{"id":4333,"date":"2020-03-24T14:13:51","date_gmt":"2020-03-24T19:13:51","guid":{"rendered":"http:\/\/kmbrian.com\/blog\/?p=4333"},"modified":"2020-12-03T18:26:17","modified_gmt":"2020-12-04T00:26:17","slug":"cold-calling-scripts","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/cold-calling-scripts\/","title":{"rendered":"How to Create and Use Cold Calling Scripts"},"content":{"rendered":"<p>Most sales reps either love or hate <a href=\"http:\/\/kmbrian.com\/blog\/cold-calling-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold calling<\/a> scripts. While scripts are easy to use and help you come across as confident and knowledgeable, some believe they make salespeople come across as phony or unnatural.<\/p>\n<p>We don\u2019t agree.<\/p>\n<p>Think about it: every sales rep is using some sort of script, even if they don\u2019t realize it. Unless you change how you introduce yourself or describe your product or service on every single call, you&#8217;re using a script \u2013 it just might not be on paper.<\/p>\n<p>We sat down with Wendy Weiss from <a href=\"http:\/\/coldcallingresults.com\">ColdCallingResults.com<\/a> to find out why cold calling scripts work so well, and how we should go about structuring them for optimal results.<\/p>\n<p><a href=\"http:\/\/coldcallingresults.com\/\">ColdCallingResults.com<\/a> is a sales training consultancy that works with businesses with a vested interest in increasing their sales. They help their clients grab a 3X boost in qualified leads and increase their sales faster, more easily, and more profitably.<\/p>\n<p>3X more qualified leads doesn\u2019t sound bad does it? Here\u2019s what Wendy had to say.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class='youtube-player' width='700' height='394' src='http:\/\/www.youtube.com\/embed\/vflPj6teFzE?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;start=1&#038;wmode=transparent' allowfullscreen='true' style='border:0;' sandbox='allow-scripts allow-same-origin allow-popups allow-presentation'><\/iframe><\/span><\/p>\n<h2>Why Do Cold Calling Scripts Work So Well? [1:10]<\/h2>\n<p>This is Wendy\u2019s take: \u201cA lot of people will say \u2018I can\u2019t use a script, I can\u2019t be myself, it\u2019s phony.\u2019 But if you think before you speak, that is a script.\u201d<\/p>\n<p>Indeed, sales reps tend to have a standard way they introduce themselves, or elevator speeches they all use. We all have questions we get asked repeatedly and have standard answers for, or common objections we have a prepared reply for.<\/p>\n<p>Wendy underlines: \u201cSo \u2018should I use a script?\u2019 is not actually the right question. The right question is \u2018Does my script work?\u2019\u201d<\/p>\n<p>What it comes down to is this: if you\u2019re speaking with a prospect, and you&#8217;re not getting the results you want, your script doesn\u2019t work. You need something else.<\/p>\n<h2>What\u2019s the Goal of a Cold Call? [2:45]<\/h2>\n<p>Before picking up the telephone, you have to have a clearly defined goal. This is the uncontested golden rule of cold calling. And most of the time, in sales, this goal will be to set up an appointment.<\/p>\n<p>Wendy explains that &#8220;this appointment might mean that the salesperson gets in their car and goes and drives to meet someone, or maybe that appointment is a Zoom call, or maybe everything is done over the phone. But the definition of the word appointment is that the prospect agrees to have an in-depth conversation.\u201d<\/p>\n<p>She adds that if that agreement is absent, the relationship from then on \u201cis a big struggle.\u201d<\/p>\n<h2>How Do You Approach Writing Your Cold Calling Script to Achieve That Goal? [4:02]<\/h2>\n<p>Wendy defined what &#8220;setting up an appointment&#8221; actually means \u2013 and what it doesn\u2019t mean.<\/p>\n<p>\u201cOne of the things that it doesn\u2019t mean is that you\u2019re getting your prospect\u2019s agreement to dump their vendor and hire you. You\u2019re not asking them to make a buying decision or a hiring decision.&#8221;<\/p>\n<p>She explained that one of the big mistakes she sees salespeople making repeatedly is the wrong use of language on such calls.<\/p>\n<p>\u201cThey may not mean to use this language or realize how the prospect hears it \u2013 but it sounds like they\u2019re asking them to make a buying or hiring decision, and they\u2019re not going to do that. Not over the phone and not in a 2-5 minute phone call.\u201d<\/p>\n<p>In fact, at the start of the relationship, all you should be doing is asking for some time so you can have an in-depth conversation.<\/p>\n<h2>When You Go Through Creating a Script, What Structure Should You Use? [5:56]<\/h2>\n<p>Wendy kindly shared her recommended script formula with us.<\/p>\n<p>\u201cThere are specific things your prospect wants to know \u2013 like who you are and what you want,\u201d she explained. \u201cThe formula gives you a way to plug in this information and get to it really quickly\u201d.<\/p>\n<p>Start off by saying hello and introducing yourself. Sounds simple right? Well, according to Wendy, many salespeople want to start by asking a ton of questions. However, your prospect doesn\u2019t want to answer your questions at this point.<\/p>\n<p>Why should they? They just want to know who you are and what you want.<\/p>\n<p>\u201cSo you\u2019re better off getting to the point,&#8221; explains Wendy. &#8220;Introduce yourself, give your value proposition, and put your value proposition in pedestrian language. Don\u2019t use your marketing department\u2019s value proposition because that\u2019s not how you talk. Talk like a human being.\u201d<\/p>\n<p>According to Wendy, the call should go something like: \u201cWe have a track record of helping our clients,&#8221; and then you plug in how they&#8217;re better off after you work with them.<\/p>\n<p>Then it\u2019s time to give a few credentials and a success story, too.<\/p>\n<p>Wendy says: \u201cRemember, you\u2019re the only one with those stories. And those are very powerful and they\u2019re very big differentiators. So tell your story, quickly. This is two or three sentences \u2013 it\u2019s not War and Peace.\u201d<\/p>\n<p>Finally, ask for what you want, which is the appointment. So to go back over the basic formula:<\/p>\n<ul>\n<li>\n<ul>\n<li>Say hello and introduce yourself<\/li>\n<li>Give your value proposition<\/li>\n<li>Give a couple of credentials<\/li>\n<li>Give an example<\/li>\n<li>Ask for what you want<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>How Can We Be So Brief? [9:10]<\/h2>\n<p>Being as concise as the formula demands can be tough. It&#8217;s hard to be brief when it\u2019s your story because you\u2019re too involved in it, Wendy explains.<\/p>\n<p>\u201cAt <a href=\"http:\/\/coldcallingresults.com\/\">ColdCallingResults.com<\/a>, we run training and coaching programs, and frequently edit our clients\u2019 scripts. Less is more.\u201d<\/p>\n<p>She asks us to consider the outcomes. If you have a client that hires you, why are they hiring you? What is the business problem that you are solving for them?<\/p>\n<p>Wendy warns that salespeople shouldn\u2019t talk about what <em>they<\/em> do, but instead how the prospect\u2019s business would be better off by engaging them. She recommends making a list of all the things your company does, and after each point on the list, write down how the client will benefit from this item.<\/p>\n<p>\u201cYou might have a list of 100 things you do, but you\u2019ll end up with 2 or 3 outcomes \u2013 and that\u2019s what you need to talk about,\u201d she says.<\/p>\n<p>\u201cWe call one of our coaching programs \u20183X appointments\u2019 because when people do this program, at a minimum their numbers double, but usually they triple. That means they triple the number of qualified appointments they\u2019re able to schedule and then down the line, of course, there\u2019s a corresponding increase in revenue.\u201d<\/p>\n<h2>Where Can People Go to Learn More? [12:30]<\/h2>\n<p>Coldcallingresults.com has launched <a href=\"http:\/\/wendyweiss.isrefer.com\/go\/CC-911\/ML\/\">The Cold Calling Survival Guide: Start Setting Appointments in the Next 24 Hours<\/a>.<\/p>\n<p>This ebook is great \u2013 it outlines a step-by-step process to enable you or your sales team to start setting up more qualified appointments quickly.<\/p>\n<h2>Remember: Do What Your Prospect Wants You To [14:45]<\/h2>\n<p>Wendy underscores: \u201cIt\u2019s much easier when you do what the prospect wants you to do, and not what you want to do.<\/p>\n<p>\u201cBecause when you get it right, the prospect will open up their calendar and book the appointment with you. If you have questions you want to ask them \u2013 it\u2019s much easier to ask the questions after someone has agreed to meet with you.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most sales reps either love or hate cold calling scripts. While scripts are easy to use and help you come across as confident and knowledgeable, some believe they make salespeople come across as phony or unnatural. We don\u2019t agree. Think about it: every sales rep is using some sort of script, even if they don\u2019t &#8230;<\/p>\n","protected":false},"author":3,"featured_media":4335,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[55],"tags":[],"jetpack_featured_media_url":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/03\/IRlV8Qrw-scaled.jpeg?fit=2560%2C1440&ssl=1","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - http:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>How to Create and Use Cold Calling Scripts<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"http:\/\/kmbrian.com\/blog\/cold-calling-scripts\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"How to Create and Use Cold Calling Scripts\" \/>\r\n<meta property=\"og:description\" content=\"Most sales reps either love or hate cold calling scripts. 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He has over 15 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit and many other Fortune 500 caliber companies.\",\"sameAs\":[\"http:\/\/kmbrian.com\"]}]}<\/script>\r\n<!-- \/ Yoast SEO Premium plugin. -->","jetpack_sharing_enabled":true,"jetpack_shortlink":"http:\/\/wp.me\/p85zFH-17T","jetpack-related-posts":[{"id":2618,"url":"http:\/\/kmbrian.com\/blog\/b2b-cold-calling\/","url_meta":{"origin":4333,"position":0},"title":"The Ultimate Guide to B2B Cold Calling","date":"07\/02\/2019","format":false,"excerpt":"Experts have been predicting the demise of cold calling for years. But while it\u2019s true that cold calling as we used to know it isn\u2019t as effective as it used to be, it's far from dead. Today\u2019s cold outreach simply requires a different approach. As tempting as it might seem,\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2019\/07\/The-Ultimate-Guide-to-B2B-Cold-Calling-Header.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1475,"url":"http:\/\/kmbrian.com\/blog\/create-cold-calling-sales-scripts\/","url_meta":{"origin":4333,"position":1},"title":"How to Create Your Own Cold Calling Sales Scripts","date":"05\/23\/2020","format":false,"excerpt":"Cold calling is challenging enough, but finding a cold calling script that\u2019s not only effective but also specific to your business can be downright impossible. Rather than combing through endless Google searches or dozing off skimming a cold calling guidebook, you should simply create your own. That\u2019s what we\u2019ll talk\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-cold-call-script-header-1.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":3080,"url":"http:\/\/kmbrian.com\/blog\/cold-calling-tips\/","url_meta":{"origin":4333,"position":2},"title":"15 B2B Cold Calling Tips to Boost Your Success Rate (& Keep It Fun)","date":"05\/13\/2020","format":false,"excerpt":"Believe it or not, cold calling success isn\u2019t about the script you use or the structure of your call. Those are important elements, of course, but they aren\u2019t what matters most. What does move the needle, you ask? Keep reading to learn 15 advanced cold calling tips that anyone can\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2019\/10\/Cold-Calling-Tips-to-Boost-Your-Success-Rate.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1294,"url":"http:\/\/kmbrian.com\/blog\/10-rules-sales-prospecting\/","url_meta":{"origin":4333,"position":3},"title":"The 10 Golden Rules of Effective Sales Prospecting","date":"05\/16\/2018","format":false,"excerpt":"Effective sales prospecting is key to the success or failure of the sales representatives within your company. But it\u2019s not sales. Prospecting is the step that comes before selling because it\u2019s the step that brings you leads. You need either dedicated prospectors that can turn over leads to a killer\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/05\/The-10-Golden-Rules-header-b.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4188,"url":"http:\/\/kmbrian.com\/blog\/cold-calling-techniques\/","url_meta":{"origin":4333,"position":4},"title":"Ditch Your Script, Use These Cold Calling Techniques Instead","date":"03\/11\/2020","format":false,"excerpt":"\u201cCold calling is dead!\u201d I\u2019m tired of hearing this argument \u2014 largely because the argument is between salespeople and \u201csales gurus,\u201d when what our prospects think about cold calling is far more important than what we salespeople think. The problem isn\u2019t that cold calling is dead. It\u2019s that reps aren\u2019t\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/02\/Ditch-your-script-A.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4481,"url":"http:\/\/kmbrian.com\/blog\/sales-call\/","url_meta":{"origin":4333,"position":5},"title":"Sales Call Strategy: Everything You Need to Know","date":"05\/07\/2020","format":false,"excerpt":"Phone selling is a must-have skill for salespeople. But unfortunately, in-person sales skills don\u2019t necessarily translate to phone calls, where you don\u2019t get the benefit of seeing your prospect\u2019s expression, body language, and other non-verbal communication. A few of the factors that go into successful phone selling include: Developing and\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/05\/Sales-Call-Strategy-A-2804.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/4333"}],"collection":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/comments?post=4333"}],"version-history":[{"count":8,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/4333\/revisions"}],"predecessor-version":[{"id":6174,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/4333\/revisions\/6174"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/media\/4335"}],"wp:attachment":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/media?parent=4333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/categories?post=4333"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/tags?post=4333"}],"curies":[{"name":"wp","href":"http:\/\/api.w.org\/{rel}","templated":true}]}}