In this video, we provide a cold call example for cybersecurity. Even though the call is extremely short, there are still two very productive things to discuss.


Product Cold Call Opener

The salesperson in this cold call example for cybersecurity uses a product cold call opener, which is opens a cold call by sharing details about the product being sold.

We are a cybersecurity company.
We are providing cybersecurity solutions to MSPs and SMBs.

This is actually the way that salespeople open cold calls, because most salespeople use a product-selling approach that leads with sharing details about the company and product. With that, it is only natural for these salespeople to open a cold call by saying:

This is the company I am with. This is what we sell.


Prospects Are Not In Buying Mode

While that sounds like a logical approach, it actually has a very low probability of successfully opening and establishing cold calls because prospects are likely not in buying mode for the product at the exact time they answer the phone. This means there is very likely to be a mismatch between what the salesperson wants to talk about and where the prospect is mentally at in that exact moment.


Triggers More Objections

When there is a mismatch, this increases the odds of triggering prospect objections and can increase the odds of facing objections like:

I am not interested.
We already use someone for that.
We do not have any budget.
We are not making any changes right now.


Value Prop Cold Call Opener

If you agree with that logic, we can replace the product cold call opener with a value prop cold call opener, which is an opener that shares the value and benefits our product or service has to offer. Here is what that could look like for this cold call example for cybersecurity:

The reason for the call is that we help businesses to:

  • Protect their systems, data, and infrastructure from cyber threats
  • Minimize legal penalties, fines, and financial losses from cyber attacks
  • Minimize downtime and business disruptions caused by cyber attacks
  • Meet regulatory and compliance requirements

This will not only decrease the mismatch and frequency of objections, but it can also fit better with a prospect who is not in buying mode.


Selling the Free Trial

The next area for improvement in this cold call example for cybersecurity is that the salesperson tries to close the prospect for the free trial and it is too early for that. Even though a free trial is free in terms of cost, it is still too early to try to sell that when you have only spoken to someone for a few seconds on a cold call.

The next step in the sales process is to talk more in a conversation, and that should be the focus and close for the cold call. It is during the conversation that the salesperson can learn more about the prospect and then sell the opportunity of a free trial as a next step.


We hope this cold call example for cybersecurity helps with your sales efforts!