Best cold calling scripts to boost sales in 2020 (and beyond)

Best cold calling scripts to boost sales in 2020 (and beyond)

You might think that cold calling for sales pitch might be a thing of the past, but did you know that 92% of customer interactions still happen over the phone?

But despite those numbers, the success rate for cold calls is appallingly low.

That’s why your sales team should always have appropriate cold calling scripts at hand before they approach a prospective client. That’s the key to preparedness, so you know your salespeople are ready to deal with any type of prospect in any situation when presenting their pitch.

Ideally, a well-written cold calling script will be nicely personalized to the needs of the prospect. It’ll use short sentences and to-the-point descriptions, making it easy for them to follow. But all the while, it will also be very to-the-point, so avoid getting sales-y unless you deliberately want to drive potential investors away.

We are here to show you that cold calls don’t have to be a waste of time and resources. All you need is the right context and reliable help, i.e., cold calling scripts, and you are good to go!

Best Cold Calling Scripts to Boost Your Sales

Every cold calling script focuses on a particular prospect, the challenges presented, and the related KPI’s to keep in check. And thankfully, there is a cold calling script for every situation.

Here are a few examples of cold calling scripts that can help you and your team deliver effective sales pitches:

HubSpot’s Cold Calling Template

This template from HubSpot shows examples of different questions that you can ask your potential investor in the beginning and how you can use a positioning statement according to the situation.

According to HubSpot, your cold call script should be divided into 4 parts: an introduction, a leading question, positioning statement, and a call-to-action.

This is also a brilliant example of hooking your customer from the beginning with an engaging question. By asking a question about their work experience or promotion, you’re showing interest in your prospects, making a solid connection with them from the start.

Reaching The Decision-Maker

If your prospect has no financial plan or budget in line, there is no reason to continue a sales process. Therefore, it is always advisable to do some prior homework about your prospect’s company – who makes the financial decisions? What is their decision process, and how long do they take to make a purchase?

Your script can include something like, “When’s the right time to buy new inventory management solutions according to you?” Make sure your conversation is light while also keeping it laden with curiosity. Your questions are there to gauge your prospect’s position in the organization and the role that they play in decision making.

Asking The Right Questions

Whenever you first speak with a prospect, your aim should be to simply get the opportunity to engage in a discussion. It might be a good idea to come up with a set of preliminary questions – something to get the conversation going.

There is a high chance that your prospect may not require your services, so asking the right questions can save you time and effort.

Some qualifying questions can be:

  • What is your budget for your project?
  • What is your decision-making process?
  • Are you considering any alternatives?

These questions can help you set the pace for productive dialogue and help you head in the right direction.

Befriending The Gatekeeper

A gatekeeper can be anyone who comes in the way of direct interaction between a salesperson and their prospect. For example, receptionists, secretaries, and HR managers can be referred to as gatekeepers as they filter all the calls they get and decide which call to forward to their boss.

For this reason, it is important to first attract and befriend the gatekeeper. In the following cold call script, the salesperson directly asks the potential buyer for their name, thereby not wasting any time coming straight to the point.

Source: Eventual Millionaire

This example works great because by asking the gatekeeper “to help” with your prospect’s information, you’re making this into a referral that strengthens your position in front of the buyer.

Getting Through The Gatekeeper

Gatekeepers might keep you from your decision-maker. However, they can come in handy by referring you to their boss (and your prospect!) Try to get through the HR manager or receptionist by making them a part of your sales pitch.

For example:

Now because you’ve engaged the HR manager and made them a part of your pitch, they’ll likely refer you to your boss. Better yet, the decision-maker will have all the more reason to connect with you once he sees a team-mate already connecting with your service.

Turning Every Simple Call Into A Referral Call

Referrals are an effective way of making your call seem more personalized. In the above example, we saw that the HR manager would make the ‘referral’ to their boss, which is a great way for someone to recommend your services.

It doesn’t matter how you get a referral. As long as you can turn every potential call into a referral call, you may have a valuable lead in your pocket!

Asking Leading Questions

It is always advisable to do your homework about your prospect’s work and past experiences. However, you cannot get all the information from their social media accounts.

So once you’ve established a connection with them, try asking questions that give you specific information about your prospect’s needs. For example,

What are some of the biggest challenges that you face in your role?

What tools does your organization use to help with XYZ service?

These questions are helpful because they help you fill the information gaps. You can use this information to make your product more attractive for your prospect and provide qualitative insights.

Using Mutual Connections

Chances are that you and your prospect share a mutual connection. It can be a mutual client, a friend, or even a referral. This cold calling script is the easiest to devise because you don’t have to be overly creative or unique to make an impression.

Your mutual connection may have done that for you!

In cases like this, your cold call script may look something like:

Source: Salesmate

However, one thing to remember is to mention the workplace of your mutual connection, so your prospect has a clear way of identifying the lead. There is a high probability of them converting into a buyer because they already have a good reason to trust your service.

Using Friend Referrals

While we have seen how referrals with a mutual client can work, mutual friends may work a little differently. When you have a close friend who also knows your prospect, chances are you have an easy lead to follow. However, you have to make sure to make the connection seem genuine and authentic.

So how do you do that? Look at the following template

Source: Eventual Millionaire

Attracting By Special Offers

A special offer script works like wonders! It can create an engaging dialogue with your prospect that doesn’t make your sales pitch sound salesy or like spam. However, your special offer should be relevant to your prospect’s business.

Remember, your goal here is to engage in a conversation and know more about your prospect’s business.

Here is an example:

Source: Fit Small Business

This example works best because it does not sound like a sales pitch. Rather, it enquires about the prospect’s business and even offers to further meet and engage in a conversation.

How To Improve Your Cold Calling Techniques

Obviously, it is a huge challenge to deliver a sales pitch to a buyer who’s never heard of you or the product you’re selling. If you sound too salesy, you stand a chance of losing a potential buyer. Similarly, if your pitch lacks enthusiasm, your prospect may lose interest in your product.

Here are some tips and tricks to keep in mind when writing your cold calling script.

Make Use Of Technology Wherever Possible

To increase the number of prospects that you close on, it is important to have detailed and personalized information on all of them. Digitize your workflows so all your useful information can be in one place and can be instantly accessible. Also, make sure to use a CRM tool to store and manage all of your contacts in one place.

Pick the Right Time to Call

Build a schedule and stick to it. Don’t call up people at random times and any day of the week. Your prospects will quickly grow tired of you and might just block your persistent calls.

Remember to keep track of when most prospects are likely to answer a call. Doing prior research will help you make a bigger impact on your buyers.

Prepare for Denial, Objections, Hang-ups

Prepare yourself for the fact that cold calling cannot be mastered overnight. You’re going to face significant rejections, hang-ups, and maybe even some angry bosses. But this is going to be a learning experience for you to get better at devising your script.

Don’t Waste Anyone’s Time

When building your prospective buyers’ list, you may realize there are a lot of targeted contacts. However, calling all of them would mean wasting both your and your buyers’ time. It is advisable to make the criteria of people to help you find the right prospect.

For example, is your prospect’s organization from the same industry as yours? What role is the person at the other end of the call playing in decision making? Are they in need of your services or any services for that matter?

A set criteria ensures that you only call potential prospects who are likely to benefit from your services.

Leave Voicemails

Remember, you cannot always get hold of each and every prospect immediately. They might be busy, traveling, or simply not interested in taking on any new services.

However, if your call is not answered, you should leave a short voicemail giving a brief introduction and the reason you called. You can also leave your contact information and remind them of your call later on.

Always Follow-up

Let’s say, for example, you called a potential prospect, and they ask you to call back again. It is preferable to follow up with an email or text message before you call them. From there, you can then ask leading questions and follow your usual sales pitch accordingly.

Following up with a potential buyer shows that you are genuinely interested in the buyer and their organization.

Keep in mind that you can easily automate the process of following up with your prospects via email. Popular email services such as Zoho or HostGator make it very easy to create and schedule your follow up messages so your prospects can remain engaged.

Sound Natural

Remember, the more natural you sound, the better there is a chance for you to connect with your buyer. Nobody likes to listen to a rehearsed speech. This doesn’t mean that you shouldn’t have a script! In fact, with enough practice, you can learn all the jargon and lingo required to keep your calls natural and interesting!

Strive To Review And Improve

No one closes 100% of their prospective list. Whether it is a rejection, a deal gone wrong, or a successful phone call, you should always review and reflect on your conversation and find ways of improving your strategies.

If you’re looking for further techniques, check out this article on cold calling tips.

Wrapping Up

Now that you’re equipped with quality cold call scripts remember that your major goal should be to form an authentic connection with your prospects and then dive into leading questions.

Cold calling is not dead; in fact, you just have to find the right strategy to kick-start your calls and close your deals. Hopefully, this guide can serve as a starting point for you to take over your prospective buyers’ list.

Will Cannon is the founder of UpLead and Signaturely, places great emphasis on lead generation, customer acquisition, customer profiling, and outreach campaigns to maximize business ROI. As a profound sales expert, he considers these aspects significantly impact business growth and drive conversions.

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