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Mastering Cold Calling.

Lauren teaches the move. You make the call.

  • 2 sections
  • 14 lessons
  • Certificate
  • Intermediate
IntroWatch the intro

Meet your tutor: Lauren

About this programme.

Fifteen short lessons from Lauren Woodcock, an SDR who books 40 to 50 meetings from every hundred cold calls she makes. The industry books five to ten.

Every lesson has two halves. Lauren teaches one move - the pattern interrupt, the reason for your call, the upfront contract, the value line, the objection, the ask. Then you pick up the phone. A voice coach plays the prospect and you practise that one move, out loud, with your own product. Do it, get one note, go again.

The final call has three levels

  • Pass - a friendly prospect and one objection.
  • Good - a busy prospect on a bad day. A challenge at the door and two objections.
  • Merit - the gold standard. They open with "I'm not interested". Earn the minute, survive the brush-off, and ask for the meeting anyway.

The best level you clear stays on your record. Both modules end in a two-minute spoken check with the voice coach.

Who it's for.

An SDR or BDR who has to pick up the phone and book meetings from cold. Already in a sales seat, or about to be, and wants to be properly good on the phone. If you have a list and something to sell, you are ready.

What's inside.

2 sections. Open one to see its lessons, then tap a lesson to see what it covers.

1Script fundamentals7 lessons

Why cold calling still works, how to use a script without sounding scripted, the pattern interrupt, the reason for your call, the upfront contract, a value proposition that leads with the benefit, and questions that qualify - each one said out loud to a prospect straight after Lauren teaches it.

  1. Meet your tutor: Lauren

    Who is teaching you, why her numbers are worth copying, and how every lesson in this course runs: Lauren teaches the move, then you make the call.

    Intro · IntroWatch
  2. Why cold calling still works

    Email gets lost and social gets ignored. A call reaches the decision maker, gives you feedback in real time, and books the meeting that starts the deal. Then your first call.

    Lesson 1 · Short lesson, then quick checksOpens when you join the programme
  3. Make the script your own

    There is a difference between having a script and sounding scripted. You get six to eight seconds. Lead with their problem, in words you would actually say.

    Lesson 2 · Short lesson, then quick checksOpens when you join the programme
  4. The pattern interrupt

    They are expecting 'hi, I'm calling from... because'. Break the pattern in the first line and they pause, listen, and talk back.

    Lesson 3 · Short lesson, then quick checksOpens when you join the programme
  5. The reason for my call

    If you cannot say why you are calling this person, you are not ready to dial. Research one thing about them, name a pain it points to, and the call is relevant from the first line.

    Lesson 4 · Short lesson, then quick checksOpens when you join the programme
  6. The upfront contract

    Tell them exactly what happens next: a few quick questions, and if it is not a fit you end the call. Hand them control and they stay on the line.

    Lesson 5 · Short lesson, then quick checksOpens when you join the programme
  7. Your value proposition

    Say what you do in one clear line. Lead with the benefit, not the feature. Then tailor it to who picked up: a CEO wants growth, a sales manager wants their week back.

    Lesson 6 · Short lesson, then quick checksOpens when you join the programme
  8. Asking the right questions

    Open questions get them talking. The answers tell you whether they are a fit. And a 'no' is not the end of the call, it is the start of a better question.

    Lesson 7 · Short lesson, then quick checksOpens when you join the programme
  9. Spoken check. Talk me through your opener: pattern interrupt, reason for the call, upfront contract, and the question you ask first.
2The call7 lessons

Preparing your list and your headspace, the opening tone, real objections versus fob-offs, slotting the meeting in while you have them, rapport and trust after the yes, the follow-up that makes the meeting happen - then the whole call end to end.

  1. Preparing for the call

    A power hour with notifications off, a researched list of around sixty prospects, and a head that expects the no. Preparation is most of the difference between a good session and a wasted one.

    Lesson 8 · Short lesson, then quick checksOpens when you join the programme
  2. Opening tone

    Match the energy of the person who picked up. Never open with 'did I catch you at a bad time'. Keep the intro short, direct and respectful.

    Lesson 9 · Short lesson, then quick checksOpens when you join the programme
  3. Objections and fob-offs

    A real objection is a genuine concern and gets empathy plus a tailored question. A fob-off is a polite way to end the call and gets redirected with a question. Knowing which is which is the skill.

    Lesson 10 · Short lesson, then quick checksOpens when you join the programme
  4. Slotting in the meeting

    Do not ask too early. When they are engaged, ask, hand them control of the time, and send the invite while you are still on the phone.

    Lesson 11 · Short lesson, then quick checksOpens when you join the programme
  5. Rapport and trust after the yes

    The meeting is booked. Do not hang up yet. Set expectations, show them you listened, and leave one human moment behind. That is what makes the meeting happen.

    Lesson 12 · Short lesson, then quick checksOpens when you join the programme
  6. The follow-up

    Same-day email with the key points and next steps. Connect on LinkedIn. Check in if the meeting is far off. Remind them the day before. Hand your AE the notes.

    Lesson 13 · Short lesson, then quick checksOpens when you join the programme
  7. The full call

    Lauren's recap of every move, then the capstone: one cold call from the dial to the invite, at Pass, Good or meritt. This is the call the certificate stands on.

    Lesson 14 · Short lesson, then quick checksOpens when you join the programme
  8. Spoken check. Walk me through a full cold call from the dial to the follow-up email, and how you handle a fob-off on the way.

Questions people ask.

How much does it cost?

The intro is free. One payment of £299 unlocks every meritt programme.

How many lessons are there?

14 lessons in 2 sections.

Can I skip ahead?

Lessons open in order, because each one builds on the last. You can read what every lesson covers on this page.

Do I get a certificate?

Yes. Finish every section and pass the final check to earn your meritt certificate.