Cold Calling: Don't pitch your solution, pitch the problem

Cold Calling: Don't pitch your solution, pitch the problem

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Why? You'll book 3x more meetings.

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Here's what this sounds like in action:

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👇

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STOP talking about your solution. The prospect doesn't give a sh*t.

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When cold calling, you have one job:

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⛔️ Not to sell the meeting

⛔️ Not to sell your solution

✅ Sell yourself by building credibility (AKA talking about their problem)

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In sales, skepticism is our #1 objection. It's the biggest hurdle we have to overcome on a cold call.

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The way to reduce skepticism is by showing the prospect that you speak with their peers. Show them that a conversation with you won't be a complete waste of time.

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⛔️ Bad way to open:

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"I'm calling you because we sell a contact center solution to a lot of other companies like A, B, and C. I wanted to see if it makes sense to talk about how we might be able to help you..."

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CLICK.

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That intro does NOTHING to show the prospect that you know their world. Or that you understand their problems.

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You don't even get a chance to sell a meeting with an intro like that.

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✅ Here's a much better way to open:

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"I'm calling because it looks COMPANY ABC is trying to deflect incoming calls through chat & FAQ. In our work with contact center leaders at companies like Nordstrom and Bloomingdale's—their #1 goal is reducing cost to serve and inbound call volume, but they can't really dianose WHY customers are calling in. They have no way to address the root cause behind their issues so they can either self-serve or eliminate the problem altogether. How does that resonate with you?"

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This intro builds massive credibility because it so specifically articulates the prospect's status quo.

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That builds credibility. That earns you time.

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~~~

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Make this shift in your cold call approach, and you'll see a 3x increase in conversion rates.

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Agree or disagree with this approach?

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*Source: Gong and 30 Minutes to President's Club

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