Don’t Sell on a cold call, rather Buy
The speaker argues that cold calls should be viewed as buying time from prospects rather than selling products. The goal is to progressively earn more time in increments until securing a meeting, not to make a sale.
Summary
The speaker presents a fundamental reframe of the purpose and approach to cold calling. Rather than viewing cold calls as selling opportunities, they argue that successful cold calls are actually about 'buying' time from prospects. The speaker describes a progressive time-earning strategy where the caller first secures the initial two minutes of conversation, then uses those minutes to earn the next five minutes, and continues this pattern throughout the call. The ultimate objective of a cold call, according to this perspective, should be earning a meeting rather than attempting to close a sale. The speaker claims that misunderstanding this fundamental principle is the reason why 99% of cold calls fail, suggesting that most salespeople approach cold calling with the wrong mindset by trying to sell rather than focusing on time acquisition and relationship building.
Key Insights
- The speaker argues that cold calls should be reframed as buying time from prospects rather than selling products or services to them
- The speaker claims that successful cold calling involves a progressive time-earning strategy where you secure small increments of time (first 2 minutes, then 5-minute segments) throughout the conversation
- The speaker asserts that 99% of cold calls fail because salespeople misunderstand the purpose and treat them as selling exercises instead of time-acquisition opportunities
Topics
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