If there is one phrase that strikes fear and loathing in the hearts of many entrepreneurs, it’s this one: cold calling.

Many people avoid cold calling if at all possible, stacking their to do lists with anything else in order to avoid picking up the phone.

But the reality is, at some point or another, you have to pick up a phone, call someone you don’t know, and ask for something. You might as well have the skills and strategies to succeed at it.

Last week, I shared why lead generation should be a top priority if you want to earn more money. I mentioned that generating new, warm leads is an easier strategy than cold calling. But let me be clear… That doesn’t mean cold calling is without merit.

In my 4+ decades as a sales professional and franchise owner, I utilized cold calling as an effective strategy to identify new prospects and gain new customers. There are numerous benefits to picking up the phone – or even walking in the door – cold.

Reasons you need to start cold calling:

• Make more sales! (This is the #1 purpose of cold calls, but not the only advantage.)
• Establish new relationships and referrals.
• Grow your reputation within your industry.
• Find out prospects’ needs and problems.
• Figure out who’s a gatekeeper or decision maker.
• Stir up interest (move prospects from cold to warm lead)
• Add to your marketing funnel or sales pipeline.
• Set up sales meetings.

So today, I want to share with you the cold calling script I’ve used effectively over the years, so you can face your next phone call or drop in with confidence that you can successfully make the sale.

My Cold Call Script

1. Greet Them

No one wants a cold call to be cold. Start out by warmly greeting the person you’re talking to.

“Good morning! This is Celeste from Celeste Giordano Coaching calling. Am I speaking with John?”

2. Grab Their Attention

While my Southern friendliness means I could chat all day with just about anyone, I know I have no time to waste when I’m making a cold call. I must grab their attention and keep it if I want to get to the next step in the script.

The best way to grab a prospect’s attention is by touting your biggest, best benefit right up front. So I might say…

“I provide mentorship and consulting to business owners like you that results in double plus revenue over the previous year.”

3. Ask a Question

We’ve talked before about the importance of asking good questions in sales conversations. Cold calls are certainly no exception. Strong questions to lead with include asking about the prospect’s current problems, asking who is the right person to talk to about your product or service on their team, or asking about their company in general. My favorite question is…

“What do you think is your biggest stumbling block to earning the revenue you’d like in your business?”

Based on their response, be ready to share how your product or service eliminates their stumbling block.

4. Request a Meeting 

A cold call is like a first date. The prospect might not be ready to accept a marriage proposal yet. So before you ask for the sale, ask to schedule a time to meet, preferably in person. Be specific about your request so they know what to expect.

“If I were to come by tomorrow afternoon at 2 PM, would you have 10 minutes you could spare? Or is there a better time for you?”

4. Ask for the Sale

Now that you have a follow up on the books, go ahead and ask an open-ended question to make the sale.

“What more would you like to know in order to join my Gold Council coaching program and mastermind group?”

Be ready to address their objections one-by-one with specific, practiced responses.

Now let’s put it all together. Here’s the full script:

“Good morning! This is (your name) from (your company) calling. Am I speaking with (prospect’s name)?

I provide (what) to (whom) that leads to (big benefit).

What do you think is your biggest stumbling block to (problem they want to solve)?

If I were to come by (day and time), would you have 10 minutes you could spare? Or is there a better time for you? 

What more would you like to know in order to (buy the product or service)?”

Today, I challenge you to make 10 cold calls. Let me know how they go in the comments – and what questions come up while you’re making calls.

At Celeste Giordano Coaching, I work one-on-one with entrepreneurs, business owners, and corporate leaders to develop the daily habits, strategies, and mindsets that will generate the results they seek.

Contact me today to explore what practical action steps you can take to “double plus” your income before 2022 comes to a close.

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus™” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with more than 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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