Article Summary:The perfect cold calling script in six steps.
Does picking up the phone and calling a complete stranger make you cringe a little bit? Getting sales appointments can be intimidating, but it doesn't need to be that way. A common fear salespeople have for making calls is not knowing exactly what to say. Let's face it, nobody likes to sound foolish.
The key to overcoming this fear is to prepare in advance. You can do this most effectively by developing a cold call script. That doesn't mean that you are going to read your script like a commercial. It does mean, however, that you are going to think through the best approach, write it down, and practice, practice, practice. The effort you put into the front end will ensure that when you make your call you won't sound like one of those over-scripted telemarketers that we all "love to hate" or a novice salesperson who stumbles and stutters over his own words.
Here are six steps to crafting your perfect cold call script:
Step One: Start with your introduction. Prepare how you will introduce yourself. This step is pretty simple and straight forward; just introduce yourself and your company.
Step Two. Ask for permission. Ask the person you're calling "Is this a good time?" Or you might ask, "Do you have a minute?" You'll find that this simple courtesy can go a long way in warming up the call.
Step Three: Ask for help. A great way to get the conversation going is to simply ask for assistance. You might say something like, "I was wondering if you could help me out?" You'll find that most people are happy to help if they can. This approach is also a great way to take pressure out of the exchange and create a dialogue.
Step Four: Explain the purpose of your call. As succinctly as possible, state why you are calling and why you want to meet. Remember your unique proposition and make your case in 20 seconds or less. If you asked for help as noted in Step Three, make sure you tie the purpose of your call into your request.
Your statement can easily be turned into a question if you want to soften the approach. For example, you might say, "I'm not sure if you are interested in … or I'm not sure if you've considered…" This gives the prospect an opportunity to share information with you so you can determine if there is a potential fit. This approach will actually jump start your conversation and lead to a more favorable outcome.
Step Five: Ask for the appointment. If there seems to be a fit on the surface, your next step is to secure the appointment. Ask the prospect when would be a good time to get together and confirm the date, time and location of your meeting.
Step Six: Be prepared for objections. Realize that your conversation with the prospect may take lots of different paths. Be prepared with responses to the most typical objections along the way. These include common responses like "can you send me some material, I'm not interested or I don't have time." By writing out responses to common objections, you will feel confident and be more prepared to answer them effectively.
Will Turner is the Founder and President of Dancing Elephants Achievement Group. Will has trained thousands of salespeople and business owners and authored over 100 articles on sales-related topics. He is also the creator of dozens of sale seminar programs, as well as the Sales Magnetism program which helps salespeople move beyond consultative selling to the next level of client relationships. He is the co-author of Six Secrets of Sales Magnets. For more information visit Dancingelephants.net