Successful cold outreach starts with a few things: Accurate prospecting. Good technology.
And of course, a cold calling script that delivers.
Yes, what you say and how you say it is extremely important. It determines whether a prospect stays on the line or hangs up before you finish your first sentence. In phone sales, that margin is razor thin.
The question is: How do you write a script that fits you, your audience, and your goals?
Your phone sales script should capture a few basic essentials: your value proposition, common objections and rebuttals, and a path to conversion.
Your script should also be built to be memorized and internalized. Prospects can tell when a caller reads from a script word-for-word, and that inspires more eyerolls than confidence.
It should never be used as a crutch, but instead, as a framework to ensure that the seller doesn’t run out of ideas, get lost during the call, or lose control of the conversation.
Now, we know that writing a proper phone sales script takes time. It may also need various iterations until you can identify what’s really working. But the payoff is real. Your calls will feel different, more professional. Your prospects will especially notice the difference.
If you want to improve your approach but aren’t sure where to begin, the tips below are a great starting point.
What is the structure of a good cold calling script?
A cold calling script, when properly structured, includes four core parts:
1. The Greeting
The greeting is crucial because it can determine whether the call ends before it even starts, or if you’ll be allowed to continue. If you can, use the name or job function of the person you need to speak with to get through gatekeepers.
Before you start to pitch, make sure you’re speaking to the right person. They should understand clearly who you are, where you’re calling from, and the purpose of your call. It’ll save you from spending time on selling, only to find out later that you still need to reach a decision-maker.
Make your pitch brief and concise. Adapt it to the person on the other end. Be personable, but don’t spend too much time on small talk about the weather or what kind of day everyone’s having. Small talk is great, but too much can take away from learning if your offer can actually help your prospect.
2. The Introduction
Describe yourself briefly, adding at least one statement to confirm your brand name and what your company does. To make your pitch more exciting, use a benefit to explain your brand instead of a generic sentence that describes what you do, like “We’re a design company.”
Here’s an example to clarify further:
“My name is Evan Ford, and I work for Brad & Jones. We help Airbnb hosts keep their properties booked through well-appointed design and photos.”
Also, tell your prospect why you’re calling:
“I’m calling to see if we can set up a time to discuss ways to decrease your vacancy rates and boost reviews.”
3. Description of Your Offer
This is where most cold calling scripts either succeed or fail. Speak about how your product will help your prospect.
In addition to being prepared for questions, you’ll also need to be ready to meet resistance. Ensure that you can address any concerns in a supportive and convincing way.
By the same token, your script should help you clarify who’s a good fit for your offering and who is not. If you realize the prospect is not a fit, politely acknowledge that fact or inform them, then wrap it up.
4. Conversion / Booking an Appointment
This part of the conversation will include your call to action. It should be persuasive and clear. Success needs to be clearly defined, and the script should set the stage for achieving it.
These are the four main parts that need to be included in your cold calling script. Next, we’re going to discuss the aspect of your script that focuses less on the structure and more on making a connection with the person on the other end.
Writing a Cold Calling Script That Converts: E.Q. Tips
While the flow of the conversation should be well-planned, having a meaningful conversation is also a must. Here are some questions to ask as you review your script:
Is It Engaging?
Is the prospect involved in the conversation, or are you doing most of the talking? You’ll save time and resources when you give your sales prospect the ability to engage with you and provide honest feedback.
For instance, after your introduction, ask the prospect if it’s something they’re interested in. If the prospect’s answer is yes, follow up with a couple of qualifying questions. If not, ask open-ended questions to understand why not, take notes, and inform your strategy.
Does It Explain Next Steps?
A prospect is likely to listen to you longer when it’s clear where the conversation is going. If your goal isn’t clear, you’ll lose their attention fast. Do you want to book an appointment? Get their email address? Buy today? Whatever your ask is, be direct. Then disclose what will happen once they’ve agreed.
By sharing what will happen next and then following through, you’re setting expectations and building trust.
Is It Relatable?
Do your talking points address your audience and their needs appropriately? A few minutes of research on the company and the individual prospects will make your call sound a lot less random.
Review the company’s history and its values on its website. Check out their social media pages. Use software tools that speed up the research process by consolidating business data like company expansions, funding, mergers, and other important details.
Does It Provide Proof?
What are you saying to convince buyers to work with you? Are you making vague statements or generalizing, or are you providing concrete information about your abilities?
Knowing your industry and theirs can prepare you to stand out among competitors.
Testimonials and case studies can also connect your service with the challenge your prospect is currently facing.
Does It Mention Referrals?
A prospect will be more interested in your offer when you mention your referral source. It’ll prompt them to check in with the referrer to ask what it was like working with you. Since the referrer felt the prospect would be interested in your product or service, they’ll be inclined to naturally sell on your behalf. This can play a positive part in influencing your prospect to consider your offer.
You can also ask your prospect for referrals in case they know someone else who might need your help.
Final Thoughts
For a cold caller, it’s disheartening to realize they’re missing the tools to approach conversations the right way. A good cold calling script prevents that from happening and turns more connected calls into opportunities.
Are you ready to give your cold calling script some extra love?
What steps will you take to ensure your script is built to help you meet your objectives?
SEE RELATED: 5 Early Warning Signs Your Prospects Aren’t Interested
