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Becoming A Cold Calling Expert With Wendy Weiss [Episode 130]

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When you think of cold calling, do you think of a dead art form?

In today’s digital world, many say that cold calling is dead – but the experts know that it is very much alive, and can help boost you to incredible success. In this week’s episode, Doug C. Brown speaks with Wendy Weiss of Salesology. They discuss why doing your homework is crucial to cold calling success, why you should narrow your focus, how to find the right language patterns to use when selling, and much more.


In this episode you will learn:

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Episode’s guest – Wendy Weiss

CSS 129 | Cold Calling

Wendy Weiss is the founder of the Salesology®Prospecting Method that generates predictable sales revenue results. Wendy has helped 775 businesses increase qualified appointments and sales faster, more easily and more profitably. She is the author of The Sales Winner’s Handbook Essential Strategies to Skyrocket Sales Performance and Cold Calling for Women Opening Doors & Closing Sales. A former ballet dancer, Wendy believes everything she knows in life and business she learned in ballet class. From warmups to rehearsals, she shows her clients how to perform at their best and close all the sales they need.

Wendy is offering CEO Sales Strategies listeners access to The Salesology® Vault, which is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Learn more here: https://wendyweiss.isrefer.com/go/Vault/CEOsalesstrategies/ 


Becoming A Cold Calling Expert With Wendy Weiss

I’ve got a great guest for you. Her name is Wendy Weiss. Wendy is an expert in the subject of cold-calling. You might be going, “Cold-calling. Is that even done anymore?” Yes. If you’re intelligent about it and you know how to do it, it works great. Here’s the best part. You don’t have as much competition as you used to have in the past. There are not as many competitors there because they’re going, “I’ll try to use social media. I’ll try to avoid people even though I want an appointment with them.”

I’m being a little sarcastic, but the reality is a lot of people are saying cold-calling doesn’t work and that is absolutely not true. As Wendy and I will talk about, because she’s done this now for over 800 clients, she’s learned a few things, what works and what doesn’t work. We’re going to share those secrets and insights on this call. Without further ado, let’s go speak with Wendy right now.

Wendy, welcome to the show. Thanks so much for being here.

Doug, thanks so much for inviting me to be here.

I appreciate it. I’m excited to have our conversation because I’ve talked to so many CEOs of businesses and business owners. I talk to independent sellers whether they’re B2B or some type of corporate rep, consulting, or coaches. They’re all asking the same question every single time I bring this up. A) How do you want an appropriate cold call made to you if you’re the recipient? B) If you’re making the cold call, how do you make an appropriate cold call to the CEO or the business owner?

You’re an expert in this field so I’m grateful to have you on here. Let’s dive in. Let’s say with the person making the phone call, what is an appropriate phone call? In the old days, this is how we used to do it. You didn’t have the internet and all this electronic communication. After the pandemic, things have shifted a little bit. How does one make an appropriate cold call now?

When I started my business many years ago, I started doing business development on behalf of my clients. They’d give me a big book. I had my phone and a little box with index cards. I wrote the leads on the index cards and things changed. People often say, “Cold-calling doesn’t work now.” It works really well. It just doesn’t work the way it used to.

There’s so much information that is available about a prospect before you ever talk to them that it’s criminal not to do your homework and find out what you need to find out before you ever reach out to a prospect. There’s also so much technology and automation that enables you to reach out faster and more easily to keep track of what you’re doing. It’s a different world than it used to be, but if you do it well, it’s life-changing.

Let’s talk about the homework component of it because I know people who don’t do any homework. They come and talk to me and go, “I’m not doing well at cold-calling.” No kidding. You don’t know anything about the person you’re calling. You’re better with a blind date in some cases because you at least have somebody introduce you. How does somebody do homework now?

And, Wendy, I have to say this because sometimes we have younger folks who tune in to this. An index card, if you’re not aware of what it is, think of it as a sticky note but a little bigger with white blank space on it or lines. We used to write our information. I remember doing the same thing. We would have these categorized in boxes just like it used to be at the library when I was growing up.

They used to call them card catalogs. I know you’re younger than I am so that wasn’t around when you were there, but I know it was when I was. Index cards, for those who don’t know, that’s what they are. They were a great tool because we could write. As we write, we can write down little notes and things like that. Now, a lot of this is done electronically, but how does somebody do homework then? Firstly, why should they do their homework, which I think should be obvious? After that, how do they?

Why should you do your homework? Do you want to be successful? Yes. Do your homework. Let’s start with the definition of the target. What is the definition of a qualified lead for you in your market with your offering? If you manage salespeople, it’s a good idea to define it for them so then there won’t be any confusion. What are the parameters? Those parameters need to be very concrete. In other words, if you’re in B2B, how large is the company like employee counts or revenue? Is it a particular industry? Do they have to be in a specific geographic location? What’s the title of the person who’s going to say yes to you?

These are all things you have to define ahead of time and you actually want to have a very narrow focus because when you do that, first of all, it’s so much easier to figure out if you’re talking to a qualified lead. If they don’t match the parameters, they’re not a qualified lead for you. It’s also because you then know who you’re talking to, it’s so much easier to create messaging that’s going to resonate. That’s where you start. You have to have that definition of what makes a good lead for you in your market with your offering.

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Cold Calling: By setting the right parameters, it is much easier to find qualified business leads and create messaging that will resonate with them.

We’re speaking with Wendy Weiss from GoSalesology.com. Wendy, you brought up a great point, which is narrow focus. Can you explain a little more about what narrow focus means?

In our coaching programs, we take our clients through a process to define the parameters of what makes a good lead for them. One of the questions we’ll ask is whether we’ll go through all of the hard criteria or the objective criteria. Clients will sometimes say something like, “Any company that has 10 to 10,000 employees. I want to talk to the owner.”

I then say, “You’re talking to the owner of a company that has ten employees. Are you going to say the same thing to that business owner as you would the owner of a 10,000 employee company? Do they have the exact same concerns that the CEO of a 10,000-person company has?” They go, “No.” We have to narrow it down. The real secret to getting good at this is to identify the problem and the challenge that your prospects have that you can help them with and to talk about it the way they talk about it. In order to do that, you have to be very crystal clear about who you’re talking to.

It sounds to me like we’re doing our groundwork like we would in selling anyways but as a marketer would do it too. If I have a $50,000 marketing budget, I’m not going to wing it out there on whatever media and see what sticks. What I’m hearing is, “We’re going to research the ideal target buyer or the person we want to influence the most. We’re going to understand what they want, need, and fear, what their pain points might be, and the opportunities they’re seeking.” We’re going to get to know that as well or better than they know it. We’re going to then be able to introduce that into our conversation initially into the cold call itself. Is that correct?

That is absolutely correct. One thing we did not discuss was my first career. I danced in a ballet company. I was lucky because in between my dance job, like many artists, I needed a day job. I got a job with a telemarketing agency that did business development and they taught me the skillset. Learning the skillset was transformational because a few years later when I was ready to stop dancing, it enabled me to start and build a business. I am on a mission to stamp out the myth of the born salesperson. This myth is there are these people out there and they know what to do and what to say. It’s not true. I’m not a born salesperson. I was a lucky person. I learned the skillset. This is like anything else. It is a learnable skill. That’s the goodness.

A professional salesperson is not born that way – the skills that make them effective are taught and learned. Click To Tweet

Not to challenge, but I do think everyone is a born salesperson. Whether they develop the skills to be a professional salesperson, I think is a little different. I’m born a man. You’re born a woman but that doesn’t make me perfect at being a good guy on a date. I have to learn those skills in order to be able to relate to a woman. If I think and act like a man, sometimes that’s acceptable. If I want to be clear and sensitive to her understanding of what she’s doing in life, I have to do my research on that as well. We will have a much better conversation and relationship most of the time due to that. That’s how I look at it. Would you like to refute that or accept that?

I would say that’s acceptable. I’ll quote the great Russian ballerina, Anna Pavlova, who was very talented but famously said, “No one arrived from talent alone. Work transforms talent into genius.”

That I would agree 100% with. This is the difference between people who are selling, top producers, and 1% earners. It’s that dedication that Pavlova said which gets them from those levels up. I’ve found that children are great salespeople, but if you throw them in front of the CEO of a company, they won’t be that great at that particular role as a business development rep or account executive or whatever title we want to use. It’s because they don’t have the skillset to be able to talk and think like that business owner or a CEO.

What I’m hearing from you is we can’t be a salesperson. We have to understand what our target buyer is thinking, feeling, and knowing. That’s going to put us in a much better relational conversation than if we don’t know it. As I said, with me having a date. If I know how women process things and I can recognize that, then I can process them in the same way. Sometimes it’s about using similar language patterns. Sometimes it’s about shutting our mouths as a man. Men, listen to this. We tend to want to solve problems. Sometimes, and I have learned through trial and error, ladies want us to just listen. Let’s go to a traditional CEO of a company. Let’s say we’re going to call on a CEO. Are there best times to call on a CEO?

I hate this question. Whatever time I say, I know there are people in the audience who will assume that it’s the only time to call. That is problematic. There is certainly research that shows certain days like Tuesday, Wednesday, and Thursday are better than Monday and Friday. However, I have a client who calls very high-level executives at very large organizations like Bank of America. He has found counterintuitively that the best time to reach them is after 2:00 on Fridays.

Because every market is going to be different, the best advice that I have is rather than asking me or asking you or reading some study, if you are making calls and you track what you’re doing, after a few weeks, you are going to know when is the best time to reach prospects. It will be very apparent. The problem is most people don’t track what they’re doing.

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Cold Calling: If you keep track of the calls you are making, you will know the best time to reach out to prospects.

I’d like to go to that because you’ve helped almost 800 clients, if I remember correctly, with this particular issue about cold-calling. I’m sure you’ve learned a few things and more that people are going, “What’s right for me?” I threw that question out and I’m so grateful you came back and responded that way because some people go, “The best time to call is 7:00 in the morning. Every single CEO is bright-eyed and bushy-tailed at 7:00 in the morning.” No, not really.

Do a little research or ask these people. I’ve done that. I’ve called people saying, “I’m not making a cold call. I just want to know, in the life of a CEO like you, what time should I be calling upon your competitors or constituents?” Sometimes they tell me. How do you recommend somebody figure this out? I know you gave a little information earlier, but is there a pathway to this or is it trial and error?

The problem with asking one CEO is that it’s only one CEO. If you call me at 7:00 in the morning, I’m not going to be happy with you, but I’m sure there are other CEOs who pick up the phone and they’re happy to talk. The challenge is you cannot extrapolate from one conversation with one human being to everybody else in the entire world. What you need to do is track. It’s data. With internet marketers, as you were saying before, people who are successful at marketing do not say, “I have a $50,000 budget so I’m going to send out a bunch of emails and do a bunch of stuff and see what happens.” They test, track, do a small sample, and then see what the results are. Maybe they tweak it and then they do another small sample. We need to do the same thing.

One of the questions I’m asked a lot is, “Wendy, what should I say if the prospect says they’re not interested?” If everybody that you talk to says, “I’m not interested,” that means they don’t think you’re saying anything interesting. Say something else. That’s what we do. Part of what we do with clients is help them write scripts. We can talk about that. We help clients write scripts and you try it out. There’s a methodology for writing the script too, but you try it out. If it’s not converting, you tweak it and you try something else. Suppose you’ve got a good list because you’ve done your homework. You’ve done that very narrow focus and clearly defined who you’re reaching out to.

I’m going to play high ego strength sales guy at this moment on the other end. “Wendy, I call people. They’re going to answer the phone and be happy because I’m a good guy. I’m going to reach out and be that guy that everybody loves me once they get to know me. I should be successful. I don’t need to test this out. Do I? I don’t need scripts. Why would I need that? I’m good off the cuff.” What would you say?

First of all, I’d say, “Good luck,” and then I would say that lots of times, people don’t understand what a cold call is. A cold call is your introduction. You have to get them to talk to you. Once they say, “Yes, I’m willing to talk to you,” then they can get to know you. If they do not want to engage with you in any way, shape, or form, they’re not going to get to know you and then it won’t matter that you’re a nice guy. That’s the first thing.

Cold calling is your introduction to people. It is the way to engage with prospects and let them know who you are. Click To Tweet

The second thing is I’m going to let our audience in on a little secret. Everybody uses scripts. This is what I mean. Our audience, people tuning in now, you probably have an elevator speech. A way that you typically introduce yourself to a new prospect, whether it’s a cold call, you’re going to a networking event, or even online, you have a standard way that you introduce yourself. It might not be written down, but if you’re pretty much saying the same every time you introduce yourself to a new prospect, that’s a script.

You probably have certain questions that you get asked all the time or certain objections that you hear all the time. You got standard answers for those questions or standard responses for those objections. They may not be written down, but if you’re pretty much saying the same thing every time, that’s a script. The question is not, “Should you use the script?” because everyone is using scripts. The right question is, “What happens when you use your script?” I would argue if prospects will not engage, they hang up on you and say, “I’m not interested,” they don’t return your phone calls, or they don’t respond to your emails, your script doesn’t work.

There’s going to be some percentage of that. Your script is not going to be 100% every single time, is it?

The script is not going to be 100% every time. The numbers roughly depend on the market. If you are dialing the phone, the basic numbers we track are dials, conversations with decision-makers, and appointments scheduled. If you’re dialing the phone, depending on the market, it could be anywhere between as low as 2% and as high as 20%. It depends on the market. Out of that, you are looking for a conversion of a minimum of 20% of those conversations into qualified appointments or with decision-makers. That would be a minimum number. We have people who are converting at much higher numbers. That’s the minimum and then using the right technology enables you to talk to more people.

Let’s take the 20-20 thing. If I make 100 calls, I get 20 points and I’m going to close a minimum based on those numbers. I can do that for a week. How do I start the introduction? I pick up the phone, I’m nervous, I’m going to call. I’m confidently nervous, let’s put it that way. The person picks up and what’s the first thing that comes out of my mouth?

Before you dial the phone, going back to the homework, go to some of your clients and interview them. The questions that you want to ask are, “What was going on before you started working with us? How are things going now? How do you feel about that?” Those are the questions. Guess what the questions are that nobody will ask when they’re doing the interview. Guess what the two questions are?

I wonder. Could it be what you just said?

Nobody wants to ask the “How do you feel about that?” question, but that’s the important question. If you are talking to your clients and they say to you, “I was so frustrated. I was tearing out my hair.” Whatever it is about this thing, you’ve got a ready-made value proposition. We specialize in working with CEOs of companies that are tearing out their hair because, and I could pretty much guarantee you, there are a lot of your competitors making calls and saying that. They are saying things like, “We have this feature.”

We’re speaking with Wendy Weiss from GoSalesology.com. Wendy has worked with almost 800 clients that I know of based on our conversations, teaching them how to set appointments and do cold calls. I’m so grateful you’re here. I want to go back to tearing out my hair because firstly, you can see I don’t have any. I didn’t tear it out, it fell out. My point being is a lot of people seem to want to sanitize the language of their market. If you’re hearing that from your target buyers over and over and they’re using these language patterns, what I’m hearing is, that you, as the cold caller, should use those language patterns.

The idea is when you do these interviews with clients, you want to capture their language. If you hear the same thing from a number of different clients, it’s a good bet that this is a very common frustration problem or challenge. When you use this language, what we’re going for is not, “Another salesperson called me now.” It’s not that. We’re going for, “I like Doug. He gets me.”

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Cold Calling: When interviewing clients, be sure to capture their language.

I want to go back to scripts for a second. If I’m calling and I have this script, what I have found is people sometimes use scripts verbatim even if they’re thrown-off scripts. What would you say to people? For example, I think you defined it perfectly. A script is something we’re consistently saying anyway. The ones that work, we keep using. The ones that don’t work, we discard, adjust, test, and try a different one.

I found sometimes people, especially some companies say, “You cannot go off script.” I had a client where I looked at their script and I was like, “This doesn’t make any sense.” I started testing with one of their closers and all of a sudden, their close rate is going up 14% by taking them a little off the script. Not radically off the script, but introducing some new concepts. The owner came back and said, “Everyone has to be on this script.” I was like, “If you want a lower close rate, that’s fine.”

Some people are purists when it comes to scripts. I think a script should be something that is a base that we use. I used to do theater as well. Sometimes actors forget their lines. If you’re consistently on script, you won’t know what to say. Sometimes we have to improvise a little bit. What do you think about that in cold-calling? The person on the other end that we’re cold-calling, they don’t know what their part of the script is. Sometimes they’ll zig or zag. How do we use a script in that capacity?

I’m going to give you a two-part answer. The first part is prospecting and selling are two completely different skillsets. You’re going to have a script for prospecting and you might have a script for closing. The script for closing is probably going to be a lot more complex than the prospecting script. The thing that’s unfortunate actually is that prospecting is often taught as a subset of selling, but it’s completely different. It’s like dating. If you want to go on a date with someone, you’ve got to ask them. If they say yes, then you go on the date.

Prospecting is like getting their attention and asking for a date. Selling is like going on a date. It’s two completely different skillsets. The first, on a cold call, you’ve got to get their attention and their engagement. They have to agree to talk to you. Once they have agreed to talk to you, it’s a different situation. I would say in terms of the prospecting script, you pretty much want to stick to the script if you see your goal as setting up an appointment.

Here’s my definition of the word appointment. The prospect agrees to talk to you. I don’t care where that conversation happens. Maybe you’re going to get in your car and go see them. Maybe you’re going to do a Zoom call or do everything over the telephone right then and there. You have to get the agreement, “Yes, I am willing to talk to you about fill-in-the-blank.” That’s very straightforward.

I have a client. He has three business development people. All setting appointments for him. That’s their job. They do not sell. They set appointments. One of them keeps thinking he’s on the phone to talk to people. He sets almost no appointments. Everybody else is setting a lot of appointments but this particular salesperson engages, tries to be consultative, and does all of the things that people tell you you’re supposed to do when you are selling. He is not selling. He is setting up an appointment for the owner, except he’s not.

I love how you put this. Prospecting is like dating. We are going to reach out. This is a big mistake. I see this all the time, Wendy. I agree with you 100%. People are trying to make a close on a cold call for sale in which they don’t even know whether the prospective buyer needs or wants it. They can even fulfill what the person is looking for but they’re trying to close the deal before they get to the date which is the next step. That is the selling process.

I think that is a critical component. I would challenge anyone on this phone to look at what they’re doing and when they’re making cold calls. I’d like your feedback on this. I have found that people are averse to cold-calling because they don’t understand that one concept. This is not them trying to sell something. This is an introduction to see if there’s a relationship that can be built to have a conversation.

There are a lot of different ways that one can meet a prospect. Picking up the phone and introducing yourself happens to be one of the ways. It’s a very powerful way. I’ll also let our audience in on a secret because everybody thinks that cold-calling is dead. Your competitors probably aren’t calling your prospects. You’re way ahead of the game if you’re picking up the phone and talking to them. You are not calling them up and saying, “Give me your card.” You’re just saying, “Hi, I’d like to have a conversation with you. I’d like to introduce myself.”

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Cold Calling: If you are picking up the phone and introducing yourself to your prospects, you are way ahead of the game than your competitors.

How critical is the first line or two that comes out of our mouths when we’re making a call to somebody we don’t know?

It is pretty darn important because that’s when they decide if they’re going to talk to you or not. It’s a combination of what you are saying and also how you are saying it. This is where your acting skills come in handy. When I got that telemarketing job all those years ago, they used to hire actors because actors could read scripts and sound very lifelike. There has to be a certain level of energy, assurance, and confidence in your voice. You need a strong value proposition that is not, “We do this and we do that. Here’s a very special feature.” Our customer service is great. It’s got to be, “What’s the problem?” We all know that expression is what keeps them up at night. Figure out what keeps them up at night and put that in your first sentence if it’s something you can solve.

I’m going to act like I don’t know much. Do I go, “I’m Wendy” and come out with it? Do I finesse a little like, “Hi, Doug, I’m Wendy. We don’t know one another and this is a cold call. Could I tell you about what I’m doing? Give me 30 seconds to bounce some highlights off you. I’ll see if you’re interested. If not, I’ll wish you the best day you’ve ever had in your life.” Which way is better to go?

I’m not a big fan of that. I’m a New Yorker. I think you could get to the point. When you call up a prospect, there are two things they want to know. They want to know who are you and what you want. The faster you get to those two points, the easier it is. You introduce yourself and you’ve got that value proposition that talks about the challenge that you fix. You can give an example if it’s short. That’s like, who you are, and then what do you want? If you want an appointment, ask for it.

Becoming A Cold Calling Expert With Wendy Weiss [Episode 130] Click To Tweet

“I’m Doug from this company. I’m calling because CEOs are experiencing XYZ. I want to know if you’re experiencing XYZ.” Is it that type of formula?

I would say something more along the lines of, “We work with CEOs in this particular industry. They are tearing out their hair because they’re so sick of fill-in-the-blanks. We’ve been doing this for 25 years. For example, the CEO of ABC company had this problem. We helped fix it. I’d like to introduce myself and I need 10 or 15 minutes, anytime that works for you. Can we carve out some time next week or is the week after better?”

What if they say, “Tell me more?”

“I’d love to. What does your calendar look like?”

Notice, ladies and gentlemen, he, she, and they listening to this. She did not tell me more. She’s going for the appointment. That goes back to what you were saying about prospecting is like dating. We want to set a time so we can go out on the date.

Exactly, especially new people. A prospect will throw them a curve ball and say, “Do you do this? Can you help me with that?” Lots of times, what a new person will say is, “I don’t know but I’ll find out and I’ll call you back.” Don’t do that. Say, “That’s a great question.” Whoever it is you’re setting the appointment for, “That’s exactly what Doug would like to discuss with you as it relates to your situation. What does your calendar look like?” After you set the appointment, you go ask Doug, “They asked me this question. What’s the answer?” If the answer is, “No way. We don’t do that.” You call them back and apologize. Otherwise, you’ve got an appointment.

What if they’re not setting for Doug but they’re setting for themselves and somebody asked them that same question?

I would go for the appointment. “That’s a great question. Let’s get together and talk about it. What does your calendar look like? If this week is not good, how’s next week?”

Is it fair to say, “I believe I can help you with that, but I would need more time to explore this. Let’s set an appointment.”


What I’m hearing is a recurring theme coming through our whole conversation, Wendy, which is we need to know them better than they know themselves, their challenges, their problems, and their opportunities. We are setting only one function up when we make a cold call, which is to get to know each other for a short period of time and set a time to talk and date.


This is probably the biggest mistake, I agree with you, that people make when they’re cold-calling. They try to establish this grandeur, “I’m great. My company is great. We’re great. You should listen to me.” They’re trying to go into a selling process versus, “I just met you. Are you interested in hockey? I like hockey. Let’s set a time and talk more about hockey.” That’s pretty much the basic form.

That’s pretty much it. Going back to the dating analogy, if you met someone and you said, “What are you doing Saturday night? Would you like to have dinner with me?” That’s one way you could do it or you could say, “What are you doing Saturday night? Would you like to have dinner with me? How many children do you want to have? Do you believe in long engagements? I’d like you to meet my family. When can I meet your family? What’s your favorite color?” You’re probably not going to get that date.

Occasionally, you will get that one person who goes, “I have been looking for you forever.”

Yeah, maybe, and then run.

That’s going to be like 1 in 1,500, 2,000, or 5,000 people who are going to say yes to that date. What I’m hearing is that we’re going to close the gap on the odds and keep to that specific formula that we talked about and set the appointment so then we can get to know that person deeper.

I have an in-depth conversation with them because you can’t sell anything until you’re able to have an in-depth conversation. You might need several conversations, but it starts by getting that appointment. Again, the definition of the appointment is a prospect agrees to talk to you.

This has been fantastic, Wendy. I appreciate you being here on the CEO Sales Strategies show. If people want to get to know more about you or more about the company or find out about what you do more, how do they do so?

Thank you for asking. Please do visit us at GoSalesology.com. I also invite you to listen to our podcast, which is the Salesology® Conversations with Sales Leaders. There’s going to be a special podcast with Doug coming up soon. I also invite you to visit The Salesology® Vault because when we do the Salesology® Conversations with Sales Leaders Podcast, about every guest that I’ve interviewed has a gift for our listeners. We have put them all together in one place. We’ve put them in The Salesology® Vault. You could go in, take as many gifts as you want, and then come back every week because every week we have a new podcast. Every week when we have a new podcast, we have a new gift and we put it in the vault.

Once again, thanks for being here. I’m grateful you’re here. Thanks for bringing your A-game. I appreciate that as well.

My pleasure.

What did you learn? Hopefully, you learned you’ve got to do your research. That means you’ve got to step back a little bit and you’ve got to look at things and say, “What’s going to work? What doesn’t work? What is my market talking about now? What do they fear? What do they want? What do they value? What are the opportunities they’re looking for? What are the pains and frustrations they might be facing?” Don’t forget the opportunities. A lot of people are looking for opportunities now, even though pain still sells, which is my next point. You’re not looking to sell on this call except to get an appointment.

As Wendy said, and I thought she did an excellent job. Prospecting is like setting a time for a date. You’re not going out on the date yet. That’s selling. What you are doing is you’re setting the frame so that you can set an appointment or a date with someone so that you can go out on the date. That is one of the biggest mistakes that people make when they’re cold-calling. Number two is not being prepared. That means not understanding the ideal target buyer that you are going to call upon better than they understand their own market. In other words, when she said, “Narrow your focus,” it’s important to do that because if you’re calling out on multiple industries and multiple things, it’s difficult to understand what they’re going through.

Third point, don’t sanitize the language. If you hear something coming through, as she was saying, “I’m tearing out my hair,” use that in your appointment setting. Use that in the first line after you introduce yourself and don’t sanitize the language. The big mistake that people make when they’re calling or when they’re actually prospecting, in general, is they want to get all grammatically correct. If people are using certain phrases and it’s something that they’re using over and over again, use it because then they’re going to go, “You understand me?” which creates trust. You want to have trust. That is the big deal in selling. Trust will sell more than any other thing out there.

Again, set the appointment. You’re prospecting not to make a sale, except that sale, if it’s anything, is to set the next time where you can have a deeper exploration on and around that. For the love of whatever, please do not try to turn this into a one-call close if it takes you 45 minutes to actually make the close. That’s another mistake that people make all the time. You don’t have to get derailed. You have to bring them back and continue to go for the appointment.

Of course, objection-handling things will happen, but that should be pretty much in your script because you’re getting all the data. By the way, with data, please understand if you’re analytical or not. I’m more of a creative person, but you still have to do and look at the data and you take from the data because the data doesn’t lie. It’s not subjective, it’s objective. 

If you love this show, I’d ask you to please go up and give it a review. If you can, go up and give it a five-star rating. That would be awesome. I would appreciate that. If you’re an expert yourself and you have some subject matter on how to be a 1% earner or something that you’re dealing with companies and corporations, and you’re an independent seller in any capacity that you’re calling upon people or reaching out to people, if you have expertise in that area on how to help people, reach out to us at YouMatter@CEOSalesStrategies.com. We answer all inquiries.

If you’re interested in being a 1% earner or learning how to think and act and be like a 1% earner, even if you don’t want to be in the top 1% but you want to have that ability and power to be able to do that, I am running a university. It’s coming out soon. Reach out to us at the same email address at YouMatter@CEOSalesStrategies.com. If you’d like a copy of the eBook that I released called The Nonstop 1% Earner and you’re like, “What makes a 1% earner? Who are they? What’s the psychology and the philosophy? What do they think? What do they do?” reach out to www.CEOSalesStrategies.com/1PE.

Wendy is very bright and she’s very skilled in the subject of cold-calling. Until next time, this is Doug C. Brown with the CEO Sales Strategies saying go out and sell something. Sell a lot of it. Sell it for value-based pricing. In other words, get profit off this thing. Make it win for you. Make it win for your client. Only play win-win. You win. They win. Someone else wins. That is the best sale out there because it builds trust and expands your sale very easily. Whether it’s internal, external, or getting referrals.

Another methodology of it is expanding the sale, which we teach in our academy and it’s the best type of sale ever. Go out and sell something, will you? Sell it with integrity. Remember, you have the most important job probably in business because nothing moves unless someone sells it. Until next time. To your success.

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