The Shawn Sease Cold Calling Method

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David Zeff

Founder and CEO of Whistle, with over 10 years of selling technology to hundreds of SMB and Enterprize companies across multiple sectors.


Table of Contents

The Shawn Sease Cold Calling Method is a proven approach that helps sales reps generate successful cold calls and build strong relationships with potential customers. This method involves specific techniques and steps that optimize every aspect of the cold calling process.

Shawn Sease emphasizes the use of a positive and enthusiastic tone of voice. This helps to establish rapport and build trust with potential customers right from the start of the call. In this blog we explain how this method equips sales reps with the skills and techniques needed to navigate successful cold calls.


Sales Preparation

Sales Preparation plays a critical role in the success of cold calling efforts. Before making a call, sales reps must take the time to conduct thorough research and gather pertinent information about their potential customers. This includes understanding the industry they operate in, identifying pain points and challenges they may be facing, and offering tailored solutions that address their specific needs. Taking the time to prepare before making a call enables sales reps to approach potential customers with confidence and present a compelling value proposition that resonates with their needs.


Identifying Potential Customers

In the world of sales, one of the greatest challenges is identifying potential customers who are most likely to benefit from your product or service. Understanding their needs, fears, and doubts can greatly influence their buying behavior. This is where the concept of cold calling comes into play.

Cold calling involves reaching out to potential customers who may have never heard of your company or are not actively seeking your solution. The goal is to qualify them as viable leads by initiating a conversation that uncovers their pain points and goals.

To make a successful cold call, it’s essential to focus on making a genuine connection with the person on the other end of the line. Take the time to understand their specific needs and concerns. By doing so, you can tailor your message to highlight the key benefits of your product or service that address their pain points directly.

Identifying potential customers through cold calling is not only about finding leads, but also about building relationships. By taking the time to understand their needs you can position yourself as a trusted advisor in their eyes. This approach significantly boosts the chances of converting these leads into loyal customers who truly value your solution.


Researching Prospects

Researching prospects plays a crucial role in increasing the success rate of cold calls. By gathering information about a prospect’s background, interests, and recent activities, sales professionals can tailor their approach to position their product or service effectively.

Utilizing online resources like social media platforms such as LinkedIn, Twitter, and Facebook can provide valuable insights into a prospect’s professional history, interests, and even recent posts or updates. By analyzing these platforms, sales reps can gain a deeper understanding of the prospect’s needs, preferences, and pain points, enabling them to customize their pitch and approach accordingly.

Additionally, staying up to date with industry trends allows sales professionals to demonstrate their knowledge and expertise during a cold call. By referencing recent developments or challenges within the prospect’s industry, the sales rep can showcase the relevance and value of their solution, capturing the prospect’s attention and increasing the likelihood of a positive response.


Writing a Script

When writing a script for cold calling, it is important to incorporate key elements that will make your interactions with potential customers more effective.

– You need to have a strong opening line that grabs the attention of the person you are calling. This could be a personalized introduction or a question that piques their interest.

– You need to outline the key talking points that you want to cover during the call. This includes highlighting the benefits and value of your product or service, as well as addressing any potential pain points or challenges that the prospect may be facing.

– You need to develop responses to common objections that may arise during the call. By preparing ahead of time, you can confidently address concerns and provide solutions, ultimately increasing your chances of success.

– You need to include a clear call-to-action. This is where you outline the next steps that you want the prospect to take, whether it’s scheduling a follow-up call, requesting a demonstration, or setting up a meeting.


Making the Call

Making a cold call can be a nerve-wracking task, but with the right preparation and mindset, it can also be a valuable tool for generating leads and expanding your customer base. Remember, cold calling is not just about making sales, but also about building relationships and uncovering opportunities. Patience, persistence, and a positive attitude can go a long way in making your cold calling efforts fruitful.


Setting Objectives

By establishing specific, measurable, assignable, relevant, and time-bound (SMART) goals, sales teams can effectively guide their cold calling efforts and increase their chances of success.

SMART goals provide a roadmap for sales reps, helping them stay focused and motivated throughout the cold calling process. These goals should be:

– Specific, clearly outlining the desired outcomes.

–  Measurable, to allow for easier tracking and evaluation, ensuring that progress can be quantified.

– Assignable, to allocate responsibilities and enable the appropriate allocation of resources.

– Relevant, to determine objectives for cold calling. Aligning goals with the overall sales process and buyer persona helps maintain a consistent and targeted approach.

– Time-bound, to set deadlines, creating a sense of urgency and avoiding procrastination.

However, merely setting goals is not enough. Regularly reviewing and evaluating the effectiveness of objectives is essential. By using the SMARTER approach sales teams can identify areas for improvement, adjust their strategies, and optimize their cold calling efforts for maximum success.


Establishing Rapport

In the Shawn Sease Cold Calling Method, establishing rapport is emphasized as a crucial step in building a connection with potential customers. By focusing on rapport building, sales representatives can create a positive impression.

One effective strategy in building rapport is to ask personalized questions that demonstrate genuine interest in the prospect. By asking about their specific needs, challenges, or goals, the sales representative can gather information that is relevant to the conversation and tailor their approach accordingly. This not only shows that the sales representative is invested in understanding the prospect’s unique situation, but also helps familiarize them with the prospect’s needs.

To initiate a conversation and create a positive impression, the sales representative can ask questions such as:

– “I noticed that your company recently launched a new product. How has that been received by your target market?”

– “What challenges are you currently facing in your industry, and how are you addressing them?”

– “I saw on your LinkedIn profile that you recently attended a conference. What were the key takeaways for you?”

Before making the call, it is important for the sales representative to conduct light research on the prospect. This information can help the sales representative understand the prospect’s background, industry, and current activities, allowing for a more personalized and meaningful conversation.


Presenting Your Pitch/Offer

One of the most crucial aspects of a cold call is presenting a compelling pitch or offer that grabs the prospect’s attention and generates interest. 

When presenting your pitch, it is important to highlight the benefits of your product or service. Focus on how it can solve the prospect’s pain points and address their specific needs. By clearly articulating the value they will receive, you are more likely to capture their interest.

Additionally, incorporating social proof can further strengthen your pitch. This can include sharing success stories, testimonials, or statistics to demonstrate the positive impact your product or service has had on other customers. Social proof builds credibility and trust, making the prospect more likely to consider your offer.

By personalizing your pitch and demonstrating how your solution can benefit them, you increase the chances of engaging the prospect in a meaningful conversation.


Responding to Objections and Asking for Action

Responding to Objections: When cold calling, it is inevitable that you will encounter objections from prospects. These objections can range from concerns about price, to the prospect feeling like they don’t need your product or service. However, objections should not be seen as roadblocks, but rather as opportunities to address any concerns and provide further value. When responding to objections, it is crucial to remain calm, empathetic, and knowledgeable. By acknowledging the prospect’s concerns and addressing them with confidence and expertise, you can overcome objections and move the conversation forward.

Asking for Action: At the end of a cold call, it is important to guide the prospect towards the next step in the sales process. This could be setting up a follow-up meeting, scheduling a product demonstration, or even closing the sale. However, many sales professionals fail to explicitly ask for action, leaving the prospect unsure of what to do next. Whether it is asking for a specific date and time for a follow-up call, or highlighting the positive outcomes that come with making a purchase, be proactive in asking for action and providing a clear pathway for the prospect to move forward.


Anticipating Common Objections

Addressing objections is a crucial part of the cold calling process. By anticipating objections in advance and preparing well-thought-out responses, sales teams can effectively handle objections and increase their chances of success.

To anticipate common objections, sales representatives should conduct thorough research on the prospect’s business, pain points, and industry. This allows them to gain valuable insights into the prospect’s needs and concerns, helping them refine their sales scripts and tailor their approach accordingly. By understanding the prospect’s perspective, sales teams can proactively address objections and build trust with potential customers.

Sales professionals should familiarize themselves with the most common objections related to their product or service and develop persuasive responses that address these concerns. This preparation empowers the sales team to confidently address objections with knowledge and expertise, showcasing their value to the prospect.

Anticipating objections also demonstrates to the prospect that the sales representative has taken the time to understand their specific challenges and goals. This level of preparedness can help build a positive impression and increase the likelihood of the prospect considering the product or service being offered.


Addressing Concerns & Closing the Sale

Shawn Sease believes that success lies in effectively addressing concerns and ultimately closing the sale. This approach recognizes that objections are a natural part of the sales process and must be overcome to secure a favorable outcome.

Addressing objections is essential because it allows sales professionals to understand and alleviate potential customer resistance. By actively listening to concerns, sales teams can identify the underlying reasons behind objections and provide tailored solutions. This not only helps build trust with potential customers but also demonstrates a genuine commitment to meeting their needs.

By addressing concerns head-on, sales professionals can address any doubts or uncertainties that potential customers may have. This builds confidence in the product or service being offered and showcases its value, ultimately increasing the likelihood of a successful sale.

In this method, techniques such as active listening, empathizing with the prospect, and providing valuable information are key to overcoming objections. By actively engaging with the potential customer and providing relevant and valuable information, sales teams can effectively address objections and build a persuasive case for their product or service.


Follow Up Calls

Follow-up calls are an essential part of the cold calling process. They provide an opportunity for sales professionals to reconnect with potential customers, address any remaining concerns or objections, and continue the conversation towards a potential sale. By following up, sales teams can build on the initial connection made during the cold call and further demonstrate their commitment to meeting the needs and requirements of the prospective client.


Maintaining Contact with Prospects

The goal of cold calling doesn’t end with the initial conversation; it’s equally important to maintain contact with prospects.

By regularly staying in touch, you can build relationships and keep your company at the forefront of prospects’ minds. This helps to establish trust, credibility, and a sense of familiarity, increasing the chances of converting them into loyal customers in the long run.

One effective method of maintaining contact is through follow-up emails. After the initial cold call, send a personalized email thanking the prospect for their time, summarizing the discussed points, and providing additional information or resources. This demonstrates your commitment to their needs and keeps the conversation going.

Scheduling follow-up calls is another great way to maintain contact. By setting a specific date and time for a subsequent discussion, you show your dedication to understanding their requirements and addressing any concerns or questions they may have.

In today’s digital age, connecting on social media is also crucial. Follow prospects on platforms like LinkedIn or Twitter, engage with their content, and share relevant industry insights. This helps to foster a relationship beyond the cold call and allows you to stay connected in a more casual and consistent manner.


At Whistle we pride ourselves in the ability to execute the perfect cold call. If you would like to hear more about this or other successful methods of cold calling, book a meeting with our team of experts for advice.