How to Build a Cold Call Script that Works!

the following is a training video on how to build a cold call script that works in this training module we're gonna bring in some of the concepts discussed in other training modules and we begin with talking about some core concepts it all begins with understanding the prospect to really be good at cold calling you need to understand what's going on on the other side of the phone if you're calling business to business it's good to assume that the prospect is extremely busy when you're trying to reach them the reason why is they're at work right and if they're at work they're working the other thing to keep in mind is that they get a lot of sales calls not only do they get calls probably from your competitors but they also get calls from companies that have nothing to do with you if you're calling a decision-maker there are a number of different sales people that are trying to reach them to sell their products they also get a lot of other calls as well they might get internal calls from people needing stuff approved or needing their their decision on internal projects also keep in mind that once you do finally get someone on the phone they're likely not in a buying mode for what you're trying to sell you might think that they should be but the reality is is that if they're sitting at their desk they answer the phone they're not sitting there before they answer your call thinking I wish someone would call me or where can I find more information about the product you sell that's not a an issue or something for you to be concerned about it's more something for you to be aware of in addition the prospect will and typically answer the phone with their guard at a medium level as soon as they don't recognize who you are if they don't know exactly why you're calling and they're gonna put their guard at a medium level because they they might think you're about to start to take their time or be a disruption everything you say and do will make their guard go either go up or go down or stay at the same level everything that we're going to teach you is small things that you can do to either to for sure not trigger more guard that guardedness at a minimum you want to keep their guard at a where it is but they're all also some things you can do to decrease their guard and a lot of that starts with doing everything you can to not sound like a salesperson I mentioned that these prospects get a lot of sales calls and because of that they they get approached all day long so if you start to sound like a salesperson one you're gonna start to sound like another salesperson two they're gonna become a bit guarded with you the other thing is that people just don't really enjoy being sold to you know we don't mind buying stuff you know on the weekends we might go out with our families and go to the malls and make big purchases we don't mind spending money especially if it's something that's gonna be exciting and for a business person something exciting might be something that helps them to save money or make more money or make things easier so prospects do enjoy buying from you but no one really enjoys being sold to by a salesperson as a result you want to do everything you can to not sound like a salesperson everything that we're gonna talk about here in this module as well as our other modules will help you to do that this is extremely important early in a call you know if you start to sound a little sales EE or you know a little pitchy or try to go for the clothes at some point in the call that could be okay what you don't want to do is sound like a salesperson right out of the gate one way to do this is to minimize the product jargon you know a lot of salespeople might begin a call introducing themselves the company they work for and start to talk about the product right this screams I'm a salesperson and I want to try to sell to you another thing you can do is just try to use real conversational language you know a lot of salespeople try to get very fancy using big words or big marketing blurbs or in their script you know try to build a script that has just very simple language that people use every day a big thing that you can do to immediately improve your results is shift to folk towards focusing on the right goal and I'm gonna explain this but just keep in mind this is something that we can easily forget and something that even I have to remind myself every day to be clear when I say the right goal keep in mind you have an ultimate goal and the ultimate goal is to sell your product get a new client right but you always have an immediate goal and if you're cold calling your immediate goal is likely something different than your ultimate goal unless you sell something that's a one call close you're gonna sign them up right on that cold call which which sometimes happens but in most b2b cold calling it that that's not the case and if that's not the case your immediate goal might be something else and this diagram here kind of outlines what some of the common steps that a salesperson might go through so you hit your initial contact is gonna be that coke on this is gonna be two to five minutes that's not enough time to sell your product or service what you should sell is the next step in your process which might be just simply to have a conversation and in reality you could have that conversation right there at the same time of the coke call but for me personally I want to actually sell them on that and you might do that if you're gonna do that all on the same call I might do that by saying something like this hey you know if you have ten minutes we can talk about it now right and so if they agree then you've closed them and you've moved on to that first conversation right at the same time of the cold call but me personally I like to schedule meetings and schedule appointments on another day and this can vary depending on what you sell doing it on another day you can put it on their calendar you can lock in some time you can get more of their attention other than just sort of plowing through when they've answered your call and they really don't have on their calendar weren't expecting it but the key takeaway here is is always stay focused on selling the appointment selling the conversation and get away from falling into the trap of I'm trying to sell this product an example of how this can help you is responding to objections if someone says I'm not interested or we don't have any budget to spend right now those are good objections for them not to buy your product those aren't good objections for them not to move to the next step for them to have a conversation because if they don't have budget right now well we could still meet and and I wouldn't say it that way but I might say so wait some way like this well I understand that you don't have a budget set aside for this and I'm not trying to sell you anything right now what we want to do is open the dialogue between our two companies and and I we won't spend a ton of time so we and we know what we won't have the expectation that you're gonna buy but then down the road when you're ready to make a decision you'll have all the information you need from us so you know are you available for a brief conversation so it's being able to really remember that objection response and have that frame of mind what enables that is always staying on the right goal which is not selling the product by selling the meeting 8020 rule so in a cold call if you're doing true cold calling we believe 80% of the cold call should be spent on the prospect and 20% on you most salespeople fall in the trap of 80% on me and 20% on you which means I'm going to talk about my company I'm going to talk to you try to talk about what my products do and I'm trying gonna try to make you interested and then I'm gonna try to close you and when I try to close you it might involve 20% on you that's your natural instinct we flip that so 80% of the conversation on the prospect and then just 20% on you just because remember we're not trying to sell the product so we don't need to spend a whole lot of time on us we need just to spend enough time on us that we can close for the meeting and so that's kind of what we recommend in our scripts and we'll show you how that works we like to recommend to minimize traditional rapport building practices for example I get cold I got cold called yesterday and someone said hey how are you doing today he said that before even introducing his name and then I said I'm doing well how are you and he said I'm doing fine Here I am saying exchanging cordial cordial questions with someone I don't even know who they are right now what an empty gesture is that it you know I don't even know who it is and I'm asking how they're doing how fake are both of us being at that point right he's starting to waste my time and it's a fake empty gesture it's a step back in my opinion don't ask if you're doing cold calling don't ask someone how they're doing it's cheesy it's a salesy it's it's like you're trying to manufacture a rapport and and I remove I would remove it from your cold call script now I will say this if you've talked with someone as little as one time you can add in the how are you doing today because then you at least know each other you've spoken for five minutes then you can add how are you doing today because it's not empty at that point if you're strangers cold-calling take it out what and what I do is I'll replace out with another question which will talking about in a minute which will and will just totally flip that part of the conversation and what I do is I flip it getting to the next subject here confirming availability I replace how are you doing with have I caught you in the middle of anything it's a set it goes at the same place in the in the call script it's at the very beginning and I go from being a cheesy salesperson take being starting to take your time to being a respectful someone who is be is respecting your time and you would be surprised how this question disarms people and if you phrase it in this way it almost sounds like they know you or something like oh yeah this is Michael helper I'm calling from sale scripture hey have I caught you in the middle of anything right now it sounds like we already know each other you there's like this familiarity implied now that's different from are you what I don't recommend when you're confirming availability as I hear this all the time are you bit are you busy right now so we know that they're busy so you don't need to ask that and also if I ask if you're busy that's kind of coming from a low value low self-esteem type of position because it's saying you are you you you might be have more important things going on on your side than my product you know and so that's a very weak frame of mind and that's when you're when you present yourself as being weak at the early part of a call that can be detrimental so don't say are you busy don't say have I caught you at a bad time that's fairly fairly negative if anything changed that to have it caught you had a good time but I just always start I always say have I caught you in the middle of anything in and we have a call center that may you know makes thousands of calls and we listen to them and every one of them has that question if it's a cold call and it's amazing how disarming it is another tactic that we use in our cold call scripts is we will often pepper in at the early part a soft disqualify statement and and to disqualify the prospect is to express doubt that they're the right fit and there's certain times to do that sometimes when you're trying to close the prospect if they're not giving you if they're sitting on the fence we have a whole module on how to use it as a true sales tactic it is a bit advanced but you can add a soft disqualify statement at the beginning of your call to disarm the prospect and so it goes something like this you know you might say your value statement I help sales leaders to to train their sales employees much quicker but you know what I don't know if we're a good fit for what you guys do and so I I give them some value and then I take it away and that says it's the exact opposite of what the pushy salesperson does so you'd be surprised how that one statement at early in a call can really help and I'll show you that in an example I'm really big on name dropping so if you can name drop any internal context in your cold call script that you can so you might have your script written out but then if you can add in the began to it in the beginning oh yeah you know I've already spoken with Tom white in accounting and and so I thought I'd reach out to you anytime you can mention other names or other names of other clients that can be very powerful I mentioned an objection earlier about I'm not interested or we don't have budget your cold call script should include some responses to objections you're gonna run into the same objections again and again and it's it it's really a short list it's only about ten five to ten objections that you're going to consistently face so write those out on a piece of paper on your at the bottom of your script and prepare what you should say to those to get around those and we have a module that talks all about that I've looked at a lot as cold call scripts because a lot of people come to us needing help and their scripts often look like something like this image here which is a long page a paragraph after paragraph and the key takeaway here is well first of all and and then also a lot of people say well I don't like scripts because they're they don't make you sound good you know if you're reading from a script you don't make a good rushon and and so scripts aren't good and our business is producing messaging and scripts and sales tools like that so even with that being the case I'm gonna actually agree with that person if you're reading from a script it doesn't make a good impression and it doesn't sound good and you shouldn't do it we don't believe in creating scripts that you read from we believe in being proving your sales results by being prepared and by being prepared it means having an organized document with what you should say and ask and so not reading from it but using it as a guide and so when you create scripts like here this image here which is just a long page of Parros there's a couple issues here one is it's a bit hard to digest you know you you they're the only way to use a tool like this is to memorize it which can be difficult it's not flexible you usually end up doing most of the talking and you don't sound good that's why we what we create is well what we call Co call blueprints so it's more of an outline a framework with sections that are modular and you can go to whatever section you think is appropriate at whatever point in the call this becomes something that's easier to learn you can add your own style and you can sound better and you can be more prepared than being more scripted I'm gonna actually go through an example of a cold call blueprint and so you see on the left there there those are all some of the main sections of a blueprint one thing I also want to point out so if you you and I you sell something different than I sell and we can use the same blueprint and have an self totally different products and I want to give you an analogy here it's like if you look at the blueprint of a home you might be you might drive through a neighborhood that has homes built using the exact same blueprint but they actually look fairly different especially when you go inside they're decorated different on the inside there they have a slightly different design decor on the inside and outside so they look very different but they use the same framework right we can do that and the way that our scripts differ is we use the same flow and same sections but what you put inside your sections are different from what I put inside mine and the other thing about a blueprint let's say we're gonna give a tour of a home we can go through the blueprint in different orders different depending on our personal style of how we like to give a tour we also could make me change directions of the tour depending on what the people that we're giving the tour say you know they might say well is there a game room or and you might jump straight to the game room right so that's how this Cole called blueprint works you can bounce around depending on either your personal style or depending on what the prospect says and so let me give you an example of how that works of course you talked to gatekeepers a lot when you're cold calling so there's an introduction there then you know some you know you then you may progress to the target prospect and as I have some sample information here hello Mary this is Michael helper calling from sales scripture have I caught you in the middle of anything at which point she's either gonna say no and I can respond with okay well I could be really brief or I could call you back at another time which do you prefer but if she says yes I'm okay or if she says what's the thing in regards to then I can move on to telling her my attention-grabbing statement which is really the purpose of the call hey well the and so there's three options here you wouldn't go through each of these you would pick one but you could either give her your value statement give her some pain examples give a name drop but hey the reason why I'm calling is that we help sales managers to make it easy for their sales resources to always know what to say and ask when their prospecting so there's an example of a value statement from there we can progress if we want you this is optional to a disqualify statement hey you know but I actually don't know if you need what we provide so I was just calling you with a question or two and you would say a question or two if you you progress to the pre-qualifying question so you see some arrows here we could actually go in three different directions after we say something like hey I don't know for a good fit for you so we could eat go to some pre qualifying questions we could go to the common pain points or we could go to building interest points the building interest points yield is our the interest points about us so that's where we talk about us and you'll notice that's right above the clothes you could use this blueprint to do even though you see a bunch of sections here you could do the quick clothes which the quick clothes look looks like this you know and married the reason why I'm reaching out to you is you know we helped strike tech to to improve their sales employee onboarding and decrease their sales staff turnover but I don't know if we can help you in the same way and that's why I was reaching out sales scripter it's a web-based sales training solution and also sales methodology solution so I'm talking about myself here I'm in the building interest section but I've called you out of the blue so I don't want to take any more of your time what I'd like to do is put ten to fifteen minutes on your calendar next week and I'll call you back and I can talk to you a little bit more about how what we work and I can learn a little bit more about your challenges and we can determine if it really makes sense to talk in more detail can I put ten minutes on your calendar next week so that's the quick close and that's jumping straight ahead to the building interest points but if you wanted to kind of be a little bit more indirect and not go for the quick close what we really like to do is to prequalify the prospect maybe I don't want to put ten minutes on their calendar next week because if I don't know if they have some of the problems that I can fix because you know what I'm a pretty busy guy I don't just put 10 – I don't put half-an-hour on anybody's calendar so I'm not just saying that talking about myself I'm saying that's a good frame of mind for anybody to have even if your calendar is wide open and you have no appointments you should have that frame of mind because you know what you could instead of spending 30 minutes with somebody doesn't fit well you could spend that 30 minutes making prospecting calls to find prospects that do so I really believe in asking some pre-qualifying question so I might say something like hey you know I don't know if we're a good fit for you that's why I was calling with a question or two if I could ask you real quick do you feel like it's challenging to get new sales hires ramped up and performing and so then they talked a little bit now they're this this pain this question is tied to a pain point that I resolve and as your question should be tied to a pain point that you fix so if I get an answer here that detects the slightest possibility of pain I could go for the close right then so if she says yeah you know I mean it takes a while to get people ramped up and performing then I could progress to building interest points which is to say oh well great that's why I'm reaching out to you because as I mentioned I'm with a company called Sales scripter and we actually have a solution that can drop new higher ramp up training by 50% and but you know what it's it's a bit of a conversation and I want to learn more about you and will but in order to show you exactly what I want you need to see so can I put ten minutes can I put twenty to thirty minutes on your counter next week so what the flow there was I asked only one question and then I went for the close it's what that's what we call a ding-ding-ding moment if you ask a sort of either yes or no we're open into question you might get an answer that somewhere around a no for detection of pain or you could get a yes but you could also get something in the middle which is like a maybe so if you get a maybe or a yes that's a ding ding ding moment and you can go for the close and then you redirect to your building interest points and then go for the close but let's say we get a no well then we just move on to question number two oh okay yeah I see hey well are your resources using any type of script or sales tools that help them with knowing what to say and ask and so maybe we get the ding ding ding moment there maybe we don't if we don't we move on to question three but let's say we get through all of our questions and we really don't get anything to work with then sort of our last-ditch effort is just to give them the pain points that we're looking for right so our questions didn't work that week we got a bunch of nose so then we say ok well well Mary when I talk with another lot of other sales managers such as yourself they often say that it takes a long time to do this and that it's difficult to do that and that sales resources are doing this ok and and those are often big challenges am i hearing you correctly that you don't have any of those or can you relate to any of those and so we're at this point we're just giving them the exact problems and they can either say yes no maybe right and if they say no we don't have any of that we're pretty good and if you've developed the right pain points then that not might be might be someone you sure to meet with right you can kind of take them off their your list and you might say something like oh well you know what you know well let me just say you could still go for the clothes but the probably the best thing to do is to say something like well you know what Mary it sounds like you guys are doing pretty good over there so I'm probably not gonna try to put any time on your counter maybe I might check in with you next year or so but um and you know but and so you kind of you disqualify them maybe you fully disqualified not soft disqualify or you can still go for the clothes if you get a uh yeah well one of those or whatever then you can progress to the building interest points which is hey well great you know that's see that's why I'm calling you we should meet and you could talk about yourself so I'm a firm believer in there you know when you do talk about yourself which we want you to do sort of at the right time don't just talk about your products and what they do talk about the value that they offer talk about the ROI name-drop talk about how they differ and so then you can progress to the close now notice when you get to the close this isn't necessarily always the end there's some arrows that go back up so if you go for the clothes and they say I'm not ready to commit to a meeting or if they say now I'm okay I'm not interested or whatever then you could go back up go back up and ask a couple questions maybe you maybe you asked one question and then you went for the clothes and you couldn't close well go back up and ask question number two you know some mary says nah that's okay I I don't have I can't fit that in my counter okay well you know Mary it I'm asking another question are you concerned about blah blah blah right and so I've gone back up to the pre qualifying questions maybe I've already asked all my qualifying pre qualifying questions so then I might go back up and go to the pain points if I haven't shared those yet you know maybe I might say okay well you know I hear that you said you you don't have time to meet do you have any of these challenges and if you do you know are you sure it doesn't make sense to meet at all maybe you okay maybe next week it doesn't make sense but we could put something on the calendar for a month out you know I'm we're not going anywhere and neither are you so we could just pencil something if you have any of these pain points so you kind of go back up to the pain points to continue to try to move forward so if you like that now we at sill scripture we have a software solution but you don't need to purchase from us you could do all of that with a Word document or Excel spreadsheet here's what you need to do you need to start start out by figuring out your value statement what's the key value that you offer figure out the pain points that you helped to fix based on those pain points produce some pre-qualifying questions that look for those pain points develop some building interest points that communicate real quickly the best things about what you have to offer and an optional step is to develop a name-drop example of another customer that you've worked with and helped if you have all that you could fill in those sections of the blueprint and create that for yourself now if you do like all that and you you want kind of a simpler way to go sales script or can make that process easier for you and it'll basically walk you through identifying all of those key things you know what are you trying to sell how does it help in terms of your value what problems do you fix in terms of pain points what questions should you ask to determine if those pain points exist it'll take you through this workflow to extract all those most powerful details and as you enter those into sales scripture it basically links all those information plugs all those details into a library of scripts and documents so you basically will get your sales script or will provide you with your cold call blueprint in actually a number of different versions sell scripture will also provide you with an interface that you can use to to go through each section of the blueprint and navigate so you saw on the blueprint you can bounce around and go from one section to another not necessarily in a straight you know from top to bottom well this tool kind of helps you to go to the key thing and the key section of the blueprint that you need to go to depending on what the prospect says and also displays all of your the objections that you're going to face and your voicemail scripts as well if you want more help check out some of our ebooks on our website they're free there's a number of videos on YouTube as well and on our website we have a formal training program as well and do provide sales coaching and consulting and a sales scripter is available there's a free trial demo if you want to check that out we wish you all the best and let us know if we can help you in any way

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