I read Smart Calling so you don’t have to

Written By Stephanie Butcher

I'm currently diving into Smart Calling by Art Sobczak, a must-read for anyone looking to master the art of cold calling. This book is packed with actionable insights that can transform your approach to phone sales, turning what many dread into an opportunity for genuine connection and success. If you're tired of hearing "no" or struggling to make meaningful connections over the phone, you'll want to stick around—I'll be sharing the best tips and strategies that can revolutionize your cold calling game.

Offering Value

In the first two chapters of Smart Calling by Art Sobczak, the importance of telephone prospecting is emphasized as both essential and profitable for business. Sobczak urges readers to eliminate the term "cold calling" from their vocabulary, replacing it with "smart calling," a more strategic and informed approach. This method involves gathering detailed information about potential clients, their businesses, and the industries they operate in before initiating contact with decision-makers. Armed with this knowledge, the salesperson can then engage in a conversational and consultative manner, focusing on helping prospects make decisions that add real value to their operations.

Sobczak emphasizes that prospects are more likely to respond positively when they see the results they can achieve rather than just hearing about the products or services being offered. Instead of saying that you are “taking their time” and “telling them about the products,” the goal should be to offer genuine value and showing them results. He warns against the overused "save you time and money" statements, suggesting instead to be ultra-specific on the results the client should expect. An example provided in the book illustrates this approach: rather than starting with a generic sales pitch, the salesperson opens with a personalized introduction, referencing a specific event in the prospect's life and then connecting it to how they can help the prospect address a current challenge in their business. This technique positions the salesperson as a helpful consultant rather than just another vendor.

Art Sobczak emphasizes that successful sales hinge on understanding that "It's all about them"—your prospects, their needs, and their motivations. The key is recognizing that people love to buy but hate to be sold to, and they make purchasing decisions based on their own reasons, not yours. To connect with potential buyers effectively, you must understand what drives them—what challenges they face, how they are measured in their jobs, and how your products or services can help them achieve their goals. It's crucial to articulate the value you bring from their perspective. For example, if you offer customer service solutions, it's not enough to say you provide "great service"; instead, emphasize that your clients value having someone who picks up the phone on the first ring, ensuring they never miss an opportunity.

When crafting value propositions, consider the buyer's daily world. What do they want to achieve, and more importantly, what do they want to avoid? The value lies in the outcome, not just the product or service itself. Buyers are drawn to a vision of the end result where they see themselves benefiting. Your role is to paint that picture clearly, showing them how your solution leads to their success. Sobczak recommends using value proposition statements that leverage clients’ desires to make things easier, reduce costs, and maximize profit. 

Art Sobczak underscores the importance of differentiation by encouraging salespeople to clearly articulate what sets them apart from competitors. He advises focusing on unique value propositions, such as how you've helped similar companies achieve specific, tangible results that no one else can offer, ensuring prospects see the distinct advantages of choosing you.

Gathering Information and Using “Gatekeepers”

In Chapter 3 of Smart Calling, Art Sobczak delves into the crucial practice of intelligence gathering to make sales calls more effective. He introduces tools like InsideView and SalesFuel, which can help sales professionals gather key information about prospects and their situations, enabling them to tailor their approach. Sobczak outlines a "Smart Calling Exercise," where readers are encouraged to list the factual and situational information they should know before contacting a prospect. He also highlights various resources for gathering this information, such as company websites, press releases, mission statements, job postings, Google News alerts, and LinkedIn. By investing time in understanding prospects' unique contexts, salespeople can ensure their calls are highly relevant and personalized, significantly increasing their chances of success.

Chapter 4 of Smart Calling by Art Sobczak emphasizes the vital role gatekeepers and screeners play in the sales process, treating them as crucial decision-makers rather than obstacles. Sobczak advises identifying yourself and your company upfront to build trust and transparency. He suggests asking for help politely, as most people are naturally inclined to assist, and using justification statements to gather valuable information. For example, by explaining that you want to ensure you're speaking with the right person or need accurate details before contacting a higher-up, you can unlock useful insights. Sobczak also encourages asking questions to obtain factual information that can guide your approach. He dismisses the notion of "bad" times to call, emphasizing that there's always an opportunity to connect.

When dealing with gatekeepers, Sobczak provides strategies to handle common objections, such as when asked if it's a sales call. He recommends framing the call as an exploration to see if there's a fit, rather than outright selling. Additionally, he suggests listening for the names of other key players during conversations and respecting the gatekeeper’s role by sometimes sending materials directly to them, using personalized touches like handwritten notes. This approach not only fosters a positive relationship with the gatekeeper but also increases the likelihood of a successful connection with the decision-maker.

Opening a Call and Grabbing Attention 

In Smart Calling, Art Sobczak emphasizes the importance of the opening of a sales call, explaining that it serves two key objectives: to put the prospect in a positive and receptive mindset and to smoothly transition into the questioning phase of the call. To intrigue a customer right from the start, Sobczak outlines a structured approach known as the "Smart Call Interest-Creating Opening Statement Process." This process begins with introducing yourself and your organization, which is straightforward but essential for establishing transparency.

Next, Sobczak advises leveraging the intelligence you've gathered about the prospect to demonstrate that you are not just another generic cold caller. By referencing something specific to their business or situation, you immediately show that you’ve done your homework. Following this, he suggests hinting at your Possible Value Proposition (PVP), tailored to the prospect’s world, to further engage them.

Finally, Sobczak recommends building on your PVP by suggesting additional value that could be uncovered through a brief conversation. This step is crucial as it naturally leads into asking questions that are specifically tailored to the prospect’s needs and situation, encouraging them to open up and participate in the dialogue. This approach not only piques the prospect’s interest but also sets the stage for a productive conversation focused on their unique needs and potential benefits.

Redirecting Resistance and Useful Phrases

In Smart Calling, Art Sobczak addresses common rejections or shut-down statements from prospects, offering techniques to handle these situations effectively. He introduces the RRR method, which stands for Resistant Reflex Responses, a common reaction where prospects dismiss a sales call with phrases like "I'm not interested" or "We're all set." To counter these responses, Sobczak suggests using a "pattern interrupt"—a technique that disrupts the prospect’s automatic rejection response by asking a non-threatening, relevant question that refocuses the conversation. For example, if a prospect says, "I'm not interested," a sales rep might respond with, "I see. Where are you now getting your compressors?" This unexpected question can catch the prospect off guard and open the door to further dialogue.

Sobczak also advises using softening statements and playing slightly "dumb" to disarm prospects. For instance, when faced with "I'm not interested," you might respond with, "Does that mean never or just not now?" This gentle probing can lead to more productive conversations. Similarly, when a prospect asks, "Why should I consider you?" a good response might be, "There might be a few reasons. I’ll need to find out more about your situation before I’m sure."

For cost-related objections, Sobczak recommends steering away from direct answers and instead framing the response to gather more information about the prospect’s needs. For example, instead of giving a fixed price, you could say, "It depends on several variables. Let me ask you a few questions so I can quote you the best price for your situation." This not only buys you time but also shifts the focus back to understanding the prospect's specific circumstances.

Additionally, Sobczak suggests rephrasing common sales questions to avoid easy dismissals. Instead of asking, "Do you ever have a need for temporary help?" which can easily be shut down, you might ask, "How often do you find your department with more work than you have time to complete, and trouble staring at you if you don’t meet the deadline?" This approach encourages prospects to think about their challenges, making them more likely to engage in a meaningful conversation.

The "Loaded Benefit Question" is a powerful technique in Smart Calling where the salesperson poses a question that subtly highlights a benefit of their product or service by referencing a problem they’ve solved for others. The question is designed to make the prospect reflect on their own experience with the issue. For example, a salesperson might say, "Most of our customers found that they were having issues getting their deliveries within five days with the other service. What is your experience?" This approach not only introduces a potential benefit but also invites the prospect to engage in a discussion about a common challenge, making it easier to transition into how your solution could address their needs.

Art Sobczak emphasizes the importance of prompts like "Tell me more," "Please go on," "Elaborate on that for me, please," "I’d like to know more about that," and "Please continue" during sales conversations. These prompts are crucial because they encourage the prospect to share more detailed information, giving the salesperson valuable insights into their needs, challenges, and preferences. By inviting the prospect to elaborate, the salesperson can uncover deeper motivations and tailor their pitch more effectively.

Similarly, a simple "Oh?" can be a powerful tool in a conversation. This brief, open-ended response signals curiosity and prompts the prospect to provide more information or clarify their previous statement. It's non-confrontational and encourages the prospect to continue speaking, which can lead to valuable insights and keep the conversation flowing smoothly.

Art Sobczak underscores the importance of asking decision-maker questions to understand the decision-making process within an organization. Questions such as "Who aside from yourself would be involved in this discussion?" and "Who will you consult with as you plan this project?" help identify all key stakeholders and influencers. Similarly, asking "Who else should we include in our next meeting?" and "What route will this decision have to take in the organization to finally get approved?" provides clarity on the internal approval process. Understanding "What is the process on your end for moving this forward?" and "What needs to happen on your end to get this done?" ensures that the salesperson is aware of all necessary steps and requirements, enabling them to navigate the decision-making landscape effectively and increase their chances of success.

Art Sobczak addresses the challenge of dealing with "fuzzy phrases"—vague or non-committal responses from prospects that can obscure their true intentions. Sobczak provides strategies for clarifying these phrases to gain a clearer understanding of the prospect's position and next steps.

For instance, if a prospect says, "Let’s stay in touch," Sobczak suggests responding with, "Great idea. So you eventually plan to move forward with this? When?" This direct follow-up helps pin down the prospect's commitment and timeline. Similarly, if the prospect says, "We’ll give it some consideration," a good response would be, "Great! Which aspects will you weigh most heavily?" This question seeks to understand the factors influencing their decision.

When faced with "I’ll look it over and we’ll go from there," Sobczak recommends asking, "On what criteria will you base your decision?" This helps identify the key decision-making factors. Finally, if a prospect mentions, "I’ll bounce the idea around," responding with, "Good. Does that mean you personally are sold on it?" aims to clarify their personal commitment and level of interest. These responses help to cut through ambiguity and ensure that the salesperson can effectively address any potential objections or concerns.

Closing the Sale or Securing Commitment

Towards the end of the book, Art Sobczak writes about how he employs several techniques to secure commitment from prospects and drive the sales process forward. One effective method is using "why not" questions to challenge potential objections directly and encourage the prospect to consider the benefits of moving forward. For example, asking, "What would be the drawbacks if you purchased today?" prompts the prospect to identify and address any concerns that might be hindering their decision.

Sobczak also recommends using the term "own" instead of "buy" to shift the focus from the transactional aspect to the benefits and value of the product or service. This subtle change in language helps prospects visualize themselves benefiting from the solution.

Additionally, Sobczak advocates for framing questions in a way that seeks commitment rather than permission. Instead of asking, "May I send you some information?" which puts the prospect in a position to grant permission, he suggests asking, "If I send you some information, will you look it over and we can talk again in a few weeks?" This approach directly asks the prospect to commit to the next step in the process, making it easier to progress towards closing the sale.

Art Sobczak highlights the importance of setting clear expectations during sales calls to ensure both parties are aligned on next steps. He advises confirming details explicitly, such as saying, “Okay, please write me down for 11:15, your time, and I’ll call you. Does that work?” By emphasizing “your time” and “I’ll call you,” you clarify responsibilities and make it clear who is taking action. Finish by stating, “I’ve got you on my calendar, and unless I hear from you otherwise, I’ll call you next Friday at 11:15. And if you have the sample and your notes ready then, we can go over them.” This reinforces your commitment and sets a definitive plan.

Sobczak also introduces "last resort questions" for situations where the prospect is non-committal or hesitant. For example, asking, “Could you ever see situations changing where this would even be a possibility for you?” opens the door for further discussion. If the prospect responds positively, you can probe deeper with questions like, “What would those situations be?” This technique helps uncover potential opportunities and keeps the conversation moving forward.

Going Big

Art Sobczak emphasizes the principle that "asking for more gets you more," leveraging psychological tactics to enhance the likelihood of achieving desired outcomes. This technique involves presenting a higher-priced option or request first, which makes your actual offer, which is lower in comparison, appear more reasonable and attractive. This price contrast tactic exploits the psychological principle of relativity—people often judge the value of an offer based on what they perceive as a higher reference point.

The challenge of asking for 30% more than you actually want lies in overcoming the discomfort of making a higher initial request. This strategy can feel risky because it requires a willingness to ask for more than what you ultimately expect to receive. However, by starting with a larger ask, the actual amount you’re aiming for seems more palatable and acceptable to the prospect, increasing the chances of securing a favorable outcome. This approach helps in anchoring the prospect's perception of value and makes the final offer appear more appealing in contrast to the higher initial ask.

Being Confident Over the Phone and Improving Your Delivery 

In the "Putting It All Together" chapter of Smart Calling, Art Sobczak emphasizes integrating various techniques to enhance sales effectiveness. He advises adopting a conversational approach by pretending you're discussing a subject you're passionate about with a good friend. This strategy helps you avoid sounding like a stereotypical salesperson, which can be more engaging and persuasive.

Sobczak also recommends standing while making calls, as it can boost your energy and confidence, leading to a more dynamic and effective conversation. Additionally, recording your calls is suggested as a way to provide yourself with valuable feedback. By listening to these recordings, you can identify areas for improvement, refine your techniques, and ultimately increase your sales success.

Boosting Momentum and Morale

In the final chapter of Smart Calling, Art Sobczak underscores the critical role of motivation in achieving sales success. He highlights that staying motivated is essential for maintaining enthusiasm and persistence in the face of challenges. Sobczak suggests focusing on actionable strategies to sustain motivation, such as analyzing the top 10 to 20 percent of your company's most successful customers. By examining their defining characteristics—such as size, industry, and needs—you can identify and target similar prospects. This approach not only helps in finding high-potential leads but also reinforces your motivation by aligning your efforts with successful examples, keeping you driven and focused on achieving your sales goals. He does not want you to shy away from rejection or big clients. 

Finally, Art Sobczak encourages reframing rejection and not letting the negative energy of others affect your motivation. He advises viewing rejection not as a personal failure but as a natural part of the sales process. By shifting your perspective, you can maintain a positive attitude and resilience. Sobczak emphasizes that rejection is an opportunity for learning and improvement rather than a setback. Staying focused on your goals and not internalizing the negativity of others will help you remain motivated and effective in your sales efforts.

In reviewing Art Sobczak’s Smart Calling, it's clear that this book is a goldmine for anyone looking to excel in the world of cold calling. For those eager to apply these insights and more to their own marketing strategies, subscribing to my website’s email list is a great way to stay informed. My newsletter will keep you updated with the latest tips and trends in digital and creative marketing, ensuring you have the tools you need to succeed. Don’t miss out—join the community today and elevate your marketing game! The sign-up is in the website’s footer.

Stephanie Butcher
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