Crafting the Perfect Cold Call Script

Welcome to crafting the perfect cold call script. This is a great step toward taking control of your enablement and getting the results that we both know you can drive.

What We Will Cover

• Why the elevator pitch is the body of your cold call script and a powerful weapon in your arsenal
• Overview on why people buy
• Format of the perfect Elevator Pitch
• Example Elevator Pitch
• Review cold calling language and why it is important
• Put it all together for the Perfect Cold Calling Script

Why Have an Elevator Pitch?

• Helps you clearly and concisely explain the value of your product
• Critical for cold calling
• Critical for when a customer is frustrated and just needs to quickly know what you do
• Critical for working on a Trade Show Floor
• Critical for client entertaining or attending any prospecting type event

There Are 3 Main Categories of Challenges/Needs That Your Customer Have

1. Technical Challenges/Needs
2. Business Challenges/Needs
3. Personal Challenges/Needs

Technical Challenges/Needs

Examples:

• Unable to see our data clearly and make decisions off of it
• Our team spends too much time trying to consolidate data than analyzing it and making decisions
• We are too reliant on Excel and have no way of sharing information
• We do not have time to make changes on every SKU on our site fast enough to keep up with Google Algorithm

Business Challenges/Needs

Examples:

• Grow the business by 20% this year
• Get Fundraising / Go Public
• Cut Spending by 30% this year
• Set KPIs for Teams / Departments that can be measured
• Retain top employees

Personal Challenges/Needs

Examples:

• Reduce risk of getting fired (job security)
• Get credit for work
• Get promoted
• Receive bonuses
• Reduce employee turnover
• Look Good internally
• Reward with less work (get out of office earlier)

Which of These Categories of Challenges/Needs Is Most Powerful at Influencing Whether Someone Purchases or Not?

Personal!!!!

The Order in Which People Make Purchasing Decisions and Justify Those Decisions

Think about your current Elevator Pitch... which category of Need does it lead off with?

Probably Technical Challenge/Need?

Benefit
Benefit
Benefit

Script Outline

1. How your product or service will personally benefit your customer.
2. What your product or service typically helps the business achieve.
3. What does your product or service technically solve or how does it technically work?

Sentence #1 (Personal Benefit)

I work closely with folks in a similar position of <prospect’s title> to help them reach their department goals which has an impact on them hitting their bonus and getting the recognition they deserve or in some cases even providing them job security.

Sentence #2 (Business Benefit)

We work with businesses in your space like <customers similar to your prospect’s company> to help them increase revenue by XXX amount while helping them retain their top employees.

Sentence #3 (Technical Solution)

Technically what we do is <description of the technical challenge your product solves>.

Does any of what I just described resonate with you?

Real Script Example

I work closely with folks in a similar position of VP of Marketing to reach their departmental goals against revenue generation, enabling them to hit their bonus and in some cases save their job if they are in dire straits.

We work with businesses in your space like Walmart, Target and Amazon to increase revenue generated from digital ad spend by about 20% each year. This has helped them smash the marketing goals and also allow them to capture more budget each year to continue to hire top talent to their team.

Technically what our product does is provides a mechanism to easily see which ads are working so that you can double down on spend without the typical time and analysis needed to make the decisions. We do this by combining all the ad data into one central location with an intuitive user interface.

Does any of what I just described resonate with you?

Now That We Have the Meat and Potatoes...

...configured in a powerful and compelling way we can add in our opening and PRESTO we have a cold calling script.

BUT FIRST... Why Are Cold Calling Scripts CRITICAL?

• It isn’t often prospects pick up the phone so you better make it good
• You have about 5 seconds until your prospect is annoyed
• Fumbling over your words is a terrible experience for the prospect and you will likely NOT get a meeting
• Having a script ensures that you hit EVERY point concisely and clearly

Exact Opening Words

“Hi <Name>, my name is <Your Name>. You and I have not spoken before but I am calling from <Company>.”

Psychology Behind These Words:

This stops the prospect from trying to place you in their mind. By letting them know you haven’t spoken before, they stop guessing and actually listen to what you have to say.

Script Continue...

“I have conducted research on your business and I believe I can help you with <specific need>. Do you have 1 more minute for me to explain further and see if you have additional interest?”

Psychology: Shows you did your homework and you’re calling with a meaningful purpose.

Script Continue...

“I promise if you are not interested, I will not bother you further with phone calls and/or emails.”

Psychology: Gives the prospect an “out” and puts their mind at ease.

If They Agree to Listen → Hit Them With Your Elevator Pitch

If They Show Interest:

“Do you mind if I ask you a few questions?”

Then ask your qualification questions.

If There Is Initial Fit:

“Great, feels like there is initial interest here. What I propose we do next is set up a longer meeting to discuss further. Are you available <specific time>?”

If They Say “NO” At Any Point:

“Is solving <specific need> not a priority for you right now?”

(If yes) → Offer another short call.

(If still no) → “Okay, as promised, I will not bother you anymore. One last thing, is there anything I could have done or said differently that would have made you interested?”

Full Editable Script Was Emailed to You

So What Is Next?

• Practice the Script OUT LOUD until it sounds completely natural
• Practice, Practice, Practice… (many times)
• Have the script in front of you at all times when cold calling so you don’t have to rely on memory