June 23, 2022

8 cold calling tactics that work

8 cold calling tactics that work

In today’s episode of the ‘Sales Samurai’ podcast, host Sam Capra, who helps marketing leaders in the retail space go beyond the sale/transaction, talks with guest, Steve Richard, Founder @ExecVision: Sales Coaching & Conversation Intelligence Software. Steve's sharing 8 Cold Calling Tactics that have the potential to work for you.
Episode Highlights

03:34 – Steve shares his background, how he didn't make it as an Investment Banker, and so he mimic what better people were doing at the time, which made him better. 
04:20 – Steve realized that sales are about having the ability to impact and influence how people's lives go in some strange way. 
07:25 – If you're not constantly trying new things and testing, experimenting, you're missing the boat, says Steve.
10:11 – It is about understanding all those different nuances to your business that you should understand and then testing it. 
12:40 - You take a spreadsheet, you put your personas in your rows, you put your industry verticals, and then you fill in the use case and customer story for each of those.
14:01 – Sam asks, how to leverage a new initiative from a Cold Calling Tactics?
16:30 – Steve shares, they had clients who over time started comparing people in terms of their experiences, but they outperformed their people. 
20:19 – People are motivated by fixing a problem, accomplishing a goal, or avoiding risks, states Steve.
23:41 – Steve questions, what about the fact that the seller has more information than ever before? What about the fact that the salesperson could know far more about their prospective customers and prospects than they ever could have before? 
25:40 – Sam asks Steve about his thoughts around the title ‘X’.
27:00 – Steve discusses where you get to ask your qualification questions, your pain questions, or your goal questions.
29:30 – Steve points out about second vendor options and their two flavors.
31:30 - We do coaching and behavior change, tracking manager coaching, calibrating with multiple scorecards, some specific concrete things, reveals Steve.
34:10 – There are going to be situations that depending on what you sell and who you sell to, don't want to do the second vendor option, they use a certain competitor.
35:35 – Sometimes with clients, you would hear the same object every time. It was like you literally could predict which objection was going to be before you pick up the phone.
37:25 – Sam says, let's take 30 minutes to figure out if there's a path forward.
42:20 - Some solutions have to be seen to be understood.
43:50 – Steve mentions, in the last 3 to 4 years buyer behavior has changed.
45:55 – Never say pricing even arranger pricing until you have these 35 fields filled out in Salesforce that's not how the modern buyer will work, highlights Steve.
47:30 – Sam asks Steve to give some context behind Crawl Walk Run.
49:01 – Crawl Walk Run makes people feel okay to admit they suck at something. 

Three Key Points

Steve had a sales training company and the clients were telling him that they want the sales training content, but how do you reinforce it? What are you going to do to help reinforce the sales training content? That was the origin of ExecVision, so they started using this in their company and realized that they can reinforce this mastery training. So, it was the marketplace that was asking for this new niche and now they have a new initiative to bring technology to reinforce sales training to a point of mastery.
Every time Steve has a scheduled call with some


In today’s episode of the ‘Sales Samurai’ podcast, host Sam Capra, who helps marketing leaders in the retail space go beyond the sale/transaction, talks with guest, Steve Richard, Founder @ExecVision: Sales Coaching & Conversation Intelligence Software. Steve's sharing 8 Cold Calling Tactics that have the potential to work for you.

Episode Highlights

  • 03:34 – Steve shares his background, how he didn't make it as an Investment Banker, and so he mimic what better people were doing at the time, which made him better. 
  • 04:20 – Steve realized that sales are about having the ability to impact and influence how people's lives go in some strange way. 
  • 07:25 – If you're not constantly trying new things and testing, experimenting, you're missing the boat, says Steve.
  • 10:11 – It is about understanding all those different nuances to your business that you should understand and then testing it. 
  • 12:40 - You take a spreadsheet, you put your personas in your rows, you put your industry verticals, and then you fill in the use case and customer story for each of those.
  • 14:01 – Sam asks, how to leverage a new initiative from a Cold Calling Tactics?
  • 16:30 – Steve shares, they had clients who over time started comparing people in terms of their experiences, but they outperformed their people. 
  • 20:19 – People are motivated by fixing a problem, accomplishing a goal, or avoiding risks, states Steve.
  • 23:41 – Steve questions, what about the fact that the seller has more information than ever before? What about the fact that the salesperson could know far more about their prospective customers and prospects than they ever could have before? 
  • 25:40 – Sam asks Steve about his thoughts around the title ‘X’.
  • 27:00 – Steve discusses where you get to ask your qualification questions, your pain questions, or your goal questions.
  • 29:30 – Steve points out about second vendor options and their two flavors.
  • 31:30 - We do coaching and behavior change, tracking manager coaching, calibrating with multiple scorecards, some specific concrete things, reveals Steve.
  • 34:10 – There are going to be situations that depending on what you sell and who you sell to, don't want to do the second vendor option, they use a certain competitor.
  • 35:35 – Sometimes with clients, you would hear the same object every time. It was like you literally could predict which objection was going to be before you pick up the phone.
  • 37:25 – Sam says, let's take 30 minutes to figure out if there's a path forward.
  • 42:20 - Some solutions have to be seen to be understood.
  • 43:50 – Steve mentions, in the last 3 to 4 years buyer behavior has changed.
  • 45:55 – Never say pricing even arranger pricing until you have these 35 fields filled out in Salesforce that's not how the modern buyer will work, highlights Steve.
  • 47:30 – Sam asks Steve to give some context behind Crawl Walk Run.
  • 49:01 – Crawl Walk Run makes people feel okay to admit they suck at something. 

Three Key Points

  1. Steve had a sales training company and the clients were telling him that they want the sales training content, but how do you reinforce it? What are you going to do to help reinforce the sales training content? That was the origin of ExecVision, so they started using this in their company and realized that they can reinforce this mastery training. So, it was the marketplace that was asking for this new niche and now they have a new initiative to bring technology to reinforce sales training to a point of mastery.
  2. Every time Steve has a scheduled call with someone that he doesn’t know very well. He says, hey, nice meeting you that you have 30 minutes, do a time check, so, we can do this one in two ways. This is a tactic for a scheduled call; you don't do this on a cold call. 50% of the time they say give me more context, show me some stuff.
  3. The other thing you got to be as a salesperson, you got to be a person, which means when we hear that someone is doing well with something, do we uncover pain? No, there wasn't anything to uncover. So, just walk away saying I'm happy for you. I'm glad to hear that things are going well. I'm glad to hear you figured it out. This qualified not worth our time.

Tweetable Quotes

  • “Those people at the top of the leaderboard those are my new best friends.” - Steve Richard
  • “What you sell and who you sell to dictates everything.” - Steve Richard
  • “Anybody who says, oh, this is the way you should always do it, don't listen to him.” - Steve Richard
  • “If you're not leveraging and learning from your sales engineers and solutions, consultants or solutions architects or whatever term you use, you're crazy.” - Steve Richard
  • “Senior executives tend to be more visual than the average people in the population.” - Steve Richard
  • “If you're in a situation where you're going after a competitive install base, you got to be bold.” - Steve Richard 

Resources Mentioned

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