Calling Prospects: Scripted or Unscripted?

I once (stupidly) followed the preachings of a sales guru who said you should start a prospecting call by saying “If there was a way for you to {insert benefit/outcome here}, you would probably like to know more, wouldn’t you?”

The first time I tried this approach, the person on the other end tersely replied “What are you selling?”

In addition to feeling ridiculous and inauthentic, not surprisingly, I didn’t do a deal – or get an appointment – with that prospect.

We can always tell when someone is slavishly reading from a script.

And it’s never good.

Why??

Because we’re all different; so reading a generic script to a stranger doesn’t allow you to find out who and what they are, and what they need.

Standardising your conversation may sound fine theoretically, but it takes away the human element and demonstrates that you haven’t bothered doing at least some research on who you’re calling and what their needs/interests/desires/fears may be.??

On top of that, corporate whales are different from many other prospects — they expect precision, professionalism, and a genuine connection.?

Having said that, there needs to be some standardisation to ensure that you can make enough calls to get past the voicemails and the “thanks but no thanks” to reach the prospects who want and need what you’re offering.?

So, when it comes to your phone outreach, how do you balance being prepared without sounding overly rehearsed?

There’s no one-size-fits-all answer here, but understanding the benefits of both approaches will help you figure out the best way to engage larger clients.?

So let’s explore when to rely on a script, when to go unscripted, and how to combine the two to master your phone conversations and leave a lasting impression on the people you want to influence.

The Art of Preparation

When you're making that initial phone call to a potential whale, preparation is key—but how much structure is too much?

The Case for Scripted

Having a well-prepared script can be a game-changer. Here’s why:

• Clarity & Consistency: A script ensures you cover essential points and communicate your value proposition effectively.
• Confidence Booster: You’ll feel more in control, especially when you're nervous about speaking to high-level decision-makers.
• Efficiency: It keeps the conversation on track, ensuring you hit important notes without going off on tangents.

The Case for Unscripted

On the flip side, an unscripted approach allows for:

• Natural Flow: Clients appreciate genuine, organic conversations. It shows you’re actively listening and tailoring your responses.
• Adaptability: You can pivot the conversation based on the client’s mood, needs, or concerns. This flexibility builds rapport quickly.
• Emotional Connection: Without the constraints of a rigid script, you can use intuition to guide the conversation, tapping into the client’s pain points.
• Listen More than Talk: My position is that I know all about me, but very little about you, so please tell me all about yourself. While obviously an exaggeration, you get the point. Don’t make the way too common mistake of talking all about who you are and how fabulous your product/service is. They. Don’t. Care.

The Hybrid Approach: Best of Both Worlds

The sweet spot lies somewhere in between. Here’s how to blend structure with spontaneity:

1. Outline Key Talking Points: Focus on core themes—your value proposition, key differentiators, and potential benefits for the client. Think of these as guiding markers rather than a full script.
2. Personalise the Call: Do your research on the client beforehand. Have specific examples or success stories that align with their industry or challenges.
3. Listen Actively: Ask open-ended questions to draw out their needs and concerns. Remember, this isn’t just about selling; it’s about solving their problems.
4. Practice for Fluency, Not Perfection: Rehearse your opening lines and closing statements, but allow room for flexibility in between.

Pro Tip: Keep a Cheat Sheet

Instead of a word-for-word script, have a "cheat sheet" in front of you during the call. This can include:

• Key stats or success stories
• Common objections and responses
• The prospect’s business pain points

With this, you stay prepared without sounding rehearsed.

Action Item:

Before your next client call, test out the hybrid approach. Create a loose script, rehearse it, but stay flexible and open to guiding the conversation based on your client’s needs.

And always remember, you’re looking for the prospects that are looking for you. If you do all the talking, you’re not going to know if that person on the other end is one of ‘your people’.

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