Don’t use a cold call script….is what some sales professionals say. Are they right? Let’s break that philosophy down to answer that question.

You do not sound good when you read from a script.
There are a couple of reasons why a sales person might be fairly negative on the concept of using a script. One main reason they feel this way is that they believe that you do not sound good when you read from a sales script.

At this point, they are actually very correct – you do not sound good when you read from a sales script. You sound like a junior level sales person and the prospect will not have much respect for you and will become guarded thinking “Uh oh, a sales person trying to sell me something”.

This is why not reading directly from a script is one of the key steps to take when working from a cold call script. The best way to do this is be very familiar with the call script so that you can use it more as a guide and not something that you need to read directly from.

I am not a junior level sales person.
The other main reason that sales professionals think that they should not use a cold call script is that they feel like a call script is something that only junior level sales people need and that they are above that from an experience and knowledge level. In this area, this logic is very flawed.

Yes, a junior level sales person might benefit more from using a call script. But a senior level sales person still needs to be prepared with the key questions to ask and responses to deliver.

A more experienced sales person may be able to improvise a little better because they have a foundation on experience to reflect on. Although, improvisation still leads to inconsistent result and this is something that can immediately be improved by simply using a call script.

How to Successfully Use a Cold Call Script
One thing that can greatly improve the results of using a call script is to use more of an outline script in place of paragraph after paragraph. The outline format is a structure that is easier to memorize and this can reduce the likelihood of the sales person reading directly from the script while on a call.

The other thing to keep in mind is that we all can benefit from a list of key questions to ask. Maybe you do not need a complete script, but for every product or service, there is a defined list of questions that should be asked to qualify the prospect and extract key information.

Regardless of the level of experience, having this list of questions on a piece of paper to use as a guide can decrease the amount of improvisation and that will lead to an immediate improvement in results.

SalesScripter provides tools to help sales pros build a cold call script.