MRL #006- How To Cold Call Like A Pro Using The Juan Million Method

In this issue I’m going to teach you the Juan Million Method.

It’s a super simple framework for cold calling that converts ice cold leads into warm prospects eager to meet with you.

Despite what other Producers in your office may tell you—cold calling isn’t dead.

It’s actually the fastest, most effective way to book prospect meetings.

You just need to learn what you’re doing.

You Know Why Most Producers Poo-Poo Cold Calling?

Two reasons:

1. Because they suck at it.

2. They’re too chicken shit to face a little rejection.

But, you’re not gonna cop out, are you?

No. I didn’t think so.

You’re subscribed to this newsletter which means you think differently.

So, let’s get you armed and ready to start crushing your calls and booking more meetings.

Stop Selling, Start Sorting

Before you make a single call you need to clearly define your objective.

You’re not trying to sell anything.

Your objective is to sort.

You’re sorting through your list separating those who need help from those who don’t.

That’s it.

This eliminates all the salesy bullshit you’ve been taught. You don’t need to “persuade” anyone or “feel, felt, found” or any of that nonsense.

If you wanna do all that, be my guest.

I’d prefer to just move on to the next guy or gal on my list rather than try and convince Karen to take a meeting with me when she’s clearly fat and happy.

Sort, don’t sell.

Detach From The Outcome

Next, take two deep breaths.

You never want to be rushed.

Rushing, and fumbling your words sets off sirens in your prospect’s head.

It’s known as “commission breath”.

It’s an instant turn off.

You’re scared and/or desperate and they know it.

This is all a byproduct of fear.

What if they hang up on me?

When am I ever gonna book a meeting?

What if I miss my sales target again this month?

Fuck all that.

That’s for the birds.

Instead, detach from the outcome.

Fuck your fear, stay in the moment.

Simply make your dials, and trust the process.

Numbers don’t lie.

After you’ve made enough calls you’ll begin to see the numbers play out and it will become easier and easier to detach.

Poke The Bear

You know your objective.

You’ve taken two deep breaths and detached from the outcome.

Now, let’s make a call together:

I’m calling XYZ Plumbing. I know Kyle’s the owner so I assume he handles the insurance.

Surely, I don’t have to tell you we only talk with decision makers.

If I have to tell you that, please unsubscribe now.

You’re past the point of saving.

Ok, now back to our call.

Ring… ring… ring.

Kyle: XYZ Plumbing…

Me (calm and direct): Kyle, Max Revenue with The Awesome Group. Do you handle the insurance program for XYZ?

Kyle: Yes, why?

Me: Quick question, do you ever do any due diligence around your insurance program?

This last question is called “poking the bear”. I’ve asked a question that stops my prospect and makes him think.

Due diligence? What’s that?

It’s a pattern interrupt.

It opens a loop they subconsciously need to close in their mind.

This delays their rejection and elicits a response from them.

Deliver Your Value Prop

Now I pause and wait for Kyle to answer.

Notice I didn’t…

• Try to sell anything

• Ask for a meeting

• Talk about how great my firm is

That’s salesy.

Prospects hate salesy.

Onward…

99.99% of the time Kyle will respond in one of two ways.

Either…

“What do you mean by due diligence?”

Or…

“We already have an agent”

Of course, they have an agent! This isn’t a real objection. Just ignore it, and continue on.

Me: Yeah, most people are satisfied with their current agent, but sometimes wonder if they’re missing something or leaving money on the table... I provide those answers WITHOUT disrupting the current agent relationship.

[Pause again]

I know my response seems crazy simple, and borderline stupid.

But, its crafted that way for a reason.

Notice we didn’t actually pitch them anything!

We simply poked the bear, and then responded with our value proposition.

If Kyle’s got pain, he WILL continue the conversation—either by asking me questions or by giving me a real objection.

He now knows there’s a possible solution to his pain (my due diligence process) and it won’t rock the boat with his current agent (likely his biggest fear).

And we did all that without pitching it directly to him.

If Kyle kills the convo—good. On to the next.

If he continues the convo—even better.

Now we’re getting somewhere. Now we can begin to peel back the onion and get to the root of his pain.

How do we do that?

That’s exactly what we’ll talk about next week:

How To Respond To Objections the Juan Million Way

Ok. That’s enough for now.

Sorry I’m cutting this off here. I promised 5 minutes or less, and times up.

Tune in next week for Part 2.

Kick ass take names,

Maximus F. Revenue IV