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7 Things That Must Go in a Cold Call Script

Jeff Cochran

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Cold calling is not dead. In fact, 78% of consumers in a 2018 poll took an appointment or attended an event they learned about through a cold call. When done right, cold calling can be more effective than other types of marketing efforts.

To achieve success with this sales tactic, however, your reps must be prepared with a flawless cold call script. The strength and effectiveness of a cold call script template can determine whether the seller will clinch a sale or annoy the consumer. Insert the following seven things in your company’s cold call script for maximum persuasive power.

 

1. A Strong Introduction

The way a salesperson opens a cold call to a prospect is key. A cold call script must start with an excellent opener. Opening with a boring statement, a mumbled greeting, or too many questions can immediately turn a prospect off and stop the conversation in its tracks. The salesperson should come off confident, friendly, and positive to warm up the cold call. He or she shouldn’t rush the introduction. Instead, the seller should take his/her time saying, “Hello, I’m [Name] from [Company].” A simple but clear introduction can start the conversation on the right foot.

Make sure your company’s script template starts with a concise but positive introduction, followed by something light and conversational, ideally with personal details about the prospect’s life. A simple, “How are you?” can multiply the odds of success by 3.4. Do not start immediately with a bunch of questions. This can make the call feel like an interrogation, and put the prospect on the defensive. Instead, your salespeople should take their time and avoid sounding pushy. They only have a few seconds to form a first impression, so they should start with a concise pitch.

 

2. Personalized Connections

Although cold calling is about selling a product over the phone, the best way to seal the deal is by starting a conversation. Make the call more about a connection than about prospecting. Studies show that the longer a salesperson can keep a prospect on the phone, the higher the odds are of a sale. Striking up a conversation with the recipient can increase call duration and create a back-and-forth dialogue that can help the seller succeed. Instead of making the cold call feel like an interrogation or a preloaded list of questions, sellers should insert personalized details into the cold call script, such as:

  • Where the prospect went to college
  • The prospect’s home sports team
  • What the prospect does for a living
  • A fun fact about the seller
  • How the seller has helped similar prospects or companies

Get this information from your company’s research prior to making the calls. Your team should have identified the best prospects for the product, and spent time researching any available information about each person. This should give your reps plenty of talking points that sound personal, friendly, and conversational. Your sellers should open the prospect up to the idea of chatting, rather than making the call about sales alone.

 

3. Good Questions

The questions a salesperson asks during the call can make all the difference. For this marketing practice to work, the seller must know exactly what questions to ask, and when to ask them. One study on cold calling analyzed 519,000 calls to draw connections between the script template and the effectiveness of the call. The study found that the ideal number of questions to ask during a discovery call is 11 to 14. Asking more or less than this range drops the effectiveness of the call equally. The best questions during a cold call are leading:

  • What’s it like living next to/in [insert city or landmark]?
  • What are your top [insert industry] priorities right now?
  • What would make you more likely to switch companies?
  • What concerns do you have about switching?
  • How can we best serve you?

These questions encourage conversation, rather than allowing the prospect to simply answer yes or no. Furthermore, good salespeople spread questions evenly throughout the conversation. This maintains a more positive pace throughout the conversation, rather than several questions frontloaded at the start of the call. Your sales reps should think about the call like a tennis match, with a lot of back and forth. The right questions can lead to a more naturally flowing conversation.

 

4. Collaborative Words

Prospects prefer to talk about themselves rather than hear about the salesperson. The same study of 519,000 cold calls found that using collaborative words, rather than “I,” increased success rates by 35%. Similarly, the number of “our” vs. “my” in the analyzed calls was 55% higher in successful calls than unsuccessful ones. According to another analysis of over 500,000 sales calls, top sellers were 10 times more likely to use collaborative language than low-performing ones.

Collaborative language is more inclusive. This gives the prospect the impression that the seller is part of something bigger, rather than on his or her own. The impression of a company supporting the seller’s promises can foster greater trust in the salesperson. Collaborative language also serves to include the prospect in the conversation, rather than isolating the seller and creating separation.

 

5. Solutions for Common Objections

Every good cold call script must include go-to answers or solutions for common prospect objections. Around 35% of salespeople say overcoming price objections is the biggest challenge they face. Preparing for objections and having proven handling techniques ready could save an otherwise doomed cold call. A few tips include:

  • Pausing for at least a few seconds after an objection.
  • Continuing to talk at the same slow, back-and-forth pace as before.
  • Clarifying the prospect’s concerns with questions.
  • Confirming that you’re both on the same page.
  • Connecting with a fellow salesperson or manager for a team sales strategy.

In answering an objection, a salesperson should use the most effective language possible. This means using the strongest words to get a point across. Words like “imagine,” “successful,” “fair,” and other decisive language can help restore confidence in the seller and bring the conversation back to a light and positive place. Giving your salespeople a cold call script with best practices for answering common objections already built in can help them increase the duration of calls.

 

6. A Strong Closer

Making sales is all about the closer. Successful prospecting is all about planting seeds and getting follow-ups. The best cold call script templates stress the importance of the salesperson’s closing statements. A seller should always have more reasons for a person to buy than the number of objections. Closers should be persistent, and can be more straightforward than the rest of the conversation. It is the rep’s chance to ask the buyer one more time, or to circle back to the sale after receiving a no.

Closers are also the most appropriate place to insert discussions about price. Since price is one of the most common prospect objections, introducing price at the end of the conversation can reduce the odds of the buyer rejecting the offer. Your salespeople should give the price of the product or service as close to the end of the conversation as possible to avoid objections. At this point, the prospect is already more likely to buy. Tie the prospect’s financial goals to the closing statements. Position the product or service as the solution. The goal of the closer should be to either close the deal or get a follow-up.

 

7. Conviction from Beginning to End

Although not necessarily something in the cold call script, it is important for salespeople to use conviction during cold calls. Nothing convinces like conviction. Words that inspire confidence can help close sales. The most successful cold callers use affirmative, confident terms throughout the call, such as “absolutely,” “definitely,” and “certainly.” These words show a prospect the seller knows what he or she is talking about, and is willing to guarantee the truth behind his/her words. Conviction from start to finish during a cold call conversation can make the prospect trust the seller, and be more willing to give them his/her business.

Good sellers often practice cold calling by recording themselves speaking out loud. That way, they can hear whether their voices come off with enough strength, confidence, and conviction. A good script template is important, but delivery is where the magic happens. Sales reps must deliver scripts with confidence for them to be effective. Believing in the product or service and being extremely knowledgeable about it can help a salesperson achieve a strong tone of conviction.

 

Improve Cold Call Scripts, Increase Your Bottom Line

Cold calling does not have to be uncomfortable or pushy. It can be warm, friendly, inviting, and effective with the right script. Cold calling may be one of the most difficult marketing techniques to perfect, but the results can be worth the effort. Your team’s success depends on the tools you give them for closing sales. Excellent sales training can help a team of cold callers achieve better results from their efforts.

Shapiro Negotiations knows how to get real, measurable results from cold calling. Our corporate sales training program teaches top-converting tools, habits, and processes for optimal sales success. One of the modules in this program focuses specifically on how to overcome potential customer objections with confidence. Learn new tips and tricks for cold calling, build trust more quickly with prospects, and increase your bottom line.

 

How to Have an Effective Sales Meeting

If sales meetings feel more like necessary evils than productive meetings of the mind, you may have an issue with management. It is up to you to breathe new life into your weekly sales meetings. It is possible to get more from your meetings and make them more enjoyable for your team. All it takes is a little advice on how to run a meeting, and a few top-shelf sales meeting ideas. Use these tips to achieve more effective sales meetings at your enterprise.

 

Prepare Talking Points

As a sales meeting leader, it is your job to use the allotted time wisely. One of the most time-consuming issues many meetings encounter is lack of direction. Without clear leadership for the meeting on your part, your salespeople will lose focus and the whole meeting may run off track. This means more wasted time calling your team to order and figuring out what to discuss next. Preparation is key for a strong, productive sales meeting.

Create an agenda to make the most of your meeting time. Your agenda should be as detailed as possible, creating a step-by-step guideline you can use to walk your team through the meeting. The more you prepare for a meeting, the easier it will be to stick to your most important talking points. Prioritize your agenda in order from most important to least important. That way, if you run out of time, your team will at least have gotten the most critical points you needed to make.

Send a copy of the agenda to all reps who will be attending. That way, your salespeople can peruse the items on the list, prepare questions ahead of time, and be ready to dive right into the topics when they arrive in the conference room. This can eliminate wasted time reading over lists during the actual meeting, as well as give your team more time to come up with value-driven questions.

 

Ask the Right Questions

Productive sales meetings ask the right questions. The goal of a sales meeting is to answer important questions, come up with new marketing ideas, and to increase sales in the future. Write down a list of questions prior to the meeting so you can come prepared. Before you plan your meeting, ask yourself questions such as:

  • What is the purpose of this meeting?
  • What challenges are we facing today?
  • How long will this meeting need to last?
  • Who is in charge?
  • What actions do we need to take next?

Answering these questions will give your meeting greater direction and purpose. Once you have the answers to these questions, you can start giving your sales meeting agenda shape. The amount of time you’ll have, for example, can dictate how many topics you’ll have time to sufficiently cover.

 

Focus on One Key Issue

Another common problem with sales meetings is an overambitious leader. You may have a long list of things you wish to discuss with your team, but laying them all out at once might not be the most efficient way to run a meeting. Tackling too many talking points results in the inability to dive into the most important issues. Instead of covering more ground, you’ll really be taking a step backward.

Your meeting will run smoother and be more productive if you control the agenda by choosing one main item to discuss per meeting. This is why weekly sales meetings are often necessary – to cover a wider range of topics without stuffing too many discussions into a single conference. Your team will benefit from the ability to review one topic in-depth, with ample time to take notes and ask questions, more than several topics briefly discussed.

 

Think About Your Team’s Interests

The most effective sales meetings are the ones in which everyone feels encouraged to contribute to the conversation. Sharing ideas and bouncing ideas off one another can help you keep everyone engaged and review a topic more thoroughly. Generate a steady stream of sales ideas during a meeting with a bit of motivation:

  • Give incentives for good ideas
  • Build a more creative meeting environment
  • Be transparent with business goals
  • Ask your team questions and listen to their answers
  • Encourage “no bad questions” and mistakes
  • Provide positive reinforcement for idea-makers

Making your sales meeting more relevant for the reps attending can spark innovations, motivate salespeople to do better, build better workplace culture, and keep everyone on the same page for the duration of the meeting. It can show your reps you appreciate their hard work and loyalty, and make them want to show you the same kind of respect during meetings.

 

Start on a Positive Note

Most salespeople do not look forward to sales meetings. Yet if they know there is a chance a higher-up will recognize them for outstanding performance that week, they may have more of a reason to anticipate a meeting in a positive light. Start each sales meeting by recognizing performance. Consider giving incentives to top performers during each meeting. Put it at the start of the meeting to begin on a positive note, and to make sure you always have time to get to it. This can help your team look forward to attending each week.

 

Stick to Your Time Frame

Never host an open-ended sales meeting. This not only can allow your meeting to run on for an indeterminate amount of time, but it can also make your salespeople dread future meetings, since they do not know how long they may last. Your reps will benefit from having some expectation of meeting timeline and structure. Decide how long your sales meeting will last and stick to this time frame as much as you can.

Announce to your salespeople the exact start and finish times of your sales meeting. That way, they will know exactly how much time they will have to discuss a topic and ask their questions. A strict deadline to finish the meeting can create healthy pressure for everyone to focus, stay on topic, and use the time wisely. It can also help eliminate dawdling, chatting, and getting off-topic for an overall more productive meeting.

 

Come Away With Specific Action Steps

One of the most important aspects of any great sales meeting is how it will shape the future of the company. Sales meetings should not only review past performance and check in on where salespeople are now – it should set them up for success post-meeting. As the leader of a sales meeting, make sure to come away with specific action steps and a timeline for completing them. You should at least have the next step to continue moving the process forward. The next step may include:

  • Sending follow-up emails or calls to prospects
  • Initiating a new idea for better sales
  • Writing or rehearsing sales scripts
  • Developing new sales skills
  • Scheduling sales training sessions

Give your sales reps a clear next step post-meeting, for better direction and a more productive workplace. Show your reps that sales meetings are more than just a monotonous necessity, but a way to motivate real change and improvements in marketing. Giving actionable steps and advice for what to do after a meeting can give your employees a purpose and boost productivity.

 

Revisit Sales Training

Curious about how to make your sales meetings even more effective? Invest in corporate sales training for fresh sales meeting ideas, total meeting overhauls, or coaching on how to run a meeting. Sales meetings can make a real difference for your organization. Contact us for more information about sales training today. Your team – and your bottom line – will thank you.

New Sales Tips and Trends for 2019

As a salesperson, you always want to improve your sales techniques, volume, and practices. There’s always room for improvement in the fast-paced sales world. Our experts at Shapiro Negotiation designed our Corporate Sales Training Program to equip you with cutting-edge tools, habits, and techniques to increase your sales efficiency. Using our six-step approach to sales techniques, you’ll be able to close deals and sniff out prospects in an effective manner.

Here are a few tips that you can utilize to improve your sales efficiency today.

 

Keep Track of Prospects

Prospecting is a mindset and a practice that should be applied everywhere you go. Always think about where your next sale is or who your next lead will be when going about your daily sales operations. In addition, keep track of your best prospecting practices for reference.

Keeping a running document of prospecting tips can help you perform at peak efficiency. Record your best opening lines from emails, cold calling scripts, and LinkedIn practices that have won clients over. Refer to this document and keep adding to it to create a comprehensive prospect guide.

 

Know How to Qualify a Lead

Lead qualification is an important skill that all salespeople should master. This process helps you determine how to approach a potential client with your sales pitch. Knowing what their needs are can help you connect a potential lead with your company’s goods and services.

Always analyze the following key factors to determine if you should pursue a lead:

  • Budget: Can the lead afford your product?
  • Need: Does the lead have a need for your product and how can your product satisfy that need?
  • Interest: Has the lead expressed interest in a similar product before?
  • Role: Does the contact person for that lead have the authority to purchase your product? If not, can you reach the person with that authority?
  • Timing: Does the lead need your product within a certain timeframe? Can you and your company satisfy that time frame?

 

Prepare Questions

You want your leads to feel connected to you and your company. This will encourage them to purchase your product. To establish credibility with your potential client, make sure to adequately research and prepare materials before meeting with them.

A great way to establish a relationship with your client is to ask them engaging questions. What is their current experience without your product like? How can you help solve their problems? What do they wish they could have to make their job easier? All of these questions create a connection between you and your client. In addition, good preparation signals to the client that you care about their experience with your company.

 

Provide Options and a Safety Net

Presenting your potential client with one product option can put a lot of pressure on the client. They might become hesitant and refrain from committing to a purchase. To alleviate this risk, make sure to present your client with at least three product options so they feel in control of the sales situation.

In addition, you should also provide a safety net in case they don’t enjoy your product. This could be a free trial, a money back guarantee, or a product pilot. These techniques will ease your client into a sense of security when it’s time to close the deal.

 

Focus on Trustworthiness

A client will not commit to a purchase if they don’t trust you. It is up to you as the salesperson to build a trustworthy rapport with the client by integrating credibility, integrity, and reliability into your sales calls.

Before your meeting, research beforehand and make sure you prepare questions and sales points. This signals to the client that you are credible and knowledgeable. Always keep your client’s best interest in mind when negotiating a deal. In addition, always deliver what you say you’re going to deliver. In fact, you should over-deliver whenever possible. These actions combined will allow a client to feel at ease and develop a sense of trust.

 

Interested in gaining in-depth knowledge and interactive practice with these sales techniques? Shapiro Negotiation’s Corporate Sales Training Program uses this curriculum to provide sales professionals with the habits, tools, and practices they need for optimal sales success. Our workshops offer an integrated and systematic approach and expert design to the corporate sales world.

Contact Shapiro Negotiations to schedule a training session for your team today.