Examples

CASE: Fintech

Preliminary requirements for the cold call:

1. Your client is not interested in what you do for your company, not even your product/service as such, you must understand that "getting to the bottom of the matter" lies in the value that you can contribute with said solution, but not with the solution itself.
2. Understand very well what your company does; more than one has run out of words before any doubt that the prospect may have.
3. Understanding what your company does will help you more easily identify the target market.
4. Identifying your target market will help you understand what activities your prospect does, what their interests are, and what are the most effective ways to add value to them.

CASE: Cybersecurity

Some preliminary considerations:

1. The pressure we feel is because the objective of the call is to schedule a meeting with someone, but the real intention when you make the call is to know if the person is open to help them do something a little better or fix a problem. The answer may be no and that's fine, we don't have to worry because we have a list of 60 people to call beforehand. Let's not go with this intention of "saying things perfectly" because I have to schedule this call, we are not robots, we have more opportunities.
2. When you go to call people, they can usually be in a bad mood or just plain indifferent. They hate people who talk to them to offer a service or product because they have had bad experiences.
3. 20% of the time this will happen, but sometimes it's up to us.
4. When the process goes well, 14% of the time when you talk to someone, he/she will say "yeah sure, I'll book a session with you".

The first thing we need to know about cold calling is that most of the time, when we call prospects, they're not having this big problem that we fixed for now (remember, they'd be calling you otherwise).

They are doing other things and we interrupt them with our call, so we have to be able to carry on a pleasant conversation, adding value that will help them learn something that they may not know, beyond offering your service.

Usually when we talk to people they are not in buying mode, we need to offer education or information in our approach instead of offering a demo of our product, so speaking of the opening I want you to say something like:

"Hello John , my name is Gaby and I was hoping I could talk to you briefly if you have a minute."

Now we are going to start, we are going to offer. Prospects need a bit of education because people are generally open to learning things to make them better.

It would sound like,

1. "Thanks, I'll keep it short, the reason I'm calling is that we're sharing information with CMOs about the role of consumer identity in helping you generate more qualified leads for less money, and I was hoping I could ask you a couple of questions to see if this will be relevant, is that okay with you?"

Instead of sharing some information, you can say host a little webinar, or whatever you want to get some perspective with them, something they may not know about. When we say "generate more leads for less money"... What's the deal with that?

The problem is that it sounds generic.

Now what we're doing here is like a little funnel. And a portion of the people would say "yeah, you can ask me a couple of questions," so they usher in the conversation.

So we could just ask them a question, something like this: When it comes to marketing, how innovative and progressive would you say it is on a scale of 1 to 10?

What we're trying to do is avoid the typical sales call that is "Let me introduce you to the benefits of my product." Think more like you are offering a webinar.

I don't know if this is the exact offering yet, I don't know enough about your industry, but what I would do with that is let's start googling what types of webinars CMOs go to and start educating them a little bit.

Most people would enjoy that question because it's fun. Don't just go to a demo, they are sure of your perspective on what you are seeing in the industry in terms of trends as a Webinar, just talk about the trends that are current in your sector.

The words are really only 20%, how you say it is everything.

What you should do to become the best SDR would be to get a list, 60 people per day, before the list is complete, have ready the people you will call tomorrow and then you will get a final fixed list with phone numbers.

The second key is to block your calendar for an hour and 20 minutes, lock yourself in a room where no one can disturb you, don't get distracted by other tasks, don't slack off, and just call.

If you have an open mind to call CEOs about 6% of the time, just 4 or 5 conversations a day, one of them would turn into a meeting and if you do that every day eventually you'll be able to book 15 meetings.