CTI C TO O L KIT

TA

Sarah Brazier’s
Cold Call Script
Sarah Brazier is known as one of the best sellers hitting the phones today.
While most are hiding behind email, Sarah is booking meetings left and
right by picking up the magic device called the phone!

Below, you’ll find:

Sarah’s recommendation The exact words The 30 Minutes to

for the key components Sarah uses to book President’s Club
of a successful cold call. meetings. breakdown of WHY
what Sarah does works.

How to use this:

Print out [a] the blank Fill it out with your

Read this guide. cold call template on company’s specific
the last page and [b] talk tracks.
the objection handling
battle card.

But wait, wanna be famous?

Screenshot it, post it on LinkedIn, and tag @30 Minutes
to President’s Club - we’ll share the best cold calling
scripts we get on our LinkedIn.
The 4 Key Stages of a
Cold Call that Converts

STAGE 1

Opening the Call

Pattern interrupt with some personality!

STAGE 2

Confirming the Current State

Demonstrate you’re a peer & confirm their status quo.

STAGE 3

Illuminating the Unseen Problem

Point out a little-known problem (that you solve!) with that status quo.

STAGE 4

Booking the Meeting

Confirm the problem > attack the problem > ask for the meeting.
 Sales Paradox: This Script
Isn’t What Actually Matters…
Word choice doesn’t really make a difference on cold calls.

Have a plan for what you’ll say, but as long as you follow the structure here,
you can play with your word choice.

If you really wanna nail your next dial blitz, here’s what actually will make a difference:

TONE

Speed: Speak uncomfortably slowly (calm confidence).

No Uptones: Eliminate upward inflection (not too eager).
Laugh: Tough objection? Laugh. (show you’re comfortable).

MINDSET

It Ain’t Easy: Success = the number of uncomfortable conversations you’re willing to have.
Power Thru: Regardless of call outcome, immediately move right to the next dial.
Have Fun: Stand up, smile and have a good time!

FOCUS

Block Distractions: Shut down email, Slack, text messages.

Do 1 Thing: Only dial in your call blitz (research in a separate time block).
Follow-up Later: Save follow up emails for after your blitz.
The Script
Call Stage Sarah’s Talk Track Keys to Club

Sarah: “Hey, this is Sarah Brazier from Gong on a recorded line…. How’ve Ya Been?:
How have you been?” Implies familiarity
(you’ve done your
Them: “Gong!? What’s this about?”
Opening research on them….
Sarah: “Look, I know that nobody likes a cold call… Can I have just a couple right?)
the Call
of seconds so I can tell you why I’m calling? Then, you can tell me if
I should go kick rocks or if we should continue the conversation.” Disarming Honesty:
Lowers the defense,
Them: “Ok, fine. Go ahead.” it’s a cold call!
Sarah: “Thanks. I’m wondering if you can help me out. I just got a new book of Permission Based
accounts and your company is in it. I’m curious if I can tell you what we Opener:
do and then you can tell me if I shouldn’t be prospecting your company.” Ensures they’ll listen
Can I ask a few questions, then you can tell me if there might be a fit?” (not just hear) what
Them: “Sure, go ahead.” comes next.

Sarah: “Typically when I talk to sales leaders, the way they make decisions is twofold. Current State:
Their current state,
One, they look at the data and run some reports in their
dangerously specific.
CRM to determine what’s going on in their business.
Confirming Pulse-Check:
Two, they might bring their team into a room and try to get
Current Does this sound
as much information from the front lines as possible. remotely close to
State
Does that sound about accurate?” their experience?

Sarah: “One problem with that approach is that sales reps are notoriously bad The Problem:
at filling out CRM notes. Since the CRM is inherently biased and outdated, Describe the unseen
it’s tough to get data to truly know what’s going on in your business. problem they’re
Illuminating Also, if you think about it, who comes to you with the most complaints likely to have.
the Unseen or challenges? Usually it’s the squeakiest wheel or the loudest complainer. Don’t Pitch:
Problem But what they’re telling you isn’t always an accurate indicator of what Fight the temptation
the true challenges are. until you drill down
There could be something going on with the engine and you think into a problem.
it’s the squeaky wheel.”
“Has that ever happened to you? “
Them: “You know, it’s interesting you say that. Just the other day we ran into
an issue with something similar where we could not figure out why
we were losing so many deals to a new competitor. The sales team
claimed it was pricing-related but I suspected differently.”
Sarah: “Can you tell me more about that?”

Sarah: “It’s interesting you said that Armand, that’s the problem we’re trying Now It’s Time:
to solve for. You can pitch when
We help you solve that by ingesting your conversations and showing you they agree to a problem.
Booking the data. Those insights will tell you things like why you’re losing deals.” Tailor The Solution:
the Meeting Tie it to their problem
“Would that warrant a longer conversation?”
Low-Friction CTA:
Avoid the heavy ask
for a meeting.

Okay, that’s a killer opening riff. At this point, you’ve gotten ~60 seconds into
the cold call and now the real fun begins. Objection time.
The Sarah Brazier Objection
Handling Guide
A word on objections….

Most objections aren’t logical or based on what you sell. They’re emotional reactions
to being cold called.

When you “handle” an objection, your goal is to get their attention back.

Here’s how you “handle” an objection:

Step 1: Agree with them & push away (pattern interrupt)
Step 2: Ask a question that incorporates what you know about them (grabs their attention)

If you hear Say This Keys to Club

“All good! You woulda called me if you Laugh, use your research:
I’m not interested /
had been interested (laugh). I guess I was Push away + reorient around
We’re all set
confused, I saw that you acquired XYZ the research that triggered
customer, how are you [problem you your cold call.
know they are experiencing]?

“No worries. Does it make sense for It’s not true:

I’m in a meeting
me to tell you the reason I’m calling, Most folks don’t answer random
then you can tell me if I should even calls in important meetings. Ask for
call you back? permission to continue.

“Got it. When’s a better time Win a 2nd shot: They’ll either hang up
I don’t have time
for me to call back?” on you or tell you to just give them a
to talk
call later that afternoon. At that point,
send them a calendar invite with a
brief agenda or one page.

“Ah, I totally get that. Most people tend Make ‘em feel important: Call out the
I’m not the person
to buy by committee these days. In my truth! While they might not be signing
who makes these
experience people with your title doing the contract, they probably will have a
decisions
X, tend to have an input in this. seat at the table for an evaluation.
Are you responsible for that?”
The 30 Minutes to President’s
Club Cold Call Template
Now, it’s your turn! Fill out the below cold call template with your company’s talk tracks.

Call Stage Your Talk Track

Opening
the Call

Confirming
Current
State

Illuminating
the Unseen
Problem

Booking
the Meeting

Ready? It’s time to show the world your killer cold call script.
Screenshot it, post it on LinkedIn, and tag @30 Minutes to President’s Club -
we’ll share the best cold calling scripts we get on our LinkedIn!