STEP 1: Identify yourself.
- "Hi, good morning/afternoon, (state your first name) here from (Company)."
- Immediately identify yourself, or the contact will hang up on you.
STEP 2: Respect the customer's time. Ask if the person can spare a few minutes.
- "Did I catch you at an OK time?"
- This question demonstrates respect for the person's time and an understanding that your phone call is not the only thing on his or her plate for the day. You may feel that asking this question sets you up to hear a no, but don't worry: Whether someone says yes or no or "No, but go ahead," the next statement makes the response entirely moot.
- "(Customer's first name), I'm sure you're busy and I want to respect your time, so I'll be brief."
- This statement still allows you to continue regardless of how the person initially responded to you, rather than scheduling another time to call. This is a good thing, because you've finally got a prospect on the phone, so the last thing you want to do is hang up and attempt to catch him or her again.
- "Would you be comfortable spending just a few minutes with me on the phone now, if I stick to this timetable?"
- This establishes a timeline, letting the prospect know that you're taking accountability for the length of the call, that you respect the person's time and won't keep him or her on the phone.
- Once you have gotten permission to continue, you now have a prospective customer engaged in a conversation with you--and you can then determine whether there's a good fit.
STEP 3: State the reason of your call.
- "I'm calling because... (Discuss 3 pain points that your company’s goods or services address)."
Your pain points should focus on:
- Why a prospect might need your services.
- Think about the problem that your goods or services fix.
- It should not be a list of the features and benefits of your product. Your competitors will likely have similar features and benefits, so focus on the
“pains” (i.e., problems) your goods or service cure.
At this stage in the script, there are countless directions that the call could take and deciding whether to push ahead with additional questions is a judgment call based on the response from the prospect.
STEP 4: Getting a response from the customer.
If the prospect gives a clear negative response:
- Thank them for their time, but ask if there might be anyone else at the company that might be interested in your goods or services and try to get a name, number and email (or better yet, ask to be transferred if they offer up a name).
If the prospect gives a positive response showing interest:
- The next step is to ask probing questions to better understand their business and the “pain” that they mentioned in their response to the 30 second pitch.
- Sample questions:
- "Tell me more about that…"
- "How long has that been a problem? What have you tried to do about that?"
- "And did that work?"
- "How much do you think that is costing you?"
STEP 5: Setting a Firm Appointment.
- The goal of most cold calls is simply to see if there is a need for what you are selling and then set up another call. Thus the direction of the call after interest and need is shown is to set a specific time for that next contact.