How to Hone a Cold-Calling Script

Earlier this week, I posted a quick test to discover "Is Your Cold Calling Script Effective." That post contained a sample script that Keith Rosen got from from one of his clients. According to Keith, that script worked well in for cold-calling C-level executives.

However, Sales Machine reader (handle="mckerns") posted some criticism of the script which are worth considering. Here is the script (in italics), with commentary:

Hi, John. [1] Jim here from Acme Cost Control. [2] Did I catch you at an okay time? [3]

• [1] Mckerns' comment: Who are you and how do you know my name? My comment: You know the client's name because nobody gets through to a C-level executive unless the know the guy's name. And you're just about to identify yourself.
• [2] Mckerns' comment: Client is thinking - what do you want? My comment: Yes, that's true, but if you don't identify yourself and your company you're breaking a social rule. And jumping right into a sales pitch is just going to get a hang-up.
• [3] Mckerns' comment: No, it's never okay to interrupt me. My comment: Every cold call is, by definition, an interruption, so if you never plan on interrupting anyone, you might as well give up on cold calling. However, there are some times that are better than others, so testing to see whether there's some bandwidth available is a good idea.

John, I'm sure you're busy and I want to respect your time, so I'll be brief. [4] The reason for my call is this. [5] We just saved Universal Transport an additional 12 million dollars in shipping costs, so I thought it was important to reach out to you, since every company has an obligation to their customers and shareholders to reduce expenses as much as possible. [6]

• [4] Mckerns' comment: This is unnecessary filler. My comment: I see Mckern's point, but I see this as creating a "social norm" for the call. Some other comments suggested that the script was leaving too many "exit points." I think that Keith's viewpoint is that offering these exit points earns you the right to continue the call.
• [5] Mckerns' comment: This is SO not the reason for your call. My comment: Mckern is dead right. This line is a lie. Never tell a lie at the beginning of a sales cycle. The script is much stronger without it anyway.
• [6] Mckerns' comment: Don't tell me what my obligation is, I already know! My comment: I agree with Mckern. I think that you can assume the executive realizes his fiduciary responsibility.

I don't know if you have a need for our services, [7] but with your permission, [8] let's talk for a few minutes to determine if there is anything we're doing that could benefit you.

• [7] Mckerns' comment: If you don't know, why don't you spend a half a second researching my company, and then telling me. My comment: Mckern is right on this one. I suspect that this script was written before scads of corporate information was available on the web. It needs to be rewritten accordingly.
• [8] Mckerns' comment: Too fawning (e.g. "with your permission" "would you be comfortable"); you either have something important - give it to me- or get off the phone. My comment: The crux of Rosen's method is to earn the right to pitch by using social norms to give the prospect the ability to opt out of the conversation. However, some of this is culturally specific. The wording may be too fawning for a New York City executive, but perhaps not fawning enough for an executive headquartered in, say, Louisiana.

Would you be comfortable spending just a few minutes with me on the phone right now, if I stick to this timetable? [9]

• [9] Mckerns' comment: The only purpose for a cold call is to set up a meeting, and you have mere seconds to explain who you are, what you want (meeting) and why they should. You can't expect them to qualify themselves this way... My comment: There are two bodies of thought on this. Rosen believes that you can't even get a meeting unless you're willing to explain at least part of what you're going to discuss. I've heard other sales experts say that you absolutely MUST NOT say anything substantive but only push for the meeting. This is a big issue and best left for a future post.

Hi, John. Jim here from Acme Cost Control. Did I catch you at an okay time?
We just saved Universal Transport an additional 12 million dollars in shipping costs.
I've researched your company on the Internet and believe it's possible that we might be able to find similar savings for your firm.
Would you be comfortable spending just a few minutes with me on the phone right now to determine if there's a fit, provided I stick to this timetable?

Thanks, McKern!

READERS: Any further suggestions?

MORE ON COLD-CALLING:

• Podcast: Make Cold Calls More Effective

• A Foolproof Cold Calling Script
• Cold Calling=Dialing for Dollars
• The Ultimate Cold Calling Tool