What makes a Costco analogy so powerful in cold calls?

(Cold calling recipe)

Feb 23, 2025

Read time: 2 min

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Last year, HG Insights’ top performer Will Falkenborg came on my podcast and shared how he books 70+ meetings a month (that’s 500% over quota).

One of his secret sauces?

Using analogies in cold calls to create curiosity.

You know that moment when a prospect understands what you do but still won’t commit to a demo?

Most reps keep pushing. Will flips the script.

Let’s break down his Costco analogy and why it works better than the usual cold call pitch:

The Costco Analogy

Step 1: Pattern Interrupt

Instead of begging for time, Will asks:

“Hey, have you ever been to Costco?”

Prospect pauses. They’re confused, but in a good way. Then they say, “Uh, yeah?”

Step 2: Relatable Analogy

Will jumps in:

“You know how every snack at Costco claims it’s the best? But you don’t just buy it because they say so, you try it first. If it’s great, then you buy it.”

Now, they’re hooked.

Step 3: Smooth Transition to the Demo

“I want to be your snack at Costco. Let’s give this a try, and I think you’ll see the value.”

And just like that, prospect says yes.

Why This Recipe Works

It’s relatable. Everyone knows the free samples at Costco. No need for fancy metaphors.
Cognitive science win: Analogies create “mental models” that stick 42% longer than facts alone
It breaks the pattern. Prospects expect a pitch. Instead, they get a fun question that grabs attention. Unexpected questions activate the brain’s novelty!
It lowers the pressure. You’re not forcing them to commit. You’re offering a low-risk ‘try before you buy’ option.
It flips the mindset. Instead of you convincing them, you make the demo feel like a natural step.

Here’s how to use this recipe in your next cold call:

Start with Curiosity: Open with a pattern-breaker like “Ever been to Costco?” or another analogy that feels fresh and unexpected.
Make it Relatable: Use analogies tied to universal experiences, something prospects can instantly connect with.
Transition Smoothly: Offer a low-risk next step: “Let’s give this a shot and see if it works for you.”

No hard sell. No pressure. Just an easy way to create curiosity and open doors.

From Knowledge to Action

Here’s how to perfect this recipe:

Bookmark this email for pre-call reviews
Role-play the analogy with a teammate.
Note where prospects pause, this reveals logic gaps.
Refine your script and try again.

Speaking of Cold calling…

I just whipped up a guide on handling the top 9 objections (with scripts). Use these proven techniques to:

Handle: “We already have a solution”
Flip “Send me more info”

→ Grab the Guide Here (Costco snack not included 🥨)

Hit reply with your best “pattern interrupt” question, I’ll personally give you feedback on how to make it even better.

Let's get cooking!

See you in the next newsletter.

👨‍🍳 Elric

Chef, Outbound Kitchen

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