Cold calling continues to be a powerful way to connect with prospects. Most buyers (69%) are open to cold calls, and 82% agree to meetings initiated from cold calls.

Want to make your cold calls more effective? Try using sales scripts. These pre-written guides outline what to say and how to say it, helping reduce nervousness so you can make a great first impression. They also ensure you don’t miss any important details on the call.

Michael Halper, the founder and CEO of SalesScripter, understands that some salespeople don’t like using sales scripts. They feel too rigid and don’t leave much room for creativity. But he points out that going into a cold call without a sales script can make you look unprepared.

Whether you want to write a sales script from scratch or refine one you already have, Halper has a few helpful pointers. We share his ideas in this issue of PromoPro Daily.

  • Clarify your solution. Instead of bouncing from one promo idea to another, commit to the solution that best fits your prospect’s needs. You’re the promo expert, so exude confidence and show that you understand the prospect’s challenges and situation.
  • Know who you’re selling to. A one-size-fits-all sales script won’t be as effective as a personalized script. Halper recommends tailoring your questions and points to suit different buyer personas. Sales is personal, so gather as much personal insight as possible when writing your script.
  • Develop your benefits. According to Halper, you should also explain the benefits the prospect may get by leveraging your solution. He says your script shouldn’t cover all the bells and whistles of your solution but highlight the bigger-picture results that are possible.
  • Link your benefits to pain points. Clearly list the prospect’s concerns and link them to the benefits you’ve identified. Halper recommends having them ready and incorporating them into your sales script.
  • Ask questions about those pain points. When you want to set yourself apart, ask the right questions. Halper says they should be thoughtful, probing and insightful.
  • Don’t talk too much. When done well, a sales script leaves plenty of time for prospects to share comments and ask questions. If you’re doing more talking than listening, make some adjustments to your script. For example, you might work in more questions like, “Is there anything I’ve overlooked?” and “How will this solution make your life easier?”
  • Always have a close in mind. It might be asking for five more minutes, or it might be asking for the prospect’s business. Make sure you end your sales script with a call to action.

Whether you’re new to the promo industry or an experienced pro, using sales scripts can boost your effectiveness and help you close deals more confidently. You’ll be better prepared for objections, and you can establish your own distinctive selling style.

Compiled by Audrey Sellers
Source: Michael Halper is the founder and CEO of SalesScripter, a sales prospecting platform and training company.