Salespeople are constantly asking me about cold calls,
and they're saying, you know what,
my cold call script just never works,
prospects they don't want to hear from me, it never works.
What I will tell you,
is that there are salespeople out there.
There are salespeople in my community
that are making cold dials and are super effective with it.
And they're setting up tons of appointments.
There may be some strategies that you can pepper in
to make sure that your cold dials are more effective.
And one of them is having a better script.
So in this video, I'm going to show you how to build
a cold call script that actually works.
Check it out.
(gentle uplifting music)
Number One- Always follow a script.
Any sales person who makes a lot of cold dials
and doesn't follow a script, is doing the equivalent
of banging their head against a cement wall
as hard as they can 20 times a day or 50 times a day
because that is what making a cold call
without a script is like.
If you do not have a script,
you are banging your head against a cement wall, period.
You have to have a script.
Now people always say, oh, but if I have a script
then I sound scripted.
Well that just means that you can't read well
or that you struggle to use the script,
but that can just take some practice, it's fine.
You just need to practice the script
so that way it doesn't sound scripted.
I use a script every time I've ever made a dial
and it doesn't sound scripted
because I've practiced it enough and it sounds really good
and it sounds normal.
Just think of an actor acting from a movie without a script.
It doesn't work.
You need to have a script every single time.
And Number Two- Pattern interrupt with contingencies.
Now I'm throwing a lot at you in this video,
this is super tactical,
but pattern interrupt with contingencies is key.
So basically the first 10 seconds
of the call is really important.
How you're starting the call.
Most salespeople start a call with how are you today?
That's crap, don't do any of that.
Instead, use a question or an opening phrase
to engage the prospect in a way that they don't hear a lot.
It could be anything, it could be,
did I catch you in a bad time?
How have you been, what's up?
I don't care, but just break the pattern, be different.
And by the way, when they try to get off the phone with you,
which they often will, you want to have contingencies
or fall backs that are going to help you immediately
upfront stay on the phone.
You want to have something that when the prospect is like,
ah, this is a bad time,
can you call me back later?
You've got to have just that one sentence
that gets you to that next step.
That's what contingencies are all about.
Number Three- Get permission upfront.
This is really important in cold calls.
Any type of a prospecting call is that you want to get
some permission to continue the call a little bit,
because if you're just plowing through,
you're going to eventually hit a point
where they're like, either they've stopped paying attention
to you or just immediately trying to get off the phone.
Something like, would it be okay
if I just shared with you exactly why I called?
And if after it doesn't make sense, we can hang up, fair?
So now you've gotten some permission
to continue the call.
Number Four- Super short intro.
This was really important that the introductory part
of who you are and why you're calling really quick
because you don't have a lot of time.
They're doing a lot of things.
They're typing on their keyboard.
They're getting yelled at by their spouse during a pandemic.
There's so many different things that could be happening.
And so you want to keep that introduction really short
and to one sentence, which again is why
a script is so important,
because if you don't have the script,
you're going to likely meander all over the place.
Number Five- Dangle the carrot.
You want to picture the horse
who's walking and chasing the carrot.
What is the carrot that gets them to
want to engage with you?
What is that piece of content or that piece of insight
that you can demonstrate
that actually gets them to say, okay,
this person's useful to me,
I'm willing to stay on the phone with them.
Number Six- Demonstrate quick insight.
Demonstrating insight makes your prospecting call
so much more effective,
because if you can demonstrate insight
in your prospecting calls,
now you are seen more as someone who's an authority
as opposed to just a cheese ball salesperson.
Think about what can you be telling them
that demonstrates some real insight.
Is there some data or some information
that you can share them quickly that will really engage them
and get them to say, huh, okay, that's interesting.
Number Seven- Share their challenges.
So this is one of the ways, one of the best ways
that you can demonstrate insight,
which is to share what you're seeing in the marketplace.
So you might say something like, you know George,
some of the challenges that I'm seeing
a lot of our clients face in today's marketplace
are A, B, C, and now you're showing
that you're kind of an expert in their world,
if you can share challenges that they're going to relate to,
now they're much more likely to want to connect with you.
Number Eight- Engage.
This is really important.
So after you've shared those likely challenges,
now you want to engage them.
You don't want to just be silent
or just move on to the next thing or plow through.
Instead, you want to engage them in the conversation.
So you might say, hey, you know, we're seeing
a lot of challenges in the industry
that look like this this and this,
do any of those issues ring true to you?
Or does that make any sense
in your world or anything like that?
I mean the actual question isn't actually that important
but you want to have a question that engages them
in the conversation and can get them talking.
Number Nine- Keep it short, keep your calls short.
If the prospect starts talking a lot
and they want to keep going, that's fine,
but don't build out this super long script
because most of the time
the shorter scripts are much more effective
at actually scheduling the appointment,
because that's typically the goal, is to get a meeting
or some kind of a scheduled appointment
as a result of the call.
So key the call short, the more that you meander
and talk and blab and all this stuff,
the more likely you are to lose the prospect.
Number 10- Make a recommendation.
Once you feel like you've got them,
once you feel like you've gotten them talking
and they're engaged in the conversation,
now is time to make a recommendation.
So you might say something like,
George, can I make recommendation?
And they'll say, sure, you say, okay great.
Why don't we schedule a call and blah, blah, blah,
fill in the blank, make a recommendation for that next step.
Number 11- Get the clear next step.
Always get a clear next step.
The only successful prospecting call
is a prospecting call that has a clear next step.
It doesn't have to be a sale.
Chances are it's not a sale,
but you always want to have a clear next step.
And that's usually a scheduled appointment
that's in your calendar and in their calendar
as a result of a calendar invite, get the clear next step.
So there is how to build
a cold call script that actually works.
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