Mastering Cold calls

Session 3 ACTIVATE Your Plan



You have laid a solid foundation for your cold calls by having a
winning mindset, knowing your target market, and practicing your
presentation. Now it is time to dive in. Take a deep breath,
visualize, and go for it. In cold calling, action means results.
To activate your plan:


Your job is to quickly break the ice and warm up your prospect
to your product/service. Then you can get into the real purpose
of your call. To effectively break through initial barriers:
Prepare and deliver a 30-second script.
Make a dynamic first impression.
Ask questions.
Listen aggressively.
Discover their unique needs

Prepare and Deliver a 30-second Script

A 30-second script may feel confining at first, and a bit canned, but
as you practice, it will soon sound and feel natural. Over time and
with each call you will customize and refine the core script. When
this happens, it frees you up to focus on the prospect.
While developing your script, keep in mind your company’s purpose
and reason for being in business. Your script should move quickly
through the first three steps in the cold call: get the person’s
attention, identify your product/service, and give a reason for
calling. The last two steps may go quickly or take more time; it
really depends on your skill and the special needs and concerns of
the prospect.
The 30-Second Script in the Cold Calling Script Planner Tool
can be used by participants to make their script. (Page 31 of the
Trainer Guide)

The Core Script
One of the most important aspects to cold calling is that it is a mini-sales
presentation. You need to accomplish almost the same goals in the cold call as
you do in a regular sales presentation, only in a limited amount of time. That is
why your core script is vital to your success.
Here is the structure for your core script:
1. Get the prospect’s attention.
Use the person’s name (if you know it).
2. Build Rapport.
Give your name and business name.
Draw in the prospect. (Ask how they are doing.)
3. State your reason for calling.
4. Qualify the prospect.
Solicit information—ask probing, open-ended questions.
Listen carefully.
Overcome objections.
5. Get the appointment!
Ask the participants to write a sample 30-second script.

Make a Dynamic First Impression
In less time than it takes for you to read this paragraph, you must
make that powerful, positive first impression. You need to break
the prospect’s preoccupation with what he or she was doing when
you called and get attention immediately. The best way to do that
is to use his or her name.
The next step is to introduce
yourself and then ask a
question. When you ask a
question in your first
statement, you are drawing the
prospect toward you by
encouraging him to talk about
Avoid gimmicky phrases or outlandish statements. Use the
person’s name, sound and act friendly, and be reasonable

First Impressions
How can you make a positive first impression most effectively? Project
confidence, communicate succinctly, and smile.
Studies show that most people first notice if someone is smiling. If you are on
the phone, sound like you are smiling. The only way to do that is to—you
guessed it—SMILE!
Encourage the Prospect to Talk About Himself
Here is an example of how you can encourage a prospect to talk about himself:
With confidence and a professional attitude, say:
“Hello, Mr. Gama, this is Sachin of “Premium Raincoats”. How are you today?”
(Really LISTEN to the answer.) Answer appropriately. Hopefully, you can say, ”
Here’s what you have accomplished in this quick greeting:
􀂃 Stated the person’s name (got attention)
􀂃 Introduced yourself and your company (drawn the customer toward you)
In total you have made a good first impression.

Ask Questions
When you ask questions,
your goal is two-fold—to keep
building rapport and to
qualify the prospect. If you
have made a good first
impression, the prospect will
be more willing to answer
your questions and give you
more of his or her attention.
But you need to ask the right
You have a clear vision of what you want to accomplish—making a
sale in the shortest amount of time. Your questions should be
probing, open-ended questions that solicit the most information.
Your prospect’s attention will only last so long; so don’t waste
your questions. And here is one important rule: do not ask
questions that may get a negative response.

Ask the Right Question
Here is an example. If you say:
“Manish, are you interested in selling raincoats that are specifically for Mumbai
rains?” he may answer “no.” Now you have a problem.
Instead, use two good questions. The first one is a qualifying question:
“Manish, how do you handle the raincoat customizing needs at your company?”
Now you can follow up with a closing question:
“Great. I’m sure you, like other raincoat companies would like to hear about the
latest customizing techniques. We should get together. How about next
Wednesday at 2:00?”

Listen Aggressively
What is the use of asking questions if you do not listen to the
answers? Listening involves hearing the subtle clues as well as the
words. Good cold calling relies on hearing what the customer is
saying and determining how your product or service can provide a
When your prospect answers your questions, he or she will be
giving you valuable clues, so pay attention.

Hearing What The Customer is Saying
Aggressive listening means that you are matching what the customer is saying to
your product/service features. This is the time you should be very focused on the
key words and ideas the customer is relating. If the customer says, “I think the
cost is a little too high.” You may think and respond this way:
“He is saying a little too high so I guess it is not too much more than he
expects. I can come down a little and he will probably buy.”
You respond by saying:
“I can come down a little in price. Shall I go ahead and write up the order for
one thousand?”
Or you can respond another way with another strategy.
“I agree, our price is a little higher, but the quality is a lot higher, so you are
getting much more for your money and long-term satisfaction.”

Discover Their Unique Needs
Almost all customers will indicate
their unique needs if you listen
carefully. The sales professional who
is alert to the body language and
the words that are expressed will
know very quickly what the unique
needs are. This is the time you can
come up with some unique
Think out of the box and create some special reasons why the
prospect should purchase your product. When you discover a
need that sets the customer apart from the others, you have
actually found one of the easier ways to speak to this customer.
Customize your product/service, which in turn makes you stand
out from the crowd.


Remember, you are a sales consultant. With that mindset,
you and your customer will be solving the expressed
concerns together. His or her concerns will be prompts for
you to creatively highlight the features of your
product/service that benefit the customer most. This is the
most challenging and creative portion of the cold call.
Success here will mean you are ready to complete the sales
cycle. Be sure to:
Be professional in responses.
Respond to every concern.

Be Professional in Responses
Sometimes you may hear some concerns voiced by your prospects
that will sound a little far-fetched or unusual. Remember they are
real concerns and your response should be to gracefully
acknowledge their problems. Sarcasm, a startled look, or even the
slightest grin or hesitancy in your voice will make the customer
feel uncomfortable and it will close off the call.
Watch your voice and body
language and always ask questions
to clarify the concerns You want to
be the hero and to make sure you
are getting to the core of the
customer’s problem. Expressed
concerns are gifts.
Think of every concern as if you are hearing the customer say: “I
have this problem and I am telling you this hoping you will help
me solve it.”

Visualize Yourself a Hero.
Here is a scenario that demonstrates the hero mindset:
Customer: “I have always ordered my raincoats through ____ dealer because
they deliver on time. I need my orders quickly because the season is short.”
Concern: Delivery needs to be quick and on time.
Your response: “I can tell you are very concerned about quick delivery. I know
our industry can be very busy at peak seasons and it is short lived. Our ordering
and delivery department understands this can be a problem, so we schedule
extra staff during peak months to ensure quick delivery.”
Notice how this skilled sales professional used a unifying phrase like our industry.
Also notice how the words understand and ensure relay a sense of caring. The
salesperson also repeated the same terms the customer used, quick and season.
If you know the key concerns, you will know the best words to use to build
rapport. In cold calling, building rapport quickly and subtly will mean success.

Respond to Every Concern
Never overlook an expressed concern
or objection. If you don’t know the
answer to a problem, or if your
product/service cannot solve it, say so.
It is better to be upfront and honest
than to make up solutions that may
backfire in the long run.
You can offer to find out more information and get back to them (a
perfect way to get that important appointment.) If you know your
product can’t solve this particular problem, give them the name of
a business that has the product they need. This shows that you
have the customer’s best interest in mind. Make sure you close by
saying that if they ever need anything else, please keep you in
mind. Leave your name and number, or follow up with a letter with
your business card included.
Take the participant through this Tool: How to Handle Common
Objections when they are making cold calls.

Objection or
Your objective Your Response
1. Send me more
You want to avoid
the cost of sending
material and you
realize that the
person is just trying
to kindly put you
“Look, can’t we just get together. How
is next week at 1:00?”
“I have already sent materials. I am
just following up on the literature we
“Why don’t I stop by at 3:00 and drop
it off.”
2. We cannot
afford your
You want to get an
appointment to
demonstrate your
because they may
be able to afford it
in the future.
“I understand you may have budget
constraints. I would still like to
introduce you to our product in case
you will be purchasing it in the future.”
3. Your price is too
You want to
convince them that
your product/
service has unique
benefits and
features worth the
extra cost.
“I understand that price is always a
major concern. From our experience
we have found that other customers
have received and appropriate return
on their investment with our company.”
4. We have been
dissatisfied with
your product in
the past.
You want to turn
them around to a
satisfied customer.
“I am glad I called. Tell me about your

Respond to Concern or Objection
There are two positive characteristics of objections to remember.
1) There are only a limited number of objections you will hear for a given
2) Objections and concerns are requests for additional information.
Here is a list of common objections:
􀂃 Send me more information.
􀂃 We cannot afford your product/service.
􀂃 Your price is too high.
􀂃 We have been dissatisfied with your product in the past.
􀂃 I do not have the authority to make the buying decision.
􀂃 We already have a supplier for your product/service.
􀂃 We handle what you are offering internally.
􀂃 I don’t have time for this.
Expect these and be prepared.