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What to Say on a Cold Call

What to say on a cold call can seem like a tough thing to figure out. And while every call is unique and you never really know what direction the call is going to go, there are things you can do to improve your ability to know what to say

Using a Cold Call Script

One of the first steps that you can take to improve knowing what to say is to start using a cold call script. We will talk next about what you can put in the script, but the first thing to focus on is adopting a script in your process as many people either don’t see the value in them or don’t want to put the effort into building and using one.

Having some sort of cold call script can greatly help you with knowing what to say on a cold call as you will have spent time preparing out what to say ahead of time. Even if you do not follow the script, just the process of writing a script and then reviewing it can greatly improve your ability to have some talking points while cold calling.

Building a Cold Call Script

There are some different ways to build a cold call script. Some people build a script that should be read word for word. Others will use more of an outline structure that outlines all of the key points and questions.

An outline structure can sometimes be a more effective tool than a word for word script with helping you to know what to say on a cold call as it is less to memorize and provides a little more flexibility with the different directions that the cold call can go. An outline will be more of a guide to cold calling that summarizes and cleanly lists out the different questions and statements that should be made to create a productive and successful cold call.


What to Put in Your Cold Call Script

Your cold call script and what to say on a cold call should be a mix of both statements and questions.

Cold Call Questions

During your cold call, you should have a few questions prepared for the prospect. These are helpful for a couple of reasons.

During the cold call, you should try to qualifying a prospect a little bit to identify if they are the right person for you to spend your valuable time working with. Having some questions in there can also make the call more conversational and can help to draw in the prospect.

Cold Call Statements

The other half of what you say and what you should put in your script should be some key statements to trigger interest. These should be like “silver bullets” that can be fired away to try to get the prospect’s attention and help to get their commitment to move forward to a meeting or formal conversation.

To summarize, if you embrace the concept of using a script, and then build it out where it has some questions to make sure that you are talking to the right person, and then have some key points for what to share with the prospect to build interest, you can greatly improve your ability to know what to say.



Launch Pad Solutions provides a sales script tool that helps sales pros with what to say on a cold call.


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This article was published on Saturday 28 July, 2012.
Back to main topic: Cold Calling Coaching
Dealing with Approach Anxiety for Effective Cold Calling
Dismiss Four Common Sales Myths to Improve Cold Calling Part I
Dismiss Four Common Sales Myths to Improve Cold Calling Part II
Seven Qualities of Good Cold Calling Coaching
Four Powerful Cold Calling Coaching Sales Tools
Turn Cold Calling into Warm Calling
How to Deal with Sales Call Reluctance
How to Increase Your Selling Activities

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