Stop Relying on Referrals to Build Your MSP: Get 10 New Leads Per Month with Cold Calling

We are live. We are live. All right. Say hello to me in the chat if you are live with me. Oh, I see a full room. All right. Hello everyone. I see some questions already coming in through the chat. Let me know if you're here with me. Let me know where you're tuning in from. Yay. Hi, Mike. Hello, Vinco. Hello, Dan. Quick tip. If you have not granted streamyard permission to see your name, I will not be able to see your name. It will only show up as like anonymous user. It looks like everyone is good so far. Hi, Calvin. Hello, Rachel. Hello, Markinson. Awesome. We got some Montreal, New Zealand. All right, cool. So I'm in Florida. I'm in North Florida. I'm a new Florida resident actually. I moved here last year, so got some really good summer weather. It's kind of, kind of muggy actually today. I think there's a hurricane coming. It got a little windy before I came inside. Got out of the house today, got some work done. So I'm excited to be going live with us. So Chris Weiser is typically here with me in this webinar, but today I'm going to be holding down the fort for us. So he got overbooked, double booked during this time slot. That's okay. He may tune in towards the end. We'll see. If not, we're going to have fun. It's kind of like whenever the, whenever the boss is out of town, right. And. And they're out of the office and then we get to have some fun. So let me know if you are tuning in. Let's have a little green room time. Let me know what you are here to learn today, what you are looking forward to learning. We're going to be talking all about cold calling, best practices, strategies, tips, what's working, what's not working, what our clients are getting the best results from. So just let me know in the chat, like what are some questions that you already have around cold calling? And then I may be hitting those questions today as we get started and if not, then we'll come back to it. We do have time for Q and A today, so go ahead and let me know in the chat. What are you most looking forward to learning? What questions do you have and what are you looking forward to taking away today? All right, so Abe says he's coming in from New Jersey. Cool. Awesome. Mobile phone numbers. Have you found that it works? Oh, great. Great question, Calvin. I'm not actually going to cover mobile numbers specifically today, so I'll go ahead and speak to that right now, mobile phone numbers are tricky, right? And if you even think about this from your perspective, when someone calls your mobile, well, one of two things happens. Either one, you answer it and you're like, okay, who's this? Maybe it's important, maybe this is a business prospect, you're going to answer it. Or two, you say, I don't know this number and you don't answer it. So one of two things is going to happen. But I think that the most important thing is if you are going to go after mobile numbers, then you better have something of high, high value when you're calling business owners or leaders on their mobile phone numbers. Because if you're calling my mobile number, I'm, and it's, and it's legitimate, I'm going to answer it, I'm going to answer it. Or if I don't answer, it's going to go to my voicemail. But I want to know that it's a value to me. So don't waste my time, right? And you would say the same thing, don't waste your time. And I'm going to actually talk about things today that are of value. And not just calling, pitching first time appointments, not just calling, looking to make the quick sale, trying to replace someone's MSP or current MSP provider, but instead I call you a value, I call you with something important. I have this next step laid out for you and really leading with value, not just a quick piece of pitch or looking for the fast close. So we're going to talk through that today. I'm not against mobile numbers and you will also find that in most list builders, in most of the platforms where you're pulling your list, mobile numbers usually cost more in terms of credit. So you're gonna have to pay a premium price to get mobile numbers, which is not a bad thing because it makes you think twice about the pitch and it makes you think twice about who you're calling on their mobile numbers. Um, but what I would do is I would pull my hottest leads, I'd pull my hottest prospects, the ones who have the highest buying intent, and that's who I'd be calling down on their mobiles. I would even prefer that you reserve those mobile, those mobile number credits for folks that are already in your network, you've already made relationship with them in networking events or trade shows or conferences, etc. And really use that to double down and say, hey Dan, I saw you last week at the XYZ trade show. It's great to connect with you. Yeah, I hope it's all right that I pulled your mobile number. Listen, we're hosting an XYZ Cyber briefing. We're going to be talking about the XYZ Cyber incident. We want to make sure you and your team are covered. Let's go ahead and get you into this briefing. Yeah, I'll go ahead and personally send you over the invitation. So you see how in the beginning of that call, I referenced our personal connection, made it seem very personal. It wasn't just like a cold pitch or a cold spammy call to a stranger had some relevance there. So that's my little spill on mobile numbers. And we can come back to that as we go today. All right, I got some good stuff over here. So David says I'm looking for how to handle people that just don't care. All right. Rachel says I want to learn how I will stop relying on referrals. I'm telling you. Right. It's right there in the title. All right. Mlan says, how do you handle going through calls of the list that maybe you've already used before? Oh, that's good. We're going to talk about that today Day Drayton says how to handle the gatekeeper. Oh, yeah, we're going to be talking all about gatekeeper today. Awesome. Jack, you're from Jersey. Cool. Yep, awesome. Glad that was helpful, Calvin. Okay, so we're about eight minutes in, so let's go ahead and get started. Here we go. So if you're here today, you are ready to learn how to stop relying on referrals to build your MSP. And you are hoping to get 10 new leads per month with cold calling. So I'm super excited to have you all here. Now, a couple of things before you get started. You can see this is Chris Weiser here. If you've never met Chris, this is our CEO and founder of Seven Figure msp. Chris says, hey, I'm going to be showing you how to add new leads to your MSP sales pipeline every single month without complicated funnels or expensive direct mail campaigns or ads. Now, as our VP of marketing coaching here at 7 figure MSP, it is super important that we have a clear process, and we're going to walk through what this process looks like today. You're going to have a lot of strategic information as well as some tactical things so things that you can actually put into play today. If you have a dialer or if you have a sales development rep or an appointment setter that's already on your team, I highly recommend getting them into this call with us or get them into this webinar. You can copy and paste the link straight to them. So highly recommend getting them in here because this is going to be very strategic and tactical. So you're going to walk away with real strategy, real skills, real talk tracks, real scripts that you can go and put into practice today. Okay, so let's get ready. Take notes, take action. We also have some prizes that we're going to be giving away today. So we're really big on prizes, making this fun, fun making this super collaborative. One winner will get a 100Amazon gift card. We also have a 75Amazon gift card. And everyone that hangs out with us until the end, you're actually going to have an opportunity to get a 5050 gift card. So I think that's cool. Obviously, that's not why we want you to be here. We want you to be here for these skills and the strategy and all the things that you're going to put into place after you go through this. These are just some perks that we like to give out to our community. So to win these, you got to stay until the end. We'll go through our training, we'll open up for Q A. I'll be talking about an opportunity that you and your team, if you're fit, you could take advantage of to work with us and so that we can help you get more leads into your msp. But we'll cover that towards the end today. And of course, we'll have to make sure that you're a fit for that. Okay? So please pay attention with me today. Hang out with me. No tickets. I know it's hard. I know it's hard to put it away, but please put your tickets away. No client calls. Put your ringer on do not disturb personal mode. I don't know about you, but I live in personal mode right here. So put that phone on personal mode, and I promise you it will be there whenever we get done. Okay? No distractions. Shut the kids out of the home office, whatever. Put a sign on the door, come back later, do not disturb. What? Whatever you got to do, be here with us. Because the thing is, if you are serious about changing your msp, changing the trajectory of your business, filling your pipeline, then you are going to want to be here, be with us, be present for the next 60 to 90 minutes. Okay? So I'm curious, how many of you hanging out with us in the chat, in the live room, how many of you have ever been to one of our live events before? Okay. Okay. How many of you have ever been with us here in person? Let me know in the chat. Just put me like a yeah in the chat. Put me a yeah in the chat. If you've been with us in person before. If you have not. We do have a couple of events that are coming up. We would love to meet you, we'd love to hang out with you in person. We offer national actually technically we go into Canada now. We offer national international events where we teach MSPs across across the country how to grow and scale their msp, how to double their MRR in six months or less. Our next event is actually in Oklahoma City. Oh we need to update that, update that date. We've actually moved it to July so we will be in Oklahoma City in July. We're going to be in Denver, Colorado August, 8-13-15. We've got Milwaukee coming up in Minneapolis and then Calgary in October. So some really really cool stuff coming up. Our big events. So these are our huge events where we have hundreds of MSPs there. That's the one that's in Orange. That's our Denver event. You can actually check that out right here. 7 figure MSP events.com Denver this is going to be an absolutely exceptional week of training we have. Myself I'll be talking about. So you've outsourced your marketing. Now what you didn't get, you didn't get the results that you want. Now what and how to really take control of your lead generation results. We're going to have Cindy Phillips our head sales trainer there. You'll see her picture here in a few minutes. She's going to be speaking on how to actually rock co managed deals. So how to go after 200, 300, 400, 500 seat deals with a co managed play. We have some awesome guest speakers. We have Penn Jillette, really cool guest speakers that are going to be there with us and a concert in the Red Rocks. So I don't know about you but I'm a huge music fan. Every day I'm listening to music and just really I think it's like an adult ADHD thing actually that's how I get things done is through music. And we have a concert that Wednesday night It will be in the beautiful Red Rocks Amphitheater. We're going to be seeing the revivalists in Spoon so tickets are super limited. If you and your team are considering coming out highly recommend you be there for the Denver event and that link a seven figure MSP events.com SL Denver you can grab your ticket right there. You can also scan that code. Of course it's safe, I promise. All right, awesome. So a little bit about our coaching team. If you've never been on any of our trainings before, we are a sales and marketing coaching program for managed service providers. So we help MSP, MSPs double their monthly recurring revenue in six months or less. We do that through very strategic sales and and marketing skill sets by teaching you these skill sets, teaching you these strategies that are not just based on right now and based on trends and kind of fast, fast but temporary results, but actually teaching you strategy that stands the test of time. So these are real skills that you're going to take with you, not just in your msp, but in everything that you do. Ask any of our clients, Seriously, ask any of our clients. The work that we do is so, so real. You can actually see Chris, Cindy, myself, Ryan o' Hara here. This is a bit of our coaching team. We have some other in residence coaches and assistant coaches that we also have that work with us. But yeah, we are so, so passionate about helping MSPs and their teams grow their businesses. So, all right, let's dive in. I'm just going to jump straight into our training today. So, so typically if we have Chris on, he's talking to you around cybersecurity and why it is that you want to double down on selling your, your all in one or your highest of the high, your best of the best MSP packages. I'm not going to go into that today. I want to make the most bang for our time. I want to be respectful of your time. And my goal is to get us out of here within like the next 60 to 90 minutes. Okay? So I'm going to straight, I'm going to jump straight into how to start getting those 10 leads per, per month using cold calling so that we can stop relying on referrals alone. Okay, so here we go. Step number one, we have to train our mind. All right? And I know this looks a little silly here, but this is so, so important. All right? Everything that you do starts right here. It starts with you. It starts with how you feel. It starts with how you believe in yourself. It starts with how you show up for yourself. So whether you are msp, owner, sales manager, appointment setter, sales development rep, dialer, it does not matter. It starts with you. Okay? So something that I do every single day with our Leads Mastery, which is our dialer and SDR training program, I start our group every single day with a morning huddle. This is where we get our mind Right. This is where every single day, we're starting our day in the right direction, so. So that we can go get the best results that day. All right? So here's what I mean. I want you to repeat this, and you can screenshot this. Going to turn them up, and it's a little hot in here. You can screenshot this, you can write it down, you can take a picture of it, whatever you need to do, all right? But I want you to train yourself with these words. Start your day out every single day with these words. This is going to change the way that you do your cold calls and everything else. All right? You ready? I am the kind of person that wins. I am the kind of person that people listen to. I am the kind of person that sticks to the plan. Oh, that's good, right? I am the kind of person that attracts success everywhere I go. All right? So I want you to screenshot this, take a picture of it, do what you need to do. Start your day off with these words, all right? Because let's be honest, cold calling is hard. All right? It is daunting, actually. I'm not even going to say that it's hard. It's really not hard. It's actually quite simple. It's a very simple process, but it is daunting. Okay? And you are putting yourself in a position to be told no a lot, and that's not fun, especially if we internalize those results. So if we show up hanging on the. On a whim of if we get a yes or no, it's. It's going to feel very heavy. Heavy feelings lead to heavy results, all right? And then it's just like a circle. It keeps going around and around, around. So we have to feel really good. We've got to be determined that we are the kind of person that wins. We are the kind of person that people listen to. We are the kind of person that we stick to the plan, we attract success everywhere we go, so that when we pick up the phone and we start making those calls, we know that we're in control of our results. We know that we're in control of the trajectory that we're going in. We know that we're. We're not basing our worth, our MSPs worth, or our personal worth on the results or the direction that the calls go in. Okay? Everything you do, again, starts right there. All right? So put a one in the chat. If you are going to start your day with these words that you are the kind of person that wins, put a 1 in the chat. If you are going to train your mind and start your day with these words, all right, number two, we have to make, we have to know that we have a legitimate plan to follow. All right, So I don't want to just pick up my cell phone, go find some numbers on LinkedIn and just start calling them. Can you do that? Yes. Have we done that in cold call clinics before to get people to take action? Absolutely, yes. But that's not how I want to start. That's not how I really want to go all in. And being the kind of person that wins. No. I gotta have a plan. All right? So my number one recommendation, especially if you are a one person nsp, if it's just you and you're doing all the things such as tickets and HR and finance and bookkeeping and appointment setting, you're also doing marketing and sales, everything. If you're doing all the things, you have to have your time protected. All right, So a number, the number one thing that you need to do is batch time in your calendar with morning and afternoon power hours. All right? Now this is also relevant. If you are a business development rep and maybe you are working the full cycle of the sales process from top to the bottom, then you need to make time for top of a funnel. You need to make time for generating leads, for setting your appointments, all right? So you got to make that time. If you don't make the time, then what happens is the thing that we least look forward to doing will get put last. Okay? The thing that we least look forward to doing will get put last. And then what? What, where are we? At the end of the day, how do you feel at the end of the day? You're probably tired, you're burnout, you're out of time, and you're probably just going to kick it off to the next day. Okay? So if you batch power hours in your calendar, you, you're that much more likely to do that task because then it holds a spot in your calendar. Now if you're saying, well, Lindsay, I don't have a whole hour to put in the morning and afternoon, put a dirty 30 in there. I don't care what you call it, put a dirty 30. So a 30 minute block in your calendar where you know that that's where you're going to jump in and you're going to do some cold calls, okay? You're going to jump in and you're going to do your dialing for those 30 minutes. Whatever you have to do to put in Containers. Containers of time in your calendar so that you have batch time to make your call. Okay, now the other thing that we want to do, let me just pull up my chat over here so I can see everyone. Awesome. The next thing that we want to do is we want to map out our daily goals. So on a day to day basis, we want to make sure that we know who are we calling? Who are we calling? Who's our industry for the day? Who's our target market for the day? Am I calling CPAs? Am I calling law firms? Am I calling manufacturers? Am I calling construction companies? I need to have a vertical chosen for that day so that I'm not just calling everybody that I can get my hands on because then my message is not targeted. Okay. Because why? Specificity sales. I want to be as specific as I can with my hook, with my pitch, with the thing that I'm asking them to do. Because the more specific that, the more specific that I am, the more yeses that I'm going to sell. Okay? Specificity sales. Write that down. So I got to know, who am I calling? Is my list ready? Do I have a list to call? Is my list pulled? Do I have phone numbers for it? And is it, is my, is it already in my CRM or is it in my power dialer? Wherever it is that I'm pushing my calls out from, Is my list ready? Hey, number three, I don't know, what's my pitch? What am I asking people to do? What's my next step for them? Am I getting on the phone with them and saying, hey, do you want to replace your IT provider? No, don't do that. That you're not going to get very high results from. That you're not going to get, get good results. You're going to have people hang up on you, say, no, thanks, don't call me again. Put me on the do not call list. We don't want to do that. Okay? We also don't want to just pick up the phone and say, hey, this is Lindsay from ABC Cyber looking, you know, wondering when's the last time you had a cyber security risk assessment? Do you want to buy one? We don't want to do that. Right. We don't want to call them and have no plan and just be pitching to either replace their IT department or to buy a csra. You're going to get very low results from that and you're going to get hung up on a lot. Okay? So we got to have a pitch. I'm going to talk to you about what your pitch should look like and how you're going to get the best results from your pitch today. All right, we want to know what's your conversation goal? So we want to have a number. Right. Of conversation that I'm aiming to have every day. So. So, yes, I can track outbound calls, right? But if I'm not tracking conversations, so how many conversations with a human being that I actually had, I'm not going to have really good stats to lean on. Right? So if I, for example, am making a conversation goal of 50, if I want to have 50 conversations in a day, well, you better bet your money that, that I can go have five yeses in a day, because that's a 10% yes for rate. All right? If I'm following these talk tracks, I'm doing the things I need to do, I got a strong pitch. I can go get five yeses a day with 50 conversations. All right? But if I, if I say, oh, well, I want only I want to make 50 calls. Well, you could make 50 calls, but only speak to six people. Okay. And I'm not going to have really good stats if from those 50 calls, I got one yes from that, that's not really going to tell me much. But if I got one yes from six conversations, that's great. That's amazing. Right? That's an 18% yes rate. That's. That's wonderful. Okay, so I want to make sure that I have a conversation goal set every single day. How many live people am I speaking with? And yes, gatekeepers count. So, yes, office administrators, office managers, secretaries, administrative assistants. Yes, those count as conversations. You're speaking to a live person. Yes, it counts. Okay, and number five, what's your non negotiable yes goal? So you just heard me talk about a yes. How many yeses that I get in a day? That's how many people are moving to the next step. Whatever my ask is for them. So whether I'm asking them to go to a cyber security briefing, to a webinar, to a training, to a lunch and learn a wine and learn business and brunch, Whatever my ask is, what's my non negotiable yes goal? Okay, so for point, point of reference, in our leads mastery group, we, we have a two yeses per day, no matter what rule. So every single day, I'm shooting for two yes no matter what. I don't put the phone down until I go get two yeses. Okay? I don't get up until I get two yeses. All right? So that just keeps you focused and keeps you focused on the money so that every single day you've got movement. Okay. Every single day you're filling the top of your funnel with new yeses, that's new leads that you can go work. Okay, now that's beginning of your morning. That's top of day. Now, at the end of day, I want to have a daily debrief. This can take 5 minutes. 5 minutes at the end of your day, it's going to go so far. What worked well? What objections did you hear? So just really quickly at the end of the day, just jot it in a notes app. I actually, in my notes app, I keep. I'll show you guys. This is kind of cool. At the end of each day, I have a running list that says end of day and it shows everything that I did that day and I list out every single thing that I did. So what I would do. And it's like I scheduled X call with X person, I booked X amount of appointments. I did. And it's this way that I debrief the day. So I highly recommend that you do the same thing. What worked well today? What objections did you hear? What did people respond well to? What got people to open up, what got the yeses, what got the notes? And what are you going to try differently tomorrow? Okay, so this is five minutes at the end of your day where you are just being very intentional on reflecting on the day. Now this is actually going to really come into handy when you start having morning huddles with your team. So when you start to build your top of funnel sales team to your appointment setting team, this, this is going to come become very useful because when you join morning huddle, you're going to be able to reflect on, oh, here were my wins from the previous day. I got three yeses yesterday. What were my obstacles? Oh, well, I was told that they already had an IT department and they, they didn't need to attend the briefing. Okay, and what are my opportunities for the day? I need to learn how to pivot when someone tells me that they have an IT department. So as long as you're taking these notes every single day, it's going to help you stay in the offense of your dialing strategy so that you're not just winging it every single day so that you know your team are just winging it every single day. Okay, now number three, we want to dial like we mean it. So what do we mean by that? Dial like we mean it. We're going to Get a little tactical here. Okay, so we want to make sure that we have a list of at least a thousand ideal prospects on it. Now why a thousand? Having 1000 prospects on a list allows me to, number one, get stats that actually mean something. So if I'm looking at a list of a hundred people, well, I'm probably only going to get about 30 to 50 answers from that. And I really can't make any good assumptions from that. It's really not a big enough set of data for me to get stats that mean something. Okay. Now I bump up to 500, I may get 250, 300 answers from that. It's still kind of low. Yes, I can pull some data, I can pull some stats, but it's really not enough for me to draw assumptions or draw conclusions from it. So I want to bump it up to about a thousand prospects on a list. I'll get between five to 800 answers to 800 conversations from that over the span of like 60 days, usually 30 to 60 days on that. And that's going to allow me to actually make some decisions and say, well, this list worked for us. Or we got, you know, a 2% yes rate on this. We need to either one, pivot our message or maybe two, we've already done that. That we need to pivot the, the, the list itself. Okay, Maybe we decide that's just not the list. That's not the vertical for us. But, but we can make those decisions from data. We make data driven decisions, ddd data driven decisions. Because I have a big enough data list to make those decisions now. Okay, now this does not mean that I want to burn through this list so fast within a week. Okay. That then I'm going to build another list of a thousand. It will take you about 30 or about 60 to 90 days to truly run through your list of a thousand. Okay? And the reason why is because we're not just calling them once and then giving up. You want to have a full process of where you call, you follow up. You have voicemail drops and you have a full process to follow so that you're making multiple touch points with them. Okay? And that's a huge, huge part of a cold call strategy, is that you're not just relying on one cold call. You're not just relying on one call in general or on a cold call in general. That you have multiple touch points on multiple different platforms. So we recommend emails, cold calls, and LinkedIn touch points. Okay? And then quarterly, you can work in a direct mail response or a direct mail campaign as well. So sending out a postcard or a formalized letter, such as for the FTC or the Federal Trade Commission campaign, where you're saying, hey, did you know that Federal Trade Commission has just, you know, implemented new safeguards? Xyz, we're hosting this webinar. We're going to be talking about what you need to know and you're inviting them to, to that. So I'm not just relying on cold calls. I have this multi touch point strategy to where I'm tying in all those different ways that we're showing leadership, we're building rapport and they're hearing the same message over and over and over again. Okay, so a really fun kind of saying I like to say to our clients is if you sound like a broken record, then you're probably doing it right. So if your marketing sounds like a broken record, if you're dialing, if you're sending these emails, if you're doing these things and you sound like a broken record, you're probably doing it right. That's marketing. That is marketing at its finest. When you have such a clear scope and a clear message on who it is that you serve and what problem you help them solve, you're going to sound like a broken record. Sometimes that's okay. All right, so we want to make sure that our list is built on target industry. So I have a specific industry picked out. A couple of industries. These are just ideas. Come up with your own accountants. We could do CPA firms. We could have construction companies. We could do home security, commercial security. We could have title title lending agencies. We could have car dealerships or auto dealerships. Any type of industry. The key here is to niche down so that you're not just saying, oh, small businesses. What kind of small business? Everyone's a small business under 25 million. Okay, what type of small business? Be specific. Even niching down to financial services. What part of financial services? There's wealth management, there's retirement, there's accounting. There's so many small industries or small target markets underneath that go a little bit deeper, right? Go deeper into that industry. Because again, what sells specificity? When you can be specific, you're going to get more. Yes. Rates. Okay. Your message will be, will become clearer. The solution that you provide will become clearer. You're going to have more targeted stories to tell, pulling on those emotional pain points. So the more specific that you can get, the better. Okay, so target industry. We then want to have geographic location. So this one's kind of tricky because if you are in an area, just say, for example, before I moved to Florida, I lived in the southern region of Georgia, all right? And it was very rural, so we had a ton of agriculture and just, it was just like a very rural area. So if I had been targeting CPAs, I would have really had to have had expanded in terms of geographic location to hit my list of 1000. I may have had to have even gone all the way from like north Florida to Central Georgia to hit that 1000, maybe even farther. Okay. So you may have to expand depending on where your geographic location is, to hit your numbers that you need to hit for that target list. Right. For that ideal list that we have. So we got target industry, geographic location, ideal employee count. Now in our third webinar of our webinar series, so right now we're on webinar two. We talk about how to get really qualified prospects and some general rule of thought, like a general rule of thumb that you want to have is the more seats that you have or the more, more employees that are within a company, well, the more that you're going to get paid on it. Right? Common sense. Because if we're charging by C seat, our recommended seat price is 300 per seat. If you're charging based on seat, 300 per seat. Well, would I rather expend resources targeting five person companies or 15 person companies? Right, 15 person companies versus 50 person companies. Okay, you do the math on that. So this does two things. Number one, this gives you the most bang for my buck. But two, this is going to automatically move me into that annual revenue range. So the more employees that a business has, the more revenue that they are making. Right? Theoretically, that's how it should be. Okay. So theoretically, if I'm making more money, I got more employees and vice versa, that's going to make sure that they have the budget and they're on a growth track to spend on it and cyber security. Okay, if we're targeting companies that are startups and they're just trying to bootstrap, trying to make it, they're still learning how to make money. They may not be the ideal fit for where I want to expend my resources. Okay. If you're paying yourself to go set appointments or you're paying an sdr, a dialer, you're paying an appointment setting team. We want to make sure that we're expending it on places where we're going to get the most paying for our book. Okay, so if, if any of you already have a target industry that you're focused on and you've already got some of these parameters mapped out. Let me know in the chat who that is. Let me know in the chat who's your target industry, who's your geographic location, your employee count, your annual revenue range. And then on the next slide here, I'm actually going to show you an example of how this looks when we go to pull this in a list builder. Okay. I'm going to check the chat. All right. Mike says I eat those frogs first. That's awesome. Let's see. David said so. So we shouldn't ever make it personalized. David, tell me a little bit about what you mean, what you mean on this question. Also, I got lots of ones from over here. This is good, good stuff. Let's see, will Toronto make it on your list? Oh, we were actually in Toronto last September. We were in Toronto last September and we have talked about going back to Toronto end of this year. So we had a really good turnout in Toronto end of last year. Toronto is actually one of my favorite road shows that we've ever done. We had a really awesome turnout. We had great attendance. The folks that were in the room for Toronto were so engaged, just so welcoming into their city but also so engaged into the content and just like on it. So I, we really had a great time in Toronto. I would definitely put it back on our list. All right. And Donnie? Yes. We will have, you will have access to the recording. We'll send out links to the recording after. Yep, it will be recorded. Awesome. All righty. Cool. So Abe says at what point should an MSP niche down one person less than one year old MSP should already need. So you're a one person shop less than one year old should you already be niching. So if you've already tapped into your circle of influence, so and you kind of think about where you are revenue wise, I mean it really doesn't matter how, how many people you have in your MSP or how old you are, think about your revenue. So kind of a general rule of thumb, if you are above the 10 to 12k monthly revenue mark, then yes, you can start niching down if you have not made it to that 10 to 12. 10 to 12k mrr. So that's recurring revenue that you have on contracts every single month. You can say they're going to pay their bill check, they're going to pay their bill check. I'm going to get this recurring revenue check. If we can't say that, then I would be hitting up your Networking events. I'd be hitting up my local community, my personal circle of influence, because I can almost guarantee you you've got 12k of MRR sitting right there in your personal circle of influence without having to go and niche down and even cold call at this point. You're probably going to find more, more momentum in your personal circle and in hitting some community events, networking events, chambers of commerce, just kind of getting your name out there and, and, and showing up and serving folks that are already in your circle. Great question. All right, so Alan says he's targeting Doctors, South Texas, 10 to 300 employees, 2 to 5 million. Beautiful. Love that. So think about. The only suggestion I have here, Allan, is if you think about the 200. Have you ever heard of the $250,000 rule? So for every employee that a company has, there should be two. In an ideal world, there should be $250,000 and yearly revenue that backs up that employee. Okay, so if you do the math on this, the more employees that they have, let's say that they're a ten person company, I would want to see at least two and a half million in revenue. All right, if they are, if they have, let's say 20 employees, I would want to see you multiply that. Right? I would want to see that times 250,000. Okay, so just do them, do the math on that. If you're looking at 300 per. Let's do the math on 300. If they have 300 employees times 250,000, I would be looking at a $75 million company every single year. 75 million in revenue. So you may want to bump up your revenue mark right there. So whenever you go to build out your list, you're going to disqualify a lot of leads. If you mark out, if, if you cap at 5 million in revenue. Okay. So just keep that in mind. Colin says, how do you combat on calls when someone says they have an IT provider? We're going to talk about that. We're going to do that in our, in our scripts today. So hold tight on me. Hold tight for me. All right, so right here in the screenshot you can actually see where we pulled a list in Apollo. And you can use Apollo, you can use Seamless. We actually just launched our own this backed by 7 figure MSP. We launched click Lean Leads, which is our list builder. It's only available to our elite and Leads Mastery and Trailblazer clients right now. So it's not available to the public yet, but it will be soon. Stay Tuned for that. But you can use any list builder. And what you will do is you're going to niche down by job title, right? So you're going to go pull decision maker job title. And this is going to be contingent on what your industry is. But for this example, we just pulled CEOs, presidents, co founders, owners, okay. Then we then we niche down by location, by location. So we did, we started out with Austin, Texas for this list and then we just didn't get what we wanted. So we actually ended up niching all the way out to Texas to help us get what we wanted on that list to hit that number that we were, excuse me, that we were looking for. And then again, we kind of started out with 11 to 20 employees, didn't get what we wanted. We bumped it all the way up to 200 here. And then the industry was in construction and we niched it down to H vac, air conditioning and ac. Okay. So this was the list that we pulled. And if we would have scrolled down, you would have seen our revenue on there as well, the revenue constraints that we were looking for. So you can see that this list, we pulled 749 contacts. And then what Apollo does, and I don't care what list voter you use, any of them are fine. They all have their pros and cons. But what happens is it will pull this list, you'll be able to generate phone numbers, you'll see how many employees they have. You can pull emails if available, and you can kind of see which ones have emails or not. And then you export that list and you can upload it into your CRM or into your power dialer so that you can start making those calls. And you do it in a timely, efficient fashion, not calling from your cell phone or from your landline. Okay, you want to definitely plug these things into a power dialer because you're just going to be able to run through them so much faster. Okay, now to put this like, let's just do a little math here. Let's put this into perspective. If I have a list of 1,000, I run this list for 30, 60 days or so, I will get 500 answers. I'm not mad about that. That's a 50% pickup rate. That's fine, 500 answers. If I only had a 5% yes rate, that is 25 yeses. That is 25 people in the top of my funnel. So if I think about the direction that my phone goes in, I have my yeses that say yes, you can market to me. With whatever my offer is up here at the top. And then my funnel slowly gets. Gets smaller and smaller and smaller. It's narrower as they go down. And at the end of that is where we close contracts. Okay? So I gotta have the numbers, I gotta have the volume up top, which is where this 25 yeses come in, comes into play. I got to have the volume up top to pump out the yeses that I need at the bottom. All right, now that's just with a 5% yes, right? We can do better than that. We can absolutely do better with that. But do better than that when we have solid script, solid message, and we're specific on our list. Okay? But if I only had a 5% yes rate, I'd have 25 leads in the top of my funnel. Okay? Now the key here is to work this list until it can't be worked anymore. So again, don't just call this list once. And we want to call them again. We want to make sure that we've got emails going out. We've got LinkedIn touchpoints. We've got all these things that are working and working in synchronicity with each other. Pushing them into the top of your funnel, it will take multiple calls to get an answer. It will take then, once you get them to an answer, to get through to the decision maker and then to get them to a yes. All right? Now, even if you never get to the decision maker on your cold calls, I, I still want to leverage the calls with the gatekeeper. And I'm going to talk about this in just a second here. I still want to leverage my conversations with the gatekeeper to where I'm building relationship with them. And I'm not just trying to, like, scurry past the gatekeeper. Okay? So whether you're talking to the assistant secretaries, office managers, etcetera, make them your friend, treat them with respect. Do not try to always get past the gatekeeper because they're doing their job. And think about it. If you are targeting, let's say, for example, you are targeting law firms, okay? And I would actually say that law firms is a harder industry to target because how do they operate? Unbillable hours. Right? So if you're not paying for their time, they're just in a mindset to where they don't give you their time. Right? So keep that in mind when we're targeting law firms. But when the law. When, let's say that the lawyer says, or the, the partner, the owner of the law firm says, hey, we need to start Looking at, you know, updating our computers. We need to start looking at these things. I heard about this law firm over here being hacked or breached. We need to start checking out the stuff and making sure that we're doing our due diligence. Who do they task with that? Do they go themselves and start quoting out msps? Do they go themselves and start, do you know, start. Start Googling MSPS themselves? No, they're task their office manager. Right? They're going to task the person in their office who is the gatekeeper. Right. So you want to make sure that you're making friends with the gatekeeper, because if you've done your due diligence, you've called multiple times, you've had a valuable offer, you've led with value with that solution. Who's that gatekeeper going to call? They're going to call you. They're going to call the person who said, hey, Susie, or hey, John, whomever. We've got this. We're calling in regards to the XYZ incident, the XYZ breach. We want to make sure that your company's protected. We are doing XYZ educational opportunity where we're going to be talking about what you need to know about this breach, how to make sure your company was not impacted, and what you can do to limit the blast radius. Right? And they're going to remember that that was a little hint into our talk track that, that we're going to cover later, but they're going to remember that and you're going to be who they call. Okay? So we don't want to just try to get past the gatekeeper and try to like trick them into putting you on the phone with the decision maker. Because if we are doing that, you're going to be a lot of resistance, number one, from the decision maker because again, they're working on billable hours. They're like, why are you calling me? What's going on? And number two, that gatekeeper is going to say what? You lied to me. You never talked to them. You just try to get past me. And that's just not the way that we want to do this business. Okay? So introduce yourself to gatekeeper. Be likable, treat them like a human if. And work your strengths, right? If you're funny, be funny. If you're charming, be charming. If you can make them smile on the other line, do that. All right, I'm gonna give you some talk tracks here in a minute, but just I always have to include this because I think that the old school way that kind of like super salesy way of cold calling was to try to scurry past the gatekeeper, was to try to trick them into getting you on the phone with the decision maker as soon as and quick as possible as possible. And that's just not necessarily the best way to do it anymore. It's just not because number one, we're not making fast sales. We're not selling bugs frame, we're not selling something that's a low ticket product. We're selling contracts for three, five, sometimes even six years. Okay. That are multiple hundreds of thousands of dollars, if not seven figure contracts. Right. So this is not a fast sale. I'm not trying to scurry past them and go get the quick yes from the decision maker. And I want to build rapport and trust within that entire ecosystem of that business. Okay. And that starts with the gatekeeper. So that's my spill there. All right. Awesome. So Zach. Oh, that's interesting. Zach says. I don't mean to ran on the parade, but recent research has shown me that the average conversion rate for cold calling is less than 1%. Yeah. In our program our averages are between 10 to 15%. So yeah, you're right. On average, if you're doing it the way that we just talked about, you're right. You're going to get 1% conversion rates. That's what makes this training so valuable. Okay, so you want to add your leads list to your CRM with the tag cold lead. So let's say that you pull your list over here. You go pull this list. Right? I pull this list, I export it. I'm going to go plug it into my CRM. It doesn't matter what CRM you're using, just pick one. We have one that we provide to all of our clients. Clients. If you're not a client, you can also use it. We have a couple of different plans that you can choose from. It's called Wisetrack crn. But you want to plug it in. And I always like to keep, keep the tag cold lead attached to it. That way whenever I'm making outreach to those leads, I know that they're a cold lead. They are not opted in to be marketed to yet. So I'm going to treat them a little bit differently. I'm going to make sure that I'm always getting consent. I'm going to make sure I'm not sending them any warm marketing materials. I, I want to make sure that I'm treating them like a cold lead and I have them in the Right place, getting the right nurture material. Okay, here's an example of our cold calling power dialer that we have in Wisetrack. So this is our CRM. So you see here, this is an actual system. I'm not just picking up on and like dialing numbers. I have an actual system now. If you don't have this yet, that's okay. Don't let that stop you. Like pick up the phone and do something. But in an ideal world, I would want to have an actual workflow built out that moves leads through a process. So you can see here, if I get no answer, I'm going to wait 90 seconds, I'm going to move them to the no answer stage. I'm going to send them an email, I'm going to wait three hours and I'm going to then send them a text message. If I have their mobile number, if I get their voicemail, I can plug in a voicemail drop that automatically gets dropped to them. I'm going to then move them to the voicemail stage in our pipeline. If the call was completed or answered, I'm going to wait five minutes and then I can decide, well, if they registered or they said yes. And for this campaign, this is actually for our cyber security briefing. If they said yes, I move them to the registered pipeline, which is then another set of triggers, or they're not registered, I move them to that. To that stage of the pipeline, which I would actually either call them again or add them into a nurture series. Okay, so this is just an example. This is a very small snippet of an example of having an actual power dialer and why this is so powerful rather than just using your desk phone or using, you know, your landline to make these calls manually. Okay, awesome. Vince, let me check your question over here. I'm trying to, like, hit the questions as we go so that they're not all stacked up at the end, if I can. All right, so Vince says, as you said, cold calling is a tough gig and it's difficult to find the right bodies for any seat these days. Or what are your weights and. And measures for finding the sdr? Who's going to stay and kill it? Oh, my gosh, Vince, I could talk about that all day. I absolutely love training. Top of funnel sales teams. We have a training that we actually did last month. No, two months ago. Two months ago. And I will see if I can pull up for you, Vince, and I will shoot that training over to you. The short version on that is I want someone who's hungry. And. And I want someone who's money motivated, okay? I want someone who's going to be in it to win it. They are not just there to check boxes, but someone who's going to be in there to perform. Because if you're an SDR or you're a dialer, you are absolutely in a performance based position, okay? You are absolutely someone who's got numbers to hit and you better make it happen, right? So I want someone who's hungry, money motivated, they're incentivized to hit their numbers. And as the owner, as the leader, the sales leader, I got to be incentivizing them correctly, right? I got to give them metrics. I want to give them spiffs for calls that are sat. So for actual appointments that are sat. And then also for appointments that move down the pipeline. So I need to have a really solid hiring and onboarding and incentivization plan and process so that I not only get the right talent, I not only attract the right talent, but I also retain the right talent. Okay, so I'm going to table that because love that topic, but we have other trainings on it and same for that question as well, Drayton. Where can I find the SDR that can. That can consistently hit these numbers? So just to kind of let you guys know, at the end of this training, I'm going to walk through our leads Mastery program. This is what I do in there. This is what we do all day. We hire, train onboard and develop your SDRs and dialers. So we'll talk a little bit, a little bit about that at the end of our training. Training today. All right, so we want to make sure we're calling from our CRM and we are recording our calls. So each state has different laws around call recording disclosure. Do your due diligence. This is just a resource that I found. This is not law. This is what I found. Do your own research for your own state. Everywhere is a little bit different. But you can see here a map of one party consent states. This is just from a quick Google pool. You can do your own research on this. But this means only one party on the line needs to have given consent to record the call. So I'm in Florida. Florida is a two party consent state, which means that both people on the line have to give permission to be recorded. So if I am in a two party consent state, what my dialer would say in the beginning of the call is, hey, this is Lindsay from over at ABC Tech. Listen, I'm calling In regards to the XYZ cyber breach. Oh, by the way, I am recording this call just in case we need to come back to it later and also for call assurance purposes. So I'm calling you about the XYZ breach. We want to make sure that your company is protected xyz. So how I quickly, so do you see how I quickly pulled that in there? And, and I'm making sure that they understand that this call is being recorded. These, as of the last time I did this research, these are the states that I have to pull. Both parties are consenting. Okay. And then the rest of the United States, if you're US based, are only one party. So if I consent to recording the call, that's actually enough. It doesn't have to be consent on both sides. Do your own research there. All right. So really important to know that as you're making cold calls and if you are pitching a one on one, if you are pitching first time appointments, if you are pitching a free consultation, if you're pitching something that requires someone to basically go on the sales call with you, you're going to have a lower yes rate. So this goes back to the question over here or from, from the comment from Zach. He says, oh well, most cold calls get 1%. Yes, you're right. If we're trying to get people in to a, a one on one. So if you're saying, hey John, listen, let's get you in for a one on one, let's, let's put you on the phone with one of our, with one of our reps and see if we can support you. Let's see if we can support your IT or replace your current IT department. Yeah, you're going to get a low rate. Of course you are, because they know that they're being sold to. You also have very, very limited qualification that's going on. I don't even know if I want to work with this person. So why am I going to put them in a one on one call with my sales team, which for most of us or for a lot of us here in this webinar, it's going to be the MSP owner. A lot of us are just running our sales teams by our, by ourselves or your owner led sales team. So your owner is actually leading the sales and performing the sales. So why would I even want to put them on a one on one call if I've done no pre qualification first? So instead what I want to do is I want to have neutral landing places. All right, Neutral landing places. Are groups or conversion events where I'm actually going to be pre qualifying the leads that I'm getting into the top of the funnel before I ever put them on the sales call, before I ever put them on a call with my team actually have a place where I can pre qualify them, I can educate them, I can inform them and then they can make an informed decision on whether or not they want to book in with our team or not. Okay, this does so this does wonders for leveraging your time. Number one, it's also going to help people get onto a call with your team and they're not in the dark, they're not wondering why am I here on this call. This, let me be candid with you. This is what happens whenever we book out, whenever we outsource our appointment setting teams or our appointment setting to third party companies that are will be your dialer. We'll make $500 for you in a month. We'll set 10 appointments for you in a month, we'll set three guaranteed appointments. You're probably going to get people who are being straight up pitched a first time appointment. They've had no pre qualification done. They're getting on the phone call and they're wondering what are we doing here? Why are we even on this call? What are you selling? Oh, the person who booked the call for me told me that you were going to beat my current IT provider's price. And I don't know about you, but we don't want to sell a price because there's always going to be someone cheaper. Always. There's new, there's cheaper people coming to the market every single day. We don't want to sell on price. Okay? So I do not want to be share or in most cases, I do not want to be pitching first time appointments on my cold calls. I only want to be offering first time appointments to my warm calls to folks who have already called. I've already had them attend a webinar or a briefing or an event or they've already done something that pre qualified them. Then I follow up, then I push them through to the first time appointment. Okay? So for that actual cold leads list that I pull, I want to send them to a neutral landing place. So if your next question is what's a neutral landing place? Here's a couple of examples. You can do a webinar. This is a 45, 60 minute, maybe even 90 minute one too many. So that's exactly you're saying in a webinar right now, this is me. I'M one person, I'm presenting to many people and I'm educating this group of people on our processes and on the solution that we provide. So you can do the exact same thing. You can actually see an example of a one to many webinar right here. So this is one of our campaigns that we offer inside of our elite program. So this is called the why you need a cybersecurity risk assessment. This is a 45 to 60 minute webinar where you are walking your leads, your top of funnel leads through the process that you follow to offer your clients a csra, why you do it and why they actually need one. Okay, so you're helping to inform them and educate them so that they can go make a decision for themselves so that they're not getting on a sales call with you where you're going to go sell them a $2,000 CSRA and they're like what? I thought it was free. What I thought you were going to be cheaper than who I'm currently using. No, they're getting onto that sales call with you or with your team and they're an informed buyer. That's so important. Another example of a neutral landing place would be a weekly cybersecurity briefing. So this is one of our most successful campaigns. This is where we're seeing upwards between 15 to 20% conversion rates or 2015 to 20% yes rates from their cold leads list. So calling your cold leads, let's say you have a hundred conversations. We're seeing anywhere between 15 and 20 yeses from that so highly successful campaign on that you can actually see here's a template or the first part, the first page from our template for that briefing here. You could also send them to a checklist, you could send them to a best best selling book chapter, you could send them to a lunch and learn any type of neutral landing place. That's not you asking for a sale. I'm not going to just call someone and immediately ask them for a sale because again we're selling six multi six or seven figure contracts. You're not going to get that from one phone call. You're going to burn through that leads list and then you're going to wonder, well, do I need to fire my dialer? Are they not doing a good job? Does the script suck? Should I change industries? What's the issue? Okay, and it's probably because you're just making the wrong pitch and you have the wrong message. So we just need to tighten that up. All right, so let's see David says, when I pitched a webinar before, people have asked, what do you get out of it? You're not giving your time away for no reason. So you say, absolutely. We want to make sure that we are educating the community and, and then those that are a good fit, we're absolutely going to talk to you about what it's like to work with us to help you protect your organization and your revenue. If it's a good fit, we'll talk about next steps. Okay, so David, if you think about it, in the very beginning of this webinar, what did I say before we ever even got into the teaching content? I said, at the end of the webinar, I'm going to be talking about an opportunity to work with our team. We'll see if it's a good fit and see if we can support you in growing your msv. Right. So I'm being very upfront. Hey, we're going to educate you, you're going to get all this free training and if it's a good fit, we're going to see if, if we could support you. And you're going to do that exact same thing in your webinar, in your briefing, in your calls, etc. Okay, so, yes, very great question. All right, so you can see here, here's our briefing. You can see a webinar example here. Here's another webinar that our clients use. This is what your auto dealership needs to know about the FTC safeguards. You could also plug in what your CPA firm needs to know that FTC safeguards. So this is all very valuable information that your leads can come to these neutral landing places where they're there to be informed and educated. Then on these webinars, then you're sending them through to the first time appointment. Okay. Then you're sending them through to go book a call with your team. Okay? Now once you get them on the phone, they say yes to the webinar. You say, hey, I would like to make sure that your company's protected. We're going to be talking about the new FTC safeguards, whatever your pitch is. And I've got some talk tracks we're going to cover here in a few minutes, then we go for the next yes. All right, so this is kind of like a pro tip here. It is easier to get another yes after you've already gotten the first yes. So here's what I mean. Whenever someone is on the phone with you and they say, yeah, sure, go ahead and send me the sign up. For the briefing. Yeah, I think that we need to hear about this. All right, awesome. I'm going to go ahead and send you over the invitation. What's the best email? Okay, great. Is there anyone else in your organization that needs to be in this briefing with us? Okay, cool. I'll go ahead and get them added. Now go ahead and open up your email for me. Do you see that email right there that says it's from Lindsay ABCTech.com Yep. Okay, go ahead and click that. Click RSVP. Yep, just RSVP yes on there. That's going to make sure that you keep a calendar hold for this event. All right, awesome. I can see that you RSVP it now. I also have our chief, our chief security officer's calendar pulled up over here. He actually has a 15 minute slot open tomorrow at 1 o'. Clock. If you'd like, I can go ahead and fast track this for you and Bill, whoever the other person was that needed on the call, I can go ahead and fast track you and Bill to hop on a quick 15 minute call with him. Our CSO can go over exactly what you and Bill are currently doing for cyber security and we can just send you in the right direction, give you a game plan going forward. How does one o' clock tomorrow work? Okay, awesome. We'll go ahead and get you both plugged in for one o' clock tomorrow. So I went from not only getting them the yes for the cyber security briefing or the webinar or whatever my ask was to. So then, oh, by the way, I have a one o' clock here tomorrow for our first time appointment, a 15 minute with our chief security officer. I can go ahead and get you plugged in right now. We'll give you a game plan going forward. All right, awesome. So I go ahead and get that second yes there. So humans have this really funny way of subconsciously validating a decision that they made by saying yes to another thing. So if you think about the like the checkout line, for example, I don't know about you guys, but I love Bath and Body Works candles. They have the best smelling candles in the entire world. I've tried every other candle out there. Nothing compares to a Bath and Body Works candle. They just had their semiannual sell where they sell them for 50% off. I go stock up, I've got like 15 candles. I buy. I do this twice a year and I'm checking out as I'm standing in the checkout line, I'm like, oh, well now I need some hand Sanitizer and oh yeah, let me grab some of these tiny little soap dispensers because those are great for teachers gifts. And I do this thing where we subconsciously go ahead and get the next thing because I've already said yes to the first thing. All right, think about it. Whenever you buy a new car, you go buy the new car, you sit down, you go to sign off on your paperwork and they're like, oh, well, don't you want to protect your wheels and tires? Because you know you're buying this X amount dollar car and you want to make sure that when you hit the curb it's protected. Like oh yeah, that's a great idea. Let me get that tire protection plan. Boom. Say yes to that. Okay. So it's so much easier to get the spec it. Yes. After you've already got the first yes. All right, now you can make common sense applies here. You can make the decision, if you had to pull teeth to get them through to that first. Yes. Then maybe you shift the way that you go for the next yes. Right. Maybe you just want to get them in and then you're going to go see, send them into some nurture materials, you send them over a copy of your best selling book, you get them into a replay that you've done before of a previous webinar. Right. But we want to plug in credibility there for maybe the person that's a little bit more skeptical before we go for that next. Yes. All right, but if we are making, if we're making these calls, get the most bang for your buck. You get the first yes, then you go for the second yes. And you're going to see how this plays out in our script here in a minute. Now, whenever you make your calls, pro tip, book them directly on the calendar. Book them directly into the calendar, into the webinar, added to the funnel, etc, do not send them sign up links. Hear what I mean? Here's what I mean. You make a call, you say, hey, do you want to attend our webinar? We're going to be covering xyz. And they're like, oh yeah, sure, go ahead and send me over the sign up link. I'll take a look. Okay, no worries. I'll send that right over. Bye. Well, what have I just done? I have just given them something else to do. Another piece of red tape that they've got to get through before I get them to where I want them to go. So what I want to do instead is I want to say, hey, here's what I want to do. I'm going to go ahead and personally plug you into the webinar. Now, if you're not able to make this live, don't worry, we will definitely be sending out replays. I'll even personally follow up with you after the webinar just to make sure you got what you needed and to see what questions you have for me. And so what's the best email? I'll go ahead and plug you into the webinar. Okay, great. I got you right here. You should now see an invitation show up on your calendar and you could RSVP yes to that calendar hold. So there's nothing that's going to be sent to their email that they now have to go register for instead. I've pulled up the signup page, I've pulled up the registration page, and I'm plugging them in on my end of the phone. I'm not sending them something else for them to have to do. Okay. If you're already making dials and you're sending links to emails, try this one trick and I promise you you're gonna see a higher sign up rate and a higher yes rate. Okay. Just from you making this one shift. Oh, no, my video seems to be frozen. Okay, one second. Can you hear. Let me know if you can hear me, Abe. Going. I'm not sure what happened to my video. Let's see. I am on WI Fi, so I sure I'm not plugged in. Yeah, you can hear me. Let's see here. I can hear you. I think it's a. Okay. Can you see me, Calvin? I can't see me in the preview. Can hear you, but you can't see me. Oh, okay. Well, we're gonna keep going because I don't want us to get distracted here. Yeah, I'm on Ethernet, so I'm not sure what's going on. So let's just keep rocking and rolling. Maybe, Maybe. Okay, so we want to make sure that we're not just sending sign up links because email is where deals go to die, Right? So we want to make sure that we are plugging them in and just making it as easy as possible. All right? As easy as possible for people to make the next step and do the thing that we need them to do, which is to. To say yes to the webinar, get it on their calendar, block it in. So you'll see here as I'm making these calls, I. I'm making sure that they rsvp. I'm making sure that it shows up on their calendar, I'm making sure that they know where to go to hit the link. Okay. I'm making sure that they know I'm going to follow up with them. I'm setting all these expectations because people actually like to be told what to do. They like to be, they like to know that they don't have to make as many decisions. They get to kind of release the control a little bit. You're going to take care of them. You've got it on their calendar, you. We made sure that they don't got to go check their email later, click on a link, go sign up, enter in their email, do all these things, find out if their tech works, can they find a link to join on the day of? No. You've made it very, very easy for them. So we do not want to just blankly send sign up links again. We want to set the expectation that hey, I'm going to go ahead and personally send you over the details to join. Let me go ahead and get you plugged in. What's the best email? Boom. You get them plugged in right there. Okay. All right, now, next thing we want to do is when I do make the call, at the end of it. Now if you're using any type of dialer or power dialer or CRM, it's going to have the option for you to mark at the end of your call if it was answered or not answered if you left a message, if you did not leave a message, it's going to have these really quick buttons that you can hit to make sure that you can track your calls. All right, so remember, on this workflow back here, let me go hop back really quick. On this workflow right here, you can see where it mapped out. Was there an answer, a voicemail, Was the call completed? Did they register? Did they not register? So at the end of my dials, at the end of the day I'm going to be able to take track, well, how many conversations that I have, how many accepted the registration and how many accepted the first time appointment and what follow up notes do I need to make on that contact? Okay, so you just want to make sure that you're taking track and that you're taking notes on all your contacts as you go. I like to say no note didn't happen. If I don't leave a note on a contact, then the call did not happen. And that is just best practice for any member of your sales team. Top, middle, bottom of funnel, doesn't matter because I want, let's say for example, you're the dialer. I want to be able to hand this call off. Let's say I booked this call, I book in John for a first time appointment. I want to be able to hand this call off to my salesperson or my MSP owner that's actually taking that first time appointment. And I want them to be able to pick up that call and know exactly what. What we talked about, what John and I talked about on that book, on that call, where we booked the call. Right. I want them to know that John doesn't work on Tuesdays and that John was really excited to join the briefing. He couldn't make it at that time, though, so I went ahead and fast tracked him to an fta. Those are good notes to leave. So then when my MSB owner or my sales team gets on the call with him, gets him that first time appointment, they say, hey, John, Yeah. Lindsay told me that you are not able to make the briefing. No worries. I know that you've already received the replay to that. Yeah. What questions do you have for me? What were your. What was, what were some of your takeaways from that briefing? And then John can open up and John can say, yeah, well, thanks for sending me over the replay. I actually didn't get a chance to watch it, but I've been hearing about breaches or I've been hearing about the cyber security stuff with within law firms and I, I'm wondering if this is something that I need to, you know, be concerned about. Okay, John, well, let me ask you a couple of questions and then you can start going into your first time appointment questions. But what those notes do is it creates just this preparedness. It creates this preparedness, this preparation for your sales team, so that everyone is seamless, everyone's on the same page. And John feels like he's so taken care of and he has trust in this company. Okay, think about that. Let's see who sells Wise Track. We do. We sell Livestrek, Dre and I'll give you a link here in a few minutes. Let's see. And Drug says when you hold a demo with a potential customer and they tell you they're exploring other options before making a decision, and we'll reach out once they do. How do you determine the right time to call them without feeling like you're rushing them? Number one, I always set the expect. I always set the next touch point so there's never any like weird air time where I'm wondering, is it too soon or too late to call Them. So every phone conversation I ever get off of, I'm setting the expectation of what comes next. So let's say for example, you have a first time appointment with a client or with a potential client and they say, well, you know, d, I actually have these, I have, you know, two other MSPs that we're, you know, kind of in conversation with and I, and I just want to do my due diligence and you know, get some quotes and stuff. You say, well, here's the thing, we know the importance of making an informed decision. So here's what I'm going to do. We actually have some more, some more pre qualification questions that we need to go through before we can even determine if this is a good fit to work with each other. So I'm going to go ahead and book you in for a discovery with our team. Now what this does in this discovery, this is going to help us determine if you'd be a good fit to work with us. Now at the end of that call, if you decide that you still need to do some more due diligence, you still need to do some comparisons, etcetera, we can absolutely do that. But at that point you'll have some price points to go off of and we'll know if we're actually a good fit to work together. Okay, now let's say they get off of that call with you because we have a two call sales process. That's what we teach in our sales process. Let's say that you get off of that call and they say. All right, well Drew, this was very informative. Thanks. You know, I know that we need the CSRA. It's $2,000. I know that we need it. Thank you so much for your time. Now I've got two other MSPs that I'm in conversation with. Let me get with them and I'm going to circle back to you. Okay, awesome, John, So here's what we're going to do. I'm going to set up a follow up call with us and typically it takes other MSPs about, you know, five days or so, usually less for them to get you a quote. So how about we touch, we touch base next Thursday, one o'. Clock? Yeah, I got a one o' clock right here on my calendar. How's that work for you? All right, awesome. I'll just give you a quick call. I'll just call your cell phone. Just make sure this the right number. All right, awesome. I'll call you back next Thursday, one o'. Clock. We'll touch Base, then. All right, cool. See you then. So I'm always going to set the expectation of when our next touch point is. That way I'm not just following up with them incessantly and hoping that they answer right. We are professionals. We are all being paid for our expertise, and we want to make sure that we respect their time and they respect our time, and that starts with us setting that expectation. So that's a really, really great question. All right, so step number four, call with confidence. So now we're getting into some meat and potatoes over here. So when I make my calls, I want to make sure that I have the tonality. I have confidence in my tonality. So if you feel bored, irritated, mad, aggravated, salesy, nervous, guess what? That. That. That trickles into the conversation. That trickles onto the other end of that phone. So right now in this webinar, you can probably tell I'm very passionate about this. I'm very excited. I know what I'm talking about. I've talked about this stuff. I teach this every single day. I've seen the ins and outs of it. And you trust that, right? But if I were to get onto this webinar, and it's kind of like a call, because my video is not working right now, and you just hear my voice, and I'm just, you know, I'm like, all right, guys, so today I want to talk about cold calling and. Oh, man, what was I going to say next? Yeah, cold calling is important, and, you know, you want to make sure that you're doing it. All right, does anyone have any questions? Right, You. You can tell that was a little exact, exaggerated, but you can tell the difference in my tone from, from. From the point before, before that to just then, right? And whenever you get on the phone and you're irritated or you're bored or you're not enthused or you haven't gotten up from your desk in six hours and you've been sitting there stagnant. People can feel that. All right? It is a proven fact that, that when you make a call, the person on the other end of the phone will only meet you at about 60 to 70% of your energy level. All right? So if you go into a call and you're on a level four, guess what? They're going to meet you at about a level two, maybe a level three, if you're. If you're. If you're lucky, right? So I want to show up to my calls. Level nine. Level ten. I'm ready. I'm on It. I'm precise. I got a plan. I'm sealing the deal. I'm letting folks know that I know what I'm doing. I. They feel confident because I'm confident. I show up at a level 10, they're going to meet me at a level 7. Okay? You're never going to have someone more excited about your offer than you are. You're never going to have someone more sold on your solution than you are. You're never going to have someone more excited and stoked and ready for your briefing. You are ready for your webinar than you are. So you got to get sold on you first, all right? And that all comes through within your tonality. You can also tell whenever someone smiles versus whenever they don't. So whenever someone smiles in their calls versus when they don't, you can tell if someone's excited to be on the phone with you. You can absolutely tell that. So whenever you're making your calls, make sure that you're excited. Now, you don't have to fake it, right? We don't have to be fake and peppy and terpy if that's not naturally your personality. But we do want to be friendly, right? You do want to be someone that someone wants to talk to, okay? So smile, show up, be positive, Have a positive attitude. If you don't, what's the point, right? What's the point of doing this if we're not positive about it? We want to make sure that whenever we're making our calls that we're creating a dialogue. I love this meme here. These cats are so funny. They. They're having a dialogue, though, right? You got both the cats talking back and forth. I do not want to be the only person on that call that's talking. I. I want to open up and allow time for the other person to talk. All right? And you're going to see how this works in our talk track. So what I'm going to do is I'm going to walk you through a talk track here, and I'm going to. I'm going to slow down as we go through this, but I'm going to walk you through why I do this the way that I do. Why the talk track is laid out this way. We're going to talk about some theory behind it, and then I'm going to give you another. An alternative you can also use. But. But the reason why I show you the why is so that you can go make your own, right? You can use our templates, you can use our scripts. Absolutely. But then no matter what you're selling, no matter what your offer is, no matter what your briefing or your webinar or the neutral landing places, you have the theory, you have the principles behind it to go create your own talk track. Okay, so a couple of intros. Couple of intros. When I make my call, this is going to help me get some opening dialogue. This is not just me going straight in to my pitch, but this is actually making time to get some dialogue. Hey, Susie, this is Lindsay over at ABC Tech. Is John around? I've got something I need to run by him really quick. All right, awesome. So Susie at that point is probably going to say, no, he's, he's on a meeting or no, he's not available, whatever, it doesn't matter. I've already gotten her, her to give me dialogue back. Then I can start going into my actual talk track. So I'm going to jump, I'm going to jump back here. We'll get, we'll get back to that. Now another one would be. Hey, hey, John, this is Lindsay from over ABC Tech. Listen, do you have 60 seconds to spare? I'll share why I'm calling. You'll smile at my persistence. Then we can end our call and you can get back to it. Do you have a yes? Right, so that's kind of funny. This is kind of quirky, right? I'm like, do you have 30 seconds and then you can get back to it? Is that a yes? And sometimes that just makes people smile. I would only do this one if you're like really confident. You're kind of on it. You need to try something different and, and you're willing to be told no. All right, so again, you're making cold calls. You're putting yourself in a position to be told no. That's just part of it. Now, third intro here could be, hey, Susie, I'm calling response to the XYZ Cyber breach, who handles your cyber security and compliance. Oh, well, it's actually Johnny over in it. I can transfer you. Okay, awesome. Yeah, go ahead and send me through to Johnny. And so then I'm going to go over to the IT department. Now the really cool part about that, the way that we work our campaigns is we don't always have to go straight to the decision maker. I can talk to gatekeeper. I can talk to IT department. I can talk to decision maker. Sure. I can talk to their current MSP if I want to because we do co manage deals, right? We can run the play and still work with their IT department. Right. So I don't always have to get straight to the decision maker and a lot of times I won't. And that's okay. I haven't planned for that. So that's how you're going to get higher conversion rates on these. All right, so we want to be brief in our pitch. I want to use the least amount of words as possible. I'm not selling them on my cybersecurity services or why they should even leave their current msp. I'm just trying to sell them on the very next yes. So whether that be yes, listen to me for 30 seconds. Yes, send me through to the decision maker, yes, attend my webinar, yes, check their email, whatever that very next yes is. That's what I'm trying to get them to. Okay, let's see. My camera's still not working. Okay, no audio. Thanks, guys. It's because I took myself off of the stage. All right, thank you. All right, let's back it up a notch. All right, so we want to make it as easy as possible to start a yes trade. Now what I want to do is I'm going to, I'm going to walk you through this and we're going to, this is kind of one, one way that we can take our talk track. I'm going to show you another way and I'm going to walk you through the why we host our talk or why we run our talk track this way. Thank you, James. It's because I took me off the stage because my video wasn't working and that also takes my mic off. So all good. All right, so ring, ring. This is Susie. Hey, Susie, this is Lindsay from over at ABC Tech. I'm calling because you're on the, on the high risk list for cyber breaches in the North Florida area. Are you the one that handles computer security in your company? Susie's the gatekeeper, so she probably does. She probably helps with the computer decisions, etc. Especially, especially if I'm targeting companies that don't already have internal it. So she may say, yeah, I do. We do have, you know, a guy that actually helps us with our computers. But, you know, I actually work with him, too. Okay, awesome. So we're hosting a cyber security briefing this Thursday at 4 o'. Clock. I don't see you on the list yet. So let me just confirm, you are not already registered for this briefing, right? She's going to say no. I don't think I am. I don't see it on my calendar. Can you tell me A little bit more about what this is about. Okay. So here's what I'm going to do. Susie, this briefing is super important. We're going to be talking about how you can limit your impact of being breached, especially after the XYZ breach with XYZ Law Firm. Now, I'm going to make sure that you're registered. So it's very important that you arrive on time. I'm going to send you a secure zoom link and, and there's going to be a recording available. I do recommend attending live because live is just always better. You can ask questions, make sure that you guys are on the right track, but there will be a recording available. What's the best email address to send this invitation over to? All right, awesome. Susie. Law firm dot com. Cool. I'm going to go ahead and send that over to you now. Can you go ahead and check your email for me? Okay. You should see in your email right there, there should be an invitation from Lindsay at ABC Tech. Huh? Yep. Click that. Now if you click that, it's going to say to rsvp. Yep. Hit yes. Okay, awesome. So you've got the invitation. Now I'm looking at our calendar. I actually see that I have an opening tomorrow at 1:00. And you can actually see here if you're following along with me. I'm not following this exact and that's okay. But I'm following the general flow here. So I'll say, Susie, I actually have an opening tomorrow, one o' clock for a cyber security briefing briefing with our security team. I can go ahead and plug you and your IT guy in. We can make sure that you guys are covered as this is a high risk area for law firms. We've go ahead and plug you in. It's 15 minutes and they'll make sure that you're moving in the right track or in the right direction. How does that work for you? One o' clock tomorrow. Okay, awesome. Let me go ahead and get you scheduled now before the day is filled up. Okay. Go ahead and check your email. Yep. You should have calendar hold in there. Go ahead. RSVP yes. Yep. You should see the link in there. Now, tomorrow I like to log in about five minutes before the meeting just in case you have any tech issues. So you just hit that teams link or that zoom link right there and it's going to log you into our meeting. All right, awesome. So we look forward to talking with you again. My name is Lindsey and I'm actually going to be calling you the morning of the briefing tomorrow and I'm also going to be calling you before the appointment just to make sure you're able to join and that all of your tech and all of your links are working. You're also going to get a couple of emails beforehand from us. So as you see our emails come through, just make sure that you add us to your safe senders list. And yeah, just reach out to me if you have any other questions. Again, my name is Lindsay and you can reach me back personally on this number. All right, awesome. So at the end of that call, you can see here, I'm going to log in my CRM notes that we covered earlier. Answered, didn't answer, voicemail, etc. Accepted, invitation accepted, first time appointment, and then any follow up notes. Okay, so that's a very high level example of how I'm going to move them through that talk track. Now another example, talk track, this is one of my favorites because it's so simple. But what I would say is, hey, Susie, this is Lindsay from over at ABC Tech. I'm calling in response to the. Actually, you know what, there was a cyber brief kind of off the track versus off the top track for a second. There was. If you're in Florida, is anyone in Florida, Google? The Florida Department of Revenue had a cybersecurity breach that was, it was actually found in an audit that they did. So this is something that I could add into my cybersecurity briefing and I can be calling a response to that. So let's use that for our talk job. So. Hi, Susie, this is Lindsey. I'm calling a response to the Florida Department of Revenue cyber breach. I want to make sure we're touching base with CPAs in the area. Do you know if you guys were impacted by this breach? Now, Susie? Most likely, 98% of the time she's going to say, I don't know if we were. Susie says, I don't, I don't know if we were impacted by that. I've not heard anything about it. Okay, awesome. Yeah, that's, that's not surprising. So, Susie, next Thursday, our chief security officer Jim is actually hosting a briefing where he's going to be covering the Florida Department of Revenue breach. He's going to be sharing what you need to know, how you may have been impacted and, and next steps to limit the blast radius. Now, is it going to be you, Susie, or someone else in the company that's going to be the best person to plug into this briefing? All right, awesome. Yes. Let's go ahead and get you plugged in, and then I follow that same exact flow from over here. I get her plugged in, I make sure she gets the email, I make sure.