Nobody likes rejection. If there’s one statement I can make that I think is universal to the human experience, it’s this one. If your cold calling attempts are leading to an endless string of rejections, it’s time to check out some cold calling examples and try something new.
You announce to your sales team that it’s time to do a batch of cold calls. Groans rise from every corner of the sales floor. Cold calling is unpopular with sales teams for a number of reasons: Constant rejection, uncomfortable conversations, and more. There’s a simple way to boost morale—and close rates—while cold calling. Implementing sales scripts.
In this post, I’ll go over three cold calling example scripts, and explain the theory behind each one.
Cold Calling Examples: Unscripted
Cold calling can be intimidating, even for the most seasoned sales professionals. Still, there is a reason cold calling has been a staple of sales for decades: When done right, cold calling is incredibly effective. The trick is learning what “doing it right” looks like for cold calling, then being able to replicate that time and time again.
There are a number of reasons salespeople struggle to will themselves to pick up the phone and call their prospective clients. The first of these reasons is that they lack confidence. When you don’t know how a call is going to go, the uncertainty causes salespeople to avoid cold calls. The second reason salespeople don’t make cold calls is that they don’t have an effective script that would give them the confidence to make the call. Scripts provide competence and confidence.
We’ve helped over 320 companies improve their sales conversations—and their close rates. My development platform, Sales Accelerator, was created to provide the strategies, tactics, and talk tracks that work in today’s selling environment. The first content we produced is a program called “COACH.” This program includes 100 talk tracks for cold calling, gaining commitments that advance sales, and the challenges and objections salespeople have to resolve every day. Every course has language examples because sales is a series of conversations.
Script 1: The Introduction
The first script you’ll need to have ready is your script for the call’s introduction. The goal of the introduction is to clearly and concisely introduce yourself and the company. Don’t try to beat around the bush.
You’ll also want to use the introduction to set clear expectations for the call: How much time is the prospect agreeing to give you, and what value will they receive in return? What does your client gain by meeting with you?
“Good Morning! My name is Anthony Iannarino, and I am with B2B Sales Coach & Consultancy. I am calling you today to ask you for a 25-minute meeting to share our Q1 Executive Briefing.”
Script 2: The Conversation
The next script you’ll need to prepare is a script for the conversation itself. Here are some important things to remember about the cold call conversation:
- Provide clear value early in the call.
- Leave spaces in the script for listening—you should spend the majority of the call listening.
- Don’t try to do discovery on a cold call! Save that for the follow-up communication touchpoints. But if your prospective client asks about the trends, go ahead and preview one of the trends and its impact on results.
RELATED READ: The Best Sales Pitch Script to Sell Virtually Anything
“Have you already started to make the adjustments that would allow you to succeed in the current environment, and if not, can I share with you what we see working now?”
Script 3: The Close
Lastly, you’ll need to close your cold call confidently. When it comes to the closing of your script, you’ll want to get specific. Using a script doesn’t mean you’re being generic. Reference this prospect’s pain points. This script above is designed to create the pain of not being aware of the four trends and their potential negative consequences, as most leaders fear not knowing something they should know.
To close out the call, you’ll need to ask for a meeting. The entire call should consist of you steering the conversation toward advancing the sale with a meeting.
"Even if there are no next steps, I will share a copy of our slides that you can share with your team. “You’ll know us and how we think about these trends and some things you might want to start changing. What do you look like Thursday afternoon?”
To summarize, here is an example of phrasing for the bulk of a full cold call:
“Good morning. This is Anthony Iannarino with XYZ Widgets. I am calling you today to ask you for a twenty-minute meeting where I can share with you an executive briefing about four trends that will have the most significant impact on manufacturers in the next eighteen to twenty-four months."
"I’ll also provide you with the questions we are asking and answering with our clients so that you can share them with your management team. Even if there is no next step, you’ll know what you might start exploring, and you’ll know what you might need your team to start putting in place.”
More Cold Calling Examples
Scripting your cold calls will make your team more productive and more confident, and will increase your close rates significantly when implemented properly. The key to script-driven cold calling success is always being prepared to advance the conversation—and the sale—regardless of what objections your prospect raises.
The three scripts here will get you started on your journey to cold-calling stardom, but if you are truly ready to level up your team, this post is just the beginning. For more cold calling examples, help with sales scripts, and assistance building confidence in your sales team, check out the Sales Accelerator today!