10 Tips On How To Create A Successful Cold Calling Script
You know you have a great product with a ton of great information. The problem is you don’t have enough information about what is going on in your prospect’s environment. The worst thing you can do is relay information that means nothing to them and end the conversation before it even begins. The goal is to successfully engage in conversation, identify what is going on in their environment, and learn about the challenges they face that you may be able to resolve. From there, you can focus specifically on the information that your prospect is interested in.
Here are some tips to create a successful “cold calling” script.
The Introduction:
1) Introduction: Introduce yourself and your company - you wouldn’t call a friend of a friend and start rattling off questions without a quick explanation of who you are. Add a referral whenever possible to make the introduction process even better!
2) Verify: Verify they are the best person to speak with. Before you start conversation, make sure you have the right person on the phone. You will earn more credibility.
3) The purpose of your call: Be honest. Let them know that you are calling to learn more about their environment.
4) Transition question: Your transition question should be designed to be compelling – meaning it should get your prospect talking about challenges within their environment. This question should be vague, never leaving the opportunity for a “yes” “no” response. Once the conversation has started and you have them talking, this will easily guide you to qualifying the prospect.
Product Information:
5) What We Do Statement: Always be prepared with a very brief “what we do” statement. This statement should have all sales/marketing jargon removed. Sometimes it helps me to think about how I would explain my product/service to a friend. The trick is to keep it simple!
6) Time Savings Statement: How does your product/service save time?
7) Cost Savings Statement: How does your product/service reduce costs?
8) Impact on Business Statement: What is the impact on business with your product/service?
Probing Questions:
9) A set of questions designed to get your prospect talking about pains and needs they are facing is critical. The trick is to stay on the offense of the conversation. Always be prepared with your next question and identify their pains as soon as possible.
Qualification Questions:
10) These questions should be designed to help you to qualify a good prospect. List out all the questions that help you to verify your prospect is a good fit for your solution. The more that is outlined about their environment in the initial conversation, the more successful the next call will be.
Give these a try and let me know how it goes. I would also love to hear about other techniques that have had good results.