6 Tips for Cold Calling Scripts That Will Get You to ‘Yes’

Cold calling scripts are an important part of learning the ropes when you are first venturing out into the unknown terrain of lead generation. Like the safety net under a trapeze artist, they are there to ensure “no harm, no foul.”

But also like the trapeze artist, the goal is not to see how quickly the act can devolve into that warm blanket of “safe” contact. You watch the act to see those daredevils do amazing things and not require the aid of the net. As a salesperson, the principle is the same.

You don’t want to rely on the script, but it’s nice to have it there. With that said, here are some tips in developing cold calling scripts to help navigate.

Get to the point quickly

Put yourself in the shoes of the person you are cold calling. You are buzzing their phone. They don’t know you from atom. They may even have some gatekeeper answer the phone if you’re phoning their office. It does not pay to mince words or conceal your purpose.

Deliver the who, what, and why of your call within the first 15 seconds. “I’m John Doe with XYZ Insurance. The purpose of my call is to save you some money on your insurance.”

Show enthusiasm

Prospects can sense uncertainty in your presentation like a German Shepherd can pinpoint drugs out of a stop-and-frisk. Therefore, you need to show enthusiasm, and it’s best if that enthusiasm isn’t manufactured.

The best way of ensuring this: learn your product thoroughly. Know exactly how it will benefit the prospect, the possibilities of what you can do for them, and any rebuttals they may have to a litany of defenses. In a sense, the sincerity and enthusiasm you show must be ingrained long before you ever pick up the phone.

Establish connections

Do your homework on the prospect. Know the business they’re in. Study up on it before ever placing your call. Think about people they may know, interests they may have, and any other aspect that you might share or be able to relate to.

The faster you can establish a viable connection with the cold call lead, the more likely they’ll warm to you.

Be transparent

Sneakiness will kill your chances of a sale faster than anything else, so don’t try to be deceptive. Share with the individual how you got their contact information, reveal your intentions, all of your contact information as well as resources where they can learn more about you, perhaps even from mutually shared relationships.

Keep an element of surprise on-hand

You aren’t going to have very long to hear those magic words from a cold call — “Tell me more” — so you need to keep an element of surprise on-hand. “Did you know the average business in your area is paying 15% too much for insurance?” or “Did you know that 90% of [people in prospect’s business] are uncovered for XYZ?” Facts, figures, and other data are great ways to stop a dismissive prospect in their tracks before they have a chance to tap “End Call.”

Build layers

This goes back to your prep time and the part about objections. No one likes being sold to, but everyone loves to buy. You just have to help guide until they are the ones to make the decision to learn more or, even better, sign with your company.

It is said in football that the best offense is a great defense. If you can defend against the prospect’s objections and natural tendency toward the status quo, then your cold call scripts will allow you flexibility in how to respond to the inevitable objections.

Example: “I may not be able to get you the best price, but I can be in your office within a couple of hours whenever you have a problem, you’ll have my personal contact information any time you have an issue, and I can make sure there are zero coverage gaps in your current coverage.”

In closing

Cold call scripts should not be set in stone. They are there to provide you a starting point and a series of fluid responses that enable you to naturally prepare for most any situation that arises with a prospect. Utilize the tips above. Build out multiple responses and scenarios. Then, pick up the phone and be yourself. Good luck!