WEBVTT 00:00:00.000 --> 00:00:05.020 Sellers, cold outbound sucks for both you and your prospect. 00:00:05.320 --> 00:00:08.720 It takes an insane amount of effort, reply rates are in the tank, 00:00:08.860 --> 00:00:12.260 and you are fishing in the same pond as everybody else. 00:00:12.380 --> 00:00:14.880 I literally wrote a book on cold calling, 00:00:15.300 --> 00:00:18.180 but Sam McKenna, who's the CEO of Hashtag Sam Sales, 00:00:18.480 --> 00:00:22.057 completely changed my mind about what I thought social selling 00:00:22.140 --> 00:00:24.240 and great outbound prospecting is. 00:00:24.500 --> 00:00:27.877 Sam literally has broken 13 national sales records. 00:00:27.960 --> 00:00:32.784 She was recruited by LinkedIn because she was so good at LinkedIn Sales Navigator, 00:00:32.867 --> 00:00:37.631 and she built her business from scratch into a multimillion-dollar business using 00:00:37.715 --> 00:00:41.701 exactly what she teaches in her social selling course that she built 00:00:41.784 --> 00:00:46.060 in partnership with 30MPC. Go to 30MPC.com forward slash Sam. 00:00:46.300 --> 00:00:50.609 Her new course teaches you how to use relationship data and your network's 00:00:50.692 --> 00:00:55.060 network to get warm introductions into your dream accounts that would never 00:00:55.143 --> 00:00:58.027 answer your cold call, respond to your cold email, 00:00:58.111 --> 00:01:00.817 or open the gift that you sent to their office. 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 00:01:06.258 --> 00:01:11.271 LinkedIn Sales Now reports, alerts, and scripts that you can use to break into 00:01:11.354 --> 00:01:13.380 more accounts with less effort. 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 00:01:17.803 --> 00:01:21.619 and continue to coach teams on that consistently can get top reps to book one 00:01:21.702 --> 00:01:23.120 in three cold call connects. 00:01:23.260 --> 00:01:25.324 That literally means if you talk to three people, 00:01:25.408 --> 00:01:27.297 you can get one person to agree to a meeting. 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 00:01:31.703 --> 00:01:35.777 into a one-hour dial session and you can leave with a meeting on the books. 00:01:35.860 --> 00:01:40.991 And a lot of people are really, really struggling to generate pipeline book 00:01:41.074 --> 00:01:41.908 meetings. 00:01:42.080 --> 00:01:45.757 Cold email is basically broken nowadays because of all these AI spam bots. 00:01:45.840 --> 00:01:47.877 And you see a lot of teams that are going back to the phones. 00:01:47.960 --> 00:01:52.459 And the key here, folks, is the vast majority of the advice that I give you 00:01:52.542 --> 00:01:57.469 today is going to basically be doing the exact opposite of what most telemarketers 00:01:57.553 --> 00:02:00.137 do when they ask you, how's your day going? 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. 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 00:02:07.134 --> 00:02:07.477 by one. 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 00:02:10.787 --> 00:02:11.757 around cold call opener. 00:02:11.840 --> 00:02:15.148 Part number two is the pitch. And that's where we use something called a problem 00:02:15.231 --> 00:02:18.557 proposition. And then part number three is when you handle objections. 00:02:18.640 --> 00:02:21.780 The way we're going to do that is with what I call the Mr. 00:02:21.864 --> 00:02:23.837 Miyagi method to handling objections. 00:02:23.920 --> 00:02:26.924 And by the way if you read our cold calling book it called Cold Calling Sucks 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 00:02:30.055 --> 00:02:33.059 copies in a year It was the number one prospecting book last year And so this 00:02:33.143 --> 00:02:36.067 is really pulling from a lot of the stuff there but you also hear some more 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 00:02:39.129 --> 00:02:39.567 that I consult 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, 00:02:42.995 --> 00:02:43.727 really simple. What 00:02:43.810 --> 00:02:48.177 their product does is if you have like a million resumes that you need to screen, 00:02:48.261 --> 00:02:48.947 it's an AI bot 00:02:49.030 --> 00:02:53.206 that screens all of those resumes very quickly so that you don't have to review 00:02:53.289 --> 00:02:53.907 all 1 million 00:02:53.990 --> 00:02:57.789 In resumes, you can review the 100 best profiles that actually are qualified 00:02:57.873 --> 00:03:01.767 to work for your company. All righty, so let's turn that into cold call terms. 00:03:01.850 --> 00:03:03.427 So step number one is let's talk about the opener. 00:03:03.510 --> 00:03:06.850 There are two banned cold call openers that you should never use. 00:03:07.270 --> 00:03:09.395 Today's show is brought to you by Responsive, 00:03:09.478 --> 00:03:12.584 which helps sales teams respond to RFPs, security questionnaires, 00:03:12.668 --> 00:03:15.627 and buyer requests faster so deals don't die at the last mile. 00:03:15.710 --> 00:03:20.199 One great way to drive your deals faster is to run parallel processes instead 00:03:20.282 --> 00:03:21.387 of linear processes. 00:03:21.470 --> 00:03:25.561 For example, in vendor review, work with your buyer to kick off legal, 00:03:25.644 --> 00:03:29.914 security, and procurement review simultaneously instead of doing them one 00:03:29.997 --> 00:03:31.190 by one sequentially. 00:03:31.430 --> 00:03:34.215 We built a playbook with our friends at Responsive on different proposal 00:03:34.298 --> 00:03:36.527 accelerators that you can use to close deals faster. 00:03:36.610 --> 00:03:37.910 Grab it in the show notes. 00:03:38.510 --> 00:03:41.247 In your life. And they're the two most common ones that you'll see. 00:03:41.330 --> 00:03:42.987 The first one is how's your day going? 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? 00:03:47.250 --> 00:03:50.189 you know that you don't give a shit how their day is going, 00:03:50.272 --> 00:03:52.187 and they know you don't give a shit how 00:03:52.270 --> 00:03:54.337 their day is going. And so nine times out of ten, 00:03:54.420 --> 00:03:56.607 what you will hear is something that sounds like, 00:03:56.690 --> 00:04:02.610 fine, how can I help you? And that exasperated sigh is code word for, hey, 00:04:02.693 --> 00:04:03.827 I know you're a 00:04:03.910 --> 00:04:07.464 telemarketer, just get on with it, and I'm just waiting to reject you. 00:04:07.547 --> 00:04:08.867 A lot of times, you'll just 00:04:08.950 --> 00:04:12.958 get rejected after that. That's number one. Other one that's even worse is, 00:04:13.041 --> 00:04:14.267 did I catch you at a bad 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, 00:04:19.841 --> 00:04:21.290 if you ask someone, 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, 00:04:24.880 --> 00:04:25.567 yeah, it is a bad 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, 00:04:29.140 --> 00:04:32.465 call me tomorrow. And then they're part of the witness protection program. 00:04:32.549 --> 00:04:34.207 And you will literally never connect with 00:04:34.290 --> 00:04:37.098 that prospect again. And so what we're going to do instead is we're literally 00:04:37.181 --> 00:04:37.887 going to do the exact 00:04:37.970 --> 00:04:42.307 opposite of what most telemarketers do is my goal when I'm opening cold call is 00:04:42.391 --> 00:04:45.227 for them to actually forget that it's a cold call. 00:04:45.310 --> 00:04:48.127 I want them to actually think that I'm like in their warm 00:04:48.210 --> 00:04:51.667 network, almost like I got referred to talk to them. 00:04:51.750 --> 00:04:54.327 And so that's what we call the heard the name tossed around opener. 00:04:54.410 --> 00:04:54.827 Okay. 00:04:54.910 --> 00:04:59.491 There are three steps to nailing the heard the name tossed around opener Number one 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 00:05:04.070 --> 00:05:07.330 thread between that customer and other customers like them 00:05:07.470 --> 00:05:10.207 So, for example, like in this case, when I was selling insurance, 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 00:05:13.806 --> 00:05:16.167 office down in L.A. It's Armand from Northwestern. 00:05:16.250 --> 00:05:17.327 Have you heard a name tossed around? 00:05:17.410 --> 00:05:19.907 And that was like I worked with other people in the same office. 00:05:19.990 --> 00:05:23.327 Like the closer you can get to home, the better. 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 00:05:26.492 --> 00:05:28.423 with other people in the office and they're like, 00:05:28.506 --> 00:05:31.867 I don't know this person and I think they might be trying to sell something. 00:05:31.950 --> 00:05:35.480 They're probably not going to be a complete jerk to you because you work 00:05:35.564 --> 00:05:39.295 with other people in their office or you work with people who share the same 00:05:39.378 --> 00:05:42.947 investor. If you're like, hey, Jane, I work with other people who breathe. 00:05:43.030 --> 00:05:45.007 It's like it's not really close to home. 00:05:45.090 --> 00:05:47.667 They're going to be like, oh, it's like fake personalization. 00:05:47.750 --> 00:05:50.167 So you've got to like find that common thread. 00:05:50.250 --> 00:05:54.365 if you're stuck, sometimes you can combine threads. So you might say like, hey, 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. 00:05:58.592 --> 00:06:00.610 Have you heard her name tossed around? 00:06:00.810 --> 00:06:04.551 Even if they haven't heard your name tossed around, it doesn't matter. 00:06:04.635 --> 00:06:06.027 Like I use this at startups 00:06:06.110 --> 00:06:09.450 where I was the ninth employee and like no one knew who I was. 00:06:09.533 --> 00:06:11.107 I use this when I was 19 years 00:06:11.190 --> 00:06:14.394 old selling insurance and definitely no one knew who I was. 00:06:14.477 --> 00:06:16.567 It's about acting like you should have. 00:06:16.650 --> 00:06:20.528 So the vast majority of time, people will say like, no, like I haven't, 00:06:20.612 --> 00:06:22.230 but like, how can I help you? 00:06:22.610 --> 00:06:27.110 And you'll notice like their demeanor is a lot more positive than the fine. 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? 00:06:30.890 --> 00:06:33.067 And it's because you led with context. 00:06:33.150 --> 00:06:35.447 So if they say no, that brings us to the pitch. 00:06:35.530 --> 00:06:38.207 But before we go to the pitch, there's a chance that they say yes. 00:06:38.290 --> 00:06:39.787 They're like, oh, yeah, I've heard of you guys before. 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. 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 00:06:48.237 --> 00:06:48.507 working 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 00:06:52.430 --> 00:06:52.987 like bring you 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 00:06:57.250 --> 00:06:58.067 a while or oh i'm 00:06:58.150 --> 00:07:01.234 not super familiar but i've definitely like heard the name tossed around and you 00:07:01.317 --> 00:07:01.947 sort of like go to 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 00:07:07.667 --> 00:07:11.247 actually a So the problem with most pitches is they tend to be like, 00:07:11.330 --> 00:07:15.247 we focus, they tend to focus on like what you do 00:07:15.330 --> 00:07:18.247 instead of like what the prospect is thinking about. 00:07:18.330 --> 00:07:21.247 So like, let's say for example, you were looking at like nutrition plans 00:07:21.330 --> 00:07:23.247 or workout plans or something in the fitness space. 00:07:23.330 --> 00:07:30.330 No one cares about your seven day shortcut to shred weightlifting program They care 00:07:31.164 --> 00:07:36.177 about hey I want to look really good during the summer 00:07:36.260 --> 00:07:38.500 without spending all day in the gym. 00:07:38.680 --> 00:07:39.977 That's what gets their attention. 00:07:40.060 --> 00:07:42.917 And so you want to lead with the problem they're trying to solve 00:07:43.000 --> 00:07:48.380 and then just solve the problem in as few sentences as possible. 00:07:48.800 --> 00:07:51.777 This is where marketing teams totally screw over salespeople. 00:07:51.860 --> 00:07:55.437 is like they just stuff them with product knowledge. 00:07:55.520 --> 00:07:58.137 And they're like, this feature produces this benefit 00:07:58.220 --> 00:08:00.380 and this feature produces this benefit. 00:08:00.480 --> 00:08:01.577 It's like we have this dashboard 00:08:01.660 --> 00:08:04.260 that gives you visibility across all your managers. 00:08:04.480 --> 00:08:08.600 And like you end up speaking in product language instead of problem language. 00:08:08.940 --> 00:08:12.100 And so the problem proposition is very simple. 00:08:12.560 --> 00:08:15.097 You're gonna lead with a triggering problem 00:08:15.180 --> 00:08:17.217 that literally gets your prospect to like sit up. 00:08:17.300 --> 00:08:19.237 And they're like, okay, that's pretty good. 00:08:19.320 --> 00:08:23.140 And then you want to solve it in one sentence with a one sentence solution. 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 00:08:27.730 --> 00:08:29.980 friction or an interest based call to action. 00:08:30.140 --> 00:08:31.237 So that sounds like this. 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. 00:08:35.120 --> 00:08:38.597 You want to like describe this problem in like triggering specificity. 00:08:38.680 --> 00:08:39.437 That might sound like this. 00:08:39.520 --> 00:08:43.967 Normally when I'm talking to like other talent leaders in the Sequoia portfolio, 00:08:44.050 --> 00:08:44.477 they like 00:08:44.560 --> 00:08:50.460 are completely inundated with like 3000 applications on the first day that they 00:08:50.544 --> 00:08:51.597 post a software 00:08:51.680 --> 00:08:56.457 engineer job posting. Covey uses AI and takes in like everything that you give us 00:08:56.540 --> 00:08:57.477 around your ideal 00:08:57.560 --> 00:09:02.337 candidate profile and it will surface the top 10% of candidates so you don't have 00:09:02.420 --> 00:09:02.877 to screen 00:09:02.960 --> 00:09:07.212 all of the resumes. My guess is like you're probably totally set but are you 00:09:07.295 --> 00:09:07.897 open to like 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 00:09:12.098 --> 00:09:13.057 cold calling you out 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 00:09:16.699 --> 00:09:17.517 to you by Responsive 00:09:17.600 --> 00:09:20.854 which helps sales teams respond to RFPs, security questionnaires, 00:09:20.937 --> 00:09:24.120 and buyer requests faster so deals don't die at the last mile. 00:09:24.440 --> 00:09:28.659 One great way to drive your deals faster is to run parallel processes instead 00:09:28.742 --> 00:09:29.860 of linear processes. 00:09:30.140 --> 00:09:33.766 For example, in vendor review, work with your buyer to kick off legal, 00:09:33.849 --> 00:09:36.257 security, and procurement review simultaneously 00:09:36.340 --> 00:09:39.580 instead of doing them one by one sequentially. 00:09:39.840 --> 00:09:42.613 We built a playbook with our friends at Responsive on different proposal 00:09:42.697 --> 00:09:44.917 accelerators that you can use to close deals faster. 00:09:45.000 --> 00:09:45.677 Grab it in the show notes. 00:09:45.760 --> 00:09:51.785 That triggering problem, that triggering problem needs to have hairy lollipop 00:09:51.868 --> 00:09:52.820 specificity. 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, 00:09:56.711 --> 00:09:59.927 you're like licking a lollipop and then you dropped it onto a shagra. 00:10:00.010 --> 00:10:02.450 and you held it up to this light right here. 00:10:02.680 --> 00:10:03.820 what would you see? 00:10:04.000 --> 00:10:07.960 You would see like hair and like dust speckles like off of the lollipop and it 00:10:08.043 --> 00:10:12.262 would be disgusting. Like that's the level of specificity that you need when you're 00:10:12.345 --> 00:10:16.460 describing the problem. If the level of specificity that you're using when you're 00:10:16.544 --> 00:10:20.607 describing the problem is like people don't like screening resumes or like doing 00:10:20.691 --> 00:10:23.614 this task takes a lot of time. It's not triggering enough. 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 00:10:27.895 --> 00:10:30.300 where it's like it's like absolutely ridiculous. 00:10:30.383 --> 00:10:33.917 They have to screen literally like imagine screening like a thousand. 00:10:34.000 --> 00:10:37.836 paper resumes like the stack would go this high on top of your desk like it 00:10:37.920 --> 00:10:41.965 is actually laughable to think about it some of this comes through in your tone 00:10:42.048 --> 00:10:46.041 and then with your one sentence solution you don't give too many details about 00:10:46.124 --> 00:10:50.222 your product people don't care what your product does people need to know enough 00:10:50.305 --> 00:10:54.507 about what your product does so that they can believe you can solve the problem so 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 00:10:58.615 --> 00:10:59.660 and this and we have 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, 00:11:10.910 --> 00:11:14.047 and then we only show you the best candidates, 00:11:14.130 --> 00:11:17.687 which solves that problem. It's dumb human language. 00:11:17.770 --> 00:11:22.097 No buzzwords like single source of truth, streamline, optimize, 00:11:22.180 --> 00:11:25.947 all-in-one platform, leading provider of one-stop shop. 00:11:26.030 --> 00:11:30.217 All of these things mean absolutely nothing to your prospect. 00:11:30.300 --> 00:11:33.660 They sound good to your marketing team, but they 00:11:37.480 --> 00:11:41.186 seller is using and so they immediately put you like back in the telemarketer 00:11:41.270 --> 00:11:44.927 category and then lastly don't ask them for a meeting in your call to action 00:11:45.010 --> 00:11:48.765 meetings feel heavy try to ask them for like interest if they're open learning 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 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 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 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 00:12:04.204 --> 00:12:05.704 a specialist which like no one 00:12:07.480 --> 00:12:10.994 Like every once in a while you get a nice deal where they're like, sure, 00:12:11.078 --> 00:12:14.042 that sounds great. I'd love to be. And whenever that happens, 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, 00:12:17.973 --> 00:12:20.888 they still work here? Like did I even call the right person? 00:12:20.971 --> 00:12:24.735 But like sometimes people will say yes. Usually people will be like some sort 00:12:24.818 --> 00:12:28.482 of objection. All right. And so this is when we start to talk about the Mr. 00:12:28.566 --> 00:12:31.480 Miyagi approach to handling objections. What most people do. 00:12:31.564 --> 00:12:33.729 Today's show is brought to you by Responsive, 00:12:33.812 --> 00:12:37.062 which helps sales teams respond to RFPs, security questionnaires, 00:12:37.480 --> 00:12:40.151 requests faster so deals don't die at the last mile. 00:12:40.234 --> 00:12:44.228 One great way to drive your deals faster is to run parallel processes instead 00:12:44.312 --> 00:12:46.929 of linear processes. For example, in vendor review, 00:12:47.013 --> 00:12:49.524 work with your buyer to kick off legal, security, 00:12:49.608 --> 00:12:53.231 and procurement review simultaneously instead of doing them one by one 00:12:53.315 --> 00:12:57.309 sequentially. We built a playbook with our friends at Responsive on different 00:12:57.393 --> 00:13:00.540 proposal accelerators that you can use to close deals faster. 00:13:00.623 --> 00:13:02.000 Grab it in the show notes. 00:13:03.460 --> 00:13:07.561 when they're handling objections is they try to handle the objection. 00:13:07.644 --> 00:13:12.230 They try to fight the objection. And if you've ever had someone try to change 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 00:13:17.346 --> 00:13:18.680 you that you're wrong. 00:13:19.000 --> 00:13:23.415 And that's what most sellers do when they hear an objection. If someone says, 00:13:23.498 --> 00:13:27.504 I'm not interested, they start pitching harder and they're like, well, 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 00:13:32.319 --> 00:13:33.152 using today. 00:13:49.000 --> 00:13:52.729 And that way was not your way. And so when you fight that objection, 00:13:52.812 --> 00:13:55.195 you're fighting the way that they do things. 00:13:55.279 --> 00:13:59.231 And so that's why the first step of handling any objection is to pattern 00:13:59.315 --> 00:14:02.651 break. And you're actually going to agree with the objection. 00:14:02.734 --> 00:14:06.463 So let's pretend that someone gives us a competitor as an objection. 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 00:14:10.975 --> 00:14:12.040 screening approach. 00:14:12.130 --> 00:14:15.046 bot, right? Of which there are many. So I'm gonna say something like this. 00:14:15.129 --> 00:14:18.288 I should have assumed you had something in place because honestly like screening 00:14:18.371 --> 00:14:20.760 thousand resumes would be a huge pain. And I'm not gonna lie, 00:14:20.844 --> 00:14:22.817 like usually when you have a bot in place, like it 00:14:22.900 --> 00:14:25.976 It doesn't even make sense to switch off of it. So they're like, 00:14:26.059 --> 00:14:29.580 is this person not gonna sell me? That's what happens when you agree with 00:14:29.663 --> 00:14:31.752 the objection, is like you release pressure. 00:14:31.835 --> 00:14:34.517 Step number two is you need to incentivize conversation. 00:14:34.600 --> 00:14:37.528 I don't have enough information to handle this objection yet, 00:14:37.611 --> 00:14:40.835 and I need to start to get them talking. When people start talking, 00:14:40.919 --> 00:14:44.834 they tend to feel comfortable. The job of a good therapist is to get their person 00:14:44.918 --> 00:14:47.352 talking. If the therapist is doing all the talking, 00:14:47.435 --> 00:14:50.956 then the person will start to clam up, be like, ah, don't give me advice, 00:14:51.039 --> 00:14:52.539 don't solve my problem for me. 00:14:52.900 --> 00:14:56.543 Part of the reason therapy works is like they get you to talk yourself into 00:14:56.626 --> 00:15:00.319 the right solution. Right. And so we're going to do some like sales therapy. 00:15:00.402 --> 00:15:03.174 Right. here and we're gonna do something really slick. 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 00:15:07.300 --> 00:15:10.450 need to know like at least one trap question per competitor. 00:15:10.660 --> 00:15:12.737 What that means is I need to think of 00:15:12.820 --> 00:15:18.020 what is one thing that my competition can't do 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 00:15:22.777 --> 00:15:27.128 that they come to the answer on their own terms. So in the case of Covey, 00:15:27.211 --> 00:15:31.623 a lot of times someone's existing recruiting software will have like an AI 00:15:31.707 --> 00:15:32.747 bot attached to it 00:15:32.830 --> 00:15:36.486 but it's like pretty crappy. It's like glorified filters, right? 00:15:36.569 --> 00:15:39.582 And there are certain things that you can't look for. 00:15:39.665 --> 00:15:44.372 Like you can't look for like someone who got multiple promotions in a short period 00:15:44.456 --> 00:15:49.046 of time, like trajectory or worked for like certain blue chip type of companies. 00:15:49.129 --> 00:15:52.434 And so I'm just going to like ask that in a trap question. 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, 00:15:57.191 --> 00:16:00.930 I noticed that your team is like hiring a bunch of like software 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 00:16:07.495 --> 00:16:09.070 level nuance of things like 00:16:09.160 --> 00:16:13.385 quick promotions over a certain number of years or worked for like blue chip tech 00:16:13.469 --> 00:16:17.854 companies in this industry or like worked for both big companies and small companies 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 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 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 00:16:31.396 --> 00:16:34.800 in little things like hey just so my team doesn't call you again 00:16:39.160 --> 00:16:42.632 Could you like really tell me like why this thing doesn't work? 00:16:42.715 --> 00:16:46.075 But then I'm like layering in little traps and I'm like, hey, 00:16:46.158 --> 00:16:50.364 like my guess is you can probably see if someone's gotten four promotions in 00:16:50.447 --> 00:16:52.140 the last seven years and like. 00:16:52.360 --> 00:16:55.334 that's something that I know the other competition can't do. 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 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 00:17:03.517 --> 00:17:05.931 part. And that's my opportunity to do step three, 00:17:06.014 --> 00:17:09.599 which is like selling the test drive. Okay. So here's the thing is like, 00:17:09.682 --> 00:17:13.318 you're like right at the finish line. You've sort of like poked this hole 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 00:17:17.579 --> 00:17:21.400 in with like pressure pitch and they'll be like, well, our product like has 00:17:22.360 --> 00:17:25.995 Do all these advanced filters and show you these types of candidates and these types 00:17:26.079 --> 00:17:28.430 of candidates. And immediately the prospect's like, ah, 00:17:28.513 --> 00:17:30.776 sales pitch again. And like you lose the deal. Right. 00:17:30.860 --> 00:17:34.127 And so you never want to sell the product. You want to sell the test drive. 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 00:17:38.331 --> 00:17:41.481 right now. Here's this Tesla that I want you to buy right now. 00:17:41.565 --> 00:17:44.590 You want to be like, hey, I know you've got a car already. 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? 00:17:49.402 --> 00:17:52.742 And nine times out of 10, like people want to take the test drive. 00:17:52.825 --> 00:17:56.684 Like Tesla has sold a ton of cars to people who like never thought they were 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, 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. 00:18:04.652 --> 00:18:07.660 And so if I was selling the test drive at Cubby with Jane, 00:18:07.780 --> 00:18:10.936 I'm gonna say something like this. I'm gonna like, Jane, honestly, like, 00:18:11.019 --> 00:18:14.355 I've noticed like you're hiring some like really awesome engineers and like, 00:18:14.439 --> 00:18:16.875 my guess is you have a pretty refined candidate profile. 00:18:16.958 --> 00:18:20.204 My guess is you're probably not going to switch off of your existing tool. 00:18:20.287 --> 00:18:23.263 But like, are you open to like us running this on one of your roles? 00:18:23.347 --> 00:18:26.638 Because we can filter for a lot of that like human level nuance that you're 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 00:18:30.365 --> 00:18:33.786 see what it looks like. Today's show is brought to you by Responsive, 00:18:33.869 --> 00:18:37.193 which helps sales teams respond to RFPs, security questionnaires, 00:18:37.277 --> 00:18:40.444 and buyer requests faster so deals don't die at the last mile. 00:18:40.527 --> 00:18:44.480 One great way to drive your deals faster is to run parallel processes instead 00:18:44.564 --> 00:18:47.154 of linear processes. For example, in vendor review, 00:18:47.237 --> 00:18:49.723 work with your buyer to kick off legal, security, 00:18:49.806 --> 00:18:53.392 and procurement review simultaneously instead of doing them one by one 00:18:53.476 --> 00:18:57.429 sequentially. We built a playbook with our friends at Responsive on different 00:18:57.512 --> 00:19:00.710 proposal accelerators that you can use to close deals faster. 00:19:01.510 --> 00:19:02.343 at 00:19:03.040 --> 00:19:06.820 And nine times out of 10, they'll be like, yeah, I'll take a look. 00:19:06.903 --> 00:19:10.039 And then once they're in the car, then you can be like, 00:19:10.122 --> 00:19:14.721 so maybe we could talk about financing. Maybe we could buy out your current car. 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 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. 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 00:19:29.261 --> 00:19:32.480 into sales pitches. And the phone is a meeting setting. 00:19:33.240 --> 00:19:35.933 Like get them on an actual call where you can like sit down. 00:19:36.017 --> 00:19:38.016 You're not catching them in between meetings. 00:19:38.099 --> 00:19:41.395 You're not going to get like interrupted by them. Like being like, shoot, 00:19:41.478 --> 00:19:42.827 I got to jump to my next one. 00:19:42.910 --> 00:19:46.005 and then you can actually walk them through a proper sales process. 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. 00:19:49.789 --> 00:19:53.264 One, like we have this entire script template for yourself that you can get 00:19:53.348 --> 00:19:55.732 in the show notes. We have 18 objection talk tracks. 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 00:19:59.705 --> 00:20:01.347 notes. you really like this one, 00:20:01.430 --> 00:20:04.467 We put together an entire cold calling course that walks through 00:20:04.550 --> 00:20:07.500 the opener, the problem prop, the objections, how to manage your day, 00:20:07.583 --> 00:20:11.016 and a million other different things that I didn't cover in this video inside of 00:20:11.100 --> 00:20:13.742 a step-by-step course. And because you're watching this video, 00:20:13.825 --> 00:20:16.511 there's a special discount code down in the YouTube show notes. 00:20:16.594 --> 00:20:19.632 You can go check those ones out. Alrighty, folks, if you like this one, 00:20:19.715 --> 00:20:21.566 it would mean a ton if you liked and subbed. 00:20:21.650 --> 00:20:25.171 This channel is the number one way that we can continue to keep doing content like 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 00:20:28.551 --> 00:20:32.072 in the comments or something like that. We cover all types of cold calling things, 00:20:32.155 --> 00:20:33.855 and I've talked about cold calling 00:20:34.550 --> 00:20:37.240 don't always know what is top of mind for people out there. 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 00:20:41.130 --> 00:20:43.396 want to do like a pitch on or something like that. 00:20:43.480 --> 00:20:46.733 And I'm sure we'll come up with something fun. All right, folks. Peace. 00:20:46.817 --> 00:20:48.848 Today's show is brought to you by Responsive, 00:20:48.931 --> 00:20:51.903 which helps sales teams respond to RFPs, security questionnaires, 00:20:51.986 --> 00:20:54.817 and buyer requests faster so deals don't die at the last mile. 00:20:54.900 --> 00:20:58.436 One great way to drive your deals faster is to run parallel processes instead 00:20:58.519 --> 00:21:00.169 of linear processes. For example, 00:21:04.550 --> 00:21:07.715 review simultaneously instead of doing them one by one sequentially. 00:21:07.798 --> 00:21:11.153 We built a playbook with our friends at Responsive on different proposal 00:21:11.237 --> 00:21:15.187 accelerators that you can use to close deals faster. Grab it in the show notes.