In today’s episode of the ‘Sales Samurai’ podcast, host Sam Capra, who helps marketing leaders in the retail space go beyond the sale/transaction, talks with guest Shawn Sease, founder of 5bynoon. Shawn shares three things that have no place in cold calling. He also talks about the fundamentals of his scripts and variations to your outbound call strategy.

Episode Highlights

• 01:21 – Shawn says, he has spent the last 30 years of his life in sales. 
• 03:04 – Sam enquires, what kind of drives does Shawn has from a sales perspective?
• 04:20 – Sales are the one thing that's not necessarily linear; there's no one thing that one can do to get to drive the same result, says Sam. 
• 06:09 – Shawn mentions that the process has to have a little wiggle room in it. 
• 08:24 - Sam enquires from Shawn, what does he mean by leading with product value?
• 11:22- Shawn explains, his job is to get people into a meeting, the best way he figured that out is to help people become the next best version of themselves.
• 13:02 – What they do in cold calling or messaging workshops is they cover what to say, how to say it, and most importantly, why they’re saying it, reveals Shawn.
• 15:57 – Shawn says, his goal is to have a two-way conversation.
• 17:23 - When we start getting into objection handling, it becomes defensive, and keeps escalating things, versus just having a natural organic human conversation with someone.
• 19:38 - When we write the script, we make it pretty generic. 
• 21:40 – Shawn states, what they figured out is, the best way to introduce themselves is to share some new ideas and innovations around.
• 23:31 – We need to have the right information, the right data, make sure that we get the right information, and have the right ICP to reach someone.
• 25:15 – Shawn says there're so many times when they’ve heard people saying that they’re going to give them a meeting because they’re good at what they do.
• 26:54 – Empathy and sales don’t make sense, especially at top of funnel calling, because we don't have the relationships established.
• 27:57 - The best customers are the ones who are open to having a real straight talk. 
• 30:28 – Shawn points out that in the scripts that they write they don't deal with the fear part because they’ve mastered it.
• 32:57 - We need to understand who we're calling first before we start articulating what value prop is what we're going to say.
• 34:05 – Shawn states that they use survey scripts in a lot of situations for two reasons.
• 38:14 – How about we put a time on the calendar right now and that'll keep us from getting a restraining order by continuing to follow up. 
• 40:53 – Shawn stresses that they need to lighten the load on the expectation here and do something different.
• 42:00 - We have people send us lists, so we can run it through our validation process to figure out who answers the phone above their SDR funnel.
• 44:54 – Sam refers to a book by Scott Chanel wherein his estimates that 70% of the effectiveness from cold calling is the list, essentially who are we targeting. 
• 46:40 - It's kind of a sequence of events, so, its fear, its curiosity, its trust, and a two-way conversation.
• 50:51 - We better spend our time learning how to handle the objection.

 Three Key Points

1. The fundamentals of the script of the rhythm of the conversation and starting a two-way conversation involve two things. First, ask for permission to talk and tell the purpose of your call. The second is about building familiarity and then trying to get t