The Consultative Conversation Framework (CCF)

About the Framework

What’s The Consultative Conversation Framework (CCF)?

The CCF is a fundamental framework to The H2H Method®️ as it reflects The 5 Core Components of a Cold Call (5CX5) as they are listed in their original order. The components of a cold call act as “checkpoints” to cross off as the conversation progresses to ensure ultimate quality and value delivered to your prospect. The framework strategy is in a statement-question-statement-question format to induce a two-way dialogue to build trust and interest in the product or service throughout the conversation.

The 5 H2H Frameworks:

The Stacking Script Framework

The No-Bull Script Framework

The Consultative Conversation Framework (CCF)

The Survey Script Framework

The Compound Script Framework

When to Use the Consultative Conversation Framework

The CCF is best used in what I would call “general” or traditional cold call conversations in which at least one of the following is true on your prospect’s end when you reach them:

  • The prospect has time to speak
  • The prospect is not called often about your particular product or service category
  • The prospect is not often cold called
  • The prospect is open to conversations with sales people about products and services offered

As discussed in the About page, the lessons from The H2H Method®️ reflect a primarily industry-agnostic sales conversation approach to identifying successful paths, rather than depending on product or “industry-focused” knowledge and working backwards towards a script. In other words, message flow comes first based on the individual, rather than from industry specific knowledge or expertise. 

Quick Prop (QP)

Hone-in (Hi)

Calling Prop (CP)

Next Steps (NXTS)

Qualifying Questions (QQ)

What Does a CCF Structure Look Like?

Glad you asked. Take a look at the downloadable image here. Once you understand the 5CX5, you’ll see the instructions of each component. As you read through each component in their combined order for the CCF, the flow of the conversation becomes evident.

Consultative conversation framework for effective cold phone calls.

Now that the flow is understood, you can begin creating your own CCF by filling in your product or service knowledge combined with sales language based on each API (Assumption, Purpose, Instruction) of each component.

CCF Script Example 1 - Software to Education

Here is an example of a real CCF used by Superhuman Prospecting client SDRs for a software company that targeted the education industry:

In Example 1, you can see how each component holds its API. These components act as check points ☑️ throughout the call, signifying a quality part that contributes towards sparking interest in the offering, diffusing the salesperson stigma, or selling on next steps.

This software to education case study was a marquee script, as it has generated over 2000 appointments for them since 2023, resulting in hundreds of thousands of dollars reported by this client. 

CCF Script Example 2 - Services to Trucking Industry

This is a second example of an H2H CCF script. This time, two completely different industries are used to construct this successful script used by Superhuman Prospecting client SDRs. Calling from a service into trucking companies, the example shows how the same framework can be used in different markets based on at least one of the criteria as seen in “When to Use the CCF”. 

Take a look at the Example 2 script and how it slowly builds the value WHILE questions are being asked. This strategy enables the cold caller to establish trust through an exchange, peppering in education, features, and benefits after questions are being ask. 

As discussed in my book Trust Call, there is sales psychology behind this framework. As questions are being asked, it establishes the precedent that the receiving end will naturally allow their counterpart to respond. This is built into the human psyche. By activating this element of human interaction, it enables the cold caller to not only collect information and build a relationship, but buy time to provide value. 

Here are the results of the campaign using the CCF for Example 2 and the real scripting used to generate dozens of appointments:

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If you would like more examples or opportunities to learn if the Consultative Conversation Framework works for your product and industry target, fill out the form below, or email me at rsvp@h2hsalesscripts.com. 

You can also check out my book Trust Call, which is available on Amazon. I dive into each framework in depth, and provide context as to how each framework files itself into the overall theme of building trust with prospects in modern cold calling. 

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