To successfully address this Cold Pain Triangle audience, we have to offer value (information, lead magnet, among thousands of other resources) that makes people smarter about how to do something better.
To add value, instead of a demo, think of:
The important thing is that you are going to educate them on opportunities that you see in a market in which other people are taking advantage.
The spirit of the script is to provide an educational event to be better in some area of ??our lives or to educate ourselves on problems that we are not aware of.
Here's an example of what a cold call should sound like:
Now, let's break it down, sentence by sentence:
"I'm not sure if this is something you might be interested in"
It's disarming language because we come in and assume without pressure, when we come in with passive language like this, we create less pressure and they perceive us less like a traditional sales person.
"We are organizing a virtual event"
It is an educational event, not a demo. What is important? In teaching (not giving a demo) for VP of sales like you providing opportunities and ideas to do something better. Most people may not have a problem, but many people are open to learning how to do something better, and who doesn't like to improve? ;)
"A new technology"
What is this new technology? This creates new opportunities. You have to find out what your prospects care about, find out what they want to know, and what will make them better. A great way to do this is to look at your success stories to see what your customers are after once they use your product and use that as opportunities. Or Google some webinars for inspiration.
"I could ask you a couple of quick questions to see if this might be worth your time. Is that okay with you?"
And this last sentence is quite good, because we want to ask you if what we offer is of interest to you and if you agree that we ask you questions to see if you fit before we finish making the invitation or request for a meeting.
Another variation of the above example is:
Let's break down a key phrase:
"Sound like something you'd be open to John? Popcorn they're included ;)"
Puts the prospect in control and doesn't create the sales pressure that is typically associated with cold callers. And this idea at the end that "popcorn is included" tries to insert a little humor and fun to liven up what can be, sometimes, an awkward conversation.