Wendy Weiss | Cold Calling Dos and Don’ts

Many people are reluctant to make cold calls. In fact, they’ve convinced themselves it doesn’t work… or that it makes them look desperate. But, says Wendy Weiss, those folks just aren’t doing it the right way.

Cold calling can be incredibly effective if you do two things before you ever pick up the phone. Cold calling that brings in leads and sales is not about volume, says Wendy, it’s about value. And even professional service providers and other “authorities” in their niche can benefit.

We unpack exactly what that means and also discuss other nuances of a winning cold call strategy, as well as…

  • How to target the right people for cold calls
  • How to spot a successful salesperson early on
  • Why prospects are selfish – and how to take advantage of that
  • The importance of simply “showing up”
  • And more

Listen now…

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Steve Gordon: Welcome to the Unstoppable CEO podcast! I’m your host, Steve Gordon, and let me tell you we’ve got a dynamite interview for you today— and this is going to be, I think, completely different than anything we’ve ever covered, and probably one of the more practical conversations that we’ve had on the podcast, so I am really excited about it. I hope you are too. 

Today, I am talking with Wendy Weiss, who is known as the queen of cold calling. She’s an author, speaker, sales trainer, and sales coach, and she is recognized as one of the leading authorities on lead generation, cold calling, and new business development. She helps clients speed up their sales cycles, which I know will be particularly relevant to many of you listening who are in businesses with long sales cycles.

And, she helps businesses reach more prospects directly and generate more sales revenue. Her clients include Avon Products, ADP, Brent and thousands of entrepreneurs throughout the world! And, she’s a former ballet dancer, which I think is fascinating. I have two daughters who have danced ballet, so this is I think one of the more interesting things about Wendy— and she believes that everything that she knows in life, she learned in ballet class. So, hopefully, we’ll be able to learn a little bit from that. Wendy Weiss, welcome to the Unstoppable CEO.

Wendy Weiss: Well, thank you, Steve. I’m really happy to be here.

Ballet’s Influence

Steve Gordon: So, I’m interested in this ballet thing. How did you get to this stage? And, what role did ballet play in the whole process?

Wendy Weiss: Okay, well, I will begin by saying I was never ever supposed to be a sales trainer. I was supposed to be a ballerina, and I grew up in Pittsburgh, Pennsylvania. I moved to New York City, where I still live and work (you may hear sirens going by in the background as we talk). And, I moved here when I was 17, to dance. I studied at the Joffrey Ballet School, and then eventually, like every artist in New York City, I needed a day job. And I got really tired of waiting on tables. So, I got a job with a telemarketing agency that did business development, they did business to business, business development. And it turned out I was good at it, which was a complete surprise because ballet dancers don’t talk. We just dance, we never ever talk. 

So I did that day job for a while, and then I started my own business where I had clients that I would represent, and I did all the business development for them. It was actually one of those first clients that dubbed me “the queen of cold calling,” because I found so many opportunities for him. And then from there, I segued into the business that I have today which is working with entrepreneurs, working with business owners, people that need to develop new business.

And, I feel like I’m doing something that’s really, really important. But, here is the thing that I do want to share with everyone because people say a lot of really dumb things about this topic, and one of the really dumb things that people say is they talk about being a born salesperson. Nobody is born knowing how to do this. I was really lucky because I got this day job so many years ago where they taught me this skill, and learning this skill enabled me to build a business. 

So, the really good news— because it’s not that I’m so special or brilliant or anything like that— it’s just like I got this job, they taught me. The really good news is for any of you that maybe you’re uncomfortable, or you don’t know how to proceed, or know if it’ll work for you… you probably heard a really a lot of really dumb things about this topic— it’s not your fault. And the good news is, it is a communication skill: you can learn it, it can be improved on. It is a transformational and foundational skill to be able to talk to anyone, anywhere, that you want to talk to and get the appointment, and get your sales process started. It is absolutely transformational. In working with my clients, I’ve seen them learn this skill, and then everything changes.

Steve: Well, I’m excited to learn more. I have to be honest with you, I come from the marketing side of things and tend to lean on marketing to generate leads and sales opportunities. But, I also know that any way you get a customer is a good way. And, I think that’s one of the reasons that I really wanted to have you on, because you know, folks who’ve listened to the podcast for a long time, and been on our webinars will know that I often say that every form of, or every sales and marketing tactic you can ever point out, and you know, I challenge them— share one with me that you’ve heard work.

I can find you an example of it working, and working really well. And cold calling is the one that almost always comes up because people, I think, in a lot of ways are often afraid of it, or they think that it doesn’t work anymore, or maybe it ruins their positioning. And so, there are all these reasons that they don’t want to do it— and I’m excited to learn today. I think there’s there’s a lot here that folks in our audience can benefit from.

Cold Calling: Not What You Think It Is

Wendy: Yeah, thank you! And I’ll share that my definition of a cold call is pretty broad. My definition of a cold call is: anytime you are reaching out to someone that you either do not know, or do not know well. So, that second category includes: marketing leads, it includes people that you’ve met at networking events, it includes referrals. What is important, is the ability to communicate the value that you represent to another human being. And this concept, you know, sales people like to divide things into: cold leads, cold calls, warm calls, cold leads, warm leads. That’s actually a construct that sales people made up. That’s not— it’s not predictive of action. 

And just because you think a lead is warm because they looked at your website, or opened an email, or downloaded your white paper… that doesn’t mean that they’re going to take action on the next step. And so, what is really important is the ability to communicate your value to another human being. The value you represent, your product, your service, whatever it is you do or your company does, communicating that value and getting a good response. They get it, they want to hear more.


Steve: I love that way of thinking about it. And, that dovetails with something that I heard years ago from a good friend of mine who’s at the top of his industry in sales and has been for 40 years. He said there are really only two types of prospects: those you know, and those you don’t know. And your real job in sales is to figure out the ones that you want to do business with that you don’t know and get to know them. Pretty simple, you know?

So, as you’ve gone through this process, you’ve been doing this now for these years, when you’ve run into challenges, I mean, it couldn’t have been easy when you started out. I mean, there had to be challenges and difficulties. How did you push through and push past those?

Wendy: That goes right back to everything that I know in life I learned in ballet class. So, I’ll share a story with you. When I was a young dancer, I was going through some stuff in my personal life, and I stopped going to class. Now, as an aside ballet dancers take class every single day, five or six days a week, you take class. If you’re training, you might take two or three classes a day, but even professional dancers— the stars in the ballet world— take class every single day. So, I was going through some stuff in my personal life. I was I was still training, I was not yet dancing professionally. And because I was going through some stuff in my personal life, I stopped going to class.

And then one day, a few months later, I showed up in class and my teacher wanted to know where I’d been. And I started to explain to her, “oh, this terrible thing is going on, and then this other awful thing is going on, and then there’s this third terrible thing that’s going on.” And she just interrupted me and she said “that’s not a good reason. That’s not a good reason to not take class, you always take class. If you’re serious about this, you take class, you have to be here every day.”

And, it was certainly very eye-opening to me because I was sort of wallowing in whatever it was that I was wallowing in. But, I adopted that mentality from my business, I adopted that ballet dancer mentality. And that is: if I’m serious about doing this, then I need to show up. And that doesn’t mean that everything’s always going to be wonderful, because sometimes it’s not, but I need to show up because I can’t make anything better if I don’t show up. So step one: show up.

Steve: You know, you said something that just was amazing there. You said, you know, everything’s not always going to be wonderful. I was so hoping you were going to be the one guest that said everything is always wonderful for me! I’m a little disappointed.

Wendy: Everything’s for the best in this best of all possible worlds.

Steve: That’s right. No, I think the really important thing there is show up. I see that so often with businesses that, you know, want to work with us, and we look at how they’re developing, you know, kind of nurturing the leads that they have. I mean, I’ve talked with business owners that have generated thousands of leads, and then there’s nothing beyond that. They don’t show up any longer in the lives of those people.

And, it makes it really hard to build a relationship that will support doing business if you do that. So there’s a lot of wisdom in just showing up. So, I want to take a quick break here and I want to come back and I want to spend most of our time today really focused on the work that you do with businesses around cold calling. I think that could be really beneficial for folks. We’re gonna be right back with more from Wendy.

Welcome back, folks. This is Steve Gordon and I’m talking with Wendy Weiss, the queen of cold calling. And, Wendy, I really want to get deep into the advice that you give to business owners around cold calling, because I know a lot of the folks that are listening today are likely a little bit skeptical, and maybe reluctant, because they probably heard some things that that would make them hesitant to want to just pick up the phone.

And I know from working with so many folks in the financial services industries that are taught that this is the primary way they need to develop business, call reluctance is a huge barrier for people. So, when you’re beginning to work with someone who hasn’t really done cold calling effectively, where do you begin? Where should somebody start thinking about this?

Mindset, A Strategy, and Common Pitfalls

Wendy: Well, there are really two things that we want to look at, and the first thing is mindset. I want to talk a little bit about that. The second thing, however, is having a system. Because, one of the really dumb things that people say about cold calling… the model that a lot of people think it is, is you make 100 calls every day. And, if you if somebody doesn’t say yes to you, then you make 200 calls every day. And, if that doesn’t work, then you make 300 calls every day. That’s not what this is about. This is about being very targeted, having great messaging, and having a system. And one of the things that I have found is that when people have a system, a lot of the call reluctance goes away.

But, before I even get into having a system, I do want to talk about the mindset because I think it’s really, really important that if you believe that you offer value, this is really where it starts. If you don’t believe that you offer value, go find something else to do. If, however, and I’m hoping everybody that’s listening in, you believe in the value of what whatever it is you’re doing, that you’re really trying to help your customers, help your clients, you deliver value. If you believe in that value, let’s think about this for a moment. If you reach out to somebody who, let’s say, they’re using one of your competitors, and people are always really scared of this, you know, well, they’re working with someone, what do I do? Well, that’s actually good news! If you’re talking to somebody that’s working with one of your competitors, that means they already understand the value, and they have a line item in their budget to buy it. So your prospects need someone like you, or conceivably they need you.

And I’ll tell you a story: one of my first clients, when I used to do business development, was a printer named Tamar. And Tamar used to say to me, “Wendy, go get me appointments with all the people that love their printers. Because one day those printers are going to screw up, and I’m going to have a backup relationship with them, and I’m going to get the business.” And that’s exactly what she did.

So, one, your prospects need someone like you or conceivably they need you. If you’ve done your homework, and you’re reaching out to a very targeted list (and that needs to be part of your system), well, you’re helping people do their job. You’re helping those prospects. A part of their job is to know that they’re getting the best value in whatever way they define value, whether that’s pricing, or service, or quality. So, just by reaching out, you’re helping them. In addition, you know, I would even argue that you are doing them a disservice if you do not reach out. That you almost have a moral obligation. If you believe in what you’re doing… you have a moral obligation to let the appropriate people, that might need this kind of help, you have an obligation to let them know about it. And, if you do not at least introduce yourself, you’re doing them a disservice.

Furthermore, you do not know what your prospect is thinking. If you do, go get yourself a television show on The Learning Channel (a reality show). But for the rest of us, you don’t know what people are thinking, maybe they’re thinking, “I need help with this.” And you’re not reaching out to them, so you’re not letting them know that you can help.

But, you know, here really is the bottom line… that if you have something of value to offer, you need to let people know about it. And, one of the big mistakes that so many people make and the way they’re thinking about it, they’re thinking that they’re going to call up somebody and say “hi, dump your vendor hire me,” or some version of that. That’s not what you’re doing. This is an introduction I used to, people used to say this to me all the time, and it would completely confused me. They’d say, “Wendy, I don’t want to cold call because I want to build relationships.” And I go “what?” I didn’t get it.

One day, it dawned on me: your cold call is your introduction. That’s all it is your calling and saying, I’d like to introduce myself, I’d like to introduce my company, I’d like to introduce this product or service. It’s an introduction, and you still have to build the relationship. You still have to do all the other things that you would normally do to build a relationship. So, this is just step one, you introduced yourself.

And, one more thing. And this is what I really love about cold calling: you get to choose! So many businesses are completely reactive. They just, whatever comes in the door, that’s who we’re going to work with. Perfect fit or not, because they came in the door. The question those business owners ask themselves is “who wants to work with me?” I think a better question is “Who do I want to work with?” You can make that determination. You get to choose, and then you go and you introduce yourself. And how powerful is that?

Steve: I love that. You know, there’s a lot to unpack in all of that. I’ve been making notes as you’ve been talking. And I think two things stand out for me. One is the, you know, you started with the idea that the sort of fallacy of cold calling is you make 100 dials, and you don’t get any response, you make 200 and you go on and on and on from there. And, I think that’s the picture most people have that makes them immediately recoil. Because honestly, if I were doing that, I look at that as a colossal waste of time. And it probably is. But that’s not what you’re talking about.

What you’re talking about is being very intentional about who you want to do business with, and that’s where I think your targeted list comes into play and looking at this as a way to open a relationship. And that’s one of the things we preach all the time is that you know, you’ve got two jobs: you’ve got to open relationships, and you’ve got to deepen relationships. And there’s not necessarily a bad way to open a relationship, but you’ve got to get it open somehow because you can’t deepen it unless you’ve opened it.

And so, I think this is really beneficial. So once someone’s gotten to the point where they’ve kind of got that mindset—before we go into that, though— the other thing I want to really underline here, because it’s really important, is this idea that you are doing that person a disservice if you’re not reaching out and educating them and introducing yourself and giving them an opportunity to understand that there’s a solution to a problem they have. I mean, in that situation, everybody loses. They lose, you lose. And why would you want to do that?

So, it’s all making sense to me. So what would be then the next step? If we get the mindset right, you talked a little bit about system. Where do we go from here?

Working The System

Wendy: Well, we always start with the list, and with a description of the parameters that make up an ideal prospect profile. And these parameters need to be very concrete. Whether it’s the size of the company, employee count, or revenue, or it’s a particular industry, maybe they need to be in a certain geographic location. Like, what are the concrete parameters, including the titles of decision-makers that describe an ideal prospect if you’re in the consumer market it’s the same thing, how old are they? Are they married? Are they single? Do they own their home? Or do they rent? Do they have children, what’s their education level? All those things. Concrete parameters.

A big mistake that a lot of people make is they say, “Oh, I’m looking for prospects that understand the value of what we do.” And, I don’t know how you’re ever going to find those people. But, if you say I’m looking for companies of a certain size and a certain geographic location, and the title of the person I want to talk to is⁠— you can build a list of targets. So that’s where we start, and we do this very narrowly. Because once you have a very narrowly defined target, you can then create messaging that’s going to resonate with the target. The rule is what you say has to be relevant to the person you plan on saying it to.

And one of the questions, Steve, that I am asked all the time, people say to me, “Wendy, you know, what do I do if they say I’m not interested?” Well, if everyone that you talked to says “I’m not interested,” that means they don’t think you’re saying anything interesting. So the real secret is, once you’ve defined the target, what are the challenges that they have that you can help them with? And how do they talk about it? And I can give you an example: I was working with someone recently. She’s a marketing consultant, and she works with nonprofit agencies. She helps them do fundraisers⁠— she helps them produce their fundraisers. And I said to her, “Okay, why should these nonprofit agencies be interested in working with you?” And she said, “Oh, we have a very special proprietary process.” And I said, “okay, so what? Tell me about this process.” She says, “well, we meet with the client.” I said, “okay, so what? Then what?” She said, “well, we ask a lot of questions.” I said, okay, so what?” “Well, we analyze the answers.” And I said, “okay, so what?” “Well, then we make recommendations.” And I said, “okay, so how are your clients better off after you meet with them, ask them questions, analyze the answers and make recommendations?” Then she said, “oh, well, their fundraisers make money.”

So, we helped her craft an introduction, that went something like: we work with nonprofit agencies that are sick of losing their shirts and their fundraising events. And the nonprofit agencies that were losing money every time they did an event would stop in their tracks and talk to her.

Steve: I love that. That’s just one of the probably the smartest things we’ve heard on the podcast, and we’re hundred-plus episodes in. And folks, that applies not just in this specific situation, if you’re trying to get someone to speak with you on the phone. That applies in all of your communication to your market. I mean, getting that clear is so important. And I find very few businesses are any good at it.

Wendy: And this is so transferable. We run a lot of coaching programs where we work with people on their value propositions and their introductions, and we’re helping them develop calling scripts. We had somebody, and by the way, most of the time, what our clients report to us is, when they go through this process of being very targeted and creating that messaging, they get their prospect on the phone and asked for an appointment and the prospect opens up their calendar. It’s that easy.

I had somebody in our one of our last coaching programs that went to a lot of conferences because that’s where she would meet her prospects. And she reported to me that when she used to go to these conferences, and she’d introduce herself, she said: “I could see their eyes glaze over and roll back into their heads.” And then she used the introduction that we helped her create for calling⁠— she said their eyes would light up and get really big and then completely got what she was talking about. And, she went home with a lot of good opportunities.

So, this skill is a communication skill and it’s completely transferable, whether it’s for calling, or networking, or any other sales or marketing related activity.

Steve: So when somebody goes through this process, they’ve got their lists, they’ve kind of honed their message, they now have something that their prospects will listen to that stops them in their tracks, as you say. And now they’re going to embark on kind of a campaign to get in touch with the people they want to do business with. As you’re advising businesses, what does that generally look like?

Wendy: Well, what we recommend to our clients is they need a complete system that includes all of the messaging. So that’s certainly your introduction when you get that prospect on the phone, but also voicemails and emails, because you know, another one of the dumb things that people say about cold calling is, you know, people aren’t answering their phones the way they used to. So, therefore, this doesn’t work. No, it just works differently. And so what we need to do is leave a really good message so we can get somebody to call us back or send them a really good email so that they respond to the email. And so what we teach actually, is a voicemail campaign system. And what a voicemail campaign is, is like a drip campaign for voicemail and email.

Because we know the research shows that it takes on average, eight touches. And a touch is a phone call, a voicemail, an email, a text, a letter, it’s a touch. So we know it takes on average eight to get someone to respond. So we do a four voicemail, four email campaign. Create all the messaging, so every email and voicemail really resonates. And, we can get a significant number of folks to either return phone calls or respond to emails, which then just increases the numbers. So that’s part of the system as well.

For business owners, one of the things that are so great about this, Steve, because I know some people that are listening to this are business owners who they are doing their own business development there, they’re doing sales, they’re doing prospecting for their business. But at some point in the future, if you have a system, you can plug somebody else into the system. So if you have all of the systems, you have your introductions, and your list, and your voicemails, and your emails, and you’ve been doing it and you measure it (you do need to track what you’re doing so that you can benchmark it). And then that’s something that you’ve been doing, and you know what your numbers are.

You could, at some point, plug somebody else into the system. And they’re going to get similar results. You know, a big mistake, excuse me, a big mistake that a lot of business owners make is they go, I’m going to hire somebody to do sales. And they don’t have a system, they say go call people and you know, go make some sales. And that often doesn’t work.

Steve: I did that once. It was an expensive mistake.

Wendy:  Yeah. But if you have a system, and you know what your numbers are, you’re operating this system. And you know what your numbers are if you make a certain number of dials, we tracked dials, conversations with the right person, and then appointments scheduled. If you know what your numbers are, what your conversion is, somebody else should be able to get similar or better numbers. And if they’re not getting similar numbers, they’re not going to work out. You don’t need them.

Steve: So if you’re working with a business owner who has been doing the sales, and they want to bring this in, do you recommend that they continue? And they’re the ones that execute this process? Or do you build the system with the idea that we’re going to actually just delegate that and plug someone else in what works best typically?

Wendy: Well, typically, if there’s a business owner, that is at this moment in time doing the business development, they should continue doing the business development, but they can very quickly prove the model. What a lot of large businesses do is hire somebody, a brand new salesperson: never, never sold anything in their life. But they’ll teach them every last thing they need to know about the product or service that they’re selling. And then they say go get some clients, go get some customers without having a system in place. What we do is we put a prospecting system in place.

When you hire someone that is new, you can teach them to prospect and set an appointment in a matter of months. They don’t need to actually go on the appointment. As a business owner, you could start out by hiring somebody to make appointments for you, if you have been doing the business development. You leverage your time by getting someone else to set appointments for you. Once they prove themselves, that they can actually set appointments, then maybe you train them on everything else they need to know to actually be able to sell your offering. But if they cannot find an opportunity, they’re probably not going to be⁠— it’s probably not going to work for you.

So what we do, is we recommend using the prospecting as the litmus test for whether or not a salesperson is going to succeed. And when you have the system and you have it benchmarked, you can teach someone to operate the system fairly quickly, a matter of months. And if they’re not getting similar numbers, similar or better numbers, they’re unlikely to be really successful selling whatever it is that you’re selling.

Steve: You know, I’ve been in so many groups with entrepreneurs who talk about hiring salespeople, and it always comes up the question is, well, we’re going to bring them on and how we going to do it, and are they going to be successful? And to me, this is a brilliant approach, and I’ve never heard anybody share that particular approach before. And it makes a lot of sense because salesperson can’t be successful if they can’t generate prospects, and if they can’t go out and generate their own leads. Even if you’re delivering inbound leads in a robust way, if they can’t go generate their own, at some point in time, they’re going to come a day when they’re not going to be able to feed themselves.

Wendy: And, Steve, even if you’re generating leads in a robust way, and they responded, and say something stupid, you’re not going to get the customer. It is possible to blow an inbound lead just as easily as blowing a cold call.

Steve: I’m sure we have all done it. Yes. So, I could probably tie you down all day. And we could go through all of this because this is fascinating. This is a different approach to cold calling than anything that I’ve seen before.

And I think there’s a really strong case to make that there’s a place for this in virtually every business. I know that one of the objections that are going to come up from some of the folks listening who have worked hard to build this appearance of authority within their marketplace, you know, they might be an author or a speaker, in addition to, you know, whatever their business does. What do you say to someone like that? I mean, are they in a position where they should start doing this? Or does it erode their authority, if they’re the ones making the call? And, you know, in a lot of cases we’re taught, you know, to put some distance there to create that appearance of authority.

Wendy: I think this is a mind read. I’m an authority, but if I call someone they’re going to think that I’m not an authority. You don’t actually know what people are thinking. And, if you’re an authority, and you speak like an authority, I think a lot of people will want to talk to you. Assuming you have something compelling to say to them. So a lot of business owners⁠— I call it   and fortune-telling. They read the minds of their prospects and decide ahead of time how these prospects are going to think before they’ve even reached out to them. And so they don’t, then they don’t take action based on what their mind reading. Actually, that’s fortune-telling, because they haven’t done it yet. Or their mind-reading, they have actually talked to somebody. And they decided that the person is actually saying something that they’re not actually saying.

I always ask my clients, when they tell me, “oh, well, the prospects not interested or I talked to this one and they didn’t want to talk to me or they didn’t want to move forward.” And I’ll say to them, “what did they actually say?” I had a client that told me (this was around tax season) she had actually had an appointment with her prospect, but then the prospect’s secretary called her and said that he couldn’t meet with her because he needed to do his taxes, he had to meet with his accountant. And she just got off the phone didn’t even try and reschedule. And she said to me, “oh, he must have done his taxes by now. It was March. And you know, business taxes are due like mid-March. And it was the beginning of March. And oh, he must have done his taxes.” And I said to her “well, I haven’t done my taxes yet. I have an immediate meeting with my accountant tomorrow.”

Steve: So he was right on time.

Wendy: Yeah, I mean, this, this is an example she just did a mind read. So you don’t know what your prospect is thinking, you don’t know how they’re going to behave before you’ve even talked to them. And you’re robbing yourself of an opportunity. They might think, how cool is that this expert just reached out to me and he or she was really smart and had good things to say and I want to move forward. You just lost that opportunity.

Steve: You know, as I’m listening to you describe all of this, the thing that is kind of just screaming like the siren in the background in my head is that you know— the way that we teach folks to do referrals often generates a lot of new contacts, new introductions, but there are people that you don’t know and don’t know, well. And so you know, and so rather than having a client kind of handhold someone who is already ready to buy, and you know, sit them down in your office and help them fill out the check, which is what most people think of referral is.

We tend to advocate: no, no, get them earlier in the process, you know, because it’s easier for your clients to make those introductions. But one of the places that I know (because we hear it from folks), one of the places where they get stuck is okay, I got this name. This person is somewhat interested because they accepted the information, maybe even thanked the person who made the introduction for it, but then they haven’t taken any further action… what do I do? And literally, people will get totally stuck there. And the process you’re describing melds perfectly with that because as you started out, you said it’s not just about calling someone that you that’s a total stranger. It’s about calling people that maybe you’ve got a connection to, but it’s a really loose connection.

Wendy: Yeah, I had a client who was an IT reseller. And he was sending emails to his prospects, and he could see who opened the emails. And so he would call up those people and he would say, “Oh, I see that you’re interested in this product or that product.” And they would either have no idea what he was talking about, or they tell ya, “I was just looking,” or because he was selling B2B, he’d get the secretary or an assistant who was not a decision-maker who would say, “well, yeah, my boss wanted me to look.” Click. So, he was getting nowhere, even though most people would consider people that open an email to be a warm lead, as we discussed earlier.

So in my book, that’s a cold call. The same way, if you have a referral, that you aren’t, you know, introduced directly by your client or customer, you just have the name⁠— that’s a cold call. So you need an introduction, that’s going to resonate. And you could say if you’ve got that referral, “Steve Gordon, recommended that I introduce myself, because…” and then you plug in the challenge that you solve for your clients. And people then engage. The rule is nobody cares what you do, they care how they’re going to be better off when you finish. That’s the rule.

Steve: Right? And in everything right?

Wendy: In everything, everything.

Steve: Trying to teach my kids that lesson. They think people will actually care. They’re all about the age where they’re going out to the world. I said, no, no, no, they’re much more selfish than that. And that’s okay, just understand it.

So, Wendy, we could go on and on, because I know there’s a lot to kind of unwrap here. But I think maybe the best way to get people deeper into this is to get them plugged into the work that you’re doing. So what’s the best way for people to learn more about what you’re doing and how you help folks and how they might benefit from, you know, from installing some of these, these cold calling approaches into their business?

Wendy: Well, I have two gifts for everyone. And the first for the business owners that are currently doing business development. And you want to master this communication skill of getting, getting your prospects attention. The Cold Calling Survival Guide and the subtitle is Start Setting Appointments In The Next 24 Hours. It is an eBook where I walk you through my step-by-step process. And, Steve, you’re going to post the link under for the Cold Calling Survival Guide under this podcast, right?

Steve: We will, we’ll put it in the show notes. So folks, if you’re listening go to UnstoppableCEO.net/podcast. And you can search there for “Wendy Weiss”, you can actually just type “Wendy” in and that episode will pop up and you’ll find the link.

Wendy: Okay, great. And then the other gifts that I have, for those of you that have a salesperson or a sales team, or even if you’re just thinking that in the future, you want to hire a sales team, I have my Practical Guide For Getting Sales Teams to Prospect. And that’s exactly what this is. It’s an eBook, it’s a step-by-step to what you need to have in place to get a salesperson to be effective at prospecting. So those, those are my two free gifts. And I am a phone person. So if you would like to call me and talk I’ve always open to having a conversation and our number is 866-220-4242. Leave me a message, I’ll call you back.

Steve: I love that. I love phone people. Sometimes I miss the telephone.

Wendy: Well, you know, Steve, there’s actual research that shows, that was done at the University of Chicago Booth School of Business where they tested written communication against spoken communication in every kind of permutation. And basically what they found is that when people hear you talk, and that could be when you’re in front of them, you know, face to face with them, it could be on the phone, it could be on a podcast, it could be a voicemail, when people hear you talk, they’re actually more likely to act on whatever it is you’re talking about. So there is research that backs up the importance of talking to people.

Steve: I’m going to look that study up. That’s one of the reasons we do podcasts. I think this medium, any medium, where you can be talking and the person on the other end can hear your voice. Just anecdotally we know it builds trust faster. And so I love that there’s research to back that up and we’re gonna find that. Thanks for sharing. And, I really appreciate you sharing those gifts with everyone.

And folks go get those, again they’ll be linked up in the show notes. And so just go to UnstoppableCEO.net/podcast and search for “Wendy” and Wendy Weiss’ episode will pop up. You’ll hear this, or you’ll find this, and you’ll find the links to it. And, Wendy, give them your website real quick as well just so if they want to just find that.

Wendy: Sure! The website is ColdCallingResults.com. ColdCallingResults.com

Steve: Very good. Well, folks, get more plugged into what Wendy’s doing. I think there’s a good place for it in your business development process. And, Wendy, thanks so much for taking a little bit of time and investing it with us and sharing all your wisdom today.

Wendy: My pleasure. Thank you, Steve.

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