Transcription
In this video, I'll be walking you through step by step how to absolutely flood your business with clients through cold calling. If you actually use and apply everything from this video, you can easily sign 30 clients every single month.
You see, compared to other ways of getting clients, like Facebook ads, where you need to invest thousands of dollars to get any results. You hardly need any money to get started with this, but it works like crazy. I've personally used this to make just under $100,000 in revenue this last month. So, make sure to watch to the end or you're going to miss out on important steps.
So, let's get into it. But before we get into it, I'll show you my Stripe account and a couple of my CRM and client dashboards. So, you can see proof that I'm not all talk.
So, here is my Stripe dashboard. We did just under 94 grand in the last four weeks. As you can see right here, 19 new customers in the previous period here. And then here is my internal CRM. So, have about 2.6 million in deals for this year. You can look at the timestamps here. You can see all the deals.
And then we also do this for our clients. So you can also see it works across different verticals. So this is a cyber security company. You can see the meetings that we've generated for them with the timestamps as well. Here's another one for a data company. So these are all the upcoming meetings for this client. All via cold calling. Here is a business acquisition campaign. So we're calling on small to medium-sized businesses asking owners if they're looking to sell. There's quite a few here as well.
To start off, ground zero is that you actually have a product or service that the market actually wants. And typically, you already have some customers. If you're a startup or a brand new business and you haven't achieved product market fit, then your outbound cold calling campaign can turn into a market research exercise.
So, phase one is setting up your tech stack. The goal here is to keep it as simple as possible and then once you get the hang of it, then you can layer on some more advanced tools. But the principle is not to major in minor things. And I see a lot of teams create these beefy complex omni-channel tech stacks and then barely get any deals flowing. So the four key elements of your tech stack will be your data provider, your CRM, your dialer, and your scheduling tool. So let's go over each one.
The first thing you'll need is a way to source the contact data. Now depending on your target segment, there's really three routes you can go down. If you're going after local businesses, you can use Google Maps and a scraping tool like GMaps Extractor, and you can basically scrape off local businesses straight from Google Maps. Number two, if you're going after business executives, you're typically your best strategy is to use a data provider like Apollo, Zoom Info, or SalesBot that does all the scraping for you. All you have to do is put your targeting filters in that query and then pull a list. And lastly, if you're going after straight B2C, there's actually a lesser-known strategy called social scraping where you can go onto Facebook, Instagram, Twitter to find followers of accounts in your niche. So you can use a tool like Tweet Scraper to collect user data from those follower bases. That's your data source.
Now for your CRM, again, just keep it really simple. HubSpot, GohighLevel, Adio, any of those will do the trick. This is where your contacts will be stored and tracked. Then we have your dialer. Because the objective is to have as many meaningful conversations at scale, I recommend grabbing what's called a parallel dialer that can call multiple contacts at a time. There's a few new wave options like Nooks or Oram, old school ones like Connect and Sell. And then finally, your scheduling tool. So, you're going to want to integrate this into your dialer or CRM. That way, everything's tracked and attributed and you're not switching between too many windows while you're calling. And it makes booking and organizing times really easy.
With all that, there's another tool called GlennX that combines the entire tech stack into one single platform. So, for the purpose of simplicity, if I'm doing any sample list loading and whatnot, I'll be showing what it can look like on the tech side through GlennX. But again, pick your poison and what works for you.
So, now that we have our tooling in order, now it's time to determine how aggressively we need to hit this channel. And it's a really simple formula. I'm going to walk you through the math of sales. So, say you want to add another conservative million dollars in gross revenue this year via outbound cold calling. You would use a tool like this. I'll drop this in the description below to basically calculate how many calls you need to make to hit your target. So, very simple formula. We're going to plug in a few numbers here. First, your target revenue. So, say you want a million dollars. Then, your average deal size. Say it's 20 grand a pop. Dial to connect. So, this is your pickup rate. Your success or book rate. How many prospects actually show to those demos or discovery calls. Your sales acceptance rate, which is the percent of deals that are closable, and then your win rate, how many deals you actually close. So, by default, this calculator will have industry aggregate numbers, but it may vary quite a bit based on your vertical, lead quality, etc. Once you plug in the math into the flux capacitor, it'll spit out everything you need to hit your goal.
So, at a monthly goal of $100,000 and an average deal size of $20,000, you need five deals, which will come from 25 opportunities after holding 28 meetings, booking 40 off of 722 total conversations and making just under 17,000 dials with a 69% channel reach, which is industry averages, which means your list size for that month needs to be around just over a thousand. And if you don't have previous funnel metrics, you'll be able to adjust your math of sales as volume starts rolling, which we'll talk about later.
So, now that you have your tech stack and the path to market dominance, now it's time to dive into actually standing this up. So, for every successful outbound cold calling campaign, there's four pillars that you have to nail to hit the jet stream. So, you got your target, your list, your message, and then your rep performance, whether that's you or one of your sales reps. Just to quickly go over each one. Target is essentially who are we going after? List is the list of exact contacts with phone numbers that we are going to perform outreach to. And then message is what you're actually saying on the phones. And then the performance is how you or your reps are actually executing the calls day-to-day. Making sure the CRM is neat, you're dispositioning and bucketing deals properly.
So let's go into each step. Starting with your target persona. Again, if you're going to do a cold calling campaign, you should have at least a general idea of who your product or service serves. But if you need to hone in to a specific vertical or ideal customer profile, your ICP, then I recommend going through some sort of strategy planning roadmap. This is something we do with all our clients. It's pretty in-depth and covers a little bit of what we already talked about. But for the purpose of honing in your ICP, all you need to do is step one and two here. And so the big rocks that you're going to be focusing on are the problem space in your company, market data, your top customers, your swim lane, any current collateral that you have, and this again is going to feed into the messaging here shortly, your buyer personas, and then your initial messaging. The outcome here is to put the exact persona parameters to load into a data provider query.
So let's say if you offer software testing services for mid-market companies in the financial, healthcare, and SaaS sectors and you really want to hone in specifically on say small to medium-sized credit unions and banks, your ideal titles are CIO, CTO's and directors plus and IT. So after you go through this exercise, that's when it's time to put your list together. So we're going to gather our ICP filters. Then you're going to build your list. There's plenty of data brokers out there, but I'll go ahead and walk you through my favorite one here in 2025. It's SalesBot.io. They have twice the B2B contact coverage as Zoom Info and three times as Apollo. Really high accuracy phone and email scores, which is the most important part. Also, it's just much more affordable than Zoom Info, who's been the thousand-pound gorilla for quite a while now. I'll drop a link in the description and you can get 10% off.
And so, from here, I'll just walk you through how to pull a list. SalesBot's really nice because they use AI and you don't have to know your exact parameters. So you can say something like tech leaders in small to medium-sized credit unions and banks and we are selling software testing/QA services. Let's go ahead and do this. So, tech leaders and I'll just say CIOs, CTOs, director plus in IT and engineering. And then we'll go ahead and have AI start putting these filters together. All right. Nice. So, now that we have our list built by AI, looks like there are at least a thousand contacts. Can click on this overview and see what the breakdown looks like. Lot in New York City. That's interesting. San Francisco, Chicago, Boston. Job title, senior software engineer, CTO, we don't want board member. CIO, header, we don't want head teller. Advisor, we don't want that. We don't want founder. So, you can see a few of the titles slip through. So, we can go ahead and clean that up. But, they're going to be in the US, which is what we want to target. And then group manager, probably get rid of IT manager. So, there's just under 16,000. We want director and above. So, now we have just under 8,000. So, pretty good list to work off of. And then you can do more refining depending on exactly who your persona is. SalesBot actually has a really good customer service team. So if you need help pulling the list and they have people on standby that can help build lists with you. And then it's pretty simple. All you have to do is export the contacts.
Once you export it, then you're going to want to put this into your CRM and dialer. And as long as they're connected, you should only have to do this once. In GlennX, it's as simple as clicking import leads. Start an import campaign. But if you're just doing on the Glenn, it'll just be for your company. We'll say we'll do it for this cyber security campaign. Upload the CSV. We'll just find a list right here. Boom. And then we can either create a list or add it to an existing list. So we'll just call this test. One, two, three. The AI within GlennX will take a first crack at trying to auto-fill the fields. If not, you can map them one at a time here. And then once you hit next, it'll upload it and then it'll pop up in your dialer and CRM view. So that's how you would upload it in the GlennX platform.
By the way, if you're watching this and you want to be able to outsource your cold calling on a completely pay-per-result commission basis, you can source SDRs with GlennX and take advantage of the platform instead of spending hours trying to get clients using cold calling and implement a system into your business to take care of your client acquisition process.
So now that your leads are loaded, it's time to figure out what to actually say to them. The big three documents of your messaging are going to be your first call talk track, your objection handling, and then pretty much all other screenplays that don't fall into either one of those. In your first call talk track, this is your main screenplay for the cold call. We'll cover the structure and the psychology from the first words that come out of your mouth to actually booking the meeting and qualifying them. The second document is the objection handling cheat sheet. This is quick access responses for common smoke screens and objections. You should build this to be conversation ready. And then the third document is again all other scripts or screenplays. So think follow-up voicemails, appointment reminders, discovery call handoffs, and so on. Basically everything that's not on the first cold call, but it still moves the deal forward.
So starting with the cold call screenplay itself, just a little background on why it's structured the way it is. From the buyer side journey, your job is to take them from a place of fear to trust, trust to curiosity, curiosity to commitment, and commitment to action, which is them showing up to a meeting. The anatomy of this talk track is deadly good at that. It's been used in hundreds of cold call campaigns, including ones for Google Cloud, Zoom, Cisco, NASCAR sponsorships, dozens of IT and cyber campaigns, SaaS, merchant processing, you name it. And it works because the principles are based on human communication. Here's the structure. First, you have your intro. Then you go into your big idea or main pitch. Then you've got your downsell and close. Then you're going to schedule the meeting. Then you jump to qualification questions. And then ending the call down here.
So for the intro, you're going to want to use a permission-based opener as that's what works best in scaled cold calling where you have tens of thousands if not hundreds of thousands of accounts. A few ways to make this as effective as possible are to double-tap the prospect's name at the beginning, flat or upward inflection on your name and a downward confident inflection on your company's name. You're going to go into a tactical empathy statement and then providing them with the solution to their problem right now, which is you. And to get rid of that problem, their solution is to hear you out. So, usually you can deliver this last line with a playful, curious tone. Be sure to throw in a few ums and aahs not to sound too scripted. And then after that, you'll go into a pattern interrupt where you're actually going to cut yourself off and ask a qualification or clarification question. This helps you not feel like every other sales rep who has a canned pitch. And my go-to is simple. Have you heard of our company? Be careful not to prod too much here because you haven't earned the right to dig in quite yet. Then they'll typically answer yes or no. Then you can lead into an upfront contract that gives them the power to cut you off while keeping their dignity intact. So, it'll sound something like, "Hey, John." Oh, yeah. Hey, John. It's uh Micah um over at Company X. Um you know, I know I'm an interruption here, but do you mind if I grab half a minute? I'll let you know why I called and you can let me know if it's relevant or not. And then if they say yes, great. We'll appreciate that. And then um have you heard of Company X? Uh just by the off chance. And they'll probably say no. Ah, okay. No worries. Feel free to cut me off if it's uh not in your wheelhouse.
So, after your intro, you'll launch into the main pitch. And this section is more of an art than a science, but the whole point is to generate curiosity and intrigue. So, in this document, there will be some cold call big idea examples. So everything from cyber security to IT, NASCAR sponsorships, HR, software, SEO, marketing, wealth development, M&A, so investor relations, everything to get you started there. But if you had to follow a structure, it would look something like status alignment to signal to the prospect that you're someone worth listening to. Then a winner is coming or changing the world riff that solidifies you're a subject matter expert. Then a unique value proposition or UVP on how you're qualified to solve that big hairy problem. Here's an example we did for a cyber security company. It'll sound something like quick overview, John. You know, defensive networks, we are currently trusted by over 1400 companies and 87 of the Fortune 1000 to secure their environment. So, think Amazon, Walt Disney, Google. And so the reason I pinged you and as you probably know 92% of attacks happen at the identity level with email being a massive focal point of these breaches. And so what we discovered with our partner Abnormal Security is that most well-meaning organizations look at stopping these attacks by relying on basic authentication markers. So think SPF, DKIM, DMARC, and it's sort of the equivalent of bringing a leather helmet to play in a 2025 NFL speed football game. So to cut to it, you know, really where Abnormal Security shines is working at the root level, the cause of these breaches, focusing on behavioral analysis through 47,000 different signals. But outside of that, besides email, we also help in other areas such as zero trust, cloud-native security, hyperscale, and consulting, just to name a few. So this campaign specifically, we've generated over 80 sales qualified meetings.
So after your main pitch, you're going to go to the downsell and close, which is real simple. First, you're going to want to address the top one to two objections they'll have. Then you're going to lower the stakes of the meeting to make it easier to commit to. And then you're going to use a soft ask for an easy transition into scheduling the meeting. So that can sound something like super simple, John. You know, I know I'm probably overstating my welcome here. And I'm sure you and the folks probably have some sort of security program in place already, but I just want to see if you'd be completely opposed to carving out 14, 15 minutes for a coffee break style chat just to share a lesser-known approach to, you know, cyber resiliency. Do you happen to have your calendar available?
And then from there, you'll go into scheduling the appointment. The key here is to put bounds on what times you'd like the prospect to meet and make it real easy. You'll also want to struggle a bit here to give the impression that you're busy and that you don't have entire days open to take sales calls. After that, you'll confirm their email and perform a tie-down to get them to verbalize how they're going to let you know if they can't make it. This helps out big time for show rates. And this whole block will sound something like, "Sounds good. Yeah. Let me see what times uh we have available here. Um what time zone are you operating in? Central time. Okay, gotcha. Um so let's see. I'm not sure what tomorrow's looking like for you, but we've got a 2 p.m. and 4 p.m. available. Uh if not, we have a few slots on, you know, Tuesday at 12 to 2:00 p.m. And then once they select a time, okay, great. Uh well, I'll make it easy on you, John. I'll send out an email calendar invite. That way our schedule's aligned. Um let's see here. And I've got um John Smith. Uh what's the best email for you? Okay. And then after they give you the email, great. We'll just send it. If you want to do me a favor, go ahead and hit accept so I know it made it to you. Uh oh, and then I know meetings and fires can pop up out of the blue. Uh if something does come up between now and our chat on Tuesday, uh how do you want to let us know if you can't make it?"
After that is confirmed, then you'll go into qualification questions. Now, the reason this is much more effective than asking questions at the beginning of the call is at this point, you've established enough trust for them to genuinely open up and you have to get frequent before you get good. So, the more pitch run-throughs in general gets you more deals over the long haul. Here's an example of launching into the qualification questions. Okay, sweet. Well, that works, John. And then last thing before I cut you loose here, um just so we can keep the chat short and sweet and it doesn't turn into a Lord of the Rings marathon. You know, I know most folks like to hone in on one or two specific areas. You know, could be anything from MDR to uh zero trust architecture or maybe even SD-WAN, but I guess what's most relevant to, you know, what you guys are looking at today.
So, the goal here is to ask as many questions as you can before they kick you off the phone. And then from there, you can end the call. It can sound something like, great. Well, that's all I got for you, John. So, and then by the way, did you get that calendar invite? Did that come through? Did. Okay, great. Well, anything else you have for me before I let you get back to it? No. Okay, no worries. Well, sounds good. Look forward to chatting on Tuesday at 2. And until then, stay safe and we'll talk soon. Bye-bye.
So, next up is your objection handling cheat sheet. It'll look something like this. If you've been in sales long enough, you know there's really only a handful of true objections and the rest are pretty much variations. To make it easy, I've actually mapped out 95% of them and their responses for you. You'll just have to fill in your specific industry objections. And for that, I actually put a GPT together that you can just ask and it'll come up with the response on command. Just know that most objections at the beginning of the call are smoke screens or resistance to the call itself. And towards the middle or end, there's more substance behind the response that you'll have to address.
And then finally, you should have a document for every other call track that's not the cold call. So everything from gatekeepers, robo-screeners, inbound call intros, follow-up intros, what happens if they know your company, reschedules, reminder activities. Again, I've done all the heavy lifting, so just steal my document here.
Now, at this point, you have everything you need to start making calls. So let's make some calls. The amount of calls you'll need to make is based on your math of sales. So, if this is your math, right, and you need to make 16,000 dials equals this one divided by 20 business days. If you need to make just under 17,000 dials in the month, then you'll need to make about 849 per day. And then that's what you'll manage too. A tool like GlennX allows you to make up to 200 dials an hour. That's really how you're going to reach velocity at scale.
Now, while you're doing your calls, you're going to want to monitor specific KPIs at intervals, daily, weekly, monthly, quarterly, to make sure you're on the right track and to know what levers to pull. The KPIs to track are calls made per day, week, and month, your call to pickup ratio, your pickup to right ICP conversation ratio, right ICP conversation to bookings, your show rate, and then how many of those that actually show turn into a qualified opportunity. So depending on what's slowing down your flow of meetings will determine what adjustments you need to make. So for example, if your call volume is down, just make more calls. If your pickup rates are low, it could be time for a new list. If your booking rates are down, that could be a messaging or targeting issue, but typically it'll be a rep performance issue if you've got the other factors locked in. With all that, the number of opportunities that come in the door or show up is really your northstar metric.
There's a couple other things you want to keep in mind. You can do all these things right, but there's really the 20% that brings 80% of the results. And here's just four of them to really truly succeed with a cold call campaign. So, the first thing is you're going to want to pay attention to your cooldowns. So, how frequently you're calling each prospect and your phone health scores. This is going to influence the deliverability of how many calls actually make it through to your prospect. If you're not careful with this right here, you'll end up spamming your TAM with calls and you'll show up as scam calls on their phone. There's tools like GlennX that manage this for you, so you don't have to worry about that. I want to say this next one's obvious, but a lot of people miss this. You need to dial during peak business hours. You want to make sure that you protect the time where all time zones are in business. And then the next thing is the gold is in the follow-ups. So properly dispositioning and bucketing your contacts is super vital here. On average, it takes seven touch points to close a deal. So the first opportunity for productive engagement might take place on the second, third, or fourth pass. And then lastly, when you make adjustments, you want to pull levers in this order, starting with performance, then message, then list, then target. So 90% of your bottlenecks are going to occur at the performance level and what the reps are actually doing. A good surfer can ride an ironing board, but a great surfboard can only carry a bad surfer so far. With that being said, messaging tweaks take much less time than curating a list and typically only require two to three word changes to double conversion rates. And then by the time you start retargeting, that's going to change the strategic direction of your outbound program.
So now you have the full process. But if you don't have a lot of experience cold calling and you're not feeling confident in what to say or what actual real-life calls look like, I got you. In this video here, I actually start from scratch with a brand new offer and cold call until we make our very first sale as fast as humanly possible. Just going through and watching that video is perfect for anyone who wants to see what the process looks like in real life. So see over there.