The Ultimate Cold Calling Guide: 10 Years of Expert Advice in One Playbook

INTRO

Cold calling is one of the most feared but valuable skills in tech sales. In this post, Oracle-trained SDR leader Connor Murray and top strategic AE Eric Finch break down the exact framework used by hundreds of successful reps.

Whether you're brand new or looking to sharpen your current approach, this is the most actionable cold calling resource on the internet.

WHAT YOU’LL LEARN

• Why most cold calling advice fails new SDRs
  
  
• The exact 3-part value statement framework used by Oracle's top team
  
  
• How to handle objections and take control of calls
  
  
• How to evolve your script as you gain confidence
  
  
• What separates good cold callers from elite performers
  
  

CONTEXT: WHY THIS MATTERS

Most cold calling advice online is designed by people who haven’t touched the phones in years. It’s heavy on theory, light on execution, and often taught as gospel. The result? Reps freeze up, lose confidence, and never fully develop this foundational skill.

Connor Murray went from being the last rep on his team to book a meeting to leading Oracle’s top-performing SDR team. His playbook is now used to train reps companywide—and this post captures the exact system he teaches.

"It took me weeks to book my first meeting. I was following all the ‘best practices’ and still getting nowhere. Once I flipped my mindset and started using the framework below, everything changed."

MISTAKE #1: FOLLOWING COLD CALL SCRIPTS THAT DON’T FIT YOU

Many reps are taught to use permission-based openers or open-ended qualifying questions right out of the gate. That sounds good in theory—but in practice, it kills your momentum and puts the pressure on the prospect to steer the conversation.

Connor was trained that way too. It didn’t work.

Instead, he built a system that gave him confidence, clarity, and control (Cold Call Mastery).

If you don’t have a repeatable plan for how to open a call, deliver value, and ask for time, you will freeze under pressure. You need a structure that works under stress—not one that sounds good on paper.

THE VALUE STATEMENT FRAMEWORK (USED BY ORACLE’S TOP SDR TEAM)

This is the cold call framework Connor teaches new reps at Oracle and now coaches through Higher Levels. It has three parts:

1. Opening (Assumptive Formality)
   
   • Use a simple, natural greeting: “Hey Eric, this is Connor from MaxCompany—how are you?”
     
   • Use a downward inflection so it sounds casual, not like a trick.
     
   • The goal is to get a quick formality back and move into the pitch.
     
2. Value Statement (30–45 seconds)
   
   • Who you are
     
   • Why you’re calling them specifically
     
   • What you want (a meeting)
     
3. Example:
   “I’m part of the team that supports life science companies on back office financial applications. We help reduce reliance on spreadsheets and automate month-end reporting across clinical trial planning, supply chain execution, and commercialization. I know I called you out of the blue here—just looking to set aside a time next week to get introduced and align with your priorities.”
   
4. Close (Ask for Time)
   
   • “How’s your calendar next week on Wednesday or Thursday?

This format gives you clarity, confidence, and puts the burden of proof on you—not the prospect—to deliver value fast.

HOW TO HANDLE OBJECTIONS LIKE A PRO

After delivering your value statement, you’ll typically face one of three responses:

• Hard no (hangs up, not interested)
  
• Soft yes (books the meeting)
  
• Objection (asks a question or pushes back)
  

For objections, Connor recommends doubling down with credibility rather than pivoting to questions.

Example Objection:
“We already work with [Competitor].”

Response:
“That’s actually why I’m reaching out. We work with customers of [Competitor] all the time. This is more to get introduced and align on your priorities going forward. Would Wednesday or Thursday work?”

Only after two asks should you open it up with a relevant follow-up:
“Totally understand. Just to clarify, are you currently handling [specific gap] with internal tooling or another provider?”

Pro Tip: Prepare flashcards for your 3–5 most common objections. Know your responses cold. This alone separates top 10% reps from everyone else.

HOW TO BUILD YOUR FIRST VALUE STATEMENT

Start with a clear list of who you're calling. For example, finance leaders in the life sciences industry. Then plug your product into the following formula:

[Industry + Role]
"We help [industry] [job title]s with [priorities and pain points], typically by [outcome or transformation]."

Tailor the message slightly based on vertical, but keep the structure tight. Rehearse it until it feels natural.

WHAT TO DO AS YOU GET MORE ADVANCED

New reps need structure. But once you’ve built muscle memory, you can loosen the framework.

Instead of immediately asking for time, experienced reps can pause after delivering their value and let the prospect respond. This can lead to a natural conversation, more discovery, and better meetings.

Still, Connor teaches all reps—new or veteran—to earn the right to ask questions by delivering value first.

“You’re selling time. They won’t give it to you unless they see you know your stuff.”

SEE IT IN REAL TIME BELOW:

COLD CALLING IS A MONEY-MAKING SKILL MOST REPS NEVER MASTER

Email works—until it doesn’t. Cold calling is harder, but it builds a skill set that pays off long term. Discovery calls. Enterprise deals. Objection handling. All of it improves when you’ve taken the time to learn how to drive a cold call.

If you skip this skill, your ceiling in sales will always be lower.

Connor’s take?
“Push through. It’s hard. But the people who learn how to cold call are the ones who win long term.”

FAQ

Q: What’s the value statement framework for cold calling?
A: It’s a 3-part cold call structure: open with a natural greeting, deliver a 30-second value statement, and ask for a meeting.

Q: What should I say when a prospect says, “We already use a competitor”?
A: Acknowledge it, then double down. Explain why you’re still reaching out and ask again for time to connect.

Q: How long should my value statement be?
A: Keep it to 30–45 seconds. It should answer who you are, why you're calling, and what you want.

Q: Should I use permission-based openers?
A: Only if they feel natural to you. Most reps perform better with direct, assumptive openings.

Q: What’s the fastest way to improve cold calling confidence?
A: Use a proven structure like the value statement, rehearse it daily, and role-play objections.

SOCIAL PROOF / STUDENT SNIPPET
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"Before Higher Levels, I froze every time I picked up the phone. After using Connor’s framework, I booked 5 meetings in one week—and finally felt like I knew what I was doing.” — JD, now at MongoDB

WANT TO IMPROVE YOUR COLD CALLING?

If you're struggling with cold calls or just want to finally master the phones, join Cold Call Mastery. This is the only program built on real-world frameworks used at Oracle and beyond—taught by reps who actually did the job.

TL;DR

• Most cold call advice teaches theory. This is real-world, tested strategy.
  
  
• Use the 3-part value statement: open, deliver value, ask for time.
  
  
• Prepare for objections with flashcards. Ask for the meeting twice.
  
  
• Reps who master cold calling have more confidence and longer careers.
  ‍
• Structure matters early. Freestyle later.