Cold CallingPDF · 11 pagesExpert
Building a cold-calling team, Zac's way.
From a ninth cold call to a 20-person agency booking C-suite meetings.
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About the expert
Zac Thompson
Founding Director, We Have A Meeting, We Have A Meeting
Zac Thompson spent about a decade as a full-cycle hunter, handed a laptop and a phone and told to win new business with no data, no dialers, none of the modern stack. He started We Have A Meeting in the pandemic with a month's salary, a mortgage, three kids and a fourth on the way. Founders kept telling him they didn't need marketing, they needed someone who did what he did. So he rang round offering exactly that, and the ninth call landed his first paying client. This sheet is the system he built to turn that one-man skill into a 20-person agency known for high attendance and quality, usually C-suite. It's how he hires, trains and arms every rep so the results repeat without him.
Cold Calling
Building a cold-calling team, Zac's way.
From a ninth cold call to a 20-person agency booking C-suite meetings.
What's inside
- The hiring filter that screens for repeatable habits over the longest CV
- A four-stage hiring gauntlet that ends in a binding, founder-proof team vote
- The "train by teaching" ramp that turns your best reps into the trainers
- The five-box standard a booked meeting has to clear before it counts
- The honest cold opener and the day-of call that lifts attendance
- The client-qualifying script that screens bad-fit clients out before they burn the team
More on cold calling
All cold calling playbooksWhat members say
13 reviews from sales leaders and reps
“The saying goes that the first task of any new sales leader is to build the playbook. Matt does this for you in this astonishing collection of go-to-market business critical playbook of intelligence, bound up like a single pane of glass that is easy to consume. This is an incredible asset for any sales leader looking to make waves. Highly recommended.”
“Genuinely impressed at the depth and accessibility that Matt has managed to fit into this guide. Everything from call and email structures and templates, to leadership psychology, and RevOps. As someone who has a lot of sales experience but is just embarking on a first-time outbound motion, I've found a lot of this guide super useful. Some of it is reinforcing the basics and some of it is in-depth technical and psychological. Lots of 'playbooks' don't really offer much practical use beyond recycling the same old info and templates. This isn't one of them.”
“If you are looking to build a playbook from scratch or simply looking for inspiration to bolster your existing one, then look no further. I found Matthew's version to be incredibly comprehensive, credible and laid out in bite size installments, easy to absorb at any sales level within an organisation. Contemporary in stature, this professional grade guide not only covers the fundamentals thoroughly, but arguably is applicable to most product/service offerings. A must read for any sales leader who is serious about articulating a robust and transparent sales framework to their troops in one place.”
“Matt's guide is packed with depth and accessibility, covering everything from call/email templates to leadership psychology and RevOps. I found it incredibly useful, reinforcing basics while offering fresh, in-depth insights. Unlike many recycled playbooks, this one delivers real value.”
“Matthew has a knack for distilling complex processes into repeatable templates and frameworks. Sales leaders needed him a long time ago — you'd be wise to seek out this resource!”
“An incredibly comprehensive resource! It's been a game-changer for me and my brand. By incorporating their insights and advice, I've noticed steady improvements.”
“I have been using resources from Matt for the last year. We work with multiple clients sorting out and managing their outbound activity. The resources in the playbook have been really useful for structuring and executing on the campaigns.”
“Really comprehensive resource. This has been helpful for me, the team and the clients we are advising on their GTM strategies.”
“These are comprehensive resources suitable for GTM teams. It covers everything from inbound and outbound playbooks.”
“Matthew has created a very useful collection of sales materials in one spot. I use it daily.”
“Really useful resources. Has helped me create my own resources tailored to the team. Looking forward to the updates.”
“Everything you need, easy to navigate, and all in one place. Super helpful resource!”
“It's amazing with lots of great sales materials. Highly recommend for sales leader!”