If you’re looking to increase your sales with cold calling, you may find the task overwhelming. After all, how can you know what to say? A good script will tell you everything you need to know about making powerful cold calls to grow your business and achieve your goals.
First, you must understand the four crucial components of any successful sales cold call, and then always use them. Below, we will dive into each one and give you examples of how to approach them on your call.
Finally, at the bottom, there will be a script template that you can simply fill in with your specific information easily and quickly to start dialing for dollars more effectively.
Components of the Cold Call
Greeting — This is the first part of the call. When your prospect picks up the phone, you want to greet them immediately and with confidence. The way to do this is to quickly introduce yourself and your company. Remember to speak clearly and simply, and get right to the point.
“Hey (prospect’s name), this is (your name) with (company/organization).”
Reason for calling — Immediately after the greeting, you want to move into your reason for calling.
After all, you are possibly interrupting your lead’s day, so it is important that you tell them why they should stay on the phone with you. The best way to keep them interested from the start is to set a hook by making a claim about how you help people.
It’s best if you have previous clients or customers to reference in this portion of the call, as it adds social proof to the mix.
Example: “The reason I’m calling today is that we recently helped (their competitor or another company in the same industry) improve on (a key goal of theirs). I want to meet up with you to show what we did exactly and how we may be able to help you.”
Qualifying with questions — The first part of the cold call is pretty easy and straightforward. However, this next section is what confuses a lot of people and intimidates them from ever making the call in the first place, or potentially stumbling over their own words when making calls.
The key is to vet the customer to identify whether they are qualified to do business with you, not the other way around. In order to do this, you need to write down five primary questions that will be specific to your industry:
Are you qualified? Essentially, you are asking if they are even in the market for your kind of product. If you sell website maintenance, you would want to make sure they have a website first.
Example: “Do you have a website?”
What are your main concerns? You need to know what your prospect is thinking about right now. What problems can you solve for them? This allows you to feed their own words back to them in a way that positions your product as the perfect solution later on.
Example: “What is the one thing that your attention or concern is on right now?”
Why have you waited so long? With this qualifying question, you are asking them to explain why they have not taken action on their problem. In essence, you are trying to see if their problem is as significant as they claim it is. You also want to understand their attitude toward the kind of solution you are proposing.
Example: “If you know you need to train your sales team, why did you wait so long to do it? Do you feel that sales training actually works?”
If I could only do half of what I promised. Here you want to increase your believability. If you promised to increase their sales by 80 percent in 60 days, now is the time to ask them if they would still be interested if you could only do half of that for them. You are indicating to them that you understand how large your claim was in the beginning and also finding out if they are interested enough in your product.
Example: “(Prospect’s name), if I could only do half of what I did for (company X), would that still interest you?”
Who are the decision makers? Ask them who else needs to be involved with the decision to move it forward and close the deal. If you’re speaking with a gatekeeper, you usually need to move up in the organization. But you have to do it tactfully.
Example: “Besides you, who else needs to be involved in a decision like this?”
Set the appointment. When you’ve done the steps above, it’s time to nail down an appointment and get off the call quickly. Suggest a meeting the same day if possible. If you get an agreement on an appointment, you’ve had a successful cold call. Now you can plan your presentation and close the deal on your next call or meeting.
Example: “Would you be available after lunch today to talk about it?”
Bringing It All Together
When the components are all brought together, the conversation should go something like this:
Greeting: “Hi, this is (BLANK), with (BLANK).”
Reason: “I’m calling because we recently helped (BLANK) do (BLANK).”
Qualifying: “To be sure I respect your time … (do you qualify?). Great. (What are your main issues?) Alright. And why haven’t you (bought your product) yet? Well, let me ask, if I could only do have what I did for (BLANK), would you be interested? Great! Besides you, who else needs to be involved in moving this forward?”
Appointment: “Can you make time to meet me at (date and time, preferably the same day)? Excellent, I look forward to seeing you then.”
Now that you know the main parts of a quality cold call, you just need to put the pieces in one place. Fill in the blanks of the script above and create your customized cold call template based on your specific objectives.
Then you’ll be ready to start dialing and bringing in more sales, conversions, and success to your company or organization.