Cold calling is not a glamorous job. That being said, it certainly is honest work and an essential strategy for many new and growing businesses. It doesn’t matter if you have years of experience or you’re about to make your first call; you’re bound to run into an unexpected situation or forget what you’re supposed to say.
A lot of cold callers, especially beginners, feel like a script would just hold them back. That might be true for certain people or selected personality types, but it’s recommended to at least try using a script before dismissing the idea altogether. What’s more, many beginners simply cook up the ‘hold-back’ excuse because scripting and memorizing takes time and effort.
What Are the Benefits of Using a Cold Calling Script?
Countless cold calling firms and individuals across the globe use scripts every day. A lot of research has been conducted and shows scripts to be beneficial in many different aspects of the job. We’ll go over just a few of them for you below. Let’s get started.
Sound More Professional
No one likes to answer the phone and listen to the person on the other end stutter and mumble. “Uh, um, just a sec.” If that’s you, the next thing you’re going to hear is a click followed by a dial tone. It takes a tremendous amount of trust for someone to part with their hard-earned money in the first place, let alone give it up to someone calling and asking for it.
Knowing what to say will give you increased confidence, something that your lead will pick up on during the call. They’re more likely to buy if you sound like you know what you’re talking about. And with a script in hand, your authority will stand out because every word you utter will come out polished.
Providing the wrong information to your lead could be disastrous. Describing the product incorrectly or quoting the wrong price could destroy a potential sale. What if your lead has extremely specific needs and you forget about one particular version of your offer that can help? No sale for you.
Each and every call is crucial, and none should be wasted. Mistakes that you can avoid are the worst kind of mistake. A script might not eliminate errors 100% – you’re still human, after all – but it will significantly reduce their frequency.
Focus on the Lead
It’s tough to listen and think at the same time. With a script, you can focus entirely on your lead’s questions and answers without racking your brain to come up with a response. That way you won’t miss anything they say and have to ask them to repeat something. Your lead will quickly lose patience if that happens more than once.
Being attentive and providing direct responses will show that you value their time as much as they do. Peoples’ decisions are largely influenced by emotions, and if they feel you care, they’ll give you more trust.
Time is money. Your primary focus, of course, is making a sale. Your secondary focus should be making the sale as quickly as possible. Following a script ensures you hit all of the important points without wasting any time. This doesn’t mean you should rush the call; it just means a script will keep you on track without going off on a tangent or discussing irrelevant information.
If you can’t make the sale, there’s no point in continuing the call. You’ll know the best things to say to determine quickly if your lead is hopeless or if it’s worth keeping them on the line.
Helps You Relax
Some people get nervous, really nervous, at the thought of cold calling. Worrying about how you’ll sound, not wanting to get someone angry with you, and just fear of failing are all reasons you might hesitate to pick up the phone. A script probably won’t completely get rid of these feelings at first, but it’s a nice little safety net should you get flustered. However, over the course of time, it will slash down that stress and anxiety you experience.
Also, it also won’t take as many calls to start getting comfortable if you have a script in front of you. You’ll see the benefits immediately and that will help your nerves melt away.
Your mental health is important, and too much stress will affect it negatively. If there’s one thing that comes above sales, it’s your personal well-being. A script won’t solve all of your problems, but it’s a good start.
Easily Utilize Strong Sales Techniques
If you find something that works, add it to the script and make it a part of your routine. You don’t need to be a marketing genius to find yourself a few little tricks. Scarcity, for example, is a powerful tool. “We only have five left and will not be restocking.” Something like that. Just little things you pick up on from experiences or even a few minutes of internet searching.
As different as we humans like to think we are, we’re very much the same. That’s why scripts work in the first place, and that’s why some sales techniques have been around for centuries.
Decrease Training Time
Instead of doing the cold calling yourself, you might want to pay someone to do it for you. It takes a lot of time to train someone and explain every single aspect of your business. Providing them with a thorough and detailed script with as many scenarios as possible included will save a lot of time and money.
It’s also tough to trust someone else with being the face (voice?) of your business. A script can allow you to incorporate your businesses standards and values, so every lead or customer receives the same great experience without you standing over your employee’s shoulder all day long. Also, if you decide not to use a call script, don’t be surprised when you’re not being your best productive version.
If you were having doubts about using a script for your cold calls, hopefully this gave you some insight into how it can be beneficial to you and your business.
Consistency and improvement are critical to any cold calling campaign, especially one that relies so heavily on personal contact with potential customers. Even if you ultimately decide a script is not right for you, just try it once. It’s better to exhaust all options to determine what’s best for your business.