The Best Cold Call Script…Honest!

25 Apr

Before writing this script to suit your business please consider this;


No one likes making cold telephone calls (or in person) because a similar number of us don’t like receiving them either.  Why?  Because there are several perceived risks;


  1. You are going to waste my time.
  2. If I agree to see you, you’re going to leave a great big feature dump on my shiny desk.
  3. You are going to ask for information that you haven’t earned the right to know.


So, what are the objectives of the cold call?


  1. Minimize the risk in speaking with you (that’s why you only ask for 2 minutes)
  2. Minimize the risk in setting up an appointment (only speak about benefits, never features, advantages or any other indication of a pitch)
  3. Don’t ask questions.  If they agree to the appointment you may be able to get away with one or two questions but use care!  You just distinguished yourself from everyone else who will call.  Why take a chance on ruining that first impression.
  4. The ONLY other objective of the cold call is to set an appointment.


Telephone Script – I would recommend not tampering with everything in bold type.


Hello Mr. Smith, this is Greg Deming with Sales Performance Advisors.  I’d like to take two minutes to tell you why I called then you can decide if we should talk more…are you okay with that?


Most of the sales leaders I speak with today tell me they are concerned with the same issues that I faced when I ran large national sales organizations:


  1. They know that individual sales effectiveness varies dramatically, with only 59% of reps meeting or exceeding expectations.
  2. Almost 40% of top sales officers say that coaching in the field needs improvement in terms of frequency and quality.
  3. Finally, less than 50% of sales management executives felt their organization was able to consistently hire reps who were capable of succeeding.


Does this sound familiar?


Companies that I have worked with tell me they are confident that struggling contributors are easily identified and that field managers understand how to develop people to the next level of productivity.  Field managers tell me they are better equipped to hire the right people to begin with, and also better able to help people succeed.  They feel they are a part of a high performance organization.  Most importantly an effective solution turns field managers into leaders & world class trainers.


Are you interested in meeting?  It won’t cost you anything to discuss this further, and who knows?  It may be costing you not to.


The key for you to follow is keep it short, honor the prospects concerns, summarize the needs you are best able to address and also summarize the benefits that your customers (clients) enjoy.


14 Responses to “The Best Cold Call Script…Honest!”

  1. sellgosell April 27, 2009 at 6:40 am #

    Nice work, Greg. Job well done.

  2. Jeremy Jacobs May 3, 2009 at 2:45 pm #

    Nice post. Old hat but it atill works.

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