"Components of Killer Cold Calling Scripts"

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The use of cold calling scripts is a hotly debated topic in the sales community. Countless sales professionals argue, “I do not believe in using cold calling scripts.” I just smile and nod and know that with a bit of explanation a convert is close at hand.

For the most part cold callers who resist the idea of scripting are balking against the fear of sounding like a telemarketer who sounds canned as he or she reads from a script.

So, what to do?

Read from a script do not read the script.

Truth be known, the best cold callers are all tightly scripted in their phone presentations.

If you are a part of the “no scripts camp” and are a successful cold caller I promise you that I could listen to your phone presentation and identify the “script” that you use – whether you know you have one or not!

The reason the subject of effective cold calling scripts is so doggone important is that when you are conscious of your successful pattern of presentation, then, you can repeat that pattern of success even on days when you don’t feel like cold calling – and still be successful.

A sales professional who makes a cold call without a plan will be about as successful as an actor who speaks without a script. You need a plan and a good look at a sample cold calling script or two to see what constitutes success ... and failure.

Even comedians who look “naturally” funny are highly-scripted; they craft every word for maximum impact; and rehearse tone, timbre, and projection before they ever go live. Then, when they hit the stage they may look as though they are quick witted when in reality they are tightly scripted and well-rehearsed.

Of course you don’t want to sound canned as you read cold calling scripts during prospecting calls, but you most certainly do want to read from a script.

What’s the difference?

Reading a script has to do with disciplining yourself to read the words that are written on a screen. “If the prospect says I am not interested – then you say – I can understand that but …” You sound canned and unprofessional.

Reading from a script on the other hand helps you get from point A (the beginning of the call) to point B (the end of the call) with predictable results that come from having a plan and are not left to chance.

When you get good at examining and crafting phone scripts , success will follow because you know what to expect during your calls. By all outward appearances you will have easy going conversations. The script will become second nature to you – so much so that your cold calls are seemingly effortless.

But make no mistake, the call has a definite pattern and is most certainly scripted.

In a way developing solid cold call scripts is a lot like eating with chop sticks. You try the words/sticks; you fumble, stumble, and miss the goal. Then, the steps to success become more clear. Soon you are eating seemingly effortlessly – but make no mistake, miss one step and the whole meal can end up in your lap.

A cold call is no different. Figure out the scripted steps and soon your calls appear to the casual observer as though you are having an effortless conversation – but make no mistake, miss one step and the door to the decision-maker’s office will close forever.

You will need at minimum of three scripts for the three different audiences you can expect to encounter: one each for conversations with Receptionists; Executive Assistants; and Executives. Each of these groups of professionals expects and demands three entirely different conversations.

A receptionist only has time for bare minimum information. The information you give is used to route your call to the right place as determined by the receptionist. If you use the correct code you will be immediately connected to where you want to go. If on the other hand you use the wrong code you will find yourself in voice mail jail wondering how you got there.

An Executive Assistant is a professional who is counted upon to manage the time of the decision maker. When you call this person the winning combination includes brevity; bottom line language – such as the words found on a Balance Sheet – and a clear statement of what you want. If you make the mistake of slipping into a selling mode the Executive Assistant decide that you do not belong.

Reach the Executive-Level decision-maker and you’d best know what you can do for his/her business and be able to convey that contribution in three sentences or less.

As you craft your effective cold calling script, make sure you have a strong opening; a few good questions in mind to use to keep the conversation going; and a strong close.

Recommended Resources

Cold Calling Techniques: That Really Work
Secrets to scheduling the executive-level sales call: How to win over the million-dollar decision maker

Related Articles

Sample Cold Calling Script; Closing Lines That Work
Phone Scripts: The Winning Structure
Effective Cold Calling is Found in These Easy Steps

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