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How to Create Your Own Sales Cold Calling Scripts - Mailshake
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With defined your pre-call process, it’s time to consider the various elements that go into a successful sales script. “Broadly, keep in mind what your prospect wants to hear when you cold call them. Tell them who you are and what you want, and use this to frame the script.” Identify yourself and why you’re calling (fast)
What’s the goal of your call? “Start by defining the goal of your cold call. Most likely, it’ll be to secure an appointment – whether that’s an in-person meeting, a Zoom video conference, or a more in-depth phone call.” Equally, Wendy notes, it’s important to define what doesn’tqualify as an appointment. “One of the things that it doesn’t mean is that you’re getting your prospect’s agreement to dump their vendor and hire you. You’re not asking them to make a buying decision or a hiring decision.”
Start by defining the goal of your cold call. Most likely, it’ll be to secure an appointment – whether that’s an in-person meeting, a Zoom video conference, or a more in-depth phone call. “One of the things that it doesn’t mean is that you’re getting your prospect’s agreement to dump their vendor and hire you. You’re not asking them to make a buying decision or a hiring decision.” Consciously or not, salespeople often make the mistake of using overly salesy language on an introductory cold call.
Pre-call Prep “You probably don’t pick a new restaurant without doing some research first, right? So why would you do one of your most important business-building tasks without doing some prep work first? The answer is, you shouldn’t.” What’s the goal of your call?
Instead, it’s about giving them the tools they need to have consistently valuable discussions with prospects. Tom Brady might be the best quarterback of all time, but he doesn’t just invent his plays off the cuff – they’re drilled into him through hundreds of hours on the training field. “But if you think before you speak, that is a script.” After all, every sales rep has a go-to introduction, or an elevator pitch they come back to time and again. And they’ll have standard responses to common questions. So in essence, they already have a script – all you’re doing is making it better.
But that’s simply not the point of creating a sales script. This isn’t about transforming your salespeople into a bunch of unthinking robots, churning out the same conversations over and over again. “Instead, it’s about giving them the tools they need to have consistently valuable discussions with prospects.” As Wendy Weiss puts it: “A lot of people will say ‘I can’t use a script, I can’t be myself, it’s phony’. But if you think before you speak, that is a script.”
You might think cold calling scripts just aren’t for you. That they’ll stifle your team’s natural creativity and ability to think “on the fly.” “But that’s simply not the point of creating a sales script. This isn’t about transforming your salespeople into a bunch of unthinking robots, churning out the same conversations over and over again.” Instead, it’s about giving them the tools they need to have consistently valuable discussions with prospects. Tom Brady might be the best quarterback of all time, but he doesn’t just invent his plays off the cuff – they’re drilled into him through hundreds of hours on the training field.
What’s the goal of your call? “Start by defining the goal of your cold call. Most likely, it’ll be to secure an appointment – whether that’s an in-person meeting, a Zoom video conference, or a more in-depth phone call.” Equally, Wendy notes, it’s important to define what doesn’tqualify as an appointment. “One of the things that it doesn’t mean is that you’re getting your prospect’s agreement to dump their vendor and hire you. You’re not asking them to make a buying decision or a hiring decision.”
Start by defining the goal of your cold call. Most likely, it’ll be to secure an appointment – whether that’s an in-person meeting, a Zoom video conference, or a more in-depth phone call. “One of the things that it doesn’t mean is that you’re getting your prospect’s agreement to dump their vendor and hire you. You’re not asking them to make a buying decision or a hiring decision.” Consciously or not, salespeople often make the mistake of using overly salesy language on an introductory cold call.
But that’s simply not the point of creating a sales script. This isn’t about transforming your salespeople into a bunch of unthinking robots, churning out the same conversations over and over again. “Instead, it’s about giving them the tools they need to have consistently valuable discussions with prospects.” As Wendy Weiss puts it: “A lot of people will say ‘I can’t use a script, I can’t be myself, it’s phony’. But if you think before you speak, that is a script.”
You might think cold calling scripts just aren’t for you. That they’ll stifle your team’s natural creativity and ability to think “on the fly.” “But that’s simply not the point of creating a sales script. This isn’t about transforming your salespeople into a bunch of unthinking robots, churning out the same conversations over and over again.” Instead, it’s about giving them the tools they need to have consistently valuable discussions with prospects. Tom Brady might be the best quarterback of all time, but he doesn’t just invent his plays off the cuff – they’re drilled into him through hundreds of hours on the training field.
What are your goals for this quarter? “What problem are you attempting to solve?” What would a successful outcome look like?
Acknowledge customer objections “A value statement doesn’t list your product’s features. Instead, it demonstrates how one of your product’s benefits solves a challenge or pain point the prospect faces.” Some common objections you’ll hear are: “Are you a telemarketer?” or “Is this a sales call?” In response, you can either:
What problem do we solve? “Why do I believe this prospect has this problem?” Why do I believe this prospect wants to solve this problem?
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