Recently, I changed my cold calling script. And I think it’s working.

Out of 2 connects today, I got 2 leads. And I did it by leveraging some smart psychological principles I learned from Josh Fisher @ Birgo Capital.

  1. Monitor your tone, and sound disinterested.
  2. Get their permission to pitch them
  3. Pitch, then ask if your product/service sounds useful in any way shape or form.

Point #1:

The average sales person sounds artificially chipper and upbeat on the phone.

It repels everyone instantly. Nobody likes to talk to chipper Chaz the novice salesman.

If you sound disinterested, you establish outcome independence implicitly through your tone. You are not needy. And whomever needs the other LESS in a relationship holds power. So you come off as powerful! And people prefer talking to powerful people over needy people.

Don’t confuse disinterested with lazy/stupid. You still need to be articulate, have a commanding phone presence, and smart.

Point #2:

Try opening a call like: “Listen Bob, I’m not even sure if you’re the right person to talk to or if a conversation makes sense. Can I just tell you why I’m calling?

And sound like you mean what you’re saying. Not reading a script. Part of that just comes with practice.

I’ve found that people have to respond “Okay.” or “Sure.”… Without exception.

Of course, part of that is me getting lucky. But I’m pointing out the pattern. It basically sounds so humble and sincere it forces people to give you a shot.

You get their permission, their buy-in, to allow you to pitch. That empowers you in the conversation, and puts you in control.

Point #3:

Once granted permission, Josh Fisher suggests you do a “30 second commercial”. This is your shot to pitch your product or service. Keep it short and sweet.

Afterwards, say something like “… so I’m curious, does that resonate with you in any way shape or form?”

Or “… Bob – does that resonate at all?”

This actually forces them to consider the gray area, rather than automatically reject the proposition.

A sales pitch will rarely immediately resonate and solve an urgent problem. But quite often, it’ll pique a prospect’s interest and resonate with their situation at least a little bit.

And that’s exactly what you’re trying to uncover.

Listen to their response, and see if they give you a nugget of context to work with. Such as:

“Well, we’ve tried another provider in the past but it didn’t work out.” Or:

“I just renewed my contract. I’m set for the year, but you could probably follow-up in October.”

Responses like this provide implicit permission to ask intelligent questions and further qualify the prospect. And by not asking a simple “ARE YOU INTERESTED IN ME SELLING YOU THAT?” after your pitch, you broaden the scope of their potential response to allow for nuanced answers.

Hope this is good food for thought!

Nick