ON AIR: With Owen Episode 33 Featuring Gareth Steenson – Rugby Coach at Exeter Chiefs

Introducing our 33rd episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 33rd guest is Gareth Steenson, Rugby Coach at Exeter Chiefs. Owen and Gareth discuss how Gareth transitioned from a player to a coach and the similarities and differences to rugby and business…


  • The key elements to Exeter Chiefs long and sustained success
  • How a player should be involved in building/setting goals
  • How the club environment has changed in line with new and more ambitious goals
  • The leadership qualities that helped Gareth transition into a coach
  • The hardest bits Gareth faced during his transition into a coach
  • Gareth describes his coaching process and mentality
  • How Gareth incorporates data with coaching
  • How Gareth develops skills and mentality
  • How Exeter Chiefs leadership has made them so successful
  • The similarities and difference between rugby and business success
  • Gareth’s process for learning from failure Connect with Owen and Gareth on

How To Structure A Successful B2B Cold Call

When it comes to structuring a successful B2B cold call, the first thing to remember is that there’s no silver bullet, golden ticket, or magic words to guarantee you’re going to make a sale with every call. The truth is that this is less of a science and more artistry, but like any art, preparation can be the difference between success and failure. 

Before delving any deeper into this topic, it’s important to define what a “successful” cold call is. Our findings indicate that the majority of cold calls end without a sale, but that doesn’t mean they aren’t successful. If your definition of success is a sale, then you’re going to spend a lot of your time disappointed. The point of a cold call is to identify a good fit for the product or service you’re selling, as identifying if the product or service doesn’t fit, is just as valuable. 

Ultimately, you’re there to create a conversation with the prospect and being too focused on the wrong outcome can cause the conversation to fail. 

Things that people tend to do well 

Now, this is complicated, as we’ve already said, it’s an art form and as such, your personality plays a big part in how this conversation forms. There are, however, some simple techniques that Sales Professionals use to help steer the conversation and prevent it from stalling before it gets started. 

Language and human behaviour: 

This is hugely influential in the conversation, so plan and prepare. Regardless of whether you are B2B or B2C, there is another person involved at the other end of the phone. The most human question of all is “What’s in it for me?” and, even if this isn’t said out loud, it will be at the front of the persons mind you’re speaking to. If, as a seller you can put yourself in the position of the prospect and answer this challenging question, there’s a good chance you can keep their attention long enough to have a conversation. 

Body language: 

Believe it or not, body language can also be a factor. Do what feels natural but make each person you talk to feel that they are the most important call you’ve had. And don’t forget to smile! It comes across in your voice, as does your posture. 


It’s important to structure what you’re going to say. There is nothing wrong with a script but learn and test it – put yourself in the prospects’ position to see what your responses are. If you say the same thing as everyone else and the gatekeeper or prospect has heard it a thousand times, you will get the answer they have given a thousand times. 

Tone of voice: 

Your tone of voice can also help with the conversation along with the language you use. There are certain phrases that trigger the sales alarm in peoples’ heads and ways to say the same thing that elicits a different response. Low and slow is how people talk when they are relaxed and comfortable. If you turn into a children’s TV presenter and babble your way through, the prospect will disengage. 

Treat the prospect like an equal – you have a solution to a problem they’re likely to have. The key is to find out if this prospect has that problem now, or is likely to have it in the near future. 

Things that people tend to do wrong 

There is no such thing as the perfect structure, unless of course you know the prospect well. If we assume you don’t, then there are some general pit falls to avoid. 

A lack of honesty and transparency: 

Honesty is the best policy with the prospect, so let the prospect know from the outset what you’re calling for and how the conversation will go. If you can explain that you will only take a few minutes of the prospects’ time and if, after that the solution doesn’t fit, you’ll part friends with no hard feelings, and they’ll likely keep you in mind for the future. Framing the call in this way also helps people to relax, as they understand what is expected of them. 

Not drawing and keeping the prospect’s attention: 

Get the prospect’s attention, don’t just be the same salesperson they have previously hung up on. People buy from people, so don’t ask them something you don’t want an answer to. “How are you today?” can be a great question but is completely wasted if you then talk over their answer or fail to listen to what they say. Starting with something like, “I’m just looking at your website now” might just interrupt the usual sales call pattern, enough for them to take an interest in why you’re looking. 

Without teamwork, you can’t make the dream work: 

Try to get on the same team as the prospect. If you imagine you are having a conversation across the garden fence, you need to climb over the fence and remove the barrier, so you see things the same. This becomes essential when they have an objection. It’s never a good idea to argue or to dismiss their objection with something flippant like “We’re not like that”. Again, try and work from the same side of the fence, empathise and agree… “that’s terrible when that happens, I understand”. It’s basic human nature that when people tell you “You’re wrong”, you dig your heels in and the alarm bells start. Even if you know you’re wrong, you won’t agree with them. 

Focusing too much on the sales pitch and not the conversation: 

The importance of planning the call is crucial, so it’s vital that you have thought about all the possible reactions of your prospect and have a plan to bring the conversation back on track. This is a conversation, but you need to remain in control and steer it down a course that suits you. 

One very important part of the conversation that most people forget to plan, is the end of the call. You have outlined the conversation to the prospect and said if this isn’t a good fit you will part as friends and if that’s the case, as it will be most of the time, then do what you have said. For that small percentage of calls, which end with the prospect wanting more, it’s not good if you don’t know what to do next. Ensure that if the prospect wants you to go into more detail, you are prepared to or at least you can book an appointment for this to happen and move them into the discovery stage. The last thing a prospect wants is to be enthused about your offer and then find you are completely unprepared for the next step. 

Interested in learning more? Check out this insightful episode of ON AIR: With Owen where our Founder & CEO, Owen Richards, chats to 6th Door Founder, Chris Dawson, about this subject in more detail. 

To be successful in cold calling you need to understand your customer, their challenge and how your offer provides a solution. If you’d like guidance and support with structuring your next B2B cold call, we can help; get in touch today or download our FREE B2B Cold Call Script Template

ON AIR: With Owen Episode 32 Featuring Chris Duddridge – VP of Sales, EMEA at Soroco

Introducing our 32nd episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 32nd guest is Chris Duddridge, VP of Sales – EMEA at Soroco. Owen and Chris discuss Building out an outbound sales team from the ground up


  • An overview of Chris’s experience building out Sales Teams
  • Where good leaderships skills come from, Personality, Coaching or development
  • How to create a sense of ownership and belonging for your employees
  • The essential tools in a successful sales leader’s kit
  • Techniques for dealing with the peaks and troughs of a Sales Teams motivation
  • – When to be decisive with sales training and developmentHow much your team should shape your company’s culture


ON AIR: With Owen Episode 31 Featuring Alex Alleyne – Regional Sales Manager at Lacework

Introducing our 31st episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 31st guest is Alex Alleyne, Regional Sales Manager at Lacework. Owen and Emanuel discuss What makes a successful outbound prospector/cold caller?


– The biggest mistakes Alex made during his sales career

– How Alex became successful with Sales

– How Alex became a more refined Sales Professional

– How much should the phone still be apart of outreach

– What’s volume and velocity or personalisation is best

– How Alex approaches a cold call

– Why there is a gap in the market currently for good Outbound Sales Leadership

– How to enjoy the sales journey

– Alex’s top advice to improve your sales performance

ON AIR: With Owen Featuring Emanuel Frauenlob – Co-Founder & CEO at Mesg.ai

Introducing our 30th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 30th guest is Emanuel Frauenlob, Co-Founder & CEO at Mesg.ai. Owen and Emanuel discuss ideas exploring what sales looks like at the early stage of a start-up and the challenges and opportunities they will need to navigate.


  • The key moments that lead to Emanuel starting Mesg.ai
  • What things you should plan for before you start pitching your product
  • How you should build out your Ideal Client Profile (ICP)
  • Emanuel explains his value stick
  • Small steps rather than one big step through the sales process
  • The notion of pushing boundaries
  • How important it is to be a hands-on Founder
  • The right time to start building a team
  • What you can do that doesn’t cost money to get good conversations
  • How it feels to be a sales founder during those early conversations
  • The basics that need before starting conversations
  • The biggest challenges Emanuel has faced in the last 12 months

LIVE Roundtable: Achieving Sales & Marketing Alignment

We hosted our sixth roundtable as part of our NEW annual content series, around setting up an outbound sales function. Get ideas, inspiration and advice from our panel of experts, who share and discuss their own experiences and open the floor to questions from the live audience.

We’ll be going live every month until March 2022, chatting about all topics relating to outbound sales and the stages of building a team.


We answered questions around (but not limited to):

  1. The need to work in partnership with one another
  2. Creating an environment that integrates well
  3. Processes
  4. CRM and tech stack
  5. Sharing well-defined objectives
  6. Implementing a feedback loop for better alignment throughout your organisation
  7. Evaluating the results, and adjusting your strategy to respond to your customer
  8. Celebrating success


Owen Richards – Founder & CEO at Air Marketing


Neil Clarke – Commercial Director at Air Marketing

Gareth Mapp – Director of Sales & Marketing at Software Solved

Louis Fernandes – Vice President, Sales, EMEA at Uberall

Who is it for?

Founders, Sales Leaders, and Revenue Leaders.