Let’s admit that cold calling is tough and its critics even say that it has gone out of fashion and become dead. If you have ever faced a rude rejection, you might be compelled to say that it’s true. However, it indeed can be difficult but not impossible, when you have the right tools at your disposal. Thus, we have come up with these 5 effective cold calling scripts which will help you to master your next cold call.
What is cold calling?
Cold calling is the process of making unsolicited telephone calls by a salesperson in order to sell a service or product. A cold call is typically the first interaction between a sales rep and the end consumer.
A lot of people have a lot of opinions about cold calls, but the reality is that it still works. Many do it incorrectly and the bad experience leaves them with a negative impression about cold calls. Many might get through deceptive tactics but it won’t last long. However, this doesn’t necessarily mean that building worthy relationships through cold calling is impossible.
How to create a cold call script?
Every organization has its own cold call scripts and sales scripts that they share with their sales reps. However, if you’re a newbie or a sales rep looking for a process, here’s how you can create a cold call script.
- Identify product-specific domains
You must understand your product and its benefits thoroughly before moving ahead. Next, you must make a list of the product-specific domains that you will target. Your time is important and you must not waste it behind domains that are not in line with your product. Have a look at your existing customers and your past successful prospects then try and identify common attributes. You can then move to the next step.
- Make a target list of prospects
Once you have identified the product-specific domains, it will become much easier for you to make a list of people from those companies whom you can call. You can use popular networking platforms like LinkedIn to figure out the prospects and their companies. You can use the several filters the platform offers to zero-in on the prospect.
- Research about your prospects
It can’t get any better if you research your prospects before making that vital phone call. Personalization is very important and since you already LinkedIn at your disposal, you can learn more about your prospect. Learn about their business, what they do and whether you have connected with similar people or businesses in the past. This will help you avoid sounding clueless and come off as someone who has done their homework and know what they are doing.
With this level of personalization, your call will not be cold anymore. You have made the right moves and done your homework which will be worth the effort. The next step is to create a cold calling script. Use these steps and you can also customize it to your individual liking.
Start by introducing your name and the company you work for. The first impression is the last impression, so you must sound energetic and confident. It can be a very nerve-wracking experience and this is where many cold callers actually fail. If this happens, the prospect might instantly say, “What? Who??” It can be a clear indication that the call is not going along how it should be. You just have to sound clear and not loud
Once you say, “This is [YOUR NAME] from [YOUR ORGANISATION’S NAME],” take a pause.
This is tough but vital as many cold callers would want to proceed ahead with their pitch. Just relax and don’t utter anything for the next eight seconds. It will give the prospect the time to figure exactly who you are.
To make your call warmer, you must put forward some personal questions to establish a rapport. This will help you position yourself as someone already familiar with the prospect and their business.
Here is a list of proven questions you can use:
- Wow, you have been at [organization] for [X years]. How did you reach here?
- Congrats on your fresh promotion/role. How is the new opportunity?
- So, [NAME OF THE PROSPECT], I can see that you went to [UNIVERSITY NAME]. How was the experience?
Any question that is topical is considered as a good question as it is likely to evoke a response. If your prospect is keen on discussing it further, you can throw them some more follow-up questions.
If you receive a response, “I loved studying at the History department,” you can reply, “That’s fantastic, I will recommend it to one of my relatives who wants to the study the subject.”
Ultimately, they’ll respond, “Alright, let’s get to the topic”. At this point, there will already be a lot of comforts developed and the prospect will open up to you in a much better way. If your prospect is not in a hurry, you can go a little off-topic before getting to the point.
- Positioning statement
A positioning statement helps cold callers show that they have worked with similar companies and have previously solved similar problems. This will help you to talk about the prospect and their business, which most cold callers fail to do so.
You can begin by saying, “I help salespersons in the travel industry to generate sales through effective techniques. My customers always are on the lookout for bettering their profits. Is it something that you are looking for?” The answer in all probabilities will be a “yes.” Reply by saying, “tell me more about your plans.” Now, it is all about them and will they present their problem areas and objectives they are looking to achieve.
5 cold call scripts that work
Now that we’ve discussed what cold call really is in 2020 and the steps to craft a killer cold call script, let’s look at some cold calling script samples. However, there’s a caveat that needs to be added to these script samples. Please use them as a template/reference as every industry and organization is different. You can use these and the aforementioned steps as a reference to craft your own. Also, although call scripts are quite helpful when it comes to cold calling, try to be candid during such calls. Okay, we that set aside, here are 5 cold call scripts that you can take inspiration from.
#1 Give options to the prospects
Hi, this is ABC from the XYZ Corporation. How are you?
We’re designing solutions to help you convert your leads into sales quickly. Is it something that interests you and would you like to learn more about this?
If it is a “yes”
There are X ways businesses work with us. [Present the details of solutions you provide]. Which option would you love to learn more about?
They will choose one.
Reply, “Great. Can I get some information first?”
Ask them the qualifying questions and know what you want to present.
Ask them what it would take to set up an appointment before you finish the call.
#2 Getting through gatekeepers
On many occasions, it might happen that you are not being able to directly connect with your prospect. In such cases, getting through a gatekeeper will be required which can be challenging in itself. Use this script.
Hello, my name is ABC. I was thinking if you could help me. I looked on the [ORGANISATION] LinkedIn page but I couldn’t find your name. Are you someone who usually answers the phone? I would feel much better if I knew your name before moving ahead.
Thank them after they introduce themselves.
Clear your intent and tell them I would like to talk to [Prospect’s Name] and how could you make that possible.
#3 The mutual connection
It can’t get any better if you have a mutual introduction.
Hi [Prospect’s name],
My friend and I are witnessing excellent results with [CLIENT ORGANISATION]’s sales efforts at the moment and your name came up when we discussed who else could benefit from this.
Congratulations on [personalization]. What you are doing at [PROSPECT COMPANY] is amazing.
I would like to show you how we helped our client generate [RESULT} and how we could do the same for you. If this is something that you would love to hear about, I’m happy to help.
#4 Handling rejection
Not every cold call will evoke a positive response and chances of a few going wrong with outright rejection are very high. You can handle this tricky and situation with the following script.
“I get that this may not be important for you right now, or maybe you do not see the value. Many people have done the same, but, once we had a discussion, they were excited to know more. Give me a few precious minutes of your time and I assure that you will be convinced whether this will help you.”
#5 Building on from previous communication
If you have connected with them previously over email or LinkedIn, chances are bright that they will recall your name and your company. You can use this to your advantage and progress ahead quickly in your mission of building a meaningful relationship. Use this script.
“Hi [PROSPECT’S NAME], it’s [YOUR NAME] here calling from [YOUR COMPANY NAME].
I sent you an email last week, did you have a chance to read it? / We got connected on LinkedIn last week.
[PERSONALIZE BASED ON RESPONSE] I have emailed you because I see that you are in charge of the Marketing at [PROSPECT’S COMPANY]. Is that right?
Add your value proposition and address further questions to secure the appointment.
Remember, it is also important to have a solid closing statement for focused communication. With these sales cold call scripts and tips, you will be much more confident when you make your next cold call.