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Critique My Cold Call Script

by tbone3
23 replies
I just start an offline marketing company (website design/redesign, seo, content creation, mobile websites, etc).

Please critique my cold call script. I did this script for an hour today and got one person told me to email them with more info.

---------------------
Me: Hi is John there?
Gatekeeper: Sure who's calling
Me: Ty
John: Hi John here
Me: Hi John this is Ty from xyz company. I was looking at your website. We have a local company and basically we help local business get more sales and leads through their website. We do things like website design and redesign, as well as help get traffic to our clients' sites.

Anyways, I was looking at your site and I know we can help bring more business from the internet.

Is this something that would interest you?
---------------------

Nobody was rude or anything on the phone. It was all good, but I think I should be asking questions to engage them more or something.

Thoughts on how I could improve my script?
#call #cold #critique #offline #script
  • Profile picture of the author Jason Kanigan
    Find out what urgent, emotional problems are bothering your prospects that your solution helps fix. Then ask if they are experiencing those problems.
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    • Profile picture of the author tbone3
      I guess the urgent emotional problem of local businesses is the need to increase their bottomline?

      So are you suggesting I ask prospects, "do you want to increase your bottomline or company profits?"

      Where in the script should I be asking these questions?
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      • Profile picture of the author Dan DaSilva
        Originally Posted by tbone3 View Post

        I guess the urgent emotional problem of local businesses is the need to increase their bottomline?

        So are you suggesting I ask prospects, "do you want to increase your bottomline or company profits?"

        Where in the script should I be asking these questions?
        Try rather asking than guessing! What we assume is often not how our prospects see the problem, so asking questions and being curious helps substantiating and monetizing the real challenges. When to ask? It is probably less important when but how. Try to not confront them right away but weave it into a conversation. I would change the script as follows:

        Instead of a sales pitch telling him the goods about you and your company, have a very brief intro, then focus the call on a problem that caught your attention while visiting the prospect's site. Come up with something specific and he will listen. In the same time you are viewed as an authority. Tell them what technical problem you identified and what it will typically cause in terms of traffic and sales. Ask him if he's aware of it and if he'd like to change that in return for getting more business. Then, offer to help resolve that problem - without trying to sell something! Ask when he has time to go over it and qualify if he's a fit for your business. Make sure he's interested (and willing to invest for more business!). Then, only then make the offer.

        Hope this helps,
        Dan
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        • Profile picture of the author tbone3
          Originally Posted by Dan DaSilva View Post

          Try rather asking than guessing! What we assume is often not how our prospects see the problem, so asking questions and being curious helps substantiating and monetizing the real challenges. When to ask? It is probably less important when but how. Try to not confront them right away but weave it into a conversation. I would change the script as follows:

          Instead of a sales pitch telling him the goods about you and your company, have a very brief intro, then focus the call on a problem that caught your attention while visiting the prospect's site. Come up with something specific and he will listen. In the same time you are viewed as an authority. Tell them what technical problem you identified and what it will typically cause in terms of traffic and sales. Ask him if he's aware of it and if he'd like to change that in return for getting more business. Then, offer to help resolve that problem - without trying to sell something! Ask when he has time to go over it and qualify if he's a fit for your business. Make sure he's interested (and willing to invest for more business!). Then, only then make the offer.

          Hope this helps,
          Dan
          lol why didn't I think of this?? This is a great way to show your knowledge in a way that is offerring value to the prospect instead of bragging. I'm going to try this.
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        • Profile picture of the author tbone3
          Originally Posted by Dan DaSilva View Post

          I would change the script as follows:

          Instead of a sales pitch telling him the goods about you and your company, have a very brief intro, then focus the call on a problem that caught your attention while visiting the prospect's site. Come up with something specific and he will listen. In the same time you are viewed as an authority. Tell them what technical problem you identified and what it will typically cause in terms of traffic and sales. Ask him if he's aware of it and if he'd like to change that in return for getting more business. Then, offer to help resolve that problem - without trying to sell something! Ask when he has time to go over it and qualify if he's a fit for your business. Make sure he's interested (and willing to invest for more business!). Then, only then make the offer.

          Hope this helps,
          Dan
          Ok here's the new script I'm working on based on Dan's structure and keeping in mind the other feedback on this thread:

          ---------Start of New Script-----------------

          My my name is Ty from xyz company. We are a local online marketing company specializing in website design and boosting sales from that website. [brief intro]

          Anyways, the reason I'm calling is because I noticed a few things regarding your website that is negatively affecting your site's traffic and sales. Do you have a minute?

          On your site, I noticed problem 1 blah blah [problem]

          Are you aware of this? [ask if he's aware of the problem]

          Is this something you want to fix in return for more business? [ask if he wants to fix problem]

          This is something that can easily be fixed. We can fix it for you in a few days. [offer to help resolve the problem -Is this part right?]

          ---------End of New Script-----------------

          I got stuck at:

          "Then, offer to help resolve that problem - without trying to sell something!"

          This is kind of tricky.

          "Ask when he has time to go over it"

          Why do I need to ask if he has time to go over it? Didnt' we just talk about it the problem?

          "qualify if he's a fit for your business."

          How should I qualify if he's a fit for your business? Is this a phsychological tactic to get them to want to buy?
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  • Profile picture of the author econnors
    The only thing about that question is what do you do when they say "no?"

    Believe me - they will say no. It seems like a no-brainer, but some folks say no just to avoid what you're selling. They can smell you coming from a mile away.

    The questions should start early on with you determining that it's a good time for them to talk. As Jason says, it's a good idea to ask them "Is it a bad time to talk?" Once you've overcome that hump, you can brief them on what you do and ask for permission to explain in more detail.

    After that, the questions should be scattered throughout the presentation. You have to keep them listening and engaged. If you all you do is talk, all you're seen as is a pitch, and they have no use for you. Remember that saying "people don't care how much you know until they know how much you care?" Well, that's true all of the time when you're on sales calls. Sure, a one-sided agenda can work, but building rapport will net you the greatest results.
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    • Profile picture of the author goindeep
      I suggest you tell them you are offering free twenty minute phone or walk in consultation's. You can give them some free tips and hints and then make an offer at the end.
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  • Profile picture of the author EnzoBlaque
    Forget cold calling completely, no one has time to sit and listen to a sales pitch. As soon as they realise your intention is to get them to use your service, wether they need it or not, their answer is 95% likely to be NO.

    INSTEAD, why not just get referals? Try and think; how can you get people to put their good names on the line to refer you to the most powerful people they know?

    Simple... you pay them.

    Send out a blast message to everyone you know on facebook, twitter, and linkedin letting them all know that you're offering a 10% commission for any client that they refer to you.

    AT THIS POINT, you can now sell to the client from a position of authority. Get them to sign 6-month or 1 year contracts and then you pay the referrer 10% of the entire thing. Now that's BIG money!

    The key here is to get everyone you know to become a salesman for your services... Cold calling is so 1999.
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    • Profile picture of the author MaxwellB
      Originally Posted by EnzoBlaque View Post

      Forget cold calling completely, no one has time to sit and listen to a sales pitch. As soon as they realise your intention is to get them to use your service, wether they need it or not, their answer is 95% likely to be NO.

      INSTEAD, why not just get referals? Try and think; how can you get people to put their good names on the line to refer you to the most powerful people they know?

      Simple... you pay them.

      Send out a blast message to everyone you know on facebook, twitter, and linkedin letting them all know that you're offering a 10% commission for any client that they refer to you.

      AT THIS POINT, you can now sell to the client from a position of authority. Get them to sign 6-month or 1 year contracts and then you pay the referrer 10% of the entire thing. Now that's BIG money!

      The key here is to get everyone you know to become a salesman for your services... Cold calling is so 1999.
      BAHAHAHAHA maybe because they wanted to make sales in 1999 and not wait around for referrals.

      Referrals are great, they convert better than a cold call and they are less hostile because of the relationship with the referrer. But there is one thing even paying for referrals can't do and that's predict their flow.

      The best marketing strategies are those that are both predictable and measurable. You can measure the effectiveness of your cold calling, you know that if you get on the phone today, you will make a sale. after some trial and error you can know that you will make a sale out of every 150 dials or 50 dials or 300 dials. You can make a 3 sales a day if your metrics allow.

      So you can predict your monthly sales based on calls, conversations, and ultimately closed sales.

      You cannot measure the effectiveness of paid referrals or any referrals and you cannot predict when you will get them.

      You will never know how many people will actually take your 10% offer and be active with it...be half A** with it, or not do anything with it.

      You will never be able to predict how many referrals you get in one month, one week, one day.

      Referrals are great....great to add right before the close.

      "Now Mr. Prospect, I'm sure a lot of people like your service and they tell all of their friends, I too get business from referrals. I always ask new clients that when they are completely happy with their (mobile website/website/new business from seo/copywriting whatever) that they sit down for 15 minutes and write down business owners names and numbers that they know that might be interested in what we have, could you do that for me when your completely satisfied?"

      "Great, John go grab a pen, paper, and your credit card and I'll wait here while you do that"
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      • Profile picture of the author Dan DaSilva
        Originally Posted by MaxwellB View Post

        BAHAHAHAHA maybe because they wanted to make sales in 1999 and not wait around for referrals.

        Referrals are great, they convert better than a cold call and they are less hostile because of the relationship with the referrer. But there is one thing even paying for referrals can't do and that's predict their flow.

        The best marketing strategies are those that are both predictable and measurable. You can measure the effectiveness of your cold calling, you know that if you get on the phone today, you will make a sale. after some trial and error you can know that you will make a sale out of every 150 dials or 50 dials or 300 dials. You can make a 3 sales a day if your metrics allow.

        So you can predict your monthly sales based on calls, conversations, and ultimately closed sales.

        You cannot measure the effectiveness of paid referrals or any referrals and you cannot predict when you will get them.

        You will never know how many people will actually take your 10% offer and be active with it...be half A** with it, or not do anything with it.

        You will never be able to predict how many referrals you get in one month, one week, one day.

        Referrals are great....great to add right before the close.

        "Now Mr. Prospect, I'm sure a lot of people like your service and they tell all of their friends, I too get business from referrals. I always ask new clients that when they are completely happy with their (mobile website/website/new business from seo/copywriting whatever) that they sit down for 15 minutes and write down business owners names and numbers that they know that might be interested in what we have, could you do that for me when your completely satisfied?"

        "Great, John go grab a pen, paper, and your credit card and I'll wait here while you do that"
        I perfectly agree with the points you are making, MaxwellB. Also, we always need to bear in mind that as entrepreneurs, at some point we just NEED to learn to sell, no matter what. Entrepreneurs can't wait till they eventually get referred, they have to take action NOW.

        Also, a referral system is a good complementary system, but nobody will move his a** for 10% commission, let me tell you. Those days are long gone. We need to put up real money to get people moving... Instead of 10% for a referral we should offer 50% on the initial sale once we agree to do business with the referral! That's the way to accelerate the stream of prospects, our job though remains to qualify them before we will be able to enter a business relationship.

        Bottom line is we wanna employ several activities at the same time with regards to prospecting, never ever only rely on one 'golden' strategy and don't even think of sit back and relax, waiting for companies to knock your door automatically - it just won't happen. That said, no matter what others tell you, we need to become skillfull on the phone, whether we like it or not. Remember, as entrepreneurs we are salesman, and we better learn to get good to great at it! After all, marketing is what we are selling in our industry, right? Needless to recommend to walk our talk for real credibility and authority.

        Best,
        Dan
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      • Profile picture of the author kenmichaels
        Originally Posted by MaxwellB View Post

        BAHAHAHAHA maybe because they wanted to make sales in 1999 and not wait around for referrals.

        Referrals are great, they convert better than a cold call and they are less hostile because of the relationship with the referrer. But there is one thing even paying for referrals can't do and that's predict their flow.

        The best marketing strategies are those that are both predictable and measurable. You can measure the effectiveness of your cold calling, you know that if you get on the phone today, you will make a sale. after some trial and error you can know that you will make a sale out of every 150 dials or 50 dials or 300 dials. You can make a 3 sales a day if your metrics allow.

        So you can predict your monthly sales based on calls, conversations, and ultimately closed sales.

        You cannot measure the effectiveness of paid referrals or any referrals and you cannot predict when you will get them.

        You will never know how many people will actually take your 10% offer and be active with it...be half A** with it, or not do anything with it.

        You will never be able to predict how many referrals you get in one month, one week, one day.

        Referrals are great....great to add right before the close.

        "Now Mr. Prospect, I'm sure a lot of people like your service and they tell all of their friends, I too get business from referrals. I always ask new clients that when they are completely happy with their (mobile website/website/new business from seo/copywriting whatever) that they sit down for 15 minutes and write down business owners names and numbers that they know that might be interested in what we have, could you do that for me when your completely satisfied?"

        "Great, John go grab a pen, paper, and your credit card and I'll wait here while you do that"
        wow brotha, you learn FAST .... maybe i was wrong, maybe you are ready to learn how to pre-qualify.

        Good post, great explanation of the metrics, and i love that last line.
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  • Profile picture of the author JPBailey
    Here is my 2 cents worth a pound...

    Ask them if they know how many people are searching for them every month online, and if they want to get in front of them..

    Tell them What's In It For Them (benefits) and how you can help THEM...

    Act like you really do care about them getting more business...(hopefully it's not an act, and you do care...)

    Demonstrate that you do care by giving them a free resource that they can benefit from immediately....for example: Did you know Google Places Pages just changed over to Google+? You can use that to interact with customers for free. If you need help setting it up, I can definitly help you with that...

    Offer one of those free reports that evaluate their business (GetListed.org)...(HubSpot)...

    Do some local keyword searches for their business and be ready with some numbers...

    Let them know you pay for referrals or give them a discount for referrals...

    JP
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  • Profile picture of the author tbone3
    @JPBailey - Great stuff on how to tell them what in it for them!
    @MaxwellB & Dan DaSilva - I totally agree with you guys. Referrals are great but it should only be one piece of your overall sales/promotion strategy. After reading John Durham's and Iamnameless posts, I realized that if you need sales now, telemarketing is the way to go. It's free, it's fast, and it's proven. And MaxwellB, amazing tip at the end there man bro! That's a million dollar script right there.
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    • Profile picture of the author MaxwellB
      Originally Posted by tbone3 View Post

      @JPBailey - Great stuff on how to tell them what in it for them!
      @MaxwellB & Dan DaSilva - I totally agree with you guys. Referrals are great but it should only be one piece of your overall sales/promotion strategy. After reading John Durham's and Iamnameless posts, I realized that if you need sales now, telemarketing is the way to go. It's free, it's fast, and it's proven. And MaxwellB, amazing tip at the end there man bro! That's a million dollar script right there.
      Thanks tbone,

      The referral part is mine but I can't take credit for the final closing "statement" I learned that from kenmicheals less than a week ago haha.
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  • Profile picture of the author Michael Bucker
    You are correct you need to ask more questions. I just got done teaching a sales seminar in Memphis. I made a quote that I often make in my sessions. "He who asks the most questions wins"

    More questions and less pitching. If the questions are lined up correctly they become all the pitch you need. Asked correctly the potential client sells themselves in the process.

    That being said, shorten your initial pitch way back and get to the questions asap.

    Let me help just a touch, first Jason in right on the money as well as Andrei Rotarui and JPBailey...

    "Find out what urgent, emotional problems are bothering your prospects that your solution helps fix. Then ask if they are experiencing those problems."


    "I suggest you tell them you are offering free twenty minute phone or walk in consultation's. You can give them some free tips and hints and then make an offer at the end."

    "Ask them if they know how many people are searching for them every month online, and if they want to get in front of them.."

    So I'd start out with something like you did.....

    I am a local company that helps companies gain more potential clients through their websites. I am able to help some companies while other we are not able to help. I was looking at your sight and still don’t know if I can help you.

    I have a top 5 (or however many) that most of my clients ask or have problems with, It will save us both time, and will help you decide if you need a 20-30 min free consulting phone call or meeting with myself. If you decide that meeting is free as well but these top 5-7 quick question will help you decide quick.. The first question is easy, do you know how many people are searching for your website online every month..

    Now I am not saying use that exact script, just giving an idea. Just go right into the questions and have up to 10 to ask incase all is going well. Some you may be able to close then on the phone, for those you set a meeting with. Start that meeting with questions as well.

    He who asks the most questions wins. Example: if you fall off the ladder and break you leg and there are three doctors sitting in front of you.

    The first one says, "I see you broke your leg. Jump up on the table here and I will fix it.

    The second one says, " Ouch that doesn’t look good, What happened?" oh I broke my leg. "No problem, Lets get you all fixed up."

    Third doctor says, “Goodness what happened?" Oh I broke my leg! "How did that happen" I fell off a ladder... "I'm sorry, how far up the ladder where you?" I was about 10 feet off the ground..... "When you fell how did you land?" I landed on my ankle and it bent quickly along with my leg...... "When you landed do you remember what the sound was like?" yes it was a quick pop sound.... "Ok, sorry for all the questions but that is very helpful, One more question, How long ago did this happen?" oh about an hour ago.... "ok that helps a bunch" I know what exactly I need to do to help you most now.

    If that was the case and you got to choose who would you choose? Doctor number 3 wins of course. Why? Because he seemed most concerned about you and your actual problem. All three could fix your problem it but now you have trust in only one.

    He who asks the most questions wins. There are several other reasons this works. However ask question pertaining to the subject at hand and leading to an end result.
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    • Profile picture of the author kenmichaels
      Originally Posted by Michael Bucker View Post

      He who asks the most questions wins.
      He who asks the most questions wins, because he can PREQUALIFY

      He who asks the most questions wins, because he creates a BOND

      He who asks the most questions wins, because knows all the objections before the potential client can say them

      He who asks the most questions wins, because he "GETS" it.

      The list goes on and on...
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      • Profile picture of the author Michael Bucker
        I
        Originally Posted by kenmichaels View Post

        He who asks the most questions wins, because he can PREQUALIFY

        He who asks the most questions wins, because he creates a BOND

        He who asks the most questions wins, because knows all the objections before the potential client can say them

        He who asks the most questions wins, because he "GETS" it.

        The list goes on and on...


        Thank you!!! Its about time someone gets it. I could not have summed it up better. I had one sales person understand this and after my class he closed three accounts over the next 6 days, because as you said he "gets it".



        f
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    • Profile picture of the author tbone3
      Originally Posted by Michael Bucker View Post

      I am a local company that helps companies gain more potential clients through their websites. I am able to help some companies while other we are not able to help.
      I love this phrase, then just go straight into your questions.
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      • Profile picture of the author ewenmack
        You are still not getting to the guts of your call,
        which means it's difficult for you and the listener.

        I made a post a little earlier on about the exact pitch I used to land 2 chains of 5 star hotels,
        a dental chain of 60 plus branches, a chain of 19 juice bars, a chain of 50 mobile coffee outlets
        plus other chains of cafes, Chinese food, green grocers as well as individual retail stores and
        entertainment places.

        I make this point to demonstrate it works in real life, not what might or should work.

        Just cold calls, no decision maker name, no referral...nothing.

        Here's the exact script I used...

        -------------------------------------------------------------------
        Hi Mary, Ewen here. Just calling to see if I can get you people a better
        deal on your x. Who should I be talking to about this there please?
        --------------------------------------------------------------------

        Now if you're calling businesses that are paying for advertising,
        then you replace the x with advertising dollar.

        That's your lead in.

        Because they understand advertising, advertising is already in their budget,
        you see if you can get them a better return on their ad spend through internet marketing.

        If you can't demonstrate that, then you will have a tough time getting their business.

        Best,
        Ewen
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        • Profile picture of the author tbone3
          Originally Posted by ewenmack View Post

          You are still not getting to the guts of your call,
          which means it's difficult for you and the listener.

          I made a post a little earlier on about the exact pitch I used to land 2 chains of 5 star hotels,
          a dental chain of 60 plus branches, a chain of 19 juice bars, a chain of 50 mobile coffee outlets
          plus other chains of cafes, Chinese food, green grocers as well as individual retail stores and
          entertainment places.

          I make this point to demonstrate it works in real life, not what might or should work.

          Just cold calls, no decision maker name, no referral...nothing.

          Here's the exact script I used...

          -------------------------------------------------------------------
          Hi Mary, Ewen here. Just calling to see if I can get you people a better
          deal on your x. Who should I be talking to about this there please?
          --------------------------------------------------------------------

          Now if you're calling businesses that are paying for advertising,
          then you replace the x with advertising dollar.

          That's your lead in.

          Because they understand advertising, advertising is already in their budget,
          you see if you can get them a better return on their ad spend through internet marketing.

          If you can't demonstrate that, then you will have a tough time getting their business.

          Best,
          Ewen
          where was this post you made?
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  • Profile picture of the author EricIM
    If you are trying to get local companies search for them on search engines and look at their social profiles and also see if they have any negative reviews. Just lead with the results. Say, hey, I was looking for you guys and could not find you, or wow, you have no social profiles, or wow, saw some bad reviews, I can help with those. If they are interested, it will start a discussion that you can sell from. Good luck!
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    • Profile picture of the author tbone3
      @Kenmichaels - got it! thanks for hammering it home. I'm excited to start using questions asap to get more business. I used the new script today and got one meeting setup in just 30 mins of calling! I can see the questions thing increasing "conversions"
      @MaxwellB - dude you sound like a seasoned vet! Keep rockin it dude!
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