1 00:00:00,000 --> 00:00:05,020 Sellers, cold outbound sucks for both you and your prospect. 2 00:00:05,320 --> 00:00:08,720 It takes an insane amount of effort, reply rates are in the tank, 3 00:00:08,860 --> 00:00:12,260 and you are fishing in the same pond as everybody else. 4 00:00:12,380 --> 00:00:14,880 I literally wrote a book on cold calling, 5 00:00:15,300 --> 00:00:18,180 but Sam McKenna, who's the CEO of Hashtag Sam Sales, 6 00:00:18,480 --> 00:00:22,057 completely changed my mind about what I thought social selling 7 00:00:22,140 --> 00:00:24,240 and great outbound prospecting is. 8 00:00:24,500 --> 00:00:27,877 Sam literally has broken 13 national sales records. 9 00:00:27,960 --> 00:00:32,784 She was recruited by LinkedIn because she was so good at LinkedIn Sales Navigator, 10 00:00:32,867 --> 00:00:37,631 and she built her business from scratch into a multimillion-dollar business using 11 00:00:37,715 --> 00:00:41,701 exactly what she teaches in her social selling course that she built 12 00:00:41,784 --> 00:00:46,060 in partnership with 30MPC. Go to 30MPC.com forward slash Sam. 13 00:00:46,300 --> 00:00:50,609 Her new course teaches you how to use relationship data and your network's 14 00:00:50,692 --> 00:00:55,060 network to get warm introductions into your dream accounts that would never 15 00:00:55,143 --> 00:00:58,027 answer your cold call, respond to your cold email, 16 00:00:58,111 --> 00:01:00,817 or open the gift that you sent to their office. 17 00:01:00,900 --> 00:01:06,175 If you go to 30MPC.com forward slash Sam, we are giving away all of Sam's favorite 18 00:01:06,258 --> 00:01:11,271 LinkedIn Sales Now reports, alerts, and scripts that you can use to break into 19 00:01:11,354 --> 00:01:13,380 more accounts with less effort. 20 00:01:13,600 --> 00:01:17,720 Today, I wanted to walk through the cold call script that I used when I was selling 21 00:01:17,803 --> 00:01:21,619 and continue to coach teams on that consistently can get top reps to book one 22 00:01:21,702 --> 00:01:23,120 in three cold call connects. 23 00:01:23,260 --> 00:01:25,324 That literally means if you talk to three people, 24 00:01:25,408 --> 00:01:27,297 you can get one person to agree to a meeting. 25 00:01:27,380 --> 00:01:31,620 It is literally the best feeling in the world in sales to know that you can go 26 00:01:31,703 --> 00:01:35,777 into a one-hour dial session and you can leave with a meeting on the books. 27 00:01:35,860 --> 00:01:40,991 And a lot of people are really, really struggling to generate pipeline book 28 00:01:41,074 --> 00:01:41,908 meetings. 29 00:01:42,080 --> 00:01:45,757 Cold email is basically broken nowadays because of all these AI spam bots. 30 00:01:45,840 --> 00:01:47,877 And you see a lot of teams that are going back to the phones. 31 00:01:47,960 --> 00:01:52,459 And the key here, folks, is the vast majority of the advice that I give you 32 00:01:52,542 --> 00:01:57,469 today is going to basically be doing the exact opposite of what most telemarketers 33 00:01:57,553 --> 00:02:00,137 do when they ask you, how's your day going? 34 00:02:00,220 --> 00:02:03,737 Or when they hurl a pitch at you or when they try to like handle an objection. 35 00:02:03,820 --> 00:02:07,050 So there are three parts to nailing the cold call and we'll walk through them one 36 00:02:07,134 --> 00:02:07,477 by one. 37 00:02:07,560 --> 00:02:10,704 Part number one is the opener where we'll use what I call the heard the name tossed 38 00:02:10,787 --> 00:02:11,757 around cold call opener. 39 00:02:11,840 --> 00:02:15,148 Part number two is the pitch. And that's where we use something called a problem 40 00:02:15,231 --> 00:02:18,557 proposition. And then part number three is when you handle objections. 41 00:02:18,640 --> 00:02:21,780 The way we're going to do that is with what I call the Mr. 42 00:02:21,864 --> 00:02:23,837 Miyagi method to handling objections. 43 00:02:23,920 --> 00:02:26,924 And by the way if you read our cold calling book it called Cold Calling Sucks 44 00:02:27,008 --> 00:02:29,972 and that why it works We break all this stuff down inside of that It sold 50 45 00:02:30,055 --> 00:02:33,059 copies in a year It was the number one prospecting book last year And so this 46 00:02:33,143 --> 00:02:36,067 is really pulling from a lot of the stuff there but you also hear some more 47 00:02:36,150 --> 00:02:39,045 voiceovers from me. And the last thing is I'll be using an example for a company 48 00:02:39,129 --> 00:02:39,567 that I consult 49 00:02:39,650 --> 00:02:42,912 for their name is Covey. And the reason I'm using them is because it's really, 50 00:02:42,995 --> 00:02:43,727 really simple. What 51 00:02:43,810 --> 00:02:48,177 their product does is if you have like a million resumes that you need to screen, 52 00:02:48,261 --> 00:02:48,947 it's an AI bot 53 00:02:49,030 --> 00:02:53,206 that screens all of those resumes very quickly so that you don't have to review 54 00:02:53,289 --> 00:02:53,907 all 1 million 55 00:02:53,990 --> 00:02:57,789 In resumes, you can review the 100 best profiles that actually are qualified 56 00:02:57,873 --> 00:03:01,767 to work for your company. All righty, so let's turn that into cold call terms. 57 00:03:01,850 --> 00:03:03,427 So step number one is let's talk about the opener. 58 00:03:03,510 --> 00:03:06,850 There are two banned cold call openers that you should never use. 59 00:03:07,270 --> 00:03:09,395 Today's show is brought to you by Responsive, 60 00:03:09,478 --> 00:03:12,584 which helps sales teams respond to RFPs, security questionnaires, 61 00:03:12,668 --> 00:03:15,627 and buyer requests faster so deals don't die at the last mile. 62 00:03:15,710 --> 00:03:20,199 One great way to drive your deals faster is to run parallel processes instead 63 00:03:20,282 --> 00:03:21,387 of linear processes. 64 00:03:21,470 --> 00:03:25,561 For example, in vendor review, work with your buyer to kick off legal, 65 00:03:25,644 --> 00:03:29,914 security, and procurement review simultaneously instead of doing them one 66 00:03:29,997 --> 00:03:31,190 by one sequentially. 67 00:03:31,430 --> 00:03:34,215 We built a playbook with our friends at Responsive on different proposal 68 00:03:34,298 --> 00:03:36,527 accelerators that you can use to close deals faster. 69 00:03:36,610 --> 00:03:37,910 Grab it in the show notes. 70 00:03:38,510 --> 00:03:41,247 In your life. And they're the two most common ones that you'll see. 71 00:03:41,330 --> 00:03:42,987 The first one is how's your day going? 72 00:03:43,070 --> 00:03:47,167 So whenever you pick up the phone and you ask a prospect, how's your day going? 73 00:03:47,250 --> 00:03:50,189 you know that you don't give a shit how their day is going, 74 00:03:50,272 --> 00:03:52,187 and they know you don't give a shit how 75 00:03:52,270 --> 00:03:54,337 their day is going. And so nine times out of ten, 76 00:03:54,420 --> 00:03:56,607 what you will hear is something that sounds like, 77 00:03:56,690 --> 00:04:02,610 fine, how can I help you? And that exasperated sigh is code word for, hey, 78 00:04:02,693 --> 00:04:03,827 I know you're a 79 00:04:03,910 --> 00:04:07,464 telemarketer, just get on with it, and I'm just waiting to reject you. 80 00:04:07,547 --> 00:04:08,867 A lot of times, you'll just 81 00:04:08,950 --> 00:04:12,958 get rejected after that. That's number one. Other one that's even worse is, 82 00:04:13,041 --> 00:04:14,267 did I catch you at a bad 83 00:04:14,350 --> 00:04:19,758 time, it is never a good time for a cold call. And nine times out of 10, 84 00:04:19,841 --> 00:04:21,290 if you ask someone, 85 00:04:21,390 --> 00:04:24,796 a complete stranger, did I catch you at a bad time? They're going to be like, 86 00:04:24,880 --> 00:04:25,567 yeah, it is a bad 87 00:04:25,650 --> 00:04:29,056 time. And then you might ask, can I call you back? And they're like, not now, 88 00:04:29,140 --> 00:04:32,465 call me tomorrow. And then they're part of the witness protection program. 89 00:04:32,549 --> 00:04:34,207 And you will literally never connect with 90 00:04:34,290 --> 00:04:37,098 that prospect again. And so what we're going to do instead is we're literally 91 00:04:37,181 --> 00:04:37,887 going to do the exact 92 00:04:37,970 --> 00:04:42,307 opposite of what most telemarketers do is my goal when I'm opening cold call is 93 00:04:42,391 --> 00:04:45,227 for them to actually forget that it's a cold call. 94 00:04:45,310 --> 00:04:48,127 I want them to actually think that I'm like in their warm 95 00:04:48,210 --> 00:04:51,667 network, almost like I got referred to talk to them. 96 00:04:51,750 --> 00:04:54,327 And so that's what we call the heard the name tossed around opener. 97 00:04:54,410 --> 00:04:54,827 Okay. 98 00:04:54,910 --> 00:04:59,491 There are three steps to nailing the heard the name tossed around opener Number one 99 00:04:59,575 --> 00:05:03,987 is you want to have some context In other words you want to find like the common 100 00:05:04,070 --> 00:05:07,330 thread between that customer and other customers like them 101 00:05:07,470 --> 00:05:10,207 So, for example, like in this case, when I was selling insurance, 102 00:05:10,291 --> 00:05:13,722 I used to say like, hey, Jane, we work with a few other partners in the DLA Piper 103 00:05:13,806 --> 00:05:16,167 office down in L.A. It's Armand from Northwestern. 104 00:05:16,250 --> 00:05:17,327 Have you heard a name tossed around? 105 00:05:17,410 --> 00:05:19,907 And that was like I worked with other people in the same office. 106 00:05:19,990 --> 00:05:23,327 Like the closer you can get to home, the better. 107 00:05:23,410 --> 00:05:26,409 Part of the reason they won't totally blow you off is like even if you work 108 00:05:26,492 --> 00:05:28,423 with other people in the office and they're like, 109 00:05:28,506 --> 00:05:31,867 I don't know this person and I think they might be trying to sell something. 110 00:05:31,950 --> 00:05:35,480 They're probably not going to be a complete jerk to you because you work 111 00:05:35,564 --> 00:05:39,295 with other people in their office or you work with people who share the same 112 00:05:39,378 --> 00:05:42,947 investor. If you're like, hey, Jane, I work with other people who breathe. 113 00:05:43,030 --> 00:05:45,007 It's like it's not really close to home. 114 00:05:45,090 --> 00:05:47,667 They're going to be like, oh, it's like fake personalization. 115 00:05:47,750 --> 00:05:50,167 So you've got to like find that common thread. 116 00:05:50,250 --> 00:05:54,365 if you're stuck, sometimes you can combine threads. So you might say like, hey, 117 00:05:54,448 --> 00:05:58,508 I work with a few other CFOs in like the Chicago area. It's Armand from Acmeco. 118 00:05:58,592 --> 00:06:00,610 Have you heard her name tossed around? 119 00:06:00,810 --> 00:06:04,551 Even if they haven't heard your name tossed around, it doesn't matter. 120 00:06:04,635 --> 00:06:06,027 Like I use this at startups 121 00:06:06,110 --> 00:06:09,450 where I was the ninth employee and like no one knew who I was. 122 00:06:09,533 --> 00:06:11,107 I use this when I was 19 years 123 00:06:11,190 --> 00:06:14,394 old selling insurance and definitely no one knew who I was. 124 00:06:14,477 --> 00:06:16,567 It's about acting like you should have. 125 00:06:16,650 --> 00:06:20,528 So the vast majority of time, people will say like, no, like I haven't, 126 00:06:20,612 --> 00:06:22,230 but like, how can I help you? 127 00:06:22,610 --> 00:06:27,110 And you'll notice like their demeanor is a lot more positive than the fine. 128 00:06:27,550 --> 00:06:30,807 How can I help you that you'll get like with the how's your day going thing? 129 00:06:30,890 --> 00:06:33,067 And it's because you led with context. 130 00:06:33,150 --> 00:06:35,447 So if they say no, that brings us to the pitch. 131 00:06:35,530 --> 00:06:38,207 But before we go to the pitch, there's a chance that they say yes. 132 00:06:38,290 --> 00:06:39,787 They're like, oh, yeah, I've heard of you guys before. 133 00:06:39,870 --> 00:06:43,967 And here's a secret. If they've heard of you before, you don't have to pitch. 134 00:06:44,050 --> 00:06:48,154 you literally be like oh i guess we must have screwed something up normally we'd be 135 00:06:48,237 --> 00:06:48,507 working 136 00:06:48,590 --> 00:06:52,347 with someone like you by now i guess what did you hear and then they'll usually just 137 00:06:52,430 --> 00:06:52,987 like bring you 138 00:06:53,070 --> 00:06:57,167 right to the objection or they'll be like oh i've been considering you guys for 139 00:06:57,250 --> 00:06:58,067 a while or oh i'm 140 00:06:58,150 --> 00:07:01,234 not super familiar but i've definitely like heard the name tossed around and you 141 00:07:01,317 --> 00:07:01,947 sort of like go to 142 00:07:02,030 --> 00:07:07,584 the pitch anyways all right so that brings us to step two which is pitch which is not 143 00:07:07,667 --> 00:07:11,247 actually a So the problem with most pitches is they tend to be like, 144 00:07:11,330 --> 00:07:15,247 we focus, they tend to focus on like what you do 145 00:07:15,330 --> 00:07:18,247 instead of like what the prospect is thinking about. 146 00:07:18,330 --> 00:07:21,247 So like, let's say for example, you were looking at like nutrition plans 147 00:07:21,330 --> 00:07:23,247 or workout plans or something in the fitness space. 148 00:07:23,330 --> 00:07:30,330 No one cares about your seven day shortcut to shred weightlifting program They care 149 00:07:31,164 --> 00:07:36,177 about hey I want to look really good during the summer 150 00:07:36,260 --> 00:07:38,500 without spending all day in the gym. 151 00:07:38,680 --> 00:07:39,977 That's what gets their attention. 152 00:07:40,060 --> 00:07:42,917 And so you want to lead with the problem they're trying to solve 153 00:07:43,000 --> 00:07:48,380 and then just solve the problem in as few sentences as possible. 154 00:07:48,800 --> 00:07:51,777 This is where marketing teams totally screw over salespeople. 155 00:07:51,860 --> 00:07:55,437 is like they just stuff them with product knowledge. 156 00:07:55,520 --> 00:07:58,137 And they're like, this feature produces this benefit 157 00:07:58,220 --> 00:08:00,380 and this feature produces this benefit. 158 00:08:00,480 --> 00:08:01,577 It's like we have this dashboard 159 00:08:01,660 --> 00:08:04,260 that gives you visibility across all your managers. 160 00:08:04,480 --> 00:08:08,600 And like you end up speaking in product language instead of problem language. 161 00:08:08,940 --> 00:08:12,100 And so the problem proposition is very simple. 162 00:08:12,560 --> 00:08:15,097 You're gonna lead with a triggering problem 163 00:08:15,180 --> 00:08:17,217 that literally gets your prospect to like sit up. 164 00:08:17,300 --> 00:08:19,237 And they're like, okay, that's pretty good. 165 00:08:19,320 --> 00:08:23,140 And then you want to solve it in one sentence with a one sentence solution. 166 00:08:23,380 --> 00:08:27,647 And then you just want to ask if they're open to learning more in like a low 167 00:08:27,730 --> 00:08:29,980 friction or an interest based call to action. 168 00:08:30,140 --> 00:08:31,237 So that sounds like this. 169 00:08:31,320 --> 00:08:35,037 If we go back to that example at Covey again, it's an AI screening resume bot. 170 00:08:35,120 --> 00:08:38,597 You want to like describe this problem in like triggering specificity. 171 00:08:38,680 --> 00:08:39,437 That might sound like this. 172 00:08:39,520 --> 00:08:43,967 Normally when I'm talking to like other talent leaders in the Sequoia portfolio, 173 00:08:44,050 --> 00:08:44,477 they like 174 00:08:44,560 --> 00:08:50,460 are completely inundated with like 3000 applications on the first day that they 175 00:08:50,544 --> 00:08:51,597 post a software 176 00:08:51,680 --> 00:08:56,457 engineer job posting. Covey uses AI and takes in like everything that you give us 177 00:08:56,540 --> 00:08:57,477 around your ideal 178 00:08:57,560 --> 00:09:02,337 candidate profile and it will surface the top 10% of candidates so you don't have 179 00:09:02,420 --> 00:09:02,877 to screen 180 00:09:02,960 --> 00:09:07,212 all of the resumes. My guess is like you're probably totally set but are you 181 00:09:07,295 --> 00:09:07,897 open to like 182 00:09:07,980 --> 00:09:12,014 taking a look at this thing for one of your roles not now but like when I'm not 183 00:09:12,098 --> 00:09:13,057 cold calling you out 184 00:09:13,140 --> 00:09:16,616 of the blue? And so again the three steps there is like today's show is brought 185 00:09:16,699 --> 00:09:17,517 to you by Responsive 186 00:09:17,600 --> 00:09:20,854 which helps sales teams respond to RFPs, security questionnaires, 187 00:09:20,937 --> 00:09:24,120 and buyer requests faster so deals don't die at the last mile. 188 00:09:24,440 --> 00:09:28,659 One great way to drive your deals faster is to run parallel processes instead 189 00:09:28,742 --> 00:09:29,860 of linear processes. 190 00:09:30,140 --> 00:09:33,766 For example, in vendor review, work with your buyer to kick off legal, 191 00:09:33,849 --> 00:09:36,257 security, and procurement review simultaneously 192 00:09:36,340 --> 00:09:39,580 instead of doing them one by one sequentially. 193 00:09:39,840 --> 00:09:42,613 We built a playbook with our friends at Responsive on different proposal 194 00:09:42,697 --> 00:09:44,917 accelerators that you can use to close deals faster. 195 00:09:45,000 --> 00:09:45,677 Grab it in the show notes. 196 00:09:45,760 --> 00:09:51,785 That triggering problem, that triggering problem needs to have hairy lollipop 197 00:09:51,868 --> 00:09:52,820 specificity. 198 00:09:53,060 --> 00:09:56,627 What I mean by that is if I told you a story where like you're walking around, 199 00:09:56,711 --> 00:09:59,927 you're like licking a lollipop and then you dropped it onto a shagra. 200 00:10:00,010 --> 00:10:02,450 and you held it up to this light right here. 201 00:10:02,680 --> 00:10:03,820 what would you see? 202 00:10:04,000 --> 00:10:07,960 You would see like hair and like dust speckles like off of the lollipop and it 203 00:10:08,043 --> 00:10:12,262 would be disgusting. Like that's the level of specificity that you need when you're 204 00:10:12,345 --> 00:10:16,460 describing the problem. If the level of specificity that you're using when you're 205 00:10:16,544 --> 00:10:20,607 describing the problem is like people don't like screening resumes or like doing 206 00:10:20,691 --> 00:10:23,614 this task takes a lot of time. It's not triggering enough. 207 00:10:23,697 --> 00:10:27,812 It doesn't evoke an emotion. So like and a lot of this comes forward in your tone 208 00:10:27,895 --> 00:10:30,300 where it's like it's like absolutely ridiculous. 209 00:10:30,383 --> 00:10:33,917 They have to screen literally like imagine screening like a thousand. 210 00:10:34,000 --> 00:10:37,836 paper resumes like the stack would go this high on top of your desk like it 211 00:10:37,920 --> 00:10:41,965 is actually laughable to think about it some of this comes through in your tone 212 00:10:42,048 --> 00:10:46,041 and then with your one sentence solution you don't give too many details about 213 00:10:46,124 --> 00:10:50,222 your product people don't care what your product does people need to know enough 214 00:10:50,305 --> 00:10:54,507 about what your product does so that they can believe you can solve the problem so 215 00:10:54,591 --> 00:10:58,531 notice in that case I wasn't like oh and we can filter by this this this this 216 00:10:58,615 --> 00:10:59,660 and this and we have 217 00:11:04,000 --> 00:11:10,827 I was saying like, hey, we use AI, to take what you want to see in a good candidate, 218 00:11:10,910 --> 00:11:14,047 and then we only show you the best candidates, 219 00:11:14,130 --> 00:11:17,687 which solves that problem. It's dumb human language. 220 00:11:17,770 --> 00:11:22,097 No buzzwords like single source of truth, streamline, optimize, 221 00:11:22,180 --> 00:11:25,947 all-in-one platform, leading provider of one-stop shop. 222 00:11:26,030 --> 00:11:30,217 All of these things mean absolutely nothing to your prospect. 223 00:11:30,300 --> 00:11:33,660 They sound good to your marketing team, but they 224 00:11:37,480 --> 00:11:41,186 seller is using and so they immediately put you like back in the telemarketer 225 00:11:41,270 --> 00:11:44,927 category and then lastly don't ask them for a meeting in your call to action 226 00:11:45,010 --> 00:11:48,765 meetings feel heavy try to ask them for like interest if they're open learning 227 00:11:48,849 --> 00:11:52,899 more or in the best case ask them to like take a test drive or come up with an offer 228 00:11:52,983 --> 00:11:56,836 it's like hey do you want to give this thing a spin on one of your roles not now 229 00:11:56,920 --> 00:12:00,724 but when i'm not calling you out of the blue right see if you can like get them 230 00:12:00,808 --> 00:12:04,120 to take a seat in the car not like sit down for a 30 minute demo with 231 00:12:04,204 --> 00:12:05,704 a specialist which like no one 232 00:12:07,480 --> 00:12:10,994 Like every once in a while you get a nice deal where they're like, sure, 233 00:12:11,078 --> 00:12:14,042 that sounds great. I'd love to be. And whenever that happens, 234 00:12:14,126 --> 00:12:17,890 I'm almost like surprised. I'll like look up the person's LinkedIn. I'm like, 235 00:12:17,973 --> 00:12:20,888 they still work here? Like did I even call the right person? 236 00:12:20,971 --> 00:12:24,735 But like sometimes people will say yes. Usually people will be like some sort 237 00:12:24,818 --> 00:12:28,482 of objection. All right. And so this is when we start to talk about the Mr. 238 00:12:28,566 --> 00:12:31,480 Miyagi approach to handling objections. What most people do. 239 00:12:31,564 --> 00:12:33,729 Today's show is brought to you by Responsive, 240 00:12:33,812 --> 00:12:37,062 which helps sales teams respond to RFPs, security questionnaires, 241 00:12:37,480 --> 00:12:40,151 requests faster so deals don't die at the last mile. 242 00:12:40,234 --> 00:12:44,228 One great way to drive your deals faster is to run parallel processes instead 243 00:12:44,312 --> 00:12:46,929 of linear processes. For example, in vendor review, 244 00:12:47,013 --> 00:12:49,524 work with your buyer to kick off legal, security, 245 00:12:49,608 --> 00:12:53,231 and procurement review simultaneously instead of doing them one by one 246 00:12:53,315 --> 00:12:57,309 sequentially. We built a playbook with our friends at Responsive on different 247 00:12:57,393 --> 00:13:00,540 proposal accelerators that you can use to close deals faster. 248 00:13:00,623 --> 00:13:02,000 Grab it in the show notes. 249 00:13:03,460 --> 00:13:07,561 when they're handling objections is they try to handle the objection. 250 00:13:07,644 --> 00:13:12,230 They try to fight the objection. And if you've ever had someone try to change 251 00:13:12,313 --> 00:13:17,263 your mind, the number one thing that I can do to not change your mind is I can tell 252 00:13:17,346 --> 00:13:18,680 you that you're wrong. 253 00:13:19,000 --> 00:13:23,415 And that's what most sellers do when they hear an objection. If someone says, 254 00:13:23,498 --> 00:13:27,504 I'm not interested, they start pitching harder and they're like, well, 255 00:13:27,587 --> 00:13:32,236 here's why I believe the solution that we bring is more valuable than what you're 256 00:13:32,319 --> 00:13:33,152 using today. 257 00:13:49,000 --> 00:13:52,729 And that way was not your way. And so when you fight that objection, 258 00:13:52,812 --> 00:13:55,195 you're fighting the way that they do things. 259 00:13:55,279 --> 00:13:59,231 And so that's why the first step of handling any objection is to pattern 260 00:13:59,315 --> 00:14:02,651 break. And you're actually going to agree with the objection. 261 00:14:02,734 --> 00:14:06,463 So let's pretend that someone gives us a competitor as an objection. 262 00:14:06,546 --> 00:14:10,892 And so for the sake of Covey, let's assume that they're using some other resume 263 00:14:10,975 --> 00:14:12,040 screening approach. 264 00:14:12,130 --> 00:14:15,046 bot, right? Of which there are many. So I'm gonna say something like this. 265 00:14:15,129 --> 00:14:18,288 I should have assumed you had something in place because honestly like screening 266 00:14:18,371 --> 00:14:20,760 thousand resumes would be a huge pain. And I'm not gonna lie, 267 00:14:20,844 --> 00:14:22,817 like usually when you have a bot in place, like it 268 00:14:22,900 --> 00:14:25,976 It doesn't even make sense to switch off of it. So they're like, 269 00:14:26,059 --> 00:14:29,580 is this person not gonna sell me? That's what happens when you agree with 270 00:14:29,663 --> 00:14:31,752 the objection, is like you release pressure. 271 00:14:31,835 --> 00:14:34,517 Step number two is you need to incentivize conversation. 272 00:14:34,600 --> 00:14:37,528 I don't have enough information to handle this objection yet, 273 00:14:37,611 --> 00:14:40,835 and I need to start to get them talking. When people start talking, 274 00:14:40,919 --> 00:14:44,834 they tend to feel comfortable. The job of a good therapist is to get their person 275 00:14:44,918 --> 00:14:47,352 talking. If the therapist is doing all the talking, 276 00:14:47,435 --> 00:14:50,956 then the person will start to clam up, be like, ah, don't give me advice, 277 00:14:51,039 --> 00:14:52,539 don't solve my problem for me. 278 00:14:52,900 --> 00:14:56,543 Part of the reason therapy works is like they get you to talk yourself into 279 00:14:56,626 --> 00:15:00,319 the right solution. Right. And so we're going to do some like sales therapy. 280 00:15:00,402 --> 00:15:03,174 Right. here and we're gonna do something really slick. 281 00:15:03,257 --> 00:15:07,217 So here's a secret with competitors. I need to ask them a trap question and I 282 00:15:07,300 --> 00:15:10,450 need to know like at least one trap question per competitor. 283 00:15:10,660 --> 00:15:12,737 What that means is I need to think of 284 00:15:12,820 --> 00:15:18,020 what is one thing that my competition can't do 285 00:15:18,160 --> 00:15:22,693 that I can do. And then I'm just going to ask them how they do that thing so 286 00:15:22,777 --> 00:15:27,128 that they come to the answer on their own terms. So in the case of Covey, 287 00:15:27,211 --> 00:15:31,623 a lot of times someone's existing recruiting software will have like an AI 288 00:15:31,707 --> 00:15:32,747 bot attached to it 289 00:15:32,830 --> 00:15:36,486 but it's like pretty crappy. It's like glorified filters, right? 290 00:15:36,569 --> 00:15:39,582 And there are certain things that you can't look for. 291 00:15:39,665 --> 00:15:44,372 Like you can't look for like someone who got multiple promotions in a short period 292 00:15:44,456 --> 00:15:49,046 of time, like trajectory or worked for like certain blue chip type of companies. 293 00:15:49,129 --> 00:15:52,434 And so I'm just going to like ask that in a trap question. 294 00:15:52,518 --> 00:15:57,108 So I'm going to say like, Hey Jane, just so no one from my team calls you again, 295 00:15:57,191 --> 00:16:00,930 I noticed that your team is like hiring a bunch of like software 296 00:16:02,830 --> 00:16:07,412 have to assume that in the bot you're able to do things like point out the human 297 00:16:07,495 --> 00:16:09,070 level nuance of things like 298 00:16:09,160 --> 00:16:13,385 quick promotions over a certain number of years or worked for like blue chip tech 299 00:16:13,469 --> 00:16:17,854 companies in this industry or like worked for both big companies and small companies 300 00:16:17,937 --> 00:16:22,322 so they've seen scale in startups like are you able to like get that level of nuance 301 00:16:22,406 --> 00:16:26,844 just because I want to make sure that this is like actually a dead deal so notice I'm 302 00:16:26,927 --> 00:16:31,312 doing a lot of incentivizing here and what I mean by that is I'm constantly throwing 303 00:16:31,396 --> 00:16:34,800 in little things like hey just so my team doesn't call you again 304 00:16:39,160 --> 00:16:42,632 Could you like really tell me like why this thing doesn't work? 305 00:16:42,715 --> 00:16:46,075 But then I'm like layering in little traps and I'm like, hey, 306 00:16:46,158 --> 00:16:50,364 like my guess is you can probably see if someone's gotten four promotions in 307 00:16:50,447 --> 00:16:52,140 the last seven years and like. 308 00:16:52,360 --> 00:16:55,334 that's something that I know the other competition can't do. 309 00:16:55,417 --> 00:16:59,256 I'm like laying these traps so that they'll usually give you an answer that's 310 00:16:59,340 --> 00:17:03,434 like, uh, it doesn't do all of that, but it sort of gets the job done for the most 311 00:17:03,517 --> 00:17:05,931 part. And that's my opportunity to do step three, 312 00:17:06,014 --> 00:17:09,599 which is like selling the test drive. Okay. So here's the thing is like, 313 00:17:09,682 --> 00:17:13,318 you're like right at the finish line. You've sort of like poked this hole 314 00:17:13,401 --> 00:17:17,496 of doubt in the competitor. And a lot of times this is when like sellers will come 315 00:17:17,579 --> 00:17:21,400 in with like pressure pitch and they'll be like, well, our product like has 316 00:17:22,360 --> 00:17:25,995 Do all these advanced filters and show you these types of candidates and these types 317 00:17:26,079 --> 00:17:28,430 of candidates. And immediately the prospect's like, ah, 318 00:17:28,513 --> 00:17:30,776 sales pitch again. And like you lose the deal. Right. 319 00:17:30,860 --> 00:17:34,127 And so you never want to sell the product. You want to sell the test drive. 320 00:17:34,210 --> 00:17:38,247 So you don't want to sell people, here's this nice shirt that I want you to buy 321 00:17:38,331 --> 00:17:41,481 right now. Here's this Tesla that I want you to buy right now. 322 00:17:41,565 --> 00:17:44,590 You want to be like, hey, I know you've got a car already. 323 00:17:45,460 --> 00:17:49,319 Do you want to give this thing a ride, like just so you know it's out there? 324 00:17:49,402 --> 00:17:52,742 And nine times out of 10, like people want to take the test drive. 325 00:17:52,825 --> 00:17:56,684 Like Tesla has sold a ton of cars to people who like never thought they were 326 00:17:56,767 --> 00:18:00,678 going to get a Tesla. And then they took the test drive and they're like, oh, 327 00:18:00,761 --> 00:18:04,568 like that's a car, right? And so you're going to do that with your product. 328 00:18:04,652 --> 00:18:07,660 And so if I was selling the test drive at Cubby with Jane, 329 00:18:07,780 --> 00:18:10,936 I'm gonna say something like this. I'm gonna like, Jane, honestly, like, 330 00:18:11,019 --> 00:18:14,355 I've noticed like you're hiring some like really awesome engineers and like, 331 00:18:14,439 --> 00:18:16,875 my guess is you have a pretty refined candidate profile. 332 00:18:16,958 --> 00:18:20,204 My guess is you're probably not going to switch off of your existing tool. 333 00:18:20,287 --> 00:18:23,263 But like, are you open to like us running this on one of your roles? 334 00:18:23,347 --> 00:18:26,638 Because we can filter for a lot of that like human level nuance that you're 335 00:18:26,721 --> 00:18:30,282 talking about. And if nothing else, like you'll know what's out there and you can 336 00:18:30,365 --> 00:18:33,786 see what it looks like. Today's show is brought to you by Responsive, 337 00:18:33,869 --> 00:18:37,193 which helps sales teams respond to RFPs, security questionnaires, 338 00:18:37,277 --> 00:18:40,444 and buyer requests faster so deals don't die at the last mile. 339 00:18:40,527 --> 00:18:44,480 One great way to drive your deals faster is to run parallel processes instead 340 00:18:44,564 --> 00:18:47,154 of linear processes. For example, in vendor review, 341 00:18:47,237 --> 00:18:49,723 work with your buyer to kick off legal, security, 342 00:18:49,806 --> 00:18:53,392 and procurement review simultaneously instead of doing them one by one 343 00:18:53,476 --> 00:18:57,429 sequentially. We built a playbook with our friends at Responsive on different 344 00:18:57,512 --> 00:19:00,710 proposal accelerators that you can use to close deals faster. 345 00:19:01,510 --> 00:19:02,343 at 346 00:19:03,040 --> 00:19:06,820 And nine times out of 10, they'll be like, yeah, I'll take a look. 347 00:19:06,903 --> 00:19:10,039 And then once they're in the car, then you can be like, 348 00:19:10,122 --> 00:19:14,721 so maybe we could talk about financing. Maybe we could buy out your current car. 349 00:19:14,804 --> 00:19:19,462 Maybe we can buy out your lease. You can do all that stuff and quote unquote sell 350 00:19:19,545 --> 00:19:24,378 the value of your solution when you aren't doing a cold call on a complete stranger. 351 00:19:24,462 --> 00:19:29,178 But a common mistake that people will make is they'll try to turn these cold calls 352 00:19:29,261 --> 00:19:32,480 into sales pitches. And the phone is a meeting setting. 353 00:19:33,240 --> 00:19:35,933 Like get them on an actual call where you can like sit down. 354 00:19:36,017 --> 00:19:38,016 You're not catching them in between meetings. 355 00:19:38,099 --> 00:19:41,395 You're not going to get like interrupted by them. Like being like, shoot, 356 00:19:41,478 --> 00:19:42,827 I got to jump to my next one. 357 00:19:42,910 --> 00:19:46,005 and then you can actually walk them through a proper sales process. 358 00:19:46,089 --> 00:19:49,706 If you like this one, there are a couple of resources that I'll give you free. 359 00:19:49,789 --> 00:19:53,264 One, like we have this entire script template for yourself that you can get 360 00:19:53,348 --> 00:19:55,732 in the show notes. We have 18 objection talk tracks. 361 00:19:55,815 --> 00:19:59,622 I literally went through one of them that you can access for free down on the show 362 00:19:59,705 --> 00:20:01,347 notes. you really like this one, 363 00:20:01,430 --> 00:20:04,467 We put together an entire cold calling course that walks through 364 00:20:04,550 --> 00:20:07,500 the opener, the problem prop, the objections, how to manage your day, 365 00:20:07,583 --> 00:20:11,016 and a million other different things that I didn't cover in this video inside of 366 00:20:11,100 --> 00:20:13,742 a step-by-step course. And because you're watching this video, 367 00:20:13,825 --> 00:20:16,511 there's a special discount code down in the YouTube show notes. 368 00:20:16,594 --> 00:20:19,632 You can go check those ones out. Alrighty, folks, if you like this one, 369 00:20:19,715 --> 00:20:21,566 it would mean a ton if you liked and subbed. 370 00:20:21,650 --> 00:20:25,171 This channel is the number one way that we can continue to keep doing content like 371 00:20:25,254 --> 00:20:28,468 this. And if you like this one, let me know what you want to see down below 372 00:20:28,551 --> 00:20:32,072 in the comments or something like that. We cover all types of cold calling things, 373 00:20:32,155 --> 00:20:33,855 and I've talked about cold calling 374 00:20:34,550 --> 00:20:37,240 don't always know what is top of mind for people out there. 375 00:20:37,323 --> 00:20:41,046 So let me know what you want to cover or if you have like a product that we would 376 00:20:41,130 --> 00:20:43,396 want to do like a pitch on or something like that. 377 00:20:43,480 --> 00:20:46,733 And I'm sure we'll come up with something fun. All right, folks. Peace. 378 00:20:46,817 --> 00:20:48,848 Today's show is brought to you by Responsive, 379 00:20:48,931 --> 00:20:51,903 which helps sales teams respond to RFPs, security questionnaires, 380 00:20:51,986 --> 00:20:54,817 and buyer requests faster so deals don't die at the last mile. 381 00:20:54,900 --> 00:20:58,436 One great way to drive your deals faster is to run parallel processes instead 382 00:20:58,519 --> 00:21:00,169 of linear processes. For example, 383 00:21:04,550 --> 00:21:07,715 review simultaneously instead of doing them one by one sequentially. 384 00:21:07,798 --> 00:21:11,153 We built a playbook with our friends at Responsive on different proposal 385 00:21:11,237 --> 00:21:15,187 accelerators that you can use to close deals faster. Grab it in the show notes.