Cold calls are one of the most ubiquitous, debated, and disliked activities within sales. It’s very rare when someone actually wants to be cold-called, and very few salespeople actually like making them. Because of this, cold calling is often overlooked or avoided.
However, the truth is that cold calls are an essential (and powerful) lead generation activity that deserves just as much attention, perfection, and practice as your subject lines, product pitch, and discovery questions.
Looking at cold calls further, there is not just “a cold call.” There are many cold call scripts, but the truth is that cold calls are not one size fits all. Just like there a multitude of sales emails, there are a number of different subtypes of a cold call. Cold calls can be made on referrals, from leads gathered from events, as follow-ups on past leads, on contacts generated from content downloads, and to people who have never interacted with your company in any way ever before.
To help you maximize the effectiveness of your cold calls, we gathered some of the most effective cold call scripts for various scenarios.
Referrals are some of the best leads that you can get, but unfortunately they are not always as hot as we would like, and therefore require a cold call. This cold call script for referral leads will give you a solid introduction that will increase your chance of making a sale.
Hi (NAME), (REFERER NAME) suggested that I give you a call. We’ve been working together for a little and (S/HE) has gotten some great results, and (NAME) thought you might be able to benefit as well.
Hi Mike, Mary Dobbins suggested that I give you a call. We’ve been working together for a little and she has gotten some great results, and Mary though you might benefit as well.
It is important to put the name of the referrer right at the top. If your customer is close enough to someone to refer you to them, they have a strong relationship and you need to connect them immediately. Also, make it more about the person you are calling, and how they can benefit from working with you, rather than what you want from them.
Event are a massive driver of leads, and the personal interaction that they provide is a potent accelerator. However, there is so much happening during an event that people often forget who they spoke with and what they visited. Calling from an event can sometimes be a cold call, regardless of if you interacted with them already.
Hi (NAME), it’s (YOUR NAME) from (COMPANY), how are you doing today?
I was calling so we could continue our conversation about (TOPIC) from (EVENT), (QUAlLIFYING QUESTION)?
Hi John, it’s Cynthia from Your SaaS Software, how are you doing today?
I’m good thanks. I was calling so we could continue our conversation about an ABM platform from Dreamforce, are you still looking to purchase one?
The first thing you need to do is create familiarity. If you can engage the prospect and remind them of the interaction you had, they are more likely to participate in the conversation. Second, continue the conversation that is already started, and pick a natural qualifying question to help gather information.
Especially during times when it is difficult to find new customers, contacts from deals that feel through or lost opps may be the potential source of a sales win. If it has been a year (or two) since you’ve spoken, you will likely make a cold call when you reach out again. You will be most effective when calling these leads if you have previous information about the reasons that you lost touch.
Hi (NAME), I’m (YOUR NAME), how are you today?
I’m calling because you previously reached out to my company, (COMPANY NAME) and expressed interest in (WHAT YOUR COMPANY DOES), and I wanted to reach out and see if you needed some help with that.
Hi Jeff, I’m Carlos, how are you today?
I’m well thank you. I’m calling because you previously reached out to my company, Warehouse Inc, and expressed interest in better tracking your inventory. I wanted to reach out and see if you needed some help with that.
Again, it is important to always put your prospects first. If you know why they initially contacted your company, play off of the pain that caused them to reach out. Seek to find if they have solved that problem, and how they feel about the results. If they went to a competitor, ask about common shortcomings and cover how you can fix it. Or, if they still don’t have a solution, work on what they didn’t like before.
There are so many ways a contact or prospect can interact with your company and/or sales team online. They can visit pages, fill out forms, download content, request information or pricing, and so on. Each of these specific actions can point to different stages of the buying process, various interests, and different needs. Therefore, every action should be addressed in a unique way for maximum effectiveness.
Hi (NAME), I’m (YOUR NAME) from (COMPANY), calling because you recently requested some information about (TOPIC) from our site, and I wanted to follow up with you and make sure you got (CONTENT PIECE) and answer any questions that you may have.
I’ll also give you (SECOND CONTENT PIECE), as there is a lot more information there. While I’m at it, can I ask why you are looking into (TOPIC) today?
Hi Max, I’m Cassandra from Point-of-Sale, Inc, calling because you recently requested some information about contactless payment systems from our site, and I wanted to follow up with you and make sure you got the whitepaper and answer any questions you may have.
Great. I’ll also give you our 2020 Guide to Point of Sale Applications, as there is a lot more information in there. While I’m at it, can I ask why you’re looking into contactless payment today?
More and more buyers are making their purchase decisions without the involvement of a salesperson, but the more helpful you can be during their purchase process, the more involved they will allow you to become. Content downloads are a great time to position yourself as a helpful advisor, and mix in some questions that will get you on the road to a sale.
Zack is a Sales Content Specialist at RingDNA. He is passionate about solving everyday problems and increasing performance through innovative technology. Zack has worked directly with sales teams and understands the challenges they face on a daily basis. When he's not developing and sharing knowledge at RingDNA, he loves being outdoors, hiking, and coffee.