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How can you create a prospecting call script that resonates with decision makers?

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Prospecting calls are one of the most effective ways to generate leads and sales opportunities. But how do you craft a call script that captures the attention and interest of your target decision makers? In this article, we will share some tips and best practices on how to create a prospecting call script that resonates with your prospects and motivates them to take action.

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1 Know your audience

Before you write your call script, you need to research your audience and understand their pain points, challenges, goals, and preferences. This will help you tailor your message and value proposition to their specific needs and situation. You can use tools like LinkedIn, Google, or your CRM to gather relevant information about your prospects, such as their industry, company size, role, and recent news.

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Jorge Oliva

Experto en Transformación Digital & Inteligencia Artificial Aplicada a Negocios | Consultor de Ventas Outbound B2B & Marketing de Cuentas (ABM) | Cursos de IA para líderes y equipos comerciales | Speaker.
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El llamado de prospección B2B será más eficaz, al tener definidos uno, dos o hasta tres Buyer Persona por cada empresa. Significa tener identificadas las características de cada perfil tomador de decisiones posible al interior de nuestro target empresa. Buyer Persona es una completa caracterización de cargos y personas como: gerentes de Ti; Edad promedio de 30 a 45 a?os; Principal influyente en decisiones que impliquen innovación tecnológica; Interés por conceptos técnicos como: Migración; Escalamiento; integraciones API; Desarrollos; Webhosting; Ciberseguridad etc. El reconocimiento de los posibles Buyer Persona, nos ayudará a ser más asertivos, adaptando nuestro lenguaje para estar en sincronía con sus intereses.

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Katya Amán Gavidia ????????

Apoyamos a empresas a posicionarse y captar leads por LinkedIn | Impulsando la empleabilidad de carreras | Especialista en Growth Marketing y Ventas para Negocios Digitales en educación
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Nos podemos apalancar de la inteligencia artificial para conocer el perfil psicológico de nuestro interlocutor antes de nuestra llamada o reunión de venta. ?Te has preguntado alguna vez qué hay más allá de las palabras en el perfil de alguien? ?Qué motiva a una persona, cuáles son sus puntos fuertes y dónde podrían surgir desafíos en la comunicación? La herramienta que utilizo es Crystal Knows y te brinda: Personalidad Rasgos Comportamiento Motivadores Desmotivadores Puntos Ciegos Fortalezas Debilidades Esta perspicacia te permite adaptar tu mensaje a sus necesidades y crear una conexión auténtica. En el mundo de las ventas, entender a tu audiencia va más allá de la información superficial. ?Haz de la IA tu aliada!"

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Anderson Fernandes

Gerente Comercial | Estratégias de Prospec??o e Inteligência de Mercado | @Gii - Gest?o Inteligente de Investimentos
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Crie um roteiro envolvente para chamadas de prospec??o personalizando-o para os tomadores de decis?o e realizando uma pesquisa extensiva. Forne?a uma introdu??o sucinta e interessante com perguntas abertas, expresse claramente sua proposta de valor e responda de forma proativa a quaisquer obje??es. Utilizar essa estratégia aumenta a probabilidade de estabelecer uma conex?o sólida com clientes em potencial durante chamadas telef?nicas.

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Thomas Ginesty

Account Manager | Growth | BizDev @Colombus Consulting
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Selon moi, un pitch ca se test. Auprès de sa cible il faut avoir tester plusieurs versions. Affiner au fur et a mesure que l'on se rapproche réellement des sujets d'intérêts pour les prospects. Il faut apprendre à bien écouter les réactions quand on test son pitch.

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Balaji Chakravarthi

B2B Sales Process Consulting | Consultative Selling - Inside Sales - Sales Mgt - Negotiation Techniques - KAM - Demand Generation Training | B-School Marketing Faculty |
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The best prospecting script in the world is not going to work if it does not connect with the audience. No two audience will be the same. Each of them will have different priorities that will keep them awake. So, you will have to define the buyer persona that will buy your solution. You will have to identify the problems they face at work or in the life. You will have to list all of those and see which one of those will be the problems that your solution can solve. A combination of those should be your value proposition. That should go in as a conversational pitch when you would begin conversing with your prospect. Now the prospect begins to hear exactly what they want to hear. You will be able to connect with them and they will resonate

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2 Craft a compelling opening

The opening of your call is crucial to make a good first impression and avoid getting rejected or ignored. You need to introduce yourself, state the purpose of your call, and hook your prospect with a compelling reason to listen. You can use a common connection, a referral, a trigger event, or a relevant insight to spark their curiosity and show that you have done your homework. Avoid generic or vague statements that sound like a sales pitch or a cold call.

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3 Ask open-ended questions

Once you have captured your prospect's attention, you need to engage them in a conversation and uncover their needs and challenges. You can do this by asking open-ended questions that encourage them to share their thoughts and feelings. Open-ended questions start with words like what, why, how, or tell me, and they allow you to gather more information, build rapport, and identify pain points. Avoid yes or no questions that can lead to short or closed answers.

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4 Provide value and differentiation

After you have asked your questions and listened to your prospect's responses, you need to provide value and differentiation. You need to show how your product or service can solve their problems, address their goals, and improve their situation. You also need to highlight what makes you different from your competitors and why your prospect should choose you over them. You can use stories, case studies, testimonials, or data to back up your claims and demonstrate your value.

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Jorge Oliva

Experto en Transformación Digital & Inteligencia Artificial Aplicada a Negocios | Consultor de Ventas Outbound B2B & Marketing de Cuentas (ABM) | Cursos de IA para líderes y equipos comerciales | Speaker.
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La primera llamada de prospección no debe ser usada para intentar vender. Sería un error mostrar un interés inmediato o tratar de precipitarse a cerrar un negocio. La llamada de prospección tiene como objetivo principal lograr empatizar, indagar posibles “dolores” y lograr agendar una segunda cita en la que se pueda completar un necesario diagnóstico de los problemas y necesidades del prospecto, para recién ahí ofrecer una solución que aporte valor y que esté en plena sincronía con esos dolores.

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5 Handle objections and close

The final part of your call script is to handle any objections and close the call. You need to anticipate and prepare for the common objections that your prospects might have, such as price, timing, authority, or competition. You need to acknowledge their concerns, empathize with them, and provide a counterargument or a solution. You also need to close the call with a clear and specific call to action, such as booking a meeting, sending a proposal, or scheduling a demo.

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6 Test and optimize

The last tip for creating a prospecting call script that resonates with decision makers is to test and optimize it. You need to measure the effectiveness of your call script by tracking metrics such as call duration, conversion rate, appointment rate, and feedback. You also need to experiment with different variations of your script, such as changing the opening, the questions, the value proposition, or the call to action. You need to analyze the results and make adjustments accordingly to improve your performance and results.

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Ravi B.

Helping businesses cut costs, avoid delays, and work smarter with nationwide drone services—because the future of your project starts with the right data. | Account Executive at FlyGuys
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??Here’s my take: You DON’T start with a rigid call script when reaching out to decision makers. The reason? Scripts depend too much on the prospect responding exactly as you anticipate, which rarely happens in real conversations. Instead, crafting a call framework is the way to go. It's about setting up a flexible structure that guides the conversation but doesn't confine it. This approach allows you to adapt on the fly, tailoring your message as the discussion unfolds. It feels more like a natural exchange of ideas than a one-sided sales pitch, making it easier to connect on a personal level and truly resonate with the decision maker's needs and concerns.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kashish Keswani ツ

“In God we trust; all others must bring data." | #Netlink #Lumenore | #EndTheStigma | #makekindnessnormal | #MentalHealthMatters | #DigitalTransformation | | #DemocratizingData ????
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Always focus on diving straight into understanding their challenges deeply.?? Begin the conversation by acknowledging a pain point you know they're grappling with. ?? Skip the generic introductions and emphasize how your product or service can directly resolve these challenges. ?? Paint a vivid picture of the benefits they'd gain, assuring them that your goal is value-driven, not just a sale. ?? Decision-makers value their time, so keep your script concise and focus on addressing their pain points, you not only capture their attention but also showcase a genuine commitment to their success.???? In this approach, the script becomes a tailored solution to their specific concerns! ???? #SellSmart #Addresspainpoints #SalesProspecting #kk ??

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Jorge Oliva

Experto en Transformación Digital & Inteligencia Artificial Aplicada a Negocios | Consultor de Ventas Outbound B2B & Marketing de Cuentas (ABM) | Cursos de IA para líderes y equipos comerciales | Speaker.
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La indagación previa B2B: La prospección B2B tiene que valerse, antes que todo, de una inversión de tiempo dedicado a estudiar en profundidad, cada empresa que nos propongamos contactar y que esté dentro del target objetivo: Algunos antecedentes importan te son: Su ubicación geográfica; Su grado de desarrollo y madurez; Cuál ha sido su trayectoria en la categoría, qué lugar ocupa. Quiénes son sus clientes target; cuáles son su principales competidores. Cuál es su producto o servicio estrella. Todo lo que logremos levantar en forma previa, nos dará una mayor seguridad y argumentos a la hora de ir por los tomadores de decisiones, definidos como buyer personas y que es también otra indagación previa necesaria que desarrollo en otro punto.

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Pronoy Roy

Sr. Associate - Enterprise Pre-Sales at upGrad Enterprise driving business growth.
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it's important to create a pitch which is focuses on their challenges and pain points along with giving them a clear differentiations and value addition from your product.

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How can you create a prospecting call script that resonates with decision makers?

1

2

3

4

5

6

7

1 Know your audience

2 Craft a compelling opening

3 Ask open-ended questions

4 Provide value and differentiation

5 Handle objections and close

6 Test and optimize

7 Here’s what else to consider

Sales Prospecting

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How can you create a prospecting call script that resonates with decision makers?

1

2

3

4

5

6

7

1 Know your audience

2 Craft a compelling opening

3 Ask open-ended questions

4 Provide value and differentiation

5 Handle objections and close

6 Test and optimize

7 Here’s what else to consider

Sales Prospecting

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