“[Rejection] affects me in the moment because I'm competitive. And I have feelings just like everybody else has feelings. But I also look at it from this perspective a lot...they're not going to remember you five seconds after you call them. So why give them five minutes?"
~ Chris Jolly
Hello! I’m Sean Lyden, the host of the Systematic Selling Podcast, where we share strategies, trends, and best practices to help you scale your sales and build a business you love.
If you’re not already a FREE member of the Systematic Selling Newsletter, consider joining to receive each episode and article in your inbox👇
Today, Chris Jolly—a.k.a #TheFreightCoach—joins us on the pod.
He is the founder of a start-up and the builder of a burgeoning freight media empire. He’s also the host of Coffee w/ #TheFreightCoach Podcast.
But he talks about more than just freight. He breaks down sales, marketing, and entrepreneurship strategies—all of which apply to you and me on this podcast.
So, get ready for this wide-ranging business-building conversation on Episode 17…of the Systematic Selling Podcast!
📝 Sean’s Notes: 6 Takeaways on Cold-Call Success
When it comes to cold calling, Chris advocates taking a low-pressure, consultative approach.
What does that look like?
✅ Make a memorable impression
✅ Gather information
✅ Schedule a follow-up
❌ Don’t be overly aggressive with the sales pitch right away.
Here are my six takeaways from our conversation:
1. Reframe your objective.
Frame the conversation as simply wanting the prospect to remember you, rather than an overt sales pitch.
"I don't go into any cold call or cold outreach with ‘What can I gain from this?’ I want it to be: I just want them to remember me. I want them to remember me because every day, it doesn't matter whether it's in freight or any industry, people get inundated with sales, emails, calls. I just want them to remember my name when they need me."
2. Sell the “next step,” not your product.
Ask for a little information from them and try to set a follow-up time, instead of pushing for the sale right away.
"So it's like my big value proposition right away is, ‘Hey, this is what we specialize in.’ If I'm local or if I'm in their area, I'll always ask, ‘Can I stop by and introduce myself in person?’ But for the most part, [my mentality is], ‘Hey, I'm just trying to extract a little bit of information from you. And find when is the best time so that I can follow up.’"
3. Stop pitching, start listening.
Take detailed notes from each call to reference on follow-ups, which shows you were listening.
“I take detailed notes. ‘I called you on April 23rd. You told me to call me back at this time. I'm calling you back at this time’...But if you don't take that effort and take detailed notes of your call, when you call back, you're going to sound just like another voice."
4. Push through rejection.
Maintain the perspective that rejection is just part of the process and not something to take personally.
“[Rejection] affects me in the moment because I'm competitive. And I have feelings just like everybody else has feelings. But I also look at it from this perspective a lot...they're not going to remember you five seconds after you call them. So why give them five minutes?"
5. Keep your head in the game.
Focus on the potential "yes" behind the next prospect, rather than dwelling on the "no's.”
"You're focusing on the fact that there could be a yes behind the next one. And that's really where you need to shift your perspective to."
6. Track your numbers.
Set incremental prospecting activity goals and stick to them daily/weekly, rather than getting discouraged.
"If you're making five cold calls a day...make sure you hit your numbers every single day. And then after two weeks, increase it to seven. And then after those two weeks, increase it to 10."
Additional Resource:
Check out our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success, here.
Until next time!
Gratefully,
Sean
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