Eric Deeran compares cold calling to running ads that make prospects book calls instead. When people reach out first, you convert more of them into clients because they already want what you're selling.
And it doesn't need to sound scripted, but you need to take them through a specific framework to get them to understand their problems and how you can solve those problems and get them to whatever level they want to get to using the content that you're going to create for them. Now, after this call, you're going to have a percentage of people who become a client. But as you can see, because the ad reached out to them, they reached out to you, they booked a call on your calendar, as opposed to you reaching out to them and getting them to book a call on your calendar and looking needy and desperate, we are then taking that, flipping the intent on its head or flipping that. And then they're booking a call with you, they're hopping on zoom. And then a percentage of these people will turn into clients. And this is why we use an inbound system as opposed to using an outbound system, where for this, you're going to have a much higher booking percentage of people who actually go through this and a much higher percentage of people who turn into clients because they reached out because it was their idea in the first place.
