Sales

5 Easy Steps to Close Every Cold Call (Plus Examples)

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Sidney Jones
July 29, 2022
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8

min read

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Cold calling is one of the most tried and true channels to effectively sell to prospects.

In fact, according to the RAIN Group, 82% of buyers have accepted meetings with salespeople that initially started with a sales cold call. And 51% of company owners actually prefer to hear from sales reps on the phone over any other channel.

If there’s so much opportunity on the phone, why do 63% of salespeople say cold calling is the worst part of their job?

Cold calls tend to get a bad rep because a lot of salespeople don’t know how to execute an effective call and get the most value out of this channel.

We want to put an end to the myth that cold calling is dead, and empower you with our 5-step framework for executing perfect cold calls– RCVSIC.

RCVSIC is an acronym that stands for–Research, Compliment, Value Proposition, Social Proof/Credibility, Introduction, and Call-to-action.

If you’re tired of bombing on your cold calls, then leverage RCVSIC every single time you make a call, and you will lock in that appointment or that call-to-action that you’re looking for…

1. Research

You always want to find out as much as you can about the prospect before you ever call them.

There are several areas you can do research on, including…

  • Company website (check out the Recent News section and the About Us section)
  • Social media (LinkedIn, Facebook, Twitter)
  • The product or service the prospect provides
  • Recent accomplishments
  • Pain points
  • Mutual connections

Research is so crucial because when you fail to do your homework, you sound like the millions of mediocre salespeople out there. Additionally, if you don’t have a clue who you’re talking to or what they want, you aren’t going to be able to deliver relevance and connect their pains and goals to your solution. Instead, you’re going to have to resort to what a lot of mediocre salespeople do, which is overload the prospect with product features, and pray that something strikes a chord.

Plus, because everyone is online in some capacity, it’s easy to do research and find the info you need to make a personalized cold call. It shouldn’t take more than two minutes to find some valuable info.

You can research the prospect using LinkedIn or Google. And if you want to get contact information that is verified in real-time so you can successfully send a message worth responding to, use Seamless.AI (it’s completely free to sign up).  

2. Compliment

Once you do your research, and you’re ready to call your prospect, come out the gate (within the first sentence) with a researched compliment. Something along the lines of…

Hey Paul, I’m a big fan of what you’re doing over at Company X. Congrats on the promotion!

There’s lots of amazing milestones companies and prospects are achieving across industries, and they’re being loud about it. So when you do your research (back in Step #1) paying a specific compliment should be easy.

Paying a compliment is an EXTREMELY effective way to warm up a cold prospect because people love being recognized for their accomplishments.

Your prospect will be impressed that you went the extra mile and did your research on them, and they’ll give you more time on the phone.

3. Elevator Pitch & Value

Once you break the ice with a researched compliment, next, you want to deliver a compelling pitch.

The pitch is where a lot of salespeople make mistakes because they make their pitch all about the solution they sell. Making your pitch about the solution only puts the prospect to sleep because no one wants to hear about features. People want to know what your solution is going to do for them.

Thus, in order to deliver a value-driven pitch, you need to make it 100% about the prospect, their pains, and their goals.

The structure for a value-driven pitch looks like this: We help X do Y without W or Z.

Where…

X = Persona

Y = Desired Result

W = Pain 1

Z = Pain 2

Again, instead of selling features no one cares about, this pitch is all about what your solution can do for your target persona– the pains your solution resolves and the results it delivers.

As a word of warning– only pick one persona. One title. Don’t try to draft a pitch that appeals to everyone because your pitch will sound generic and fall flat.

Here’s what steps 1 through 3 look like in action…

Hi Janet,  

I love the work you’re doing over at Marketo.

Congratulations on being acquired by Vista Equity.

I heard you guys are focused on massive growth because I saw that Vista Equity and your management team are hiring 400 new salespeople. Congratulations!

With this, you’re complimenting the prospect and showing that you’ve taken the extra effort to research them (bonus points!).

Next, deliver a compelling, value-driven pitch…

I’m reaching out because we help digital marketers acquire new B2B customers without increasing the cost per acquisition or the media budget.

Now you’ve broken down the wall and piqued the prospect’s curiosity.

4. Credibility

Once you deliver a pitch, it’s the prospect’s turn to divulge (because you should be having a  conversation on a cold call, not out-talking the prospect).

Ask qualifying questions to gauge whether or not the prospect is a fit for your solution, like:

  • What issues would you like to solve?
  • What solutions have you tried in the past?
  • What could have been better with past solutions?

As soon as you learn more about your prospect and their needs, deliver social proof like testimonials, case studies, and results.

Something like this…

We helped Janet at Marketo go from  $0 to $1.1M ARR in 14 months.

Social proof is critical to showcasing your expertise in your industry, and it’s incredibly persuasive because they let the prospect see for themselve how you’ve helped people just like them (with the same problems) accomplish the goals they need to grow their business.

5. Call-to-action

You don’t want to go through all these steps only for the prospect to reject your solution right at the end of the call.

To avoid this from happening, don’t let the conversation fizzle out by begging the prospect for their business and giving them the reins in the conversation.

Instead, continue to assert agency by delivering a SINGLE call-to-action (CTA) that pushes the sales process forward.

You want to have confidence with your CTA and assume that the prospect is at worst, interested in learning more about your solution, or at best completely sold.

There’s a number of CTAs you could drop…

  • You could ask your prospect to buy your product
  • Book an appointment
  • Sign up for a free trial
  • Call you back
  • Etc.

Whatever you end up choosing, only drop one CTA. If you bombard a prospect with several CTAs they’ll feel bewildered and likely won’t do business with you.

Here’s an example of an assertive call-to-action…

Does 8AM or PM tomorrow or the following day work for you for a 10-minute chat?

This CTA is great because it leaves the window of opportunity wide open for the prospect. You’re giving them a 12-hour window to work with, and you’re promising them that the chat will be brief. Everyone has 10 minutes. If a prospect can’t find a time slot in this scenario, then they weren’t interested to begin with. So this CTA does a good job of weeding out the prospects that are just stringing you along.

A Quick Note About Gatekeepers

When you cold call, more often than not, you will get the gatekeeper first before you speak to the prospect. As a reminder– don’t be rude or dismissive to gatekeepers. It makes your company look bad.

Instead, treat gatekeepers like the gold they are because you never know the role they may play in the final decision on your solution.

So if you get a gatekeeper, work on immediately establishing trust and credibility with them (get on their good side). And “play dumb” with them. Ask for their help…

My apologies! Something clearly went wrong on my end. Would you mind telling me who’s the right person I should speak with?

People naturally love to help others, so they’ll gladly give you the information you need.

And if you can, try to get around calling the gatekeeper (Is there a dial-by-phone directory?)

Go above the gatekeeper! (Who’s the decision maker they work with?)

Or you can go to the person below them for a familiar name to reference.

RECAP

  • Research the prospect (their company, social media, recent achievements, pain points) ahead of the call to avoid sounding like a generic, dime a dozen salesperson
  • Deliver a researched compliment within the first sentence to catch the prospect off guard and buy more time
  • Give a value-driven pitch that focuses on the persona of the prospect and the results your solution delivers
  • Establish credibility by dropping social proof (testimonials, case studies, etc.) of people just like your prospect who achieved major results with your product or service
  • Close your call with a singular call-to-action that moves the sales process forward
  • If you get a gatekeeper, be polite, make a positive first impression, and get them on your side. Use Seamless.AI to get direct dials and avoid gatekeepers in the future.

This is RCVSIC, in a nutshell. It’s the only framework you need to warm up every prospect on a cold call and close every time.

Start leveraging this framework today, and you’ll quickly find out why calls are still one of the top sales channels.

If you want more plug-and-play cold call scripts using RCVSIC, click here.

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