The Importance of VBRs (Valid Business Reasons) when Cold Calling

The Importance of VBRs (Valid Business Reasons) when Cold Calling


If you work in sales, cold calling is probably a big part of your life. Whether you are knocking on doors trying to sell home security systems or calling local businesses trying to sell advertising, cold calling is a method you can use to generate leads and prospects for your pipeline.That being said, cold calling sucks.

More often than not, you’ll get the door slammed in your face, thrown out of businesses, hung up on, or just straight up ignored. Cold calling can be a great way to gain a new customer, but it can also be quite soul-crushing. Salespeople are always trying to figure out how to master the cold call in order to convert more conversations to real sales opportunities.

By far, one of the best tools that a salesperson can utilize to master the cold call is the VBR or the Valid Business Reason.

What is a VBR?

A VBR (valid business reason) is just what it says – it’s a real reason why the person or business would want to do business with you.

A lot of people get confused by what a VBR looks like. Here are two similar reasons, yet one is a VBR and one is not:

  • “Hello, my name is Jason and I represent the best supplier in the area. Would you have a few minutes to talk about our products?”
  • “Hello, my name is Jason and I’m with Acme Supplier Company. I noticed that you have a great operation here, but I have a new line of products that can help you be more efficient with your costs and will help you make more money. Do you have a few minutes so I can go over some options with you?

The first reason looks like a VBR but really isn’t. When I introduced myself to the prospect, all I did was boast that my company was the best supplier in the area. At the end of the day, the prospect definitely doesn’t care who I work for. In the mind of the prospect,  they are probably happy with their current supplier! Just because I work for a good company isn’t a valid reason why someone would want to do business with me.

The second reason is a VBR. I introduced myself, told the prospect what company I represented, but custom tailored the rest to show the prospect that I can help them be more efficient and make more money.

Why is it important to use a VBR when cold calling?

At the end of the day, people only care about what’s in it for them. Think about the last time you went to purchase something. Let’s say you are shopping for a new computer. You do a quick search on Amazon and find a variety of different choices. In your head, you know what purpose the computer will serve. You might be looking for a gaming computer or for something simple that you can use for work. When you are looking at each option on Amazon, you are asking yourself how that specific computer will match with your needs specifically. You care about what the benefits are to you.  That’s why many computer titles are detailed, specific, and include a “wow” factor, such as “Super Alien Advanced Gaming Computer PRO EDITION” Your prospects that you are cold calling are no different!

Just like when browsing for a new computer, you don’t have a lot of time to wow your potential prospect. When cold calling, make sure you quickly communicate what’s in it for them so you can capture their attention right away. Ideally, this will reduce the number of times you are hung up on or ignored!

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