11 Steps to Create the Perfect Cold Call
In today’s marketing and sales community - cold calling has an extremely bad reputation. You’ll often hear or read comments like:
“Cold calling is dead! Buyers have all of the control!”
“It’s so disruptive to a person's day - cold calling doesn’t work!”
“I hate cold calls! They never work on me!”
If you’re reading this article and you feel the same way - I don’t blame you.
With the explosion of Inbound Marketing and Marketing Automation software over the the last decade, marketers are doing what they do best; creating highly persuasive content online that provides endless support for the way you feel about cold calling, to get you to buy their automated inbound solution.
But, let me ask you this - have you ever experienced a really good cold call?
The answer is probably no - because a really good cold call won’t sound like a “cold call” - they’ll be relevant, insightful and helpful to you or your business.
Companies cold calling ineffectively will often lead WITH their product - bombarding the prospect with features and benefits. To cold call effectively companies should be leading TO their product - building trust, credibility and winning more time from the prospect along the way.
When you look at the framework and sample script below you’ll see how far into the call you get before you actually talk about what you or your product does.
Cold calling is a lost art and when mastered, it can be an extremely effective sales strategy to grow your business, because it is:
Predictable and scale-able
Delivers immediate results with unlimited potential leads.
Targeted and gives you the power to choose your own customers.
Done right - it works and is effective.
If you’re a growing company with limited marketing dollars, cold calling gives your sales team the power drive revenue and target high value clients. It takes time to create marketing content that ranks well on Google so implementing a strong cold calling script for your team early on should be a focus.
Below you’ll find 11 steps that will help you build your own cold call script to help your sales team effectively build trust, sound more credible and advance qualified leads to the next stage of your sales process.
Initially we’ll look at each step individually with examples and then you’ll be able to see a completed script at the bottom with each step stitched together.
For the purpose of this exercise, the cold call script is for a company that has developed a matching software using AI technology to help recruiters find qualified talent faster.
Step 1 - Rapport
Tell them something unique about yourself and that will make the buyer remember you and help you get a sense of the state of mind they’re in.
Example: “My girlfriend and I are trying to plan somewhere fun to for our 5 year anniversary… where was the last exciting place you traveled to?”
Step 2 - Initial Qualification Question
Confirm that you have the right person on the phone by stating the most relevant relevant qualities or traits of their role. This will help you build credibility and show you’ve done your research right at the beginning of the call.
Example: “I understand you handle all of the recruiting services at Ubisoft - is that right”
Step 3 - Social Proof
Mention companies, clients or people you’re working with that are relevant to the buyers industry or position. Again this will further your credibility that you’re someone they should be listening to.
Example: “This will be of interest to you then, because we’re currently working with other recruitment heads based in Toronto at companies like Rockstar Games and Samsung…”
Step 4 - Value Proposition
Deliver the PAIN point your product solves and the goal it will help the buyer achieve. If you’ve nailed your messaging and talking to the right person, this will peak their interest earning you more time.
Example: “…to help them cut the unqualified resumes they receive in half… and hire new candidates 30% quicker”
Step 5 - The Angle and Timeline
Why are you calling this person at this time? Develop an angle to further prove you’ve done your research and use some element of time to start creating urgency on the call.
Example: “Now given that you currently have an open Sales Manager role posted on Indeed that is over 30 days old"…”
Step 6 - Trial Close
Confirm with the buyer to see if what you’ve mentioned is relevant and something they’re focusing on to if what you’ve delivered has resonated.
Example: “…I would imagine it’s pretty important you find the right candidate as soon as possible - is that right?”
Step 7 - Your Product
Now it’s time to pitch your product and what you do, but keep it at a high level. This will further help peak the buyer interest and move them from Crazy Busy to Interested.
Example: “Essentially what we’ve done is create a software that leverages AI technology to reviews sales resumes and match them to the specific sales criteria you’re looking for - in your case - a sales manager position.”
Step 8 - Qualify Question
Begin to further qualify the buyer by asking them a specific question that will help you determine if they are a qualified lead.
Example: “What are the most important things your looking for in your future sales manager?”
Step 9 - Client Success Story
This is the perfect time to use a client success story to sell your product in someone else’s voice. Social proof will also help show you’re empathetic to the buyers current situation.
Example: “One of my clients was also looking for a sales manager position and managed to find a qualified candidate almost immediately, because we have over 10,000 resumes from sales candidates based in Toronto in our database.”
Step 10 - Qualify Questions
At this point you should have built enough trust and credibility with the buyer to ask 2-3 more qualifying questions. Do not be afraid to dequalify the buyer at this step of the process, because last thing you want to do is invest time into an unqualified lead.
Example: “When do you need the role filled by?”
Step 11 - Close Next Step
This is your moment. If the conversation has made it this far you should have enough information to determine if this is a qualified lead and have generated enough interest that the buyer will invest more time learning about your product at the next step of your sales process.
Continue reading below to see how all of the steps stitch together in a Full Script.
Hi (CLIENT NAME), it’s (YOUR NAME) calling from (INSERT COMPANY) - how’s your day going?
If WARM response - continue to build RAPPORT and tell them something Interesting…
I’m good - my girlfriend and I are trying to plan somewhere fun to go for our 5 year anniversary…Where is the last exciting place you’ve traveled to?”
If COLD OR NEUTRAL response…
I understand you weren’t expecting my call, but I was pointed in your direction, because I understand you handle all of the recruiting services for (INSERT CLIENT COMPANY) - Is that right?
If NO - ask for referral to correct person
Ok perfect… this should be of interest to you then, because we’re currently working with other recruitment heads based in (LOCATION), at companies like Rockstar Games and Samsung to help them cut the unqualified resumes they receive by at least 50% and help them hire new candidates 30% quicker…
Now given that you currently have an open (INSERT POSTED JOB TITLE) posted on Indeed that’s over (INSERT TIMELINE) days old… I would imagine it’s pretty important you find the right candidate as soon as possible - Is that right?
PAUSE to see if Prospect asks how you generated results for other clients… If NO… Continue...
Ok great to hear… I think we can help then, because essentially what we’ve done is create a software that leverages AI technology to review sales resumes and match them to the specific sales criteria you’re looking for - in your case the (INSERT POSTED JOB TITLE) position…
Now just to get a better understanding of the role you’re looking to fill - what are the most important traits you’re looking for in your future hire?
That’s interesting... In fact… one of my other clients was also using Indeed, but managed to source a qualified candidate for her (INSERT POSTED JOB TITLE) position almost immediately, because we have over 10,000 sales resumes from candidates based in (LOCATION) in our database… and our software automatically matches the best sales candidates to your job...
COMPLETE FURTHER QUALIFICATION QUESTIONS….
Well it definitely sounds like we could help you find the candidate you’re looking for before the end of the month, so what usually works best is to schedule a quick call with our product expert so they can set you up with a free trial and show you how to use the matching software - do you have time later today or tomorrow?
I hope you find the cold call script above helpful, but it can often be challenging to figure out what qualifications to ask and what messaging will deliver the biggest impact on your calls.
We’ve developed a systematic way to help you develop highly targeted messaging so please feel free to schedule a free 1 hour consulting session so we can learn more about your business and the types of customers you’re selling to.