A Better Approach to Cold Calling

According to the RAIN Group, a sales training and consulting firm, 58% of prospects say they currently find cold calls useless. Wow! Are YOU wasting YOUR time making ‘useless’ calls? Here is a better approach to Cold Calling.

What is a ‘useless’ call? 

If a prospect is finding your call ‘useless’, it is a good bet that you are calling people and doing what I call the “F&B Dump”. You are dumping a bunch of information, about the Features and Benefits of your product or services, on whoever is unlucky enough to pick up your call. 

That, or you are monopolizing the call with info about you, you, you.

Or maybe you are just launching into a hard sales pitch.

Or worst of all, you do all of the above!

A better approach to Cold Calling 

A better approach to Cold Calling is to start by confirming who you are speaking with. Make sure they are a decision maker and that they actually have a minute to speak with you. If they don’t, set up a time that works better for them. You are both busy, why waste each other’s time?

Asking permission like this can set you apart from all the other cold callers they encounter and sets you up for a CONVERSATION, among equals.

Make sure they are worth YOUR time 

Once you are speaking with them – not talking AT them or SELLING them, you should have a few, tightly scripted questions you can ask to determine if they have a need for your product or services.

Ask your questions and then really LISTEN to their answers. Use that information to determine if they are worth pursuing. If they are not a good fit, ask for a referral or a recommendation of someone they know who might need your product or services and then exit the call (click here for more on how to ask for a referral)

Make it worth THEIR time 

Another sales study found that 84% of buyers complain that sales reps are annoying in their efforts to convince them to buy.

If prospects are finding YOU annoying (as evidenced by rushing off the call, hanging up or otherwise uninterested in speaking with you) it is probably because you have either rushed to the sales pitch or bowled over them with all your talking.  

The initial cold call is not for hard selling – it is an exploratory call to see if they are a good fit. Going into sell mode will definitely annoy your prospect. 

Respect their time, identify if they have a need you can fill and if they ARE a good fit, move to set up a first meeting. (click here for what to cover in that meeting) 

Useless calls are a waste of time for you AND your prospects. Use our approach to have real conversations that convert to qualified appointments and sales. 

Need help? We train salespeople in the skills and tactics that deliver RESULTS – give us a call at 908-879-2911 to learn more!

High Kicks, Basketball and Sales

Back in High School, I was the co-captain of our Kick Line Squad where we cheered on our sports teams by performing precision dance routines in the style made famous by the Rockettes.  

This came up the other day on a call with a basketball playing colleague. I mentioned that basketball had been my favorite team to cheer for. I loved the energy, the pace and, most importantly at the time, that it was played indoors! 

Though, I said, I don’t know why they didn’t give each team 100 points and let them just play that last 5 minutes of the last period since that always seemed to be when the game was won or lost. It always seemed to be a tie til those last plays. 

My colleague quickly pointed out, ‘No, no, no! You are missing the point.’ Basketball, he explained, is a game of ENDURANCE. It is a game won or lost based on the focus and stamina of the players over that entire 48 minutes – all four of those 12-minute periods. Yes, it may come down to the last play at the buzzer but the team that trained and practiced and stayed focused the entire game, will be the one who wins. 

I got it. And I immediately realized the similarity to the SALES process! 

Sales too, is a ‘game of endurance’. It can be a tiring slog and can frequently come down to a last minute play – a close – at the buzzer, but it is the player and team that has trained, focused and practiced that will more reliably deliver and more importantly, succeed. 

Do you and your team train regularly? When was the last time you actually had someone ‘coach’ you on your approach, scripting and tactics? 

At One of a Kind Sales, we train you and your team on the sales tactics and techniques that WORK. Then we monitor progress and meet to track and improve delivery. This work helps ensure that you can get past all the ‘no’s’, properly identify and convert the ‘yeses’, to deliver the leads and sales you and your company need to succeed.  

Think YOU or YOUR team could benefit from some sales ‘coaching’? Click here to set up a time to discuss how we can get YOU and YOUR team into the big leagues!

A Step by Step Guide to Sales Prospecting Success: Step 3 How to Overcome Objections – Pt 2

This is Part 2 of our post on how to Overcome Objections when Sales Prospecting. (Click here to see Part 1)  

Objections are often a Salesperson’s nightmare, keeping them up at night and making them reluctant to pick up the phone to make calls in the first place. Knowing you will face objections and having a plan and scripting to address and overcome them, is a sure way to reduce some of the frustration. Here are some techniques for re-directing discussions once objections have been raised.

  • Say something they DON’T expect

Frequently, when on a call or in a meeting with a Prospect, we can find ourselves going into ‘sales’ mode. And Prospects, in response, will go into ‘defense’ mode. You are using all the stereotypical ‘sales’ techniques and they are responding in kind. But that gets you nowhere.

If you find yourself in this type of situation, I suggest saying something they do not expect. Rather than doing and saying what is EXPECTED – a classic hard sell – we can approach it differently in order to get a different, more positive, response. We show our people how to ‘sell’ differently – in our case, through conversation and building relationships – and Prospects respond differently, by trusting us and doing business with us.

When someone says, ‘we’re good’, they often think that will get them off the hook. With most salespeople, that means the conversation is over. You can change the outcome by continuing to talk with them, asking them ‘gee, what are you doing right?’. By continuing to be curious, you are no longer pushing a ‘sales call’ but you shift it to ‘having a conversation’.

  • Stay curious

The goal is to keep Prospects talking about their problems. You do this through questioning and listening. When a Prospect starts speaking, you begin ACTIVE listening.

Follow up with questions and make statements such as:

“Wow, I can’t believe it’s been going on that long”


“Wow, that must be frustrating! Tell me more.”

Sometimes you may need to play ‘Dummy’ to keep the conversation going, saying something like:

“Gee, you know, I’m really not sure I am getting it, can you please explain that again?”

Stay curious. Include statements and questions which will elicit conversation. LISTEN to their answers.

  • Call their bluff

Sometimes, Prospects will say, ‘We don’t need help, everything is great!’. I suggest asking more questions or making more statements and possibly calling their bluff. You can say something like:

“Wow! So, you and your sales team will hit your quota, even despite the pandemic? How have you managed to do that?”

This will allow you to continue the conversation and to learn more. If they ARE in fact in great shape, you may not be able to help but might learn some insights about how the organization works. If they are NOT doing as well as they originally said, it is an opportunity to add value and to continue the conversation.

No matter what, be POLITE! We are trying to create relationships here, not burn any bridges.

  • Rule of 3

I train our salespeople to address objections and stalls three times. After that, if the Prospect is still not on board, I suggest you ask for the referral and move on.

  • Memorize your script

Yes, hearing obstacles may feel like a kick to the stomach but by expecting them, have SCRIPTED responses (which you have memorized) and being prepared, you can take much of the sting out of them.

  • Stay UNemotional

Stay unemotional – this is NOT a verdict on your self-worth or a personal failure. It is a ‘no’. And this is a business where you will hear a LOT of no’s. Move on, your next call is waiting to be made – Keep Dialing and get to that ‘YES’!

If you or your sales team need help with scripting or preparing to address obstacles, give us a call TODAY at 908-879-2911- we provide the words, encouragement and support you need to face obstacles like a PRO!

A Step by Step Guide to Sales Prospecting Success: Step 3 How to Overcome Objections – Pt. 1

This is the third post in our Step-by-Step Guide to Sales Prospecting Success. In the first post, we covered the Cold CallThat call culminated in setting an appointment for a ‘First Meeting’ which was step two. Here, in step three, we will show you how to overcome the objections you are likely to face when working with Prospects. Since this is such an important topic and so key to a Salesperson’s success, we have broken this into multiple parts. Here is Part 1. 

Objections are often a Salesperson’s nightmare – they keep them up at night and make them reluctant to pick up the phone to make calls in the first place. Knowing you will face them and having a plan and scripting to address and overcome them, is a sure way to reduce some of the frustration. 

  • Objections at the BEGINNING of the relationship 

If you are frequently encountering objections right at the beginning of the relationship with a Prospect, it may be that you are coming on too strong. You may be sounding pushy or ‘salesy’ and making the prospect uncomfortable. If they are feeling that they are being ‘sold too’ or not listened to, it is likely that they will balk and throw up more obstacles.  

As we mentioned in Step One: The Cold Callthe Cold Call is NOT a sales call. It is a time to listen and learn. Eliminate objections by making it about THEM, not you or your services. 

  • Pricing 

Price will almost ALWAYS be a point of contention. No one wants to feel like they are paying more than necessary or that they aren’t getting the best deal possible. Focus on the value you and your services ADD and what they will LOSE by NOT investing in them rather than spending time talking about the specific dollars and cents. 

  • Deflections and Stalls 

A typical stall is when a Prospect says, ‘send me an email’. Or when they say, ‘We tried this in the past and it didn’t work’. Sometimes this type of response comes as, ‘We are good‘ or ‘We are happy with what we have’.  

When you hear something like this, I suggest leaning INTO it. Say something like, ‘Gee, how did you get so lucky?’ or ‘Wow, I don’t usually hear that – what are you doing right?’. This is NOT what they are used to hearing from a salesperson and underscores that you want to have a CONVERSATION. You want to LISTEN to what they are saying and doing. The information you gain from these conversations will help you better tailor your responses and offerings.  

  • Happy with the status quo 

A frequent obstacle is when a Prospect says, ‘I am happy with my current provider’. I will be honest with you, when someone has a provider that they are happy with and have been with for over 15 years, it IS hard to capture that business but there are a few tactics to try.  

Ask, ‘when was the last time you had a third party review your policy or services?’ or ‘would you be open to seeing what options a new vendor can offer?’. The goal is to keep the conversation going so you can uncover more info and identify the Prospect’s pain points. 

  • Ask for the truth 

In our post, ‘The Truth Will Set You Free’, we talked about how you want to be honest with Prospects and you want them to be honest with you as well. If it sounds like they are blowing you off, ask, ‘often, when someone says this to me, it is just to get me off the phone. If that is the case here, it’s OK to let me know. I don’t want to waste your time nor mine. I would rather you be honest with me.’ 

And if it really is the end of the call, remember to ask for the referral. Even if they haven’t done work with you, they may know someone who could use your services, so be sure to ask! 

  • Setting an appointment just to get you off the phone 

Sometimes, in our excitement to set an appointment, we can get too pushy. And that can lead to people setting appointments they have no intention of attending, just to get you off the phone.

Be cognizant of this and don’t push for an appointment if it is not qualified and agreed to.

Keep an eye out for Part 2 of this post when we show you some techniques for re-directing conversations that are not going as planned.

And if you or your sales team need help with scripting or preparing to address obstacles, give us a call at 908-879-2911 – we can give you the words, encouragement and support you need to face obstacles like a PRO! 

A Step by Step Guide to Sales Prospecting Success – Step 2: The First Meeting

In our last post in our guide to Sales Prospecting Success, we outlined the first step which is making a Cold Call. That step culminates in setting an appointment for a ‘First Meeting’. In this post, we will walk you through the steps of that First Meeting call with the goal of setting the next appointment and working towards closing a sale. 

During the Cold Call, there was NO selling involved. Your goal was to determine if, at the time of the call, you were speaking with the decision makers and to see if there was a need for your product or services. You were actively listening to their problem(s), evaluating their sense of urgency to fix those problems and you scheduled an appointment for the First Meeting. CONGRATULATIONS!  

Now, we will guide you, step by step, through that First Meeting.  

We suggest that the First Meeting take place over the phone and that it lasts approximately 30 minutes. On this call you will more closely explore the issues they are struggling with, position yourself as an expert in resolving their challenges and determine whether or not it is worth pursuing them as prospects.  Remember it’s about THEM not YOU.  You have begun to earn trust, don’t blow it now by going into ‘sell’ mode. 

Before the call 

One day before the call, you or someone on your team should confirm with the prospect that they are still planning to attend the meeting. Re-schedule if necessary. 

Prep for the call 

As we mentioned in Step One, be prepared for the call by having some info about the company, the prospect, any relevant data and case studies. Review their completed questionnaire and decide which questions you will ask. 

Phone only vs Zoom vs IPerson? 

We suggest a ‘phone only’ format for first meetings. This allows you to have your cheat sheet and any additional notes and stats available on your computer while on the call. But this is only a suggestion. Let the client’s needs and preferences drive the choice and be prepared either way! 

The call 

Open the call with a reiteration of the agenda. Make sure that this is still a good time to talk and that they have the time needed. 

One of 3 outcomes 

Explain to them that most follow-up calls like this have one of 3 outcomes: 

  • They realize it is not a good fit
    “If, after listening to what I have to share, you feel like this isn’t right for you, PLEASE let me know! I respect your time and would prefer to know this sooner than later.” 
  • You realize it isn’t a good fit. 
    “And I will do the same. I don’t want to waste your time or mine.” 
  • We both agree to proceed. 
    “And after our conversation today, we may realize that this could be the right solution and then we can take the next steps!” 

Let them know that whatever the outcome, you want to keep communication open and don’t want to waste anyone’s time. This will set you apart from all the salespeople they have probably dealt with in the past and set the stage for a more open and honest conversation.  

Mini ‘buy-in’ 

Get them to confirm that they are OK with the agenda and what you have proposed so far. These mini ‘buy-in’ steps help you know that you are on track, not wasting your time and will make a final close easier. 


Summarize what you heard on the initial Cold Call conversation and what you learned from questionnaire. This demonstrates that you have been listening, continues to earn you trust and allows you them to confirm you are on the right track. 

Ask and then LISTEN 

Ask probing questions to uncover the root of their pain. Ask about previous solutions and their outcome. Learn about what they have tried and what has worked, or not worked, for them. Essentially, you are trying to see what motivated them to have this conversation with you. 

Find out how long the problem has been going on. Ask how it has impacted their business. How has it impacted them personally? Ask, “how much money you are leaving on the table by not fixing this?” 


At this point you need to determine if this is a viable client. Do they believe in what you do? Is the timing right? Do they fit your YAVIS? (click here to learn more about this concept Qualities to Look for When Building Your Ideal Client Base and Sales Team) 

Setting up the SECOND, meeting 

If there is mutual interest in taking next steps, ask them, “What would you like to have happen next?”. This ‘NEXT STEPS’ question is one we use to close ALL business conversations as it brings the prospect into the decision. 

Next steps 

The ‘Next Steps’ question should become a staple question in every sales call. An interested buyer will agree to a date and time for a SECOND meeting. 

We recommend holding that next meeting live or via Zoom or another web-based video software. This helps you to continue to build the relations and adds ‘the human touch’. Determine who the other decision makers are and request they join in that call/meeting. 

So, using a dating analogy, you have made it through the first date. You are not married yet but there is a second date lined up.  

In our next posts, we will address the NEXT steps in the Sale Prospecting process, the second and third meetings, overcoming objections, closing the sale and more.  

If you and your team need help with any of these steps, give us a call – we can train your people, role play and monitor their calls to bring them up to speed, to set more qualified appointments and close more sales!

A Step by Step Guide to Sales Prospecting Success – Step 1: The Cold Call

The process of Cold Calling is fraught with fear and frankly, a bit of misinformation. In this post we will talk about what a Cold Call should and should not include and the steps you need to take to get the best outcome.  

Cold Calling is the process of reaching out, via the phone, to a prospect – someone who has been identified as someone who may need your product or services. 


The GOAL of the call is to see if the person is, in fact, a good prospect, if they have a problem you can solve and to set an appointment with a decision maker for a future call. Today we will outline Step 1: The Cold Call

By methodically following these steps, you will learn how to make Cold Calls that result in qualified appointments.

First, identify who you will call 

A good call list is key to effective calling. Calling any and every business in the phone book WILL be a waste of time. The same is true for calling from an old or outdated list. Make sure you are calling from a clean list of good prospects. Spending time on curating and cleaning your list will lead to better results!

Memorize and internalize your script 

Your job will be easier if your script is memorized and its delivery becomes second nature. This way, you will sound more natural and be able to focus on LISTENING and pivoting as needed instead of reading and sounding like a robot. Memorizing the script will allow you to OWN it – to make it your own and to deliver it naturally.

A script will also keep you on track, helping you get to NO more quickly and on to your next call without wasting time.

For more on Scripts and making them work for you, please download our e-book, “Ditch the Script”.

What you do NOT need to do 

You DO NOT need to do too much research on the prospects before you call. Make sure you have their name, the company name and some basic info about the company but this will be a CONVERSATION, not a sales call so the prep is minimal. There will be time to do research if and when you have set an appointment.

Pick up the phone 

The goal here is to have a 4 – 9-minute CONVERSATION with the prospect. During the call, you don’t want to sound like every other sales caller.

What NOT to say 

Opening with “Hi my name is Nancy Calabrese and I work for One of a Kind Sales.  How are you?” is a BAD IDEA! 

Upon hearing an opening like that, the prospect’s natural reaction is likely to be, “Oh NO! It’s another sales call” and they will probably want to get you off the phone! 

“How are you?” is simply disingenuous.  Don’t ask. 

What to say 

What you SHOULD do is to determine if they are the right person for the call and ask permission to give you 30 seconds for the reason for the call. 

THEN introduce your company, explain what you do and share what “issues” business executives are experiencing.  Ask if they are experiencing any of these issues… and be quiet.  Let them respond. 

Uncover their pain points 

Once they share what their issues are, we need to get to the root of their problems. Keep them speaking about THEIR problems.  Uncover their pain and the loss(es) to the company and their bottom line. People buy based on emotion – try to connect on a level where they can feel comfortable disclosing their feelings. 

Shut up and LISTEN 

Ask probing questions and then really LISTEN for the answers. Ask follow-up questions to dig deeper. Remember to EMPATHIZE. This is a conversation, not a sales call.

Evaluate if this is worth pursuing 

By this point in the conversation, you should have a good idea of whether or not your product or services can help this person. If you can, move to set an appointment.

Set the appointment 

Rather than try to answer all their questions now or start trying to actually SELL them on this call, explain that you don’t have the time to go into it now and set an appointment to discuss this further. Ask if there is anyone else who should be on that call and coordinate as needed to get this on the calendar. 

Appointment details 

We recommend setting the appointment for no more than a week or two out from the first contact and to plan for a 30-minute first time call. We find that is a good amount of time to learn more about their issues outline the process and to determine if we can move towards closing a sale. 

In 30 minutes, you have a deeper discussion of their issues to determine if they are worth moving to the next step. You can then set yet another appointment to move forward. 

If they won’t commit to even 30 minutes, they are probably NOT a real prospect and you may want to cut your losses. The same is true if they want to set up the first time call for a month out. Yes, you can call them back in a month to check in but that is NOT an “appointment”. See below for digging deeper to determine which path to take. 

Do they foresee any conflicts? 

Ask if there are any obstacles they foresee that may prevent them from making the call. See how you can accommodate those concerns (maybe re-schedule now rather than have a conflict then) or invite someone who needs to be involved in the process. Addressing these concerns now will help ensure that the second meeting actually takes place. 

Review the agenda 

Before ending the Cold Call, set and review the agenda for the next call so you are both on the same page as to what will be covered and let them know that you will be sending a questionnaire. These mini ‘buy-in’ steps will help you move closer to the final closing of the sale, building trust and solidifying your relationship with them. 

Send the questionnaire 

Our procedure involves sending prospects a questionnaire to collect some additional information about their problems. It also is a signal to us that they WILL be involved, it gets some skin into the game and helps prepare you for the meeting. 

They may NOT be ‘appointment worthy’ 

NOT all Cold Calls will lead to an appointment. Your job is to determine who is worth continuing to speak with AND to weed out those who are not. It is NOT a failure on your part to end a call without an appointment if they were not, in fact, ‘appointment worthy’.

Some prospects are not worth setting an appointment with, either because they don’t have a problem you can solve or they are happy with their current provider. If this is the case, exit, but be sure to ask for a referral!

Ask for a referral 

Just because they didn’t do business with you doesn’t mean that they don’t know someone who might need your help. Studies show that 20% of prospects are naturally helpful and WILL offer referrals. Another 20% are just NOT going to do it. But the vast majority, that other 60%, MIGHT so definitely ASK!

Prep for the firsttime call 

Remember when I said you did NOT need to do any research before the Cold Call? That was because we didn’t know if there would even BE a meeting. Now that we do have an appointment set, take some time to learn a bit about the company, review the questionnaire responses, pull a few case studies that might be relevant but don’t overdo it as you will continue probing in the firsttime appointment as well.

Prepare to make a strong impression with data or stats, without bowling them over with a hard sell. 


Don’t schedule your appointments too tightly – leave a gap in between to allow for additional time with a prospect if needed and to take care of your other tasks. And build in time to PREP for the calls as noted above.

Cold Calling is a VITAL part of any businesses’ growth strategy. It need not be something to fear! If you hate Cold Calling, give us a call at 908-879-2911 – we LOVE Cold Calling and can do it for YOU!

And keep an eye out for our next post which will be a step by step guide to the first-time appointment.