December 11, 2023
Cold calling is a traditional method for marketing, but it remains a powerful tool for generating leads and expanding your customer base. The key to success in this technique lies in a well-crafted cold calling script. A compelling script can help an agent navigate the conversation, build rapport, and ultimately close deals.
At Squadstack we offer ready-to-use calling scripts to our agents and clients. These scripts ensure that our agents follow the protocols, inform the leads about the products and services, all while maintaining the brand image of our clients.
In the context of cold calling, a script can be defined as set of questions and phrases that a sales representative uses as a guide during their conversation with a potential prospect. These scripts are carefully crafted to convey essential information, get a desired response, maintain a structured conversation and provide a framework for an engaging interaction.
Generally, the application of a sales script for cold calling can be observed in telecalling operations, when companies try to reach out to their customers and initiate the conversation.
Now that we know what a script is, the next obvious question is, why is it so important? Many argue that a script restricts an agent’s ability to resolve customer queries or sell products. This is mainly because cold calling scripts can only cover a limited number of interactions or situations, and after a point, the agents will have to handle the conversation themselves. So, to understand the importance of sales script for cold calling, let's take a look at some of their advantages -
A well-designed cold calling script ensures that telecallers consistently communicate the business’s brand value proposition and key messages to prospects. This consistency helps build trust and familiarity with the brand. Consistency in service also enhances the overall customer satisfaction and helps develop trust in the brand.
Cold calling scripts help agents convey their message clearly and concisely. It ensures that they cover the necessary points and prevent unnecessary tangents. Also, knowing what to say and how to say it boosts an agent’s confidence during a cold call. Confidence is key to engaging potential customers effectively.
Generally, a sales script for cold calling has product details, guides and FAQs to help agents resolve customer queries. This way, agents have in-depth information on the product or service. So, if the customer has some problem, and if the situation is small or non-technical, the agent can resolve it using the script.
There are many companies in the BFSI and IT sector that have to follow strict compliance and regulatory laws. The same code will be applicable to the BPO they have outsourced their operations to. A cold calling script ensures that the telecaller follows all such rules and regulations.
A cold calling script is a very comprehensive text, that covers various scenarios and conversations depending upon the type of industry, type of product and type of customer an agent is dealing with. In order to make the script more accessible and simple, it is split into several components. Let's take a look at how to write a cold calling script -
To understand how sales scripts for cold calling look in practice, let's take a few real-world examples of scripts from IT, BFSI and Marketing sectors. These scripts are written in a systematic manner to help businesses establish communication with leads and convert them into paying customers.
B2B sales are high volume and large transaction sales where a business sells products to other businesses. Thus, B2B Cold calling scripts become quite important as they are used to acquire large clients and increase sales. These transactions generally involve high-ranking managers of the firms involved, thus call centers should make the B2B cold calling script in a systematic manner with proper research. The sales script should also be reviewed thoroughly before deploying it in the field. Let’s look at some of the cold call script examples in B2B space -
Introduction: Hi [prospect's name], this is [your name] from [client’s company name]. I'm calling to inform you about our new software that increases the productivity of developers. Is this something you are interested in?
Value proposition: Our software is designed to help businesses like yours to [list of benefits]. For example, we recently helped one of our customers to increase their operating margins by 18%.
Call to action: I'd love to schedule a demo to show you how our software can help you to [achieve a specific goal].
Introduction: "Hi [prospect's name], this is [your name] from [your company name]. We're a marketing agency that helps businesses like yours to grow their brands and generate leads. Are you by chance looking to outsource your marketing activities?
Value proposition: We have a proven track record of helping businesses to achieve their marketing goals. For example, we recently helped one of our clients to increase their website traffic by 47%.
Call to action: I'd love to schedule a free consultation to discuss your marketing needs and see how we can help you to [achieve a specific goal].
Introduction: Hi [Prospect’s name], I am [Your Name] speaking from [your company name]. I am calling to inform you about a newly developed office space located in BKC, Mumbai. Are you by any chance looking for office space in this locality?
Value Proposition: We have developed this new project with state of the art architecture and technology. The space is situated in the heart of the business complex with good connectivity to the highway, station and metro.
Call to action - I’d love to arrange a guided tour of the property to see if it fits your requirement.
B2C sales is much different from B2B Cold Calling, because here the target consumer is not a large business, rather an individual customer. The scripts for B2C cold calling are more focused towards selling a single product to an individual in smaller quantities. Here, the scripts are designed to attract and educate the general consumer about the products and convert them into paying customers. Here are some cold call script examples for B2C sector.
Introduction: "Hi [prospect's name], this is [your name] from [your company name]. I'm calling to inform you about our mutual fund product in the infrastructure sector. Is this something you would be interested in today?
Value proposition: This product is managed by our top wealth managers. The fund is perfect if you are looking to invest in a long term financial product. Our CAGR for the past 5 years is 22%.
Call To Action: I would love to send you the details of the funds and the scheme holdings in your mail to help you invest in this scheme.
Introduction: Hi [Prospect’s name], I am [Your Name] speaking from [your company name]. I got your details from the recent purchase you made of our [Product Name] from your nearby supermarket. I am calling to inform you about our new product, which is an enhanced version of the older product.
Value Proposition: Our new product is 20% more effective than it’s predecessor and is priced competitively to the competition. We also offer 10% more quantity than the original as an early bird discount.
Call To Action: I would love to share a sample of our product for you to try it. You can visit the nearby supermarket and ask for a [Product Name] sample from the staff.
Introduction: Hi [Prospect’s name], I am [Your Name] speaking from [your company name]. I got your details from our website, do you require assistance from one of our dermatologists?
Value Proposition: Our health care establishment offers quality service with 24 hrs availability of doctors in case of emergencies. You can book and reschedule your appointments by simply calling us on our customer care number.
Call To Action: I would love to book your appointment for [Date] at [Time] in the evening. If you have any queries regarding the appointment you can call back on this number and we will assist you with the same.
Cold calling script is a predefined set of words, phrases, and questions that a sales representative uses as a guide during their conversation with a potential prospect.
Cold calling scripts are important as they boost the confidence and clarity of telecallers, while they also contain information on the products and services of the client.
The main components of a cold calling script are introduction, value proposition and call-to-action.
All the sectors that practice cold calling can use scripts to increase the quality of their cold calling operations while also making communication consistent across the team.
The closing of a call should be done by a call-to-action, wherein you close the call by either directing the customer to the payment page, booking a demo or sending the relevant details to them. This makes the prospects aware of your product and increases the chance of closing the final sale.