Here is one of our sales call script examples with a cold call from a salesperson who is selling a software solution (SaaS). This is a great call to listen to and break down, because this salesperson is using the same approach and script as in our sales script template kit, which you can download for free by entering your email address in the form halfway down this page.
TLDR
- This is one of our sales call script examples that uses our methodology and sales script.
- It seems like an easy call, but the salesperson did things to make it a good one.
- Instead of opening the call by explaining what you sell, share your value proposition.
- Make cold calls more about the prospect than about you and your product.
- Ask good questions to make the prospect the center of the call.
- Talk about your product and company at the end of the call, not the beginning.
- Don’t close for your product; close for simply talking more.
Make Cold Calling Easier
You might listen to this cold call and think it was very friendly, and that the call seemed very easy. While the salesperson might have had good timing with when she called this prospect, the salesperson did some key things that helped make this a good and easy cold call, and we will go through those here.
Decrease the Prospect’s Guardedness
Most cold call scripts immediately trigger the prospect’s guardedness by flagging the caller as a salesperson trying to sell something. With our sales call script examples, we decrease the prospect’s guardedness with a couple of small tactics. First, as you will hear on this call, instead of asking the prospect how they are doing, we will ask the question of:
Did I catch you in the middle of anything?
This is different from what most salespeople do, as the common approach is to open by asking, “How are you doing today?” By asking this question instead, you avoid triggering that initial guardedness.
Not only do you avoid guardedness, but this question can actually reduce it because it is less formal, closer to what a colleague or friend would ask, which helps reduce the prospect’s guardedness and creates a slight bump in rapport.
Share Your Value Proposition
The next thing the salesperson did was share her value proposition by saying:
We help companies to improve their internal training programs.
This can also help reduce guardedness because it differs from what most salespeople do. The most common approach is to open cold calls by discussing the product and the company. Not only is sharing the value proposition completely different from that, but it also aligns more closely with what the prospect cares most about.
We Make the Sales Call Script Examples About the Prospect
Another thing this salesperson did to make this a great cold call was to focus more on the prospect. This is also different from what most salespeople do, as the common approach typically involves the salesperson spending most of the cold call talking about their product and company.
Not only does that create a less engaging conversation, but it can also trigger more guardedness, leading to more objections, rejection, and resistance.
Asking Good Questions is the Key to Cold Calling
If you want to make your cold calls more about the prospect, all you have to do is ask good questions. This salesperson did this by asking:
- What are you all doing to deliver your training information today?
- How satisfied are you that you are effectively training people?
- Would you be interested in making your training more efficient?
Not only does this get the prospect more engaged in the conversation, but it also helps you learn more about the prospect, which greatly helps you find opportunities and generate leads.
Product and Company Introduction
As I mentioned, most salespeople introduce the product and company at the beginning of the call. With this approach, we introduce the product and company toward the end of the call after learning about the prospect. This salesperson did this by saying this at the end of the call:
We’ve been in the Houston area for 15 years.
We work with companies to improve their training programs.
We help you to develop the content as well as the creative.
Close for the Next Step in the Process
Another thing this salesperson did that is different from the common approach is that she closed for the next step in the sales process, which is simply talking more and having a conversation. This is different from what many salespeople do: they try to close to see whether the prospect wants or needs the product, which focuses on the last step of the sales process.
The problem with that is that, in most scenarios, the next step in the sales process is simply to talk more and have a conversation, usually via a call, meeting, or appointment. To generate leads when cold calling, it is important to stay focused on the step of talking more and doing what you can to help prospects move forward.
We hope these sales call script examples provide new ideas for your sales efforts!
