Writing a cold call script can be challenging due to the fact that there is a lot of information that we would like to exchange with a prospect, yet we only have a very brief amount of time to work with. One thing to help with this is to have a framework for the main components of a script and then we can easily plug in the content as it applies to situation.
Below are components that could be used as a framework for a cold calling script with an explanation on how to be most effective in each area:
Of course, any time you pick the phone and call someone, you will need to begin with some sort of introduction. The key here is to be as brief as possible by simply stating who you are and what company you are with.
You also want your introduction to reduce the level of defensiveness with the prospect. And one way to achieve that is to is to name drop other individuals or organizations that you have worked with.
At some point early in the cold call script, it is critical to confirm that the prospect is available. You do not need to confirm that they are available for a meeting, but more so confirm that they are available for your cold call. A good way to accomplish this is by asking if you have caught them in the middle of anything or if they have a moment.
Confirming the prospect’s availability is key because not only does it buy you two to five minutes right off of the bat, but it also does a lot toward building rapport with the prospect as you are showing them that you respect them and their time.
The key ingredient in a cold call script is the value statement. A value statement is a brief statement summarizing the value that your clients receive from doing business with you. The goal of the value statement is to get the prospect’s attention and let them know why they should spend two to five minutes talking with you.
Once you have communicated how you help businesses or individuals, it is powerful to tell them that you don’t know if what you have can help them and to ask a couple of questions to qualify the opportunity. This step is powerful for three reasons:
- By you trying to qualify the prospect, their guard will be decreased as they will not have the feeling like someone is pushing a sale on them.
- You will gather key information that you can use later in the cold call or sales cycle.
- You might identify that it is not a qualified opportunity and end the call saving yourself and the prospect valuable time.
Once you have qualified the prospect, it is time to build interest. You do not have time to go into a tremendous amount of detail but there should be a couple of statements made that connect the value statement with any pain identified while asking qualifying questions.
The last step in a cold call script should be to tee up a first conversation. This first conversation may actually occur during the cold call, but ideally the cold call will be the invitation to talk in more detail at another scheduled time.