Writing a good calling script may seem like a challenging task. The good news is that there are some very clear things that you can do to make yours more powerful.
1. Confirm Availability
Some people will disagree with this but a very powerful thing to insert at the beginning of a call script is a question to confirm if the prospect is available. A good way to do this is to ask the prospect if they have a moment or if you have caught them in the middle of anything.
The argument against this is that you are giving the prospect an opportunity to give you an objection and providing them with an easy way to get off of the call. Another way to look at it is that when they answer your call, it is like standing at the door of someone’s office. If you don’t confirm that they are available to talk to you, you are barging in and sitting down and that can have a negative impact on the level of rapport.
By asking a question to confirm availability, not only are you like to stand apart from the average sales people out there, but you are going to give a little bump to the level of rapport. You will also buy yourself a couple of minutes to work with.
2. Communicate Value
The other thing to include in calling scripts is language that communicates the value that you have to offer. Value is the positive impact that your products and services will make on the prospect.
It can be easy for us to fall into the trap of talking primarily about our products and what they do. And while that is great, what the prospect really cares about is what is in it for me. Communicating value will tell them this.
3. Qualify the Prospect
You will want to include questions that qualify the prospect in your calling scripts. These are questions that will determine if the prospect is a good fit for what you have to offer.
Not only are qualifying questions good as they can help you to decrease the amount of time that you spend with prospects that only stand to waste your time, but they also help to make cold calls more conversational.
4. Find Pain
To help you to fully qualify the prospect, you will want to find pain that the prospect is having in the areas that your products and services impact. Pain is something that is not working well or could be working better.
Your qualifying questions may uncover pain. But if they do not, you can share some pain examples that are common for other clients and having some examples in your calling script can help you to have those ready.
5. Build Interest
At the end of the day, you need your call script to be able to build some interest. If there is no interest, the prospect will likely not agree to any steps forward after the call.
You can include some statements in your script that are designed to trigger enough interest to get the prospect to agree to at least talking more after the call.