Cold Calling Formulas that Turn Cold Calls to Gold Calls

Cold calling can be a tough gig. Prospects often have their defenses up, salespeople feel the pressure of delivering results, and the chance of rejection is high. However, with the right approach, cold calls can be highly effective in driving sales. One approach that stands out for both its simplicity and effectiveness is the TAP Formula, but there’s an extra layer to this approach that takes it to the next level—the TAP Trojan Horse.

The TAP Trojan Horse method is a subtle, rapport-building tactic that helps sales reps slip past the initial barriers prospects naturally put up when they hear a cold call. By establishing trust and softening the approach before diving into your sales message, you’re much more likely to keep them on the phone. Here's how to incorporate the Trojan Horse strategy into the TAP framework: Target, Align, and Pitch.

The TAP Trojan Horse method focuses on getting past a prospect’s initial resistance by first establishing rapport. It uses a subtle and non-intrusive approach to make prospects more receptive to hearing what you have to say before you even mention who you are or why you’re calling. Once you’ve successfully defused the resistance, you can proceed with the rest of the TAP formula: Aligning your solution to their needs and delivering a compelling pitch.

The Trojan Horse aspect consists of three important moves:

1. T - Trojan Horse: Establish rapport and soften the call before getting to the main pitch.
2. A - Apologetic: Use polite and apologetic language to lower defenses.
3. P - Permission-Based: Gain consent to share your message by asking for permission to take a brief amount of their time.

This creates a non-pushy, natural conversation that feels less like a hard sell and more like a quick, relevant chat.

The first part of the Trojan Horse is crucial—it’s all about establishing rapport before launching into the purpose of the call. This can take the form of a brief, polite introduction that subtly shows respect for the prospect’s time and attention.

• Start with Politeness:
  Instead of jumping straight into your name or why you're calling, start with something that immediately shows consideration for their time. For example:
  • “Hi, I know I’m catching you out of the blue, and I want to apologize for interrupting your day.”
• Acknowledge Their Likely Reaction:
  Most people are busy, so acknowledging that you’re aware they weren’t expecting your call makes you seem more human and empathetic. This helps to break the typical sales dynamic where prospects feel pressured.
• Set a Friendly Tone:
  Use a warm, friendly tone in your voice. People are more likely to respond positively when they feel you’re genuine and respectful.

Starting with this approach lowers the natural barriers prospects have to cold calls. Rather than sounding aggressive or overly sales-focused, you appear thoughtful and understanding. By establishing a quick rapport, the call becomes less about sales and more about human interaction.

The next step in the TAP Trojan Horse is the Apologetic approach. This isn’t about being overly submissive but showing humility by acknowledging that you’re interrupting their day.

• Be Brief but Sincere:
  A simple statement like, "I’m sorry for catching you in the middle of your day," can go a long way in making the prospect feel respected. It softens the tension and can prevent an immediate hang-up.
• Avoid Over-Apologizing:
  You don’t want to seem desperate or excessively apologetic. Just one clear, concise apology works to defuse the situation.

Apologizing disarms the prospect's natural defense mechanisms. When you show that you understand their situation (being busy), it makes you more relatable and respectful, which keeps them from immediately dismissing your call.

The last element of the Trojan Horse approach is Permission-Based. This step involves directly asking the prospect for a brief amount of their time. Asking for permission helps reduce resistance, and if they say "yes," they’re more likely to hear you out.

• Ask for 20 Seconds:
  “Can I have just 20 seconds of your time to tell you why I’m calling?” is a powerful statement. It’s a small ask, and most people are likely to agree to such a short time commitment. Once they do, they’ve mentally given you permission to proceed.
• Respect the Time Limit:
  If they agree, stick to your 20-second timeframe as much as possible. You can always extend the conversation later, but first, prove you’re a person of your word.
• Make the Prospect Feel in Control:
  By giving them the option to decline, you’re not forcing your way into their day. People appreciate being given control over their time.

Asking for permission not only lowers the resistance but also makes prospects feel they’re in control of the conversation. Once they’ve agreed to give you 20 seconds, they’re far more likely to stay on the phone for the duration of your pitch.

Now that you’ve successfully deployed the TAP Trojan Horse technique to ease the tension and win a few seconds of attention, you can proceed with the rest of the TAP formula:

At this point, you’ve warmed up the conversation and the prospect is listening. Now, you can begin to Target your message. This means knowing who you’re speaking to and why they’re the right fit for your product or service.

• Use Your Research:
  Say something that shows you’ve done your homework. For example, “I noticed that your company has been growing rapidly, which often comes with operational challenges. Does that sound right?”
• Stay Specific:
  Target the conversation toward their specific role or industry, ensuring that your message is relevant and engaging.

After targeting, it’s time to Align your offering with their potential needs. Here, you’ll want to explain how your solution can solve a specific problem or pain point they’re facing.

• Lead with a Problem You Can Solve:
  “A lot of companies in your space struggle with X. We specialize in solving that through Y.”
• Tailor Your Message:
  Align your solution with their business challenges, demonstrating that you understand their needs and have a direct solution.

Finally, it’s time to Pitch. By this point, you’ve already defused resistance and aligned your solution with their needs, so your pitch becomes a natural extension of the conversation.

• Deliver a Short, Benefits-Focused Pitch:
  Keep it to 20-30 seconds and focus on how your solution will improve their situation, rather than listing features.
• End with a Call-to-Action (CTA):
  Ask for the next step—whether that’s scheduling a demo, meeting, or sending further information. “Can we schedule a quick call next week to dive deeper?”

Cold calling doesn’t have to be intimidating or intrusive. With the TAP Trojan Horse strategy, you can ease your way into a conversation, lower your prospect’s defenses, and create a smoother path to presenting your offer. By starting with rapport, apologizing for the interruption, and asking for permission to proceed, you show respect for your prospect’s time and improve the likelihood of keeping them on the phone.

Once you’ve set the stage, you can follow the rest of the TAP formula—Target, Align, and Pitch—to ensure your message resonates and converts. With practice, this method will transform your cold calls from abrupt interruptions into valuable, productive conversations.Cold calling can be a tough gig. Prospects often have their defenses up, salespeople feel the pressure of delivering results, and the chance of rejection is high. However, with the right approach, cold calls can be highly effective in driving sales. One approach that stands out for both its simplicity and effectiveness is the TAP Formula, but there’s an extra layer to this approach that takes it to the next level—the TAP Trojan Horse.

The TAP Trojan Horse method is a subtle, rapport-building tactic that helps sales reps slip past the initial barriers prospects naturally put up when they hear a cold call. By establishing trust and softening the approach before diving into your sales message, you’re much more likely to keep them on the phone. Here's how to incorporate the Trojan Horse strategy into the TAP framework: Target, Align, and Pitch.

The TAP Trojan Horse method focuses on getting past a prospect’s initial resistance by first establishing rapport. It uses a subtle and non-intrusive approach to make prospects more receptive to hearing what you have to say before you even mention who you are or why you’re calling. Once you’ve successfully defused the resistance, you can proceed with the rest of the TAP formula: Aligning your solution to their needs and delivering a compelling pitch.

The Trojan Horse aspect consists of three important moves:

1. T - Trojan Horse: Establish rapport and soften the call before getting to the main pitch.
2. A - Apologetic: Use polite and apologetic language to lower defenses.
3. P - Permission-Based: Gain consent to share your message by asking for permission to take a brief amount of their time.

This creates a non-pushy, natural conversation that feels less like a hard sell and more like a quick, relevant chat.

The first part of the Trojan Horse is crucial—it’s all about establishing rapport before launching into the purpose of the call. This can take the form of a brief, polite introduction that subtly shows respect for the prospect’s time and attention.

• Start with Politeness:
  Instead of jumping straight into your name or why you're calling, start with something that immediately shows consideration for their time. For example:
  • “Hi, I know I’m catching you out of the blue, and I want to apologize for interrupting your day.”
• Acknowledge Their Likely Reaction:
  Most people are busy, so acknowledging that you’re aware they weren’t expecting your call makes you seem more human and empathetic. This helps to break the typical sales dynamic where prospects feel pressured.
• Set a Friendly Tone:
  Use a warm, friendly tone in your voice. People are more likely to respond positively when they feel you’re genuine and respectful.

Starting with this approach lowers the natural barriers prospects have to cold calls. Rather than sounding aggressive or overly sales-focused, you appear thoughtful and understanding. By establishing a quick rapport, the call becomes less about sales and more about human interaction.

The next step in the TAP Trojan Horse is the Apologetic approach. This isn’t about being overly submissive but showing humility by acknowledging that you’re interrupting their day.

• Be Brief but Sincere:
  A simple statement like, "I’m sorry for catching you in the middle of your day," can go a long way in making the prospect feel respected. It softens the tension and can prevent an immediate hang-up.
• Avoid Over-Apologizing:
  You don’t want to seem desperate or excessively apologetic. Just one clear, concise apology works to defuse the situation.

Apologizing disarms the prospect's natural defense mechanisms. When you show that you understand their situation (being busy), it makes you more relatable and respectful, which keeps them from immediately dismissing your call.

The last element of the Trojan Horse approach is Permission-Based. This step involves directly asking the prospect for a brief amount of their time. Asking for permission helps reduce resistance, and if they say "yes," they’re more likely to hear you out.

• Ask for 20 Seconds:
  “Can I have just 20 seconds of your time to tell you why I’m calling?” is a powerful statement. It’s a small ask, and most people are likely to agree to such a short time commitment. Once they do, they’ve mentally given you permission to proceed.
• Respect the Time Limit:
  If they agree, stick to your 20-second timeframe as much as possible. You can always extend the conversation later, but first, prove you’re a person of your word.
• Make the Prospect Feel in Control:
  By giving them the option to decline, you’re not forcing your way into their day. People appreciate being given control over their time.

Asking for permission not only lowers the resistance but also makes prospects feel they’re in control of the conversation. Once they’ve agreed to give you 20 seconds, they’re far more likely to stay on the phone for the duration of your pitch.

Now that you’ve successfully deployed the TAP Trojan Horse technique to ease the tension and win a few seconds of attention, you can proceed with the rest of the TAP formula:

At this point, you’ve warmed up the conversation and the prospect is listening. Now, you can begin to Target your message. This means knowing who you’re speaking to and why they’re the right fit for your product or service.

• Use Your Research:
  Say something that shows you’ve done your homework. For example, “I noticed that your company has been growing rapidly, which often comes with operational challenges. Does that sound right?”
• Stay Specific:
  Target the conversation toward their specific role or industry, ensuring that your message is relevant and engaging.

After targeting, it’s time to Align your offering with their potential needs. Here, you’ll want to explain how your solution can solve a specific problem or pain point they’re facing.

• Lead with a Problem You Can Solve:
  “A lot of companies in your space struggle with X. We specialize in solving that through Y.”
• Tailor Your Message:
  Align your solution with their business challenges, demonstrating that you understand their needs and have a direct solution.

Finally, it’s time to Pitch. By this point, you’ve already defused resistance and aligned your solution with their needs, so your pitch becomes a natural extension of the conversation.

• Deliver a Short, Benefits-Focused Pitch:
  Keep it to 20-30 seconds and focus on how your solution will improve their situation, rather than listing features.
• End with a Call-to-Action (CTA):
  Ask for the next step—whether that’s scheduling a demo, meeting, or sending further information. “Can we schedule a quick call next week to dive deeper?”

Cold calling doesn’t have to be intimidating or intrusive. With the TAP Trojan Horse strategy, you can ease your way into a conversation, lower your prospect’s defenses, and create a smoother path to presenting your offer. By starting with rapport, apologizing for the interruption, and asking for permission to proceed, you show respect for your prospect’s time and improve the likelihood of keeping them on the phone.

Once you’ve set the stage, you can follow the rest of the TAP formula—Target, Align, and Pitch—to ensure your message resonates and converts. With practice, this method will transform your cold calls from abrupt interruptions into valuable, productive conversations.