Let’s crush it in 2020!
- How to Write Cold Calling Scripts?
- How to Use the Script?
- What Is The Most Effective Cold Call Script Structure?
- Cold Calling Sample Scripts for Any Situation
How to Write Cold Calling Scripts?
Sales scripts can be extremely helpful if composed right. If you take time to study the needs of your prospect, structure and clarify your message, prepare answers to possible questions and objections, you’ll be more likely to close the deal. Below are a couple of scriptwriting tips from Voiptime that will hopefully help you sharpen your skills.
Set the Right Goal
The main goal of cold calling is NOT to close the sale but rather to establish a human-to-human connection with your prospects. Treat it as a great instrument for appointment setting and lead generation rather than the sales tool.
Focus on Engagement and Relevant Presentation
A cold call can only be effective if the prospect agrees to a conversation. Your hook ‒ the first few words of the sales call ‒ must make your prospect listen. Capture their interest with something valuable. If they’re still not interested, that’s fine. Hang up and move on.
An individual approach is everything. Show your prospects that you took the time to prepare for this call. Mention something important to them at the moment, ask questions that are 100% relevant, make it all about them. They should feel that you’re not just calling everybody in the neighborhood. You’re here to solve their problem.
Tell Them the Reason for Your Call
They have a problem ‒ you have a solution. Let your prospects know that you’re very serious about building long-term relationships. Be specific about the reason for your call. If they understand that you’re actually interested in helping them, they are more likely to agree to a meeting.
How to Use the Script?
Some salespeople are worried that the script will make them sound robotic, but it’s not a question of whether or not one should use the script but whether one should read from it. So if you want to make your script more effective, change what you say and essentially, how you say it. Below are some small changes that make all the difference:
- Practice the script a few times before making calls until it feels natural to you.
- Don’t repeat your script verbatim during the call, it’s only guidance.
- Follow your script like an actor and adjust what you say to connect with every particular person.
- Avoid complicated phrases or terminology which is strange to you and your prospect.
- Talk to the prospect as if you were talking to a coworker – with natural intonation and human emotions.
A script is a great way to sharpen your communication skills, control the flow of the conversation, and manage the prospects’ objections. After enough practice, you’ll know what to say and how to react without any clues.
Ask the Right Cold Calling Script Qualifying Questions
If it’s your first interaction ever, don’t expect people to be excited to talk to you. You might have the best solution for their problem, but they have no reason to trust you yet. Your goal during the conversation is to help you both understand whether your solution is good for their problem.
There’s a great way to use qualifying questions as a means to refute objections (when prospects are in doubt, not when they are clearly not interested. Don’t make them hang up on you). The technique is to ask the same questions you’d ask after hearing a “yes” when they say “no”. You want to find out more about their specific challenges and needs and show them the value of your solution at the same time.
Some examples of the right qualifying questions:
- What are your biggest challenges in …?
- Are you looking for a solution to …. challenge?
- What software and solutions are you currently using for …?
- Why did you decide to invest in …?
- What does your current ...process look like?
- What results do you hope to achieve in the next … months/ years?
NB! Forget about “what is your budget” and “who is the decision-maker” questions at this point. These are completely useless (and frankly, annoying) until you establish some trust with your prospects. Save them for later when people express some interest in your offer.
Manage Objections Better
You might hear “no” from the decision-maker. Such an outcome is very likely so you need to be prepared. One thing that will make it easier for you and increase your chances of closing is the objection map. It’s a collection of cold calling scripts with various examples of answers to customers when they are hesitant.
Why is the Objection Map Useful?
“No” has many different shades. Sometimes, it’s “I don’t need it now and I never will”, other times it’s “I’m not sure, convince me”. That’s why objection maps are invaluable, especially for cold calling newbies. They help the salesperson maintain the flow of the conversation and seamlessly manage objections, helping the prospect see the true value of the offer.
The most convenient form for the objection map is a chart with the possible objections in the first column, effective demining in the second, and other important comments in the third (optionally).
For example, the objection map in our software can be featured in a separate block of a conversation script. This way, the operator has all the necessary information in front of their eyes. The objection map will definitely save you in the most difficult situations and make your campaigns more efficient.
Reposition Your Call to Action
If a sales rep fails to end the call properly, they will probably go back to square one next time. Before contacting a client (a call, an email, etc.), think about the outcome of your conversation. What do you want to achieve with this interaction? Based on your goal, come up with an appropriate CTA. Some examples are:
- “Let’s connect again. What does your calendar look like next week?”
- “When is the best date and time to schedule our next meeting?”
- “When will you be available for an in-person meeting?”
Summarizing and Closing Deals
As we’ve already mentioned, modern-day cold calling is not about closing but rather about getting to know your prospects. It might work for B2C, but there’s no way for you to close the deal if you’re calling on behalf of a B2B company and it’s your first (or even second) interaction. There’s a concept of a buying committee in B2B sales. It comprises every involved person who might support or block the deal, and it’s important to communicate with each of them to understand their goals.
Warm it Up
People are exposed to a ton of different information every day. Your task is to get through this flow and grab their attention. Cold calling doesn’t have to be cold. You’ll get much better results if you make research and connect with a prospect before picking up the phone. There are lots of different channels that you could use ‒ email, LinkedIn, Twitter, etc.
Put together a message specifically asking them to spare you 10-15 minutes to talk about a great suggestion that you have for their business (e.g. simplify their processes, boost ROI, generate more leads). Mentioning the referral or the name of an industry leader/ a close competitor who has already taken advantage of this idea might also work.
What Is The Most Effective Cold Call Script Structure?
Cold calling scripts are super helpful for guiding prospects through the sales funnel. For a script to be maximally effective, it must be structured well.
The Basic Cold Call Script Structure
A typical sales script consists of the following elements:
This is the very beginning of the call. The goal of the introduction is to capture the attention of a prospect and get them to stay on the line with a sales rep.
2. Lead Qualification
This part of the script should include relevant questions. There are lots of lead qualification techniques and cold calling sales tactics that can help you come up with the best approaches for different types of sales.
3. Delivering the Pitch
By now, the sales should have a clear understanding of the needs and pain points of a prospect, and deliver a pitch based on that information.
4. Managing Objections
The goal of this part of the script is to help sales persuade prospects and manage the most common objections.
5. Call to Action
Every sales call should end with a clear call to action with the goal to schedule a follow-up call, a demo, or a meeting.
The Most Important Element of Any Script
If you don’t spark the interest in your prospects in the first 30 seconds, the conversation won’t happen at all. That’s why the most important part of any cold calling script is the opener. Its goal is to show prospects that this call is worth their time.
To create the most effective opener, do your homework. Research every prospect before the call to have a clear idea of who you are about to contact, what they need, and how exactly you can help them. Understanding clearly what is the goal of your call is already a big part of success, whereas the script serves as a track lighting that helps you navigate the conversation.
Cold Calling Sample Scripts for Any Situation
Below are some useful pieces of advice and cold calling script samples from Voiptime sales experts.
Direct Sales Script Sample
A few tips from an expert:
- Clearly introduce yourself at the very beginning of a call.
- Ask your prospect if they have such challenges as...
- Explain to them how you can solve their problems.
- Ask the prospect about the most convenient time for callback or meeting.
- Schedule the event in the client card or calendar within your CRM.
“[INTRO]: Hello, my name is John Smith, I’m from ABC company. We currently work with digital agencies looking for ways of improving their lead generation process. Usually, they are looking to increase the reach rate and make the whole process more transparent. Is this an issue for you? [LISTEN]
Tell me more about that. [LISTEN]
[Your pitch]: Our call automation solution allows you to reach more prospects with less effort and triple the number of live conversations per each hour without increasing the sales team. Does this sound like something that would be beneficial to your business? [LISTEN]
[CTA]: I’ll be happy to discuss how you can benefit from our solution. What does your calendar look like this week? When will you be available for a 30-minutes call?”
NB! You can improve the effectiveness of this script with thorough preliminary research. Instead of making assumptions, find a hook to the existing problems in the company, or ask directly about it.
H3 Indirect Sales Cold Calling Phone Scripts Sample
A few tips from an expert:
- Introduce yourself.
- Ask who is responsible for the business process and whether they can talk to you right now.
- If YES, ask the decision-maker about their pain points.
- Share valuable information about how to improve these areas.
- Go ahead and try to arrange the meeting.
“[INTRO]: Hi, my name is Alice Wind, I’m from CallCenterOutsourcing company. Am I right that you are responsible for the sales department at X company?
I’m calling some startups in the area to find out if they are a good fit for our service. What we do in a sentence is we provide companies with a lead generation team on demand. Does it sound interesting to you? [LISTEN]
Great, could you please describe your current lead generation & sales process? What are the main challenges you face now? [LISTEN]
[Your pitch]: Thanks, to summarize, your main challenges are… We have recently helped another company from your industry to engage new prospects and increase their conversion rates 3 times. Does this sound like something that would be beneficial to your business? [LISTEN]
[CTA]: Great, we’ll be happy to share our findings with you. Are you free for the meeting this week?”
So many sales representatives hate making cold calls and avoid using scripts at all cost, but there’s nothing wrong with any of these as long as you’re being smart about it. These days, cold calling is different. It’s more flexible, more customer-oriented, value-centered, and essentially, not pushy. All you need is practice and a smarter approach.
Always remember that your goal is not to close the sale from the first call but to start building a long-term relationship with your prospect. To make it happen, personalize your message, show people that you care, and act like a potential partner, not a random sales guy.
First published on 2019-03-06, updated on 2019-12-26