Few weeks ago we hired a cold caller and
she's been working so well that I had to
make this video. So this is a cold
calling strategy that works. Cold email
works, but cold calling works better.
Alex Berman here from Experiment 27. What
we've been doing is having our cold
caller Leticia reach out to the
enterprise for mobile app development
projects. And by the enterprise I mean
Fortune 500 companies. The biggest
companies in the world. And in the first
six days of her doing this, it's been
about two weeks now, but in the first six
days we were able to score meetings with
a bunch of companies as evidenced by
these logos. And I think it's
because nobody's cold calling or
nobody's called cold calling correctly. So in
this video I'm going to lay it all out
here. I'll show you the exact strategy
we're using to make these calls. So let's
jump into it.
Number one is pick a Fortune 5000
company, Fortune 500 company. Just go
down the list and pick a good one.
The way that I recommend our clients do
it is look at your past case studies and
see what sort of case studies you have
that could be replicated.
For instance, at Dom&Tom we did a cold
email experiment with this a while
ago and it showed some good results
where we built this app called OUBound
for the University of Oklahoma. And
they let us do a case study on it. So I
took that case study and I emailed it
out to a bunch of other universities and
based on those emails we were able to
get meetings with OSU, Yale and a few
other schools just based on that initial
cold email test. So having that case
study is really good for your ideas. And
then the second thing is find the
marketing director which you can do on
LinkedIn. Basically, search marketing
director Coca Cola, marketing director
Ford and you'll get maybe two or
three people depending on how many
brands are inside of the company, but you
won't have that many. And I actually did a
video on lead gen for the Fortune 500
that goes into that in more depth
which I'll have down in the description
below. The third thing is research the
company and come up with an innovative
idea. Researching the company. So most
public companies, and almost all the Fortune 500 are
public companies, will publish goal
sheets. They'll go out and they'll look at
their initiatives for let's say 2017 and
they'll publish that online. If you
search McDonalds goals for 2017 or
Coca-Cola goals for 2017 you'll see blog
posts that outline for their team what
they're looking for. And you can use
those as insight into what these ideas
should be.
You can also use the case study as an
intro like we talked about before.
And then the fourth thing.
Number four is cold call until you get
through. I did a video a while back
on me cold calling Coca-Cola to show you
how easy it actually is to get through
to global directors. I think I talked to the
global director of Propel Fitness Water,
something like that. Maybe it was even
Coca-Cola Global. So cold cold until you
get through. If you don't get them the
first time call back an hour later.
There's no voicemail, I don't
recommend leaving voicemails and there's
no real tracking to show who's calling.
So you can call him a bunch of times and it
doesn't really matter. So just call
call 'till you get through. It takes an
average of five times calling at
different times of day to get through to
these people, but once you do you're able
to pitch the idea and ask about the
goals for 2017. When Leticia's doing her
calls. She'll call, open with a quick pitch of
who she is then pitch the idea to them
and ask for the goals for 2017. The goal of
this cold call is not to sell them.
The goal of this cold call is to get
them on the calendar. And you're still gonna
have to follow-up via email most of the
time, but sometimes they'll say 'Hey, yeah
that sounds good. Call me back at 3pm.'
And that's what works there. So ask
availability and get a meeting on the
calendar. I don't recommend using Calendly
for this. I recommend just booking it on
the calendar. Reading a few times and
doing it that way. Then have the scheduled
meeting. The key is to approach them as a
value provider not an order taker.
With cold calling it's different than an inbound
lead. This isn't somebody who is
expressing a desire in mobile app
development. This is somebody that you
are going to bring your innovation into
their company.
The key is to unlock their innovation
budget and get them to go with you
because you have the best ideas not
because you have the best technical
prowess which is a lot different than
the way that your inbound team, inbound
sales team is selling right now. It's
actually worth a whole other video
breaking down how a cold call sales call
differentiates from an inbound call. So
I'll do that one in the future. If you
need support for your digital agency
check out Experiment27.com. If you like
these type of videos feel free to
subscribe to this channel for more B2B
sales training and like this video to
encourage this type of content. I'm Alex
Berman. Thanks!
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