The most successful telemarketing depends on a good cold calling introduction. Stick to a script that works, and forge relationships that lead to sales.

Telemarketing gets a bad rap. The truth is, with the right script for a cold calling introduction, you can gain a lot of traction with potential new customers.

The reality is, 92% of all customer interactions happen over the phone. Simple probability suggests that at least some of those interactions are introductions, and some of those introductions most likely lead to sales. But a good cold call can be tricky to pull off. After all, it’s no secret that most prospective customers are defensive from the moment they realize they’re receiving a sales call. How do you break through those defenses and establish a relationship with a new customer? What kind of cold calling introduction works?

cold calling introduction

The anatomy of a cold calling introduction that works

Start with a template

One of the biggest mistakes new salespeople make is to go into a cold call without a script for what they’re going to say. Sure, at first a script can feel a little contrived, but once you practice it and get used to it, you’ll find that it works much better than trying to wing it. That’s because it’s easy to forget vital information or to ramble on too much if you don’t have a template. And getting off track or leaving something out can be the death of your introduction because most people will lose interest if you don’t grab their attention within the first ten or fifteen seconds of a call.

Another reason a template is a good idea is that studies show that certain words help and hurt your chances of turning a prospect into a customer. If you wing it, you’re going to have a hard time remembering which words to use and which ones to avoid. Using a script gives you the advantage of sticking to language that nurtures sales.

Use different templates for different situations

Because not all prospects are the same, it can be helpful to have a couple of different templates for your cold calling introduction. Of course, you’ll have to do your research to know which one will be best to use, but knowing your audience before you even pick up the phone will only increase your chances of establishing rapport.


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For example, if you’re selling insurance to a business owner, you might want a shorter template that gets to the point quickly since they’re probably pressed for time. When selling to an individual, you have a little more leeway with your pitch. Just remember that no cold calling introduction should be longer than about fifteen seconds.

Learn what works…and what doesn’t

A successful cold calling introduction template isn’t only short. It engages the prospect on a personal level before a professional one. If you’ve researched your audience well, you’ll know things about them, like where they went to school, what their most recent business successes were, maybe even how they started their business. Asking a personal question gets the person talking about themselves, which is something almost all people like to do. The point is simple: It puts them in a positive mood, which naturally causes them to lower their defenses.

Once the shields are down, you can go in for your pitch. A mistake a lot of people make with pitches is to give too much information right away. This hurts your chances of getting a meeting. Instead, ask leading questions. Bring them to the conclusion that they have a problem only you can solve. If they arrive there on their own, they’re much more likely to learn how you can help them.

An ideal cold calling introduction will give your audience room to do more talking than you will. At this point, you’re not looking to close a deal. You’re looking to build trust and create a relationship. The way to do that is the same way you would on a personal level—learn about the other person. How do you do that? Back to asking questions. Learn all you can about your prospect’s needs, then go in with your pitch.

Don’t be pushy. Overbearing sales pitches rarely work, and even if they do, it’s unlikely that your new customer will refer anyone else to you. You want your prospects to like you, and no one likes someone who uses pressure as a tactic.

Finally, don’t go in without statistics! Be able to show why the insurance you’re selling is better than what someone else is selling. That doesn’t mean you need to go through pages of data, but two or three data-based talking points will lend credibility to your offering, which will also help to build trust with your prospect.


Use data to measure the success of your cold calls. Use Call Logic’s auto-dialing software to collect and store statistics, contacts, calling scripts, and more. Get started today with a free one-on-one demo!


 

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