SMART Sales System - Module 6: Cold Calling

Module 1: Introduction to SMART
Module 2: Consultative Selling
Module 3: Building Your Consultative Sales Message
Module 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses
Module 5: Managing the Sales Process
Module 6: Cold Calling
Module 7: Email Prospecting
Module 8: Voicemail Strategy
Module 9: Getting into New Accounts
Module 10: Dealing with Objections
Module 11: Getting Around Gatekeepers
Module 12: Qualifying the Prospect
Module 13: Closing
Module 14: Networking
Module 15: Prospecting on LinkedIn
Module 16: Improving Mental Strength

One of the most difficult tasks
Very small window of time
A lot of information to share
Prospects can be difficult
Never know what direction a call can go

Cold Call Process
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

INITIAL CONTACT
CONVERSATION
EXPLANATION
ICE Sales Process
I C E

I
C
E
FORMAT
• Cold calls
• Cold emails
• Networking
• Inbound calls
• Inbound emails
• Website chat
• Social media
STRUCTURE
• 2 to 5 minutes
• 80% on prospect
• 20% on you
GOALS
• Pre-Qualify
• Build interest in
talking
• Close for conversation
QUESTIONS
• Pain
• Current State
INITIAL CONTACT

Opening the Call
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS

Establish the call
Not to sell the product
Buy a short window of time
Minimize guardedness
Goals

Don’t Sound Like a Salesperson

Focus on the Prospect’s Interests

It invites an objection
Power through until told otherwise
Don’t Confirm
Availability

Identifies how busy the prospect is
Buys you a window of time
Builds rapport
Confirming
Availability

Is this a good time to talk?
Did I catch you at a bad time?
Are you busy right now?
Do you have a minute to talk?
Do you have a few minutes?
Have I caught you in the middle of anything?
How to Confirm

Gets a more accurate read
More familiar, less sales-ish
Pattern interrupt
Creates rapport
Have I caught you
in the middle of
anything?

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
How are you doing today?
Don’t say this

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Hello, [Contact’s Name]. This is [Your Name] with [Your Company]. Have I caught you in the
middle of anything?

I am fine. It depends. I am not available.

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Yes, but I am OK.
No, I am fine.
It depends. Why are you calling?
What is this call in regards to?
Advance to Purpose for the Call

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Yes, I am in the middle of something.
I am busy right now.
I am not available.
Response:
Oh, OK. I can be very brief, or I can call you back at another time. Which do you
prefer?
or
Oh, OK. When is the best time for me to call you back?
Deflect Objection

• Introduce yourself and your company
• Schedule an appointment or meeting
• Learn about the prospect’s needs
• Share details about the product that you have to offer
• Sell your product to the prospect
Sounds like a salesperson
Focus is on the salesperson’s interests
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Don’t say anything like this

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that I have been researching your business and found
some areas where we might be able to help to…..
Discuss Research

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that I have been talking with Mary Thomas and we
discussed how you all are currently using a manual process for clustering. We help to
automate that.
Internal Referral / Name Drop

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we spoke 6 months ago and you mentioned
having issues with data processing time. I wanted to check back in and follow up with
you.
Previous Call Follow-Up

VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
Small businesses
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
• How important is it to get more revenue out of your
website traffic?
• How important is it for you to improve your website
conversion rates?
• Do you need to increase website traffic and visitors?
CURRENT STATE
• Do you currently have a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business
NAME DROP
NAME DROP
• We worked with an accounting firm and they needed to
generate more leads online.
• To solve this we helped them to redesign their website.
• This helped to them to convert more traffic into leads.
• This ultimately helped them to increase the amount of
revenue they were generating through their website.

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
Value Points

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that we work with small businesses and they often
have a:
• Need to increase website traffic
Pain Points

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Great. The reason for my call is that:
• We worked with an accounting firm and they needed to generate more leads online.
• To solve this we helped them to redesign their website.
• This helped to them to convert more traffic into leads.
• This ultimately helped them to increase the amount of revenue they were generating
through their website.
Name Drop

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Sales Takeaway

Sales Takeaway
• Opposite of trying to get the prospect to move forward
• Express doubt in fit or justification
• Opposite of what most salespeople do

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
• I don't know if those are areas that you want to improve.
• I don't know if you are concerned about any of those areas.
• I don't know if we can help you in the same way or not.
• I don’t know if you are the right person for me to speak with.
Soft Sales Takeaway

PUSH
PULL
Great. The reason for my call is that we help
small businesses to increase the revenue
generated through their website.
I don't know if we can help you in
the same way or not.

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Questions
If I could ask you real quick.

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Questions
• How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
• Do you need to increase website traffic and visitors?

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Current State
• Do you currently have a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?

3 Categories for Answers
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Neutral Response: Things are OK or prospect
does not know
Cold Response: Everything is good/great
Hot Response: There is a problem/pain

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Well, it sounds like you all are doing pretty good.
Advance to Pain Points
Well, based on what you shared, it might make sense for us to talk in more detail
because that is the type of thing that we help with.
Skip to Product / Company Info

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Points
We work with a lot of small businesses and they often have a:
• Need to increase website traffic
Are you concerned about any of those areas?

INTRODUCTION
QUESTIONS
SALES TAKEAWAY
PAIN POINTS
Well, based on what you shared, it might make sense for us to talk in more detail because
that is the type of thing that we help with.
Advance to Product / Company Info
Well, it sounds like you all are doing pretty good over there. It might not make much sense
for us to talk.
Begin to walk away
CLOSE
Go Back to Questions
Actually, if I could ask you real quick.

Product
I am with XYZ Corp and we provide web design services:
• Design and build websites
• Graphic design
• Copywriting
Some ways we differ from other options out there are:
• We only work with accountants
• We use AI to develop the optimum website layout
• We guarantee results
A little more about us:
• Won design awards 5 years
• In business for 30 years
• Woman owned business
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Name Drop
• We worked with an accounting firm and helped them to do a complete refresh
of their corporate website.
• This helped to improve how they told the story of what they do and the
services they provide to website visitors.
• After only 6 months, they increased the number of leads that they were
generating through their website by over 500% and increase their overall
revenue by 20%.

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Close

INITIAL CONTACT
CONVERSATION
EXPLANATION
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Cold Call Close
But I have called you out of the blue and I am not sure if this is the best time to
discuss this.
Are you interested in discussing this a little more?
Are you available for a brief 15 to 20-minute call where I can share some
examples of how we have helped other small businesses to:
• Increase the revenue generated through their website
Are you available on Tuesday or Thursday morning? Or are you available to
continue talking about this now?

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Confirm and schedule meeting
Go back to Questions
Go back to Pain Points

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SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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SMART Sales System - Module 6: Cold Calling

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