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Cold Calling: Your Feedback on a Script
By Leslie Buterin | June 24, 2009
Just received an email from CB.
I asked if I could post his email and give subscribers a chance to comment. He said, “No problem, just don’t mention my company’s name.”
Glad to oblige! Same goes for you. Know that I’m glad to mask company name and any personal information. After all, the goal is to help you move forward not get you thrown up against the wall by the legal department.
WANTED - you comments giving CB feedback on his script!
CB says,
“I am an avid follower of your site and on Twitter as well. I work for the US market and pitch our company’s Finance & Accounting services to the manufacturing companies there. We also hold a Webinar once in a month to give the prospects a feeler about outsourcing F&A services and the area’s of engagement.
My challenge is the same old; Missing motivation because of the difficulty to be able to reach the ‘C’ level executives. I am patient and confident when I talk to them, however my pitch doesn’t seem to work. It looks like this;
‘I am calling from ACME International and would like to have a discussion about strategic sourcing. Is it a good time to talk to you for a couple of minutes?
ACME International is an IT & BPO company headquartered in Chicago. We are a global $200 million company with 5000 employees providing IT consulting & BPO services to clients from around the world. We are a part of Internationale’s $3 billion group.
The intention of my call was to discuss our F&A service offerings like AR/AP, Accounts reconciliation, Expense Reporting, Order Management, Fixed Assets Management, General Ledger/Reporting. Our current clients include (Names of some clients & a testimonial of what we’re doing for a couple of Fortune 200 companies)
Our Sales Director is very keen to have a short tele-conference with you, say for about 15-20 min where we could formally introduce ACME International and discuss our capabilities in the F&A domain, explore the areas of engagement and how we could add value to your organization.
Is there any particular service or engagement area that you would like the call to be focused on?’
Get contact details and confirm appointment. I also need to know what time and day of the week is the best to reach them.”
Thanks in advance for sharing your hard-earned expertise!
Leslie Buterin (like butterin’ bread)
Topics: Cold Calling Scripts, Uncategorized |
June 24th, 2009 at 4:08 pm
1. Way too long
2. Lots of so what information
3. You need to be addressing problems
June 24th, 2009 at 4:22 pm
Telling isn’t selling, the person on the other end doesn’t even have to listen if you are not asking questions especially ones that are of interest to them, that provide a solution “but how do I know which solution” you say? ASK QUESTIONS. When you ask questions they have to listen and respond and when they do they believe it because it’s their words, much more impact. Play dumb, dig deep like a 3 year old! Lead them to tell you the challenges they have that you have a solution for and get their agreement to speak to you further in order to help. COACHCA
June 24th, 2009 at 4:51 pm
This script focuses on the caller, their company and what the caller and the sales director wants. People are motivated by self-interest and this script ignores that…it doesn’t give the listener a compelling reason to continue the conversation.
June 24th, 2009 at 5:15 pm
Dear CB,
I trust this will help you. Your company sounds impressive. And if I’m a C-Level executive I want to know what you can do for me and my business. I don’t read much about that in your script.
What would happen if you added something about the value you give me - and even in your short reference story say what vaulue, ROI or payback you helped clients to enjoy?
If I’m a C-Level I want to hear that ACME helps me reduce costs by x%, increase revenue by y%, increase profits by w%, improve return on assets by z% (whatever your solution does and whatever measure is important to my job title).
CB - as a C-Level I sure don’t want to hear about another product. And when I read your script - well - it reads like a product pitch.
Can you take that feedback and rework it?
June 24th, 2009 at 6:39 pm
CB: I’m surprised if anyone from the US sticks around on the phone with you long enought to answer your question. Try leaving out all the “We’re so good we can’t stand it” stuff like who you are and what you do; because none of the people you call care about you.
Try to focus in on specific problems your solution solves and finish with a question like: are any of the areas I mentioned problems (or challenges) for you or is everything running 100% smoothly?
If you end up in a discussion, that is the purpose for the call: just know where your to take the discussion and GOOD LUCK!
Ed from Oceanside
June 24th, 2009 at 6:51 pm
Where’s the benefit…NONE. Why would a C level exec want to spend even 30 seconds on a fishing expedition much less 15 to 20 minutes?
June 24th, 2009 at 7:23 pm
When preparing a sales cold call, you need to know your prospects and the challenges they face. You have to research your customer to understand who they are and what they want.
Today its all about how your produce or service can help solve the problems of your customer and how well you use this as an introduction to your call.Customers have very little time to listen to your sales pitch of who or how big you are. bottom lines is “can you solve my problem?”
You need to know where you want to take your customer;
i)What questions will you ask to get there.
ii)So that they discover the answers themselves.
iii)So that they own those answers.
iv) And buy into them.
June 24th, 2009 at 8:09 pm
my feeling is that it is too wordy, you only have a few seconds to catch their attention, and, when i read this, i switched off at tne beginning of the description of the co. its just too long. My experience is the shorter the script the easier to make the appt.
June 24th, 2009 at 10:11 pm
Leslie,
Here’s our opener as a possible model:
After greeting, my name and where I’m calling from - We specialize in providing companies with cash advances helping them build and maintain a consistent cash flow. Our programs help thousands across different industries increase working capital; control payroll needs and finance new growth. I’d like to ask a few questions to see if our proven options can benefit your company.
Warm Regards,
Vanessa
June 25th, 2009 at 5:28 am
This “script” is 100% about what the caller wants. The caller used the words “I, we, our” 9 times in the conversation and never once made a statement that showed the recipient what was in it for them.
They need to build messaging that uses the language of their buyer to highlight a business issue they address and then deliver a short pitch that established credability and arouses curiousity. Hope this helps.
June 25th, 2009 at 5:46 am
Its a solid base, but a few flaws. maybe something like this.
Hello Name, this is YOUR NAME. Im calling with ACME, I have done some research on your company and it seems to fit the style of business we usually represent. With (your service you provide) being a major expense to most companys i talk to Is this true for you? (now ask another probing question to get them to talk. you usually only have 10-15 seconds to get to your point and then you need to get them talking. because all your talkign about your company isnt going to do anythign for them. you MUST get them talking.)
Try that approach.
good luck
Justin
June 25th, 2009 at 7:28 am
Never mind the fact that most of us would be out of breathe giving that speech over the phone, your lead likely tuned out a quarter way through.
Key to an effective cold call is to start by addressing the 3 questions your prospect is asking, even before they have answered your call. Who is it? What do they want? and Why do they believe I would be interested?
Also I like the idea of asking permission during the opening, but in the case of the example, I would be concerned that it may be to soft, allowing more for a negative response. Something that is never desirable during this stage of the conversation.
During the opening there are 3 objectives. First to introduce yourself, then to explain the reason for the call followed by initiating a discussion for the purpose of uncovering an opportunity and establish rapport.
Many say you only have 15 seconds to make your pitch. I prefer to see it as having 15 seconds to get the prospect talking.
Thanks Leslie for the opportunity
John
June 25th, 2009 at 10:55 am
OK… Here are some suggestions, and I’m going to apologize right now for being Brutally critical (it’s that bad) My comments are preceded with “” and end with the same. The rewrite suggestions are located at the end in Sequential Steps:
‘I am calling from ACME International and would like to have a discussion about strategic sourcing. Is it a good time to talk to you for a couple of minutes? ** It’s all about you, and gives an easy out to blow you off with.”"
ACME International is an IT & BPO company headquartered in Chicago. We are a global $200 million company with 5000 employees providing IT consulting & BPO services to clients from around the world. We are a part of Internationale’s $3 billion group. ** AGAIN, It’s all about you. The message comes through as “You don’t even know what I do, much less what I need”
The intention of my call was to discuss our F&A service offerings like AR/AP, Accounts reconciliation, Expense Reporting, Order Management, Fixed Assets Management, General Ledger/Reporting. Our current clients include (Names of some clients & a testimonial of what we’re doing for a couple of Fortune 200 companies) **AGAIN, all about you. This also confirms that you don’t know what I need, and you’re continuing to FISH, hoping that I’ll bite on something.**
Our Sales Director is very keen to have a short tele-conference with you, say for about 15-20 min where we could formally introduce ACME International and discuss our capabilities in the F&A domain, explore the areas of engagement and how we could add value to your organization. ** Redundant, You’ve already introduced your company in a pretty self centered manner, and NOW you want to have someone else do the same in a Video Conference. You have just sent the message that you are nothing more than a low level person who has to have “daddy” do the real presentation. The thought running through your prospects mind is more than likely “Yada-Yadda-Yawn!”**
Is there any particular service or engagement area that you would like the call to be focused on?’ ** Nice cast, you are persistent, but you are still fishing without bait. Just an empty hook.**
Get contact details and confirm appointment. **You actually get to this stage using this script?? You must be making 50 calls a day, or more! That’s hard work by anyones standards.**
I also need to know what time and day of the week is the best to reach them.” **See Below**
Sorry for the battering. Try some of the following…..
1) Research. just 5 minutes to at least look at the companies website. Get a feel for them.
2) Call the Receptionist. Ask her/him for their assistance and explain the very basics of your purpose in clear english (no jargon)
3) Speak to lower levels first. Ask the receptionist to send you to a lower level department(that you learned about through your research) and ask them to recommend a person to talk with.
4) Repeat. do this as long as it takes to identify several areas where your services are of interest to someone running the business. (Your “C” Level Targets) As you get higher up the food chain, your questions, and conversations, should become more centered around two areas. a) Financial Benefit, and b) Strategic/Organizational Benefit.
5) Locate the Exec Assistant. As you near the top of the food chain, start asking about your intended target’s Operational Support Staff. (Executive Assistant) Then “Pitch” to them. Lead with your “Strategic/Organizational Benefit” (Your “POP FLY-Ball) to get their attention. THEN, hit them with the “Financial Benefit” to convince them to recommend you to THEIR BOSS. (it’s the XA’s job to weed out the garbage (your existing script) and only pass on the beneficial solutions for consideration (which you’ve just proven in this step).
6) It Flies, or it Doesn’t.
6a) You’ve got the approval! Great! The XA will recommend seeing you, and set the appointment (Most do.) when it is convenient for their boss, and them. This may take a couple of days to work through. Be prompt when you do, this is the time where “Liking You” will be most beneficial and productive.
6b) Should the XA indicate that you’re off base, GET THE XA’S INPUT AND SUGGESTIONS!! They will tell you what’s important and how to get through with relevant solutions. They KNOW the “boss’s current needs”
7) The “C” Suite. Stay Focused, Stay On Point. Talk Straight. Remember, silence works in your favor and the exec knows it’s uncomfortable. When you ask a question, SHUT-UP until it’s answered.
7a) Be open to discussion.
How do I know this works….. Been using this general strategy for over 20 years, and last year my customers projects were equal to over half of my companies total incoming revenue (>3 Million) for the Territory.
NOW…. Go talk with your sales manager and tell him/her that you would like to concentrate on an additional dozen profile-able accounts (The ones that no one else would even think about closing) in addition to your “regular” workload. (I know…. Shit, MORE WORK! However, land a couple of these and you instantly go from “PLEBE” to…… Ta-Da…. “RAINMAKER”!!! It’s worth the extra little bit of work, and until you are practiced at the steps, you can do it on your time and at your pace. So Do A Good Job, and REAP THE REWARDS)
TO YOUR SUCCESS!!!
MS
P.S. I seem to remember something along the lines of:
“You persuade NOT by inciting intellect, rather by inciting
DESIRE!.”
Written by some old guy…. I think his name was…. Ben Franklin
Now… Go Kick Some AS# and Take Names.
June 25th, 2009 at 2:12 pm
CB..you might want to ask some other question to determine what the customers’ problem really is…without that info you are talking about your needs and not theirs..think of Problem-Agitation-Solution.. find the problem, ask more questions to agitate it… then ask for tele-conference call to solve it…when you get to the truth about their problem and discover it authentically then you can make suggestions for a solution… don’t guess at the problem… only they know what it is and that’s your job to help them express it…when you uncover it you can move on to clearly identifying it…be real but ask the right questions to find out what they are grabling with and they will jump at your solution…
June 25th, 2009 at 2:18 pm
Regarding the beginning of the script….‘I am calling from ACME International and would like to have a discussion about strategic sourcing. Is it a good time to talk to you for a couple of minutes?
This is a yes or no question which is usually going to lead to a “NO” response. I would suggest…
“Hi, this is Bob, I need your help..I’m with ACME International and would like to discuss some strategic sourcing, but I am not sure if this is the best time, what time is good for you?”
This script forces the listener to to answer your question. They may ask for more information, or at the least they will give you a “better time” to call. Maybe this will at least open the door to get that appointment set.
June 25th, 2009 at 3:15 pm
To me this is the old same old same old drivel that must happen a million times day across the globe.
1st we have to get their attention…ACME has in the last three months helped 10 comapnies realise unexpected savings/profits totalling over £XXX. Indeed, one, one of your major competitors, we’ve helped them to realsie saving of £XXX a XX per-cent saving.
My name is Fred and I’m from ACME, a company that specilses in delivering bottom line improvements through strategic ZZZZ initiatives.
Our reults have been…
1: Benefit
2: Benefit
3: Benefit.
Now these results may be hard to replicte in your business, but a quick telephone conversation with our CEO will soon determine wheter we can make a significant improvement to your business.
Would you be avaible next thursday at 10.00am to take my call?
This is a very rough draft, but it forms part of what I call the million dollar (sound better than pound (£)) revenue generation package.
It’s headline - stop me and buy one…
Interest…relevant to them
Payback - how much and when will I see a return
Comitment - what they need to do - answer the call…
Yours Tom Weston
June 26th, 2009 at 8:06 am
NEVER NEVER NEVER ASK is this a good time to talk, because when you do that, they will blow you off because you are inturputing their day, just go Name, Justin from ACME, while doing some reseach on your company it seems you would be a good fit for what we do, Is having a consistant cash flow important for you business?
July 29th, 2009 at 12:24 am
Dear All,
Thank you for your ‘brutal’ opinions and tips. I have incorporated a whole lot of inputs from you all in my current approach & well, it sure is helping me.
I am rather new to the reactions to cold calling in USA; however, my EU cold calling experience was very pleasant.
I look forward to learn & do well as I go…
Cheers!