same search, by the way, also turned up
some excellent advice. So, let’s hack our
way first through the worst.
This worst script is by a “sales
transformation architect.” His website
offered to trade me his cold-calling
script for my email address. Done. This
script, he said, is one a “financial ser-
vices company paid me to write for their
(I’m taking his script section by sec-
tion and adding my commentary
immediately following. I have
put his script in italics to differ-
entiate from my commentary.)
Voicemail message (for you
to leave only on the first call
Hello Bob, this is Your Name
with Your Company. I was calling
you today to schedule a 10-minute
introductory conversation … blah
Better advice: Never leave
voicemails when cold calling. It
is a total and complete waste of
Prospect Answers: This is Bob:
Hi Bob, my name is Your Name with
Your company. Have I caught you at a
Of course, it’s a bad time. You now
must handle the objection that you just
Prospect: Yes. Who is this? What is
Thank you for asking. Once again,
my name is Your Name. I’m with Your
Company. The purpose of my call is to
schedule 10-15 minutes with you sometime early next week to formally introduce myself and my company. Would you
have 10 minutes on Thursday afternoon,
say at 1 p.m.?
Can’t we please put this “introduce
myself” approach down?
If you are using any variation of the
“introduce myself” script, stop! This
approach goes back to the ‘70s (or ear-
lier), and it probably didn’t work then. It
most certainly does not work now.
We have some stats to prove it. When
we do the math, those who use this
script average $18 additional asset per
each dial. To raise $10 million in assets
requires about 550,000 dials. At 60 dials
per hour, that’s about 9,000 hours of
cold calling — or four and a-half years
of doing nothing but cold calling. It ain’t
working. ‘Nuff said.
ANOTHER WORST SCRIPT
Mr./Ms. Business Owner: Hi, this is
__________ calling from________. The
reason for my call is, as a successful
business owner, I know you are always
trying to improve your bottom line, and
I specialize in helping business owners
Now as a successful business owner,
I’m sure you agree that your most valuable commodity is time and I’m not here
to waste it. I am confident if you allow me
the opportunity, I can show you how to
add to your bottom line.
I will be in your area next Tuesday
and Thursday; would you be available
for a brief introductory meeting either of
Pant, puff, wheeze.
Way too long. It took 38 seconds for
me to read it aloud. A good rule of
thumb for a cold-calling script is to not
talk for more than 15 seconds without
asking a question.
Again, it’s yet another variation of “All
I want is just an appointment. Please,
please, don’t let me starve.”
THREE TYPES OF COLD CALLING
There are three styles of cold calling
that work today. For each style, you
could have a Workable, Precise and
First Call Appointment: This can
work, just not the way proposed by the
On the first call, offer the info and
then qualify it (by phone). Next, send
the requested info (by mail). Call back
to set an appointment or further develop
the lead (by phone).
These styles are listed in decreasing
order of difficulty. Your best bet is to
start with First Call Appointment and
work down the scale.
You have seen the worst. Now let’s
look at the best.
BEST ADVICE FOR COLD CALLING
In the example that follows, I’m taking
on one of toughest types of cold calls.
We will develop a script to call CEOs or
CFOs of small- to medium-sized compa-
nies. Personalized is the only way to go.
The best advice I found when I
My research on this company
took a few minutes. Great
website. Big section on “our
people.” Within two minutes,
I had the names of the CEO
and the VP of Operations, both
compliments of LinkedIn. I
checked Glassdoor, obviously.