Eight Tips For Building Your Sales Prospecting Script

By , Queen of Cold Calling

Solo-E Certified Solo Entrepreneur Expert

Wendy Weiss - Queen of Cold Calling

There is a myth that cold calling is a numbers game. If you dial the phone enough times, someone is going to say, ‘yes.’ Perhaps that was true years ago; it is certainly not true today. It is simply too hard to get people on the telephone. When you do get a prospect on the phone, you had better have something compelling to say as you will probably not get a second chance.

The term ‘Scripting’ simply means thinking about what you are going to say to a prospect before you actually say it. It means figuring out what will resonate with your prospects before you get on the phone with them.  Use these eight tips in your script preparation for the ultimate cold calling success:

1) A good script— a well thought-out presentation that says what you want to say, precisely and succinctly, yet still gives you room to maneuver— is one of the keys to a successful telephone presentation. This is about communication and about being prepared. In writing your script, you are crafting a message and focusing your message to your prospect. Your goal with your script is for your prospect to hear you and for your prospect to get ‘hooked’.

2) Begin by asking for your prospect by name. There are two good reasons to do this. Reason number one— everyone loves the sound of his or her own name. Reason number two, the more practical reason, you want to make sure that it is indeed your prospect on the other end of the line and not the secretary or someone who picked up by mistake.

3) Do not ask your prospect, ‘How are you today?’ Generally, they will answer, ‘I am fine; what do you want?’ This immediately starts your conversation off on the wrong foot. Simply identify yourself and your company, and say what you have to say. If this is not a good time your prospect will let you know.

4) When speaking with your prospect, tailor your introduction to their concerns. This process is about your prospect, not about you. Remember that people buy for their reasons, not yours.

5) Your script is fluid. How your conversation with your prospect proceeds will determine what parts of your script you will use. So, make sure to leave some maneuvering room in your script so that if you need to change tactics— for example, tell a different Success Story— you can easily do it.

6) When your prospect tells you of her concerns, repeat them back to her. This does two things: it shows your prospect that you are listening and it makes sure that you get it right. If you do not get it right, your prospect can correct you.

7) Prospect objections are a way of getting information about your prospect. Use the objections to get your prospect talking.

8) Never use the word ‘appointment’ when trying to set one. Instead, use the word ‘meeting’. ‘Meeting’ sounds more professional and more important. ‘I would like to meet with you…’

Wendy Weiss, The Queen of Cold Calling & Selling Success, is a sales trainer, sales coach and author. She helps entrepreneurs, business owners and sales professionals gain confidence, reach more prospects, close more sales and make more money. She started her business 15 years ago, representing clients on the telephone and setting new business appointments. While Wendy no longer "dials for dollars" (except for her own business), all of her workshops, seminars, products and individual sales coaching are based on practical, real-life, hands-on experience. She has been featured in BusinessWeek, Entrepreneur Magazine, Selling Power,Target Marketing and various other business and sales publications. Her e-mail newsletter, Opening Doors & Closing Sales has an international readership and her columns are syndicated to 168 different print and Internet publications.

© Copyright 2009 Wendy Weiss

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