What are the key elements of a cold calling script for each stage?
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At the awareness stage, your prospect is not yet familiar with your company, product, or service. Your goal is to grab their attention, introduce yourself, and build rapport. To do this, you need a catchy opening that hooks your prospect and makes them curious about what you have to offer. Additionally, you should provide a brief introduction of yourself and your company, including your name, role, and value proposition. You should also have a personalized reason for calling based on your research, referral, or trigger event. Lastly, include a permission question that asks your prospect if they have a few minutes to talk or if they prefer to schedule a call later.
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While you might feel compelled to try and say as much information as possible, hoping something “sticks”, less is more. Focus on creating curiosity.
The interest stage is when your prospect is aware of your offer and wants to learn more. Your goal is to qualify them, uncover their pain points, and demonstrate your solution. When cold calling during this stage, it's important to recap the previous conversation, if any, and confirm their availability and interest. Ask a series of open-ended questions that explore their situation, challenges, goals, and priorities. Explain how your product or service can help them solve their problems and achieve desired outcomes. Then present a value proposition that highlights the benefits and features of your offer, supported by social proof, testimonials, or case studies.
The evaluation stage of cold calling is when your prospect is comparing your offer with other alternatives and looking for more information. Your goal during this stage is to address their objections, differentiate your value, and create urgency. To do this, your cold calling script should include a summary of the main points and benefits of your offer, as well as a reminder of the value you can provide. Additionally, you should use trial closes to test your prospect's readiness and willingness to buy, while also identifying any gaps or concerns they may have. When addressing objections, use the feel-felt-found method or the LAER model. Finally, finish with a call to action that invites your prospect to take the next step, such as booking a demo, requesting a quote, or signing a contract.
At the decision stage, your prospect is ready to buy and needs a final push or reassurance. The goal is to close the deal, overcome any last-minute hurdles, and celebrate the win. A cold calling script for this stage should include a congratulatory statement that acknowledges your prospect's decision and expresses your appreciation and excitement. Additionally, review the terms and conditions of the sale, verifying the information and documents required to finalize the purchase. Lastly, confirm the next steps and follow-up actions to complete the purchase.
The retention stage is when your prospect becomes your customer and needs to be nurtured and retained. Your goal is to build loyalty, satisfaction, and referrals. To achieve this, you should thank them for their business and trust, ask for their opinion and suggestions on your product or service, encourage them to share their positive experience with others who may benefit from your offer, and provide them with additional resources, tips, or discounts that can enhance their results or solve their new challenges. Doing so will show your appreciation and help you build loyalty, satisfaction, and referrals.
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