I got a cold call completely by chance while recording content, and as someone who reviews hundreds of sales calls, this was like Christmas morning. The health coaching rep did a solid job overall—good tone, professional, not pushy—but missed some critical opportunities that would've moved the deal forward. In this episode, I break down the entire call and show you what happens when a prospect quantifies where they are (I said I'm an 8.5 out of 10), why phrases like "small needle movers" kill urgency, how speed to lead matters more than you think, and the mistake of pitching another call without giving a compelling reason to show up. This is raw, real-time call coaching you can apply immediately.

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Welcome to Repeatable Revenue, hosted by strategic growth advisor , Ray J. Green.

About Ray:

→ Former Managing Director of National Small & Midsize Business at the U.S.  Chamber of Commerce, where he doubled revenue per sale in fundraising, led the first increase in SMB membership, co-built a national Mid-Market sales channel, and more.

→ Former CEO operator for several investor groups where he led turnarounds of recently acquired small businesses.

→ Current founder of MSP Sales Partners, where we currently help IT companies scale sales: www.MSPSalesPartners.com

→ Current Sales & Sales Management Expert in Residence at the world’s largest IT business mastermind.

→ Current Managing Partner of Repeatable Revenue Ventures, where we scale B2B companies we have equity in: www.RayJGreen.com

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Ray Cold Call_REV2.txt

English (UK)

So Christmas came early for me and I got a cold call. By random chance with a fully set up YouTube. Now this sounds like completely unbelievable because I don't answer phone calls. My phone is always on like do not disturb the likelihood that it's not on Do Not Disturb and it rings and I answer the phone. While I have a fully set up YouTube, I'm telling you, it sounds like bullshit, but it was a honest to god cold call, very serendipitous moment.

And as somebody who reviews hundreds of cold calls, this was Christmas early for me. What I do here is I take the call. I didn't actually know what it was. It was a San Diego number clicked. It happened to be in front of the camera. We run the call and then at the end of this call, I break down the improvements.

And by the way, it wasn't a bad call. Had a playbook, followed it engaged, sounded professional, decent tone out like everything. So like it wasn't a bad call and it was a terrific call to coach that I just so happened to catch on YouTube. I swear to God, if I didn't experience it myself, I wouldn't believe it.

So here it is. Let's dive in. When you bring up the managed services, then this video is for you. Like, what I'm going to do is.

When am I getting

anything through my. Hello? Hi, Ray. Yep.

Hey, man, it's Jason. Jason?

Yeah. From.

Okay.

Yeah. You filled out a form a little while ago. Just asking us for a bit more info on the program, so here I am. Okay. What program was that? I don't recall. Oh, no worries, no worries. It was for health coaching for executives. Okay. I don't yeah I don't recall doing that, but okay. What do you got? No words.

Yeah. Fair enough. Yeah. So do you. Well, yeah. You don't remember sitting at the phone? I was asking what was going through your mind when you filled it out, but, um. Are you working on anything with regards to your health and fitness right now? Uh, yeah. I'm. I'm a pretty healthy person in general. Like, I, I work out seven times a week, and, like, I take care of my health.

Yeah.

Do you know anything from results? Yeah. Like, I mean, it's been a ten year habit. So that's been I think I'm

thinking it's dialled in. Um, so. Yeah, I think I see results.

Okay. Okay, cool. Are you splitting your efforts between weightlifting and cardio? I do, I, uh, I walk. Um, typically I walk about ten kilometres a day, uh, in the morning as part of a daily habit. And then I do weights 2 or 3 times a week when I. When I can't do that, I, I'll do like a YouTube video or like a bodyweight video or something if I'm travelling.

Sure, sure. That's a good idea. Nice.

How do you feel about your nutrition stuff? You're not starving as well.

Uh, you know, I mean, it's it's not perfect, but it's it's decent. I mean, I, I track it all on, like, a, on an app, and

I do, um, like, it lets me take pictures and stuff, and I can, you know, like, kind of leave a voice note and tell it what I'm what I'm eating. I mean, it's not perfect. I mean, there's, there's obviously some, some areas to, to improve, but generally speaking it's, it's it's pretty good

if that sounds some decent what you can do with AI with regard to that stuff as well, now it makes it easier. Yeah,

yeah. Of course.

All right. So yeah, you got the training and then you got the instruction pretty much dialled in and you're seeing results. So

what do you think? Is there anywhere that you would say that stands out as kind of a bottleneck for you. Or do you reckon like you've got it all sorted out. Mhm. Um, it's a good question. I guess that's why I, I'm not sure. I mean it depends on what you're at said like, I don't, I don't know what I would have filled out.

There was probably some good hook that led me to, to be intrigued. But I mean, I'd say I'm, you know, eight and a half out of ten on on health and fitness and and stuff in general.

Okay, cool.

Yeah, that's pretty high up there. Um, do you have a question? Are you using any supplements right now? Like maybe whey protein or even something like creatine? You're out with me. Yeah, we actually, I do both. Uh, we do. So my my wife makes me a shake every day for lunch, and it's got some it's got some protein.

The days that I do, uh, weight training, I'll do an extra protein shake. We try to do a couple scoops of creatine in the and the shakes and stuff. Um, so that's, but I, I think those are the those are the only two that I do. I mean, we, I, I do, uh, testosterone, um, you know, for and I have for, for a couple of years and I was training for, for triathlons.

Um, but that's a, that's about it on the, uh, on the supplements. Yeah. Okay. Sure. You could probably consider adding a vitamin to your routine. Um, it'll slip in there pretty easy. Uh, chiefly helps with recovery, but they there also are immunity benefits, and that help will be helpful. Okay. And what was that?

It was Alberta mean.

Oh, you mean. Yes. It's an amino acid. Okay. Uh, no, I'm not. I'm not familiar with that.

Oh. No worries. Yeah. That's quite ubiquitous. You can find it basically anywhere. Anyway, they'll supplement. You'll find it there. Okay. Okay. I'll take a look for that. So, silver white powder. Um, not particularly tasty, if I do say so. Oh, yeah. None of these things are, like, everyday. Right? Right.

So maybe put it in. Put it in a fruit shake or something. Yeah. Yeah, that definitely will help. Um, also helpful to get it. I mean, free check would probably be great just for taste and stuff, but in terms of absorption can be helpful to do it in warm water so it doesn't hit the gut. Um, insoluble, which can is sometimes the second criticism that we're creating.

Okay. Yeah, I'll definitely check that out. Thank you. Nice. Oh, yeah. That was welcome. All right. Um, yeah, as far as I can see, that sounds like you've got everything sorted out. I would say maybe if we were to look at your routine. So what we do is everything is customised. So we have a look at the schedule.

Uh, plug and play a fitness program that includes nutrition training and recovery stuff. Uh, just like, right into your schedule so it'll fit with whatever you've got going on. And, you know, we also do testosterone stuff if people need it. We've got two doctors on staff, so we'll have a look at the hormone to see what is going on with the bloodwork.

And just basically incorporate that onto your routine. Uh, which we deliver via an app. So it's all in one place.

It sounds like you are doing most of that the stuff already, to be honest.

Yeah we do. I, um. Because we live in, in Mexico, so I, my doctor's in Texas, so I actually fly into Texas every 60, 90 days and do the testosterone and the blood work. Um, and then the, uh, the other stuff, we just we just get down here. So, uh. Yeah, I mean, it sounds like for the most part, it sounds like the.

Yeah. I'm not, like, based on what you offer, I'm not sure that there's, there's a ton of of opportunity, but, um. Yeah.

In your case, it might just be like, um, small needle movers that, you know, we could look at optimise. It's like tweak the most out of the efficiency that you're getting because like, you're probably indeed already operating at like 80 to 85%. But if there could be small room for improvement, that it could just be the final thing that tips the scale and brings you up to 100.

Sort of thing.

Okay.

What we could do if you do want some information, just like more information on the program and just for us to map out, like how we could help you and see if that's going to be a good fit is just what we do is a free strategy call. So that's normally about 20, 30 minutes. Uh, we'll do a bit of a deeper dive just to kind of demo the program for you so you can see what's going on visually.

And, you know, maybe there will be somewhere we can plug in. At the least, we'll be able to give you some information that you might not have or present something to you that, you know, could move the needle on something that you're working on. And, you know, you could just take that away, plug it into your routine.

Okay. Is there something you can send me on that?

Yeah. So I could send you some fairly general information, but honestly, man, like the stuff I can send you, you're already doing so. The only way I can see for us to, you know, and actually give you some information that could be helpful is to do a video call. There's just like more time. We can go more in-depth in detail.

Yeah. The tough part is I'm the my schedule right now between travel and and meetings and everything is is like really really. And I hear you

do you guys like um maybe anytime on a Saturday? We also do some stuff on Saturdays for people who have like, crazy schedules, like everyone who work is super busy. So yeah, I get it. Yeah. I imagine if you're working with executives, like Saturday is usually our beach day. Um, so we like family day, so we so we head out.

Um,

is there like, do you have, um, I mean, I know even if it's generally you have something you can send me to kind of introduce because I again, I don't I'm not sure what the, what the ad was or really what it is that you do.

Oh. No worries. Well, I kind of just. I kind of did go into some detail with you on the call. Uh, I have it now, but that's basically what the program does. But I can indeed send you some information. Um, you're also welcome to check out, um, the LinkedIn page. So you would have clicked on an ad featuring our CEO that Zach.

And yeah, that's probably what draw your attention to in the first place. And check out his page on include the link there and the email that I'll send. Let's see what other people are saying about the program. And we've had, um, guys like you come in who are already operating at a higher level of efficiency.

And what we just focussed on doing there is optimising and, you know, pushing it towards, you know, the 100% looking at longevity aspects of the, of the program also.

Uh, let me just confirm that I've got a good email for you. You gave us Ray J. Green and.

Okay. Yeah, that's. That'd be right. That's my personal. Awesome. Okay, great. All right. So I'll just walk you through something there and just have a look, and then I'll follow you up with you in about a week or so. Uh, see if you got the email, see if you read through it, and maybe we can kick in some time there, and your schedule might be a little bit less crazy.

Okay, okay. Yeah. Sounds good. I'll take a look. Um. I'm intrigued. And then we'll, uh, we can follow up here in a couple of weeks. Awesome. All right. Sounds good. Ray. All right. Thanks so much. Have a good one. Bye bye. Overall, this was a really good call in terms of tonality, in terms of, uh, composure and not being overly pushy, but at the same time not being like.

Oh, okay. Like, hey, let me let me call you back. Let me just like, let me rush to send you some information. How he presented himself. How like, um, I guess status would be the thing. Like, it was never. Like it was never a. Hey, Ray. Like. Oh, yeah. Like, we wasn't talking up to me, right? He wasn't talking down to me.

Pace of the call kind of matched what I was doing. Managed to try to draw out some some pain points. Here's a few things that I would that I would recommend on this call. First of all, I said I'm an eight and a half out of ten, and if I can ever get anyone to quantify where they are on something, oh my gosh, it's like a it's like it's like on a, on a silver platter.

Right. Because eight and a half out of ten creates a huge opportunity to have a discussion. Right. Because the natural question that I would have asked in that case is 8.5%. First of all, that's phenomenal, right? Like, great. I mean, most of the people I talk to running at six, seven, eight and a half out of ten is really rare.

If I could ask you what would make it a ten out of a ten? Keep in mind, if I'm rating myself an eight and a half out of ten, it means I know that there's one and a half to go. I probably either consciously or unconsciously. I know what those things are. Right. So yeah. Pretty good. Um, but clearly I don't eat perfect, right?

Is there an opportunity to improve there? You suggested a supplement that I. That I didn't know about, that I hadn't heard of, that I'm not using. Are there other supplements that could, like, drastically improve my performance? Cognitive or physical? Are there other areas where your expertise, your your experience, your knowledge could like maybe, maybe?

I think I'm an eight and a half out of ten, but I'm actually an eight and a half out of 12 because I don't even know what a ten is. I created a perfect opportunity for us to have a further conversation about what that was, and for me, for him to draw out of me what those issues were. The thing is, when you get a call like this, when you get a program like this or a pitch like this, this was a little fuzzy to me because on the one hand, you're making a call to schedule a call.

I would look at that from a sales process standpoint. I'd and say, hey, are we creating a lot of friction here? We're doing an ad to a call to another call right now. What's interesting is I didn't know what this number was, but I did get a DM from the person that he mentioned on here recently who said, hey, you clicked on something with an ad or something.

And frankly, I really, actually don't remember clicking on the ad and whatever the ad had to say, it had to be something about optimising from 8 or 9 to a ten because I wouldn't click on like, hey, stop eating fast food burgers, right? So whatever the hook was, it was something that intrigued me, I presume, or was completely made up, but I presume I clicked on it.

Give him the benefit of the doubt and I got a DM. But when I looked at the DM, they he said, hey, you mentioned or you clicked on this and it was six weeks ago, right? So it was it was the beginning of September. I want to say it's now. It's now, you know, October. It was the beginning of September and he was reaching out and saying, hey, you know all about the ad.

Listen. Like speed to lead is massively important. Like, if I clicked on an ad and this is a perfect case scenario because this is as honest as it gets. I don't remember what the ad was, but it was something like if I clicked on it and I don't click on mini ads, if I clicked on it, it means something drew my attention.

So whatever they were running in that ad was the thing that they needed to talk to me about on this call. They didn't know it. I didn't know it. That is a huge gap. Huge gap. Right? So speed to lead is another issue. But then you get to scheduling the process questionable. But I don't know I need I would I would need to understand more like how much volume you're driving.

Because maybe you need to create that amount of friction like that. But you get to that point of the call. And frankly, as a prospect, as a potential customer, I'm a little confused. I've got you on the phone and you can answer questions. You're telling me that what you're going to send me is really about the program and what it does, and how it helps me is really just what we've covered.

But you're asking me to schedule another call. Here's what we need to do. We need to create a compelling reason for me to want to get to that call. What am I going to get from going to that call? It's a strategy call. I know what a strategy call is. It's a it's a it's a further discovery. This is a qualifying call.

It's a further discovery. And you're going to ask me a bunch of questions and try to close me. Got it. And I know more about the sales process I get it, I didn't get that I was going to get any additional value or information or a roadmap or a strategic plan or additional, you know, supplement recommendations or anything else that could go along with that.

And if I was him on this call, what I might be suggesting is, tell you what, I wish I could give you everything about the program, but I don't know as much as our specialist, frankly. And if you're at an eight and a half out of ten and there may be some other supplements that you're not using beyond the one that I recommended.

Here's what I recommend. Why don't you do a 30 minute call if there's no cost to you? You hop on with one of our specialists. Worst case scenario, you get a suggestion for some additional supplements. You get a clean roadmap, and you get an idea of. Are you an eight and a half out of ten? Eight and a half out of 12.

Maybe a little bit of clarity. If you don't do anything with the program, no harm, no foul. But I'm sure you're going to walk away with some some additional clarity and some tips on how to close that gap from where you're at because you're doing great work. Best case scenario, we find out, hey, we know exactly what to do to get you from an eight and a half to a ten or real ten, and you have a real clear understanding of what that actually means and what the benefits are, because eight and a half to 10th May not seem like a lot.

Some small needle movers, but like, frankly, eight and a half ten is a massive milestone. That's the way that I'm pitching that now, by the way. That's one phrase that I didn't like in this was some small needle movers. That's not enough. Like small needle movers. That's not going to get me to do anything.

I don't have time. I don't have, like, I'm already investing a ton of time. I'm already investing. Like, you know, if all you have are small needle movers, like, let's move on, let's do something else. I can get small needle movers all over the place. Don't use that phrase. But that's what I would do. I would pitch more value, like give me a compelling reason to show up to that call.

And then I'd. Yeah, you know, like, I'm not I'm not going to spend any money. I clicked on an ad for something and had he had that information, I think it would have been really relevant. So, um, really serendipitous that this happened, that notifications never come through on my phone. I never answered the phone.

And I just so happened for all this to happen. Honest to God, while I have the the camera ready to go. So that's as live and raw as it gets for call coaching, I guess.