If cold calling is one of your worst fears, you’re not alone. Many sales teams do what they can to avoid them, probably because most calls have a frustrating 90.9% failure rate. But if sales calls are an important part of building your business and gaining new leads, then you don’t have much of a choice—you have to pick up the phone. Instead of loathing the task, be proactive about improving the process. These four tweaks to your sales call script can help you improve your success rate.
1. Ask For Permission
Before you even pick up the phone, ask for your prospect’s permission. By taking the time to ask first, you show that you’re interested in him or her, and that you value their time more than making a sale. This article is loaded with tips about asking for permission, including:
- Make an appointment instead of interrupting your prospect at an inconvenient, unexpected time.
- Research before your call to make sure what you’re doing really is helpful and can add value to the prospect.
- Provide references and testimonials of the benefits of your product for clients in similar industries.
2. Give Your Prospect An Up-Front Contract
Before you start your sales call script, offer your potential customer an introduction and a contract for the call. Instead of steamrolling your prospect with your sales spiel, propose a mini-agreement for what you’re looking for out of the call. Here’s what it could look like:
“Hi, (prospect name)! This is (your name). Would it be OK if I took 20 seconds of your time to tell you why _____?”
By adding this introduction to your sales call script, you’re building credibility in several ways:
- You’re asking for permission instead of running them over with a sales call they may not be interested in.
- You’re giving them an option for saying yes or no.
- You’re not making them feel stuck if they aren’t interested, and you’re not wasting your valuable time, either.
3. Provide A Blueprint So They Know What To Expect
Once you’ve been given a go-ahead to engage in conversation with your prospect, be considerate of them and give them a guide of what to expect on the call. Here are some important things to include in your road map:
- How much time you’re going to take.
- What benefits you want to discuss with them.
- Price. Introducing this is important so they don’t mull over it and miss the rest of the call because price is all they’re fixated on.
- Success you’ve had with similar clients and how that can be transferred to them.
- Addressing their questions or concerns.
- Any additional contact you want to make.
4. Focus On The Benefits
As you go through your sales call script, pay attention to what it is you’re trying to inform your prospects. Are you telling them about the product or process, or are you telling them about the benefits of using the product or process? If you’re focusing on product knowledge alone, you need to tweak your scripts. Product knowledge is intimidating. Instead of spilling product knowledge, get to the heart of why your product can improve the prospect’s job/life/situation and talk about the short- and long-term tangible benefits your product can offer. This is where you can use your references as proof, all the while building credibility and likability.
Not only are these four tweaks easy to implement in all your existing sales call scripts, they each offer your prospect a reason to trust you more. With improved scripts, you can gain more experience, and ultimately close more business.