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

by PanteraIM 9 replies
Hi, Warriors.

I'll post a detailed analysis a bit later when I have sometime, but basically this gets me a lot of leads thru completely cold data.

The script controls the conversation very well and funnels it thru several layers of questions and commitment-gaining 'yes's'

I'll be back soon,

Pantera

Hi,

This is Matthew calling, how are you?!

That's great.....

Am I perhaps speaking with the business owner?..

Hello, this is Matthew calling from Pantera Marketing.

Am I speaking with the person in charge of the company's yellow pages listing?

Oh great, the reason why I called is that you have your business listed under commercial cleaners in the yellow pages, would that be right?

Excellent. I'm calling to find out because I see that you do not have a website associated with your listing, you do not have a website, is that correct?

Ok, the reason for my call is to let you know that we are a web design agency that has worked with businesses in your industry for the past ten years, building websites and getting you more business online thru being found on Google

You've used google before haven't you? A few times? Haha!

Great!

We are offering to build you an affordable, amazing looking professional website which will be found in Google when people search for commercial cleaners in your local area, which means for you: more enquiries and a lot more sales online, which is what you want right?

Of course! And how is your online marketing going at the moment?

We are offering a design service where we will do a draft copy of your website first for FREE under no obligation to you. You will not pay a cent until you are 100% satisfied with its' performance. Other design companies will charge you up to $500 for just a draft service but with us it's free!

I don't mind investing a few hours of my time designing and editing your website for you, and whether you sign up today with us or not you should know that we are offering this service to one business only to establish a relationship with a client in your area.

Now just before I send you an email I'll confirm some details with you,

So the address on your listing is correct?

Phone number

Mobile phone?

Separate postal address?

Do you have any pictures we could include in your website somewhere?
Would it be best if you could send me those pictures via email, or would postal be better?

Any logos you have would be great as well.

Anything else you would like to include in your website?

Awesome.

I'll send you of this in writing now, thank you so much for your time.

I'll look forward to working with you!

What's the best email address to reach you on


Thanks again for your time, Good bye.
#offline marketing #calling #cold #exact #pages #script #selling #websites #yellow
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  • Profile picture of the author PanteraIM
    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!
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  • Profile picture of the author rlcf
    Thanks Pantera, will be putting this to some good use!

    Daniel
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    • Profile picture of the author sandalwood
      Pantera,

      When you said:

      ...this gets me a lot of leads ...

      did you actually mean clients? It sounds like you have the leads and you are attempting to turn them into clients.

      Not being a picker of nits just wondering out loud.

      Good post and explanation thereof btw.

      Tom
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  • Profile picture of the author Jon Martin
    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.
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  • Profile picture of the author rbecklund
    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.
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  • Profile picture of the author benbro
    Originally Posted by PanteraIM

    which means for you: more enquiries and a lot more sales online, which is what you want right?
    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!
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    • Profile picture of the author RimaNaj2011
      I can imagine you getting better responses without the "how are you?"

      But anyways, what are the numbers on that? I personally hate cold calling so i stay away from scripts. I stick with a basic "are you guys looking into getting a new website?" and just play the numbers game.
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      • Profile picture of the author PanteraIM
        Originally Posted by sandalwood View Post

        Pantera,

        When you said:

        ...this gets me a lot of leads ...

        did you actually mean clients? It sounds like you have the leads and you are attempting to turn them into clients.

        Not being a picker of nits just wondering out loud.

        Good post and explanation thereof btw.

        Tom
        Technically this generates prospects from the leads I have. Good point!

        Originally Posted by Jon Martin View Post

        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.
        Yup, and the GK very rarely blocks you from speaking w him.

        Originally Posted by rbecklund View Post

        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.
        I've changed the funnel so they pay 50% upfront. I'll post the revised version.

        Originally Posted by benbro View Post

        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!
        Thanks man, tie downs are really really important in telesales infact if you dont use them it's common that the prospect will control the convo..

        Originally Posted by RimaNaj2011 View Post

        I can imagine you getting better responses without the "how are you?"

        But anyways, what are the numbers on that? I personally hate cold calling so i stay away from scripts. I stick with a basic "are you guys looking into getting a new website?" and just play the numbers game.

        Numbers are 3-5% for cold callign using this script. Altho I've evolved this basic structure into something more advanced.
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  • Profile picture of the author big steve
    Do you create the mock ups or drafts and websites yourself or outsource?? I enjoyed your scripts aswell mate..thanks for sharing.

    Steve
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