How to do Cold Calling - The Playbook (Part 1 of 3)
Updated: Jan 8, 2022
Have you ever wondered how to become a PRO in Cold Calling? 😎🤟
In this Ultimate Guide, we will teach you everything that you should know about the topic
This Playbook is going to be separated into 3 parts:
1. D-I-S-C Personality Profiles
2. Cold Calling Structure
- Script - Examples
3. Objection Handling
Tipps and Tricks
For the busy ones - that have no time to read, but have a spare minute on their daily commute, or for the lazy ones that simply detest reading, we have prepared an awesome video that will do the job. Please watch the video from our workshop and educate yourself on the topic:
D-I-S-C Personality Profiles
What does DISC even mean?
DiSC is an acronym that stands for the four main personality profiles described in the DiSC model: (D)ominance, (i)nfluence, (S)teadiness and (C)onscientiousness.
>> People with D personalities tend to be confident and place an emphasis on accomplishing bottom-line results.
>> People with I personalities tend to be more open and place an emphasis on relationships and influencing or persuading others.
>> People with S personalities tend to be dependable and place the emphasis on cooperation and sincerity.
>> People with C personalities tend to place the emphasis on quality, accuracy, expertise, and competency.
In the following Overview, will see a more detailed description of each aspect:
What personality type are you?
>> Try Tony Robbin's Test to find determine your personality type!
Why is Cold Calling Important?
Cold Calling will help you improve your ‘cold’ messages, it will improve the quality of your meetings and generally enhance the communication with your customers. When you are aware of the personality type of the person you are talking to, you will be able to adapt more easily to his character traits. You will be able to use more suitable verbal and non-verbal communication cues.
Tip: To improve the conversation with somebody, it is important to incorporate both personal and professional topics. If you have properly researched the targeted persona, you will be able to find similar interest.
Watch out: >> Be honest about your intentions and interests. If you are lying about the hobbies and interests that you have, you will most probably get caught and this definitely does not leave a positive impression.
>> Stay focused, always keep in mind the bigger picture and what you want to achieve
Apply Your Knowledge
Are you struggling to make sense of this information? How can you identify the personality type of someone? How can you apply the D-i-S-C Framework to real life and use it in your favor?
Watch out! Personality types are not just black and white, personalities are much more. Everybody is special and has unique personality traits, so the personality studied will most likely be a mixture of the D-I-S-C main categories.
We will now show you an Example by using LinkedIn.
The person we have chosen in relevant for our Business - Kickscale, but you can use any person that is of interest to you. Align your business goals to your segmentation.
Example: The person we have chosen is:
Team Lead & BDR Western Europe at Adobe
Let’s try to figure out what his personality type is:
Firstly, take a detailed look at the person’s LinkedIn Profile.
By doing so you will find clues to determine his personality type.
Find 10 ‘Keywords’ that the person identifies with.
What resonates with him? What describes him best?
Let's jump right into it ! 🕵️🕵️🕵️
>> Frank is a Digital Professional, he has over 20 years of experience and most importantly you can clearly see that he values honesty, directness and perseverance.
>> From his Experiences - his current and previous positions (Current Position Team Lead and BDR), we can deduct that he is outgoing, which ranks him in the upper part of the ‘D-I-S-C’ framework.
Secondly, we will take a look at the ‘Activity’ Section on LinkedIn
Watch out: Some people have no ‘Activities’ on LinkedIn, but this might be used as an indicator as well. These people tend to be more introverted, as they do not want to share so much information on their social media platforms.
For a more detailed overview of his activities, please click HERE.
From his activities we can see that he is probably good with numbers, that he is interested in sustainability - he cares about the planets, he follows the news and is always up-to-date. He is a fan of short messages and interested in the mental health of someone. Frank is interested in the digitalization process and of successful business strategies. There is so much more information that you can extract from his 'Activities' and this will help you too 'get to know the person' better.
So what personality Type does Frank have? And what will your opening sentence be? How will you trigger Frank’s attention?
Insider Tip: See where the person works at and open the company’s website. There you can find the values of the company, the latest news and job openings. In the section ‘job openings’ you will see what people the company is looking for and by finding a similar position to the one of your target person, you can already identify what persons they are looking for. Even if the person does not identify with the company's values, you will make a good impression as you have done your homework.
You can use your knowledge of the person’s interests and come up with a creative caption that will spark interest.
‘A picture is worth a thousand words’
This quote also applies to our research. From the picture you can make judgments about the person. Frank is brightly smiling, he seems sympathetic and sociable. He looks affectionate and bright, friendly and likable. Most probably all of his colleagues love him.
Taking all of the above mentioned into consideration, we can presume that Frank falls into the ‘Influence’ Category.
>> If you still need more examples to practice your detective skills, watch our Video on the topic.
In The Second Part of our Playbook you will Learn about the Structure of Cold Calling and the third Part will teach you all about Objection Handling.
What is the disc assessment? Discprofile.com. (n.d.). Retrieved December 7, 2021, from https://www.discprofile.com/what-is-disc.
Disc and you: How one tool can revitalize your office. Jennifer Maxson & Associates. (2021, June 24). Retrieved December 7, 2021, from https://jennifermaxsonassociates.com/disc-tool-revitalize-office/.