Cold calling is the technique in which a potential customer is contacted without any prior interaction with the salesperson. Cold calls are an immensely effective tool for outreach and closing deals. Writing a cold calling script is challenging enough, but knowing how to write a cold calling script that is personalized according to your business and customers is nearly impossible. Fortunately, we’ve got you covered in this regard. Create your cold-calling sales scripts that actually work for closing deals.
Cold calling is not you calling some prospects and winging the sales pitch. It’s all about planning and execution. So, before calling your leads you need to do some prep work first.
You need to start by defining the goal of your sales call. This goal is to usually secure an appointment. Oftentimes, salespeople make it seem like they are asking for the buyer to immediately make a buying or a hiring decision. The prospects are usually not willing to do that in a 5-minute call. What you have to do is conspicuously state in your cold calling sales script that you are not here for their decision on whether they want to buy your product or hire you or not, you’re here to secure an appointment that will bring you closer to the sale.
You can’t call everyone and anyone. This will just lead to wasting your time and effort. So, to cherry-pick who you’ll call, you need to identify 2-3 verticals to target. Identify your best customers, the ones you’ve had the most success cold calling, and look for common attributes in them. Take finance and banking as an example. You could pick these two as your targeted verticals. Your verticals could also be hospitality and retail. If you target the right verticals, you’ll attract more suitable leads that will potentially lead to more customers.
As now you know who your potential customers are, start building a list of prospects before you start to create cold calling sales scripts. LinkedIn is the perfect tool that can help you with identifying your prospects from a myriad of search options. Search according to industry, location, job title, mutual connections, and everything you need to identify your target leads.
Also, before preparing your prospect list, keep in mind these 3 questions,
Remember that, some prospects might have the same problem that you solve, but if they are not interested in solving the said problem, you can’t count them as prospects.
Now, this step might be time-consuming and you’d rather go off calling a bunch of prospects. But trust us, a little bit of research can push your success rate to a whole different level.
When you’re on LinkedIn, search for the following things of your prospect to personalize your approach.
Now let’s get into exactly how to create cold-calling sales scripts that are personalized for your prospects.
As we’ve said in the beginning, having a cold calling script does not mean you will copy the entire thing in your cold call. When you write a monologue, paragraph after paragraph, you’re doing exactly that. The reasons why you shouldn’t write a monologue is because:
Your prospect is likely a very busy person. So try to introduce yourself fast in the first 10 seconds of your cold-calling sales script. But make sure it’s not too fast. If you start with, ‘Hello, this is ---- from ------’ and the prospect goes ‘What, you’re who?’, it’s game over already. Give your prospect a little time to analyze the situation. Then move straight to the main purpose of your call. An average person speaks 13o words per minute, so you should have approximately 20-30 words to speak your purpose. remember that, your purpose is to form a bond with the prospect.
Here are some ways to inform the best possible opener:
Research about what your prospects’ major pain points are and how your company can alleviate them. Also, mention to them how your company solved these very pain points of other companies that your prospects are facing. Here is an example. Suppose our prospect is having issues with managing their emails for outreach. OutreachBin is an email sending software that’ll alleviate this problem. Our prospects can hyper-personalize hundreds of emails, automatically close sales without ever missing a follow-up, increase deliverability, and save time by automating their entire email game through OutreachBin. So, once we explain to them the value of our product and how effectively it can overcome their pain points, they will surely want to move forward.
Provide them examples of how your company performed before with other clients and establish rapport. Ask them if they want to replicate the same success for their company.
By breaking down the cold calling sales script into sections, you’ll be able to better focus on your script. As you can jump from one section to another and not go through the script beginning to end, you will be able to adjust to any circumstances that the prospect throws at you. You can create a basic outline of your pitch like this:
The key takeaway of this is to break down your speech into several sections and then pitch it.
Now that you’ve broken down your script into several sections, write it down in bold letters as bullet points. What that would do is grab your attention when you’re in the call to make sure that you aren’t missing a section, as opposed to huge paragraphs that are hard to read and get a hold of.
Also, it’s very easy to take those bullet points and speak about them in your own words. This lets the conversation flow smoothly and makes you sound natural.
It also makes it easier to memorize the script. Because we all know it is way easier to memorize bullet points than huge paragraphs.
Here are some common takeaways:
Provide solutions on how your product would alleviate their common issues. In this stage, speak to them like a human being, with user-friendly, jargon-free terms so that it’s easy for them to understand.
Provide them with specific credentials with examples of how your products helped clients like your prospect in the past. Prospects don’t buy vague terms. The examples that you provide to them only belong to you and that’s why they’re very powerful. Speak 2-3 sentences in this regard.
Now, keep the ending simple. If your prospect is still talking to you at this point, he/she will likely agree with your proposal to arrange a meeting. If they agree to solve their problem with your product, ask them to set aside a time for this and arrange an appointment.
This stage could go either of two ways:
It’s a win-win situation either way.