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<\/a><\/p>\nI run an exercise in some of my HBS classes. We have students make real cold calls selling $20 pizzas to local businesses. I’d say out of 1,000-or-so calls, students generally manage to sell five or six pizzas. The success rate is pretty brutal, but the learning experience is invaluable.<\/p>\n
I recently demonstrated this approach on The Science of Scaling YouTube channel with Matthew Brown, who bravely stepped into the role of a novice salesperson. Here’s a look at how that went.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n There’s a reason that cold calling is often viewed as one of the most \u2014 if not the <\/em>most \u2014 frustrating activities in sales. If you\u2018re good at it, you\u2019ll still get hung up on 80-90% of the time, and even the best SDRs tend to only book one meeting a day. That’s why many salespeople would prefer to avoid it altogether. But mastering cold calling is possible with the right technique, mindset, and practice.<\/p>\n For this exercise, I played the role of a busy chiropractor\u2018s office manager. Matthew\u2019s first attempt to sell me a pizza fell flat. He got flustered after the first objection and didn’t know how to proceed. This is the reality most salespeople face when cold calling.<\/p>\n After watching Matthew\u2018s initial struggle, we broke down a framework that transformed his approach. Here\u2019s how that went.<\/p>\n <\/a> <\/p>\n After years of studying and teaching cold calling techniques, I\u2018ve found Sam Nelson\u2019s approach to be the most effective. It’s built on simplicity and repetition, allowing your mental energy to focus where it matters most. Let me break down each component:<\/p>\n This question only has two possible answers (yes or no), and your response remains identical either way: \u201cI’ll be brief.\u201d If they say it\u2018s a bad time, you acknowledge but promise brevity \u2014 if they say it\u2019s fine, you\u2018ve created a small commitment to listen.<\/p>\n Either way, you\u2019ve established a foothold in the conversation that buys you precious seconds to deliver your message.<\/p>\n Your elevator pitch should follow a simple formula: \u201cWe provide X to Y leaders that improve Z by [specific outcome].\u201d<\/em> It should be concise, value-driven, and tailored to the prospect’s likely pain points.<\/p>\n When Matthew revised his pitch to emphasize how the pizza would save the office time and improve staff morale rather than just describing the product, his effectiveness improved dramatically. Remember, you\u2018re not trying to close a deal yet \u2014 you\u2019re creating just enough interest to continue the conversation.<\/p>\n After delivering your elevator pitch, immediately follow with a direct ask. In our pizza exercise, this was straightforward: \u201cWhat do you think? $20 for the pizza?\u201d In a B2B setting, you might say, \u201cI’d love to set up an introductory call. How is your schedule?\u201d<\/p>\n When Matthew first heard objections, he backpedaled and froze. In our revised approach, he acknowledged each objection, provided a counterpoint, and immediately circled back to the ask. The key insight: objections are expected parts of the conversation, not conversation-enders.<\/p>\n When I objected about preferring healthy food, budget concerns, or being too busy, Matthew countered each point and immediately returned to: \u201cI’d still like to send you that pizza today.\u201d<\/p>\n The takeaway? <\/strong>The average successful cold call involves handling three or four objections before booking a meeting.<\/p>\n Subscribe to The Science of Scaling on YouTube<\/a> and turn a typically slow-paced season into a successful summer for sales teams.<\/p>\n\n
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Why Cold Calling Is So Challenging<\/strong><\/h2>\n
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<\/p>\nThe Cold Call Framework That Actually Works<\/strong><\/h2>\n
1. Open with <\/strong>\u201cDid I catch you at a bad time?\u201d<\/em><\/strong><\/h3>\n
2. Deliver a tight elevator pitch.<\/strong><\/h3>\n
3<\/strong>. Handle objections and repeat the ask.<\/strong><\/h3>\n
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