The 3 Reasons Cold Calling Matters
#1) Cold calling moves the needle (immediately).
Cold calling is probably the fastest way to catch up to your sales quota over any other form of communication.
#2) Cold calling is the quickest way to get a response.
People ignore emails, but it’s hard to put the phone down to another human being. Cold calling allows you to quickly move through a list of prospects and get responses.
#3) Cold calling helps you build a rock solid pitch, quickly.
Reaching a prospect by phone is not only fast, but allows you to quickly learn about their wants and needs. Understand what kind of language doesn’t work and quickly refine a winning sales pitch.
The Cold Call Script Structure
Of course, every cold call is different, but here’s a structure which should cover most scenarios:
- The Path
- Finding a Gap
- The Ask
Let’s break down those 4 parts with the script we use, potential responses and explain what we like about each part.
Part 1 Introduction
“Hi my name is <NAME> from <COMPANY>
How’s it going?”
There’s a lot about what to say once you introduce yourself (market research actually leans towards “How are you doing?”)
BUT, what really matters is:
Energy + Confidence
If we come across as positive and upbeat, we are much more likely to get a response.
Part 2 The Path
Next up, you'll give them a quick introduction of what you do and see if you can buy more time with the prospect and start to warm them up.
They say: “I’m doing well”
You say: “That’s great to hear. The purpose of my call is <1 SENTENCE OF HOW YOU CAN HELP THEM>
For Vouris it would be: “we help to improve the performance of inside sales teams with a proven strategy and process.”
I think we can help you, but I’m not 100% sure. Do you mind if I ask you a few questions and let you decide if we should chat?”
Cold calling is all about buying time with the prospect.
If they agree to continue the conversation with you then you buy more time to move towards an appointment or a sale.
At this point if they say no, you can try to see if there is a better time to call them, or get their email and send through some information or a link to book an appointment.
Let’s see what happens if the prospect agrees to chat
They say: “Sure.”
You say: “Thanks for the time. Typically we <2 DIFFERENT SINGLE SENTENCE VALUE PROPOSITIONS OF HOW YOU CAN HELP THEM>
For Vouris it would be: “we help start up companies whose inside sales teams are struggling with creating a predictable flow of opportunities. Or. they are producing a predictable flow of opportunities but the number of opportunities needs to be higher.”
I’m curious, which one of those resonate with you?
By giving the prospect two options, we can guide the direction of the call.
This part is called The Path because we are leading our prospects on a journey to find the best product/service for them.
Calling and just trying to book a meeting straight away will get a much lower number of people saying yes.
Once we identify the prospect’s problem, it becomes much easier to get them to agree to a meeting as we match our solution to their problem.
Part 3 Finding a Gap
These two value propositions now get a response:
They say: “Yes. We don’t have a predictable flow of opportunities”
You say: “Let me ask. Why do you think that is?”
Now you let your prospect talk.
We want to find a gap where we can get them interested in our solution and book an appointment.
After you let them talk about the reasons why they think that is, you can begin to drill down to what they really want and aren’t getting.
At Vouris, we help sales teams increase sales, so we would drill down into those numbers.
We say: “How many sales appointments are you getting a week?”
They say: “10”
We say: “What does that number need to be for you.”
They say: “20”
That’s the gap.
It’s the gap between what the prospect has now and the vision of where they want to be.
This gap is where we explain our solution can be used, to help them get to where they want to be.
We can dig further as we prepare to make the ask with questions like:
- What have you tried? How did that work?
- What’s stopping you getting to where you need to be?
- Have you had any outside help to overcome this issue?
Part 4 The Ask
The answers to these questions will help you position your solution and tailor your ask to exactly what the prospect has said.
Now we can make the ask and set up a meeting.
You say: “Thanks for filling me in <NAME>. From what I heard, you are tring <WHAT THEY ARE TRYING> to get <WHATEVER VALUE PROPOSITION RESONATED WITH THEM>
Why don’t we do this. Let’s set up some time to have a conversation about our <YOUR PRODUCT/ SOLUTION> that will help you get <THEIR DESIRED RESULT>”
Does that sound fair?
They say: “Yes”
You say: “What’s your availability look like tomorrow?”
We love same day/next day appointments.
Not every company can do it, but the sooner the meeting the more likely you are still fresh in their mind, and they will actually show up.