The Cold Call Script

Based on Education

Suppose I have a sales agency and you are trying to sell me new techniques to increase business goals. But my trading standards are currently in good shape and so I don't have a need to update them for now...

1. If you cold call me asking about my selling issues, I'd say I don't have any.
2. Your prospects may still not need to learn new techniques by way of a demo (or whatever else you want to sell them) when you cold call them and they may actually be satisfied.
3. But they may not know that what you offer can help them improve their goals.
4. Human beings are configured to improve ourselves personally.
5. You can use "self-improvement" ideas to start conversations with prospects who aren't in "buy-now" mode (which is most of the people you cold call).

How can we exploit the potential of self-improvement? Instead of offering a demo, offer education around a topic they're interested in that teaches them "what's possible" or "what your prospects are missing out on"...

Here's a call script you can modify to your audience:

Opening

"Hello Juan, I'm José. We haven't met, but I was hoping you could help me for a moment."

Educational Offer

"Thanks, I'll be brief. We're putting together some one-on-one Zoom sessions to teach sales enablement managers about two not-so-known tactics top SDRs are using to increase their monthly milestones met. I was hoping I could ask you a couple of questions." quick questions to see if it might be relevant to you, may I?"

illumination

question makes your prospect think differently about the solution they have and the one they may have (new opportunities beyond the ones they have now).

"Curious, what are you doing to improve the positive response rates of your cold email campaigns? Are you A/B testing email templates without doing much, or interviewing customers to get their direct buying language?" ?"

Expansion Questions

The purpose of asking expansion questions is twofold: (1) to get more information; and (2) to make the prospect feel understood and heard before asking if they would like to have a meeting. Going through the application too quickly before your prospect feels understood can lead to nowhere. Here are some expansion questions:

1. "Tell me more."
2. "Mirror" Technique: Repeat the last 2-3 words your prospect says, this will cause the prospect to talk more.
3. "What are you talking about?"
4. "Could you give me an example?"

Ask for the meeting

"Based on what you told me, I think this information could be useful and educational to you. We will share new perspectives on what other inside sales teams are doing to reach their monthly goals ? so you can see if there are opportunities beyond what you have now. Would you be willing to learn more through a very fast video call?"

It has happened to everyone that when they return from a trip they find their mail saturated (either physical or electronic). It is usual that we automatically classify mail into two main groups:

1. Junk mail that goes where it belongs.
2. Interesting emails that require our full attention.

The structure of spam and messages look the same:

Do your prospects do exactly the same thing, do they order sales people the same way? put yourself in his place for a moment. And just like spam, when your prospect hears or sees a pattern, they get defensive and won't let you say another word.

Here's what a traditional cold call pattern sounds like:

Sales person: "Hi Miguel, this is Juan from ACME. How are you today?"

Prospect: "Good."

Sales person: "We are the #1 software company on Product Hunt helping companies like yours simplify their support. We have worked with many companies like XYZ in the past and they have seen an 81% reduction in their support inquiries What I would like to do is set some time to ask you about your process and provide you with a solution that will save you money."

Prospect: **Hang up**

How do you go from being a boring person to an interesting one?

To get to the "interesting" environment you have to break away from the cold calling pattern by using an offer, a different sounding tonality.

Why does it work?

1. Why does it work?
   1. When you ask for help, people feel compelled to say "yes." Why? People like to help because it feels good to help. We are genetically programmed to do so.
   2. Use humor (can I or would you rather pass on this one? ;) ) to defuse the selling pressure. Few things defuse sales pressure more than humor.
   3. The pitch uses limiters ("Director of Business Development", "teams of at least 6 sales reps") to make the offer feel relevant and so we can better pre-qualify prospects.
   4. "I'm not sure if you'll be interested" lowers his guard because the language is not supposed.
   5. The speech does not offer a solution or a demo, we offer valuable content. During a cold call, most people are not in buying mode, your solution is worthless without a problem. Instead, this speech provides education on a topic that matters to your prospect. Most people want to be a better version of themselves, which is why they listen to podcasts, read books, attend webinars. That is the spirit of this offer.
   6. The closing reinforces why this educational session will help the prospect be more amazing.