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How to Develop a Calling Script

Developing a calling script can sometimes be the difference between success and failure when cold calling. And with that being what it is, the good news is that there are clear things that you can do to develop a cold call script that positions you to reach the most of your potential.


Identify the Target Prospect

One of the first steps with developing a cold calling script is to identify who the script is for and who your target calling is directed at by identifying what your ideal prospect looks like in terms of characteristics like geography, industry, title, department, size of company, etc.

This is an important and often overlooked step and by spending time here, not only will you develop a more finely tuned script, but you are also more likely to develop a better attack list of prospects.


Develop a Value Statement

One thing that many salespeople often leave out of their script and cold calling introduction is sharing the business value that the salesperson has to offer. We can easily fall into a trap of talking about our company, our products, and our services. When developing a calling script, stop to identify what the core value is that transfers from you to your clients and compose that into some sort of value statement.

Once you have a value statement composed, put that at the beginning of your cold calling script so that you tell your prospects right away the value that you have to offer and as a result, you tell them why they should spend the next 2 to 5 minutes talking to you and take your call.


Disqualify Statement

One optional ingredient that can be added to a calling script is a disqualify statement. This is a statement that says something like, “I don’t know if you are the right person to talk to or not” or “I don’t know if you all are a fit for what we have.” This type of a statement can be very powerful early in a cold call as it can decrease the prospect’s guard and sometimes create curiosity.




Qualifying Questions

Your time is extremely valuable so you only want to spend your time with prospects that have a decent probability of purchasing. As a result, your calling script should have a few qualifying questions.

By asking a few questions to qualify a prospect, not only will you gather some valuable information, you will also make the call more conversational. This will make the prospect more engaged and could decrease their guard.


Pain Points

One of your goals during cold calling should be to uncover pain. One way to do this is to create a list of typical pains that your ideal prospects have. Put these points into your calling script so that you can share some of them to the prospect during the cold call to identify if they have any of the same pains.


Building Interest Points

At some point in the call, you are going to need to build some level of interest on the prospect’s side. One way to do that is to build a list of points that you can fire away to try to strike a chord. Below are some areas where strong points can be developed.

  • Competitive differentiation
  • ROI statistics
  • Client example
  • Connect value with pain
  • Company and products facts
Launch Pad Solutions provides sales script builder helping sales pros with producing a calling script.

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This article was published on Sunday 15 April, 2012.
Back to main topic: Cold Calling Scripts
Components of an Effective Cold Call Script
The Do’s and Don’ts for a Cold Call Script
Seven Tips for Writing a Cold Call Script
Using a Guide to Cold Calling
Benefits of Using Call Scripts
Writing a Sales Script for Cold Calling
Five Keys to Good Calling Scripts
How to Develop Good Phone Scripts
Using a Cold Call Template
Seven Don’ts for Your Cold Call Sales Script
How to Write a Phone Script
Benefits of Using Telephone Scripts
Does Call Scripting Help?
Call with a Calling Script
Cold Call Sample

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