When was the last time you ran into someone who really enjoyed cold calling?

I bet it doesn’t happen often. Few enjoy hitting the phones to find new business and even fewer are at least somewhat good at sales prospecting.

What we’ve found, though, is that those who get a reasonable amount of success out of their cold call typically adhere to a sales script.

Writing Cold Call Sales Scripts

In writing a cold calling script, there are a few things to remember:

You gotta be to the point - Most people are busy these days and many receive tens of sales calls every week. You got about 20 seconds to establish a level of dialog with your prospect. If you fail, the call is over.

You gotta be human - Using a telephone sales script doesn’t mean you have to sound like you’re reading it. Use it as a guideline, practice, practice and practice some more. Make it sound like you and put some personality and style in it - nobody is interested in a robocall.

Designing a Sales Script Template for Cold Calls

You gotta respect yourself and your time - Forget about that appointment for a minute. Would you meet with a client if you knew upfront that there was

• no problem you could solve with the product or service you sell
• no interest to even consider another vendor, or
• no money available to acquire your product

Of course not. That would be a waste of time, would it not?

Listen, you shouldn’t be calling to get an appointment. Your goal is to figure out if you should spend more time on this prospect or not. Use your call to figure out, in a conversational style, whether there’s a potential match. If there is, it’s likely the appointment will happen. If there’s no match, you just saved yourself a good amount of time.

You gotta understand what you sell - You need to understand the business result of using your product. Does it save people money? Does it solve a concrete problem? Does it allow companies to do things they could never dream of doing?

You need to understand these things and to be able to articulate them. People can get speeds and feeds off the internet. They need you to tell them in 20 seconds or less how you and your company can help their business grow.

More Scripts for Cold Calling and Other Sales Prospecting Script and Ideas

For your convenience, here are a few additional resources to help you create an effective prospecting sales script or template for cold calling:

• Why This Voice Mail Failed
• What Not to Say During a Cold Call
• 5 Key Elements of a Successful Cold Call
• Writing a Powerful Prospecting Script
• Making Cold Calling Scripts Work

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