Get your prospecting scripts to close appointments by following a simple, proven structure.
You’ve got your call list ready for the day. There are nearly one hundred names to dial out, and you’re aiming to set up a meeting with at least seven of them. You better believe that you’ll be relying on prospecting scripts to move smoothly through each call. But do your scripts work effectively? Or so they make you sound generic, boring, and irrelevant to your listener?
There’s a common misconception about prospecting scripts: one size fits all. Find a script template, change it to relay the bare bones of your offer, and you’re all set. Guess what comes next? Mediocre results and a lot of headaches! It’s time we start treating these sales tools with a more personal touch and thoughtful strategy.
Think of your call lists like a giant candy bar: break it into smaller pieces!
Most scripts are backward. They’re written blindly and paired up with a prospect list later. And they’re usually crafted with a particular offer in mind, instead of a specific client. This approach misses the point of a compelling script: relevance!
The first step to creating prospecting scripts that work is personalizing them. Take your audience profiles and filter them into more specific categories. Think past the apparent details and get into their psychology.
- What unique problems are your prospects experiencing right now?
- What are they anxious about? What keeps them up at night about their businesses?
- What desired outcomes do they want most of all?
Once you define your prospects, you’ll be ready to create prospecting scripts that speak directly to them. Then you’ll present yourself as a relevant solution.
7 elements of high-performing prospecting scripts
Now you’re ready to build a template. It’s crucial to give your script structure, so you don’t get off track with your prospect. So, where do you start? Here are seven essential elements to include.
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1. Killer openings
Every cold call needs an opener to get the prospect listening and open to discussion. There’s no way around it! And there’s no “golden rule” to create a killer opening, so get creative. Start with a question, introduction, or reason to listen.
2. Lowering the burden of risk
People who answer your calls don’t want to be pressured. Nor do they want to listen to a sales pitch. Get your prospect to open up by asking low-investment questions – questions they can answer easily, without having to think or worry.
3. One thoughtful, relevant question
Now that you’ve got your prospect’s ear, it’s time to demonstrate your relevance and expertise. Ask her a question that directly relates to her business goals, pain points, wants or needs.
4. Quickness and respect of time
Try to keep your calls under three minutes. Respect your prospect’s time, and show them that you’re time is also valuable. If the conversation is going well, don’t hesitate to pull the trigger and ask for a meeting.
5. Credibility boosters
Prospecting scripts need a few different “credibility boosters” to gain the trust of listeners. Sprinkle in social proof, case studies, past experiences, and clients that have experienced success with your product or service.
6. One defined goal
Know your desired outcome for the call! Every structure needs a beginning, middle, and end. Give yourself a direction so you can stay on track with your prospect.
7. A place to record notes and changes
Every script can be improved, tweaked and edited for better results. Leave a space for recording any ideas or details that came up during the conversation. Then figure out a way to implement those changes and try them out.
Make your prospecting scripts a team-wide project
If you’re working with a team of outbound salespeople, it’s best to share your ideas and work on scripts together. Talk to your manager about scheduling meetings for “script reviews.”
What’s working? What’s not working? Who tried something new and found it to be useful? How can we improve these scripts?
These conversations will lead to greater teamwork, better prospecting scripts, and more sales for your company.
If you’re serious about phone sales and want to triple the number of sales calls you make in an hour, give Call Logic a try. Sign up for our free trial now!