Cold Calling Scripts: The Easiest Ways To Build (+ Examples!)
So, you want to build a better cold calling script? Maybe you're good at cold calling but want to hit bigger targets?
Cold calling scripts take a bit of preparation, but are beneficial for both inside sales phone calls and door to door sales.
Cold calling doesn't mean calling prospects at random. For example, you wouldn't walk into an ice-cream shop expecting to sell heavy-duty footwear. Cold calling means approaching potential buyers who have yet to express an interest in your product, but who fit your customer profile. In other words, the company you've chosen to cold call should be able to significantly benefit from what you're selling.
So, why do you need a script?
Prospects don’t like cold callers because they are unexpected and sometimes unwanted. Thus, cold calling as a salesperson is hard. The better prepared you are, the more compelling, succinct, and successful you will be.
Below is an example of an effective cold calling script.
Firstly, who are you? Introduce yourself.
“Hi, Jane. John here from <INSERT COMPANY>.”
Make sure you show respect for their time. The prospect doesn’t know you, or how you can benefit them, so show that you’re aware that your cold call isn’t the most important thing in their day.
“Have I caught you at a good time?”
I know what you're thinking, that this sets you up for a big fat NO. Don’t worry. There’s a clever follow-up sentence that can work no matter their reply, while still respecting their time. Salespeople do have a reputation for not understanding a customer's needs or time.
In fact, Forrester Research claims 77% of executive buyers think sellers don’t even understand their issues or how they can help. So start by realizing that their time is not yours until you’ve earned it.
Regardless of whether they have said it’s a good time or not, use your next response to push the conversation forward.
“I’m sure you’re busy, so I’ll be very brief.”
“I want to respect your time, so I’ll get straight to the point.”
This gives an opportunity to explain why you’re calling. Remember you don’t want to have to call back again, especially if it was difficult to get the right person on the phone. So, get straight to the point.
“I’m calling because / the reason for my call is…”
Keep this part brief and gripping. You have just a few seconds to give a pitch. If they ask you to call back tomorrow, or say they aren’t interested, that’s all right. Move on to the next prospect. However, if they are willing to listen to your pitch make sure to get to the benefit straight away.
“We’ve just been working with <INSERT COMPANY> to vastly reduce their production costs, saving them <INSERT BENEFIT> and I thought it might be of interest to you.
“We specialize in providing quality, organic produce that can significantly improve the dining experience of your valued customers.”
If there’s no value, they won’t feel the need to talk to you. This is your chance to provide a compelling reason to keep them on the phone. If at this point, they are still listening to you, congratulations! You have piqued their curiosity. Now, take the pressure off.
“I don’t currently know if you’re in need of our services. With your permission, I would like to ask a few questions, and we can establish whether we can benefit your company.”
“Can this benefit you too? Well, depending on what you’re currently doing, our services may interest you. Do you have a few minutes to talk, so we can determine whether what we’re doing can benefit you?”
At this point, you will have a good idea of whether the prospect has potential. If they are interested, you can talk then and there, or schedule an appointment for a better time.
Overall, remember that cold calling is a numbers game. Not everyone will speak to you, and some people might be quite rude.The trick is to keep moving and make your script as succinct and compelling as possible.
Always remember, no matter how perfect your cold calling script, don’t read off a page. No one likes a pre-rehearsed speech. Practice until you know the words and can say them naturally. Your goal is to create a conversation, not bombard a potential customer with information.
Best of luck with creating your own effective cold calling script!