Hey, folks, welcome to module to in this module.
Our expert will teach us some vital cold calling, scripting strategies.
So get ready to take some notes and let’s jump right in. So before we even get to what you’re going to say to the decision maker once you get them on the phone, we need to figure out what you’re gonna say to the gate keeper.
And there’s several ways in several different philosophies.
When it comes to dealing with gatekeepers, some people say engage them in conversations, flatter them, be really kind of them and all that sort of stuff.
You should certainly be kind anybody who you speak to, but time and time again, we found that the more short and brief your lines are to the gatekeeper, the more effective you’ll be specifically if you use wording that keeps you in control, that closes off and decreases the chances of them asking reactionary questions and kind of puts the pressure on and makes it feel like they have an obligation to get you to the decision maker, you’re gonna have much more success in those cases.
And that’s why this script, as simple as quick and maybe even Kurt.
Possibly borderline rude as it might seem, this is actually the best script we can recommend for getting through the gatekeeper.
Say the name of the person that you’re trying to reach, just their name and in the words please and thanks, Bob.
Now they’re going to say, May I ask who’s calling?
Then you’re gonna say it’s Michael Scotch.
Just say your name.
Then they’re gonna ask, What’s this in regard to?
Or are they expecting you something along those lines?
Just let him know it’s regarding Michael Scotch.
Sounds awkward when it’s been proven to work, and that person is very likely to forward you on to the person that you’re asking for.
If you can’t get through the gatekeeper for some reason, you can always go around them now.
We talked about this method earlier for intelligence gathering, meaning asking people about who’s the head of this department or that department.
What’s their name, etc, etc.
This actually works very well for getting around the gatekeeper and getting to the decision makers as well.
Now, the thing about people in the accounting and the sales departments, for example, as well as other departments.
But those are the two big ones is that they’re not trained to be gatekeepers or to screen calls.
So if you talk to them in a businesslike manner as though you’re on a mission and you’re just doing a routine calling, you gotta talk to so and so and you know their first name.
Hey, I’m trying to get a hold of Bob’s bobbin.
Hey, do you know the number for Bob’s office?
Hey, can you put me through to Bob Lance?
There’s a much higher percentage chance that they’re gonna put you through the Bab Lance or give you his direct number or something along those lines because they’re not trained to screen calls, they could care less.
And just like with receptionists, in many cases, people who are in accounting and sales, they don’t want to be bothered by you.
So you become a hot potato and they just want to pass you on to the person you want to speak to so they don’t have to deal with you.
Okay, so that’s another opt option.
It’s It’s an alternative option to get through the gate keepers toe literally.
Just go around them to get to who you’re talking to.
Now, once you do finally get the decision maker on the phone, there’s a couple of approaches.
The traditional approach is fine.
If you haven’t really streamlined, really clean cut and really optimized.
And that’s basically this you’re gonna say Hi, Bob.
Use their first name.
Don’t ask how they’re doing.
Is this a good time?
Although there is, ah, separate tactic that you can use that hinges on the phrase Is this a good time?
But we’re not using that right now because we don’t want to introduce the opportunity for a no answer.
We don’t want to start knows that’s a behavioral pattern that begins when someone gives you one know, there could be a lot of knows after that.
We don’t want that.
We want to maintain and optimize this conversation for positive answers.
Okay, So high.
Bob Michel Scotch here.
I’m calling because I noticed your company is expanding quite a bit this year, or whatever the plausible, relatable reason it’s OK.
It needs to be something believable.
Okay, A probably heard that we’re expanding or, you know, X y Z. So there’s a reason you’re calling, and then you’re giving them a proposition.
My company provides printing services at super discounted rates that could help you save a ton of money on your marketing campaigns.
Okay, whatever your value proposition is, lay it out clearly, haven’t rehearsed.
Okay, make sure it’s a one or two lines sentence that works really well.
And then is that something you’d be interested in discussing at some point in the future?
Now the importance of that question is that it’s an easy yes, it’s impossible.
Well, it’s not impossible, but it’s very unlikely that they’re going to say no.
You gave them a very valuable proposition.
And just because of the friendly way that you ask, they’re going to feel bad about saying no.
There’s a very high chance that they’re going to say yes, who would say no to that?
It’s such an open ended thing.
You’re not saying Hey, can I have a meeting with you tomorrow at eight?
You know, it’s a very open ended question, and you’re probably gonna get a yes now, once they give you a yes or a Sure.
Then you say what will work better for you Wednesday or Thursday or whatever day of the week you want to use.
But the point here is you want to give them two choices to pick from.
You don’t want to say, Can I call you on such and such day?
You don’t do that.
You don’t want to say, Does next week work for you?
You don’t want to say that, because guess what?
They don’t want to deal with you.
They don’t like you.
They don’t want to do business with you.
Some of them might, you know, if you did a really good job with your your reason that your value proposition But most of them, even if they really in need what you’re offering.
And even if later on, they would agree that it was a good thing that they did business with you Initially, the psychological situation that they’re in is that they want you off the phone.
So if you give them an opportunity to say no, if you have asked a question that is either a yes or a no, there’s a very good chance that they’re going to say no okay, especially if it’s specific.
You know, up here with the, uh would you like to discuss that some point the future that’s so vague and nebulous and open ended?
That’s hard to say.
No to that.
But when you say, can I call you tomorrow or next week?
The answer is yes or no, and you’re risking and no, and it’s just not a good idea.
It’s much better to give them a choice between two options Wednesday or Thursday.
Now they might not pick one of those two options.
More often than not, they they will.
But at least you’re not giving them an opportunity for a direct no right.
Once you do have them agreeing to a specific day that might work, then the next question Same principle, applies.
Can I call you at seven?
Say to something in the A m work for you?
Or would something in the afternoon?
Or if you want to get specific, that’s fine.
But make sure it’s specific.
With more than one option, I could call you around nine or what?
Something closer to say two or three in the afternoon.
Okay, give options so that they can choose from.
It’s harder for them to say no.
Now this works.
If you do this traditional approach, we’re gonna talk about it more unorthodox one later.
But if you do this in a streamlined, buttoned up very well executed fashion like this, you’re gonna have people committing to appointments.
OK, which is the whole point of the cold call.
You know, you’re not trying to close a sale here.
You’re trying to close a future discussion.
You’re trying to close on a sales call in the future.
Okay, Now there’s another alternative toe, one of these sentences, OK?
And that is the, you know, value proposition combined with the would you like to discuss in the future.
And that is the hypothetical question approach.
You know, you want this to act as a hook.
You want to get this out in the 1st 10 to 15 seconds of having them on the phone, and you want to be something that it’s impossible for them not to be interested in. Okay, so you take your value proposition and you stated as a question a hypothetical question.
So in this case, if I could get you super discounted printing services and save you 30 to 40% on your marketing campaigns.
Is that a discussion you’d be interested in having at some point in the future?
So we’re using the open ended easy, yes, question at the end, but it’s based on an if a hypothetical.
If in which you actually make a big, bold claim, you know something that really hooks them.
You phrase your value proposition In that manner, you can get some success that way as well.
Here’s a few tips that you can apply to those calls.
The 1st 1 is to preface your appointment request with I know you’re busy.
Okay, that’s what That’s a very powerful thing you can do to disarm them, to make people put their guard down.
This acknowledge that they don’t want to be on a cold call right now.
I’ve got things going on.
I don’t commit to things.
I’ve got a 1,000,000 things on my desk here, right?
That’s what’s going on in their mind.
So if you prefaced your request for a meeting for a for a talk, a discussion in the future with Hey, I know you’re busy, I want to get off the phone as quickly as possible.
You know, I want to let you get back to what you’re doing.
Can we discuss this?
At some point in the future, we’ll all you’re doing is adding ammo there.
T yes, You know, to the possibility of a yes, all you’re doing.
Because at that point, the way you’ve phrased it that we have framed it.
Not only is it an open ended question would you like to discuss this in the future?
But it’s also introducing the motive of getting you off of the phone of getting them off of this.
This this cold call with you so they can get back to what they’re doing so suddenly, their escape from being on a cold call an unwelcome cold call is to say yes to the discussion question.
So you gotta pay attention to the psychology here.
So instead of just is that something you’re interested in discussing?
Hey, I know you’re really busy.
This something that you want to discuss That maybe sometime in the future in the coming weeks.
And that really works.
Don’t use the word appointment.
We call it appointment setting.
That’s the actual practice that we’re doing right.
But you don’t actually use the word appointment cause there’s to much negative stigma and connotation.
Subconscious psychological, negative stigma.
With that word, it sounds like more of a commitment that, actually is.
People think of other things, like dental appointments and so on and so forth.
The word appointment throughout the entire history of a human beings life rarely means something good or enjoyable or fun, you know.
So So let’s not use that in the sales conversation when we’re trying to get them to a commit okay, discussion would be, ah, phrase to use.
You can use phrases like I’d like to pencil in, you know, some time on your calendar.
You know, I’d like to, you know, lock in a day next week or you know something along those lines, trying not to use the word appointment about these appointments and then agree.
If they hit you with objections like I don’t have time or were already happy with what we’ve got.
Make sure that your responses phrased in a way in which you agree with them.
You know what you acknowledge what they’re saying so now we’re really busy.
We don’t really have time.
Oh, I totally understand you.
You’re really busy, you know.
Could we do this next week?
You know, how about the end of next week?
Can I get 10 minutes with you then?
You know, we already have a provider Who does X Y Z service for us right now, and we’re happy with them.
Oh, that’s a great man.
Yeah, that’s fantastic.
I’m glad you’re happy with them.
They sound like a great company.
But let me ask you this.
If I could save you 30% on X Y Z service or if I could get you 20% better results in that company, Is that a discussion that would be worth having for about 10 minutes?
You know, I’m not saying that that’s gonna be a winning line, but it’s important that however you respond to objections, you want to try to do it In a way that sounds like you’re agreeing at the beginning of your response.
Don’t get into an argument.
Don’t say yes.
Don’t say Well, that company probably sucks.
I can do better, you know.
Don’t get cocky. agree with everything that they’re saying and then turn it into a re attack.
Now there’s something else we can discuss here before we get to the unorthodox approach, and that is a last ditch attempt.
If you can’t quite get a meeting with someone, okay, whether it be a phone meeting or an in person meeting, there’s a tactically you can utilize in which you’re making a very low commitment, very benign request of being able to drop off some information.
And the way that this is phrased the concept of Hey, can I just drop offs of information similar to Hey, can I just send you an email?
It’s actually effective because the person sees that as their escape from the conversation, Of course, yeah, send me some information.
I’ll have a look when I get some time.
Now, 90% of the time, they may never look at the information right, but in their mind, they see that as an escape as a way to get out of this conversation and out of the commitment of setting an appointment, all without having to be rude or hurt your feelings.
So it’s a win win.
They love it.
But on your end, you’re not really interested in the packet of information.
What you’re interested in is manufacturing a situation where you do get an impromptu meeting with them.
So as soon as they say yes to that question Hey, would it be all right if I drop off a packet of information?
You can just have a look at some time at your leisure.
As soon as they say yes.
You take that.
You grab it and you leverage it, They say, Yeah, sure.
That’d be fine.
You say Okay.
And who can I drop that off with?
Have you got a reception area outside your office?
And they’ll say yes.
And you say Great.
And just on the off chance you happen to be around, pay close attention here.
And just on the off chance you happen to be around when I drop it off.
Would it be all right if I call on you from the reception desk just to see if you’ve got a couple minutes?
If not, no big deal.
But just on the off chance here around, we’ll be OK if I if I put my head in and say hi, You know, in this phrase, just so we can put a face to a name, that kind of thing, that’s that’s very effective as well.
And it’s just all sounds so innocent.
It all sounds so benign and non threatening that they’re going to say yes now they might say Yes, reluctantly, but they don’t really have a choice at that point because they’ve already said yes to you coming by to drop off the packet of information, right?
So it might be a reluctant Yes, it might be a conditional Yes.
Well, yeah, maybe, but I’m probably not gonna be available, and that’s fine.
Just take that.
Take that for what it’s worth, you know?
And then you close off with okay?
And what time of day would you most likely be around if I wanted to just say high when I dropped that off?
I know there’s no guarantees you might not be available, but just out of curiosity, what time of day would you be most likely to be around?
And I’m not going to say it’s a heck with you and hang up at this point at this point, you’ve got them into a pattern of Yes.
Is there gonna probably now they might lie, but they’re gonna give you a time of day that they’re more likely to be around.
And you take that in your run with it, you drop off your packet of information.
You say hi to the receptionist, and you say, by the way, is here around you poke your head around a little bit.
You know, Bob said it was all right.
If I say hi to him when I drop this off, is he around?
You know that kind of thing.
You leverage that, and it is a great last ditch way to get an appointment, even if they’re not willing to pencil one in on their calendar.
Okay, now next.
Let’s talk about the unorthodox approach that I mentioned earlier.
Now this one, it’s it’s iffy.
It’s pretty ballsy, Um, and there’s not a whole lot of data out there worldwide on how well it works.
It was actually created by a guy, or at least it’s It’s It’s championed, um, and spread by a guy in the UK named Abenjamin to Henny, and he tells everybody about this method, and, uh, it makes sense why this would work Because of how a novel and unprecedented it is.
So instead of saying the traditional lines, you just come right out front, total transparency and acknowledge that you’re doing something that they don’t want you to do.
Write something that’s slightly annoying with a little bit of humor, you know?
Ah, nudge kind of thing.
I want to be up front with you as soon as you get on the phone with him.
Hey, Bob, I want to be up front with you.
This is actually a sales call.
Do you want to hang up on me now?
We’re gonna have 30 seconds to make a quick pitch, and then we can hang up if you’re not interested.
Most people have never heard that line before, and they will sometimes even tell you.
Wow, I’ve never heard that one before.
You know, um, you’ll get people chuckling and, you know, sort of giving you a pat on the back for saying something that actually got them Teoh to stay on the phone for, you know, 30 seconds longer than they otherwise would have for other cold callers.
Okay, now there’s no guarantee this will work in your market.
Um, yeah, it’s always good to split test these different approaches.
But this one’s this one’s pretty neat, just because the novelty it’s a pattern interrupt.
It’s not what they’re used to hearing from a cold caller, and many times just because of the novelty.
Or maybe sometimes because they feel a little bit sorry for you, they’ll say, Sure, you can have 30 seconds.
You know, sometimes they’ll say something like, Well, I’ll give you 15 or something like that, Um, but that’s that’s your chance to make your pitch and hopefully your pitch.
You know, your value proposition, all that good stuff.
Issa’s well rehearsed and you make it within about 30 seconds.
And the key is when you get to the end and hopefully you had a good hook and you’ve you’ve what you’ve said has made them want to stay on the phone longer.
But the key is, once you get to 30 seconds, you acknowledge that your time’s up okay and you ask for more.
You say, Hey, you know, even if they’re talking, if they’re answering a question like if your hook or your opening includes a question and they’re answering it.
You don’t interrupt in a rude way, but at the first available moment, step in and say, You know, I just want to be honest, I want to keep myself honest here.
You know, I asked for 30 seconds, and the time is up.
Can I have another minute?
You know, we did just hit the 32nd mark.
I appreciate you giving me that much time.
Can I have a Could have another minute and, uh, you just go from there.
Okay, so this is it’s an interesting new development in the world of sales, and, uh, it’s, I would say, use it with caution, But don’t be afraid to split test new concepts like this when you’re doing cold calls.
Now, all of this stuff we talked about, it’s probably scary to a lot of people.
Some of you might find it exciting and your you know, uh, excited to get out there and give it a try, But the question comes down to Do you want to do it yourself?
Is this something that you actually want to do on the phone yourself, or would you rather have a sales team or someone else do it for you?
We’re gonna talk about that option in the next module