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  • Writer's pictureMatt Aird

Stage 1 Of The World's Best Cold Calling Framework - The Intro

Updated: Nov 17, 2022

At Sales Science we’ve set over 3000 meetings over the phone in the past 12 months. Not MQLs that we’ve spoken to over the phone to book a meeting - but actual cold calls. Build a list, write a script and call the prospects.

The framework we’ve used on every single one of these has just four parts:

  1. Opener

  2. Problem statement

  3. Pain exploration

  4. Close:

This framework will work whether you’re selling to construction companies, lawyers, bakers or electricians. We’ve used it successfully in over 50 different campaigns.

So let’s dig into the first part of cold call.

The Cold Calling Opener

We like to use permission based openers in combination with context setting statements. Not everyone is a fan of these but we love them.

Here’s an example:

Hi {{first_name}} we’ve never spoken before, but I was hoping to get 20 seconds to explain why I’ve called?

In this example the context setting statement is “we’ve never spoken before” and the permission based question is “I was hoping to get 20 seconds to explain why I’ve called”.

Why context setting, permission based openers work

Whenever you speak with a prospect on a cold call, there is a subconscious process occurring in the prospect's mind. That process is trying to place the context for the call. Is this a customer? Is this a partner? Is this the building company that is calling to discuss the quote they sent me?

You need to break this process before the prospect can truly engage in a 2 way dialogue with you.

The context setting, permission based opener does this. By saying “we’ve never spoken before” or “you weren’t expecting my call” or “I know I’m an interruption” or “this is a sales call” you’re breaking that subconscious process. You’ve given them enough context to begin to engage with you.

The second part of the opener is the permission you’re seeking. “Can I get 20 seconds to explain why I’ve called” or “do you want to hang up, or can I get 30 seconds to explain why I’ve called” or “I haven’t caught you at a bad time have I”

Once they grant you this permission (which will happen 95% of the time if you deliver it well) you’re now free to proceed to next step, which after all is all we’re looking for when cold calling. Can we get into the meat of the conversation with a prospect so that I can determine whether or not they have a problem I can help them to solve.

In our experience, a context setting, permission based opener is the best way to do it. Here are a few you can try.

Hi {{first-name}}, we’ve never spoken before but I was hoping to get 20 seconds to explain why I’ve called

Hi {{first_name}}, I know I’m an interruption, but can I get 27 seconds to explain why I’ve called?

Hi {{first_name}}, look this is actually a sales call, did you want to hang up or can I get 20 seconds to explain why i decided to call you?

Keep an eye out for the next blog post in this series where I’ll break down the second part of the worlds best cold calling framework, the Problem statement.

If you don’t want to wait for that, you can get access to our guidebook “The world's best cold calling framework”, which breaks down each of the four stages in detail and provides examples for each. Get access to that here.


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