Regardless of the setting, the most productive and powerful conversations are ones that are two-way with both parties contributing and engaged. If you want to have good cold calls, you should try to do what you can to create conversations that have this dynamic with both parties involved and talking.
Of course, you will talk to many different types of people with some being more talkative than others. And you have no control over that. But what you do have control over is how you design your cold call script and you can have it structured so that there are moments where the prospect is prompted to talk and answer questions.
2. Don’t share your title
One thing that many sales people do in the introduction of their cold calls sales script is share their title and role in their internal organization. For example, someone may say, “And I am the regional sales manager for distributed application systems.”
While the sales person may be proud of their role and that title may mean something when they are talking to other people in their company, that information means fairly little to the prospect and is just wasting valuable time during the cold call. Actually, not only is it wasting time, sharing a sales title could actually create a negative impact as it can trigger the prospect’s guardedness when they here you are a sales person.
3. Don’t talk about your products and services in your introduction
Try to avoid talking too much about what you sell in your introduction in the cold call script. This can also tend to trigger the prospect’s guardedness. When they hear you talking about products and services, they begin to think, “Oh great, another sales person trying to sell me something” and they can sometimes begin to shut down.
4. Don’t forget to discuss the value that you offer
It can be common for us to leave out of the script the value that we have to offer. If you are taking product and service details out of your introduction, that presents a good opening for you to insert the value that you have to offer.
5. Don’t make your script too long
Be careful to not make not make your cold call sales script too long. You really only have between 2 to 5 minutes to work with during the cold call. If you run over that, you are taking too much of the prospect’s time and are trying to accomplish too much during the cold call.
6. Don’t go into too much about your products and services
Don’t try to get into too much detail about what your products and services do during your cold call sales script. There is just not enough time to adequately do that so save that for your first meeting with the prospect.
7. Don’t try to sell your products and services
The most common mistake that sales people make is trying to actually sell their products and services during the calling script. There is not enough time to truly build interest and close the sale. The goal should be to close the prospect on continuing to talk beyond the cold call and lead toward a larger conversation or meeting.
Launch Pad Solutions provides a sales script tool to help sales pros writh their cold call sales script.