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make cold calls feel warmer senator club

I was seated at my office desk about to make a cold call. Staring at the lead’s phone number on my screen, I had no idea what I could possibly say to get him interested in my product.

I thought, “there’s no way this stranger will ever want to talk with me.”

Well, now I know.

It is possible. There is something you can say. In fact, there are many things you can say. Not just one.

After 10 months of making 20 cold calls per day (5 days a week), I had made over 3,600 cold calls. So what did I decide to do?

That’s right. Throw a Senator Club member event.

Over the past 10 months, I found a way to make cold calls feel warmer. Since it’s helped me so much personally, I had to share it with all of you.

The StartupHouse hosted us at their great venue in SOMA (934 Howard Street in San Francisco). If you walk down the street, you can’t miss their wall art, wahhhhh.

Anyway, I learned something right after the presentation that night.

I Must Make Cold Calls Feel Warmer With Only 3 Key Takeaways

I realized something. You only want to hear the most essential information to help you succeed. Nothing more.

That means, it’s my job to curate the best sales strategies from many different sources. From members, blogs, books, webinars, and most importantly, my own personal experiences. But even then, I need to take it one step further.

I need to determine the top 3 takeaways for the entire presentation. The entire presentation will then be focused on hammering home those 3 takeaways. This way, you really learn each specific strategy in detail. Otherwise, you risk not taking action.

It’s better to take a small step rather than no step at all. (click to tweet this quote)

So next time, you will see an even better presentation from me.

But for now, here are the 3 key takeaways to make cold calls feel warmer:

  1. there is a way to control your attitude towards sales
  2. there is a good way to introduce yourself
  3. there is only one reason to make cold calls

Scroll through the presentation slides below. And imagine all the unique, real-life sales stories that were told in-person throughout the presentation. Now imagine yourself sitting in the front row with the wind blowing through your hair. I want to see you there next time.


I promise you, the homework at the end is a worthwhile exercise. You will learn a tremendous amount in the process.

Ok, let’s wrap things up. When you do sales, you become a business man or woman. You are doing business with these people. Treat them as your friends, and they will warm up to you quickly. Your ability to do this will dictate the remainder of your cold call conversations.

Oh, one more thing. Lying is not good for business. Just don’t do it. It will actually make your job harder in the long-run.

So what do you say, how about I make some cold calls to put these skills to work? How about I make some cold calls to the local breweries to find a beer sponsor for our next event?

Just do me a quick favor. I heard the beer companies will only answer my cold calls if this article is shared with at least ONE of your friends. I don’t know. Something about proving to them how thirsty you are for sales.


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13 Comments I Found a Way to Make Cold Calls Feel Warmer Without Lying

  1. Kevin Shrine says:

    Great article! Is it windy at your events?

  2. Punjit says:

    Ian! I found your site on Quora. That was a beautiful answer to “sell me this pen.”

    Thank you for sharing.

  3. […] And it turns out, they don’t even remember whether they did or not. Suddenly, you’re on to the next topic. It becomes a perfect icebreaker to ease that tension of a sales call. […]

  4. […] cold called into an account in the mid-west. After the icebreaker, a few questions, and a quick pitch, I asked for the meeting. […]

  5. […] I was seated at my office desk about to make cold calls. Staring at the lead's phone number on my screen, I had no idea what I could possibly say to get them interested in my product.  […]

  6. mike says:

    Awesome cold calling tips

  7. Amanda Gose says:


  8. How do you keep track of you leads?

    There’s a lot of good advice on how to do the calling, including yours, but tooling is not part of many of them…

    I’m asking because I actually tried to built a tool specifically for doing cold calling and I’d love some feedback on it:

    Best regards

  9. John Thornton says:

    A bit of language that I prefer over the “How are you?” question is to instead ask “Do I have you at a bad time?” This results in two responses:

    1. Yes. “No problem! Would it be better if I called you tomorrow morning?”

    … Now you have a prospect that is expecting your call (or at the very least will remember you as the person who called yesterday to whom they said it was OK to call them back.”

    2. No.

    … Now you can launch into your script.

    But, really, it’s all in what you’re comfortable with.

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