Every journey requires a good map, whether you go old-school with the folded guide, or just download an app. Your sales journey is no exception. It starts with a cold call – and you don’t want to make it unguided.
A cold-calling script provides direction – for both objections and recurring situations. It’s also a system that gives unity to the organization so your salespeople are on the same page. You don’t need a separate script for every person. Rather, each person starts with the same sales pitch templates and tweaks it to fit the prospect.
Most people get uncomfortable with objections, but a script provides a reference for how to reply. You can also create scripts for situational selling. If your competitor’s customers are dissatisfied, write a specific script that resonates with them. Use language that reminds them of the challenges and shows them how you’ll do better.
Tips for Writing Cold Call Scripts
Remember: the purpose of a cold call is NOT to make a sale. The goal is to schedule a meeting. Make a simple introduction as a means to build a long-term relationship, such as, “I’m new here at X and we work with companies like yours. I know you’re active in the community, and hopefully, we can meet one day.”
Think of cold calls like drip email campaigns. Don’t ask for anything initially. If you do, they may have a negative reaction and cut off communication. Instead, consider this phase one. Have a simple conversation and add value to your prospect aside from making a sale.
Maybe you say, “Hi. I just wanted to introduce myself. I know you’re the key buyer at X. I’ve been here for a few months and you’re listed as a prospective customer for your organization. I’ll be sending you an email, just to give you some information. If you ever need anything, I would like to support you.”
Too many people are so eager to get the appointment, they skip building the relationship first. A cold call is just the first step. Don’t jump ahead.
What NOT to Say In Your Cold Calling Script
“I know you’re busy but…” is never a good way to start a conversation. If you have something valuable, it’s worth the interruption.
The full sales pitch doesn’t belong in a cold call either. Save your sales pitch template for the meeting. Remember: the purpose is to schedule a time to meet, not make the sale.
“When are you available?” gives your prospect an easy way out. Don’t ask for an appointment but rather tell them when you’d like to stop by. A good salesperson sells by territory and focuses on one location at a time. Don’t book one meeting in one part of town on a Monday and then book another meeting on the other side of town that same day. Instead, make your prospecting calls based on location and bring up a time you plan to stop by.
Creating Your Cold Calling Template
It only takes a few steps to build a cold calling script.
- Introduce yourself.
- Tell them you’ll stop by.
- Base your script on time and location.
When you put it all together, it may sound something like this.
“Hi. I’m Robert. I work at X payroll services. We work with companies like yours so I wanted to introduce myself. If you ever need anything in the future, I’d like to support you. In fact, I’ll be on the east side of town Tuesday afternoon. I’d love to stop by and just hand you my card so you have a face to go with the name. Do you mind if I come by?”
You can also add, “I know you use an X vendor. I’d like to be your backup plan should that ever change.” I love using this language in a script because you never know when the provider is going to slip up and give you the chance to win over their clients.
If you’re in sales, you know you have to start somewhere. These cold calling tips get you on the road to meeting future clients with a positive, meaningful first conversation.
