Having a script in cold calling is so
important because we so often the sales
people just want to feel like oh, I don't
need to follow a script.
I'm just going to figure it out as I
go.
And what happens is we go all over the
place and we're so much less effective.
Having that rock-solid cold
calling script is going to change the
effectiveness of your calls a hundred times
over seriously.
It's so important now you may think of it
more as a template or more as a structure.
But either way you want to have that
cold calling script.
So in this video, I'm going to show you how
to build a cold calling script step
by step.
Check it out.
Number one don't.
Make a cold call now.
You're probably thinking wait.
You literally just said we're going to
have a video about a cold calling script
and now you're saying don't make a cold
call.
Yes.
That's exactly what I'm saying.
Don't make a cold call.
Now.
This doesn't mean that you shouldn't be
making prospecting calls.
But your calls should be a part of a larger
prospecting campaign.
If you're just making a random cold call
today a random cold call another day.
You're very likely to be unsuccessful.
What you want to do is follow a
prospecting campaign where calls might be
a part of that process, but you're
sending emails you're making LinkedIn
request you're sending packages.
You're sending letters you're
leaving voicemails.
And yes.
You're making calls, but they all work
together as part of a mapped out campaign.
I have a ton of other videos of this but do
not just be making a straight cold call.
It's going to be a waste of your efforts
instead make it part of a larger
prospecting.
Number two, you must have a script whether
you're making a stray cold call or a cold
call as part of a prospecting campaign.
We need to have a script if we don't
have a script we are going to get
ourselves into so much trouble.
Now, I made thousands and thousands of
calls over the course of my career and I
will tell you that every single time.
I'm following a script now.
That doesn't mean that it's just the
whole thing is scripted out.
Are some parts where there's
personalization, but I know exactly what
that script sounds like what the
questions are going to be what those
points of personalization are
going to look like so that way when I
actually get the prospect on the
phone, I'm so much stronger because I
know exactly what I'm going to say and if
they say something that I didn't expect
I'm not going to be thrown off because
I've got a contingency for that
as well having that whole call scripted
out is going to make us so.
Much stronger quite frankly having our
entire sales process scripted out is going
to make us so much stronger.
But especially when it comes to making
calls number three pattern interrupt
constantly constantly now, I want you to be
constantly breaking the pattern of the
prospect.
You don't want to be doing things that
they.
As soon as you're doing what they
expect they go into their consistent
buying pattern, which is probably going to
include getting you off the phone.
You've got to be breaking that pattern
you've got to be doing things that
they don't expect you've got to be
saying things that they're not expecting
you to say and asking questions that
they're not expecting you to ask.
So constantly be breaking the pattern
with them even at the beginning of the call
instead of saying hey, how are you
today?
Instead?
Say hey, George, how have you been another
thinking wait do I know this person like
the data shows that just simply using
that phrase of how have you been has a
six times increase in the likelihood of
actually setting the appointment little
change katerine interrupt use your
pattern interrupts constantly number
four quick.
Opening you want to have a very short
opening.
This is where a lot of sales people get
caught up in this first 20 or so
seconds of the call.
This is the most important part of
your call and if it's not short and to the
point and if it's redundant and
repeating things over and over again, the
call is going to be over before you know
it we need to be quick and concise
which is why scripting it out is
so helpful because you can cut out all
the junk language.
You can just get straight to the
point.
So be very short and you're opening before
you start to engage them in the
conversation number five show.
You did your homework.
There is nothing more frustrating to a
prospect than just getting a boilerplate
cold call where it shows without
question that the sales person has no
idea who the prospect is show you did your
homework use tools like LinkedIn
Navigator and Google.
Search to know things about the prospect if
you're calling on a VP of sales know how
many people are in the sales department
know how many people work at the company
in general know where the VP of sales are
located know where they went to college.
No some really basic things in these are
all little points that you can get just
by using LinkedIn navigator to get that
Insight.
You can even if you don't want to pay for
Lincoln Navigator, you can at least use
their LinkedIn profile to get a lot
of really valuable.
Animation to show you did your homework
number 6 note.
The common challenges common challenges are
going to be Sookie and really engaging
them.
So you've opened up the call.
You've shown you've done a little bit of
homework, you know about their
organization.
Now, it's time to mention some of the
common challenges that you see George
typically with companies like yours.
I'm seeing a lot of clients that are
dealing with this this and this.
The three challenges note those common
challenges and then bring them into the
conversation using those challenges is
going to help you focus on them and
what they care about as opposed to your
product or service which by the way,
they don't care about note those common
challenges number 7 engage them.
This is really one of the places where so
many salespeople just missed the boat
entirely.
They just get nervous or they just think
they're on a roll so they keep on.
Talking and if you just keep on talking
eventually the prospect is going to
either tune out and start typing or doing
something else or they're going to try
to get off the phone with you've got to
engage them in a conversation.
And the only way you can engage them in a
conversation is with a question.
And so what you want to do is typically
use those common challenges to rope
them into that conversation.
So it might sound something like Lauren
typically climb.
Yourself?
I'm hearing are dealing with
challenge a challenge be and challenge see
the any of those issues ring true to
you and now you're bringing them into
the conversation gauging that person
in that conversation.
And once they get talking now, you're
in a two-way dialogue as opposed to this
monologue where you're just throwing
up all over.
Get them into the conversation by
engaging them number eight recommend a
clear Next Step clear.
Next steps are everything when it
comes to your cold call script.
You need to have a clear.
Next Step coming out of that call.
It can't be some wishy-washy crap
where you just going to follow up in a
couple of weeks or hey, maybe we could
get together sometime.
I'll call you back later.
It's got to be a clear next step and
you want to recommend it.
So once you've determined that the
conversation has gone, well, it should
sound something like this George.
Can I make a recommendation?
Why don't we schedule a meeting where I'll
come to your office and we'll talk
further in this I can share with you some
best practices.
Typically a meeting like this would take
about 45 minutes.
Would that make some sense and now they
say sure or maybe they don't say yes,
but you want to have a clear Next Step
coming out of that call.
Do not allow there to be some wishy-washy
kind of soft Next Step number nine send
a calendar invite.
This is.
Tactical and basic but it's so important
that every single call that has a
positive outcome.
There is a calendar invite coming from
you to them and they are going to then
except of course that calendar invite.
So when you schedule that next step then
say, you know what George I'm going to
be sending you a calendar invite.
She should get in the next few minutes.
With all the details for the meeting and
just want to make sure you look out for
this.
I'm good, and they say sure and then you
send that calendar invite the accept it
now you were in their calendar there on
your calendar calendar invites are
so key to making sure that you are
sustaining that clear Next Step because
once you're in their calendar, there's so
much less likely to just bail on the
meeting overall.
So there is how to build a cold calling
script step.
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