Daily Archives: September 3, 2014

Components of Good Cold Call Scripts

Making good cold call scripts stand head and shoulders above the rest can be easy provided you know how to go about it.

Value Statement

Take a look at your value statement and then consider your cold call script. Is it included? Is there a statement that speaks to the value you offer? This only needs to be one sentence — enough to communicate your service. Because most call scripts contain an introduction statement, you may be tempted to include details about what your company sells or provides. Here are two examples:

“We sell software to help with your systems management.”
“We are number one in risk management consulting.”

While these statements say something about what you offer, these aren’t technically value statements because they don’t touch on the value you plan to deliver to the client. You need to explain briefly how your client’s processes will improve when they utilize your services.

When beginning cold call scripts with a specific value statement, you achieve a couple of key results. First off, because you’re not mentioning the product or service immediately, you’re reducing any guardedness your client may have. Second, you are generating a little mystery around your product, with the goal to pique the client’s interest and curiosity further.

Pre-Qualifying Questions

Oftentimes, when considering what to say when dialing the phone, you may wonder how you should describe the product so the prospect will want to buy it. This poses a challenge because you have a lot to impart but not a lot of time to do it — one or two minutes at the most. This is also a very selfish way of thinking because it’s only describing what you offer, not how the prospect will benefit from it.

Instead, consider some insightful questions you could ask that will draw out responses from the prospect. When you do this, you are engaging the person on the other end of the phone and you actually end up with some pretty great information. Therefore, you should come up with questions that pre-qualify the prospect by finding out if they are running into problems in their daily operations that your product or service could provide a solution for.

Examples of Common Pain
Your goal with pre-qualifying questions must be to detect the pain your prospect is currently dealing with. However, this isn’t as easy as it sounds, because often times, prospects don’t give up that information readily. You have to work for it. In this case, provide the prospect with example of problems that other companies go through. By sharing these common pain points, you are encouraging the person to sympathize. Have these examples ready before you make that call.

Build Points of Interest

At some point in the call, you’ll have to work to build up interest in the prospect so that you can progress to the next step in the sales lifecycle. This is when you typically may bring up the features and functionality of your product or services. However, to really have the most impact, create statements in your cold call script that illustrate how you have helped previous customers, along with proven ROI you have facilitated and what makes you stand apart from your competitors. You may also want to mention what will happen if the prospect stays with his current situation, contrasting that with how much your product could improve his situation.

Turn to SalesScripter to help you and other sales pros develop the most impactful cold call scripts possible.


Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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