This template provides a tool that provides guidance on developing a cold-calling script
for sales representatives. Cold-calling is a difficult sales technique, but it can be
effective in high volumes. This particular template provides an example of a
telecommunications industry, but it can be customized to meet the specific needs of any
industry. In addition, potential customer objections and responses are included to
provide the representative with methods of circumventing common objections. This
template should be used by small businesses or other entities that engage cold-calling
representatives and want to provide them with more information about effective sales
strategies.
Sales Script Template
(Instructions: Few sales conversations will actually follow the ideal script below. Much more
likely instead, is that the prospect will respond to a question — or just simply interrupt — with
an objection. They may also ask various questions. The sales representative will need to briefly
address the objections and questions and then attempt to continue, at least in spirit, with the
script. Possible responses to objections are included at the end, after an example of the script
from the telecommunications industry.)
(Gatekeeper answers phone)
Hi, I wonder if you could help me. I'm with a ___ (type of sales industry) company, and I'm
helping a lot of ___ (type of customer) in the local area by ___ (brief value statement).
I was wondering who would be the right person to speak with here to learn a little more about
your ___ (relevant prospect status quo fact)?
(Gatekeeper asks who is calling.)
Absolutely, this is ___ (Name) from ___ (Company). And, before you transfer me, what is the
name of the person you’d recommend I talk with?
(Gatekeeper gives name of prospect.)
Great. Thanks for your help.
(Prospect answers phone.)
Hi, ___ (prospect’s name), this is ___ (Name) from ___ (Company). I'm helping a lot of ___
(type of customer) in the local area by ___ (brief value statement). I was calling to schedule an
appointment with you to see if we could benefit your organization as well. But, I was also
wondering if you folks ___ (relevant but non-prying, specific question on current setup with two
possibilities)?
(Prospect answers specific factual question.)
OK, well, the ___ (relevant benefit with that setup fact) benefits from ___ (option picked) are
certainly greater than that of ___ (the other option not picked). Just recently we helped a client
___ (achieve relevant benefit). I’d love to get together sometime next week with you to see if we
could produce similar results with you. Does that make sense?
(Prospect agrees.)
Great, would Monday at 1:00 p.m. or Tuesday at 10:00 a.m. be better for you?
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(Confirm the day and time with the prospect. Ask for the prospect’s email address to send a
meeting confirmation. Confirm the location of the prospect. Ask if anyone else from the
prospect’s organization should also attend. Thank the prospect and hang up.)
Example from Telecommunications Industry
(Gatekeeper answers phone)
Hi, I wonder if you could help me. I'm with a telecommunications company, and I'm helping a
lot of businesses in the local area by lowering their operating costs.
I was wondering who would be the right person to speak with here to learn a little more about
your phone and Internet use?
(Gatekeeper asks who is calling.)
Absolutely, this Bill Smith from ABC Telecom. And, before you transfer me, what is the name
of the person you’d recommend I talk with?
(Gatekeeper gives name of prospect.)
Great. Thanks for your help.
(Prospect answers phone.)
Hi Frank, this is Bill Smith from ABC Telecom. I'm helping a lot of businesses in the local area
by lowering their operating costs. I was calling to schedule an appointment with you to see if we
could benefit your organization as well. But, I was also wondering if you folks are using DSL or
a T1 for your internet connection?
(Prospect answers specific factual question.)
OK, well, the cost savings benefits from DSL are certainly greater than that of a T1. Just recently
we helped a client reduce 30 percent of his telecom spend while actually increasing his level of
service to meet his changing needs. I’d love to get together sometime next week with you to see
if we could produce similar results with you. Does that make sense?
(Continued.)
© Copyright 2011 Docstoc Inc. 3
Potential Objections and Responses
“We’re all set.”
OK. Things change continually in business, so could I give you a call down the road sometime to
see if it would make sense to get together? (Prospect agrees.) OK. I’m just curious, what would
need to change at that time to make it useful to get together? (The prospect may raise a desired
benefit that could be realized now, which would give the representative another chance to close
on an appointment now.)
“We’re happy with our current supplier.”
That’s great. I’m just curious, is there any chance down the road that you would consider looking
for a different or an additional supplier for your setup? (Prospect answers.) OK, I see. Well,
since you might need to change someday, and things can change fast in business, maybe we
should get together briefly now so if you find yourself scrambling to get