Ronen R. Pessar

RP Advisory

1 - I build SDR teams to hit pipeline goals as a fractional leader (bespoke consulting)
2 - Cold Call Training (live and course)
3 - Message-market fit: 100% done-for-you email and cold call campaigns. 

**coming soon: Cold Calling Bootcamp**

Chief Executive Officer

PhoneBurner

Partnership between Ronen & PhoneBurner
→ https://www.phoneburner.com/ronen

Chief Call Evangelist

Redox

Fractional SDR Leader (Bespoke Consulting)

RightBound

Sales Development Advisory Board

SecondBody

PivIT Global

Stylo

0 to 1. Generated the first $250k (90% cold outbound). Raises a $3mil seed (lead: Matchstick) on $12mil value.

Chief Growth Officer (Founding Team)

Strategic Advisor

SecurityScorecard

Scaled up Outbound BDR team. Grew revenue from $7mil to $75mil ARR (10x) in 4yrs 🦄  Unicorns do fly!

Senior Director, Commercial Sales & Business Development

Senior Director, Business Development

Director, Business Development

Smartling

Scaled up SDR team (5 to 19) & hit 16mo of quota attainment in a row.

Senior Manager, Sales Development

Manager, Sales Development

Team Lead, Sales Development

Sales Development Representative (SDR)

Elite Management Holdings, LLC

Director, Operations

I Help New Leaders Thrive, Not Just Survive | When Emotions Unblock, Performance Will Unlock

If you’re reading this, you might...

• Want to become an elite cold caller
• Be thinking about improving or starting an SDR Team
• Or... want to find message-market fit

And look - you don’t need to spend hours searching for someone who understands sales development, cold calling, and SDR tools & tactics that still work in 2024. 

Cause I do that for you through:

1 • SDR team Building: I come in a fully overhaul the SDR team as a fractional leader (consulting) in 6 to 9 months. I recruit, hire, onboard, train, setup comp plans & territories, systems, tools, and the playbook. 

2 • Cold call training, live bootcamps, my masterclass (coming this Fall!), or the massive amount of free content I post here, on YouTube, or to my newsletter. 

3 • 100% Done-for-you campaigns: Fully outsourced email and cold call campaigns (yes, using Clay) - to find Message-Market fit.


If you want less:  
• low performing SDRs or figuring it out from scratch 
• ineffective cold calling, without much to show for it
• wondering how to get started with outbound

and more: 
• revenue and qualified pipeline
• elite cold calling skills, 1 meeting per day
• clarity on what your prospects respond to

(or just a some guidance along the way)

I got you.

DM me or book a time to chat for more info. 


Talk soon 🤙
Ronen

📆 Schedule a chat: https://bit.ly/4an0jwK
📧 Email: rp@ronenpessar.com

To the people who shame SDRs... 
 
You try it. Go ahead-- be an SDR for a day. 
 
 
Build a list of 150 prospects. 
↳ with 30-40% bad data 
 
Make 75 cold calls per day. 
↳ get hung up on and cussed out 
 
Send 100 cold emails per day. 
↳ see "unsubscribe" and 𝘦𝘮𝘢𝘪𝘭 𝘣𝘰𝘶𝘯𝘤𝘦𝘥 
 
Start 50 DMs on LinkedIn per day. 
↳ get ghosted and blocked 
 
Hold 3 real convos w/ your prospects. 
↳ hear 2 say they're with a competitor 
 
(𝙛𝙞𝙣𝙖𝙡𝙡𝙮) set 1 meeting. 
↳ get no-showed 
 
 
Let's see you fail 97-98% of the time. 
 
 
AND have the grit to do it again. 
 
Staying optimistic. 
 
Day after day. 
 
In the face of: 
 
"Well... we're doing layoffs, again." 
"AI will replace your job." 
"Cold ____ is dead!" 
 
 
SDRs are the lifeblood of every company. 
↳ b/c PIPELINE is future revenue 
 
 
And you'll never have the resilience to do this work. 
 
^ know how I know? 
 
if ONE cold call, cold email, or dm gets you 𝙩𝙝𝙞𝙨 hot under the collar... being an SDR will crush you. 
 
So go ahead 
 
walk a mile in our shoes 
 
👟 
 
 
---SDR Responsibly--- 
 
Yes, its our job to do what we do with high trust. Integrity! This is still a two-way road. 
 
Avoid low-trust tactics that hurt the SDR reputation. Things like... 
 
- steamrolling past objections 
- not being 100% truthful 
- faking anything 
- double tapping 
- pitch slapping 
 
^ all lead to low trust 
 
a high cost to the entire Sales Development profession.

I uncover your ColdCall-Market Fit→ Recruit A+ SDRs→ Train them to be Elite→ Sign more Customers | Join 6,641 cold callers using the 1 meeting per day script ($130 value, free)

🚨 HIRING an 𝗦𝗗𝗥 at Redox!🚨

Role highlights ⤵️

💰$65k base + commission
🏖️ Unlimited PTO + set holidays
📈 stock options
👩🏼‍💻 remote (US only)
💙 huge list of Benefits & Perks (see JD)
☎️ incredible SDR skill training
🛠️ top tier SDR tools

Best way to land an interview…
↳ fill out the application
↳ don't skip the video intro 🎥

⚠️ we look at every application ⚠️

The role will fill up quickly!

Open article: Redox - Sales Development Representative by jobs.lever.co

4 objections, 4 handles, 1 MEETING BOOKED👇

🎥 here's the full game tape

each objection broken down:

✋ Prospect's 1st objection
"we have an in-house tool that does this"

🗣 my reply: 

Beautiful. That's kind of what Stylo does. I don't know if this would be of interest to you... <insert value prop>. Any interest in taking a look sometime?


✋Prospect's 2nd obj. "maybe in the future"
>>stacked with<<

✋ 3rd obj. "we're happy with what we've got."
>>stacked with<<

✋ 4th obj. "I don't have any budget"

...𝗚𝗘𝗘𝗭!!  

🗣 my reply: 

Yeah, totally understand. Just 1 last question for you...
↳ <use a problem pivot>


🤔 Prospect (now curious): "we sort of do that..."

🗣 Me: "sounds manual, want to automate it?"

{now watch the shift...}

✅ 5th obj. "That's interesting. 
Do you want to send me more information?"

^ IS NOT AN OBJECTION

It's an IOI (indication of interest)
↳ So I ask for the time

🗣 "Yeah, happy to do that. To be totally honest with you, I do this a lot and usually I send something and, and that's kind of it. I've never heard back from someone. 

Would it be totally crazy to put 20 or 30 minutes on the calendar at some point when you have a few minutes to take a look?"

🏆 MEETING BOOKED 🏆

This busy executive was on a meeting, but b/c I got her to laugh, she gave me a shot and I set the demo.

This is the exact script I use:

Each meeting used the same approach
↳ the probe-provoke framework ⤵️

1) Open
2) Permission
3) Probe 
4) Provoke
5) Close
6) Confirm

🤔  why it works so well ⤵️

1) Open: pattern interruption 
2) Permission: pattern interruption
3) Probe: pattern interruption  
4) Provoke: pattern interruption 
5) Ask: No-Oriented (Voss)
6) Status reset

Have you ever had a prospect laugh on a cold call?


PS. check the script in my profile

Sales leaders stop pushing your SDRs & AEs to ONLY go for meetings

they're great, BUT
on cold calls go for INFO

→ competitor?
→ active projects
→ current process
→ in-house solution
→ contract expiration

It's not all about setting meetings

Have you ever set a meeting 
from a follow up call?

I got a DM about a new SDR a friend hired-- he was excited until their first 1-on-1. Out of the gate the new hire wanted a promotion to AE in 3 months or less.

Yikes  🚩🚩🚩

I've been there, made that mistake. 

Here's what you need to look for to avoid it:

❌ SDR as a short-term stepping stone 
↳ They really want something else - AE or manager
↳ But will "take" the "lesser" role to get there
↳ They won’t focus on the job, for long...

^ This leads to poor performance and is a waste of time


✅ You need someone who is committed to the SDR role
↳ not just filling a seat
↳ someone who truly wants the job
↳ who will earn the AE/leader promotion in time

^ This leads to strong performance and is worth every penny.


When hiring, look for passion and dedication to the current role. 

Ask questions to gauge their interest in the SDR job:
→ not just the company
→ not the promotion path
→ not the shiny benefits or startup allure

Avoid the disaster of hiring someone who doesn’t want to be there.

Your SDR team is the backbone of your outbound strategy. 

Make sure it’s strong.

80% of the SDRs I hired with my clients 𝗕𝗘𝗔𝗧 their quota 𝗲𝘃𝗲𝗿𝘆 𝗺𝗼𝗻𝘁𝗵 because we look for this one thing when hiring...

SDRs who are wicked smaaht 
(aka high intelligence)

SDRs with High Intelligence:

→ improve skills quickly
→ rapidly learn the strategies
→ experiment! To see what works & what doesn’t

As a result...
they hit quota, over and over again

This is more important than ever today,
...with our rapid advancement in AI.

🧠 + 🤖 = 🚀

These SDRs often discover new best practices, 
...growing the overall team results!


When hiring for high intelligence in SDR candidates, 
ask about their strategy in past roles to hit their goals.

Looking for people who describe their process,
...and how it improved results.

With high intelligence comes 

- great strategy
- good use of emerging technology
- and results that continue to grow

Does someone comes to mind when you think of an SDR like this?

🚨🚨 HIRING a 𝗦𝗲𝗻𝗶𝗼𝗿 𝗠𝗮𝗻𝗮𝗴𝗲𝗿, 𝗦𝗗𝗥 at Redox!🚨🚨

Check out the Leadership role highlights ⤵️

💰$109k - $129k base + commission
🏖️ Unlimited PTO + set holidays
📈 stock options
👩🏼‍💻 remote (US only)
💙 huge list of Benefits & Perks (see JD)
☎️ incredible SDR skill training
🛠️ top tier SDR tools

Best way to land an interview…
↳ fill out the application
↳ don't skip the video intro 🎥

⚠️ we look at every application ⚠️

Apply or tag someone who's a great fit!

→ https://lnkd.in/gq8TGaye

We're hiring at Redox! 

⚠️ we look at every application ⚠️

If you want to land an interview,
↳ don't skip the video intro 🎥


There's a huge list of Benefits & Perks (see job)

🏖️ Unlimited PTO + set holidays
📈 stock options
👩🏼‍💻 remote (US only)
☎️ incredible SDR skill training
🛠️ top tier SDR tools

𝟭) 𝗦𝗮𝗹𝗲𝘀 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 𝗥𝗲𝗽 (𝗦𝗗𝗥) ⤵️

💰$65k base + commission

→ https://lnkd.in/gAyui8qJ


𝟮) 𝗦𝗲𝗻𝗶𝗼𝗿 𝗠𝗮𝗻𝗮𝗴𝗲𝗿, 𝗦𝗗𝗥  ⤵️

💰$109k - $129k base + commission

→ https://lnkd.in/gGMBK_QX

80% of the SDR I hire for my clients in the last 2 years beat their quota every month, and it’s because we only hire SDRs who have this 1 thing.

⚡️ High Energy ⚡️
↳ bringing the right attitude to the job!

Its doesn't mean their extraverted,
...or highly caffeinated.

High energy attitude means... 

→ they can handle the daily challenges, for months
→ their tank fills up quicker & stays full longer 🔋
→ they go the extra mile

As an SDRs this shows up in 3 big ways, they...

1. tend to beat activity expectations
2. don’t burn out easily 
3. hit quota, regularly!

When you think of someone with high energy,
...how did they do?

This is the hidden secret to hiring high-performing SDRs that nobody talks about!

(it's why 80% of SDRs I hire 𝗕𝗘𝗔𝗧 their quota)

SDRs with A LOT of 𝗶𝗻𝘁𝗲𝗴𝗿𝗶𝘁𝘆
↳ aka strong moral compass 😇

This trait is found in high performing SDRs because it means they do all the small things that are required to get quota crushing results.

SDRs with High Integrity:

→ regular prospecting
→ extra calls, emails, and DMs
→ do the work until the job is done

These people don't just punch in, 
punch out...
and collect a check

They make an impact because they showing up to do honest work every day.

Which is why you’ll find them at the top of your leader board.


Who comes to mind when you think of an SDR like this?

Hitting 150% of your SDR quota with email 𝗼𝗻𝗹𝘆 is a thing of the past. Nobody is doing this today.

If you are, 𝗽𝗹𝗲𝗮𝘀𝗲 prove me wrong!

I'll wait.


But until then...
tune in tomorrow

Ryan Reisert the ☎️ 🐐 will be 𝗟𝗜𝗩𝗘 on Unbocked

We're talking Cold Calling in 2025...

- What’s Broken 
- What’s Working 
- And What’s Next

The man 𝗹𝗶𝘁𝗲𝗿𝗮𝗹𝗹𝘆 wrote the book.

📆 Thursday, Dec 5th 
🕗 8:30AM PST // 11:30am EST

→ https://lnkd.in/gQue-i8R

“I’m not the best person” isn't a dead end! 
It means 1 of these 3 things 

(how to respond to each)

1. 𝗬𝗼𝘂 𝗵𝗮𝘃𝗲 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗽𝗲𝗿𝘀𝗼𝗻

Simply ask for a referral: 
"would {first name} be better to talk about {issue}?"

Offering a name makes it easy to hear: "Yes" or "No"
↳ path of least resistance

Asking them to GIVE YOU a name: is a big ask
↳ lots of resistance 


2. 𝗧𝗵𝗲𝘆 𝗺𝗶𝘀𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗹𝗹 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿.

This is script feedback. It sounded,,,
→ unclear
→ generic
→ general 

Easy fix! 
↳ use more specific messaging
↳ cut out marketing jargon
↳ 5th grade level english

When this happens, call it out

🗣️ “Ah, just want to make sure I have this right. You are the XXX {title} and deal with YYY {Issue}, or do I have the wrong person?”

^ that get's you back on track


𝟯. 𝗧𝗵𝗲𝘆'𝗿𝗲 𝗹𝘆𝗶𝗻𝗴.
(to get you off the phone)

This happens if your tone is "sales-y"

→ HOW you sounded 
→ not WHAT you said

Reset the call with a label

🗣️ “It seems like I just sounded salesl-y there and you might hate getting cold calls more than I hate making them… am I reading that right?”

The next time you hear:
"I'm not the best person"

First see what they mean,
...then handle it like a pro!

Busted my knee playing hoops 

🤞hoping it’s not too bad

Maybe it’s time to hang ‘em up 😔

In the meantime…


I can still go on treasure hunts (around the block)… pretty sure we’ll find gold this time

My son claims his maps are the real deal

Wish us luck

No alternative text description for this image

Don’t let these bad tones wreck your cold call in the first 7 seconds. These are call killers... 

BAD tones:

1. Assertive
↳ Comes off as pushy and aggressive.
↳ Can turn prospects off quickly.

2. Timid/Nervous
↳ Shows lack of confidence.
↳ Makes the prospect doubt your credibility.

3. “Fake Nice”
↳ Sounds insincere and scripted.
↳ Breaks trust with the prospect.



There are 4 great tones + call openers
↳ here there are, easiest to hardest:

1. Friendly & Warm
2. Confident & Sharp
3. Humorous & Funny
4. Different & Disarming

Here are the words & tone for each
↳ [the best, is last]


1. 𝗙𝗿𝗶𝗲𝗻𝗱𝗹𝘆 & 𝗪𝗮𝗿𝗺
🥈2nd best hit rate: 79% (say "go ahead")

🗣️ Hey {prospect first name}! [pause]

𝙃𝙞, 𝙬𝙝𝙤 𝙞𝙨 𝙩𝙝𝙞𝙨?

🗣️ Hey {prospect first name} it's Ronen Pessar. How’ve you been?

𝙃𝙞. 𝙔𝙖, 𝙊𝙠... 𝙬𝙝𝙖𝙩'𝙨 𝙩𝙝𝙞𝙨 𝙖𝙗𝙤𝙪𝙩?

🗣️ So I know 𝙣𝙤𝙗𝙤𝙙𝙮 likes getting a cold call... especially not on a [lightly laugh] Tuesday afternoon [smile, pause]…

🗣️ so I can keep it super brief and then you can decide if you wanna [lightly laugh] hang up on me. [hard pause]



𝟮. 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁 / 𝗦𝗵𝗮𝗿𝗽
🥉 3rd best hit rate: 68% say "sure"


🗣️ Hi {prospect’s first name} it’s {your full name}, thanks for taking my call. [short pause]... I know my call is an interruption, and you weren’t expecting it.

Can I share why I called in half a minute?



𝟯. 𝗙𝘂𝗻𝗻𝘆 / 𝗖𝗼𝗺𝗲𝗱𝗶𝗰
[Fan Fave] hit rate: 66% say "hahahaha"


🗣️ “Hey {prospect’s first name}?

𝙔𝙚𝙨?

🗣️ It’s Ronen—and thisss is a cold call...

[pause for 1] Wanna roll the dice? 🎲



4. Different & Disarming
🥇 best hit rate: 83% (say "ok sure")

🗣️ “{prospect’s first name}?!?

𝙔𝙚𝙨?

🗣️ {prospect’s first name} its Ronen, you don't know me, we've never met, I'm a total stranger!.. Can I tell you why I called?


🔑 the key to success 🔑

It not what you say that matters...
↳ but how you say it.


What's your top opener + tone?

10 things that lead to SDR team layoffs.
(that aren't their fault)

- too many internal meetings
- afraid to pick up the phone
- no data replenishment
- playbooks from 2019
- emails land in spam
- broken comp plans
- no hiring process
- no specialization
- missing a leader
- bad caller IDs

^ that’s just a few

What did I miss?

REPEAT. AFTER. ME. 
Change is pain. 
Change is pain. 
Change is pain. 

We all hate change. 

So if my prospect doesn't have MORE pain
than the pain of change 

they won't 
→ just book a meeting
→ want to learn more
→ take 20 minutes

because it's not worth it

the math ain't mathin'

am I wrong?

This is why prospects 𝙖𝙘𝙩𝙪𝙖𝙡𝙡𝙮 don't answer your call.

"potential spam"
"robo dialer"
[and my personal fave]
"Junk"

Phone deliverability is here...
↳ a 'shadow ban' from the major 3 U.S. carriers.

THIS = the 1% - 5% connect rate,
...without seeing it happen.


𝗜𝗧'𝗦 𝗡𝗢𝗧 𝗬𝗢𝗨𝗥 𝗗𝗔𝗧𝗔!

Some are seeing 12-30% connect rate
↳ no parallel dialing
↳ no pre-validated numbers

By focusing on their caller ID health
↳ real-time monitoring
↳ non-recycled numbers
↳ on the tier 1 carrier networks

There’s a 𝘷𝘦𝘳𝘺 high chance that you’re up against this.


𝗪𝗛𝗔𝗧'𝗦 𝗚𝗢𝗜𝗡𝗚 𝗢𝗡?

Each network has a different “spam” algo.

Some scenarios that can happen:

(1) You could make it through on AT&T...
but get flagged on Verizon or T-mobile.

(2) You could make 63 calls with no issue
↳ then 𝘉𝘈𝘔... flagged, instantly, on call 64


This is why I LOVE PhoneBurner's ARMOR
→ https://lnkd.in/gim8QJzs

Get back to connecting with your prospects

the greatest secret in cold calling is not what you think

It’s not:
- a great script
- handling objections 
- or the newest call opener 

Its acknowledgment.

- I show you that I know you
- I understand you
- I hear you 

I do this when:
- what I say is relevant
- I use my tone to match how you feel 
- hearing the ‘why’ behind the objection

This is the best way to start a conversation 

With someone you want to trust you.  


Do you remember a time you felt seen?

My best clients were putting cold calling last (if at all) bc instead they were busy with:

→ paid meeting (agency)
→ cold email campaigns (with AI)
→ automated social selling on LinkedIn
→ hired an SDR, then fired, then hired again

...but none of it worked.
Or it the results weren't compelling.

instead of giving up on outbound,
try cold calling in 4 simple steps

𝟭) 𝗕𝘂𝗶𝗹𝗱 𝘁𝗵𝗲 𝗹𝗶𝘀𝘁
↳ Best of the best only!
↳ 1 ICP, 1-2 Personas, 1 list

𝟮) 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗲 𝘁𝗵𝗲 𝗻𝘂𝗺𝗯𝗲𝗿𝘀
↳ start by calling people who answer
↳ check out TitanX (formerly Phone Ready Leads®) 

𝟯) 𝗜𝘁𝗲𝗿𝗮𝘁𝗲 𝗼𝗻 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 (𝘀𝗰𝗿𝗶𝗽𝘁)
↳ Try --> listen --> learn --> refine --> try again
↳ Probe & provoke matches persona's pain points

𝟰) 𝗣𝗮𝘂𝘀𝗲 & 𝗮𝗻𝗮𝗹𝘆𝘇𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗮𝗳𝘁𝗲𝗿 𝟱𝟬-𝟭𝟬𝟬 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀
↳ What are the pattens?
↳ Does it makes sense to have a full-time SDR do this?

Or...

DM me and I'll do ^ for you
Find your cold-call market fit

☎️

Taplio

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