Let's say it from the beginning: elaborating a script to make cold calls is a must. It has to be done. You may be a good salesman and think that with your high strategies and skills to communicate is enough. Okay, the raw material is good, but... you will agree with us that there is always room for improvement. And, in this case, the margin of improvement is in the elaboration of a good script.
So that you don't get scared, we'll tell you that no, this is not about creating an airtight script, which you can repeat like a parrot every time you call a client. This would not make any sense. In fact, it's about improving your ability to deal with cold calls, improving your speech and, in short, enhancing your skills as a salesperson.
The calls must be, above all, rich and productive. Your future customers can't be left with the feeling that you've let them down and stayed so wide.
What is important here is to make a call that does not leave your interlocutor indifferent. And to achieve this you have to, firstly, do it well and, secondly, improve what you have already been offering up until now.
The importance of having a clear objective
Usually, we think a lot before taking any steps. We analyze the situation, we make prospections and we carry out conscientious evaluations. How can we not get down to work with a more or less thought-out plan when making calls to our future clients?
The first thing is to define what the objective of your calls is. In other words, to be very clear about the goal you are pursuing. To agree on a first meeting via video call? To fix a physical appointment in the calendar? To fit the benefits of your product taking into account the characteristics of that company?
To begin with, you must be very clear that hurrying is never a good idea. What you communicate to your future client should not convey the need to make a decision in the five minutes that the call may last. Keep in mind that deciding on your product may mean not only hiring something new, but also a change of supplier. With everything that a decision of this magnitude can come to suppose. That's why it's so important to keep your call calm, to respect the time and to have clear objectives.
Choose the recipients of your calls carefully
Okay, maybe you think it's a joke. But it is very important that when you write the script you really think about the type of client you are trying to contact. And ask yourself at least three questions:
1. Does your product or service solve any of their problems?
2. Are you sure this customer has this problem?
3. Is he really willing to solve it?
Start writing the script
To begin with, let's situate ourselves and the client. It is imperative that we begin with a description of the problem you have identified. From there, it is convenient that you provide data and, after having made a small previous study, indicate in which facets or areas you think their problem is located.
If the professional you are talking to is aware of that obstacle, you will be able to move forward. But, if not, it will be convenient that you offer him/her data to support your theory and to show that, for example, there is a high percentage of companies like yours trying to solve this same problem. You can make certain observations yourself and, from there, fit the rest of the discourse.
From there, you should consider the following:
- Who are you and what do you do?
Reserve the first ten seconds of the conversation for the presentation, with the aim of making yourself known. Keep in mind that it is essential that you are as clear as you are agile. This first conversation should not take longer than five minutes (it may not be two or three) and you need time to discover and make your product or service fit.
- Why did you make this call?
Next, you will have to indicate the reason why you have contacted him and, from there, not to give him a reason to express or not his interest. What you have to do next is to have a well elaborated list of open questions, in which your future client has the opportunity to open up and you, to learn. The script will be your support to ask the questions you need to ask and obtain key information to try to fit the sale. Experts recommend having 10 to 15 questions ready.
- Redirect and fit
It is not really necessary to expose the benefits of your product and service. The script should help you understand that you must ask certain questions, but then you will have to know how to match the answers with the advantages that your product can offer to solve the problem of your future client. Make sure you talk about yourself and avoid technicalities. Provide examples and success stories of companies that have managed to solve their problems with you.
An unexpected turn in the script
The cold calls are like a crossing in the desert. It is not an easy job, although there are people who are very well prepared to do it. If they also have useful products or services that can provide solutions to real problems, even better.
As you make calls, you will find everything. And even if you have a script, there will be unexpected turns. What we recommend is that you be prepared for questions or comments that may cause you to lose your strength.
For example, one of the most common is 'Are you trying to sell me something over the phone? In this case the answer should be like this: No, I'm not trying to sell anything today. I would just like to know more about how you solve this problem in your company' and to emphasize again that difficulty detected.
If they reject your arguments outright, you have no choice: 'OK, don't worry, it's very possible that this product is not suitable for you'. It is a good way to disarm them and even make them reconsider their interest, not now, but in the future. The important thing here is not to leave them with a bad taste in their mouths.
Write down all the objections they raise in their calls. You will see that in the end they are very common. It will help you to have well elaborated the answers in the script and to be more agile in future cold calls.
How does a call like this end?
Look at the clock and look at all the points you had set in your script. If you have finished and are still on the phone, there is a good chance that the person on the other end is interested in your product or service. But this is not, of course, the time to hire.
It would be good if you ended the call by summoning him/her to continue talking in more detail about the issue. Try to make an appointment, either physically or via video call. Even if you get a no, you will have won. I'm sure you will.