What happens after the first question in the cold call?

We discussed the warm-up question after you introduced yourself. The buyer replies. A connection is established. What now?

The reason for the call. Clearly, exactly, and explicitly introduced with “The reason why I call you is...”

Straightforward. Efficient. Buyers love it. They see you are not wasting their time. You respect their time. You also immediately reduce uncertainty as much as you can.

We said the brain responds with skepticism when someone unknown reaches out to us. The first reaction is “Who is this?” We answered that already. The second reaction is “What do they want from me?” We must answer that.

Recent studies show that… We are a company that specializes in… We have worked with your colleagues… Did you know that the first problem for companies like yours is?

Nothing of this.

The reason for the call. Plain and simple.

“The reason why I call you is I would like the opportunity to book an appointment to present our service/products.

This is the reason. I often read "The reason why I call you is that we are a company that cares to solve your problems" or "we offer the best products" or "we are the leader in..." That is not true. You are not calling because you are the leader in anything. You are calling because you want to book an appointment. Let them know it right away. Establish trust. Make them aware you are not using this call to sell anything, but just to book an appointment. It makes it easier for them to engage. You make the "call for action" visible upfront. You are honest and straightforward.

Then, of course, you need a follow-up sentence to justify why they should book the appointment with you.

‍We offer [service description],and we could help you achieve [benefit].”

Concise. Relevant. Specific. One sentence.

Splendid if you could add precision with a clear statistic “we could help you lower your shipping time by 20%.”

Even better, an alternative option with added social proof that demonstrates your prior success solving the problem.

“The reason why I call you is that we offer [service description],have helped [X] companies achieve [benefit], and we could [problem to solve].”

Even better, if you have done your research and have some evidence suggesting the buyers actually have the problem you want to solve.

Now, you might ask: why not provide the reason right away after your introduction? If efficiency and respecting the buyers’ time are the priorities, especially in the B2B world, wouldn’t that be desirable? Not exactly. It’s too fast. Your name, company, and reason might be too abrupt, resulting in lower attention. The brain needs a few seconds to focus. As we mentioned, a6-10 second warm-up can increase the chances of getting an appointment. The reason is best provided after you let them reply to the warm-up question, and they are ready to listen.

‍