Writing a sales script for cold calling may seem like a challenging task.  It can become clearer as to what you need to do and say by simply breaking down some of the components of the call.

Initially, you will want to identify whether you want to use a direct script or an indirect script.


Direct Sales Script

Using a direct script will tell the prospect why you’re calling and go for the appointment or meeting right away. For example:

“Hello, this is Mary, I am with TraderTech. We help exporters to decrease their shipping cost and wanted to schedule a meeting for one of our logistics experts to meet with you to discuss how you could decrease your costs. What day next week works best for a brief meeting?”

We introduced who we are, shared our value statement, and went for the meeting in this example.  This approach is beneficial because it is quick and to the point, so it is an easy script to comprehend, and it is easier to make more calls.  In addition, it doesn’t give the prospect too much information or time, which helps to get their commitment to meet.

Not gathering very much information from the prospect is the downside of writing a sales script such as this.  It will likely result in you scheduling appointments that aren’t qualified in terms of need, ability to purchase, and meeting with the correct people.


Indirect Sales Script

Using an indirect approach is another option when writing a sales script.  This allows you to incorporate questions and statements which will make the call more conversational before you go for the close.  For example:

“Hello, this is Mary, I am with TraderTech. We help exporters to decrease their shipping cost. I don’t know our services will fit well with your operations, so I had a couple of questions.”

Then, follow that by asking some qualifying questions. This helps you to identify if the prospect is worth spending your valuable time with, as well as helps to make the call more conversational while decreasing the prospect’s guard.

From that step, proceed to share some common pain points or common challenges that your prospects experience, which helps uncover areas that can be improved on the prospects’ side.

A great way to wrap up when writing a sales script in this style would be to share some building interest points.  They are your “silver bullet” points that can be shared to spark interest and curiosity on the prospect’s side.

Now, you have qualified the prospect, gathered some valuable information, and built interest.  At this point, go for the close and try to progress to the next step in your sales cycle.  The next step will likely be to schedule an appointment or meeting.

SalesScripter provides a sales script tool to help sales pros with writing a sales script.