Direct Marketing - How to Craft a Script for Cold Calls
Saturday, November 23, 2013
You need to get a lead's attention quickly, define what makes you stand out and offer a clear next step for maximum success with cold calls. Used well, a script lets you offer your best presentation every time. Developing a successful cold-call script requires a commitment to measuring your results and adjusting the script based on the results. Experiment continually by developing new ideas and wordings, then drop what fails and keep the scripts that work.
1
Write an opening sentence in which you greet your lead by name and name yourself and your company.
2
Summarize what you do in a single sentence that defines what you offer that no one else can. Focus on an area of your industry that no other company specializes in.
3
Pose a problem that your lead is likely to relate to, then describe a solution that you can provide in a uniquely beneficial way. It may be a solution only you can provide, such as a product your company developed and owns patent on, or it may be a common solution with a unique benefit, such as free returns, guaranteed overnight delivery or exceptional support.
4
Define a next step for your lead to take. This may be something as simple as, "Can I sign you up to receive some more information about our product?" Alternatively, you may try to close the deal then and there by asking if the lead would like to put in an order or take advantage of a trial.
Tags:
Direct Marketing, Marketing
1
Write an opening sentence in which you greet your lead by name and name yourself and your company.
2
Summarize what you do in a single sentence that defines what you offer that no one else can. Focus on an area of your industry that no other company specializes in.
3
Pose a problem that your lead is likely to relate to, then describe a solution that you can provide in a uniquely beneficial way. It may be a solution only you can provide, such as a product your company developed and owns patent on, or it may be a common solution with a unique benefit, such as free returns, guaranteed overnight delivery or exceptional support.
4
Define a next step for your lead to take. This may be something as simple as, "Can I sign you up to receive some more information about our product?" Alternatively, you may try to close the deal then and there by asking if the lead would like to put in an order or take advantage of a trial.
