Cold-Calling: Could This Help?

Cold-Calling: Could This Help?I’ve recently launched a program where I schedule 15-minute appointments to sit with business owners and discuss the topic “Optimizing Employee Productivity and Reducing Employee Absenteeism.” So far it’s been very successful. I get to learn the owner’s objectives, find out their challenges, and present useful solutions.

This wasn’t my brainchild. Although I tailored the presentation to my particular area of expertise, the idea came after I listened to a webinar featuring Ken Krogue and Kraig Kleeman. “The Art of Cold Calling and the Science of Contact Ratios” featured the results of research each did independently with sales teams their organizations helped. Of particular note was Kraig Kkeeman’s observation regarding Value-Proposition cold calls vs. Lead-with-Research cold calls. He highlighted an example of one sales group that used the traditional value-proposition cold call. The team made 331 dials – and scheduled zero appointments. Why such a poor showing? Their research shows that executive buyers in particular react to unsolicited cold calls using product benefit/value proposition language with frustration and hostility. However, when they switched to the lead-with-research cold call, the results were vastly different.

Over a 12-month period, the aforementioned team scheduled 250 new presentations and generated under $1M in revenue using their value-proposition script. What happened when they incorporated the lead-with-research script Mr. Kleeman and his team helped develop over a subsequent 12-month span? The same team scheduled 1,680 new briefings and generated $10M in revenue. A huge difference, you’ll agree! Please listen to the webinar to get more details and benefit from the observations of Ken Krogue.

My challenge to you is this: Re-examine your cold-calling language and methodology. Ask yourself the following questions:

  • Are you leading with value-proposition/product benefit language?
  • If so, can you change it to lead-with-research terminology?
  • Are you focusing on your prospects purpose in agreeing to meet with you (another thing stressed in the webinar)?
  • If not, can you make changes to incorporate this mindset?

Chances are you’ll see a bump in your results fairly quickly. And yes, you can contact the team at Inside Sales if you want to schedule either personal or team training. After all, we should always work on perfecting our craft.

Finally, if you want to schedule a 15-minute analyst discussion on the topic of “Optimizing Employee Productivity and Reducing Employee Absenteeism,” get in touch. You can reach me by email at or give me a call at 646-340-8087. I’ll be happy to sit down with you in person, via Skype or a Google Hangout, or over the phone.

This entry was posted in Direct Selling, Marketing, Prospecting Customers, Sales and tagged , , , , by Kerwyn Hodge. Bookmark the permalink.

About Kerwyn Hodge

Kerwyn Hodge has been an entrepreneur from early on. He’s been both a worker and manager, predominantly in the design and construction industry. Kerwyn transitioned to the Direct Selling industry, and joined LegalShield in July 2009. He works with businesses of all sizes, helping to protect the legal rights and identities of employees and their families, as well as helping to protect and grow small businesses with 100 employees or less. Check out his blog at You can reach him at 646-340-8087, or via email at

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