TOR 050: Every Business Must Master The Cold Call To Improve Sales (Copy This Script Template)
Here’s the latest edition of The Optimized Report newsletter, which features 1 actionable tip every Sunday to help burned-out business owners dramatically improve their performance, profit, and potential without sacrificing what's most important—TIME.
Most businesses are passive in their sales approach.
They wait, clamoring that the inbound lead Gods will finally deliver them a morsel of opportunity. But passively waiting or putting all the trust in marketing is a missed opportunity, which is:
Outbound sales.
Every successful business has an outbound sales team to generate high-value opportunities.
Even billion-dollar SAAS businesses have an arsenal of SMB and enterprise-focused sales strategies.
But you don't need to be SAAS or B2B to benefit from an outreach strategy.
It all starts with the good 'ole cold call:
Mastering the cold call.
Many salespeople make a massive mistake that prevents them from scheduling the first meeting with a prospective client.
The mistake is they don't trade enough value to gain the commitment. So every conversation must make it worth a prospect's time.
That's why cold calling is so dreadful; for the victims on the other end of the phone, there's rarely any value in the call.
Anthony Iannarino breaks down the perfect cold calling script into these sections:
Script 1: The Introduction
"The goal of the introduction is to clearly and concisely introduce yourself and the company."
But don't get too bogged down here as nobody cares about you or your company.
Script 2: The Conversation
This section should "provide clear value early in the call."
I call it punch them in the mouth with value. You're going to leave them with something to think about.
You want 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."
Script 3: The Close
The close is simple; you need to ask for a meeting.
That's the whole purpose of a cold call, set the meeting—nothing else.
An Cold Calling Example:
Here's an example from Anthony:
"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.
What do you look like Thursday afternoon?"
If you want to improve your company's results, get your sales team to master the cold call.
And if you don't have a sales team, now's the time to start building one.
TL;DR
The biggest cold-calling mistake salespeople make is they don't trade enough value to gain a commitment.
A perfect cold calling script consists of:
Script 1: The Introduction
Script 2: The Conversation
Script 3: The Close
