Even though cold calling isn't the most effective way to generate new business and make sales, there is a time and a place for it. Sometimes, you just need to pick up that phone and call a total stranger. If you work at an organization that makes sales reps use a cold calling script to make these calls, you probably understand how frustrating it can be to read through a conversation.
Using a cold calling script can often feel impersonal and unnatural. But at least it's a way to start a conversation with a prospect. If your cold calling script isn't working, you might need to trash it and start over with a better one in order to increase your chances of making some new sales. Here's how to build an incredible cold calling script.
Have the Right Goal
Scripts of the past used to be focused on making a sale with just one phone call. Well, this isn't working anymore, so quit trying. Prospects aren't naïve-they won't buy something out of a three minute phone call just because you're pressuring them and giving them a list of your offering's benefits. These days, prospects want to be informed and knowledgeable before they even consider purchasing anything. That's why your cold calling script shouldn't focus on selling. It should focus on providing information. This will be your best shot at building a relationship and making a sale in the future.
Converse, Don't Pitch
Now that you know you should be dishing out knowledge on your cold call, you should also know that you should be treating your call as a conversation, not a pitch. Speak to the prospect in the same way you'd speak if you were on the phone with a friend. Prospects aren't going to be convinced by a robotic, impersonal voice. They'll be far more likely to engage with you if you're speaking to them one-on-one as a human being. Use conversational and casual words throughout your cold calling script.
Instead of listing off your product or service's benefits, come up with two or three main problems that your offering solves and write these down-using words that are familiar to your prospects-on your cold calling script. This allows your prospects to see that you're focusing your efforts to come up with solutions for their problems-not trying to sell them something right off the bat.
Your cold calling script shouldn't be linear and used word for word. It should be a set of guidelines to get you going on your call. You should be listening to what your prospects are saying-their comments are your prompts for what you're going to say next. This way, you're identifying, listening to, and understanding your prospects' needs-you're not just focusing on your own wants. Your prospects will appreciate your caring attitude.
It's inevitable that, sometimes, when you call up a stranger, you're going to be getting them at a bad time. If this happens, you should make sure to reschedule a call at a more convenient time. This way, the prospect will be expecting your next call and will be more responsive to what you're saying.
Practice your new cold calling script with a few calls. You'll be able to see quickly which aspects of your cold calling script are giving you results and which ones you should cut out. We know you've worked hard to totally reinvent your script, but you should be flexible. If something isn't working the way you've hoped, switch up some keywords or ideas and try again until you get an awesome script that works from start to finish.
Throw It Away
Now that you've written out your stellar cold calling script, memorize it and throw it away! You won't sound natural or convincing if you're reading off a piece of paper.