Effective Cold Call Components For Your Scripts
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Improve Your Cold Calling With Our Expert Guide
Cold calling is still a vital part of many businesses’ sales processes. Although many salespeople don’t feel comfortable making these uninvited calls, with a bit of practice and some careful planning you can make the most of the opportunity cold calling can provide. At Sandler UK, our experts have broken down cold calls into the following vital components that we have found to make them more effective and likely to lead to a successful sale.
Pattern interrupt or opening
If the prospect immediately believes you to be a salesperson, they are far less likely to respond positively. This means that when starting the conversation you should seek to be seen as someone other than your typical salesperson and, therefore, interrupt the usual pattern of their response to sales calls.
Here is one example of how this might work: ‘Hey, it’s Name from Sandler UK. We don’t know each other, but I have been doing some research on you and your company and I think it makes sense for us to talk.’
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Mini up-front contract
Put simply, this is just a quick agreement made during the call about what will be discussed so that the prospect has an idea of what will happen next. Here is an example of how you could succinctly and easily phrase this agreement.
‘Maybe, if I just take thirty seconds to explain what it is that I have found and how I think it relates to you, you can make a decision on whether it is worth continuing our discussion – and if you don’t that’s absolutely fine?’.
30-Second commercial
You are likely to have limited time to get across your pain points during a cold call. Therefore, it is critical that you distill your offering’s key features and benefits and how they can solve your prospect’s pain points. The trick is to avoid trying to outline your offer’s whole concept and instead focus on the most relevant aspects for each prospect. Try and include a relatable third-party success story to add more weight to your argument.
For the full list of cold call components to include in your scripts see our full guide.
UK-based sales training
Looking for comprehensive sales training on cold calling, strategy, leadership, and much more? Then Sandler UK is your ideal partner. We have over forty years of experience in the sales training space and host expert-led face-to-face training sessions at training centres across the UK. Plus, don’t hesitate to get in touch if you want to learn more about what we can do to help your business close more deals and grow revenues.
