Different Cold Calling Opening Techniques: Which One Should You Use?
Different personas require different approaches
8/11/20263 min read
In B2B cold calling, there are several schools of thought when it comes to opening lines (also known as openers).
1. The KOLD KLUB Approach (Enzo Colucci, Julien Bouic, etc.)
Some salespeople, such as those at Kold Klub, don't ask prospects for permission before delivering their pitch.
It's a rather aggressive approach, but it can be extremely effective in certain situations.
The call typically starts like this:
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. How are you doing?
Prospect: Good, how about you? / Fine (sounding suspicious) / Who are you? (slightly arrogant tone) / etc.
You: Actually, I don't want to take up too much of your time right now. We work with {Job Titles} like yourself, helping them {Benefit 1, Benefit 2, Benefit 3}. This typically allows them to {Outcome 1, Outcome 2, Outcome 3}. Would you have some time on {Proposed Day and Time} or {Alternative Day and Time} to discuss this?
This technique can generate a lot of meetings in certain industries, but the no-show rate is enormous (meaning prospects often don't show up for the meetings they've agreed to).
In some highly competitive markets, this approach simply doesn't work at all.
That said, it's undeniable that in quite a few industries, this method can sometimes generate an impressive number of meetings, provided you deliver it with enough energy, confidence, and quick thinking.
As you can see, with this approach, virtually the entire cold call happens in the opening.
2. The Generic Permission-Based Opener (Giulio Segantini Style)
With this approach, you ask the prospect for permission before delivering your pitch.
The advantage of permission-based openers: If the prospect says yes, you get the opportunity to have a genuine conversation with them, which can sometimes lead to highly qualified meetings.
The disadvantage of permission-based openers: The approach can sound somewhat generic, meaning many prospects will say no, especially in certain industries and with certain personas.
A. A Simple and Effective Permission-Based Opener
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. I'll be completely honest with you: this is a sales call. Would you mind if I took 30 seconds to explain why I'm calling? And if it's not relevant to you, we can simply hang up.
B. Some More Humorous Variations
Variation 1:
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. Would you throw your phone out of the window if I told you this was a cold sales call?
Variation 2:
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. Would I ruin your {morning / afternoon} if I told you this was a sales prospecting call?
Variation 3:
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. I've got some good news and some bad news. Which one would you like to hear first?
If they choose the good news:
You: I can help you {Benefit 1}. We work with {Job Titles} like yourself. Would you mind if I explained a little more in 30 seconds?
If they choose the bad news:
You: Well, it's a cold sales call! Would you mind if I explained a little more in 30 seconds? And if it's not relevant, we can simply hang up.
3. Tailored Permission-Based Openers
Tailored permission-based openers also involve asking the prospect for permission, but with more context so that the call feels less generic.
The goal is to provide a relevant reason for reaching out and increase the likelihood that the prospect will agree to hear you out.
A. Based on Social Proof
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. I'm calling because we work with {Job Titles} in the {Industry} sector, including {Social Proof 1 and Social Proof 2}. Would you mind if I told you a little more about it in 30 seconds?
This opener can be extremely powerful, but it works best when you genuinely have relevant social proof within the specific industry of the person you're calling.
B. Based on a Buying Signal
You can also build a permission-based opener around a specific buying signal, such as an ongoing recruitment process, a recent promotion, a funding round, or rapid company growth.
You: Hello, {First Name}?
Prospect: Yes?
You: Hi, nice to meet you! I'm {Your Name} from {Company Name}. I'm calling because I noticed that {Signal 1, potentially followed by Signal 2}. We work with companies / people in exactly the same situation. Would you mind if I explained a little more in 30 seconds?