Direct and empathetic approach to handle objections in cold calls
Importance of having scripts or talk tracks to guide the conversation and sound natural
Blocking specific times for call blitzes and reducing distractions during call blocks to optimize productivity
Deep dives
Dealing with Shallow Objections
When faced with objections like 'not interested' or 'about to step into a meeting' early in a cold call, Megan suggests a direct and empathetic approach. She asks prospects what specifically they are not interested in, aiming to understand their concerns. She also responds to the meeting objection by acknowledging it and highlighting that she wanted to schedule a meeting to have a conversation. Colin shares a pattern interrupt approach, where he asks prospects if he can level with them to ensure it's worth continuing the conversation. He also uses the upfront contract technique to acknowledge that he's caught them off guard and asks if it's worth exploring further.
Using Scripts and Talk Tracks
Both Megan and Colin emphasize the value of having scripts or talk tracks that serve as a guide for the conversation. They believe that knowing and internalizing the script helps reps sound natural and stay on message. Colin compares it to a Hollywood actor learning a script and embodying the character. They both stress the importance of personalization and relevancy in their messaging, tailoring it to the specific persona or problem they are addressing.
Workflow and Call Block Strategies
Megan recommends blocking specific times for call blitzes, typically in the morning and afternoon, to maintain focus and momentum. She advises doing research and preparation beforehand to make the calls more productive and avoid cognitive load during the call block. Colin suggests segmenting time based on pick-up rate data, dedicating specific times for prospecting research, and highest pick-up rate times for actual conversations. They emphasize the need to reduce distractions and task switching during call blocks to optimize productivity.
Importance of Knowing the Script and Making it Your Own
Knowing the script of a cold call or sales conversation is crucial for successful outcomes. By thoroughly understanding the script, sales reps can embody it and customize it to fit their own style and personality. This allows them to confidently deliver the message while adding their own unique voice and flair. Additionally, knowing the script well enables sales reps to identify the right points for voice modulation, pauses, and moments of curiosity, which can help establish a connection with the prospect.
Recording Yourself for Improvement and Authenticity
Recording yourself during sales conversations or practice sessions can be a valuable tool for improvement. By listening to the recordings, sales reps can analyze their tonality, verbiage, and overall delivery. This can help identify areas for improvement and ensure that the sales approach sounds confident and authentic. Moreover, sales reps can simulate conversations with friends or family, delivering the talk track they want to use in their sales calls. Getting honest feedback from trusted individuals can reveal if the approach sounds natural or scripted, ensuring that prospects receive a more genuine and personalized experience.
This episode is the audio from our recent webinar on Cold Calling: Ditch the gimmicks and steal this tried and true framework instead. We were joined by Megan Huston from ZoomInfo and Colin Specter from Orum.
Check out the show notes, more free content, and get coaching at https://OutboundSquad.com.
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