Using The Open Call Triangle
On a daily basis I am privy to hundreds if not thousands of cold calls, I receive dozens inbound cold calls and have had the fortune of training over 200 sales people in cold calling. From entry level sales people to sales professionals, I’ve had the opportunity to work with some absolute rockstars. Whether you are looking to nail down an interview with a new company, acquire a new client for your business or schedule a date — there is an element of sales happening in almost everything interaction we encounter.
A sale is made on every call you make. Either you sell the client some stock or he sells you a reason he can’t. Either way a sale is made, the only question is who is gonna close?
— Boiler Room
If you’re anything like me, you want to be on the side that’s closing. You want a yes — for a date, another client, another deal. The first step to that yes is the cold call. Call it what you want; open call, first outreach, solicitation, the first step usually involves you reaching out to a stranger who’s never heard from you before. Often times we tend to overthink this step so I’d like to share something that my mentor taught me long ago. This has helped me take the emotion out of every cold call and simplify the process. He broke my cold call down to a 3 step process:
The Open Call Triangle
1. Ask for it
Assuming you have introduced yourself and your product or service, the first thing you should do is ask for the appointment. Ideally your prospect is familiar with your product/service — if they are not, spend more time introducing yourself and your product. Use the tips in the next step to differentiate yourself.
So how do you ask for it?
Simply put — just tell them what you’re proposing to do.
I’m calling to schedule time for us to discuss (product or service).
When you ask for it, don’t overcomplicate or over explain your product. This isn’t the time to validate why they should be talking to you. In fact, just doing so could lose the appointment for you. Be confident, act like you’ve been there before and ask for the appointment.
Another thing to keep in mind — you are almost always going to be faced with rejection after asking for anything the first couple of times. No matter what the request is, it’s typically met with a no. Don’t take it personally. Knowing that will benefit you because you won’t take it to heart… you already know it’s coming, it’s all part of the process.
Keep your request simple, make it seamless, give them an idea of how much time you’re asking for and once you are met with rejection, transition to step 2.
2. Show Value
First let’s discuss what showing value is not.
Showing Value is not talking shit about your competitors.
It pains my ears to hear sales people skip or show little to no value. All day long, I hear people compare their product to product x,y,z and how it’s better. You’ve probably seen some awful commercials do this — like Chevrolet or Microsoft ragging no their competitors. Have you ever noticed how the best brands don’t do this? I’ve yet to see Apple make a single mention of HP or Microsoft in a commercial. I’ve never seen a Nike commercial talk about Reebok or Adidas. The top brands know their worth. They don’t need to put down the competition because they aren’t insecure about their brand.
Showing Value is not about features
In one of my first sales roles, we used to tease one of the newer reps because whenever he’d get a business owner on the phone he would not shut up about the features of the product. As long as it has the basics, no one cares about your products features. We don’t care what type of leather is inside a Lexus. We don’t care about the glass used on Ray-Bans. We don’t care about the type of processor inside of a MacBook. Nowadays, every luxury vehicle has leather seats, every great sunglass brand has solid lenses, and every laptop is equipped with a fast processor. Features are not a way of differentiating yourself or your product.
So how do you show value?
Value should separate you. Value is all about how you or your product make someone feel. Value is explaining why your product or service is worth taking 5 minutes to listen to. You show value by doing just that! A value statement sounds like:
People love Medium because for just $5 a month, you have endless knowledge at your disposal.
Or as Ev Williams explains Medium is:
Designed for little stories that make your day better and manifestos that change the world.
Notice how Ev doesn’t mention anything about a website, a blog, a content management system. The features aren’t important, what is important is how we feel and why the product matters. He makes us feel curiosity, peaks our interest and explains why Medium matters all in just one sentence.
Without Value, Medium is just another blogging platform. Without value, Apple is just another computer. Without value, you are just live everyone else. Show Value — it tells how you are different.
3. Survival Statements
Last but certainly not least, you must use a survival statement to prolong the conversation. As mentioned earlier, you are almost always going to be faced with rejection after asking for anything the first couple of times. Especially if you lacked value, this is your chance to keep the conversation going.
You may be noticing a trend but it’s okay to keep survival statements simple. Some of my favorite include:
That’s why I’m calling
Like I said, the reason I’m reaching out
Let’s do this
These statements are meant to buy you more time so you can go back to the top of the Open Call Triangle and start the process over. Survival statements allow you to keep a natural flow of the conversation without sounding too desperate or needy. They also let the person on the other end know that you are a professional and not just going to give up after one no. Used correctly, they should allow you to be heard.
How to use the Open Call Triangle
Now that you know each step, using the Open Call Triangle is just a matter of repetition. Here’s what it sounds like in practice:
Me (asking for it): What time works for us to talk today?
Prospect: Can’t talk today
Me (showing value): Okay, what time works better? I’m calling because we work with (name drop one of their competitors) and they’ve seen revenue double since starting with us.
Prospect: That’s great but I’m not (competitor)
Me (Survival statement): Well, that’s why I’m calling. According to your online reviews, you guys have a better product than (competitor), so if they’re doing well, you will do great.
Prospect: How much is this going to cost me?
Me (asking for it): Glad you asked. I have 20 minutes open this afternoon, Let’s talk at 4pm and go over the details.
Not every conversation is going to go as smoothly as the one above. It typically takes me 3–4 trips around the Open Call Triangle to get someone to agree to talk. Asking for anything can be difficult, especially when it doesn’t come natural but it’s not impossible. Next time you find yourself having to ask, try the Open Call Triangle!
