Effective Cold Call Openers

• Effective cold call openers are crucial
• Good cold call openers are difficult to create
• Structure: introduction, relevance, value, and launch

Cold Call Duration

• Should be no longer than 20 seconds
• Should open the door for the prospect to speak
• Speaking past 45 seconds is too long
• If a sales rep speaks for over 45 seconds, adjust the approach

Personalization is Key

• Mentioning something specific from the prospect's profile is effective
• Explaining that you have a solution to make their work easier and faster is effective
• Example: "Hey Will, it's Gabrielle, saw on your profile, you're involved in X, Y, and Z. We have a solution that makes it way easier and faster."
• Asking how they're currently handling the task is also effective

Avoid Shady Tactics

• Do not pretend to know the person if you don't
• Honesty is important

Problem-Focused Approach

• Transitioning directly into a relevant problem works well
• Begin by stating your name, where you're calling from, and immediately address the problem you aim to solve
• Discuss important trends and ask which trend is affecting the prospect the most
• Example: "I'm calling from Trinet, and a lot of CFOs that I speak with, typically their second largest cost after payroll is health benefits."
• Example: "I know that health benefits costs have been rising about 8 to 15% year over year in the state of California. Curious, how are you handling your second largest cost rising that much?"
• Formula involves stating a problem relevant to the prospect
• Formula involves asking how the prospect is handling the problem if a relevant problem is stated

Permission-Based Openers

• Old-fashioned permission-based openers have worked for a long time
• Be upfront about the cold call nature of the call
• Ask if the prospect has a moment
• Promise to be brief
• It should involve asking if they have a minute to hear why you're calling and whether they want to continue the conversation

Delivery and Tone

• Focus on delivery
• Concentrate on tone, pace, and sounding professional and peer-like
• The cold call opener has to be authentic to the caller
• An opener that feels comfortable to say will be more comfortable to listen to
• Test what is most comfortable for you

Authenticity

• The cold call opener has to be authentic to the caller

Comfort and Humor

• Find an opener that feels comfortable to say
• Being a little cheeky or humorous can help disarm the prospect
• Relieve pressure and tension
• Example of a cheeky opener: "This is Kyle Coleman calling from Clari, this is a cold call. Do you want to roll the dice with me?"

Quick Value Proposition

• Get to the value as quickly as possible
• Start with a problem

Addressing the Unexpected Call

• Acknowledge they weren't expecting the call: "Look, I know you weren't expecting my call."
• Showing something fascinating going on in the market currently

Qualifying Opinion

• Mentioning years of experience in sales establishes credibility, like mentioning "I've been in sales for almost 15 years"

The Script Matters

• Even experienced salespersons would use a script if they were a BDR today.
• Script example : Will it's Sam McKenna from SamSales. I think you've probably seen a few of the emails that I've sent you. And I am certain that I'm catching you at a bad time.
• One individual had 15 years of sales experience, broke 13 records as an individual contributor and executive leader, and never made a cold call
• If forced to cold call, they would use a script similar to: introducing themselves, acknowledging the prospect has likely seen their emails, admitting to interrupting them at a bad time, and requesting a time to discuss training needs

Sound Different

• Avoid sounding like the majority of cold calls
• Aim to sound different and intentional to the prospect by saying something that the majority of cold calls don't say

Intentional Sounding

• Aim to sound intentional to the prospect

PLA Framework

• PLA: Pleasant, Laughing, Arms Up
• Uses a framework for pleasant, laughing, and arms up
• Thank the prospect for taking the call
• Use humor to create levity
• Adopt a disarming posture

Ambiguity and Curiosity

• Create curiosity
• Not introducing your name, makes people ask who you are
• Stating they noticed coaching on the prospect's LinkedIn profile then asking if they had a moment to explain why they were keen to speak with them

Handling Objections

• Be prepared to handle objections if they say no and still get them on the line
• The approach creates curiosity, leading the prospect to ask who you are and why you're calling therefore starting a conversation