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Cold Call Script

Discussion in 'Offline Marketing' started by GoForJacob, May 17, 2013.

  1. GoForJacob

    GoForJacob Junior Member

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    I stumbled upon this script on another forum, tried it after molding it to my needs, and closed the first person I tried with it. After that call I had to go to band practice so I wasn't able to try it anymore, but you can bet that once tomorrow morning rolls around I'm going to go at it again.

    AGAIN: I didn't come up with this script. This is a find.

    The variables to change are bold and underlined.

    Mr./Ms. Prospect, my name is Jacob ****** and I help Italian restaurant owners like you who are frustrated that their tables are empty in certain peak and non-peak times of the day.


    Now, because of the business I?m in, I did a little checking, and I found out--you might not be aware of this--but 6,000 people a month are Googling ?Italian restaurant in Nashville.?


    These aren?t casual searches, Mr./Ms. Prospect. They are serious cash-in-hand potential customers that want to find out where your restaurant is right now.


    They?re ready for lunch or dinner at an Italian restaurant, and they?re not finding you.


    So would you like to talk for a couple minutes about getting a slice of those 6,000 people a month?


    IF THEY SAY THEY?RE FINE, BUSINESS IS BOOMING:


    I appreciate that, Mr./Ms. Prospect. ... Can I ask you one question before I go?


    (yes) When I first spoke with many of the people who eventually became my clients, they told me exactly what you just did: That everything was going great.


    But after they gave me the chance to speak with them for a little while, they opened up and shared with me that things were not nearly as rosy as they had said.


    So I asked them: Why did you tell me at first that business was going great? And they told me, Jacob, I just didn?t know you. That?s not what?s happening here, is it?


    IF (YES) OR THEY SAID THEY?D WANTED A PIECE OF THE PIE:


    Mr./Mrs. Prospect, I want you to think of these 6,000 highly interested people a month as a rushing river. Every month 6,000 people who want to find out about your restaurant are rushing by.


    Unfortunately, right now, none of theme are seeing you! Now I can divert some of that river of people to you. Let?s go hypothetical for a moment. Imagine I do what I just said I could do, and a good number of highly interested people are now finding out about your restaurant, calling your restaurant and booking reservations, and coming in the door.


    I?m not saying I can drive all 6,000 of those people searching every month to you; anyone who says they can is a liar. But I am saying I can divert some of them to you. And a good portion too.


    So imagine I do what I say I can do, and you?ve got all these new customers. Based on what you?ve heard so far, can you share with me a conservative number of new customers that you believe would come in every month?


    IF THEY SAY IT, IT?S TRUE. IF YOU SAY IT, YOU HAVE TO DEFEND IT


    THEY MAY KICK IT BACK TO YOU WITH A ?YOU?RE THE EXPERT; YOU TELL ME:


    I appreciate that. And I AM the expert, when it comes to implementing this kind of technical solution. But no one is ever going to be ask knowledgeable about your marketplace as you are: so please, could you share with me what you think a conservative number of new customers a month could be? After all, I don?t even know your fire code capacity limit!


    IF THEY PUSH AGAIN, GIVE THEM A NUMBER (CONSERVATIVE) AND ASK IF THEY THINK THAT?S REASONABLE:


    Mr./Ms. Prospect, I appreciate your confidence in me. Now in my experience, 1,000 new customers a month at one location is a bit over the top. In my experience, with Italian restaurants like yours, we?ve been able to very comfortably bring in 200 new customers a month. That?s just 6 or 7 new people a day. I?d like this number to be conservative and definitely achievable. Can we agree on 200?


    OR


    Mr./Ms. Prospect, 50 new customers a month IS conservative. Maybe TOO conservative. I don?t know. But what I do know is that for Italian restaurants similar to yours, we?ve been able to comfortably bring in 200 new customers a month. I mean, would that number be OK? Do you want to go with 50? or 200?


    THEY TELL YOU 200:


    Yes, Mr./Ms. Prospect, you?re right on. We?ve been able to achieve that conservatively for restaurants similar to yours. Let?s go with that.


    SECOND QUESTION:


    Could you share with me what the average amount is that a person spends when they come in?


    YOU?RE MONETIZING THE PROBLEM AND MAKING IT REAL


    IF THEY AREN?T COMFORTABLE DISCLOSING:


    That?s fine, I can appreciate that. Just keep this number in your head, Ok?


    Or they may open up and tell you, ?Fifty bucks.?


    NOTE: If a restaurant owner doesn?t know their guest check average, RUN. Do not get into business with them.


    Mr./Ms. Prospect, I?d like you to multiply those two figures together. The number of new customers times the average amount spent. What?s that come out to?


    GET THEM TO DO THE MATH; INVOLVEMENT BREEDS COMMITMENT


    They?ll say something like:


    Wow! TEN THOUSAND DOLLARS A MONTH!!


    REPLY:


    That?s right, Mr./Ms. Prospect. And that?s a conservative figure. I mean--you want to go back and change either of those numbers? No? Ok. Now let?s figure it out for a year. Multiply that number by twelve.


    Now we?re talking about:


    A hundred and twenty thousand dollars.


    Yes, Mr./Ms. Prospect. And that?s the lowball number. All in new revenue for you. --Say... What would you spend that money on? Maybe a new car or boat?


    THEY?RE NO LONGER THINKING ABOUT $10,000 A MONTH - THEY?RE THINKING ABOUT $120,000 IN A LUMP SUM AND ALL THEY CAN BUY WITH IT


    Mr./Ms. Prospect... Wow. $120,000. I want to get that for you. I want you to have the powerboat and the new kitchen renovation. I want to help you, AND I CAN.


    Based on what you?ve heard so far--and keeping that $120,000 figure in your mind-- what would you expect to invest to get to this point?



    1. Again, if they say something, it?s true.


    People typically give a number between 5% and 10% of the revenue figure.


    Don?t use the words ?pay? or ?price.? Use ?Invest(ment).?


    QUALIFY FOR THE BUDGET:


    Mr./Ms. Prospect, ...$3,000... is that a lot of money for you? I mean, compared to the $120,000? --Say, how do you get involved with something like this? Do you issue me a PO? Do you write me a check? Do you go into your office and bring me back a big bag of money (chuckle)?
     
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  2. kakki9

    kakki9 Newbie

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    Great post! This is what I (and a lot of others) have been looking for.
     
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  3. CEPI

    CEPI Power Member

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    Sales 101 "Feel/Felt/Found" Always use it. "I can appreciate how you FEEL, in fact some of my best clients initially FELT the same way, but what they FOUND is that after sitting down with me for a few minutes it was one of the most valuable things they've ever done."
     
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  4. GoForJacob

    GoForJacob Junior Member

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    Beautiful! You're taking me back to my sales days at Reynold's Ford. haha.

    I'll make the changes to include that.
     
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  5. marishal

    marishal Registered Member

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    I wish all sales calls went like that:)

    The script is nice provided the conversation flows that way. But I can see 2 or 3 spots where it can take a completely different turn. The weakest point is when you assume that $10,000 a month will translate into $120,000 of disposable income, which is not the case. If you get an additional $120K of revenues in the restaurant business, 60-70% of that will go to labor and food cost. Leaving $36K to $48K in gross. Factor in operating cost, taxes, insurance etc and they'll be lucky to keep $20K. So keep that in mind when you approach business owners because they already know that additional revenues does not equate to disposable income.

    Good share nevertheless.
     
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  6. imperial444

    imperial444 Elite Member

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    Pretty decent script. I like the finishing part when you ask a question if he can't afford it. Nice tactics for a customer not to say now.
     
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  7. GoForJacob

    GoForJacob Junior Member

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    You're right... I should write an algorithm containing all possible if - thens. This is a base; a starting point, if you will. It's up to you to run the script, and decide where to make changes.

    And you do realize I don't "assume" that it's disposable. You want them to paint the picture in their mind that it is. Nowhere did I tell them this is disposable. I simply ask them to think about what they'd want to do with $120,000. You're playing the greed angle... It's common in sales.
     
  8. carlikito

    carlikito Regular Member

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    Remember reading that somewhere....:33:

    Anyways, my advice is to those starting to cold call is NOT to try to sell them on the spot.

    Your initial goal should be to get an appointment for a second call, that way the prospect will have the time to listen to what you have to say and you'll get the chance of doing a little research on their business and present them a solution to their problems.

    This will help you be more relaxed and more importantly get the prospect attention and focus on what you have to say.

    Another good idea is to send them an email with EDUCATIONAL information related to their business before you call them back, that way you'll pre-sell them on your solution and they will have a better understanding of what you have to offer.

    Hope that helps.
     
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  9. GoForJacob

    GoForJacob Junior Member

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    Beautiful post, Carlikito. I couldn't agree more. The way I use it, is the validating question at the end is just to see if they can pay and if they can to get them in the state of mind to buy after the appointment has been set.

    Because once I get a meeting, I can upsell in person after building trust. ;)
     
    Last edited: May 18, 2013
  10. djlance

    djlance Jr. VIP Jr. VIP

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    Letting the prospect identify their loss by not doing business with you is a very effective sales technique.
     
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  11. citizenx28

    citizenx28 Regular Member

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    Great share.. tweaking this little bit more as per situations would give excellent result. +Rep added.
     
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  12. GoForJacob

    GoForJacob Junior Member

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    I appreciate it, Citizen. That's why I went through and underlined/bolded certain lines. I've even come up with an email script and casual conversation script from this. My roommate is a personal trainer, and I'm currently helping him build up to 20 clients. In his case you could say:

    Mr./Ms. Prospect, my name is ****** and I help people like you who are frustrated that they can't lose that final 10; get back in shape; so on-so-forth.
     
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  13. GLOBAL1414

    GLOBAL1414 Newbie

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    Good that was good
     
  14. fjones5757

    fjones5757 Registered Member

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    I know where you got this. Jason Kanigan

    He's good, and this script of his is no exception. Thanks for posting your results with this.
     
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  15. CEPI

    CEPI Power Member

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  16. Kidmars19

    Kidmars19 Registered Member

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    Quick question. In cold-calling situations where the first person you talk to is not the office manager or business owner what do you do? For instance, If you call a dental office, how do you get past the administrative assistant? If they ask whose callings and why and you tell them your name and/or business chances are they are probably going to think you are telemarketing (which technically you are lol) and say no thanks and hang up. So, in your experience or anyone's for that matter how do you get past he initial "firewall" so to speak? Great post though amazing call script definitely jumping on this tomorrow morning, already have several versions of the script modified for different businesses.

    Also in the same vein of calling health professional should I establish a line of communication with the office manager before I speak to the doctor?
     
    Last edited: Jun 14, 2013
  17. thewanderingpen

    thewanderingpen Junior Member

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    This sounded A LOT like SPIN Selling by Neil Reickham. I use the same approach everyday in my cold calls. :D It may not feel comfortable at first because you're asking "In Your Face" problem questions (which in turn, may make the prospect uncomfortable), but once you get the hang of it, it's REALLY effective.
     
  18. ContentLockPro

    ContentLockPro Power Member Premium Member

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    Pretty nice input of cold calling script. I would just make it shorter. Not a big fan of long scripts when getting a lead.
     
  19. youtalkmedia

    youtalkmedia Senior Member

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    I wish I was a good sales person on the phone... I try and try, but fail.. In person I am good.. On the phone I am useless...
     
  20. GoForJacob

    GoForJacob Junior Member

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    If you found them from a classifieds listing, just say that you're calling regarding their listing on [Classified Site Name]. They'll assume you're with the company or that it's out of their hands. Just don't try and sell the gatekeeper.

    I've never heard of him. I'll definitely check this out though. Thank you!

    Appreciate it, ContentLockPro! My sole purpose for the length is building enough rapport to get a phone close. Have you found it easy enough to close with a shorter script though?

    I don't think I'm too good myself. I think you just have to try. You'll probably realize you're a lot better than you think. Personally, I don't have too much experience with this. I just tried it and it worked well.