SIMPLIFYING

THE COLD CALL

JOSH BRAUN
Here's a cold call script
that's personal but not
personalized.
PART 1: OPEN
"Lisa, you're probably going to hate me because
this is a cold call. Would you like to fire me right
now and hang up or can I steal a minute?"

PSYCHOLOGY
Labeling negatives defuse negatives. Chris Voss calls this an
"accusation audit".
"Fire me" might make people smile. When you make people
feel good, they're more likely to chat.
It's different than "Hi I'm Bob with ACME," so people aren't
conditioned to associate you with every other salesperson.
PART 2: PITCH
"We’re showing Financial Analysts using Tableau a lesser-
known approach to save about 14 hours a week by
eliminating manual data prep.

PSYCHOLOGY
"Financial Analysts using Tableau" - Proactively addressees the
objection (we're already using Tableau for that).
"Lesser-known" - piques curiosity.
"Save 14 hours a week" - Helps me kick ass. Now I can focus on
analysis which makes me feel more fulfilled instead of copying/pasting.
Less than 23 words before asking a question (next slide).
 PART 3: QUALIFY
"Just out of curiosity, what are you doing to prep data - is it a
manual process - stuff like copy/pasting formulas, creating pivot
tables, are you writing scripts/SQL/R code, or is it automated?"

PSYCHOLOGY
Understand how Lisa is getting the job done to determine IF you
might be able to help.
Uses the prospect's lingo (writing scripts, SQL, etc.).
Doesn't assume everyone is a fit. Allows you to detach from the
outcome which lowers resistance.
Multiple choice question makes it easier for people to answer.
Builds credibility because you know how people get the job done.
PART 4: CLOSE
"The timing is probably off, but would you be opposed to learning
what your options are for potentially eliminating manual data
prep? Not for now, but for the future. Late next week perhaps?"
PSYCHOLOGY
"Timing is off" - Most people aren't in buy-mode when you contact them.
"Options" - Gives people freedom to choose.
"Potentially" - Not assumptive. You don't know about their situation.
"For the future" - Subconsciously tells the brain, "There's no pressure here."
"Would you be opposed" - What Chris Voss calls a "no orientation" question. 
Feels like you're not making a commitment.
"Late next week" - Doesn't confine people to a time. Again this gets back to
giving people freedom to choose.
PART 5: SHAMELESS PLUG
JOSHBRAUN.COM/BADASS

Are you next?