3. Cold Calling Scripts
Cold calling. The very mention of it sends shivers down the backs of even the most seasoned
sales professionals. And why shouldn‟t it? If you‟ve had to pick up the phone to prospect, set an
appointment or cold call someone, you know the horrible feelings of rejection you get when
someone tells you they aren‟t interested, or, worse, that you should take their number off your
calling list and never call there again!
When you think about it, who can blame them? You know what it‟s like to be cold called at
home or your office and then to have some sales rep begin to barrage you with their value
proposition and pitch at you non-stop. This is how most sales reps open their call, and it‟s why
most of them are shut down almost immediately. In this section you‟re going to learn a variety
of ways to actually connect with your prospect first (what a concept, I know), and then you‟ll
learn ways to deal with the brush offs and blow offs that are making your life miserable.
The first thing we‟re going to deal with is the way you open your call. Now I know you‟ve
probably heard that you have about 10 to 15 seconds to make an impression, but I think that most
sales reps make that impression in about 2 seconds, and it‟s usually the wrong one. And they
usually do it by uttering these dreaded words: “How are you today?"
Nothing defines you as a telemarketer or salesperson more than that opening delivered in an
obligatory, insincere way (the way 80% of your competition deliver it). If you want to separate
yourself from your competition and actually connect to your prospect, then use any of the
following after you give your name and company name:
The Five Best Openings
1. “Happy Monday!” (Or Wednesday, or Thursday, whatever day it is). This is my personal
favorite. Before you laugh it off as being cheesy, I encourage you to try it. This technique
works well because it immediately changes the frame of mind of the person you‟re speaking
with. You will be amazed by how this opens both gatekeepers and prospects up, and gets them
to relate and respond to you in a natural and sincere way.
4. This one opening sets an easy and natural tone for the rest of the call, and it puts your prospect at
ease just long enough for you to deliver the next part of your pitch.
2. “Is it raining there, too?” (Or hot or foggy, etc.). Immediately connecting with your prospect
on an issue unrelated to sales takes the pressure off and usually gets them talking. Let‟s fact it,
we‟re all just people, and by starting a conversation with a topic we can all relate to, you‟ll be
establishing a connection and separating yourself from all the other calls they get.
3. “I'm so glad I reached you, I need a little bit of help. Are you the person who handles XYZ?"
Or, “I‟m supposed to speak to the person I charge of your receivable, do you happen to know
who that is, please?”
This is a great technique because you are immediately making someone feel important and
helpful. And who doesn‟t like to feel that way? In addition, by coming right out and letting the
other person know why you are calling, you‟re differentiating yourself from all the other sales
reps who are calling and trying to trick their way to the prospect. Don‟t forget to use the „please‟
at the end!
4. “How‟s your day going?" This is a very effective alternative to “How are you today," and it
only works if you are sincere and actually listen to how their day is going. Please listen and
respond accordingly with something like, “Gee, I know what you mean…”
5. “Can you hear me OK?" While this opening may seem a little abrupt, it actually works on
several levels. First, it almost always elicits a yes response, and next it gets your prospect to pay
attention and to really listen. Used at the right time and with the right prospect, it‟s a great way
to control the opening of a call.
These five techniques will separate you from your competition and get your prospects to drop
their guard and become receptive to what you say next. Work with them this week and find the
5. one you‟re most comfortable with. You‟ll love the new feeling and space you‟ll create at the
opening of your calls, and you‟ll have set your prospect up for what you say next…
How to Eliminate Screening – Forever!
Most sales reps hate cold calling because they don‟t know how to handle the gatekeeper. Most
of the time sales reps get screened out and even make it worse on themselves because they try to
manipulate or lie their way through to the decision maker. This never works and only alerts the
gatekeeper that you are just another pesky sales rep.
How happy would you be to learn a proven technique that would get you past the gatekeeper
almost 90% of the time? I know that is a big claim, but I guarantee that if you use the following
techniques, your entire experience of cold calling will change, and gatekeepers will gladly put
you through. They‟ll even be polite about it!
Here are the top three techniques to eliminate screening:
A. Please use Please
B. Give your full name and company name.
C. Use instructional statements.
Let‟s start at the beginning with The Single Most Powerful Technique to Eliminate Screening:
Please use please.
Here‟s how you do it. Start your call with:
“Hi, could you please connect me with_________, please?”
Remember, it‟s a gatekeeper‟s job to SCREEN YOU OUT! So when they ask:
6. “Can I tell them who is calling?”
You respond with:
“Yes, please, please tell him _______ _______ with the (your company) is holding please.”
(Use please three times!)
Now please don‟t be fooled by how simple this is. It will change your life on the phone, and you
can demonstrate the incredible effectiveness of this technique by committing to using it today
while making out bound calls. I promise you will be amazed by your results.
As you may have noticed, part of this technique includes giving your complete name and
company name – even if it doesn‟t mean anything to the gatekeeper. This is because:
80% of your competition is trying to dodge or trick the gatekeeper.
This only encourages more screening!
Giving both your first and last name and company name eliminates the need for
further screening.
Always use Instructional Statements.
A primary function of a receptionist or secretary is to take instruction. Throughout their day they
are directed to take care of many different tasks, and because of this they are used to taking and
carrying out instructions. Because of this you should always end with an instructional statement:
Examples of Instructional Statements:
Receptionist: “Can I tell him who is calling?”
7. You: “Yes, please, please tell him ________ __________ with the (your company) is holding
please.”
Receptionist: “Can I tell him what this is about?”
“Yes, please tell him it‟s about (the problem your prospect is having or your solution), please.
I‟ll be happy to hold while you put me through.”
Again, I know these scripts sound simple (and they are!), but they are the most effective
techniques I know of (and that I use every day), to easily breeze past gatekeepers and screeners.
Every sales rep who has ever tried them tells me the same thing – they not only work, but they
eliminate 90% of the screening they used to get, and they can‟t imagine not using them on each
and every call.
I guarantee that when you try them, you‟ll be saying the same thing as well.
Three Techniques to Instantly Establish Interest
Because you only have a few precious seconds to make a connection and establish interest, you‟d
better have a good opening prepared in advance. Besides being very busy, your prospects
probably get a lot of sales calls every week, and many of them from your direct competition. So
why would they want to talk to you? What can you do to separate yourself from all the other
calls they get?
The answer is that you have to establish a real connection with your prospect and stop sounding
like all the other sales reps who call them. Here is what your competition usually sounds like (I
hope you‟re not doing this!):
“Oh hi Mr. __________, this is _______ _______ with the MLT Group. __________, we are an
industry supply manufacturer and we help companies streamline their production process. We
work with many companies in your field and save them between 10 to 15% on the cost of their
8. storage and delivery process. What I‟d like to do is ask you some questions to see how our
process may save you that kind of money as well. Where are you currently getting your…”
Do you see how this opening makes no connection with the prospect? Do you see how it just
starts pitching at the prospect and doesn‟t acknowledge that the prospect might be busy, or not
interested? Do you see how there is no rapport built here and how it‟s a one sided conversation?
How do you feel when someone barges in on your day and starts in with a pitch like this?
You‟re probably thinking what most prospects are thinking: “How do I get this sales rep off the
phone?!”
Now let‟s look at the right way to open your call. Your goal in the first few seconds is to make a
connection and get them to interact. You have to acknowledge that they may be busy or that you
respect their time and you need to establish some rapport and separate yourself from all the other
sales reps calling them.
Here are the 3 techniques that allow you to instantly establish a connection and generate interest:
Opening #1) Acknowledge that you know your prospect gets a lot of calls -- this will
immediately help you establish a connection because you will be saying exactly what they're
thinking and feeling. Use:
“Hi ________ this is _______ _______ with (your company), how is your day going? Great.
Listen, _______, I know you probably get a ton of calls so I'll make this brief.”
Now go into a one to two sentence explanation of why you‟re calling and what it means to them.
Adapt the opening below:
Opening #2) Quickly state your value proposition and ask a qualifying question: Use:
“________ we provide/service/work with (companies like yours) helping them
service/provide/process/do better at _________. Let me ask you a quick question…”
9. Ask a specific qualifying question tied with a value statement here. Something like:
“If I could show you a way to increase the number of leads you‟re getting right now and show
you how you can easily afford to do so, would you be willing to invest 5 minutes to find out
how?”
Now it‟s important to listen to not only what they say here, but to how they say it. Most of the
time you‟ll be able to tell if you have an interested prospect or not, and after you read a bit more
of this section on cold calling, you‟ll know exactly what to do with both kinds of prospects!
Opening #3) Immediately ask a qualifying question to get them involved. Try
“Hi ________ this is _______ _______ with (your company), how is your day going? Great.
Listen, _______, I know you probably get a ton of calls so I'll make this brief.
Let me ask you, if I could show you a better way of tracking and shipping (or) and save you
money doing it, would it be worth spending five minutes with me next week to show you how?”
Or,
“What is the one thing you could change that would have a dramatic impact on your productivity
and that would save your company money?” Or,
“If you had a magic wand and could change one thing about how you currently do (their
business), what would it be?”
Can you see how this quick questioning approach is more effective than what you may currently
be using now? Eighty percent of your competition still barge in on their prospects and open their
calls up with a long explanation about what they do and what they offer, and pitch their products
and services without checking in with their prospects or establishing any kind of connection. No
wonder most people brush them off the phone!
10. You can separate yourself from this group instantly, starting today, by using the techniques
above. Once again, adapt them to fit your product or service, and then practice them until they
are natural and easy for you to use. As you do, you‟ll begin to notice yourself struggling less,
making more connections with interested and qualified buyers, and you‟ll have more confidence
and feel better about yourself. Just like the top 20% do!
5 Ways to Sound More Natural On the Phone
I don‟t know about you but I can always tell when a telemarketer is cold calling me. From the
moment they begin speaking, “Hi is that Mr. Brooks?” to the way they mechanically read their
scripts, I have them pegged before they get past their first sentence. And like I‟m sure it is with
you, too, I am immediately not interested.
If you are reading this book, it probably means you have to pick up the phone – either to make
appointments, call prospects back, return calls to clients, etc. – and if so, then you need to learn
how to sound natural on the phone and avoid putting your prospects, gatekeepers, assistants, etc.,
on notice that you‟re trying to sell something.
The way you do that is by learning how to sound like you‟re not selling anything, and you do
that by learning how to disarm prospects, sound natural yet professional, and how to be friendly
without being phony. Use these 5 techniques to not only sound natural on the phone, but to also
close more business:
#1 – Always use the prospect’s first name. I know that there are two schools of thought on
this, one being that you should show respect for someone you don‟t know and so use either Mr.
or Mrs., but I don‟t agree. I think you can show respect for someone by being courteous and
professional, and I think you‟re going to make a lot more progress if you use a person‟s first
name. Here are the two reasons to do so:
a. First, by using a person‟s first name you aren‟t immediately signaling that you‟re a sales
person! How do you feel when someone you don‟t know calls you and addresses you by
11. “Mr.” or “Mrs.?” Also, when you use a person‟s first name, you are starting the call on
equal footing, without giving them all the power.
b. Second, everyone likes the sound of their own name. In fact, psychologists have found
that everyone‟s favorite word is their first name! By starting with that you are
immediately making a connection, and a personal one at that.
#2 – Be polite. You‟d be surprised by how many sales reps still try to trick or get around
gatekeepers and assistants, and how many are even rude in doing so. Always, always use please
and thank you when speaking with anyone over the phone (or in person for that matter).
Words like “please” and “thank you” go a long way when trying to make a connection with a
prospect, and they work especially well when you‟re trying to get through to a prospect also.
Examine your current scripts now and do all you can to insert the proper courtesies wherever you
can.
#3 – Be brief. Most reps go into pitch mode the moment they reach their prospect, and it‟s no
surprise they can‟t wait to get the rep off the phone. I review scripts all the time that essentially
read the company‟s brochure to the prospect the moment they reach them.
You can turn that around and sound so much better by briefly delivering your presentation and
checking in with your prospect. Try things like:
a. Briefly _________, the reason I‟m calling is that we‟ve been working with many
companies like yours, and I just wanted to see if we could help you as well. Can I ask
you just a couple of questions to see if we‟d be a fit for you?
b. __________, you probably get a lot of calls like these, so I‟ll be brief. I‟ll just ask you a
couple of quick questions and if I think we can save you between 15 to 20% I‟ll let you
know and, if not, we‟ll part friends, is that OK?
Get the idea?
12. #4 – Make a connection. This is one of the easiest of all and it‟s a great way to get your
prospect talking. All you do is find something that you know is affecting your other clients (like
new laws in their industry), and ask how it‟s affecting your new prospect as well. Try:
a. “You know ________ a lot of my clients have told me of the changes they are having to
make because of (the new law/change in regulation, etc.), how is that affecting you?”
b. “__________ what are you planning to feature at the September trade show?”
By addressing something that they are dealing with now, you can instantly make a connection
and get valuable information. Warning: you have to fit this in after you‟ve established rapport,
and you have to address something that is relevant to them.
#5 – Listen more. This may not sound like a way to sound natural on the phone, but believe me,
it‟s probably the most important of all. Because most sales reps are so busy talking at their
prospect, they usually lose them at the beginning. In most cases, the prospect has turned off and
are just waiting for an appropriate pause to get rid of the rep.
By listening you actually create space for your prospect to speak (and to think), and because of
that you are allowing the conversation to flow. When you give the prospect a chance to get their
thoughts and feedback out, they feel comfortable with you, and that is the best way for the
conversation to unfold naturally. Hit your mute button after you ask a question and count three
1000‟s if you‟re having trouble remaining quiet.
There you have it - five easy ways to sound more natural on the phone. The good news is that
they are easy to implement, and, once you do, you‟ll make more connections and you‟ll feel
more comfortable on the phone. And this will come across to your prospects and you‟ll end up
qualifying better leads and making more sales.
13. The Ultimate Book of Phone Scripts
Start Here
Why I wrote this book of phone scripts
Scripts? Are you kidding? I don’t want to sound like a telemarketer!
The Six Reasons for Using Scripts:
The 80/20 Rule in Sales
Where to Go for More Help on Inside Sales
Chapter One: Beginning Your Call
Cold Calling Scripts
The Five Best Openings
Opening Statements: What to Do and What Not To Do
Two Openings You Don’t Want To Use:
Two Openings You DO Want To Use:
Three Techniques to Instantly Establish Interest
3 Ways to Build Rapport in 30 Seconds
One Sentence to Establish Immediate Rapport
How to Build Relevant Rapport
5 Ways to Sound More Natural On the Phone
Chapter Two: Overcoming Initial Resistance
How to Eliminate Screening – Forever!
How to Instantly Overcome Sales Resistance
Initial Resistance Scripts
Reflex Response #1: “I’m not interested” (6 Scripts)
Reflex Response #2: “Just send/fax/email the information (and I’ll keep it on file/have a look at it, etc.)”
(9 Scripts)
Reflex Response #3: “We’re already taken care of/have a supplier/etc.” (12 Scripts)
Next in Line Script:
Reflex Response #4: “I’m too busy, don’t have the time.” (9 Scripts)
Reflex Response #5: “We don’t have the budget/money.” (16 Scripts)
Chapter Three: Top 20% Prospecting Techniques
5 Ways to Handle the “No Budget” Objection in a Tough Economy
How to Handle the Negative Prospect
More ways to handle the Brush Off
How to Handle the Price Question
Scripts to Deal with Assistants
14. How to Handle Incoming Leads
The Most Important Button on Your Phone
Voice Mail Scripts
How to Write Winning Emails
Chapter Four: The Key to Qualifying
The Five Elements of a Qualified Lead
The Disqualifying Question
How to Deal With Red Flags
How to Use Layering Questions
The One Question to Find the Buying Motive
The Only Qualifying Question You Really Need
5 Ways to Keep Your Prospect Talking
Part Two
Chapter Five: Closing Sales
Closing Scripts
“How to Handle the Initial Resistance” (Over 15 Scripts!!)
Instant Closing Scripts
The Five-Step Method of Handling Objections
Chapter Six: How to Handle Specific Objections
"I need to show this to my (partner, boss, etc.)" (10 Scripts)
“The Price is too High” (20 Scripts!!)
“The Price is too High—Again!”
"I already have a broker or supplier," (8 Scripts)
"I want to think about it," (10 Scripts)
"I want to talk to my accountant,"
"Want to talk to their financial advisor,"
“We Just Don’t Have the Budget Now”
"I can't afford it,"
"Question the objection that your prospect just gave you."
The Drop Close:
"Multiple choice close."
"Taking the prospect all the way through the close."
The Ben Franklin close.
“Need References or Not Familiar with Your Company” (5 Scripts)
“We Have Too Much Business Right Now!”
"Just going to pass on this now"
15. "I don't know you, and I don't feel comfortable doing business over the phone"
"Don't like the lack of control of the investment you are offering"
"Too risky,"
"Too busy now,"
"I don't like high pressure salespeople, and I feel like you are pushing me into this,"
"Assumptive close."
"Close by asking for the order rather than going on."
"Sitting on the fence,"
"New client account"
“I can get cheaper,"
"The Take Away,"
"Won't commit, and insists on putting you off,"
"Now time to call them back,"
The Most Important Script You Will Ever Use
Chapter Seven: Questioning Statements
Questioning Statements to Isolate the Objection
Questions to Open Up the Budget
One Liners to Get Your Prospect to Agree With You
Chapter Eight: Top 20% Closing Tips and Strategies
Two Instant Closing Secrets to Get Better and Make More Money
I Can Get a Better Deal Elsewhere
How to Stay Firm on Price
How Find Out What's Stopping Your Prospect from Buying
Meeting Objections Head On
Getting Commitment Through Out the Buying Process
5 Closing Questions You Must Be Asking
The Key to Building Value
Close More Sales with This One Technique
How to Save a Sale
Prospect Not Buying? Here Is What To Do…
Straight Selling – The Quickest Path to the Top 20%
The “Instant Close” Technique - Again
The Most Important Word in Sales
You Are Asking For Referrals, Aren’t You?
The Key to Building Value
I Can Get a Better Deal Elsewhere
How to Get the Reorder
16. How to Beat Your Competition
How to Use the Take Away Close
Chapter Nine: Bonus Section:
How to Overcome the Top Ten Objections in Real Estate
Objection #1: “I’m going to try to sell it myself.”
Objection #2: “My best friend (brother, uncle, etc.) is an agent.”
Objection #3: “We’re not ready to buy at this time, we’re just looking.”
Objection #4: “What’s your commission? That’s too high! So-and-so will do it for less.” (Variation: “I
don’t want to pay full commission.”)
Objection #5: “I can’t afford to sell.” (Variation: The values aren’t strong enough for me to sell now.)
Objection #6: “I have to find a home to move into before I will decide to sell.”
Objection #7: “Well, the other agent is willing to list for ____%, so I want you to do so as well!”
Objection #8: “My home is worth way more than that!”
Objection #9: “Selling is a big step and we need to give this more thought. But if you have potential
buyers, bring them by.” (Variation: they want the agent to present a ‘verbal offer.’)
Objection #10: “We aren’t in a hurry.”
Bonus Section #2:
How to Overcome the Top Ten Objections for Financial Advisors
Objection #1: “I already have a broker”
Objection #2: “I’m just not moving on anything right now”
Objection #3: "I don't know you” or “I don't feel comfortable doing business over the phone"
Objection #4: "Sitting on the fence"
Objection #5: “I’m going to wait for the market to recover/get better/stabilize/etc.”
Objection #6: "Multiple choice close"
Technique #7: “Setting the appointment”
Objection #8: "It’s too risky"
Objection #9: “Your fees are too high”
Objection #10: “I’ve lost money with you guys before
Bonus Section #3:
Closing Techniques for Mortgage Brokers
Power Statement #1:
Power Statement #2:
Power Statement #3:
Power Statement #4:
Power Statement #5:
Power Statement #6:
17. Power Statement #7:
Power Statement #8:
Power Statement #9:
Power Statement #10:
Bonus Section #4:
How to Overcome the Top Ten Objections in Insurance Sales
Objection #1: “I'm happy with who I have”
Objection #2: “It won’t happen to me”
Objection #3: “Why change what I have?”
Objection #4: “The price is too high”
Objection #5: “You all think you can save me money”
Objection #6: “Life insurance sales”
Objection #7: “No hurry”
Objection #8: “Have ins at work”
Objection #9: “No budget”
Objection #10: “Why now?”
Bonus Section #5:
How to Overcome the Top Ten Objections in Sports Ticket Sales
Objection #1: “The team stinks”
Objection #2: “We had to lay off people/cant’ justify the expense”
Objection #3: “I’d rather purchase game-by-game”
Objection #4: “Not in the budget/can’t afford it”
Objection #5: “Too many games in the season”
Objection #6: “I already have season tickets elsewhere”
Objection #7: “I’m not a fan of (sport)”
Objection #8: “It’s to far to go/I live too far away”
Objection #9: “I don’t like your coach/player(s)/owner/area”
Objection #10: “I just lost my job/don’t know if I’ll have one later on”
