Creating Optimal Cold Calling Scripts

Creating Optimal Cold Calling Scripts

Sales people Ought to Persuade Most sellers embrace a language and a process that is decades old and void of best practices. In particular, this language is void in persuasion. To counteract this, sales people ought to be equipped with scripts that persuade. Not unlike actors in a play, salespeople ought to run lines, rehearse, practice and they ought to be held accountable to include systems and methodologies that will persuade. Many companies masterfully deploy exceptional product development processes. Sadly, companies rarely deploy an equally sophisticated selling apparatus. 

Remember If cold calling is about anything at all it’s about the art and science of persuasion. Proposition Cold Calling The following example to the right is a script for cold calling that a team that The Blaire Group worked with used. Who They Targeted Chief marketing officers and senior marketing executives of large insurance companies Their Product Enterprise class software solution that was in the area of an agent portal software solution Results For 12 months, they scheduled 250 net-new briefings generating $3.5M in forecasted revenue Why it Failed It was ineffective because it incorporated value proposition language.

Unproductive Warm Call Follow-Up A common mistake we see senior VPs of global sales making is hiring someone for an inside sales management role whose primary experience has been with inbound warm leads, but assigning them to work on outbound cold calling. The following is an example of a warm call presentation gone wrong, but is fairly common within the industry. First The first thing that went wrong here was the ineffective, “Do you have a minute?” No one has time for the interruption of an unsolicited sales cold call. While it’s important to be polite and show respect, unfortunately this over emphasis on politeness is at the expense of persuasion, leaving the call ineffective. Second When the lead said, “No, go right ahead. Check in with me sometime,” this was code language for never call me again. Result This is a squandered lead because the seller did not have the discipline of persuasion.