About this Video

• Video Title: 52 Minutes of Cold Calling Advice That Will Explode Your Results in 2025
• Channel: Tech Sales With Higher Levels
• Speakers: Connor Murray, Eric (likely the channel host)
• Duration: 52:54

Introduction

This video provides an in-depth guide to cold calling in tech sales. The main purpose is to offer a comprehensive framework for effective cold calling, addressing common issues with existing training methods and providing practical, repeatable strategies for success. The speakers share real-world examples and scripts.

Key Takeaways

1. Cold calling remains crucial: Despite the rise of other outreach methods, cold calling remains a powerful tool for generating leads and setting meetings, particularly in saturated email environments.
2. Modern cold calling framework: The video introduces a value statement framework, emphasizing concisely conveying who you are, why you're calling, and what you want. This approach prioritizes efficiency and immediate value proposition.
3. Addressing objections effectively: The framework teaches how to handle objections proactively, turning them into opportunities to further demonstrate value and re-emphasize the meeting's importance. Double-down on the meeting opportunity, don't let objections derail the process immediately.
4. Importance of systematization: The video stresses the importance of systematizing the cold-calling process, including creating targeted lists by persona and industry, preparing value statements and questions, and developing consistent agendas.
5. Focus on delivering value: Rather than lengthy questioning, the framework encourages delivering upfront value to the prospect, making them more receptive to a meeting. This approach is more efficient and builds stronger rapport.

1. Two Camps of Cold Calling Training: The video identifies two main approaches to cold calling training: sales enablement trainings common in larger companies and the advice found on platforms like YouTube and LinkedIn. The problem with sales enablement training is that the instructors may not have recently practiced cold calling themselves, leading to overly complex techniques that are ineffective for new SDRs. The issue with online advice is that it often lacks structure and practical application, leaving new reps feeling unprepared and lacking confidence.

2. Three Key Value Statement Questions: The three key questions to answer in a cold call's value statement are: Who are you? Why are you calling? What do you want? Answering these directly and concisely allows you to immediately establish relevance and avoid defensive reactions from the prospect.

3. Common Objections and Solutions: A common objection is that the prospect already uses a competing product. The video suggests acknowledging this and then pivoting to emphasize the value of meeting anyway, highlighting the potential for future collaboration and support, even if the prospect doesn't immediately switch products. The key is to present yourself as a valuable resource for the foreseeable future. Another common objection is a lack of immediate need. Here, the video suggests using prepared questions to uncover underlying needs and challenges which your product can address.

4. Improving Show Rates: The video offers several ways to improve show rates: having prospects accept the meeting invite on the phone; scheduling meetings for the same week, rather than the following week; sending a strong, concise agenda that focuses on what the prospect will learn and gain from the meeting. Furthermore, the video suggests that a high show rate is a higher-quality problem than a low meeting booking rate, and that some reluctance from the prospect is expected and can be addressed by improving the value statement and communication strategy.