This video and blog outline one of our telephone sales script examples. We created this sales script for a longer video in which we analyzed a cold call from a salesperson selling marketing coaching and consulting services. If you want to listen to the cold call and hear the full analysis, you can watch that here – Best Cold Call Script I Have Heard.
Background
The salesperson for whom we created one of our telephone sales script examples used a really good approach. Most salespeople use a very product-focused approach, focusing primarily on the product they sell and the company they work for. This salesperson used a more prospect-focused approach, asking many questions and seeking an area where the prospect was having challenges. Here are the questions she asked:
- What is that looking like? (regarding customer acquisition)
- What is your personal brand looking like?
- Which platforms are you performing strongest on?
- How many qualified leads are coming per week from YouTube?
- Do you feel like it’s working the way you want it to, or is there an area for improvement?
- Why do you think YouTube is not working the way you want it to?
- The quality of the leads from YouTube is pretty good?
- They are converting into booked calls?
While it was great that the salesperson asked many questions to focus the call on the prospect, there is definitely room for improvement in the questions she asked. She clearly tried to identify areas for improvement, but her questions were either too broad or too specific for a cold call.
We tried to improve that for this salesperson by creating two sets of questions for this telephone sales script: 1) pain questions and 2) current state questions. Pain questions are questions that check whether the prospect has any of the pain points the product or service helps with. Current state questions are primarily designed to learn what the prospect is doing in the area where the product or service fits, but can certainly uncover problems or challenges as well.
Updated Telephone Sales Script
Here is an updated script for this salesperson, incorporating the new questions.
The Cold Call Introduction
The first step in telephone sales scripts is to open the call. Pretty simple, but we like to include a question to confirm availability.
Hi Tom, this is Michael Halper calling from Marketing Pros.
Did I catch you in the middle of anything?
Use a Pain Points Cold Call Opener
After you confirm the prospect is available, you can then use a pain points cold call opener. This is a list of some of the pain points that businesses often experience.
- The reason for the call is that a lot of businesses have bottlenecks with:
- The business is not growing and scaling as quickly as needed
- Lead generation is not where it needs to be
- Hiring is time-consuming and difficult to find the right people
- Processes are time-consuming and not optimized
Use a Sales Takeaway
After you share common pain points, you can use a sales takeaway by expressing doubt if the prospect is worried about those. This can help to build trust and decrease the prospect’s guardedness.
I don’t know if you are concerned about those or not. That is why I had a question or two.
Ask Pain Questions
After the sales takeaway, you can then transition to asking a few questions, and start with pain questions.
- How do you feel about the rate your business is currently growing at?
- How important is it to boost lead generation?
- How happy are you with your hiring process and the people you are recruiting?
- How much of a priority is it to optimize and improve your internal processes?
Ask Current State Questions
After you ask a few pain questions, you can mix in or transition to asking a few current state questions.
- Are you doing any type of lead generation or cold outreach activities?
- How are you generating leads or getting business?
- What channels or social platforms are you currently using for marketing?
- How many leads are you generating per week? Month?
- What are your growth goals or targets?
- Have you ever worked with a marketing consultant or coach?
- What does your organization look like?
- How many employees do you have?
Introduce the Product and Company
Hopefully, by asking the questions you do, you will identify at least one area for improvement. After that, you can transition to introducing your product or service as a solution to the prospect’s needs.
It might make sense to talk more because we provide:
- Marketing consulting and coaching
- One-on-one coaching
- Business growth playbook
Some ways we differ:
- Our founder scaled from $0 to $15 million in three years
Share Your Value Proposition
After you explain what you sell, try to paint a picture of what that means for the prospect by sharing your value proposition.
This typically helps businesses to:
- Scale their business and get to the next level
- Improve lead gen and customer acquisition
- Speed up and streamline hiring
- Automate and optimize processes
Share a Story About a Customer
A nice touch at this point in telephone sales script examples is to share a short story about a customer you have helped with your product or service.
- We worked with Service Right, and they were not getting enough leads.
- We help solve that by working with them one-on-one coaching.
- This not only helped to increase leads by 40%, but it ultimately helped to increase revenue by 25%.
Close for the Next Step In the Sales Process
After all of that, it is time to close the prospect. And we are not closing for the purchase; we are closing for the next step in our sales process.
- We are offering free strategy calls. 20 mins where you can share a bunch of information, and our team can give you a detailed roadmap to help get you on your way.
- No sales needed.
- Or if you want to partner with our team, you can have a further discussion about that.
- Is that something you would be open to?
We hope these telephone sales script examples provide some new ideas for your sales efforts!
