my exact cold calling script for selling websites via the yellow pages

Hello again warriors,

Instead of dissecting the script analytically, I believe that it's more useful as a learning exercise to over the basic concepts which can be applied pretty much universally in selling, and especially selling over the phone.

First of all I do not pitch the benefit directly after the introduction. Why? Because nearly ALL cold calls start this way which leads to tragic end to the conversation very quickly.

I start building compliance and a 'yes momentum', very early in the call. The more they say yes, the more of an agreeable frame of reference we share and the more receptive they are to the rapport-building questions I'll be asking them later.

A second principle is that it is highly assumptive, I don't ask them closed ended questions early, I don't doubt their need or the urgency of needing a website for the business.

Third, you don't see it in writing, but in practice I am actually listening 80% of the time because selling is not telling. Telling the prospect why the should buy it will not persuade them, asking valuable questions and listening to the questions will build trust and credibility which will make it more likely to secure the sale.

I make sure to ask them how their business is going, how their marketing is going first before pitching them my companies' USP. I make sure I have built enough familarity and value before suggesting a solution..

Directly after all this amazing conversation and rapport i've built I do a massive take away which prevents them from stalling later on the in sale, fear of loss, urgency and scarcity is all created in one sentence. I pause to them to respond after I drop this H bomb to make sure the FEAR seeps deeply into their unconscious mind - now they are prepared to act.

The end of the script wraps up the lead, gaining more commitment and time. If you can get them to actually go thru the effort of sending you the pictures, (which I leave them no choice of doing), and knowing that is going to take me HOURS to at least do a draft copy of their website, the prospect then feels obligated to reciprocate by fulfilling their end of the relationship.

Even if the sense of obligation is implicit and there's no obligation, the fact that they like me and believe they are getting a good deal out of it will more than likely motivate them to buy.

Note that it is not about giving the customers a LOW price but a GOOD price. People buy based on VALUE - what they get in exchange for the money. If you start the conversation going into your offer directly and mention your price it will ALWAYS seem far higher than what was expected by the prospect, this objection means NOTHING but an error in your sequence of presenting your information. I've never understood why people sell $99 websites offline - why intentionally undercut yourself? (and everyone else), a low price for a typically B2B good usually means it's going to be CHEAP - which means to any sane business person: a product which is going to incur a much higher COST even if the price itself is low.

You make much more money by selling on value because that can be influenced by your customer's perception, competing on cost ALWAYS leads to a lose/lose relationship for you and your customer because you both get a bad deal out of the transaction, paying less for less is never ideal.

You do not need to sell a website - every business knows why they need one, it's much more about motivating them to take action and building the psychic value of the interaction they get when they deal with you.

Anyway... the email that I send after builds the value again and compares it to my much more expensive competition.

$999 and $199 monthly as a high ball offer, then move down if the customer wishes to negotiate.

Sorry if this post came across as rushed (it was), I gotta get back to it!

Thanks Pantera, will be putting this to some good use!

Daniel

I really like the concept of asking to speak with the person in charge of the directory listing. Oddly I've found it builds credibility and adds comfort on the other side of the call. Also a fantastic way to initiate a conversation with the DM.

Thanks for the tip.

I agree with Jon. Nice info and thanks for sharing. I wouldn't do anything for free though. It is a way to get interest, but you might get lots of tire kicker types.

Gotta love those little mini-closes built into your script! That's my speed, I'll sure enuff give this one a spin. Thanks for sharing. And by the way, love those tips you share in your list - my friend!

Do you create the mock ups or drafts and websites yourself or outsource?? I enjoyed your scripts aswell mate..thanks for sharing.

Steve