The Audible-Ready Sales Podcast Cold Calling: Moving from Reluctant to Confident w/ Jason Bay
Nov 8, 2022
Jason Bay, founder and CEO of Outbound Squad who trains reps to turn strangers into customers. He breaks down deconditioning reluctance with pattern interruption and physical tactics to reduce call anxiety. He shares a simple call structure — intro, hook, close — and teaches permission-based openers, using customer voice and multichannel touches to earn conversations.
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Pattern Interrupt To Beat Call Reluctance
- Interrupt your own negative pattern before calling by identifying the trigger and replacing it with new behavior.
- Use box breathing, standing up, or a pump-up song to physically break reluctance and reset confidence.
Shift Narrative From Intimidation To Curiosity
- Reframe your internal narrative from "why would they talk to me" to curiosity about their problems.
- Prospect with an abundance mindset: expect many will say no, but others will need your help.
Intro Hook Close Framework For Cold Calls
- Structure cold calls into intro, hook, and close and nail the first 30–60 seconds with permission, relevance, and a priority drop.
- Use a permission opener then state specific relevance (research or company initiative) before social proof.