This video provides a comprehensive guide to mastering cold calling in 2025. Connor Murray, a seasoned Enterprise software sales professional, shares his framework for success, addressing common anxieties and offering practical strategies for building efficient lists, crafting compelling scripts, and handling objections.
Connor Murray advises against outdated cold calling techniques such as permission-based openers, pattern interrupts, humor, and leading with a series of open-ended questions before giving the prospect context for the call. He argues these approaches interrupt the prospect's day without establishing the purpose of the call.
To efficiently filter and create lists, Connor Murray recommends three capabilities: the ability to filter leads by criteria like job title, department, or industry; a way to easily add filtered leads to a list; and the ability to contact those leads one by one via phone.
The value statement framework answers three key questions in the initial 30-45 seconds of a call: Who you are (name, company, relevant title); why you're calling (prospect's priorities/pain points and how you address them); and what you want (time on their calendar for a meeting).
Connor Murray suggests several methods for overcoming cold call anxiety: having a repeatable framework to maintain control; creating lists of contacts with similar buying triggers; tracking results to become more detached and data-driven; and understanding that you will never hear from those who hang up.
