's figure out what that is. We can scale up from there, see how it succeeds. You could get first-person knowledge from prospects on a new vertical you want to break into for your business. This is actually true of established businesses also, whether you're a sole proprietor or if you're watching this because you want to sharpen a knife and you're currently a cold calling SDR at an organization, this could be a very good way to make a name for yourself by just going Look, I want to break us into a new vertical. We haven't been in travel and hospitality. I want to do that. This is my cold calling strategy. And finally, get a certain number of new meeting set per week. Pretty simple. Look, I just want to get to new meanings week. I wanna get three new meetings a week. I want to make a $100 every week based on sales made from cold calling. All of those things are great. And then lastly, just make sales directly on the phone line if you've never done it before and you have a business in which you could do it. It's possible because the conversation doesn't need to be that long. You could make a sale on the phone. That's a simple enough goal in and of itself. So the goal changes the strategy, and it changes the pitch and the process. So those things are informed by the strategy. So in this whole series, I'm going to present to you basically how to create pitches, how to create processes that are repeatable and scalable, that can grow your business, grow your whatever growth strategy you are pursuing, for whatever reason you're pursuing it. But Keep in mind those things are informed by the goal and not the other way around. So for example, if your goal is to find out of cold calling could be a valuable growth strategy. Here's what you might do. He set up a pitch and calling process that yields leads in an apples to apples comparison to your alternative growth strategies. What does that mean? It means that you just want to make sure that let's say your alternative growth strategies are informed by cost. You might want to evaluate your time and the pose that against the use of your time and the use of your money and alternative growth strategies, That's one way to do it. You could also keep a specific cadence of calls over a specific period of time. Look, I'm going to make sure that I'm just looking at how much time am I spending doing this? How many calls my making over how long of a period of time that'll informative me whether or not this is a good use of my time. If you want to make a certain number of sales over the phone, you make sure you've got a product purchasable over the phone. This is not useful if, if you're an enterprise sales or you're in a sales process that requires multiple stakeholders, you simply can't do that. And if you are in those things, maybe it's possible for you to go back and create an offer or a product that does get somebody in the door on a single phone call. And obviously you'd want to create a pitch that makes it very clear why they wanna do this right now that informs your pitch writing, which we will talk about later. So a lot of people sometimes think the goal is to make a sale over the phone with cold calling, it's actually mostly not most of the time. A goal is. The cold call is just to start the relationship and maybe sell a meeting, maybe sell an offer for someone to come into, into a meeting to use your product and free basis like a freemium model, there's lots of different ways for cold calls to go and it's important to just be explicit about that as you're attempting to write your pitches and creative processes. So Goldman strategy, you're going to inform things like sales process, of course, as I, as I mentioned written pitch, we, again, we will go over both of these things more in depth later. But alternative pitches for different persona's. We'll talk about persona's and pitches as well. Because what you wanna do is you want to tailor your pitch as much as possible to different persona's. And persona's simply means for this context, the type of person we're going after. What do they do? What do they think about? How do they, how do they differentiate from one another? Depending on the organization or, or, or life demographic that you got that you're going after in your process. So that's what persona's means in this regard. Marketing collateral. So look, a cold call process might involve some marketing collateral. You know, we're just going to talk about tools here. We might need a one-pager. People might not want to talk to you over the phone if it's a very big sale or it's very technical, you don't want to get into heavy technical details over the phone. We'll talk about that later too, when we talk about pitches and why you want to avoid that. Because it's going to shut somebody's brain down potentially. But you might want to have that on the side. Hey, look, just I'm gonna send you something. You just take a look at it. We're going to have a meeting after that. You can cancel the meeting if you want. If you see what I sent you doesn't interest you, but otherwise, let's go ahead and continue this conversation. You just don't want to get into the technical detail. Maybe you need a white paper or maybe the marketing collateral literally shows a visual image someone has to see in order to understand what you do. And then we'll talk about visual images and pitch writing later because semiotics is important, but it is going to inform maybe what your supportive marketing collateral could be. And finally, target company's contact list data sources. Obviously, if you want to go after a specific market segment, if you want to make sales over the phone, it doesn't make sense for you to go after large companies where multiple people have to be involved. You're gonna go after smaller companies where you can talk to the one guy or girl or, or person who can make that decision in the moment. That's going to inform your contact list and where you go to get the data to contact those people. And whether or not you need a calling platform, the CRM, which is a customer relationship manager or another record keeping strategy, HubSpot, pretty simple, but a spreadsheets. Honestly, I use spreadsheets a lot and we'll talk about many of these later. In terms of tools you can use to help make your outreach more effective and keep track of your outreach. So your goal and strategy are simply going to inform all of these things. This is why it's important to think about. So if you were somebody who was thinking, I don't know why, I don't care. Whatever. I hope I've sold you on the idea that it's worth thinking about before you dive in. 9. 7 Create Your Materials: So creating your materials, I am fond of a phrase, professionals create their own tools. And basically in this action, you're going to be creating your own materials. You're going to be creating your own tools. And I'm going to walk you through how to do it. Basically, we're just going to cover a few things. So I just want to say what this isn't, what it isn't. So writing pitches will be covered in depth later. You're not going to be writing pitches here. We're gonna go over pitches very specifically on their own content. Because pitches are, well, they're deep there, the whole thing where we will be covering them slightly, but it's going to be much deeper later. And we're gonna talk about a sustainable process. So this, we talked about volume. And what I wanna do here is talk a little bit about how you can create tools to support the infrastructure behind that volume and keep it going moving forward. Also target personas, how to research, what to look for and what you're going to basically use those for, why we're even doing it. And how you're going to use those to craft pitches that will win those people over in specific. And finally, for testing your contact lists. Basically for a test to see you, the outbound sales development is in cold calling is what you're looking to do or at scale. Basically, we're going to teach you how to do both of those things. 10. 7a Create Your Materials, The Pitch: Well, welcome. If you just came here from the last lesson, you're thinking, why did he just lied to me? He said he wasn't going to cover the bitch. And now we hear is governing the pitch surprise. Look this, you can look at this basically as a crash course in pitches. This is the shortest possible amount of information that I could cover because pitches or something you will have to write, you're going to have to create them. You need to create them in your material. So I'm going to cover very briefly what they are in the smallest amount of words possible. And that's interesting because keep in mind, there'll be covered in more depth later in this course. So what is a pitch? The pitches pretty simple a pitches the fewest words possible to get someone interested in moving ahead with you. That's it. It's not more complicated than that. What does the least amount of things I have to say to get someone interested in moving ahead with me. That's elegant, that's elegant. Pitch writing. It has no additional things. So in pitch 101, I just want to say this. This is again, a deep dive is coming later, but right, what you do and why it's in their best interests to take the next step with you and pro tip use the word because there's more of this later, but because it's a very important word, Stanley Milgram in his experiments on the New York subway system, show that because is important, right? One or two of the best reasons they have to believe you and comply with your you're asked basically focused on customers, focus on customer stories or outcomes with statistics. So what is one of the two best reasons they have to believe you? Think about it from their perspective, user empathy. What outcomes are they interested in and why does complying with you serve to fulfill those outcomes? So again, right, what you do and why it's in their best interests, then put one to two of your best reasons together. Don't make it more than that. Certainly don't make him more than three. If you write 3, three is already a lot, it should really only be one or two. And then conclude with a specific ask. That specific ask needs to be a concrete next step. It needs to be a, I want 15 more minutes, 20 more minutes, 30 more minutes to show you more about this. Or in the case of you trying to make a sale on the phone right there and look, $5 or lock you into this. All you need to do is, let's do this right now. You get $5 and more value comes later, whatever your pitch happens to be, conclude with a specific ask. Don't make it nebulous, make it very concrete, make it very easy to do right there on the call. Here's an example. So my company runs very successful social media campaign for family owned restaurants. And because you have good reviews but no social media presence, I thought we should talk to of our last customers in similar sized markets increase sales by 20 percent after just four weeks of working with us. Can we sit down for 30 minutes and I can show you exactly what I would do online to get more people into your restaurant. So simple, let's just look at that. That's three sentences. That's a pitch. Now, we will cover in greater detail how cold calls and how real pitches work in cold calls live on the line. But what you need to understand is this is it, this is the bare-bones. This gets the job done. People might say yes, they might. People might say as they might say no. But this tells you why I'm calling what the value is and what the next step is. Those are the three things you need to answer. So stay tuned. We're going to go to a deeper dive later in the course. 11. 7b Create Your Materials, CRM: All right, welcome to create your materials. Professionals create their own tools. We're talking about CRM in this lesson. Crm stands for Customer Relationship Management. And you, when you prospect, you don't just want to, when you're making cold calls, you don't just want to walk out into the field, willy nilly, you know, you want to have a process of plan, something repeatable, something that you can refer to. So you can know where you're making progress. Especially this is especially true because follow-up and we'll talk about this later. Follow-up is really the X-Factor. You know, a lot of people, they will try to just wander out and make sales and they go cold calling doesn't work well, it doesn't work because you called someone once, you know, studies show that people make sales when they follow up. And that's what we're going to talk about is creating a structure, a ladder for you to climb into success. So what is a CRM? Let's talk start there. Simply put, a CRM is a customer relationship management is the process and material to keep track of your outreach and organizer activity. So a good CRM system will, will put you in a position that makes these things easy for you. It'll keep all targeted prospects data. It'll show you forecasts that activity. So to show you what you need to do, and we'll talk about how that is displayed, but it'll show you what are you going to do tomorrow or the next day? The next day you know what you're gonna do. You're not going to have to sit down and reinvent the wheel when you sit down. So it'll keep all the people you've already reached out to you. That makes sense. But it also tell you who you're going to reach out to moving forward. It will show you past activities and notes. This is extremely important because like I just said, follow up is a big deal. If you don't set these things up properly, you're going to lose all this data and information and that's really the X-Factor. It also aggregate data to show you statistical outcomes. Now, this is either inherent in the CRM system or it's something you can produce yourself, as we'll talk about here in a moment, but show you like look, when you make calls from these times, people tend to pick up when you make them in these times they tend not to pick up. That stuff will importantly revise your cold calling strategy moving forward, hey, when you talk about these things, people tend to buy into what you're saying when you talk about these other things, they tend not to. It's important to keep track of that information. That way You're, like I said, not reinventing the wheel every time. Spreadsheets. That's a CRM spreadsheets, baby. I'm not spreadsheets guy, but these are spreadsheets. So this is a comedy contact spreadsheet list I came up with years ago because I'm a comedian. I do comedy all over the world. You'll see here, this is mostly Michigan. These, by the way, these are actually real. I probably should, probably should have asked out some of this information. These are real comedy clubs in Michigan that I and I have done comedy at. The ones in red here have closed because let's face it, comedy clubs, not the best business to get into. But you can always create a spreadsheet and Google Sheets. This, this actually, this is great. If you've got no budget. If you have 0 budget, you can go do this for free. You can, I don't care where you're listening to this. You could be in India, you could be in Nairobi, Kenya, you could be in, in Mexico City, Mexico. You could be anywhere. It doesn't matter. You can go online, create one of these right now. Here's what I've got. I've got dates of contact about relevant notes and not pictured because I caught them out. Trick Jia, I'm not going to show you the information for these joins side from the website I guess is phone numbers, emails, et cetera. You can go ahead and toss those things on here. I've got some hidden right here. Anyway, other CRMs to check out. If you want to spend money, they can offer you a lot of relevant, helpful tools and features that make your outreach easier from Voice Over Internet Protocol, phone calls, to better note keeping to connecting with other apps and things that you use, maybe your email, et cetera. There's a few of these, but I would recommend just honestly Google Sheets to start if you really, if you're like look, I just want to dip my toe and figure this out. I use Google Sheets all the time for all kinds of different businesses. I've launched in comedy and it totally works. But here's a good one. Hubspot, pretty straightforward, integrates with email, but allows you also to call, keeps your keeps information on people and contacts, keep your relevant notes here, all of your information, phone numbers, things that you said in the past, what you've talked about. All of that's very helpful. Hubspot has some pretty decent offers to start out, but it's not, it's not for free. Streak is great, streak is actually free and I've used this for a long time. So streak is a CRM system that allows you to keep track a lot of people in Gmail at integrates with Gmail. You can use it for free or they have a freemium offer that gives you some more features including some Voice Over Internet Protocol, phone call stuff. Integrates with the e-mail, which I have another course on. And I would encourage you to take, if you want to check out that course, message me and let me know that you've checked out this course and I'll just give you a free. Coupon to go ahead and check out that email course. But what this allows you to do is it lets you arrange people in sales stages. I mean, this is important. It's another structure basically to outreaches, not only, you know, who I'm reaching out to and what their information is, but what stage of the conversation are we on? Basically, how do I know this is helpful to arrange all of that sales loft. This is I use this and have installed it at a number of companies that I've either consulted with or that I've been the head of sales development at. I love this software. I think it's fantastic. It does everything I needed to do. It plugs into everything I needed to plug into LinkedIn, you know, HootSuite to see if I have information on, on people in the news that I want to talk to them about. I can call people from here and I can email them from here. It integrates with sales force, which has a very high level CRM system that I will not cover here because it's too complicated. Or you can use it by itself and it gives you stages similar to to pardon me, streak. And it allows you to keep track of conversations. It also records phone calls. So you can reference your phone call later. It's pretty powerful stuff, but it's not cheap. And finally, pipe drive, this stuff is great. I've used this in a number of organizations, have done some cold calling and sales at and similar to the other two, It's part of me, the other three. But sales loft, especially it allows you to keep track of conversations. It gives you deals that you can, you can create. So if you're calling and you have maybe more than one thing you're calling about. You can create multiple deals and manage them in here, sales loft is a little more difficult to manage opportunities, but you can do that by dr is built for that basically see a one-stop shop for making cold calls and cold emails. A lot of these have cold emails built on their platforms as well. So copper, I've not tried this one full disclosure. I'm not really familiar with copper, but I've heard a lot of good things about it's built for calling specifically. So you can sit down and just crank through lots and lots of calls. It also it also links into their e-mail, me your e-mail unless you do cold outreach on that as well. But I have not tried this one out. I just simply know that it's similar to sales waft and pipe drives a little more downmarket. I think this is a little more affordable. It also records phone calls as well. So get that structure so you can climb it. Basically just to review. It's as simple as possible. Just get into a spreadsheet and I would encourage you don't go dive into the deep end of the pool and try out those CRM systems and start painting from just start with this, start very simple. Start with the name of the company are going after city, state, zip. Use Google to find all this information. If you don't know who you should talk to, go ahead and cold call them and ask. It's totally possible, just pop them in their dates of contact, relevant notes. And then if you wanted to, you could create Last outreach or outreach list over here and just start listing outcomes of times you've called. I literally did that at a major marketing organization. They had a CRM system that was impossible to use. And I just went back to using my own Google Sheets to solve the problem. So anyway, there you go. Build that ladder climate. That's how you're going to end up succeeding in cold calling. 12. 7c Create Your Materials, Personas: Persona's, it's not just a word that Carl Young described to use the masks we wear every day. Although it is also that what are we talking about when I say personas, personas are your however you describe your prospect, persona's are. However you characterize your prospect. Basically, however you talk about your prospect, that is a persona. Persona might be more than one person in the accounts you're reaching out to. It might be might be more than one person. A lot of people who are gonna go do cold calls and who go out, quote, unquote willy nilly. They have an idea of who their prospect is. Anyway, if you're just going to pick up the phone and call, you probably have some idea of who your prospect is, some idea of what the persona is you're reaching out to. But it helps to sit down and think about it a little bit because you might realize some things that are counterintuitive, but let's just talk about how to create this, how to make it explicit, and some of the things you might realize when you do it. So who buys a product or service? That is the high level question, where the persona is the answer. So it's whatever similar characteristics your ideal prospects are current customers share basically. So it could be titles, duties, regional location, business or type of business, whatever, hobbies, activities, income relationship set as goals. So just an idea. I was at a yoga, outdoor physical event thing that I wanted to sometime ago. It's called wanderlust Iran, 55 kilometers, did yoga and then had an outdoor meditation session. And they also had a bunch of stalls and shops that were going around at the time. Wanderlust and I talked to a guy who created a balance board for people who do yoga. So is it balanced board for people who do yoga? And when I asked him, who's your ideal customer, he went, you know, people who do yoga. That was it. That's a activity. People who do yoga for people who do yoga. I have a balanced board for people who want to up their yolk game with balance. That's who my persona is. And if he could figure out groups of companies like retail stores that he could cold-call into who have those types of people who want to up their yoga game, that would be a perfect persona to call into. Basically, he knows who is customer is. And the second persona would be the people who own those stores. So just to think about that for a second. I know we're just hanging on this slide, but he knows who's the people who are going to buy that board are. Now he all he asked to do is find people who supply those people with their products. That's his persona. Think about that. So that's how you find a persona. Why would it be helpful? Because he can think about things to say to those people. He can call them up and sell them on his board. Let's continue. It's however you answer the question. Who do you do your work for? Not you, the prospect, you, the person listening to this, watching this, trying to figure out how to sell something to somebody who you do your work for. Basically for people who already said this previously because this is how to think about this. For people who do XYZ, we help them A-B-C, Look. If you own a store and your clients are people who want to take their yoga balance to the next level. We have a board that helps them do that like no other for you, Mr. who own or Miss or mix, I suppose, who own that yoga store. We can supply you with the board necessary to get your clients to the next level. Male wanna buy it. We can even give you examples of yoga classes we could take with this board. So for people who do XYZ, we helped them do ABC. We worked for people who can't do X. Big one, big one right here. We, for people who cannot handle their own Cloud Security Posture, we provide them with Cloud security. That gives them peace of mind. There's a company right there. I just that's a perfect, perfect persona. So people who want to handle Cloud Security can't do it. That's my prospect. That's why I'm reaching out to you. Can you can also see, by the way, the way that I just said that I would say that on a phone call, I could say that I'm a cold. Because this is why going through the work and creating your tools here is worthwhile because you will use this later as we put pitches together and think about how to use talk tracks on the phone to let people know how we're different and who we serve. You know, the why you, why you now will YOU well, who are you? You're somebody who can't do x and I can do x for you. That's a solid. This is why it's worth going through and creating these tools. Okay? We work with people who use AKS products for people who use, you know, for people who drive GM manufactured cars. We, this is who we reach out to. This is going to inform how you find those people later. This is very helpful to know. Okay, Look, all I gotta do is do a search and where the most GM vehicles are driven in America or whatever country you're in. Who are these suppliers? Who are the people who whose service and supply GM vehicles because I can call them and they can get me in front of those people. So now I know the persona of the person I'm reaching out to, the people who actually service those cars. And that'll inform how I find all of those contexts later to reach out to. We work with people who go to Acts once a week. That's simple. If the company on line 10 thousand cc, they are specifically built for people who exercise every day of the week. For people who go to the gym five days a week or one day a week or whatever. We are, we're for those people. That person is very helpful it, so this will help you in marketing, but this will help you in cold calling because you'll know exactly what to speak to and who to speak to and where to go for it. So let's continue. What pains or gains do your targets have or want. This is really important because these will inform your top tracks later, but it also differentiates who you should be speaking with. So our targets can't. Acts already said that previously, as you saw here, for people who can't do x, our targets can't acts, they can't do whatever. They can't date, they can't find it cannot find the time to go dating. We're a high level matchmaking service in metropolitan areas for people who can't date, they don't have time. We'll do it for you. That's a business that I just came up with on the fly. Our ideal prospect needs more acts so they can y, another way to think about this? Our prospects wants, want to ax, but they can't without y or prospects want to date. But they can't without somebody scheduling the time and arranging the day, they're just too busy to handle the details. We'll do that for them. You handle the date, will handle the details. That's a I just came up with another solid marketing. I would say that on a cold call, but it also shows me who I should be rejected because I'm reaching out to people who already have assistants who handle this forum. I'm barking up the wrong tree. I'm probably not going to find, or even better that I actually clue me into the fact that I maybe need to reach out to those people as they attend some seminar or belong to some group. If I can find a a group of people who don't have time to date online somehow. I could reach out to them individually. I don't know. I'm just thinking on the fly here, but you get the idea. Our targets are afraid of x. Simple, what happens is that they're afraid of, we can give them peace of mind. That's who I should reach out to. It'll start pointing me in the right direction of who to reach out to. So what I want you to do, you don't have to do this, but you should at least do this mentally is create a persona card. I do this at all. The organizations I'm at know your prospect. And it's pretty simple. It's a card. It could be physical or it could just be a document in which you have name, title, duties, pains, gains, or wants it simple. You can put it in front of you because as you create this tool, you will use this later to inform your pitch and to think about who you should reach out to because you know, if they have their title and if you know, maybe what their duties are and then name is, by the way, you can just give them any name. It could be anything just as differentiate them from other people in there. If you know what their duties are, if you know what their title is, you can start using research tools to kinda figure out how to get in front of these people. So here's an example. David. David is a director or a VP of Marketing. He could be a director of product marketing or product marketing manager. Is duties include creating product marketing and tracking effectiveness. Is pains include unable to track effectiveness. If he's not able to show what his product marketing is doing, it becomes impossible for him to do his job and represent it properly to the people who want to know, like is VP or the board or the CMO of his organization and his gains or wants more time to focus on creative task. He doesn't want to go track the effectiveness which would require him to do the work. He wants to focus on the creative stuff. So this is just, I haven't talked to David, I haven't spoken to this guy. This is just my thinking about this. So I'm going to go do a pitch. What I'm going to try to do is tailor my pitch to understanding how I can go look. You want to get more time to focus on creative tasks and stop trying to do the hard work of tracking your effectiveness. That's what my tool solves for you. Or if I, even if it doesn't even have only does a little bit, That's how I'm going to present it. In the world of cold calling is just make sense, I hope so. So keep in mind, you may have more than one persona, you may have a handful of them. And that's totally okay because many organizations have more than one target you can go after. In many organizations, especially depending on the size and the type of sales you're doing, you may have to go after more than one person. Multiple stakeholders are pretty normal, especially in an enterprise sales situation. So depending on what your cold calling about, that May involve more than one persona or stakeholders. So keep that in mind. 13. 7d Create Your Materials, Contact Lists: Welcome to contact lists, so I know yours this Okay, look, this is why you signed up for this course because of this hot, hot contact list material. Look, contact lists are important. You can't do the job without them. We're gonna, we're gonna cover it. We're going to have as much fun as we can while we're do it. So here's the deal. You're gonna call people. Who were you going to call? You got to call somebody. How are you going to call them? Who are they going to be? So I want to talk about this because we've covered persona's and contexts differently. Persona's and the last lesson you were like, I get the idea, high level there, this kinda person, whatever, but how our context different, Here's the deal. Persona's equal. What characteristics your prospects have. And contacts are the actual person in real life personas or the template, the contacts or the instance of that person. Look at her smile. She's so happy to talk to you to give her a call. So creating a contact list. This is this is it guys, That's pretty complicated. Just put people who look like your target personas into your CRM with as much relevant contact information is necessary. Phone, email, LinkedIn, Facebook location, et cetera. Jk. It's just another JK phone, email, LinkedIn, Facebook location. Whoops, that can be difficult. That is the difficult part. This stuff, it can be hard, it can be time-consuming depending on how we do it. But I want to cover because this is the hardware, this is where the work comes in that enables you to succeed later. In the simplest incarnation, you can just Google it truthfully. You can't just do that. You can actually just do it. Don't believe me, I started a company with this method. I really did. There's a company out there that I will not name that. I basically launched along with a few other Bootstrap people years ago that I found the contact information for all of the top 1000 online real retailers, basically, the top 1000 online retailers. I found all of them through googling, straight up googling. We didn't have a data partner. We didn't do anything. I googled the hack out of everybody in that situation. It was at time-consuming. Yeah, it was pretty time consuming, but I found them and we did business with 45 of the top 1000 online retailers in our first year. That's actually a lot. In the first year of time. I called so many of those people and I was so persistent about it and I made that company have business and connections through sheer force of will and googling its entire, It's entirely possible to do. So. Lucky for us though, there are a ton of companies that will help you do this. You do not have to Google everything. There are options, but they cost money. They're going to cost you some hot dash. But if you're paying for this course, are checking it out. You've got some cash and some of them are cheap and they're very helpful. So let's continue. Contexts, lists, and data partners. First of all, there's Luschka, also called Lucia. It's up in the air. This is a great, great partner. They, they only cost as little as a, less than a $100 a month. In some of them, you can actually use them for free at a certain point, but they'll only supply you with a handful of contact information day, but less than a $100 a month, they'll give you a bunch of information. This is actually a car info from Netflix, so you can email him and tell him I sent you, I guess. But this is really the this is really how it works. This is a screenshot from my actual computer. It shows up on LinkedIn basically, but it also show up on people's websites. You can go check out people, but specifically on LinkedIn, it'll pop over it on the side. It's a Google Chrome interface. It's got an extension, it'll pull in and it'll give you their information. Also give me their mobile numbers, which is Uber creepy, but super-duper, it actually works. Rocket reach. This is another one that I've used. This is similarly, you can see here it integrates with LinkedIn. It'll search especially on LinkedIn Sales Navigator accompany. It'll pull up a bunch of information. It will actually pull up the same list that you're looking at. And it'll start looking at its database to find people. I've had less local, but this one just being completely transparent at most of the companies I worked at, I suggest using two to three of these partners. I know it's expensive. But for the enterprise sales that I do and all the research, we just want to triangulate the best possible information as fast as possible. And that's using more than one of these research platforms. Lead IQ, this guy, this guy rocks, I love lead IQ. This is probably my favorite. It is a Chrome extension. It integrates with LinkedIn and Sales Navigator. It pops to the lab just like this is a screenshot from my computer and it'll give you information on the person you're looking at. So Terrence Kwok here from big yard, it'll give you his information, actually, actually his email. And it integrates with your CRM system and integrates with a bunch of great CRM systems like Outreach and Salesforce and sales loft. And it'll pull their info straight into your CRM, but you don't, here's the best part. You don't even need one of those CRMs because it'll actually integrate with a Google spreadsheet also. So you can use the bootstrap method that I recommended earlier in this course to pull information from these people straight into Google Sheets and build out basically a sales list for you. As you wander through looking for your target personas. In Sales Navigator. Seamless dot AI. This is another cheaper model. It's more expensive than some of the other ones. Here's more expensive than the lush up, but this guy's great and it'll give you basically almost unlimited credits. It's really high, it's hard to go through all of them. You can create a list really quickly. A 100 bucks a month, which if you're building a company, is not that bad. And once you have that information in your database, is you just go ahead and run with a baby. You make it happen. Seamless data dot AI uses an AI protocol to scrape the internet for information. So they're a little cheaper than some other people on here that I'll talk about in a moment. And their data's pretty good. It's slightly less accurate, but it's still pretty solid. Good enough to use. I've used it, I've recommended it to other people, like I'm doing to you right now. So super-simple also integrates with your CRM. Basically any of these guys will do that. So Sales Navigator, many of the platforms that I talked about are built on this. So you can use a lot of these width, just LinkedIn straight up. But LinkedIn Sales Navigator is going to give you a lot of information beyond what regular LinkedIn will do. It will let you find people to sort through people. It's worth it. I spent about $80 a month on this thing. Which again, if you're building a business is really not that big of a, of an expense. And it's super, super helpful. You can create and customize lists, which then once you have them, you can use some of the other software data partners that I've described earlier that will give you information on the people in your lists that you can then export to your CRM system. A little more complicated in terms of in-depth activity then we're going to cover in this course. But it's good that you're just aware of them in terms of of how to find these contacts? Continuing ZoomInfo, DiscoverOrg, they're the same company these days. These guys are super, super good, but very expensive, inclusively expensive. So if you're watching this course is somebody who's like, I'm thinking about building out a cold calling strategy for my company that is growing. And I just want to get a sense for it before hiring the director of the company. First of all, call me up. Come on, buddy. Let's do it. I'm going to consult with you, we'll figure it out. But secondly, that you might want to consider this if you're that kinda guy, it's, it's high, high level, it's not mom and pop. Its enterprise level. It's industrial strength, as I sometimes say. And this thing is powerful. We use this at the organization I'm currently at, which is a big this is to say it's a big company. And I like it. I have my own misgivings, but it is the most powerful tool you can have for building out contact lists. So if you have a team like I do with people who call all over North America and Europe. This is what we primarily use in addition to Sales Navigator and lead IQ and Luschka, I have those are the I'll just be transparent. Those are the technologies that I use. By the way, I'm not getting any any kickbacks for referring you guys any of these. So, you know, Don't worry, take my recommendations. But as always, I just want to say, you can always Google it. I say this to my team all the time, but I can't find their information. Okay. But just Google it or you can call better yet, just call them just call them up and asked just call their front desk and ask the person who answered the phone. That is always an option. And I beat that drum all the time. So those are the partners, those the data partners. But I will suggest please if you're just going to test this out, just Google it, do the artwork, figure it out. Sit in the driver seat, make it happen. 14. 8 Research Your Targets: So you've got that contact list, the people, but what do you do with them? What do you do with them? You don't start calling them right away. Or at least you don't just dive in with dial them up without having any idea who you're reaching out to beyond their title and company and maybe persona, mean persona's helpful, you know where to go from that, but you want to research your targets. You want to do this because the truth is that if you don't do this, you're really wasting your time. And you want to keep some of this information and notes. Now, if you have a big contact list full of hundreds of people, I wouldn't suggest you do this with everybody right away. But if you've got a list of people like 25, 30 people you want to call and you should be chunking your large contact lists. In that way. You want to spend some time researching because it will separate you from the rest of the pack will talk about that here. There's only one reason anybody complies with a cold call. Can you name that reason? Is it because you're such a magnanimous and amazing individual with a spectacular voice. No, it's because they understand why it's relevant to them. They understand why the relevant value is presented to them. They are compelled interested in the next step that you have for them to do. I call this the YUI you now. And not only do I call it that, Jeff Hoffman calls it that He's a guru of cold calling. Why you, why you now the number one most effective way to succeed and cold calling is by understanding why your value proposition is specifically relevant to your prospect. That's the number one way. Okay. And that's why the number one rule is don't sound like everyone else because what does everyone else do? They don't do that. They don't differentiate themselves. They don't talk about why they're specifically relevant to their prospect. They just talk about there, oh, check on my cool features and this is what I'm calling about. And don't you want to do this? No. Don't want to do any of those things. You don't understand my world, the way you differentiate yourself, the way you look unique and display high value based on knowledge of your prospects world is by doing research, you want to show that you know something about their world. You want to look unique and different. You want to differentiate yourself. And the way you do that is by doing research. It's pretty straightforward. So we call this the research curve. Pretty set up. I think I just looked up whatever this is. I think I don't even know what this represents. But basically the idea is that look over time, research diminishes the law of diminishing returns. Basically, the longer you spend doing it, the more opportunity cost you accrue. So the question is, how much time should I do? Should I spend 5, 10, 15, 20, 30 minutes on somebody? How many minutes should I spend trying to figure it out? I mean, part of the answer that question is how valuable you suspect that prospect to be. But we want to understand minimum effective research because we want to do that and not really much more than that. So you can remember this about volume. So if you can't do it becomes preclusive, really impossible for you to even do 10 minutes of research per contact. You have 30 contact you do in ten minutes of research, you just shot basically five hours of your day looking at calling instead of calling. So before you do anything, make sure you're able to keep notes somewhere. It's not rocket science, this is in your CRM system. This is why it's important. You don't want to do the research and then lose it. You do not want to take the time and opportunity costs to get this done and then lose that. Like dust in the wind. Every call you make, spend no more than three minutes Googling something about the contact target. That's it. Pretty simple. Look, if it's super high value and you sense that, then maybe spend a few more minutes. You know, if this is the CEO of a company that you're trying to get attention from, maybe do that. But really as soon as you've found three things about them or spent three minutes, we call this the three-by-three method. You just go ahead and make your call. You figured it out. You know what, three things, Brendan, which three things should I research? This is a really good question, but here's some good examples. College or college organization's pretty simple. You know what they get a sense for this, who this person is. You could even mentioned that a really cool, That's OK to a blank alumnus or alumna. A pretty simple, straightforward, hey, go blue. If I was gonna talk with somebody who is from University of Michigan. It's favorite sports teams. Again, really simple, really simple. Hey, I saw you were huge. Kansas City fan. Really easy to say that early in the call. Many people don't do that. Does it sound a little trite? Yeah, maybe a little bit. But the thing about it Again, a lot of people don't do that. Even if you have that information, you, it'll come back eventually. You could use it on an email, a different call on their voicemail perhaps. And then any, any other groups on LinkedIn. This is a great YUI you now by the way, this is a fantastic why you, why you now, hey, look, I both saw that we were members of the Cloud Computing Group. And the biggest discussion recently in that group, as you're aware, is XYZ. This is why I'm reaching out to you because we have a blink, blink, blink. That's a great way to, again, we're not even writing a pitch yet. We're not even formulating a pitch. We're just doing the research necessary to understand how we would pitch. And hopefully you're starting to understand in your brain as we walk through this. Oh boy, I see I can I can see how I would use information to begin to tailor what I was saying to the prospect because that is very, that is how to differentiate yourself on a cold call. People do not. People who think cold calls are not successful don't do this. They'll talk a lot about volume, etc, anything they've talked about on Twitter. Super good. Especially if it's relevant. In the bare minimum, that doesn't seem relevant. You could start talking about it, The them. And then straight up just say, by the way, I just wanted to talk to you because I'm trying to pitch you. I am interested in the topic you shared, but I mean, that's a that's a that's a hard shift, but you can do it. And then finally, I just want to say this isn't injunction. Do not talk about their kids or things they've reasonably posted on Facebook. That gets creepy somehow Twitter's okay, you know, LinkedIn, I would also say is okay. If they posted something on LinkedIn, That's a perfect why you, why you now, any of that stuff is fast, fascinating, totally open season to go after it. But if you just mentioned something about their kids, unless they posted something about their kids randomly on LinkedIn or Twitter, which if they did gross, but do not talk about that or Facebook to, it's beyond the pale, it's too weird. So when you pitch, tailor it specifically to your target, this is, this is why we haven't talked about pitches yet because this is a, you know, I can't. Bruce Lee famously said I cannot teach you martial arts, I can only teach you how you do ourselves. I can't teach you to kick. I can only teach you how you can kick. So here's the deal. How do you know it's tailored enough? Can I exchange this pitch with another contact and change nothing? If that's true, then it's not tailored enough. Research will become one of your most powerful tools. If this seems alien or foreign to you, just wait, we're going to continue to roll through this. But the idea basically is that I want to call up, I want to hook somebody. I want to maybe mention something about, you know, early in the call a little bit to get their attention. Maybe a work it into my pitch somehow, this will become one of your most powerful tools, so keep it on you. 15. 9 Execution: So this is one of my favorite things to talk about. And actually Zhuan, my favorite, favorite things to talk about. So as if some background years ago when I started at a marketing technology company, I in another sales development wrap, got hired at the same time. And somehow I was continuously outperforming the sky, even though he had more experienced than me, he had a better pedigree. Pedigree he came from he basically came from a different organization and I I just beat him out and he really expected to beat me. He thought I was a real donc. I was not from the industry. And somehow I outperformed him every month. I got almost five acts more done than he did. And he could not understand why he eventually quit his job. He moved back home to wherever he was from, and he's gone on to do other successful things. That's fine. But he could not understand why and how I was able to get more success than him. And it came down to how I've arranged my work and how I approached it. I got about five more, 500% more done than he did, and it was through leveraging flow. So basically what is flow? I just want to say making calls isn't just calling. It's not just calling. We're going to focus on calling in this course, you're going to have so many more lessons in this course talking about calling. But it's also about flow. And what is flow? How can I leverage Flow? How do I get into flow? Why? Why is Brendan talking about flow? So this guy right here, Mihai, except behind, that's how you say that by the way, Mihai, to accept me, hi, This guy did something he discovered flow, which is a condition of activity where time passes quickly. He's, he, he basically discovered there's a clear goal. The subject experiences pleasure. And while working in pursuit of the goal is up to 500 percent more productive. So athletes get into flow, artists get into the flow. All kinds of people get into flow and it's possible to create the conditions. But I just want to reinforce that 500% more productive, 500 percent more productive. 500% means you show up for work on Monday, you get into flow, you've got your whole work week done right there. This guy, Stephen collar, wrote a book called Rise of Superman, which is great or Rise of Superman. And in it he talks about some flow triggers, basically things that you could do to get into a flow state where time flows quickly. You are reacting, you're acting, you're moving from one thing to another. You're making calls, you're connecting your leaving messages, you're following up, you're looking at your notes, you're doing all of these things. You're doing them in ways that engage you, move you forward, keep you interested in the activity, in basically get more productive and how do you do that? These are the triggers, deep focus and concentration, immediate feedback, clear goals, time boundaries, and rich environment. Just want you to look at that for a second. Deep focus and concentration, immediate feedback, clear goals, time, boundaries, and rich environment. You can actually recreate these exact conditions as you're working through cold calling so that you become more effective while you're doing it. This is how I do it. Have a pace goal. First of all, that creates a time boundary and a focus. It creates two of these leverages through these immediately clear goals, time boundaries, bang calls per half hour, hour, et cetera, and a total goal. So I would do that. I would divide my day up into how many calls can I get done in a half hour period of time? Obviously, I wanted to connect with someone, but the point was how fast can I start going through this? I'm going to start the clock. I'm going to look at it. I would use the Pomodoro method, which basically slices MyTime and a 25-minute bits. And I would start rolling through keeping track of how many calls. So keep track just like I said, of your pace by noting how many calls you're getting done, calls per half hour, etc. So set that pays goal, then keep track of it. That keeps you engaged in the activity. And finally, I do this. I listen to energizing music. I keep it quietly to the side. People can't pick up it on the phone, but I stay active. I get up, I walk around. It's an engaging environment. I look on my screen, I look at the next person. I look at their, you know, their relevant information. I get ready to formulate that pitch. And finally, I keep notes on any call results or research. So just getting back in here, deep focus and concentration. That's me looking at my notes, is me looking at their LinkedIn. It's me looking at, you know, what their name is, What's the company? What am I going to say when they answer this call? Immediate feedback. You either get that calling answered or you don't, especially if somebody gets on that call, you are in the zone. Boom, it's it's action time. They picked up. You better have that pitch ready. You better have it written on the back of your hand ready to go. And we'll talk again about pitches here in a bit. Clear goals. You know what you want, you need to know what you want in this phone call. Remember pitch, pitches 101. You need to have a clear next step. You need to have a goal on this call. I'm either going to get this person forward into one of a handful of outcomes or I'm not going to do that. It's my clear goal of time boundary. I have set time for myself to get this done. I'm, I'm keeping track of it. Enriched environment. I got music going. I've got, you know, I'm looking at, of course all I'm up and walking around. Maybe I've got my colleagues around me. Maybe I'm, I'm talking to my cat. And then I'm also keeping research and notes, so I'm moving through my tools. Now let's go through that in a quick example of what my workflow looks like when I'm doing this. Okay, and welcome back. So now that we've taken a look at what my workflow looks like, I just want to say pick a goal and work to hit it or beat it. That's as simple as this goes. I want to get done 50 calls and an hour. And I'm going to set a meeting. I'm going to set a meeting in this hour. And if not, I'm going to get 50 calls done. I'm going to set one meeting or get 50 calls done, either or is a good way to approach this and celebrate wins no matter how little I, I'm really serious about this. You need to if somebody picked up, that's a win baby, you got it. Even if you didn't get a meeting, you got it. You hit the zone, you got on bat. You know what I mean? You got up to the plate. That was the entire purpose. So celebrate wins no matter how little and move on to the next call. Take no time. Do not take time. Don't step away. No matter what happens, you get that call hung up on you. Somebody rejects you, somebody says no, you get that call. Don't think about it. Just get that next call pickup immediately start dialing. This is where some of these CRM systems are very useful because you can just click through to the next one. I would say hang up that phone immediately go to the next called. Don't think about it. Sad o'clock, set a clock for 30 minutes and go until the clock hits time. No matter what happens, keep moving. So that's how to get into flow. Now that you know that please go back and review, look at that section, look at the workflow because you are going to be able to get in and be so productive when you start making calls by leveraging these bits now that you know how to research people persona's, now you know a little bit about pitches. We're going to deep dive into it in a bit. You know, you have your contact list together and now you know what your workflow looks like. You are going to be so successful in your cold call strategy. 16. 9b Voicemails: So here's a little here's a little confession. So voicemails. I, I almost got into this course without even finished making the slides for this course, we'll Edenic totally forgot about voicemails. Why did I forget about them? Because to be honest, I don't know if they even really exist anymore, do they even then I thought, obviously I have to include this a cold calling course. A gotta talk about voicemails. And I think part of the reason I gotta talk about No, it's because even though I don't consider them a source for success, I do think they're fun and they are a part of the job because you encounter them. So freaking voicemails man, two camps about them. Do them, not do them. That's it. There's only people who will think do I do I'm or do I not doing them? And last said, that hasn't turned you off. I'm just kidding. Let's keep going. Rules for good voicemails. You can do them. It's possible every once in awhile I'll get a call back. Every once in a while you see a shooting star in your life. You don't. I mean, maybe the hot girl talks to you. Maybe somebody somebody actually gives you a call back on those voicemails. Here's the deal. Make them super short and exactly about their pain, literally nothing else. That's the super short voicemail. Don't introduce yourself, talk about your company, people you work with, or anything else you might do on a live call, don't do that. The mistake that people tend to make with voicemails is they basically pitch the prospect. Don't do it. I don't want you to pitch the prospect and a voicemail. It should literally just be about exactly their pain. If it resonates with them, They'll give you a call back. They're not going to listen to you talk about your features. They're not going to listen to you talk about who you work with. They don't care about those things. They only care about exactly one thing or they will delete it and likely they won't even listen to it, which is why voicemails are kind of useless these days. Also, don't remind them you've ignored, they've ignored you before. You remind them if you've called a bunch of times and they've not spoken to you. It is a signal to them that they should not also listen to you now. So don't call up and be like, You know, John up and calling him for three weeks. Unless there's a specific reason for that where you can start leveraging, let's say a moral frame where you're like, Look, hey, this is getting unprofessional. Give me a call back. I've said that on voicemails before and gotten calls back, but it's pretty spicy and I would not recommend you do it. But this is why I say don't don't do it, just don't don't remind them buf, they've ignored it before. Seriously make it short really honestly make a chore. It should be less than 30 seconds. It should be really, really short to a good voicemail could be like, Look, I would never say look in a voicemail. I'm just going to leave that into this video. I would just say for people having transmission trouble, We are my company solves transition transmission issues for SUVs. Give me a call back at this is what you're dealing with and I would have a reason for it. So to backup, I might say something like, Hi John. My research indicates that you drive a Chevy Subaru forest or I don't know. I have no idea what I'm saying anyway. Drives a Chevy Subaru Forester. Those transmission is use endemic to that type of you're dealing with this, please give me a call back. My number is blinking blank. I wouldn't talk about myself or my company. Why? Because part of that is intriguing. Part of that as an intrigue frame, they're gonna be like, Who is this and then call you back and have fun with it. The last part of this that I really want to, and this is why I'm leaving these mistakes. And to this video is the last part of this is luck. Have fun with this because you're probably not going to succeed truthfully, you're probably not going to. You could leave a 1000 voicemails. You'll probably get one phone call back actually. And they'll call you back because they didn't listen to your voice mail, they just saw your number. So they probably didn't even listen to it. So truthfully, just have a good time. If you make a mistake, laugh about it, have fun. They're more likely to call somebody who's laughing on their voicemail than they are anybody else. And honestly, anything that gets their attention is the point of the voicemail. If it's weird, leave it in. If you make a mistake, leave it in it. That is the point of the voicemail. We'll go through some examples here. I'm not available at the moment, but if you leave your name and number, I'll get back to you. Thank you very much. Have a great day. Hey, Alex, who's run in calling from I was trying to get it in and cut the heat, boil down to making things the author them off if they're at a play, it sounds like I I found the right guy. Look, I'm, my company does something related to cloud purity. That really novel, very cool. I don't have time to tell you about it on a voicemail, but it did at all lining up with goals or project that you're currently interested in are working on. It's worth talking. We've been evaluated by a number of outfit including government, financial, and major enterprise corporation. My number would be an OT him buddy Bye. 17. 10 Follow Up: Now, I've already talked about this before, but we're going to talk about it again, follow up, this is where success happens. I'm going to hammer this home as much as possible about follow-up. I really am because all unsuccessful cold call strategies have in common. They don't follow up on successful strategies do not follow up. These are some prospecting facts that I hope are going to blow your mind. First of all, it takes on average 79 outreach attempts before a prospect connects and has a sales conversation. So if you have a cold calling strategy attempting to get a hold of somebody, you should count on 79 outreach attempts. That's why I talked about this being volume earlier. That's why I talked about scheduling time earlier. That's why I talked about protecting time in getting into flow earlier. This is not about a call. This is about calls. It takes you seven to nine times before you even get someone on the phone to have a conversation. 44 percent of salespeople give up after only one follow-up attempt? Yeah, They follow up, they fall up once. That's half of people. Nearly half of all people who are, who look and sound like you trying to do things, only follow up one time if your number one job is to look different from other prospects, the best way, one of the best ways for you to do it and look different is to just keep good notes and follow up. That's it. You already half of all people don't do it. The second time you call someone back, not just the first time you call someone back, but the second, you are already beating out half of all other people competing for their attention. Just carry that fact with you. You do not want to look and sound like everyone else. You need to be different. That's a way to cut half people out right there. And you can do it just by dialing someone up to two more times. So I want to talk about this a bit and we're going to talk about it later. But if trust equals consistency of behavior, rapport over time, which is how you build trust you need. Remember, ethos and Aristotle. Trust is built by consistency of behavior over time. If that's true, then increasing time and behavior necessarily results in more trust. So if you can continue your behavior over time, more instances, therefore, there will be more success by the time you connect with somebody, they will trust you more. That is, they will be exposed to you more. There's, By the way, there's, There's a lot of evidence to show. Simply exposure helps with that. But you your name on their, you know, their voicemail, your name on their phone, your name in their inbox. If you take my cold, cold, cold emailing course, you'll, you'll see trust is consistency of behavior over time and increasing time. And the opportunity of behavior increases trust and therefore success. 60 percent of customers who buy say no four times before saying yes, boom, only 40 percent. So think about this. If you're attempting a cold call strategy to try to gain success, whatever that means for you, whatever you're trying to do. And you don't follow up five times. You don't try to get five yeses. You're not gonna get a yes. It's easier to say no than it is to say yes. By far, it's easier to do that. Your 20 percent sick I mean, basically 40 percent, you're limiting your scope to less than half of the marketplace. If you don't follow up and over four times of saying No, this is why I say take three nos, you should. But according to this logic, you should take five knows the fifth though is the one that you should take. So that's it. Those are just some solid prospecting facts here. Finally, the number one most common trade among salespeople who see their quotas as following up consistently bang, That's all you need to know. The number one most common trait you need to emulate successful people. The number one most common trait among salespeople who exceed their quotas is following up consistently. So Brendan, how do I follow up? This is simple. It's very 33 things, just three truths that I want to drop in front of you. It's a very simple system to follow up correctly. One set a reminder on your calendar to follow up with specific accounts and everyone at those accounts. So simple. In another week I'm going to follow up Tuesday next week, I'm going to set 30 minutes to follow that everybody at this account or these people to build regular follow up into your calendar. So this is simple, either, either into a cadence if you're using a CRM system in which that's possible or on a schedule such as like on Friday or once a month or every other Tuesday, you know, famously, Tuesdays and Wednesdays are kind of good for this. People towered the end of the week tend to answer things more so you might want to mix maybe Thursday afternoon from two to 03:00 PM. That's when I do follow up, something like that. And then follow up whenever you have free time. So it's simple. You just look back over some of the people you were looking at and you go, You know what, I got some downtime. It's Wednesday morning. I finish some other activities. I got 40 minutes before I need to do something else. I'm just going to use 30 of these minutes to get into flow and just do some follow. And it's going to look back over who have not talked to in a while loop. I reached out to reasonably. That's really it. That's it's that simple. If you just did those things. So I have a specific accounts I want to follow up with. I'm setting time to do it on my calendar to I know that every week I'm going to follow up generally with people I've been reaching out to recently. And because you have a CRM system where you can look at a spreadsheet or at different contacts who haven't been contacted in awhile, you know, you know, or you have a cadence. You can go through and follow up regularly. Or finally, whenever you have free time. Just I'm just going to default to doing some follow-up. That's it's that simple if you just do these things and you follow up regularly, even though somebody may be told you that they're not interested if they haven't given you a qualified no, You will result in more success. Just doing these things were falling. 18. 11 Tighten Up: Do, do, do, do, do, do. The little song by r-g bell and the drills. Hopefully that was so bad, I won't have to pay royalties on it. So this is the part where I talk about review and tightening up. What does review, what is tightening up? What are we talking about? This is, this is increasing efficiency. This is the science part of, this isn't rocket science. So what I'm talking about tighten them. I'm talking about reviewing your activity and trying to figure stuff out. Building in regular review of your cold calling to see how it's going. And you're probably going. What am I supposed to learn? That's a really good question. Here's the value of review is in discovering what happened. Also, look at that, look at, look at this strange position of the word review. It's the same on both. What do you, what do you know? So I put this together super well, the value of review is discovering what happened. Just sifting through the data is enough to give you insights. So some of the things to review here, a review, review, if you will, is what your connection rates were and how many calls for how many pickup? So simply asking yourself the question, how many dials that I actually get picked up for, how many calls I made. Straightforwardly, why would you want to know this? Because if you can figure out, what time did these happen and when were they most successful, I'm going to guess mostly four to five PM. This can help improve your rates moving forward. So I talked about flow and how can flow maximizer cold calling, ability to succeed? Well, this is a second way to do that. Just trying to figure out like, if it doesn't make sense for me to call it certain periods of time, I really ought not to do it. Four to five PM local time, by the way, tends to be a very successful time to call it. Don't ask me why I think it's people are just tired of doing work, so they're more available perhaps. But also what day of the week? Probably Friday is my guess. Maybe also Thursday, probably after 03:00 PM. But Friday tends to be similarly just kinda worn out. They're tired of doing work by 2 pm on Friday. If you call during that time, you're likely to get them on the phone. Also. Did they get better or worse over time? And perhaps why, like why, why would that be the case? Could be that you started out very excited and then later fell into bad habits or lazy habits. I mean, sometimes the energy of Will someone pickup or not, and what should I do to try to get this meaning that nervous energy is actually good for getting calls. But after you fall into a few habits of avoiding the potential fear of getting hung up on or rejected or what have you, you fall into bad habits. Or the opposite is true that you start discovering hopefully what works and getting better at your pitch and understanding how to overcome objections better. And you can see that they get better over time. These are also, these are very interesting just to inform how you're going to practice in and basically tighten up your pitch, et cetera. It's why we call it tightening up. Also, what is your pickup to success rate sheet ratio. So now, how many calls do you make for how many pickups, but also how many pickups do you get to? How many times you succeed? Now, that's up to you. It could be setting a meeting, could be getting a next step, could be having them sign up for your free version of your service. It could be making a small sale. There's a number of things that could happen, but what is that ratio? And also what were the most common objections you received? You should keeping these in your notes and in a separate if I were you a separate document documenting the common objections you received and maybe how often you receive that objection because you ought to be creating and this is part of the reason you do that. Tighten up resources around those objections. Either you read tool, your pitch, To had that objection off before it can happen, or you keep a very good rebuttal in your pocket to overcome that objection. Maybe you started forming some of your organizations, some of your marketing around this as well. So which did you overcome? Keep track of that. Which did you fail to overcome? Sometimes you can overcome the same objection on one call but not on another. And it might be interesting to know why that happened and keep track of that somewhere in your notes doc. Which people, companies, targets, et cetera, that you have the most success with. This is helpful in forming obviously which people use of research and focus on moving forward. Which verticals or targets or demographics are persona's you're having the most success with. And finally, just review your notes. Just, just take a look at your notes. Try to figure out any trends, anything you're noticing, what you're keeping. And this, by the way, when you do this, if you're someone like me, what you'll learn when you review your notes is that you should be keeping better notes. And that actually is useful when you're keeping really good notes. It will keep, it will. There's some it'll train your brain. I'm telling you, I know this is like high level. There's a number of people who are probably watching this right now thinking, what does this guy, what are the details? I don't understand what I should be keeping or what value it is coming out of the notes I'm telling you it just trains your brain properly so that when you're on another call, somehow, you start asking the right questions and making the right moves just by reviewing your notes and understanding where you didn't keep information and what information you want to keep moving forward. So that's the tighten up. It's, it's, it's pretty simple. But if you just go ahead with these basically five points, this, this is, you will be so tight in terms of making yourself more successful moving forward in this cold call process. 19. Introduction to Pitches: So before we get into actually how to write a pitch, I want to talk a little bit about what pitches are in pitch writing in general. So pitches are the cynic one on, of cold calling. Now that's Latin for that without which not, there's no such thing as cold calling without pitching, you can't talk to somebody and have them have a want for them to comply with you and your sales process or whatever it is you're trying to bring them into without having a pitch. And a well-crafted pitch basically does a couple of things very quickly. It gives the best reasons for someone to comply with you. And you should have a pitch basically for anything you're trying to sell, whether that's yourself, whether that's yourself to a potential life partner, or that's your business to someone you're trying to get to do business with you. It should not be longer than it needs to be. It really should be. What are your best points and how do you get involved? And he's the answer. A couple of those questions we'll get into how this works, but you need to do something with pitches, which is get them very short, get them very specific, and deliver them in a way that is palatable to the audience. In a communication method, they understand and will go into further detail, but just understand that pitches basically are the bread and butter of doing cold calls and doing sales. 20. 11a Basic Pitch Writing: Oh boy, here we go. The basic rules of pitch writing, guidelines for gaining rapport. As I said in the introduction, what pitch writing is basically four, is designing the words you're going to use to gain rapport with someone you've never connected with before and getting enough trust from them, rapport and trust to get them to comply with the next step. That makes sense that you're having them do so. Pursued to that, this is going to be, this lesson's going to take a minute. This is midi. This is going to be heavy. It's going to be a lot of words on the page. I'm going to try to walk you through them, but this is what you paid for it. This is why you're here. This is what I think I'm best at as a coach is walking you through this. So I really am excited to get into these lessons with you now. So the basic rules of pitch writing. Here you go. I'm not going to knock and I'm not going to bury the lead. We're just gonna go straight through them. The first is this, get to the ask within 30 seconds to say only as much as necessary. Three, the pitch must be about your prospect. This is answering the why you, for the pitch must explain or imply that something is changing. This is the wine now, five the pitches not about your product or service. I just want to reiterate that this is about your, your prospect and it's not about your product or service. And 6, finally, the pitch should be written at a fifth grade level. It should not be too heavy, too jargony, et cetera. We're going to walk through these one at a time. So let's talk about this one. Get to the ass within thirty-seconds. I want to ask you this question. Is this about your product or their pain? Hi Brian. I'm Mike and I'm calling from XYZ Corp. How's your day going? Have you heard of XYZ Corp? Well, we have a platform that increases the production of new product through the CI CD pipeline as much as five acts. As you can imagine, many people at companies like yours are interested. In fact, we do a lot of work with ABC Inc and Big Viz limited. Our platform has a number of features that dev managers find very efficient and valuable, including automatic code, security review and remediation. We really put everyone in one single place for you to understand your current development process. According to my research, it looks like you touch the CICD development pipeline. So I wanted to call and see if we could get 30 minutes of the calendar to share with you what we do for our clients, which would be opened a setting 30 minutes on the calendar in the next week. Holy crap, holy moly. Can't believe I even got through that with one breath. Goodness gracious. That's heavy. Can you see where we even got to making it about them? It's all the way down here. According to my research, it looks like you touch the CIC development pipeline. So I wanted to call and see if we can get there any minutes on your calendar. I made it about them at the very end and then immediately move to the ask that is a look at that, how that's so much screen space for everything that gets in the way, which is more convincing. This guy or this one. Hi Bryan. This is Brandon from XYZ Corp. I'm just calling in regards to the CICD dev work you're doing a corporation a, how's your day going? Great. Hey, here's what I'm calling. My company is working with ABC, Inc and base64, increasing their CICD deployment time by five acts through using our platform. Broadly speaking, is increasing deployment time by five-act something you're interested in learning more about. Got it, well, how about we set up a short meeting next time, next week to share some more with you. It's short. Where does it about them? It's about them right here at the beginning. I'm just calling in regards to the CICD DevOps work you're doing at corporation a. So let's just back up. I'm going to ask within thirty-seconds. I'm getting to it, whoops, really quickly, and I'm making it about them. How's your day going? Here's what I'm calling about how law but we showed us set a short meeting. I'm calling them new guard to the work you're doing at corporation a. Here's why I'm calling. Here's what I want to do. There's a little bit of value in there to talking about the five acts through their pipeline. But I'm getting to the ASC way faster than here. I mean, look at that all the way down here before I even get to the ask versus very quickly here. It's still it's still, it's still at the end. But I also bopped to other questions in here before I got to the ask and backing up, I'm asking a question about its relevance kinda up here. I'm, I'm talking directly about what it's going to be relevant to forecasting it early in this pitch. But I'm getting to this ask within thirty-seconds. I'm not on here in a long time now, look, are you going to anticipating a bunch of e-mails from people in this course going. But what if it's 35 seconds? What if it's 40 seconds? Look, it's it's fine. Thirty-seconds is just shorthand. If you can't get to the ask within I certainly less than a minute. But if you get to the ask quickly within a few sentences, That's the idea. You don't want to give someone all of this heaviness before moving to the ASC. Understand. So let's keep going, say only as much as necessary. Let's keep wandering through here, which is more convincing. Have you heard of XYZ Corp? Well, we have a platform that introduce increases production of new product or CICD pipeline, blah, blah, blah, blah, blah, blah, blah. Make it, this is a lot. This is a lot. It's way more than necessary. It's way more than necessary. As you can imagine, many people at companies like yours are interested. In fact, we do dev work with ABC and big bizarre Platform has a number of features that dev managers find very efficient, valuable, including automatic code review and remediation. Or this, here's why I'm calling. My company is working with ABC and can big Biscop increasing their CI CD deployment time? Five acts are using our platform. Wow. Let's back up. Say only as much as necessary. Why is this necessary? It's not necessary to talk about all the features that people find valuable. If the thing I'm trying to do is just see if I can get a meeting with this guy or hook as interests. These are, remember what I said in pitching 101. This is only, I just want to give one of the best convincing things I can say. We're working with these people and here's what we're doing for them. That's it. Not we're working with these people and how there's all this great stuff about us. Way too much than necessary. This is it. You want to keep it as small as possible. The pitch must be about your prospect. The pitch must explain or imply what that something is changing. Let's keep going. Here's a why you why you Now is there this is Brandon from XYZ, I'm calling regard to the CICD DevOps, could you and incorporate, How's your day going great. Here's what I'm calling. My company is working with ABC News Corp, increasing their CICD deployment time by five extra. Using a problem. Broadly speaking, is increasing deployment time five x something you're interested in learning about. Got it. Well, how about we set up in a short meeting next week to share some more with you. Did you catch the YUI new? Now, there it is. The y u is I'm calling in regards to your CICD dev work. Why you now? My company is working with other companies like yours and we're increasing their deployment times like five x. That's why you now this hasn't happened before, it hasn't existed before. Now I can either call that out directly by saying, Look, my company's technology is changing the way CICD deployment time works by increasing it by five acts through using our platform. I could say that, but this is implied. This is the y you now I'm working with other people in your space and that's why I'm talking to you today. It's a pretty good Why you now, now you can glean into it harder like I said and say, look, the world is changing and here's why. And then have like a couple of maybe one or two, at best, no more than one or two bits of information about how the world is changing. But most of the time, if you say something like this, like I've done here, people are gonna get it and they'll, they'll, they'll understand. Okay, look, maybe it's time for us to be speaking. The pitches not about your product or service. Let's just go back again to the original big long page. I'm not going to read it this time, but our platform has a number of features that Deb managers find very efficient, valuable including automatic code security review and remediation. We really put everyone in one single place for you to understand your current development process. Well, if our platform has a number of features, our platform has those things. We really put everyone in one single place. The only thing that you, the prospect comes up is all the way here. This is a lot about us and our features. A pitch should never be about you or your features. It should only really be about one or two things at best in a cold call. Now, if you're in a conversation, this is not quite the same if you're in a meeting or even if you're on a cold call and somebody said, Look, tell me a little bit more about yourself. You could go ahead and do that. But if you're pitching somebody, if somebody picked up the phone and I just got into How are you doing today? You know, I wouldn't start saying Have you heard of my company. I mean, you could do that, but I just wouldn't do it. I would just go straight into why you, why you now, it's far more elegant than, than trying to do all this heaviness. They didn't ask this question, you interrupted their day. You know, just imagine somebody comes up to you and starts talking to you about all the great things about their solution and their idea and what they want to do. It's not about you at all, it's about them and they know that and it feels impersonal. So let's continue. Finally, the pitch should be written at a fifth grade level. Look CICD deployment, increasing deployment. These are the largest Really terms in this thing. These are, these are the specific mean. I have a handful of words like increasing or platform. But CICD deployment, ci cd dev work up here. But these guys are really about the heaviest terms in this thing. So if you're using jargon in your industry, tried to keep it at a minimum, making sure that the person you're under, you're calling understands it and otherwise eliminate almost any other large words from what you're saying. You're catching this person on where they haven't picked up the phone before you want to make this at a fifth grade level, you want their brain to do the least amount of work possible. When you're speaking with them. You want them to immediately get what you're saying if it starts occurring to them that they need to process what you're saying. It's already too much. Keep it as simple as possible. All of this stuff is very simple and I would say say it, speak it slowly. So just to review, let's go back to the beginning here and talk about all of this. Gets to the ASC within thirty-seconds. Say only as much as necessary. Don't prattle on, don't go on. Say only as much as necessary. The pitch must be about your prospect, why you, the pitch must explain or imply that something is changing y now. So we should talk, and we should talk now. The pitches not about your product or service. It's always about them, their problem they're in, how you might be able to solve what you perceive as an issue they have. That's why you're going to ask another question like broadly speaking, does this apply to you or does this sound interesting to you? And finally, written at a fifth grade level, if you write it, people actually get threatened by heavy language. And also, the other reason is because heavy language is ambiguous, large words can be vague or ambiguous and not give an image of your prospect to your prospect about what you're calling about. So if you nail these six things when writing a pitch, you will be so far ahead of the game. Looking forward to talking to you about this further in the next lesson. 21. 11b Before Writing: Oh, before you write that successful pitch, I want you to understand world-class, but just don't come from nowhere. They don't come out of nowhere. They don't come out of left field. They don't want, they don't just manifest out of your brain. Without a little bit of prep work. There'll be a quick lesson, but I do want to jump in and reviewed because it's important to stop. And think about this, as was said by Aristotle 2000 years ago. In rhetoric, consider your audience. Some basic page writing questions. Before you jump in. Just ask yourself these questions. One, what is the one outcome you'd like from this call? Remember, I don't want you to assume or expect your prospect to do any work. They're not going to. You need to have all of this done already. So you want one outcome before you even pick up the phone, before you even start writing your pitch, you want to ask yourself, what is the one thing I want out of this call was the one thing that I want when somebody picks up the phone on the other line, what is the best outcome I could hope for? What is the most best realistic outcome? I could hope for. Obviously some things you can't expect somebody to buy a car over the phone if you're trying to cold call them about coming into the dealership. But it is possible to put something together that might entice them to come into the dealership. And what is that? One thing you'd like from the call? Do you want to introduce yourself? Do you wanna introduce your company? Do you want to get a meeting? You want to sell something. Just make sure you have that in mind because that'll help you understand how to write your pitch to get to that point. To when they could pick up the phone, what is happening? What are they in the middle of? You would be amazed how few people think about this? By the way, this is a really important question because studies show that judges are more lenient first thing in the morning and right after lunch. It's important, you know, how amenable are they going to be? Are you going to interrupt them? You know what they're doing? Are you catching on literally before they leave the office? The highest pick-up rates tend to be a four or five PM. I know they're talking about Coke. I'm, you know, this is not exactly execution that we're talking about, but in before you're even writing, it's important to get this because somebody's going to say to you, I'm in a meeting, I'm busy, I'm in a meeting. Maybe head that off at the pass by writing something into your, into your pitch. So, I mean, think about mentioning a concern. Look, we call this, this is flagging. You must be busy. This only take a moment or just a quick one here. I mean, the British are really good at just a quick one. Might, oh my God, he picked up the phone. Just a quick one. This is running interference, disarming, flagging whatever you wanna call it. But basically the idea is if you're a look, I know I've interrupted your day. Let me just go ahead and talk about this. Hey, you're probably getting ready for a meeting. Or if it's in the evening, you could say, Look, I know you're probably getting ready for dinner here. This is just going to take two seconds. I appreciate your time. These sorts of things are important to write into the pitch or at least have handy on a flashcard or cheat sheet next to you. What what language do they think about their job if you're calling about I mean, it depends on what you're calling about here, but what I want you to consider is with how, what language do they use to describe the thing you're calling about to themselves? So this is what I was talking about when I said semiotics. What images come to mind? How can you articulate to those things to them? Do they use specific jargon? And I want to I want to flag this for a second because we don't just want to say jargon on the phone now in the previous lesson, I used the CICD pipeline. Some of you may or may not know what that is. If you're in the world of development, you probably know that's continuous implementation, continuous deployment. But if you weren't, you probably didn't know that. So that's an example of how jargon could be specific and relevant to one area of people but completely alien to another. And what you wanna do, especially in a cold call, is you want to build rapport by mentioning things that will resonate with the prospect. The person who picks up the phone, you want something to resonate with them. You don't want to start talking about stuff that causes dissonance. You want to cause resonance. So specific jargon can work, but you need to be very careful to make sure that you're not just saying things that indicates the person on the other end of the phone, that you're just saying things because you think they're going to resonate. You really don't know what you're talking about or saying things that alienate them to what you're calling about. A good way to think about this as what words do they use when they talk about their job or whatever it is you're calling about. Like if you're trying to sell something to a wind surfer, how did these people talk about windsurfing? Do they talk about it? How do they think about it to themselves? These are things worth considering because you might have insights on how to write pitch, but this is it. These are the three things I want you to think about before you sit down and actually start typing up your pitch. 22. 11c Parts of a Pitch: Oh man, we are so close right in that pitch. We are so close to write in it. But before we do, I want you to understand how pitches work by understanding what constituent parts they are made of. And it is important to understand this because parts pitches are not all created equal. And it's because different parts of these pitches work to different goals during a cold call, during the parts of the pitch, each part actually works differently. So we're going to walk through each of them. Basically you got four parts. We've got the hook the pitch, the ask and rebels. The hook, the pitch, the ask and any rebuttal is you have to offer. I'll go through each of these. So this might be a heavy lesson, but the hook is like what I like to call the permission or its permission. Getting milk is designed to get tacit permission to pitch the prospect. So what does that mean? Basically, these are some examples. It's, it means essentially that you're trying to get the opportunity to pitch. It's too. You don't want to sideswiped the person into a pitch. You want them ready to hear what you have to say. Now that's going to sound counter-intuitive because a lot of people will just say just keep talking, just keep doing your pitch. That's not what I want. I don't want to pick up the phone and have someone start talking to me. And then two sentences, three sentences into them talking, I'm thinking, Wait, am I getting pitch right now we'll call it. What does this call about? I want them to say, Hey, look, I'm about to pitch you and then me to get ready for it. You want their mind sharpened, ready to hear what you have to say. So that's what is this, that is what this is designed to do. And here are some examples. Hi Dave, this is Brandon from ABC Corp. How's your day going? It's really simple one, straightforward, pretty easy to get through. Somebody's gonna go, What is this about? That's what their brains gonna say. And that's fine because you're about to tell him what this is about. But it's going to get them ready to go. What, what, what does this what does this I'm am I am I about to get pitched? Yeah, you are. This is Brenda for ABC. Hugs your day going high x or let's just use Dave again. Hi Dave. This is Brandon from ABC Corp. Is am I my catching good, a bad time? This one I particularly like, am I catching it a bad time is what I'll use if I I'll default to this. If I have nothing else to say, I'll just go ahead and say this because I think it's pretty straightforward. Most people, you know, Jeff Hoffman has a lot of theory around this. Most people basically don't want to say, I'm a bad time. They don't want to agree. They'll go. Yeah, no, this is fine or no, it's not a bad time. Only I gotta minutes, something like that. They don't want to, they don't want a psychologically admit that this is a bad time. But they're gonna say the same thing. By the way, if they say No, this isn't a bad time, you're you've essentially nailed them into agreeing that they should be pitched. That's that's why I like this one. It's fine. It's okay right now, what's what's going on and we're going to help you with that's normally what the response is. They're agreeing that this is a good time for you to call them. High acts on Brendan from ABC Corp calling in regards to the work you're doing at z score, How's your day going? This works extremely well. It makes it very relevant very quickly why you I'm caught because of the work you're doing it a Z score because the Y work you're doing, how's your day going? They're gonna go? Yeah. Oh, okay. You know, my day's gone. All right. What's this about? It's there. They know what's relevant from the jump. But all of these basically the concept is that the hook is simply meant to get the prospect into a position where they're giving you permission to pitch them, basically. And and that's not, you know, you can't want to just make this clear in case I don't want to be dense about this. They don't need to say, yeah, it's okay, you can pitch me now and you don't need to go. Hi, can I pitch you now? The point of this is simply to introduce yourself, break the seal, and move into what's about to happen. So if someone isn't overwhelmed and happy that you're calling them, that's okay. As long as they're not hanging up on you, That's fine. You've built enough space to get into the next step, okay? So again, hooks need to be short. Introduce yourself and your company, ask a quick question. Your prospects should realize they're about to get pitched. They should realize they're about to get pitched. This is the pitch, this is where we get the foot in the door. This is the mean. This is after someone says after you get into this high, this is Brandon calling from ABC Corporate and catching it a bad time. No, Brennan, and this is fine. Then jump into the pitch. The pitch delivers the value to the prospect and why it's in their best interests to comply with your next step. So it should be clear that why it's to them, it should be clear why it's in their interests to comply with your next step. It should be no more than three to four sentences. So as you're writing this, it should be very short and give the best one or two value props to your prospect. It should be one or two easy to understand statistics. Remember, this is at a fifth grade level. It should be very clear. Hi, this is what the value is. This is what it looks like. Let's go ahead. Here's a, here's a pretty simple example on LinkedIn. I see you are a member of the traveling salesman groups, so I'm I my company works with people who fly more than once a month for work who use our scheduling platform to open their schedules by as much as 30 percent more time. It's why were the preferred scheduling partner for companies like mega carbon, because big Big biz, Inc. plus we cost half as much as the other guys. That's really straightforward on LinkedIn. I see that you're a member of the traveling salesman group. So am I. That's why you also that's IM as well because of course I am. And also there's some commonality and rapport. My company works with people who find more than once a month, which is this person likely does because they're remember the traveling salesman group who use our scheduling platform to open their schedules by as much as 30 percent more time. That's a lot. Holy moly, That's pretty pretty solid value. It's why were the preferred scheduling partners for companies like mega corporate big biz by the way. Plus because half as much as the other guys. Some cost savings in there. You might accurately say, hey Brandon, Why did you add in these two sentences at the end? Because you said say as much as necessary anymore, you're right. It could probably cut them out. That's a very astute observation, but I think they sounded good in this example. Finally, the ask, this is the next step. Now, you know, if you've gotten through the pitch and you pause, you should be able to then ask the next step. If somebody doesn't hang up with you on the hook, you should be good all the way through the ask. So you've got the pitch out. What is the ASD? The ASC is an invitation to compliance. I want you to think of it that way. It's an invitation for your prospect to comply with what you asking of them. It's, it's for them to invest in the next step to determine if your solution could solve their pain. Now, this can look a lot of different ways, okay? But it should both describe what they'll get by complying and tell them what it will cost them. This is a transaction, so the ask is going to cost them something. Let's not pretend that it isn't. It will cost them time, focus, maybe money if you're asking that to them and it'll tell them what they're getting. It should be no more than one to two sentences should be very short. As one sentence is, if you can get it down, it'll be the best. But sometimes the AST can be complex, but you need to get it down to that short. So here are some examples. So broadly speaking of this sounds interesting to you. We offer a demo and quick screen-share walk-through so I can test part me, you can test the platform for your next trip. Would you be open to setting a screenshare time and freeing up more time on your next trip. Broadly speaking, if this sounds interesting to you, we do offer a demo and quick screen share walk-through so you can test the platform for your next trip. Would you be open to setting a screenshare and freeing up more time into next trip. What's it going to cost you? It's going to cost you sitting down and walking through a screen share. And I could have said 30 minutes. I could have said this will take you 30 minutes of time. But it basically asking Look, would you just be open to setting a screen share, then I can go directly into this is going to take 30 minutes or I'll send you the invite. What you're going to be getting, freeing up more time on your next trip. That's what you're beginning. I laid that during the pitch. So rebuttal is what I like to call it a night fight. Somebody's going to come up with objections and you should be prepared for top three. What I think are the top three questions or objections, it's important that these are not a big deal by the way, I just want to say this directly. It's important that you do not act like them. Wanting to throw up an objection is a big deal because it isn't. This happens all the time and you should expect it. Now. Pitch is really, really smooth. They may even, they may go, yeah, let's go ahead with that. But truth be told, a lot of people who you call and talk with, even if it happens that quickly, they're just going to resist the idea of change are complying with someone they don't know. And that'll be a robot old, they'll come out, their brain will come up with a reason. So you should just expect this. It's not everybody, but it'll happen and you should expect it. So don't be weirded out by it. If you act like it's a big deal, it'll set the tone for the call and you'll begin losing rapport. Remember you have to hold your frame if the say, if sales is about the transfer of emotions like Zig Ziglar says, then you remaining unemotional and positive and in your demeanor is extremely important. By the way, they should be direct and mirror the tone and energy used by the prospect. Does you just mirror it right back? And they should be no more than one to two sentences should be pretty short. And finally, I want to say the follow-up. So do I have examples of robots by the wait, No, I don't. This is why it's very important that you keep track of objections as you move through them. You're going to get them. Just be prepared for them and just, you know, things that there'll be simple, use it you, whatever you say in the moment back is going to be important. But when you go through your review process, you will be by the way, writing orbitals, two objections that you're getting. So parts of the pitch follow-up, I just want to say finally, the X-Factor follow-up, follow-up as the old friend Follow-up is important. Follow-up is what people who succeed do until someone tells you, fuck off and don't call me again. You can still call, have done this so many times. And even then, you probably still can, even if they said that to you, remind them of your best point. Invite them to the next step again. Hey, look, we can maybe 30 percent time you finally ready to save 30% of time. Remember, trust equals rapport over time. The more exposure they have to use, the more they're going to trust you. You will be surprised. Again. People forget for nose before they say yes sometimes according to sales statistics. So it's important that you do follow up and you should build that into your pitch. Just take the best point callback, deliver another hook, and then use this number 1 again to get the ask in front of them. So those are the parts of a page. Now, let's go write some. 23. 12 Rehearsing: Okay, So I know that this whole course has a lot of lessons that are like do this if you want to be awesome, but if you don't do it, you'll look like a total stooge. But this is another one. It don't do this if you want to look like an amateur. But the truth is, there. This is really if you follow this rehearsing activity that I'm about to give you in this course. This will put you in the top 1% of most successful cold callers on the planet. And it'll do it quickly. It'll do it so fast. You'll within I'm going to say easily within three months, but more like within one month of doing this activity Regularly, like 30 minutes a day, you're going to become one of the best cold callers on the planet very quickly, very quickly. And it's because nobody does this. It, I'm really serious about this. Nobody rehearses. Nobody ever thinks about rehearsing a cold call. We think about maybe practicing or talking it out, writing down your pitch, putting it down and getting ready, working it over in your head. But the work that I'm about to give you here, it comes from my background in comedy and stage acting. And it is going to completely differentiate you from anybody else who you're competing. And so it's going to make you sound and act different than your competition. And people on the other end of the line are going to feel it. They're going to feel the confidence. So this is what you want to do. First of all, practice your effing patch. Practice it, it's important to do it. Don't just write it. Professionals practice, okay, think about this. Every single professional who you look up to in whatever walk of life you look up to them in the practice. Okay? You like that, You like, you like that really hot, attractive actor or actress who crushes it every time they're in a movie and they just want an award they practice. You will get LeBron James, you'll get a Simone Biles. You look at any athletic professional on the planet, they practice and they don't just practice at a high level. They practice the fundamentals and they practice them regularly. So that's what we're gonna do here and I'm gonna give you a very quick understanding of how to do this in a way that makes sense. So this is going to be a short lesson, but it's an important 1. First of all, record yourself delivering your pitch on your phone or other recording device. Then play it back. It's pretty simple to begin, so just record your pitch, delivering you delivering your pitch. Look in the mirror. Put your phone up to your head like you're going to be making a phone call on your cell phone, but use the note-taking app to record your voice. And just do you pitch. Just do it slowly. Just do a regularly. However it feels natural and try to feel what it feels like to be at the receiving end of it. So listen back to it and imagine, how does this feel if this was coming at me. That's step one. Pretty simple. Then recorded again and record it this time. Speak what feels too slowly. Now, when you replay it this time, replay it to yourself, but speak out loud along with your pitch. So that's going to sound weird. You'll basically be harmonizing with yourself on the recording. So you're going to play your pitch out loud. And I want you to speak your line, your pitch along with the recording. Just go ahead and do that. I know that sounds weird. It sounds uncomfortable. This is why people don't do this. I recommend this to people all the time. And there are two types of people who take this advice. The people I give it to, who take it become very successful SDRs and the people who don't stay mediocre. It's really that straightforward. Now when you've done that and you've done it a lot, 30 minutes a day. I recommend. You can do this with objections, you can do this with other talk tracks. Anything that you are speaking to a person over the phone and he talk track or pitch or line that you have. Do this. Then when you're done, grab a colleague or friend, okay? And this is the part where it also gets a little uncomfortable. Do your pitch with them in a role-play over and over again. Just be like, Hey, can I grab me for like ten minutes and do it like 56 times? There's a bunch 1015 minutes, just anything. And tell them to stay in character like Look, don't worry. It'll be goofy maybe at points in, but don't let the oddness of this situation get over, you know, take over like just stay in character, be someone on the other end of the line and encouraged them to throw stuff at you. Again 30 minutes a day if you did a recording for 15 minutes and then and then practice with a colleague for 15 minutes, you will become one of the best sales cold calling people. I mean, not even forget sales, just cold callers on the planet. And here's why this helps, much like the tightening up exercise earlier. This will give you an idea of where to improve and modify your pitch. You will feel this. You'll feel where it's strange. You'll, you'll get objections from your colleague, you'll figure out things to right? You'll record them back. You'll get very smooth at this very quickly. Okay? It will give you a sense of where to improve and modify it, and it'll definitely gives you a sense of objections and rebuttal. This is very important and if you rehearse, I promise you, this is honestly aside from pitch writing, this is where the gold of the courses. You might not believe me, but rehearsing really sets you apart. 24. 13 Arrange Your Outreach: So pursuant to how I've approached this course and hopefully what you're getting from it. This isn't just about how to do cold calls is really a system. This is a system for understanding how to approach a cold calling strategy for whatever your goal is. And what I want to talk about here is guarding and blocking your time because ensuring you have enough time to do cold calls and protecting that and all the, all of the activities around it is actually critical to making sure you're successful here. Discipline equals freedom. This is one of my favorite guys, JOCO willing look him up. Sometimes controversial is that the former Navy seal and a very intelligent man. And he has a lot of great books and this is one of them. Discipline equals freedom. Here's the deal. By the time you start calling, you should already have prescribed your work. I don't want you if you worked for me and I would make you successful, then in a weird way, you are kind of working for me, I guess in this course, you're working for yourself, but you're doing what I'm telling you. By the time you start cold calling, you should have already prescribed your work. If you worked for me, I would make sure that by the time you sat down at your desk to start doing work, you would know exactly what you're about to do. You wouldn't sit down and go, okay. Now what I do, what do I do? Okay, now what does my activity? I don't want you to do that at all. By the time you start, by the time you sit down to start working, you already should be knowing what you're getting into, okay? And that involves scheduling yourself and here's how you're gonna do it. Boom, we get as wild scheduled called. Look at this, look how tight the schedule is. Somebody you are going to look at this. I used to look at a schedule like this and go and like really, really freak out because this looks very prescribed and it is, maybe it doesn't look like this. You might not do this much cold calling a prospect thing. Okay? Your work schedule might not look like this, but here's what I wanna do. I wanna go over this with you because I just want to make sure that there was plenty of time in here. You should schedule your whole week early planet on Monday morning. So I just have planning time in here from 930 to 1030 AM is what my schedule typically looks like. Sometimes I take more amount of this time I go into this break. Sometimes I start earlier because you can move these blocks around. Man, this is scheduled, by the way, is not what you're going to do. It's a plan of what you're going to do and plans can change when they have to. They need to be flexible. Remember, JOCO willing set it, discipline equals freedom. So let's get back into it. You're going to plan your week early. So this might not look like this at 930 AM on Monday morning, but by 1030 AM, your schedule might look like this because you've planned it out. You know what you're gonna do when you're gonna do it. And you know, more importantly, when you're going to get your prospecting calls done. Here's how I want you to arrange these if you worked for me, this is how I tell you to do it. You do not have to do it like this. It's important that you find a system that works for you. But what I'm going to tell you is that I find it's helpful to work in two hour blocks. Do not attempt if you worked for me, I would tell you do not attempt to do prospecting in less than two hours segments. But Brendan, you said earlier in a former lesson, and I can get 20 to 30 calls done in 30 minutes or an hour. And that's all I'd have to do. Okay, that's fine. If you want to do that and you wanna approach a marketplace that way you want to test out your cold calls, you want to work. And I'm telling you this is about you, it's about your goals. But if you were working for me, I would tell you do it into our segments, plan for that plan for two hours. Maybe you start out this method and you go, You know what, I got every call I needed to get done in like 40 minutes and now I got an hour and 20 minutes just to sit around and what am I going to do in that time? There was a great lesson. Now you know what your paces, now you know you can pace yourself to that amount. Now you know, if you want to do an hour, you can just do an hour. But if you want to do more than an hour, if you want to take advantage of that to our time that you put aside now you know what to plan for. So the benchmark is two hours of call time. You can divide that up into 4.5 hour segments and pace yourself that way. I'm a big fan of that. But the benchmark of two hours is how much cold calling, prospecting, connections, meeting set, sales made, et cetera. Can I get done in a two hour time block? You can compare those from day-to-day. It's pretty easy to do when you have a block to measure. So two hours is what I would suggest. You can also move them around your energy flows and abs during this period of time, maybe you want to take a 30 minute break in the center of this from 1045 to 1115 AM. That's that's okay. Because it's your two hour time block. If you have a pace goal, you can maybe move that pace goal if you have a raw number goal and those two hours maybe you build in the break into that time. This is up to you, but two hours is typically the solid point that I use. It's easy to get into flow. It's hard to maintain it for more than two hours, but it's easy to get into. And remember, you need, according to Mihai chicks second, MY high enough time to get into defocus. Five minutes, 10 minutes, 15 minutes, 30 minutes is actually not enough time, but the time you get to the 30 minute time period, you're going to be entering flow. The wrong thing to do is to set 30 minutes of time and an end it. Take or doing 30 minutes and taking a break. You want to get into the 30-minute flow. You want to continue that for the next 90 minutes if you can do it. And by the time two hours is coming up, your brain will be tired. It'll be done with doing a lot of this. That's fine. At the end of two hours, I I suggest you you totally take a break, which is why I say don't be a dummy build and breaks. I got breaks all over this got breaks all over this mother about breaks here. I've got breaks there. I got breaks here. I got all kinds of stuff. I haven't got long as launch right here in the middle, the Wednesday, two hours for lunch on Wednesday I put in here. I got lunch. I got Lynch I guess I got David Lynch, the director, sit them at all. Let's schedule. I mean, I got all kinds of stuff in here just to check your schedule, but I definitely have enough time to do prospecting and also want to build a research time. You should not be doing research on the fly. Remember, research is a big part of this approach. Research is a big part of success and cold calling, alright? You should know who you're calling. You should have information on them. Now. You might be thinking, but Brendan, not to rehash research, but Brian, I'm calling restaurants. I don't know the people who worked there necessarily this okay. You should know something about the restaurant and calling though. Whatever you need to know, you should know some things about it that into your schedule. So right here I've got research, boom, two-hour period of time, more research. Later I got a break right here. So this is actually 3.5 hours of research just in one day. Okay? And these you can see there's a lot of planning, what I call administrative activities on one day of the week. The rest of the week is lots of attack. But I do have research in here, bang, little bit of research here. Maybe research right here. You know, there's, there's, this is a flexible schedule now you may not have this exact schedule is you might have other tasks. You might be like, look, Brendan, it's hard for me to do two hours because I've got I'm only doing cold calling is one part of a strategy. That's fine. Do which can appreciate it. But your schedule might not look like this. But the point I'm trying to make is make sure that you've got it's solid because you need to know when you're going to hit the Go button, when you're going to hit the turbo button and get on the phones, making it happen. You're gonna get into it. This is how to schedule yourself. Schedule yourself for success. I know. I know I'm really harping on this, but I'm telling you it makes a difference. So excited to move forward, I can't wait to see you have success with this kind of scheduling. 25. 14 Execution: So how did do it? What doing it looks like. You may have noticed a little change in the audio. It's because I want to, I want to actually capture the sound of me making cold calls. I'm actually going to, so here's what I'm doing. I'm actually going to be working through a series of calls that I want to do in order to identify who manages a certain number of breweries in the Midwest. Because I'm trying to set up a comedy tour. So this is real life use of exactly this skill. Am I trying to sell somebody or anything over the phone? Not yet. This is part of a cold call process, but it is exactly what you would do when you roll through it. And in I want to show you kind of what my system is. This isn't exactly about getting the sale on the phone right now. This is about how do I work through what's my workflow like to get the most done, to get the most inflow. So that's what we're going to be doing here. So welcome back. This is the this is the working copy of the Midwest brewery site or our store. So there's a real data. Maybe I should blank that out or something, but I wanted you all watching to understand how I kinda go through this and do cold calls, et cetera. So this is going to be livestock. Hopefully none of this goes off the rails too much. What's the purpose of my cold call here? So the purpose is to try to pitch the event or booking manager on basically a comedy show at their brewery. So they're not going to agree to that on the phone. It's too large of a conversation to have, but it's first, I need to figure out who that person is. So somebody's places you can see, I know some of who these people are, but many of these places, I don't know who these people are. So what I'm going to attempt to do is call and figure out who they are and if I can get them, then pitch them on a meeting. So we're gonna go ahead and start with a right-brain bearing Brewing Company. Right brain brewing is actually a really awesome Brewing Company in Traverse City, Michigan, trying to put together a Michigan brewery tour. So here I go. I'm dialing their number on my phone, which I'll put on speaker phone so everybody listening can hear it. Hopefully this doesn't go too far off the rails. Yeah. I was just calling to see if I can talk with your event manager or somebody who manages like events for right brain about that? Actually. Sure. Yeah. No, that's fine. It's Russell's the guy who I would talk to. Yeah. So that's why I probably shouldn't have sent event. So here's what I'm calling about. I'm a, I'm a comedian from Michigan and I'm based in New York. And I've done a handful accommodate different michigan breweries, but I want to put together a brewery tour this fall of my favorite breweries. And right brain is right at the top of that list. Well, I believe that for a moment it would be a good breadth and adopting it the honor of our very well, let me get that available. Hello. Hello. Hey, sorry. Recommend not available to talk on the phone right now. But I think that that big bond would be your guess, email. I can give you the email address and you can reach out to in that way. Got it. The one I had was beer gurus and right. Brain grew react com is it a different one? And then that would be like the bitmen e-mail, but if you want it, you can email him at Rothko at right. I got it. Is it one or two L's. Okay, cool. All right. Just out of curiosity, you guys ever had comedy at right-brain Brewery before? We had in the past, haven't been able yet because of COVID. Covid. They've had a very bad then like trivia, things like that. I'm not sure. Cool. All right. Well, email Russell. Thank you so much. So there we go. That was a rather productive call. Hopefully the audio picked up on that decently. We're just gonna keep going. I'm gonna go ahead and call this should be the city of Bridgeman, actually, which I can't spell. And then we're gonna go ahead and launch into calling Bridgeman. I'm not going to slow this guy down at all. So we're going to go ahead and call this number. And we're going to do two of these and hopefully they'll they'll need to go. So that was, uh, when actually the last one hey, I'm I'm I'm sorry to call out of the blue, but this but I'm curious. Do you guys have like an events manager, like somebody who handles slight events that would be taking place in Tapestry. Everything. Yep. Got it. I've got info at is it not got an e-mail address? I have info at. Is it not that email address? And what are the owners names? Okay, cool. I will address it to Greg. Just out of curiosity before I let you go, do you guys have used ever have bands play a tapestry? Oh, yeah. I know I've I've been there. Yeah. Like electric and health. Yep. Got it. Got it. Okay. So yeah. So the reason I'm calling is I'm not in a band, but I'm a stand-up comic. I'm from Michigan, but I'm based in New York and I'm trying to put together a tour of my favorite breweries and Michigan and you guys are on that list. So I know, right, So I've done comedy and a bunch of different breweries in Michigan, but I Tapestry, It's a long story. I don't, can't get into it on the phone because it would take too long. But you guys once we're there for me in a very difficult time. So yeah. Yeah. So I'll email Greg, I'll put the whole sob story into it, but I appreciate that very much that you give me the inflammation. I'll send it over there and maybe we can work something out. Cool. Thank you. So what was your name? What was your name? Taylor, I'm Brendan. Nice to meet you. Cool. Thank you so much. So this is pretty much how it goes when you're wandering through calls like this. Actually, I think those were two good examples because here's the deal I picked up. You might be watching on what does I don't understand. He didn't actually get anything you want. It didn't set a date. That's actually fine. I got this guy's name. I got the idea of the owner. I got the fact that they did art and music previously, but no comedy shows. And I got the idea that the, pardon me, the information that they haven't done anything in a while due to COVID. So that's actually a big deal because I'm looking to try to do this in a, in the fall of 2021. So depending on when you're seeing this COVID, we're just coming out of it. But it's actually been very powerful and popular to do comedy at the brewery. After COVID, I did a show earlier this summer in a brewery in Western Michigan that was packed. It was packed because people were ready to go out and ready to do stuff and now is a great time to be setting up these comedy shows. So I actually did get good information. I got Taylor's name, I got Joe and Greg. She said she'd Greg attacks to keep an eye out for the CML, which I'm going to send lately if you guys want to know about how to send emails, this would not be a cold email, but this would be a warm e-mail at this point. But if you want to know about how to write emails, you can go check out my hot to cold email, The Complete Guide. Basically that's a, just another one that I've done in placed on this platform. And these this is how this works in conjunction, you know, you can go through they didn't know who I was, but I got information out of them and that's the win. So I'm just going to do that with all of these breweries, buddy, watch out. It's going to be so many of them. So that's the lesson, that's the execution. But you can see I'm I'm calling a pop-in and information. I'm asking questions, you know, if you're listening to this and going why don't understand what was his pitch even for this I think gets to the pitch eventually. Now it wasn't too exactly the person who I am and who I was trying to sell in the moment, but this is working up. These things work in conjunction with each other and you did hear the pitch, he heard the hook, you heard the pitch. And the next step was basically I didn't ask her to, but I was keeping an eye out, giving me the email address, giving me their information. That's really, that's really the wind. So anyway, get the execution go in yourself. Hopefully you got something out of this. 26. Rejection: Now, a through line throughout this course has been rejection and talking about it. And I haven't done the lesson specifically about it until now. Now at the end of the course. And part of the reason that I've mentioned it but not done it is because rejection is a necessary part of this job. Cold calling is not a 100 percent success. Not going to be. It's about playing numbers. And that's why I have a lesson on the numbers game. But the reason I wanted to talk about rejection here at the end of the course is because rejection that comes with doing cold calling can sometimes wear on you. But there are two things that I want you to keep in mind. The first is that you can never keep a good dog down. That rejection and how someone deals with rejection defines their character. I like to think about this because we're all going to face rejection and failure in life. It's just going to happen. It's something that we all have to accept and deal with and how you choose to go through. It says a lot about you. I'm coming from stand-up comedy. I can tell you you bomb on stage. I did a stand-up show actually in my parent's home town and I had a couple of jokes that bombed pretty bad. And I felt it, you know what, I bounce right back and been doing it for a long time and not everything you're going to do is going to succeed. You might make a lot of cold calls or might be days in which you're making lots of cold calls and nothing seems to be working. You can't really put your finger on why. You may have some times that they work out. And it's just as inexplicable as when they don't work out. Now, the reason I want to say this to you is because you can't keep a good dog down. And how you choose to deal with it defines who you are. So I could've developed a reputation. They used to call me the Pitbull. And I did mixed martial arts before I did comedy and during doing comedy. And I took that attitude into cold calling. I wouldn't accept that I was rejected until I accept that I was rejected. Meaning I could get rejected multiple times by prospects and I would just keep calling back. In fact, one time, I was sitting down with the CEO of a company online. And it was a top 1000 online retailer, which was pretty cool. And he said to the CEO of my company, the only reason I'm taking this meeting is that Brendan called me and I told him I wasn't interested and then he called me a dozen more times and kept talking to me until I finally decided to take this meeting. And he took the meeting and he decided to work with our company because the pitch that the CEO gave him, my CEO was very successful. And he said, why not? Let's try it out. That's kind of persistence through the Face of rejection is important to this job and it's important to whatever you take in life, you will succeed. My first two online courses were pretty much failures. I didn't know what I was doing and it took a long time for me to work through them costs me a lot of money, but I kept working through it and eventually I became successful at it. The same thing is true in cold calling. The same thing is true in life. So practice that in your cold calling career and in your life in general. The next thing I want to say is that it is exhausting. Let's not, let's not beat around the bush. Some people have an attitude where they think they can just go make thousands of calls. They can make hundreds of calls day after day, week over week. Never have to get rejected a lot and never have to really internalize it. Yeah, I can just go right through it. I just can power right through it, but it will get to you. There are some people who can for, because of their personality, simply continue in the face of that kind of thing and not have an issue with it. And if you're one of those people, you are going to have a great career cold calling because nothing is going to stop you. But if you're like me, you actually have to build in time to remind yourself daily that you're not your rejections because these things were happening to you. It doesn't mean that's who you are. You have to start the day with playing good music, yet, uh, work through the day with playing good music. You've gotta get into a good flow, like I've talked about in the course. And you have to positively remind yourself that even though some people see you and reject you outright, they might curse at you. They might hang up on the phone. They might say things you how dare you call me if you call back here, I'm going to call your boss, are going to get you fired. My one-person even send an email to the CEO of a major marketing firm that I was working at because he did not like how persistent I was. And it's not that there won't be times that this will happen and not affect you. You have to accept that. And part of the accepting of it is deciding what you're going to do when it starts to get to you. You have to build in practices to remind yourself that you're not those rejections, that's not who you are. Those people don't know who you are. You are, who you are, and you decide who you are. That's the essence of what cold calling is about. I'm deciding who the best people for my product or service should be because I've thought about it and I know I want to work with them and that's where I'm going to reach out to them. I know the best people that I want to put it in my life and I'm gonna reach out to them. I'm not going to wait for them to come to me. I'm going to be proactive. So that's you deciding who you are in the face of these rejections, in the face of that kind of thing and continuing to operate. Not everybody can do it, but you can do it. And you can do it because you took this course and you can do it because you want to change your life. And I believe in you, that's the truth. So build in time to build yourself backup, to remind yourself that you decide who you are and if other people think you're one way or another way, it's just because they have an incomplete view of who you are. You have a complete view of who you are. You will decide. And I believe in you. I believe in you because he took this course and because you're going to become a real bad ass, a cold calling. Good luck. 27. That's it!: Well, that's it. That's the course. You took it, you did it, You smashed it. Now you can take all the lessons in and go out into the marketplace and make yourself some of that hot dash buddy. I'm really, I'm excited for you. Here's the deal. Nobody ever taught me how to do this. Okay, I learned the hard way. I went to a school of hard knocks and I got hung up on a lot. I made hundreds, I mean, thousands of calls, tons or rejection. Latino is and I eventually figured out how to hustled my way through it. I read some books, I took some courses, I took lessons from San up and put them into this world. But you have all of that information from this course. And here's what else you have. You got me. Okay. Everybody who has taken this course is welcome to message me, post questions. I'll respond to them. And I will answer your questions on how to become a successful cold calling for oh, no, whatever you want to use these lessons for. Happy to help with them. It's something that I actually enjoy doing. I think it's like a puzzle to me. But here's the thing. You now have the power to do it. You have the power to make things that you want to have happened, happened because you know, the way to do that is to connect with the right people and you're not going to wait for them to connect with you. You're gonna go out of your way to connect with them. You're gonna go out of your way to get them on your agenda because you know how to communicate, value props, you know how to show them that, you know how to build rapport, you know how to inject fear, uncertainty, and doubt in the right ways to get them and motivate them to want to get onto your agenda. That's how you do this and you now have it. The thing about cold calling is that it can change your life and it can connect to you with anybody you want. In fact, I would encourage you to make a list of 20 extremely high-value people and you just reach out to them. You might be surprised how many of them get back. You might be surprised at how many of them get into your life. There's nothing for you to wait for and I encourage you to go after it. Define what you wanna do. Make the pitches, write them down, call the people up, and get them onto your agenda and into your life because you can do it. Thanks for taking this course. I would appreciate a good review. If you have bad review, maybe keep it to yourself. But I appreciate a good review. Check out any of my other courses. I encourage you to take them. And if for some reason you can't afford them or can't get access, message me and I'll try my best to make sure that you can get them. Because I think that this knowledge is powerful and I think that people can use it to change your life just like I did. And I want you to change yours. Thanks for taking it. Thanks for spending this time with me. It's the greatest compliment that you could give me. Take care, Be well.