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How to Build a Cold Calling Script (Step-By-Step) - Sales Insights Lab
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Cold calling without a script leads to haphazard, ineffective calls. In fact,having a rock-solid cold calling script is so transformative, it canimprove the effectiveness of your cold calls a ten times over. Seriously. “If it helps, you can think of your cold calling script as more of a template or structure. Either way,you absolutely need to use one.” In this video, I’m going to show youexactly how to build a cold calling script—step by step. Check it out:
Common challenges are key to crafting a truly engaging cold calling script. “Now you need to mention some common challenges you see in the prospect’s industry space.” Here’s what this part might sound like, “George, typically with companies like yours, I’m seeing a lot of clients that are dealing with Challenge 1, Challenge 2, and Challenge 3. Do any of those ring true for you?”
What department are they in? How many people work at their company? Where is the prospect located? Where did they go to college? These little points of insight make a huge difference when it comes to cold calls. “Build a cold calling script that prompts you to fill in those little bits of personalized information prior to each call so you can show you did your homework.” Cold Calling Script Step #6: Note common challenges.
Cold calling without a script leads to haphazard, ineffective calls. In fact,having a rock-solid cold calling script is so transformative, it canimprove the effectiveness of your cold calls a ten times over. Seriously. “If it helps, you can think of your cold calling script as more of a template or structure. Either way,you absolutely need to use one.” In this video, I’m going to show youexactly how to build a cold calling script—step by step. Check it out:
You’re probably thinking, “Wait—isn’t this all about how to build a scriptfor cold calls?” Yes, it is. But I’m not talking about the cold calls you’re probably familiar with. “Typical cold calls are freezing-cold calls made to random people on random days, with a random approach.” Your new process should replace freezing-cold calls with prospecting calls that are part of a campaign. What you want to do is follow a systematic prospecting campaign where calls are part of the process—but you’re also sending emails, making Linkedin requests, sending packages, sending letters, and leaving voicemails.
You’re probably thinking, “Wait—isn’t this all about how to build a scriptfor cold calls?” Yes, it is. But I’m not talking about the cold calls you’re probably familiar with. “These calls are very unlikely to be successful, no matter what script you use.” Your new process should replace freezing-cold calls with prospecting calls that are part of a campaign. What you want to do is follow a systematic prospecting campaign where calls are part of the process—but you’re also sending emails, making Linkedin requests, sending packages, sending letters, and leaving voicemails.
Cold Calling Script Step #3: Pattern interrupt constantly. “I call this “pattern interrupt” and it means interrupting the normal salesperson-prospect pattern that prospects have grown to dread.” Prospects have fine-tuned radar when it comes to avoiding sales calls and getting off the phone with salespeople. To slip under their radar and get them to have a real conversation with you, you need to constantly break the pattern they expect.
Prospects have fine-tuned radar when it comes to avoiding sales calls and getting off the phone with salespeople. To slip under their radar and get them to have a real conversation with you, you need to constantly break the pattern they expect. “One great strategy is to start off your cold calling script with a greeting the prospect won’t expect.” Instead, use a soft, calm tone that doesn’t give away the fact that you’re a salesperson. Say something that breaks the pattern such as, “Hey, George, how have you been?”
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