How to Close a Sale on a Cold Call? 📞 Cold Call Teardown 📞

By | August 20, 2019


– One of you guys has sent me an appointment setting cold call. He sells SEO services to lawyers, and in this video I’m
gonna run through that. It’s gonna be anonymized, and I’ll give feedback
on an actual sales call. Here’s the call. – [Client] Hello? – [Salesperson] Hey, Michael? – [Michael] Yes. – [Salesperson] Hey, this is Jason. You left me a voicemail
just a few minutes ago? – [Michael] Yes, yes, I
remember. How are you? – [Jason] I’m good. How are you, Michael? – Good, good.
– I’m just– – So notice, Jason asked this question. He’s like, “How are you?” didn’t wait for the response, and just started jumping
into his sales pitch. One, I wouldn’t recommend
asking a question like “How are you” in a cold call. It sounds like this was a call he made, the guy sent him a voicemail
and then he called him back. I would jump right into it. But, if you do screw up and
ask a question like that, wait for the response. – [Jason] (laughs) Excellent. Just to clear things first, just to make sure we’re
both not wasting our time, we have a lot of partnership
deals going on at the moment, and one of those is
passing cases that we have. This is not a marketing. We’re not selling you on a
six month marketing thing. We already have cases coming in. It’s as simple as looking it over and seeing if it fits with your firm. Is that something that
we’re clear on? Just– – Instead of getting
super sales-y off the bat, I would compress it a little bit instead of having to sell him, I would say something like, “I was looking through your site. “You guys obviously have a great team. “I was wondering what you do right now “for finding new clients. “What’s your marketing
strategy look like?” It’s tighter, it’s more human, and it’s in line with my persona. I’m usually like a
to-the-point type of guy. Somebody else might get more flowery. And what I like to do in these cold calls is get to the point as soon as possible, which is kind of what
Jason was trying to do with the “wasting your time” line, but I also wouldn’t say words like “I don’t wanna waste your time”, or “Let’s make sure neither
one of us is wasting our time,” ’cause you don’t want them to have that thought in their head that you might be wasting their time. – [Michael] Yeah, I’m curious. Where did you get my information
from? My phone number? – That’s the response of a guy that has no idea why you’re calling him, knows you’re in a cold call, and feels like you’re wasting his time. The fix to that is being
more human in the intro, showing that you’ve done
some research on the company. – [Jason] We’re looking for
personal injury on Facebook, and I found you there. You fit with exactly what we need, which is for, like, dog bites. You’ve done dog bites in the past, right? If I’m correct there?
– Right, right. Right, I have done dog bites in the past. – [Jason] Okay. So there’s
a limit to the amount of lawyers in Cali so we’re, you’re one of the person
that we really wanted to partner up with. Do you, are you able to take up
partnership right now with multiple cases? ‘Cause these are more than
just one case a month, there’s multiple. – [Michael] Um, well what volume are you
talking about, first of all? So I can– – It’s kind of cringy, right? He’s talking about
partnerships instead of saying “marketing” or “sales”, which, maybe this is
tested, maybe that works. I’m interested to see where this call goes in the next 14 minutes, because at this point I
probably would have hung up if I was this lawyer. – [Michael] Just trying to understand. – [Jason] Not super high, but definitely more than one case a month. – And then he downtalks his own service. He says, “Yeah, it’s more
than one case a month, “but it’s not super high.” The better response here would be to use a case study. So if they say, “What type of numbers are
we talking about here?” you could say, “Well, for Morgan and Morgan “who have an office just
down the street from you, “we generate two to three
clients every single month.” If you don’t have a specific
case study in their industry, you can go a little bit further back, but some kind of case study, and if you’re in marketing, it definitely has to have
numbers attached to it. Similar to what we do in a cold email. – [Michael] Okay, alright. Well, here’s, um, here’s my idea. I’ll tell you what I’m doing right now. – [Jason] Sure. – [Michael] I’m independent.
I’m on my own, and– – The fact that he’s still
talking about marketing with Jason at this point, means that this guy is extremely desperate
for marketing services. This is a lay-up, and I’m
gonna be extremely disappointed if he doesn’t have a meeting or a sale booked by the end of this call. – [Michael] I contract out my services to a giant insurance firm
that I’m working with where I deal with, like, high-volume, large cases, usually in the several
millions of dollars. So that’s really kind of
what I’m doing right now. I work with a lot of lawyers down here in Southern California. You’re located in Northern
California, though, right? – [Jason] That’s correct, but we sometimes get offers
for cases in Southern, as well. – What the client’s doing here is trying to disqualify himself. “Oh, we only do million dollar cases, “also you’re in Northern California, “we’re in Southern California,” which might sound bad, but is actually a very good sign, because literally all
Jason has to say here, which he didn’t, but all he had to say was “We work with three lawyers “in Southern California right now. “They’re all getting clients from us, “so our services work
all around the coast. “And we’re specifically
reaching out to you, “because based on the research, “I can tell that you’re gonna
get a lot of value from it. “Typically we do actually source “these million dollar deals.” Now I’m not saying a lie. Only say that if that’s true. But if you’re doing your
market research correctly, I’m assuming these guys do source these million dollar deals. If not, Jason should say, “Oh, alright, I guess
we’re not qualified,” and he should hang up. But if you’ve done your
target market research, assuming this guy is a good lead for you and this isn’t the first time
you’ve heard this question about the deal size, then you should have a
good answer ready to go about how you’ve done
it before in the past. – [Michael] Okay. I mean, well, nowadays, geography I don’t think matters that much. People can work remotely
and they can file documents, and all that, so it doesn’t concern me too much. – This guy’s giving all
the latitude you need to make a sale. This is so interesting. – [Michael] Let me just think about this. – [Jason] I would think about it. If you’re doing cases in the millions, the problem with this
one, I know for sure that one of our attorneys has a
quarter million dollar case for dog bites. Let’s see. I think my partner has
more detail in the cases. Would you want to take
a look at the cases, the calls coming in, see if it fits with your firm? And we could just move forward from there? – [Michael] Well, no, I’m
just thinking about it, because the way that I do now, or the way that I work– – Jason should have just said “Yes, we do million dollar cases,” if he even thinks that they do. Saying you do “quarter
million dollar cases” when someone does
“multimillion dollar cases” makes you seem smaller than he needs, so you’re not qualified to be
talking to this guy, right? And I don’t know if the firm
that Jason’s working for actually is or is not qualified
to be working with him, but if they have done
million dollar cases, Jason should either know that off the bat, or shouldn’t guess. – [Michael] –work with
this other company, ’cause I work hourly. So this, with dog bites, I assume, is contingency cases, correct? – [Jason] Correct. – [Michael] Okay, okay. So what is your, I mean, what is your split as far as someone being a partner with you? – [Jason] For the legal
matter for that cause, you know there’s ethical reasons, there’s ethical matters for that, but each case for the average
case for dog bites is $30,000. We were thinking of doing
a really low trial period which is like 5% of just one case. Multiple cases are coming in, where we’re thinking of just charging for a one-case kind of fee, which is like 5% of $30,000. – You can just hear the
hesitation in his voice. “We’re thinking about doing this.” “Our cases are $30,000”, even though the client’s mentioned their multimillion dollars. There’s a lot of hesitation and a lot of disqualification
that Jason’s doing that he should just
not be doing right now. – [Jason] But before we talk about that, we want to give you this
trial period for free first, because we know we’re
getting calls coming in, so. – And there’s no need
to double down there. “We know we’re getting calls coming in.” Just say “we’re gonna give you leads for free” and that should be
enough to close this guy. I would actually even bring that up way earlier in the call. – [Jason] See if it works
for you first for free, and then we can go from there. How’s that sound with you? – [Michael] So let me understand this. I just wanna understand
this, how it works. You want a trial period, right? For how long? – [Jason] That’s a good question. Maybe a week? – You don’t know what you’re selling? “Oh, you want a trial
period. For how long?” “I don’t know, how long
do you wanna do it for?” Like, come on. Before you’re doing these cold calls, before you’re doing these
appointment setting calls, make sure you know what
you’re selling to this guy. – [Jason] Because we’re
getting calls every month, we know exactly how many
calls we’re getting right now. They’re being sent to voicemail. Some of them are being sent
to our partner attorney. If this sounds remotely interesting, I think this could work, but I just wanna make sure. It’s better if I can
just show you the cases and the calls coming in. – [Michael] Well, I want
to understand the terms. – I’m gonna stop the call there, but literally all the
client wanted to know was have you worked with
lawyers like him in the past, what does this actually sound like, he’s asking again what the terms are because Jason has no
idea what the terms are. And if that’s the case, if you’re just testing a new
product out on cold calls, at least decide beforehand
what it’s gonna be. Is it a week trial? Is it a 30 day trial? What is it going to be, and
what does it consist of? From there, Jason, all
he had to do was say “Does that sound good?” the guy would say “Yes”, and then you could get him into the system and start it going. Very simple lay-up call that was undercut by no knowledge or less knowledge of the product. This is a new format, so please, in the comments let me know, did you find this valuable, is there anything else you wanna see when it comes to cold call breakdowns? Give it a Like to encourage
this type of content on YouTube, and subscribe for more B2B Sales Training. If you need marketing support for your digital agency, check out Experiment27.com. Thanks.

38 thoughts on “How to Close a Sale on a Cold Call? 📞 Cold Call Teardown 📞

  1. Rainbeard Post author

    Cool vid, really interesting to see that this guy is getting somewhere at all with his approach.

    Reply
  2. Slaven Man's Gym Post author

    Client: "You want a trial period, right? For how long?" Marketer: "Ummm….that's a good question. Maybe a week?" The merketer and potential client just switched roles in this call XD So I have a question, Alex. How cold is too cold? I have a list of about 500 leads from about 6 months ago (opt-ins from Facebook advertising campaign for personal training). I have a New Year's special for my PT app, how should I go about cold calling them? Can it be done?

    Reply
  3. supapao123 Post author

    This was dope cold call teardown seems like it would be a valuable series to Do, thanks Alex!

    Reply
  4. Michael James Slattery Post author

    MORE OF THIS.
    Laughing and Learning AT IT'S BEST.

    Reply
  5. Santiago Villarmarzo Post author

    Really great content here Alex, hope more is coming!

    Reply
  6. Isaac J. Vega Post author

    Alex, I’m impressed how this guy handle the call, maybe this is why so many companies fails hard

    Reply
  7. Bruno Levi Post author

    Hey Alex, do you have any videos on how to get an interview with an expert in my field? Like, if I want to get advice on how to do better SEO and I'm reaching seo experts or people who have more knowledge than me and I want to talk to them

    Reply
  8. Larry Henson Post author

    If you follow Alex's content you'll find that the cold emails scripts, discovery call scripts, etc. all work synergically. All you need to do is know what you're going to say beforehand with possible objections and practice it before you get on the phone. Most business people love it when you get to the point and show them how you're going to solve their problem. If you binge-watch his content you'll see what I mean. I recommend you write down some bullet points to keep you focused. Thanks, Alex!

    Reply
  9. Jens Schriver Post author

    I've watched, and love!, most of your videos, and this is probably one of the most useful I've seen. PLEASE make more of these!

    Reply
  10. John Morales Post author

    Awesome video Alex, definitely one of my favorites from you. Keep making great content and I'm sure your channel will be killing it soon enough 🙂

    Reply
  11. thishitscustom333 Post author

    This is fucking awesome! More cold call breakdowns 🙂

    Reply
  12. Marketing Empresarial Post author

    Great video! At least the guy is brave enough to go out and make mistakes. Cheers to him and to you for making this video!

    Reply
  13. Daiquiriluv Post author

    This video was definitely an eye opener. I mean even if you wasn't explaining it in between the way this guy was pitching… you'll be like WTF!! I appreciate this tho. Good Job

    Reply
  14. Brian and David Enterprises Post author

    Alex Berman you are the man!!!!

    Love your content dude, as someone who closes deals consistently I get a lot of value from your channel and learn new tricks along the way.

    Thanks so much.

    Reply
  15. Melanie McClure Post author

    Thanks a lot for the sample call. I just started a job in a call center and I am very new to cold calling. I really do appreciate the helpful advice!

    Reply
  16. Cameron Roe Post author

    Hey Alex, thanks for the breakdown. This call was pretty rough hah! I've also been doing some cold calls recently and have a lot of strategies. I could critique this too. There needs to be some upfront value and trust built without prompting for the need. Simply put, this guy just doesn't have the certainty and confidence in himself – so essential.

    Reply
  17. Mateus Fernandes Post author

    Awesome teardown, Alex! It's great to see this content here. Youtube sent this video today for me haha maybe too late for feedback? I liked it, keep it going, thanks!

    Reply
  18. Luke Avedon Post author

    Dude, this cat needs help. "I noticed you on ___________. Briefly, the reason for my call is ….." OR WE SPECIALIZE IN _____________ or IN WORKING WITH OTHER __________, IN THE SAME SITUATION WE HAVE benefit x, benefit Y . yada yada

    Reply
  19. C A Post author

    This is only a sale in a figurative sense. Literally, this guy is offering him immediate WORK for PAY. Totally different than the practicalities of getting someone to give up their money to you. He's almost a paying customer himself. Why you chose this to demonstrate how to close business to enrich bank accts, I have no idea.

    Reply
  20. Mahad Said Post author

    More content like this please !! With calls and emails since you are the master of both 🙏🏾

    Reply
  21. Verstiuk Production Post author

    Great breakdown, Alex! Have you thought about making a complete online course on sales calls?
    We saw you have some free courses on the website, but it would be great to have one about the calls specifically. Also, do you offer sales training for staff? Seems like you have a real gift for that.

    Think about it 😉

    Reply
  22. Andrew Moore Post author

    Cringy is right! (Where's this guy's balls?) New to what I'm doing, but thankfully, I'm better than this… Like your style Alex, will be reaching out soon. Best, *A.

    Reply
  23. Andrew Moore Post author

    Awful to listen to. Pissing in the wind… You know, there are sooo many finite niches one could get into- damn I'm thankful for the industry I'm in- way better (for me at least)… *A.

    Reply
  24. Pankaj Rawat Post author

    Hey alex can you please answere this….
    (If you are from another country and don't know english then how can we do call…or can we hire someone for closing our calls)

    Reply
  25. Ash B Post author

    Hey Alex, got a couple of questions:
    How to get to the point without sounding rude?
    How to refer a case study when you have no work experience / starting out as a complete beginner?

    Reply
  26. Krystal Price Post author

    Honestly, I’m new to the sales world still trying to get a good feel for it and see how everything works. An I have to say, by far the BEST sales video by far. Thanks for the breakdown, this really helped me out a lot.

    Reply
  27. Bruno Vincent Post author

    Excellent as usual, getting a list of offers ready before a cold call sounds like a plan, will do

    Reply
  28. Mike JoPa Mi Post author

    Don't usually comment, but this was great. I suck at cold calling and prefer not to have to do it, but I def cringed through this entire call. Def a simple case of being unprepared, not knowing who you are calling, what they need, and what your offer even is…

    I know that this is old, but I would like to see more like this.

    Reply

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