Cold calling can be a daunting task. It’s difficult to know if you’re saying the right things, and even more difficult to know if you're getting results. But with the right scripts, cold calling doesn't have to be so intimidating. Scripts are powerful tools that allow you to know exactly what to say in any given situation, making it easier for you to get the desired outcome from your calls - whether it’s a meeting or a closed deal. In this blog post, we will look at 30 must-have scripts for cold calling that are sure to make your job easier and yield better results. From introductions and elevator pitches, to handling objections and closing statements, these scripts will help you get through each call with confidence.
Table of Contents
- What is cold calling?
- Why you should use a script for cold calling
- How you should structure your script for cold calling
- Best practices while building a script for cold calling
- 15 must-have scripts for cold calling
- Using tech to enhance your script for cold calling
- Refining your scripts for cold calling
- Before you go..
What is Cold Calling?
Cold calling is the process of contacting potential customers or clients who have not expressed interest in your product or service. It is typically done by salespeople over the phone but can also be done in person.
The goal of cold calling is to generate interest in what you're selling so that you can set up a meeting or get the sale right then and there. However, this is not always possible and sometimes you'll need to settle for getting the prospect's contact information so that you can follow up with them later.
Cold calling can be an effective way to reach new customers, but it takes a lot of practice and thick skin to master. If you're feeling frustrated with your cold call results, then check out these must-have scripts for cold calling that will help you close more deals.
Why you should use a script for cold calling
Sales calls are one of the most important, and also one of the most difficult aspects of running a business. If you're not prepared, they can be a complete disaster. But if you are prepared, they can be an extremely effective way to generate new leads and sales.
One of the best ways to prepare for sales calls is to use scripts. Scripts give you a structure for the call, and they allow you to focus on what you need to say rather than thinking about what you should say next. They also help you to stay on track and keep the conversation flowing smoothly.
How you should structure your script for cold calling
When it comes to cold calling, having a great script is essential. But what makes a great script?
The first thing to keep in mind is that a cold calling script is not a one-size-fits-all template. You'll need to tailor your script to fit your product or service and your target market. That said, there are some key elements that every great cold calling script should have:
1) A strong opening: This is your chance to make a good first impression. Start by introducing yourself and your company in a friendly way. Then, get straight to the point with your pitch. Remember, you only have a few seconds to capture the prospect's attention, so make them count!
2) A clear value proposition: What can you offer the prospect that they can't get anywhere else? Make sure your value proposition is clear and concise. Don't try to sell everything at once - focus on one key benefit that will resonate with the prospect.
3) A call to action: Tell the prospect what you want them to do next. Whether it's scheduling a meeting or signing up for a free trial, make sure your call to action is specific and easy to follow.
4) A smooth transition: Once you've made your pitch and have got your prospect to take the desired action, make sure you smoothly transition them to the right person for that. Have they agreed to a demo? Transition them to the right account executive. Do they want to sign on immediately? Get the onboarding team involved. You need to ensure that the next steps are frictionless and that your prospect only has a positive buying experience.
Best practices while building a script for cold calling
Not all cold call scripts are created equal. To ensure your script is effective, keep the following best practices in mind:
- Keep it short and sweet – The last thing you want is for your prospect to tune out before you've even had a chance to make your pitch. Keep your script concise and to the point so you can deliver your message quickly and efficiently.
- Personalize where possible – A personalized script can go a long way in helping you connect with your prospect. If you have information about their company or industry, be sure to work it into the script. This will show that you're knowledgeable and invested in what they do.
- Don't sound like a robot – Even if you're reading from a script, make an effort to sound natural and conversational. No one wants to talk to a robot, so ditch the monotone delivery and inject some personality into your call.
- Be prepared for objection – It's inevitable that you'll come up against objections when cold calling. Rather than getting flustered, be prepared with rebuttals that address common objections such as price, time commitment, etc. By being ready with a response, you'll be able to keep the conversation moving forward instead of getting stuck.
15 must-have scripts for cold calling
Before we get into the actual scripts, there are 3 broad classifications that your script for cold calling will fall under.
1. The Introduction Script
This is the most important script you'll use, so make sure you practice it until you have it down pat. Start by introducing yourself and your company, then explain why you're calling. For example, "Hi, my name is Sarah and I'm with XYZ Company. We offer a unique ABC solution that can help businesses save time and money. I'm calling to see if you'd be interested in learning more."
2. The Objection Handling Script
You're going to get objections when you cold call, it's just a fact of life. But by having a script for cold calling prepared ahead of time, you can overcome objections with ease. For example, if someone says they're not interested, you could say something like, "I understand how you feel, but let me just share a few quick facts about our product/service that may change your mind." or "Can I ask what specifically isn't interesting to you? I might be able to address those concerns."
3. The Closing Script
The closing script is designed to help you close the sale. It should include a summary of what you've discussed, a strong call to action, and an offer to answer any final questions. It could be something like ‘I’d glad you resonate with the service we’re offering. If you sign on with us now, you can take advantage of the ongoing 25% festive offer.”
Now let’s get into the scripts -
Opening scripts for cold calling -
- Quirky and direct
My name is [name] and I'm a sales rep for [company]. We're looking to connect with you today to learn more about your needs and see if we can help you with anything. I know it's cold outside and you probably have a lot on your plate, so let's keep this short and sweet!
- Quoting competitors
Hi! I'm [name], and I'm calling to see if you're interested in [product name]. It's a [product attribute].
We've been able to work with clients like yours in the past, and we think that your business would benefit from [product advantages].
Would it be possible for us to set up a time to talk more about this?
- Making an observation
Hi, I'm [name] from [company name]. I was just reviewing your [product/website/app etc.] and saw that you have [constructive observation/feedback], and I wanted to reach out tell you how we could help you achieve that.
- The direct approach
Hi, this is [name] with [company]. We're calling to see if you have any interest in our new product.
We are a company that provides the most effective cold-calling technology on the market. Our software automates the entire process of making sales calls: from identifying leads to closing deals. It's high-tech, easy-to-use, and can help your business achieve sales growth like never before.
- The soft opener
Hi, good afternoon.
My name is [name] and I'm calling from [company name]. I noticed you're a [type of business] and I was wondering if you would like to speak with a representative about our products? We have a few different [types of product] for your specific needs. If you are interested, please give me a call back at (insert phone number). Thank you!
- The research backed opener
Hi, I'm [name] from [company name]. I noticed that you work for [company name] and are looking for a [company update].
Have you heard of our company? We can help you [desired outcome].
- Offer options
Hi, my name is [name] and I'm calling on behalf of [company name]. We're the company that makes [product name].
I was wondering if you might be interested in [product name] for your business. We know different teams use [product] in different ways and that’s why we have a lot of different options to choose from for each use-case. Is this something you’d like to explore?
- Data & proof-points
Hi, my name is [name]. I'm calling from [company name] and I thought I'd check in and see if you're interested in hearing more about our services.
We're the experts in [service], and we've been helping businesses like yours grow for years. We've helped companies get their sales up by [percentage of increase]; we know what it takes to make a sale, and we can help you do it too!
Let's talk about [service], and see if we can't make your business better than ever!
- Pitch benefits
Hi, my name is [name] and I'm calling to see if you have any interest in [product name].
I know I'm interrupting your day, but I thought you might be interested in learning more about our product. It's a great way to [describe the benefits], and it's also super easy to use—just try it out for yourself!
The best way for me to help you is by getting your feedback about the product. Would you be willing to answer a few questions so that we can make sure it's right for you?
- Use prospect interaction history
Hi, this is [name].
I noticed you were interested in purchasing [product] from our company. I would love to tell you more about our product and how it can benefit your company. Or even answer any questions.
Can we talk now?
- The Confident approach
Hello, this is [name] with [company name].
It's a pleasure to speak with you today. My name is [name] and I'd like to discuss how our company can help you with your needs in the areas of [list of product categories] and [list of services] if you have a minute.
I would like to share how we work so closely with our customers from start to finish. We're very proud of our track record as a firm that is able to provide excellent service and value at every step of our relationship with our clients, so I thought you might be interested in benefiting from this as well.
- Bring up differentiators
I'm calling to see if you're interested in our new [product name] service, which allows customers to [customize their product].
We've found that it's a really popular idea with our customers, and we'd love to talk to you about how it might work for your business.
What's great about this service is that it allows you to [describe what your product does]. You could also tell me how much time/money/resources or whatever else you're spending on this right now, and what you'd like from me in return.
- Using pricing as an advantage
My name is [first name], and I am calling to see if you are interested in [product name and purpose]? This is an industry-leading product that we have been selling for several years and has become one of our best sellers. It's also a great price for such a high-quality product, so it would be an excellent addition to your business.
- The partnership approach
[insert name here] here with [company name]. We're a company that specializes in helping businesses with their [outcome].
We've been working with a few of your clients and we wanted to get a chance to tell you how much we love what you do! You're doing an amazing job, and we can't recommend you enough as a go-to person for any business owner who is looking for [outcome].
If you have time, I'd love to talk about an exciting new release we’ve had that could give you some great results.
- Incentives or discounts
I'm calling to see if you're interested in [product name].
[Product Name] is a simple, easy-to-use [category] that will make your life easier by [outcome]. It's perfect for anyone who [pain point]!
So what does it do? Well, you can use it as [features]. It also has a feature that allows you to [more benefits]!
We're offering this product at a discount because we know there are people out there who [pain point]. We just want them to have what they need in order to live happier lives.
Using tech to enhance your script for cold calling
Today’s technology can be leveraged to enhance your scripts in several ways. For starters, you could use a powerful sales engagement and calling platform like Outplay to keep track of customer data and past conversations. This will allow you to create highly personalized scripts that are tailored to each customer’s needs and preferences. You could also use AI-powered automation tools to help streamline processes and provide customers with helpful recommendations.
Refining your scripts for cold calling
Finally, it’s important to measure your results so that you can refine your scripts over time. Make note of which strategies are working well, and which ones need improvement. This will allow you to continually optimize your script so that it produces the best results. Additionally, consider reviewing customer feedback so that you can make changes that will help improve the customer experience.
Remember this before you make your first call…
1. Research, research, research
Like we said before, templates are guides and not the absolute truth. Remember to research your prospect thoroughly before your call. Incorporate something you've learnt about them, their goals and their pain points in the field to strike a genuine rapport. There are multiple public sources for prospect information. LinkedIn is probably the tried, true and tested one. But you can also expand the scope of your research to cover other sources like publicly available financial or press releases to understand their needs better. You never know what information helps you strike a conversation with them, or better, crack the deal.
2. Only contact your ICP
Spray and pray is long gone. Banish it from your strategy if you're still doing it. Cold calls are time and resource heavy. Don't waste either by calling contacts that have no use or relevance for what you have to offer. Make sure you're only targeting your ICP. Anything outside it is a no. You might have to work your way through a gatekeeper to a decision-maker and that's ok. Build, scrub and qualify lists, and power through them.
3. Qualify your leads
This is an extension of the previous point but it's an important one, so forgive us as we reiterate. While cold calling seems like something one would do off the bat, it also involves a little bit of preparation. If you want your cold call to be successful, qualify your lead before speaking to them.
Understand the prospect’s background and demographic, find common ground to strike a conversation, find out the challenges they are facing vis-a-vis their business, and understand their goals or objectives. This will help you create a strong customer profile or persona, and help you make a pitch that stands a better chance.
4. Build trust
When you’re cold calling, you’ll likely have the first few seconds to build trust with your prospect so that they don’t simply disconnect the call. The first thing to ensure that is to call from a local number.
The minute someone sees that the call is coming from an unknown number, international number, or a call center, they are more likely to reject the call.
5. Timing is everything
Calling prospects at the right time is very important, especially if you’re reaching out to high-level executives and management personnel. Since they have other priorities, you need to speak to them at a time that they have the bandwidth to digest what you are saying to them.
There are some tactics around making a cold call at the right time. Some studies say that a great time for B2B cold calls is on Wednesdays or Thursdays. Avoid making calls at the start or the end of the workweek.
7. Don’t just focus on hard selling
In the following scenario, what do you think is going to work in your favour?
(a) providing your prospect with the features of your product in a file they can download
(b) giving your prospect a solution to their business’ pain points
So there you have it guys! Sales call scripting is a powerful tool for sales professionals who want to maximize their performance and increase their success rates. By following the tips outlined in this article, you’ll be well on your way to creating effective scripts that lead to more closed deals.