I talk to salespeople every day that think they do not need a cold calling script because they have so much experience. I have around 20 years sales experience and I just created a cold call script so I thought I would write about why I created one and why it will help me.

Background
In addition to my day job, I am also President of the Houston Chapter for the American Association of Inside Sales Professionals. And in an effort to build up our chapter, my officers and I are going to do some outbound cold calling to inside sales managers in the area.

Why I need a cold calling script
Not only do I have decades of experience making cold calls, but I also wrote a book on how to improve cold calling called The Cold Calling Equation – PROBLEM SOLVED. You got to figure that with all of that, I don’t need a cold call script, right?

Well, the reality is that I do. Not because my skills are not great, but because there is so much that I would want to talk with an inside sales manager about. When I get one on the phone, I am only going to have a few minutes to work with and it could be hard to figure out what best to say from all of the thoughts that I want to share.

I needed to figure out what benefits I offered
In order to avoid sounding like someone trying to sell something and getting shot down with “I am not interested”, I had to really figure out what I had to offer an inside sales manager. Building a cold calling script gave me a chance to do this and I came up with this:

We help inside sales managers to have an additional resource for inside sales best practices and expertise.
We help inside sales managers to improve their ability to get the most out of their inside sales teams.
We help inside sales managers to improve everything from hiring, compensation, training, and day-to-day management of inside sales resource.
We help inside sales managers to network with other inside sales managers in the Houston area.
We help inside sales managers to provide an additional source of inside sales training and materials to their frontline resources.
We help inside sales managers to improve their ability to get the most out of their inside sales teams.

I needed to figure out what pain I help to resolve
Once I had those benefits, I could reverse engineer them to figure out some of the problems that I fix for my cold calling script and I came up with these:

They could benefit from sharing inside sales best practices and expertise with other sales leaders
They could use new ways to get the most out of their inside sales resources
There is often room for improvement in areas of hiring, compensation, training, or day-to-day management
They don’t ever network and share experiences and expertise with other inside sales managers
Their frontline resources could use more training materials and sales tools

I need to be ready with some good questions to ask
My goal is to create a conversation with inside sales managers, not sell them anything. In order to do that, I need to have some good questions to ask them. Questions that probe for the pain that I fix would probably work best.

I was able take the problems that I fix and compose one good pre-qualifying question for each and put those into my cold calling script.

How interested are you in sharing inside sales best practices and expertise with other sales leaders?
How important is it for you to find new ways to get the most out of your inside sales resources?
Do you feel like there is ever room for improvement in the areas of hiring, compensation, training, or day-to-day management of your inside sales resources?
Are you currently networking and collaborating at all with other inside sales managers (outside company)?
Do you think your inside sales resources could benefit from having access to more training materials and sales tools?

I am now ready to go
Now that I have all of those key points organized, I am much more confident calling an inside sales manager. Did I know all of that already? Yes, of course. I am the person that just put all of that together.

But when you mix all of that knowledge with everything else that I have floating around in my head, I do not know if I would be able to find those powerful points on the fly when my prospect answers the phone.

This is how having a cold calling script can help even the most experienced of salespeople.

>> What Made Me Create a Cold Calling Script (Part II) >>

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