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Whether you are leaving a voicemail, reaching out to a prospect for the first time, doing a second follow-up or calling from a referral, cold calls of any variety, all stem from the same key elements. Use this guide and the accompanying scripts to breeze through all 5 cold calling scenarios, so you can get the sale!
 
What are the Elements of a Basic Cold Call?

For starters, keep in mind your prospect is likely bombarded by information on a daily basis. Whether they are receiving emails, direct mail or other cold calls, failing to set yourself apart from the competition could cost you the lead or even the sale. You must, therefore:

• Recognize Your Prospect

• Identify Yourself

• State the Reason for Your Call

• Make a Qualifying Statement

• Set the Appointment

5 Cold Calling Scenarios and 5 Solutions

Here are some helpful scripts for approaching each of the five different cold calling scenarios to ensure you don’t lose your prospect.
 
You Get The Voicemail

Voicemail serves as an effective sales call block for many companies, so it’s important to be upfront about your needs. Start by recognizing your prospect and introducing yourself and your company.

“Hi {their name}, I’m {your name} calling you from {company name}.

Don’t waste time. State your reason for calling right away, ask to be called back and thank the prospect for their time.

I’m giving you a call today because I’d like to tell you a little more about {specific product or service}.  I think we might be of interest to you because we can {state value proposition}. If you wouldn’t mind giving me a call back at your convenience so we can discuss further, that would be great. I can be reached at {number}. I look forward to chatting with you!

What if You Make Contact?

You will want to recognize your prospect, introduce yourself and your company and immediately ask if you can tell them more. Requesting to expand the conversation gives the power over to your prospect, which is key to nurturing your call into a sale.

Request to expand:

{Name}, I hope I haven’t caught you at a bad time. Would you be able to talk for a moment about your {service} needs?

Then, state the reason for your call – which should be the result of your offer. Determining a specific need is the next step – if there is no need for your services you don’t want to waste your time or your prospect’s time.

{Name}, I am calling to see if you could benefit from our {service} which can provide you with {value proposition}.

Once you’ve identified a need, move towards setting up the appointment.

I can send you some more information about our services and some testimonials from other clients who have found significant value for you to review. Would you be available {suggested follow up call time and date} for a call to discuss your thoughts after you have had some time to read over the material?

Once you get the confirmation, make sure you thank your prospect for their time and confirm the follow up.

Great {name}! I have you down for Wednesday at 3PM. I look forward to speaking with you! Thank you for your time today.

Don’t muddy the conversation. Keep it focused on the next step - the appointment.

The Second Follow Up

Use this as an opportunity to talk about how your products and services can be tailored to the prospect’s needs, but more importantly listen to the prospect to learn more about their business and issues. Determine if there is interest. If there is none, you may have an opportunity to be referred to other prospects. Two effective lines to use:

{Name}, I’d love to see if our services could benefit you at this time. From our conversation, it sounds like you need {service}. What are your thoughts about having us handle {need} for you?

Great! I’m so thankful for your time – do you happen to know anyone else at your company who might benefit from our products or services?

Always thank your prospect for the time they’ve taken to chat with you, even if you don’t get the sale.
 
The Referral

Recognize your prospect and introduce yourself, then immediately let your prospect know you’ve been referred to them by a trusted source. Then follow the steps above to setting up the appointment.

Your colleague, {Name}, gave me your information and thought our services would be a good fit for you. Do you have a few minutes to chat?
 
Writing the Email

The goal is the same here. Emailing a follow-up should include recognizing your prospect, introducing your offer, giving more information and then requesting a follow-up.

Dear {Name} – Thanks so much for our chat yesterday! I think {Company} would be a good match for your needs. Please see some additional information attached for your reference.

If you’d like to set up a time to chat, you can reach me at {Your Phone} or I’d be glad to speak with you over email. Please let me know what works for you. Thanks so much for your time!

Using these key elements will help you build trust and become recognizable to your prospect. Learning the building blocks of a great sales call can help you keep your sales pipeline full and ultimately lead to more closed sales.

About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter.
Contact us today at MemberServices@cpsa.com or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

Copyright ©2014 by The Canadian Professional Sales Association
For permissions, contact editor@cpsa.com.

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