The document provides guidance on how to open and establish cold calls. It discusses opening the call by confirming availability without sounding like a salesperson. The purpose for the call should focus on the prospect's interests by highlighting value points and pain points. Questions can then be asked to understand the prospect's current state. A name drop example of helping a similar business can be provided. The call should conclude by expressing potential doubt in the fit through a soft sales takeaway rather than directly trying to move the prospect forward.

1. How to Open and Establish Cold Calls

2. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

4. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

5. Establish the call
Not to sell the product
Buy a short window of time
Minimize guardedness
Goals

6. Prospects are Extremely Busy

7. Prospects Get Sold to a Lot

8. Don’t Sound Like a Salesperson

9. Focus on the Prospect’s Interests

10. Confirming Availability

11. It invites an objection
Power through until told otherwise
Don’t Confirm
Availability

12. Identifies how busy the prospect is
Buys you a window of time
Builds rapport
Confirming
Availability

13. Is this a good time to talk?
Did I catch you at a bad time?
Are you busy right now?
Do you have a minute to talk?
Do you have a few minutes?
Have I caught you in the middle of anything?
How to Confirm

14. Gets a more accurate read
More familiar, less sales-ish
Pattern interrupt
Creates rapport
Have I caught you
in the middle of
anything?

15. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

16. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
How are you doing today?
Don’t say this

17. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Hello, [Contact’s Name]. This is [Your Name] with [Your Company]. Have I caught you in the
middle of anything?

18. I am fine. It depends.
I am not
available.

19. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Yes, but I am OK.
No, I am fine.
It depends. Why are you calling?
What is this call in regards to?
Advance to Purpose for the Call

20. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Yes, I am in the middle of something.
I am busy right now.
I am not available.
Response:
Oh, OK. I can be very brief, or I can call you back at another time. Which do you
prefer?
or
Oh, OK. When is the best time for me to call you back?
Deflect Objection

21. • Introduce yourself and your company
• Schedule an appointment or meeting
• Learn about the prospect’s needs
• Share details about the product that you have to offer
• Sell your product to the prospect
Sounds like a salesperson
Focus is on the salesperson’s interests
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Don’t say anything like this

22. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that I have been researching your business and found
some areas where we might be able to help to…..
Discuss Research

23. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that I have been talking with Mary Thomas and we
discussed how you all are currently using a manual process for clustering. We help to
automate that.
Internal Referral / Name Drop

24. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we spoke 6 months ago and you mentioned
having issues with data processing time. I wanted to check back in and follow up with
you.
Previous Call Follow-Up

25. VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
• Small businesses
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
• How important is it to get more revenue out of your
website traffic?
• How important is it for you to improve your website
conversion rates?
• Do you need to increase website traffic and visitors?
CURRENT STATE
• Do you currently have someone that can make changes to your website?
• Are you currently working with a web design agency?
• How happy are you with person working on your website?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• What CMS platform is your website built on?
• When was the last time you considered redoing your website?
• How many different websites do you currently have?
• Are you the person to that makes decisions regarding your website?
NAME DROP
• We worked with an accounting firm and helped them to
do a complete refresh of their corporate website.
• This helped to improve how they told the story of what
they do and the services they provide to website
visitors.
• After only 6 months, they increased the number of
leads that they were generating through their website
by over 500% and increase their overall revenue by
20%.
PRODUCT
• Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business

26. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

27. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
Value Points

28. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we work with small businesses and they often
have a:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• Need to increase website traffic
Pain Points

29. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that:
• We worked with an accounting firm and helped them to to improve how they told the
story of what they do and the services they provide to website visitors.
• After only 6 months, they increased the number of leads that they were generating
through their website by over 500% and increase their overall revenue by 20%.
Name Drop

31. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Sales Takeaway

32. Sales Takeaway
• Opposite of trying to get the prospect to move forward
• Express doubt in fit or justification
• Opposite of what most salespeople do

33. When In Doubt, Call It Out
It seems like you are having trouble finding time for
this. Maybe this is not the right time to discuss
this?
Prospect Rescheduling Meeting

34. When In Doubt, Call It Out
It seems like you are having trouble figuring out
what direction to go. Maybe this is not a good fit for
you right now?
Prospect On-The-Fence

35. When In Doubt, Call It Out
Well, it sounds like you guys have done a good job
of putting all of the right pieces in place. Maybe it
does not make sense for us to spend too much
time on this?
Things Are Pretty Good

36. Why Takeaway
• Improve Rapport
• Improve Credibility
• Improve Quality of Leads
• Improve deal momentum
• Uncover new information
• Improve close rate

37. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
• I don't know if those are areas that you want to improve.
• I don't know if you are concerned about any of those areas.
• I don't know if we can help you in the same way or not.
• I don’t know if you are the right person for me to speak with.
Soft Sales Takeaway

38. PUSH
PULL
Great. The reason for my call is that we help
small businesses to increase the revenue
generated through their website.
I don't know if we can help you in
the same way or not.

39. OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Questions
If I could ask you real quick.

40. Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

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44. SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

45. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

47. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

49. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

51. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

53. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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