CODEX VII

Advanced TOF

Cold Call Techniques

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Disclaimer
Dear reader, please implement responsibly. Reps using these techniques have
achieved promotions, paid off houses, bought car & waltzed their way into the
President’s Club. Proceed with caution.

Intro
My name is Justin Michael, and I'd like to personally thank you for reading this.
I've spent 20 years in the trenches as an SDR. Learning the ins and the outs. Paying
with blood (ask me about NY), sweat, and tears. And what I've learned over the years
is this: cold calling isn't dead. Not by a long shot. In fact, if done right, it can be one
of your greatest tools for filling your pipeline. Sure, there might be industries where it
converts better than others. But you didn't get in sales to hang up the towel, did
you? Try this and watch your pipeline truly grow. What you're about to read has been
honed over two decades. Word for word. Sentence by sentence. So if you're
satisfied with your current results, delete this. Throw it away. Please. But if you'd like
to get a taste of finally cracking TOF on the phone... This is it. Introducing the RRM
and RRR methods.
Welcome to 3021.

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RRM
Route. Ruin. Multiply.
The first 3 heartbeats determine everything:
Whether you get hung up on
Whether you get routed or not
Get told to pound sand, or..
Get to the next step in your script.

Step 1: Intro
Say the prospect's full name — go for the pronunciation even if it’s hard:

Is this Nancy Kowalczik? Koh - wal - chik.

Yes

Hey It’s Justin Michael from Acme Corp.

Step 2: Route

Just curious.... Who’s in charge of your

CX strategy?

Why what’s this about?

I have some CX tech but don’t want to

waste your time... just curious who heads
up CX, does that roll up to you?

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Step 3: Ruin (Peel the Onion)

How do you do that now, do you handle

it internally or work with a 3rd party?

OPTION 1:

Oh, we actually build internally...

Oh, did you choose to do that or

someone there before you?

or

How long did it take you to build it out?

OPTION 2:

We already have a vendor

Makes sense — who do you use?

Won’t disclose:
Can’t say

Oh, interesting... what do you like about

them? [Then shut up...]

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If they name the vendor:
It’s Beta Corp

Beta Corp is great, how’s that working

out for you? [pregnant pause.... Wait]

They do nothing:
We don’t do it at all

Doing nothing is a choice, validate it. Always validate the status quo; agree, make
them right. If they surface pain, peel the onion with open questions - preferably SPIN
(situation problem need pay-off). NEVER address a pain by spoon feeding your
solution, feature function, or benefits. Once they start talking about why their
decision or indecision is right they invariably move across the emotional spectrum
from positive to negative, surfacing pain. It seems unlikely this would happen but it’s
the greatest reverse psychology breakthrough I discovered on thousands of calls.
When you get a PAIN — peel the pain. Never meet a pain with a bandage, never
bandage the wound. Instead, twist the knife. Be Columbo vs. Marry Poppins “spoon
full of sugar.”

Other:
We love Beta corp mostly but the
Customer Service is pretty weak.

What not to do:

Our customer service is great.

[Focus on YOUR solution]

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What to do:
Oh, that’s interesting, why is customer
service interesting/important to you?

Well, as a matter of fact, our CS team is

based in Australia so we need to wait
one day to get a ticket answered. Not an

issue except at the end of the month

when we charge credit cards, customers
can’t refund for 72 hours & go ballistic

Oh no! What happens then?

It’s costing us millions in negative Google

and G2 Crowd reviews knocking spilling
blood on Page One.

Oh, your customer service is an issue.

What would happen if you fix it?

Honestly, I calculated, we would reduce

churn by 15% percent which adds 3
million in ARR.

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Step 4: Multiply

Look, Nancy – don’t change what you’re

currently doing (frictionless) — plug us in
alongside Acme Corp to multiply the
effectiveness of your current solution.

Other good verbs for Multiply

Turbocharge
Force multiplier
Spike
Boost

You want to position Augmentation over rip and replace — they’re on a heavy
multi-year SaaS contract so you’d be DOA.

RRR
Route. Ruin. RIP.
This means you run the Route Ruin to pitch later in the framework and when you
pitch, do a solid full value prop to differentiate why you’re better. The time delay on
when you pitch will make it much more potent to convert.
Personalization — 3x3 research works well — 3 facets of personalization in 3
minutes. I call this Synthesis or Hyper-Personalization — recently I’m dubbing it

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Personalization stacking
Scan their LinkedIn profile, Twitter, and a quick Google search and tie any 3 points
together. Right brain left brain is best — something logical something emotional.

Noticed you went to Notre Dame,

majored in Applied Statistics, and won
30 under 30.

Better would be — tying their Ernst and Young Entrepreneur of the Year Award
back to a facet of their agile software development team approach.

Hey Nancy, Noticed you got the 30-

under-30 as an entrepreneur, it reminds
me a lot of our founder who had a similar

award and cracked into the IT world

young like you.

Be relatable, tying personalization to relevance. Use the stacking

to mention multiple points in the email or call.

A note on tone
DMV Approach + Air Traffic Control
Neutralize your voice “no hunger” like it’s the DMV counter or you’re directing air
traffic at the airport. The less emotion and more downtones the more control.
W hen you’re getting hang-ups in the first three heartbeats you’re not downtoning
and sounding like you work at the DMV = non-salesy is the key.

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When RRM fails... You’re not following the nuances above or the word “charge” is
too combative. Ask the top script differently when you hit the R over and over...

What’s this about?

Instead of “Who’s in charge of your IT strategy?” 2nd time ask:

Who heads up your IT strategy

Who’s responsible for your IT strategy
Who’s the appropriate person on IT
strategy? (speak with finesse)
Who’s responsible for decisions on
software for your IT strategy?

Caution
Keep your listen to talk ratio always at 80/20 or better
Do not skip prematurely to RUIN or Multiply - reps do this because they’re
impatient
Go back to ROUTE over and over and over again until DM is confirmed
Never start pitching until you hit the POLARITY shift (remember, they trigger the
pitch by desire to hear it).
Why don’t traditional phone approaches work like “the reason for my call....” – you
interrupt and spotlight yourself vs. the prospect speaking. You disagree and
overcome objections vs. agree.
Traditional scripts are Kung Fu. RRM is Aikido. I interrupt you and within 3 seconds,
I’m getting you to confirm your exact name pronunciation (Dale Carnegie, most
beautiful sound in the human language), your power (what you do), then getting you

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to open up to me about latent pain (SPIN questions).... This removes all the friction
and recoil from the call. Speed to trust quantum leaps.
Warning: In 2007, with this technique, I started to close deals fully on the first call. In
the 2020s, there are 12 decision-makers in a deal, so “closing for time” is your best
bet — aka landing the meeting (the 1st commitment).
Signs you’ve done this method right:
They ask you for time on your calendar!
They suggest or ask permission to bring multiple stakeholders
Deal velocity speeds way up — show rates move to 90% plus for meetings
Call time balloons over 10 minutes but sales cycle length comes down
under 45 days.

Classical cold call (old way)

Interrup
Don't let them tal
Pitch your product
Persuade, convince, argue
With RRM the spotlight is on the prospect, not yourself and you're agreeing,
listening, and peeling the onion the whole time — it's never been done in 20 years.

Rules
Strive for 85/15 even 95/5 listen-to-talk ratio. If you ever go above 50% you’re talking
way too much.

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Wait for the POLARITY shift — keep asking open implication need pay-off — PAIN
funnel — peeling questions until they ask.

Wait what do you do?

Wait, can you do that?

What’s your name again?

What’s the company called?

This is the Vampire Rule — you must wait for them to desire knowing what you offer.

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