Learn the exact cold calling framework used by Oracle’s top SDRs to book more meetings, handle objections with confidence, and master a high-income tech sales skill in 2025.
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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.
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."
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.
This is the cold call framework Connor teaches new reps at Oracle and now coaches through Higher Levels. It has three parts:
This format gives you clarity, confidence, and puts the burden of proof on you—not the prospect—to deliver value fast.
After delivering your value statement, you’ll typically face one of three responses:
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.
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.
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.”
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.”
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
"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
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.
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