How to Defuse Someone’s Guard with a Cold Call Script

When you cold call your prospects, it stands to reason they will be guarded in their initial reaction. However, you can break through this wall with some small yet powerful objectives within your cold call script to diffuse any guardedness you may feel on the other end of the line.

Sound like a real person

This is to say: don’t come off like a sales person. Your prospect deals with people like you every day. Stand apart from the rest and just sound like a regular Joe. Running right into your sales pitch will increase their guard — a way of protecting themselves from a situation in which they are being asked to buy something.

Don’t talk about your product right away
One way you can achieve this is to forget about launching into the many benefits of your product and why it’s so great. Ditch the sales tactics at the start of the call, which may resemble this:

Hi, I’m with XYZ Corp and we are number one when it comes to calibrated injection systems.

Right about now, your prospect is thinking:

Great. I’m stuck talking to this guy who’s trying to get me to buy some kind of calibrated injection system that I don’t need right now. I’m so busy. How can I get off the phone??

Focus on value

Instead of touting the product you’re selling, try focusing on how it will help the prospect. You could try:

Hi there. The reason I’m calling is that our company helps manufacturers like you cut down on disruptions caused by system failures.

Changing your approach in this small way can really make an impression, as you avoid the triggers that cause guardedness and instead pique their curiosity.

Make sure they have the time to take your call

Always make sure your prospect is available to chat with you at that moment. This shows you respect and value their time and will only proceed with their explicit permission. This will buy you some more time — probably between two and five minutes. You’ll find that the prospect is more likely to open up to you than if you were to simply forge ahead with your sales call unsolicited.

How to ask the all-important question

Avoid this approach to your prospect when asking for permission:

Are you busy right now?

Particularly when calling for B2B purposes, always assume your prospect is busy. Everyone’s busy all the time. You’re setting yourself up for an answer to that question like:

Why yes, I am!

Make a tiny change in that approach and say something like this in your cold call script:

Did I catch you in the middle of anything?

This makes a better impact because not only does it confirm their availability, it also gives you a temperature reading on the state of their business at the moment. You’re showing them that yes, you know they’re busy, but you want to know if they’re engrossed in a project they can’t come away from. This also shows a level of casual friendliness that invites further chit chat.

Turn to SalesScripter to help you develop a powerful cold call script.


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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