Jason Bay's Cold Calling Framework (1/3): The First 60 Seconds

by Jason Bay

November 10, 2023
Prospecting

Our objective when cold calling is to break the buyer out of the typical relationship between seller and prospect:

  • Seller → Chase and sell
  • Prospect → Avoid and run away

Sound familiar?

Our objective is not to book meetings. It’s not to qualify the prospect. And it sure ain’t pitching our solution. It’s to create an environment where authentic conversations have a high probability of happening.

In this 3-part series, I’ll teach you how to land 2-3x more meetings from your cold calls:

  1. The First 60 Seconds: How to succeed where 80%+ of reps fail
  2. The Hook: How to find problems and create urgency
  3. Saying Goodbye: How to eliminate no-shows

You’ll learn the same tactics I’ve taught reps at Gong, Zoom, Medallia, and many more.

Ready to dig in?

The First 60 Seconds

How To Succeed Where 80% Of Reps Fail

This is where cold calls are won and lost. The typical cold call lasts only 80 seconds. And only 10% of cold calls last longer than two minutes (Chorus.ai).

Your objective with the intro: Earn more time

Avoid these approaches (they are conversation stoppers instead of conversation starters):

⛔️ "I was calling about [solution]." 

⛔️ "I wanted to inquire if [solution] is top of mind."

⛔️ "I wanted to see if you’re interested in exploring our platform.”

⛔️ “Have you heard of [company] before?”

⛔️ “How’s your day going?”

Permission-Based Openers (PBO'S)

The prospect didn’t ask you to call them. You’re an unexpected interruption.

Get their opt-in. It sounds crazy if you’ve never tried it before. But it works.

Here are a few pointers on tonality:

  • Friendly: Be incredibly hard to be an a**hole to 🙂 Simple hack: smile during your call (just like you would in person).
  • No uptalk or “customer service” voice: Remove upward inflection, high-pitched tones, and unnecessary formality. You aren’t on the phone with your insurance provider!

Here are a few variations of PBO's you can try:

  1. The Classic: "Hi David, it's Jason. I know I'm catching you in the middle of your day. Do you have a minute for me to share why I'm calling? And then you can decide if you want to keep chatting?"
  2. The Gong Opener: "Hi David, it’s Jason with Outbound Squad. I don’t suppose I caught you at the WORST time did I?” (a smile and slight chuckle are key with this one)
  3. Start With Relevance: “Hi Jessie, I’m calling about all the hiring it looks like you’re doing in Canada right now. Oh, by the way, it’s Jason with Outbound Squad. Do you have a minute? I promise to be brief.”
  4. Armand Farrokh’s Opener: “Hey Heather, we work with a few other construction firms in Texas. It's Jason at Outbound Squad. Have you heard our name tossed around?”
  5. Disarmingly Blunt: “Hi Chelsea, it’s Jason. You're going to hate me. I’m cold-calling you, so please feel free to hang up on me if you need to. Was just hoping I could have 30 seconds to explain why I was reaching out?"

How to put this into action: Pick one PBO from above. Practice a few dozen times out loud by yourself or with a partner. Start using it on your cold calls this week.

Join 60k Newsletter Subscribers and hand-deliver tactics to you every week

Toolkit

Blank Asset

Cold Call Course

Cold Calls to President’s Club

Cold Call Course

Cold Calls to President’s Club

Jason Bay
Jason has over a decade and a half of experience selling and leading sales teams. He led many of the training engagements with AEs and SDRs at Gong, Zoom, Medallia, Rippling, and many more prior to stepping into a CEO role to help Outbound Squad scale.
Forward Fresh Tactics!

Warm Nick’s heart by sharing this newsletter with a friend who might enjoy a solid tactic!

Or Share on Socials:

…or subscribe yourself if you haven’t already!

Want more tactics like this? Keep reading:

How I Handle “Send Me Some Information” on a Cold Call

Read more

4 Questions to Write Painfully Triggering Cold Emails

Read more

How to Prioritize Your Cold Outreach (Instead of Cold Email Spray and Pray)

Read more

Ready to dive in?
Join these sellers who made it to President’s Club!

Taught reps get to power and close deals faster!

30MPC has been so impactful for not only my team, but for me as a leader.
There's not a more tactical sales approach out there, and not just for your typical skills like cold calling and discovery, but for things like increasing the velocity of legal review and how to get to decision-making power at the right time.

Taught reps get to power and close deals faster!

Josh Rosenthal
,
Sr. Director of Sales @ Corestream
Booked 13 meetings in 3 days!

The cold calling course literally got me 13 outbound meetings in 3 days. My favorite thing about the cold calling course is that it’s immediately actionable.

My second favorite thing about Club Pass is that it got me 13 outbound meetings in the first 3 days I started using it.

Booked 13 meetings in 3 days!

Makenna Turner
,
#1 SDR at  Practice
More in the first 40 pages than every other sales book combined!

Throughout my sales career, I’ve read plenty of sales books, but after just 40 pages of Cold Calling Sucks, I’ve already gained more tangible and actionable steps to elevate my sales skills than from all the others combined. Structured advice >> conceptual advice

More in the first 40 pages than every other sales book combined!

Daniel Haddad
,
AE at Docusign
Ranked in the top 1% of all AEs at LinkedIn

Dude. I’m going to President’s Club. But not just any President’s Club. A New program – Club One. Designed for top 1%. Holy s***. Thanks to you guys at 30MPC..

Ranked in the top 1% of all AEs at LinkedIn

David Rosenstein
,
AE at LinkedIn (Top 1%)
Booked a whopping *100* meetings!

Transitioning to sales at 40 was a big leap, but 30MPC has been instrumental in my success. By October, I was able to hit my annual quota of 100 bookings – a milestone I wouldn't have reached without all the tools and resources they provide..

Booked a whopping *100* meetings!

Genavie Garcia
,
Top BDR at Revspring
Went from 60% to #2 at Gong!

I got to President's Club. I started listening to 30MPC in January of last year. I had moved to a new role and just wasn't getting there, I was on 60% of my year. Exactly one year of listening to 30MPC and I hit 180% attainment! I finished this year as the number 2 seller in my company and I'm going to President's Club!

Went from 60% to #2 at Gong!

Alex Copeland
,
President’s Club and #2 Rep at Gong!