4 Step Phone Marketing

If you need coaching you'll decide the focus and pace​ of the training because your STYLE of selling is the key to your success (you don't need to appeal to everyone, just to the people who like your style)

Persuading, tricks and pushy tactics don't work.
The best way to increase sales revenue is through the lifetime-value of a customer

achieved by helping people (with your industry knowledge) before and after the sale





































































Step 2.

Inbound Marketing



A Method to Reply to Inquiries

  • Research to understand. Research them online for 2- 10 minutes. Then talk about them / their Business / their problems. Enjoy yourself

  • Respond fast The first to respond usually gets the sale

  • Build trust. The 'tone' you set in the first 7 seconds is crucial. If you sound like you're working-through-a-list they won't be impressed. There MUST be some type of WARMTH in your voice. Do you understand your industry so you can give advice? Placing you as a helpful expert, to be remembered forever!

  • Be Curious Ask questions to uncover problems - When we were very young we used to ask a lot of questions. In response we got "stop asking so many questions!' So we became 'rugged individuals' that don't ask for help. This is a huge problem in so many ways. Too many of us think that asking questions is a sign of weakness. The opposite is true

  • Call, call and call again. You won't annoy because of your warm, conversational, helpful manner. Use a phone / email / social-media combo. REMEMBER, they contacted you first. Therefore they are interested. As a result, your follow-up timetable is ... Week 1=Call + Email + Call. Week 2=Call + Email. Week 3=no contact. Week 4=Call + Email. Week 5=no contact. Week 6=Call + Email. Then Call + Email quarterly

It's hard for customers to find you, through all 'the noise', and they will fear contacting you because they don't want to be ignored (no return contact) 

or rejected ("NO we don't sell that!")

SO if they do contact you it's IMPORTANT you work-it, for all it's worth

People don't have to buy from you to have a relationship. If you help someone, then ask for something in return. An email address? Ask if they have friends you can help? Ask for a review?

A relationship does not need a transaction

Step 3.

Referral Marketing

Leveraging Happy Customers


  • 'Thank You' Call - Care cuts-thru. Phoning customers x days after the sale?   A Courtesy Phone Call - To thank them and get feedback. Not to sell anything. You will be remembered forever - powerful stuff

  • Reward Loyal Customers. "Put your money where your mouth is". 'Coffee Cards' are a simple example (every 8th coffee free)

  • Feedback - makes you stronger. Don't ask for a review - It implies you only want praise. Ask for feedback - it's more neutral. If you get negative or vague feedback - it's just as important because you'll learn and improve. Dig deeper, ask questions, improve your process, apologise and make-it-up-to-them - then you'll have a customer for life. If you get positive feedback - ask for a review

  • Reviews - 1 specific thing. Ask if there is one-specific-thing they liked (specifics are believable, when Businesses BUY reviews they are usually general). 'Specifics' are your strengths, you may be surprised what they say. This feedback / suggestion could be a new business direction for you or a new additional service?Then email-reminder them, so they don't forget ... No reply? Ask in a few days then a few weeks, then drop it. Do not correct their grammar or spelling because authenticity rules. Video reviews are more powerful

  • Case Studies - Social Proof. Ask the customer if you can record their journey (words or video) for others to relate to. A powerful form of Social Proof. A Case Study is also free advertising for them, they'll be flattered and your relationship will be strengthened

  • Referrals - 3 way rewardedResearch shows MOST businesses don't ask for referrals AND that MOST happy customers are happy to give referrals. Are you asking happy customers for referrals? HOW you do this, depends on many factors, here's a summary. This is REALLY powerful stuff. Again it's how you ask. You will be surprised how easy it is. If the other person buys then reward both parties (movie pass, gift card, charity donation ..). Phone your delighted customers, thank them for being a top customer


Step 1.


Forget Value. It's everywhere. People can find 'value' in 5 minutes on the internet. Value is constantly changing and 'is in the eyes of the beholder'. People want to TRUST you first. Providing 'value' will come naturally. Use this 4 step method to build TRUST.

Forget Creativity. Small Businesses should Solve ProblemsBig Business has time and money to create luscious TV advertisements so they can attend Gala Events and give awards to each other. Creativity is great but let's stick to the fundamentals first.

  • Anticipate the problems your customers think they may have. Tell them these 'problems' up-front on your website. Then tell them why they won't have them because of your unique In-Built solutions

STAND OUT by knowing WHO you serve and HOW you serve

If you sell a product, provide a service that your competitors don't

Example - Pizza Shop

HOW they serve - "Delivered in 1 hour or it's free"

WHO they serve it to - Locals

If you sell a service, 'package' it like a product,

Example - This is how the Telco. OPTUS does it...

HOW they package it$XX for XXX Gigs of data

WHO they package it to - Gamers, Families, Sports Fans, Businesses ...

Example - A small Law Firm finds it hard to compete against the big-players so...

WHO it serves - the IT industry

HOW it serves - Events held monthly to build a reputation as an Industry Leader

Their website content has, tips, case studies and market trends for the IT Industry

And they open an office in a IT Startup co-working space.

STAND OUT by sharing your unique Point-of-View.

One-third will disagree, one-third won't care and one-third will become your fans.

That's better than 90% ignoring you and 10% being interested

Are you, easy-to-understand from your customers perspective?

  • Does your website answer - Who? What? Where? When? Why? How? and How Much? 

  • A DIY website costs $1 a day (like this website)

  • People do not trust the internet or websites. However, they want to trust you. So make it easy for them with; a photo/video of you, insightful content and be easy to contact.

  • Your ABOUT ME page is more popular than you think. Because before they trust your product or service, they need to trust you.

  • After reading your website they should be 80% ready to buy

Are you, easy-to-buy from your customers perspective?

Meaning a clear step-by-step process that reduces their anxiety

EXAMPLE - this website uses a the below step-process to greatly reduce your risk of buying my coaching services...

  1. Show me your Website / Plan / Resume

  2. We'll talk (no charge, no pressure and no strings attached). If you like what you hear ... 

  3. We have 1 session.

  4. If that's good, then monthly for as long as you need (no lock-ins)

EXAMPLE - Guarantees

We guarantee to respond to your Email in 2 hours and respond to Phone Calls immediately or it’s 20% off your Bill.”

If that’s your usual response-time, then why not Lock-It-In as a GUARANTEE and increase sales!​

What mix of Education / Entertainment / Inspiration - suits you and your market ? Stories are the oldest form of entertainment and marketing. What's your story? People want to know the real, authentic YOU, so they can trust you

Step 4.

Outbound Marketing

New Clients in 1 hour a week

Targeted, comfortable B2B cold-calling with helpful follow-up


"If they haven't heard of you they cannot buy from you."

The D.T.E.R.M.method

  • Deliver by Hand - Cut Thru. Optional

  • Telephone - 15 second calls

  • Emails - 15 second read

  • Repeat - because humans forget

  • Meet

Deliver /



Get Attention








Emails Written

 Create Trust


& Events

Be Remembered









  • Commit a minimum of 1 hour a week to this method and you will see results. (5 calls with 5 emails in 15 minutes) on Tues, Wed, Thurs and Friday = 1 hour weekly. Meaning 1000 new personal advertisements annually

  • B2B cold-calling is also possible for B2C Businesses (read on)

Step 4. continued

Outbound Marketing

the details

  1. As you continue to read, remember cold-calling is important because - If they haven't heard of you they cannot buy from you.

  2. If you are not committed to helping people this method will not work for you. 

  3. Talking WITH people is needed to successfully cold-call. Talking AT people will only get average results

First let's understand cold-calling

Effective B2B cold-calling is not - selling or being pushy, tricky or desperate

It's just telling other businesses you exist, helping and following-up

B2B cold-calling means a Business contacting another Business

B2C cold-calling means a Business contacting a Consumer (only do this if you have permission)

B2B cold-calling can be initiated 2 ways;

  1. by telephone (with an email)

  2. or a hand delivery that informs / entertains (hard-copy cuts through the noise). Deliver a letter or Presentation Folder. There's no need to engage because you will follow-up by phone. Why not dress-up with your team and have fun with it

B2B cold-calling is also possible for B2C businesses, here's 3 examples

  1. A Cake Shop phones local Businesses and speaks to the Social Club Organiser

  2. A Surf Shop phones local Businesses and speaks to HR to sell surfing lessons as Team Building

  3. A Fashion Shop invites local Businesses to monthly Fashion Shows

  4. A high-risk Investment Broker targets Extreme Sports Clubs 


Why should you B2B cold-call?

  1. If they haven't heard about you they cannot buy from you

  2. If you take the initiative, they know you're keen to do business!

  3. It's personal, not digital

  4. You'll stand-out because your competition won't do it

  5. It's free (and easy if you use my DTERM method )

  6. If they contact you first; you're on their 'research list' (with your competitors)

  7. If you can conquer cold-calling everything else is easy

Calls are Targeted

  • Local businesses should be high on your list - especially with covid

  • Demographics / Firmographics and Psychographics (Interests and lifestyle) are all a good place to start to find targets. However you probably know your market. What's better (see Step 1. above) is SOLVING PROBLEMS

"They won't remember what you said, they will remember how you made them feel."

Maya Angelou


Preparing to 'call'

  • Never call once (scammers and lazy salespeople call once). If you call once, your reputation could be tarnished. Calling again means you are creating trust.

  • Around half of all salespeople don't call a 2nd time. Not many call a 3rd time. It takes 6-20 'touches' (Phone, Email, Social ...) to SELL. Do you see where this is going? Be pleasantly persistent and you will excel

  • You are about to enter the realm of Serious Selling. These guidelines are not only for your success. They also protect you from giving out too much of your energy and time to 'non-connects'

Visit In-Person

  • Hand deliver a letter or Presentation Folder, that informs / entertains (hard-copy cuts through the noise).  There's no need to engage because you will follow-up by phone. Why not dress-up (with others) and have fun with it


  • A headset will 'free' you, to be physically expressive (more confident). Dance if you want.

  • Pen and Large Pad (typing will sound like you're disinterested)

  • Have your go-to icebreakers ready (rapport). Mine are coffee (now), surfing (this Sunday) and Movies

  • There must be warmth in your voice. People don't want to talk to robots

  • Understand some people will never buy. Embrace this fact. It will release you from the stress of expectation

  • Objections are good. Solve their problem and they'll be a customer-for-life. Acknowledge and record their objection for later. Never argue or disagree on a cold-call.

  • Don’t raise your voice - there’s no need and it may sound pushy

  • Don't sound Formal - this is Sales and Marketing NOT Mergers and Acquisitions

  • Don’t interrupt - the more they talk, the more you learn.

  • Don't winge, complain, tisk-tisk or make strange noises

  • Understand the there's a .00001% chance that if someone says NO, your head may explode. That was a joke - remember to NEVER lose your sense of humour. You are not about to call the flight-tower for permission to move onto the runway - this is sales and marketing - have fun!


The amount of time you research a prospect, before you call, depends on the size of your target market, how 'hot' you guess they are and how close to you. Take 30 seconds to 5 minutes on research. Here's the steps

  1. Website scan (what do you identify with?)

  2. Website Blog & Social Media scan (their vibe and their customers)

  3. Internet search with their name

  4. Internet search with their industry keywords for competitors

Phone Scripts

Which one of these statements from a Designer sounds better

Unscripted - "Yeah we can get together and talk about what you want, sketch it up and make something" or

Scripted - "We build with you, from concept to creation"


Phone Scripts allow you quickly and accurately, explain anything like an expert.

Customers like talking with experts. If the customer sees you as an expert they will allow you to ask them questions. Questioning to uncover problems is key. 

You won't sound like a robot if you make the words your own

  • Scripts allow you to focus on listening, not thinking about what to say next

  • Scripts allow new staff to become operational quickly

  • Scripts safeguard your Business. If your top salesperson leaves, you have a script

  • Scripts can be stuck on your wall, so you can quickly answer FAQs

  • Brainstorming is a great way to create scripts

  • Scripts should be constantly updated


When a prospect ‘rejects’ you on a sales call without listening to you they are protecting themselves. You are not being ‘rejected’.

And can you blame them, most salespeople are too PUSHY. So the prospect is 'playing the numbers' and saying NO immediately. Your job as a salesperson is to understand this dynamic and make a judgement call to disengage or continue.

Trust is built over time.

Most people are not comfortable talking to strangers.

It takes a couple of ‘contacts’ for them to be somewhat comfortable with you. Thinking from the customers Point of View will help you here.

Cold Call


The First Phone Call.

  • Understand 'rejection' is a myth. They're just 'protecting' themselves​

  • You're first call is almost irrelevant, get permission to email. You're just setting up the next call (one-off calls are for dodgy telemarketers)​

  • You probably won't need to have a conversation because of voicemail and prospects not wanting a conversation - making it even easier​

  • They didn't answer the phone - so what! - TV Ads and Billboards don't get 'answered' either. Leave a great short voicemail, no problem

  • It doesn't matter if they are 'not interested'

    • I'm not interested in groceries, but I buy them

    • if they are interested they won't tell you because you're a stranger

    • how could they be interested without the details (in an email)

    • 'Interest' changes over time

The First Phone Call. What NOT to say

The First Phone Call. What NOT to say


  • “How are you today?” Is inauthentic, you don’t care how they are. If you really want to say it, you must be specific (locate them in time and space) "How is your Tuesday morning in Smithville going?" AND you must be willing and able to have a authentic conversation about their response

  • “Is this a good time to talk?” On a cold-call, there’s never a ‘good time’ because you're a stranger.

  • “How have you been!?” Do not say this. It's a trick to pretend you are their long-lost-friend get their attention. Do not trick people

  • "I'm sorry to interrupt ..." You're not interrupting! It's a business call. If they don't want to do business they should live in a tent on a beach :-). If you are polite and to-the-point you have nothing to apologize for.

  • “What did you say your name was?” It seems like a fair question to ask if someone mumbles their name. But they may interpret it as “can’t you even say your own name!?” Write down what you think they said, and clarify later.

  • Do Not attempt to 'engage' unless you are familiar or they engage first. You are a stranger and will make them uncomfortable

  • Do Not 'Qualify' see Article on 'Home Page'

The Call goes to voicemail

Have a 15 second message ready. Hire a writer if you need to. Do not leave your number unless you have a really good reason to (it pressures the prospect). Do not ask them to do anything because you're a stranger

  • Mention yourself

  • Mention something about their e.g. website, to show you are familiar with them

  • offer specific, practical help

  • say you will email them now (say your email) at (say their email)

The First Call, what to say

  • Prioritise Local Businesses. Because the propensity to TRUST is greater. E.g. "James from xxxx in Smithville ...". "I'm calling other local Businesses to ...".

  • If you have the slightest doubt they can hear you, say "Hello can you hear me?" because it's difficult to recover from a bad start

  • Whatever happens, email and call-back another day

  • Say "George calling from Vandalay Industries, I'd like to introduce my Business to your Business. What's the best way to do that please Elaine?" Yes this is a soft approach. Hard approaches may work in the USA, not Australia

  • Vanessa will probably say email. In which case you need to say                           "Is info@xxxx.com.au OK because I have it here?" (verbal emails usually go wrong, but can be retrieved on the internet)

  • The purpose of the email is so they can review and understand you in their own time. You are a STRANGER to them do not try and control, negotiate or question

  • Ask for a relevant contact person. You probably won't get a name and that's OK DO NOT PUSH for a name

  • End with an UPBEAT 'advertisement', "Thanks Elaine you'll get an email from george@xxxx.com.au in a few minutes, have a great day"

How to reply when they say...


No can mean "I don't trust you, you're a stranger" which is fair enough. Or it can mean "I'm moving to Hawaii tomorrow." Ask why, with a genuine tone of soft curiosity.

"Sorry, what did you say?"

Do Not repeat anything word-for-word. Switch-it-up and make it even clearer. If they still don't GET IT there is a Communication problem. Discontinue politely by saying you will send an email. Then call again another day

Helpful lines for tricky First Calls

  • Be curious - "You're not interested in xxxx, I'm jealous, what's you're secret!"

  • TRUTH bombs. "It's OK if you need to hang-up on me" / "We have never spoken before"

Ending the call

  • Do not push hard for a 'next step' (name / phone call / meeting). It should come organically. If you ask prematurely it could be seen as PUSHY 

  • Do not hang-up first (your 'slow' could be their 'fast')

Follow-up is essential because trust is built over time

  • You will not annoy if you provide insights, tips, 'how to' articles, events, case studies or even something funny / entertaining

  • Most sales take 5 - 20 'touches' and half of all salespeople give up after one call

  • The number of calls will depend on conversations and the size of your target market. It will average 4-6 across weeks with helpful information.

Helpful lines for follow-up Calls

  • "How are we travelling together so far?"

  • "Are you leaning to A or B?"

  • "Why do you say that?"

Record everything

in software (CRM), a calendar or spreadsheet

Generally speaking, SEO might be worth it

and Social Media rarely is;

(unless you have genuine, valuable conversations).

The information on this page is more important than both.

James Haldane

Selling by Helping since 2001