Hey Niepodam,

Last week, a sales rep messaged me: “Your script helped me book 4 meetings in 2 days. I’d been stuck for weeks.”

They didn’t change their voice. Or their offer. Just the structure.

And here’s the truth: If you don’t have a strong structure, your cold calls will fall flat—no matter how good your product is.

But the structure is only the starting point.

What really sets top reps apart is how they:

✅ Control tone and pace
✅ Follow the right sequence
✅ Connect cold calls to other channels

Let’s break down the call:

1. The Intro

I always recommend a permission-based opener (PBO).
It lowers defenses and sets a respectful tone.

“Hey [name], it’s [your name] from [company]. Do you have 30 seconds so I can tell you why I’m calling?”

Simple goal: Start a conversation, not a pitch.

2. Identify Challenges

Most reps jump straight into features.

Big mistake. People don’t buy features, they buy solutions to painful problems.

Think of your product like a bandage: It’s worthless until there’s a wound.

So start with a discovery-style question based on real challenges.

“I’ve been speaking with [titles], and I often hear two key issues: One is [problem + negative result]. The other is [problem + negative result]. Does that sound familiar, or am I off?”

This gets the prospect talking about their world, not yours.

3. Tailor Your Pitch

Now that you know their pain, show how you solve it, with specifics.

No vague terms like “streamline” or “optimize.” Instead, share real results and stories.

“Based on what you shared, sounds like [repeat their problem]. We helped [customer name] fix that by [solution]. After that, they [real outcome]. Curious, would that be worth exploring?”

4. Close

Don’t oversell. Your only job here is to sell the meeting.

“I know I called out of the blue, would you be open to a quick 15-min call to explore if this could help you too? Would [time/day] or [time/day] work better?”

5. Lock In Next Steps

End with clarity. Always confirm the meeting on the call.

“Perfect, I’ll send a calendar invite now, just want to confirm, is [email] the best email? Great, mind accepting it so it’s locked in?”

This reduces no-shows and avoids the spam folder trap.

The Bottom Line

Cold calling isn’t easy. But structure makes it repeatable.

Change your approach every time, and you’ll never improve.
Stick with a structure, review your calls, and iterate.

Here’s your path to becoming a cold call pro:

• Make lots of dials
• Listen to your calls
• Improve one piece at a time

THEN start testing new ideas

More → Better → New

Don’t just talk on the phone. Build a system that gets you meetings.

The Modern Seller Program will help you master your cold calling skills if you take action and take this seriously. 30 days and you'll be making more money in commissions than ever, for less than a cost of a dinner for 2.

Alan "Modern Seller" Ruchtein.

Don't trust me, trust +577 sellers that took action:

Check out The Only Sales Course you'll ever need.

Over 11 Modules with 100s of frameworks, tactics, strategy, examples, templates, videos and processes to help you source more leads, book more meetings, and close more deals than ever before (While earning more commission).

These are the exact system I've used over the last +11 years to become a top seller at hyper growth companies!

Don't trust me, trust their results: