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Master Cold Calling by Leading With Authority, Value, and Relentless Follow-Up
Sabri Suby's cold-calling strategy emphasizes the importance of confidence, control, and persistence, positioning yourself as the expert, navigating gatekeepers with precision, and always aiming to deliver value upfront through a second scheduled call, rather than forcing a rushed sale.
1. How to Get Past the Gatekeeper
Case 1: If You Know the Name of the Decision-Maker
Use only their first name.
"Hi Rebecca, it's Mark. Can you put me through to John?"
Sounds personal, not like a salesperson.
Be casual, confident, and brief.
Never say "Mr. Smith" or "May I please speak to…"
This sounds scripted and salesy.
Ask questions to stay in control.
"Is he in right now?"
Answer their question and then ask yours right away.
Listen and use their name.
They often say, "Hi, this is Emily at XYZ." Use it immediately:
"Hey Emily, thanks. Can you put me through to John?"
Say less, move fast.
The more you talk, the more they screen. Keep it vague, confident, and forward-moving.
Have an email sent ahead of time.
In case the gatekeeper says, "He doesn't know you," respond:
"Tell him it's about the email I sent last Tuesday."
This gives them a specific reason for your call.
Case 2: If You Don't Know the Name of the Decision-Maker
Be specific, but don't sound like a marketer.
Never say, "I'm calling about your advertising."
They get 20+ of those calls a day.
Use terms like:
"I'm calling about your Google Ads account."
"Your web hosting program."
"Your email marketing platform."
These sound more specific than a generic sales pitch.
Follow with:
"I need to speak to the owner or the person in charge of that."
Keep it direct, vague, and confident.
If they ask what it's regarding:
"It's best I speak to him directly. I don't mind holding."
Keep control, offer minimal information, and don't pitch yet.
2. How to Open Your Cold-Call Pitch (With the Decision-Maker)
Step 1: Respect Their Time
You've interrupted their day. Don't dive into a pitch immediately.
Start with:
"Hey [Name], do you have a minute right now?"
If yes: Continue.
If no: Ask:
"When would be a good time I can get about 18 minutes of your full attention? I promise it'll be worth it."
Step 2: Ask a Strategic, Open Question
"How are you currently using your Google Ads account to bring in new clients?"
Adapt to your service:
"How are you currently using [X] to achieve [desired result]?"
Why this works:
Gets them talking.
Reveals how receptive they are.
Begins identifying pain points.
Step 3: Acknowledge and Transition
After they answer:
"Okay, awesome."
"Would you be open to learning some ways to [achieve result] and solve [pain point] — without [frustration]?"
For example:
"…without spending more on ads."
"…without hiring extra help."
Step 4: If They Say They're Busy After a Few Minutes
"No problem — I can call you back in 30 minutes if that's better?"
Never pitch without their full attention. It won't stick.
Step 5: Pitch the Second Call (Not the Service!)
If they're receptive:
"Sounds like you're a perfect fit for us."
Offer something valuable:
"I'd love to do a free audit / roadmap / checklist and walk you through it later this week."
Don't ask:
"When are you available?"
That forces them to do work and check their calendar.
Instead, give easy options:
"Would this week or next week work better for you?"
"Tuesday or Thursday?"
"Afternoon? 2 or 4 p.m.?"
This keeps the momentum high and the call stress-free for them.
3. How to Book the Second Call (Without Being Pushy)
Goal: Secure a second, strategic meeting — even when they say "we're fine" or "we don't need anything."
Common Objection
"We're fine."
"We already have someone."
"We're covered."
Response
"Totally understand. In our experience, there are only 6 key mistakes that prevent businesses from getting major benefits like [benefit 1] or [benefit 2]."
"I'd love to offer you a complimentary audit to uncover your biggest pain point and help you achieve [their desired outcome]."
Frame It as a No-Obligation Meeting
"This is a no-obligation strategic meeting that'll help you better understand your business and how to improve your current results. Would that be helpful?"
If They're Receptive and Ask What You Do
Keep your explanation under 60 seconds:
"We do [SEO / Facebook Ads / Email Marketing] to generate leads. But first, we need to conduct the audit to understand your exact situation, who your ideal audience is, and how to reach them for the lowest cost online."
It's not about pitching right now.
"Everything we do will be tailored after we learn more about your business."
Objection: "We Already Work With XYZ Agency."
Reframe:
"That's great — it shows you understand the value of hiring a pro."
"This audit is just a second set of eyes to see what's working and what could be optimized to hit your goals faster."
If They Ask for Pricing
"It depends on the level of support and what we're doing for you. We create custom plans for every client, specific to their goals and business needs."
Objection: "What's the Catch?"
Be radically transparent:
"There's no catch — this is how we get clients. We deliver value upfront. If you find it helpful, you might choose to work with us. If not, that's completely fine. You walk away with a free audit and real insights — no pressure."
If They Try to End the Call Politely
"I totally get it — I'd still recommend we schedule this free audit. It's no obligation, and from talking to thousands of businesses, most aren't fully using [Google Ads / service]. This alone could benefit you."
Presumptive Close (Another Option)
"Awesome, it sounds like this would be a great fit. Would Monday or Tuesday work best for you?"
Then:
"Morning or afternoon?"
Then:
"2 or 4 p.m.?"
Always give options to avoid putting the burden on them.
Lock In the Appointment
Before ending the call, confirm it:
"Great, I've got you down for Tuesday at 10 a.m., [Name]. Is there any reason you wouldn't be able to make that call?"
If they mention a conflict, reschedule immediately.
If confirmed:
"Perfect, I'll send over a calendar invite. I look forward to speaking with you — I'm confident this will be a valuable use of your time."
Bonus: Voicemail Strategy
Leave a voicemail only if you know their name and company.
Use it as a pitch tool:
"Hey John, it's Sabri from King Kong. I noticed a few concerning issues with your website's Google Ads setup and wanted to bring them to your attention."
"You can reach me at 123-456-7890. Again, that's 123-456-7890. Call me back when you can."
Repeat your number twice to avoid forcing them to replay the message.
Never leave a voicemail if you don't know their name.
They won't respond, and you'll lose credibility.
4. Selling Like a Doctor
Goal: Diagnose before you prescribe. Your product is the treatment, not the opening move.
Shift the Mindset
Don't rush to pitch.
Approach the conversation like a doctor would a patient — fact-finding first, solution second.
Step 1: Do a Diagnosis (Needs Analysis)
Ask open-ended questions to understand their situation:
"Where are you currently with this problem?"
"What have you tried so far to solve it?"
"What's working, and what's not?"
"What's the biggest challenge you're facing with [X]?"
Keep digging — don't settle after the first answer. You're looking for real pain points.
Step 2: Identify the Pain
Get them to describe their frustration in their own words.
This not only builds trust but also gives you the exact language to use when presenting your offer later.
Step 3: DO NOT Pitch Yet
Resist the urge to talk about your product or service.
Don't interrupt with benefits or features.
This is your fact-gathering phase — you're evaluating if they're even a good fit.
Step 4: If They're a Fit, Prescribe the Solution
Once you're confident:
"Based on what you've shared, it sounds like you're a great fit for what we do."
Then, and only then:
"Here's how we can help…"
Explain your offer as the exact solution to the problems they've just told you about.
Frame it like a tailored treatment plan, not a one-size-fits-all pitch.
Why This Works
People trust experts who listen and diagnose, not salespeople who push.
You build real credibility by focusing on their problem, not your product.
It makes your solution feel like the obvious and natural next step.
The Business Lesson
Cold calling isn't about pushing someone into buying immediately.
It's about leading with authority, asking the right questions, identifying real problems, and offering value before making a sales pitch.
Diagnose first. Deliver value. Then sell the solution.
Watch the Full Video
Learn more about getting past gatekeepers, handling objections, booking appointments, and selling like an expert in Sabri Suby's cold-calling tutorial.
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