Do You Have A Quick Second? Never Sell On Cold Calls – The Science Behind Mastering Cold Calling

    It’s time to throw away your sales scripts.  We had the pleasure of attending a seminar by Steve Richard of ExecVision entitled “Phone Sales Mastery- Get an Appointment with Anyone!”  The above video will provide you some amazing scientific play-by-play analysis of real cold calls.  Learn how the quality of a sales conversation matters, yet the profession of sales largely misses the mark on teaching sales reps how to master it.

    Here are some great gold nuggets of information Steve Richard provided at the seminar:

    The number one objective when cold calling is to get the appointment, and not try to sell all the amazing benefits as to why people should buy your product or service.  Every salesperson should start by building a contact list.  The list should include all of the typical contact information, but also include some pre-call research about your prospect.

    Once you have your list, it could be of great benefit to invest in cold calling software to better track and quickly move from one prospect to the next.  One big must is to pick up the phone and call!

    The big challenges to effective cold calling include: 

    • Getting past the gatekeepers
    • Quickly communicating value
    • Handling objections
    • Playing phone tag
    • Finding the right ICP – Ideal Customer Profile
    • Past clients that may not be happy – focus on how great you are now, and how things are different

    Some great talking points to include when on the phone:

      • “How’s it going?”
      • “Do you have a quick sec?”  (Spoken at a quick speed to move on to the reason for your call) This works approximately 80% of the time!
    • “I’m calling to verify the correct spelling for x employee name.”

    Cold calling is like the sport of professional football.  You have to do your homework and be consistent – keep dialing, know your opponent, and know that part of winning is knowing why you lost.  Football players and coaches watch a tremendous amount of film to get an advantage over their opponents.  Listening to your own calls, as well as calls by other sales people, is a must if you want to get to the goal line with a confirmed appointment or sale.

    The big key to success is to do your pre-call research.  You have a 568% higher chance of getting the appointment if you have done your pre-call research and utilize it during the call at just the right times.


    Some more interesting statistics include:

      • Only 3% of prospects are ready to buy right now, and they typically use the words “We” when making buying decisions
    • 40.5% of prospects might buy, but perhaps need to know more, and typically use the word “I” when making a decision
    • 56.5% of prospects are not ready to buy right now

    Someone who is in the not ready to buy, 56.5%, may be ready in 90 days, and don’t worry, they will not remember you called them three months ago.  Do you remember the name of the last person who cold called you?  Remember to not talk about what you do, but instead focus on current trends that impact your prospect, or potential risks of losing competitive market share to their competitors for not learning more about what you have to say after getting the appointment.

    Finally, when researching your pre-call data, use to get prospects’ cell phone numbers.  The site is free, and you will be surprised how many cell phones are listed.  We hope you find value in the video and the expertise Steve could provide your organization.

    The seminar was held at the Shepard Pratt Conference Center in Baltimore.  Special thanks to Umar Hameed for arranging the seminar.  For more information about Umar, go to his website:

    Listen In On A Live Cold Call:

    Steve Richard’s Bio:

    My mission and life’s work is to help sales professionals become wildly successful. I believe that the quality of sales conversations matters, yet the profession of sales largely misses the mark on teaching sales reps how to have great conversations. After 10 years as a sales trainer I learned that the only way to achieve my mission was through the use of technology to help more sales professionals worldwide.

    Can you imagine a sports coach who doesn’t use game tape? Seems absurd. Yet it happens every day in sales organizations around the world. Many tools exist to capture sales practice, and practice is great. Which would you rather have: practice tape or game tape? More on ExecVision below…

    Outside of entrepreneurship and business, I volunteer for Columbia Lighthouse for the Blind and am an avid scuba diver, skier, runner, football watcher, dad to 4 little kids, and husband to the best wife in the world.


    Designed by seasoned sales and customer success professionals, ExecVision is the only conversation intelligence software that was built to empower organizations to coach people efficiently at scale, improving performance and driving revenue.

    ExecVision analyzes conversations, providing the ability to identify what was said, the context of what was said, positive or negative reaction, and the phase of the conversation where it occurred. ExecVision then interprets and compares outcomes, giving you insights into what is and isn’t working, differentiating top performers from everyone else.

    To accomplish this, ExecVision ingests and transcribes conversations, then leverages AI to identify and flag key moments that managers would have never caught due to time limitations.

    ExecVision combines software with a team of engagement and training specialists to customize the experience for the unique needs of your organization.

    Charles serves as the CEO of eBranding Group, a local marketing and design agency located in the greater Baltimore area comprised of web designers, graphic designers, content writers, business consultants, and video production crews. He is responsible for the overall project management and design, as well as implementation of brand development at eBranding Group. With a thirst for outside-the-box thinking, Charles has taken eBranding Group to new levels of success. He challenges the status quo and acts as a producer who helps companies craft their story to better communicate their corporate vision to customers. His business consulting and artistic and creative background delineates him for other agency CEOs. Charles is also the founder of Leading Maryland, a groundbreaking business publication for showcasing the writers, designers, and business consultants who work with him at eBranding Group. Charles is also very active in the business consulting and leadership community.