[Playbook] No, cold calling isn't dead (how to land a sh*t ton of meetings in 2025)
Mar 4, 2025
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Nick Cegelski, founder of 30 Minutes to President's Club, and Waseem Kaati, lead mid-market sales acquisitions at Shopify, offer fresh insights into cold calling. They discuss mastering effective cold calling techniques, emphasizing preparation and strategic questioning to secure meetings. The duo explores the role of 'invisible scripts' in shaping sales interactions and how to leverage data for personalized outreach. Listeners will learn about crafting impactful sales conversations, utilizing problem-based language, and overcoming objections to enhance engagement.
Utilizing problem-based language in cold calls significantly boosts conversion rates by engaging prospects with their pain points more effectively.
Despite widespread belief, data confirms that cold calling remains a successful strategy for generating leads when combined with personal connections.
A structured cold call with a compelling intro, effective hook, and clear close enhances engagement and increases the likelihood of scheduling meetings.
Deep dives
The Power of Problem-Based Language
Using problem-based language during cold calls significantly enhances the likelihood of booking meetings. Implementing this approach leads to three times more meetings compared to traditional product-based pitches. By focusing on the issues that prospects face rather than simply presenting the features of a product, salespeople can better engage potential clients. This shift in strategy positions the conversation around addressing the prospect’s pain points, making it more relevant and compelling.
Debunking Cold Calling Myths
Concerns that cold calling is no longer effective are widespread, yet data suggests otherwise. Despite the notion that executives and busy professionals don’t answer calls, effective cold calling remains a viable strategy to generate leads. Statistics show that while cold calling might reach a small number of people according to the connect rate, voicemails and cold calls in combination can significantly enhance outbound efforts. Establishing personal connections and utilizing well-researched insights can greatly improve response rates.
Effective Call Structure
A well-structured cold call is critical for capturing interest in the initial moments of the conversation. Sales professionals should focus on a three-part call structure: the intro, the hook, and the close. The introduction should be immediate and engaging, avoiding lengthy scripts or awkward openings, such as asking if it’s a bad time. The 'hook' involves asking money questions that demonstrate knowledge of the prospect's industry and personal experience, setting the stage for a productive discussion.
Leveraging Invisible Scripts
Sales professionals must understand that prospects come with preconceived notions, or 'invisible scripts,' shaped by past experiences with salespeople. Many potential clients may view cold callers as pushy or insincere, which can create immediate barriers in conversation. To counter this, establishing rapport and demonstrating authenticity can help dispel these negative perceptions. Sales reps are encouraged to be humanized in their interactions and prioritize genuine conversation over scripted pitches.
Closing and Securing Meetings
Successfully closing a cold call requires a strategic approach to ensure the prospect is engaged and inclined to meet. Confirming understanding of the prospect's issues and offering tailored solutions is essential to transition into securing a meeting. By awaiting feedback on initial queries and reiterating the value of a follow-up conversation, sales professionals can effectively navigate towards scheduling an appointment. Utilizing confirmation techniques and encouraging immediate calendar scheduling further increases the likelihood of commitment.
This episode is the audio from our recent webinar on cold calling. Nick Cegelski and Waseem Kaati from Shopify joined us to share how to increase cold calling conversion rates.
