5 Cold Calling Sample Scripts for Any Situation
Cold calling can be a cruel job. Constant rejection and stress wear down even the strongest minded sales reps. Not only it hits our physical and mental health, with around 77% of people experiencing physical symptoms caused by stress and 73% regularly suffering from psychological symptoms induced by stress, it also curtails productivity by 10%. Perhaps that’s why sales managers are determined to teach their reps to use cold calling scripts to ease off the anxiety.
Cold calling scripts are not the law that you need to abide no matter what; they are guidelines supposed to take you from the first hello to arranging payment. In line with a well-defined sales process, cold calling scripts can help sales reps to streamline the sale.
In light of this stress-inducing sales madness, we took it upon ourselves to:
- Write a sales script ebook to give our community a trusted guide to cold calling (you can find it below);
- And collect some of the best tips and cold calling script examples from the industry’s stars.
So here we go!
Who is this? Or how to raise curiosity
After saying hello, you only get a few seconds to raise a prospect’s curiosity and capture their attention. If they are not curious about who you are and why you’re calling, it means your conversation is over before it even started. The prospect might linger on the other end of the line for some time, but only until they come up with a good objection or excuse to hang up. Not the best start.
One of the methods to raise curiosity used by salespeople is to offer a commitment-free next step, such as asking for permission to continue talking or ensuring the prospect can talk at the time of your call.
Here’s one of the classic, and apparently, also classically effective cold-calling scripts developed by the world’s top expert on cold calling — Keith Rosen:
Hi, John. Jim here from Acme Cost Control. Did I catch you at an OK time? John, I’m sure you’re busy and I want to respect your time, so I’ll be brief. The reason for my call is this. We just saved Universal Transport an additional $12 million in shipping costs, so I thought it was important enough to let you know since every company has an obligation to their customers and shareholders to reduce expenses. Now, you may be wondering if we can do this for you, too. Well, depending on what you’re currently doing, I don’t know if you have a need for our services. But with your permission, let’s talk for a few minutes to determine if there is anything we’re doing that you could benefit from. Would you be comfortable spending just a few minutes with me on the phone now, if I stick to this timetable?
Knowing who you’re calling is crucial, but so is placing your call in a context. If the only reason for your call is that a prospect happens to be on your to-call list that day, you’re just another intrusive salesman with nothing interesting to say. Instead, leverage social media channels, media coverage, new hire announcements and news updates to find a valid reason for your call and determine which of your prospects are ripe for engaging at that particular moment.
Have you stumbled upon some compelling events or game-changing business moves that make your product a must-have in the current climate? Use that information to kick-off a conversation and explain the purpose of your call. To save time and energy, invest in tools, such as LinkedIn or Mention to automate discovery of good context for prospects sitting in your pipeline or wider network.
Ask smart questions
Research should be a no-excuse kind of pre-call ritual that you adopt from day one. Gathering the most important information about a prospect, digging out juicy details and staying on top of company related news will help you ensure your calls deliver value and maintain prospect’s attention. If you’re reaching out to someone with zero or little knowledge of who they are, what they do and how you can be of service, you’ll hit a dead end after the first three sentences of your elevator pitch.
The more research you do, the “smarter” your questions will get. By asking very specific, personalized questions you will demonstrate to your prospects that you took the time to track all this information down and really understand their situation. Smart questions will progress the conversation further; trying to wing it will only create distractions, wasting your prospect’s and your own time. And there’s one thing the modern society is truly obsessed with — using their time efficiently.
Don’t give your prospects the reason to hang up on you by failing to get your research game on point. Know who you’re calling, why you’re calling and what the ideal closing scenario looks like.
Here is another cold calling script from Keith Rosen:
Hi________ (state their name)?
(Your name)___________ here from _____________(Company name). Do you have a quick minute?
Great! ________, I’m sure you are a busy person and want to respect your time, so I’ll be brief. The reason for my call is this. We specialize in (working with small business owners, salespeople, managers, etc.) so that you/they can: state your compelling reason — (the end result of the benefit you offer).
Well, Mr./Mrs… Smith, depending on what you are currently doing, I don’t know whether you have a need or an interest in our services. But with your permission, I was hoping to ask you a few questions and see if there is anything we are doing that you could benefit from. Would you be comfortable spending just a few minutes with me if I stick to my timetable?