Cold Calling Sucks
(And That's Why It Works)
A STEP-BY-STEP GUIDE TO CALLING STRANGERS IN SALES
$19.99
First we built the #1 podcast in sales with millions of downloads per year and over 200 interviews with elite sellers that made President's Club at all levels from VPs of Sales, to SDRs, to insurance agents, to managers, and everything in-between.
Then we took our experiences, our guests' experiences, and enlisted audience editors from different sales environments to ensure these cold call concepts work everywhere.
This book will give you everything you need to navigate the suck of a cold call from opener to objection.
Still not convinced? You can preview the Intro + Chapter 1 of the book 100% free, here.
About The Authors
Armand Farrokh and Nick Cegelski are Founders of 30 Minutes to President’s Club, known for the #1 podcast in sales that breaks down the tactics of the top 1% of sellers in the world. But they’re practitioners first, content creators second.
Nick (Left) was the #1 enterprise seller at multiple companies where he sold six and seven-figure deals.
Armand (Right) was the VP of Sales who led Pave from $100k to $13M+ in revenue under 2 years.
WHAT COLD CALLING SUCKS (AND THAT'S WHY IT WORKS)
WILL TEACH YOU:
This book will give you everything you need to navigate the suck of a cold call from opener to objection. And while most sales books are a 400-page exercise in academia, this book is structured to be the most actionable sales book in the world.
THE FIRST 60 SECONDS
How to nail the first 60 seconds. Specifically, what the heck do you say when you open a cold call and how do you pitch your product to get results?
THE REST OF THE CALL
Three steps to handle any objection, talk tracks for 18 of them, tactics to bypass gatekeepers, and ways to maximize voicemail replies.
HOW TO BE A MACHINE
How to get more meetings in fewer dials and how to make more dials in less time without sacrificing quality. It's easier than you think.
SECTION 1
THE FIRST 60 SECONDS
The goal of the first 60 seconds is to earn the next 60 seconds. If you can get past the first 60 seconds, that’s when you’re actually having a conversation instead of being brushed off.
And the way you do that is by mastering the two components that comprise the first minute of a cold call:
Openers: How do you get a complete stranger to hear you out when you called them out of the blue?
Problem Propositions: How do you talk about your product in a way that doesn’t make you sound like a Billy Mays commercial?
SECTION 2
THE REST OF THE CALL
Now that you know how to nail the first 60 seconds of your cold call, section 2 covers everything else that can happen on a cold call:
How to Handle Objections Like Mr. Miyagi: We’ll break down 3 steps you can use to handle any objection that comes after the first 60 seconds.
18 Common Objections and How to Handle Them: We’ll apply The Mr. Miyagi Method to the 18 most common objections and leave you with talk tracks for each.
Voicemails and Gatekeepers: In other words, what to do when you can’t get to your first 60 seconds at all.
SECTION 3
HOW TO BE A MACHINE
Section 3 teaches to break the cold calling math equation off the phone:
How to Maximize Your Dial Conversion: How to double your connect rates, set rates, and show rates without making more cold calls.
How to Maximize Your Dial Volume: How to fit 40 dials in 1 hour, every single day, even when your calendar is twice as full as the next rep’s.
FOUR PROMISES FOR THE MOST ACTIONABLE BOOK IN SALES
We broke down every part of a cold call, step-by-step.
We’ll assemble the pieces of a cold call in chronological order, like this:
Section 1 teaches you to nail the first 60 seconds. Specifically, what the heck do you say when you open a cold call and how do you pitch your product?
Section 2 covers the rest of the call. Three steps to handle any objection, talk tracks for 18 of them, tactics to bypass gatekeepers, and ways to maximize voicemail replies.
Section 3 finishes with how to be a machine. How to get more meetings in fewer dials and how to make more dials in less time without sacrificing quality.
You’ll hear voiceovers (embedded in QR codes) that allow you to master the tone.
Much of the nuance of a cold call is not just what you say, but how you say it – aka, your tone. You can say the exact same words as the #1 seller, but if you talk too fast, use too many uptones, or sound like a robot, your prospect will be able to tell.
We recorded voiceovers for every talk track so you know exactly how you should sound when the words come out of your mouth.
You’ll be covered no matter what you sell.
We’ve done over 200 interviews with elite sellers that made President’s Club at all levels from VPs of Sales, to SDRs, to insurance agents, to managers, and everything in-between.
We took our experiences, our guests’ experiences, and enlisted audience editors from different sales environments to ensure these concepts work everywhere:
In every industry: The insights come from elite reps who’ve sold SaaS, sponsorships, insurance, real estate, pharma, elevators (yup), cell phone towers, and more.
At every company: At companies like Salesforce, Keller Williams, LinkedIn, Gong, Northwestern Mutual… and dozens of SMBs with no brand recognition at all.
With every prospect: With customers in HR, finance, legal, engineering, government, homeowners, and ordinary people in the US, Canada, Europe, Asia, and beyond.
At every level: With advice that teaches even the #1 rep something new while still being accessible to a new grad with zero sales experience at all.
You’ll find data to back it all up.
There’s so much unsubstantiated advice out there that sounds good but sucks in practice. We partnered with Gong to back the advice with data from over 300 million cold calls.
Their dataset comes from running the #1 revenue intelligence platform to engage prospects, analyze sales calls, and forecast deals for over 4,000 sales teams across industries.
You’ll find that data that not only helps you benchmark your call success, but also validates the specific talks we cite.
WHAT PEOPLE are saying about
COLD CALLING SUCKS (AND THAT'S WHY IT WORKS):
Praise from Sales Thought Leaders and Elite Trainers
Matt Dixon, bestselling author of The Challenger Sale and The JOLT Effect
"At the surface, objections like “not interested” or “taken care of” appear to reject whatever we're trying to sell. But the reality is that a prospect is often resisting the mere thought of change, or the interruption of the cold call itself. In Cold Calling Sucks (And That's Why It Works), Armand and Nick provide data-backed frameworks to get past the initial knee jerk reaction and establish yourself as a peer, even when you're calling a complete stranger."
John Barrows, CEO of JB Sales (Sales Trainer for Salesforce, LinkedIn, Amazon, Google, and more)
"Armand and Nick are true practitioners who live and breathe what they train and share content around, especially when it comes to cold calling. This is the most tactical, relevant, and actionable book I’ve ever read on the topic. Their techniques and structure will teach anyone how to be a master cold caller if they’re willing to put in the work. Cold calling isn’t dead, it just needs to evolve, and this book is the evolution."
Jeb Blount, bestselling author of Fanatical Prospecting
“The #1 reason for failure in sales is an empty pipeline. And the reason your pipeline is empty is that you avoid cold calling.
In this book, Armand & Nick inspire you to get past your mental hangups, pick up the phone, and start cold calling.
Read it now. Your bank account will thank you!”
Keenan, bestselling author of Gap Selling
"Most sellers waste their cold calls with junk by asking prospects silly questions like; how their day is going, trying to confirm their name or role etc, and end up COMPLETELY wasting their prospect's time. Armand and Nick teach you to establish credibility in the first 60 seconds of a cold call by demonstrating that you know their business and can offer value to them as a peer, simply by highlighting a problem so specifically that it becomes mind-numbingly obvious that you could help them in their business. That’s how you cold call."
Why should you cold call at all?
Nowadays, you can send 400 prospecting emails in a click of a button without taking any interpersonal risk.
The problem is that because blasting cold emails is so easy, thousands of other sales reps are flooding your prospect’s inboxes every single day.
Prospects open their inbox and bulk delete 20 of them as if it were their morning routine.
Assume you make 200 dials per week, for an entire month. Using data from over 300 million cold calls recorded on Gong, they’ve provided data to show the impact of being a top quartile dialer:
The data shows that the average rep books 2 meetings and the top 25% rep books a whopping 18 meetings… from just one hour of cold calling per day.
So yeah, it sucks to be average at calling.
But if you learn to dial smart and master the craft… the top 10% of reps actually book 1 in 3 cold calls for even bigger results.
But wait, there’s more! It’s not just the meetings you’ll get on the calls.
Cold calling nearly doubles your email reply rate even if you don’t connect live:
Every cold call you make and voicemail you leave draws attention back to your emails, so you book even more meetings across other channels.
So between those 27 extra meetings a month and whatever comes from the increase in your email reply rate of every email you send…
You’re telling me it’s not worth 1 hour a day to cold call?
“Success In Sales Is Determined By The Number Of
Uncomfortable Conversations You’re Willing To Have.”
There’s no place this rings truer than in cold calling. Cold calling is painful and uncomfortable for every single salesperson on planet Earth. Most will do anything to avoid it.
And while this book will teach you some ways to make it less painful, you’re in for a rough ride if you’re not prepared to accept the following reality: Cold calling sucks and there’s nothing you can do to change that.
But that’s exactly why it works.
A STEP-BY-STEP GUIDE TO CALLING STRANGERS IN SALES
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