The_Unleashed_Cold_Call_Script.pdf

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https://sellingunleashed.com
TABLE OF CONTENT
Intro
The word for word script for how to handle the decision maker
The word for word script for how to get past the gatekeeper
How to adapt it to your industry
Outro
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https://sellingunleashed.com
INTRO
The cold call is one of the most hated activities for salespeople and
small business owners (who in fact are also salespeople, that’s why I
include them when I write about salespeople in this booklet).
And I totally can understand why. Often you will get verbally and
mentally beaten up by your targeted decision makers - if you managed
to get through to him. That hurts! Studies have shown that the same
areas of the brain get activated as when people feel physical pain: The
anterior insula and the anterior cingulate cortex (call me El Profesor del
Google).
So of course we try to avoid that. It’s programmed into our DNA. But
same as in fight sports you can condition yourself to be less affected.
By being less affected it is easier to follow through and stick to it. By
following through and sticking to it you will develop above average skill
levels to the point you know exactly how to dodge the situations that
create the pain. Like a boxer knows how to slip punches.
So take it easy, just get beaten up a lot and you will, eventually, become
a great cold caller.
Or you can take a shortcut and learn from my journey. Believe me I got
beaten up by customers during cold calls. A lot! But I sticked to it and
learned. I learned by myself, learned through seminars, trainings,
exchanging knowledge with others and finally became great at it.
But thick skin alone isn’t the end solution to this. You need to know a
thing or two about human psychology. Like real psychology. Hard wired
human behavior. Triggers that let people freak out and going gangsta on
you. And how to avoid them. Let me tell you how I learned about it and
used it to develop this script..
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https://sellingunleashed.com
You know groupon.com, right? The daily deal company that managed
to get featured on a Forbes Magazine front cover as the „fastest
growing company ever“. I was with them since the early days. Starting
as an account manager I soon was promoted to act as their sales
training director. And the first thing I did was to implement a new cold
call sales script, because most of my team mates had massive troubles
selling to the really hot restaurants, beauty doctors or national and
international brands. And it was clear why. They didn’t want to have any
business with us whatsoever. To them we were the „discount guys“, the
last resort for failing small businesses no one wanted to buy from with
regular prices.
As soon as they heard „Hello my name is X and I’m with Groupon“ it
was over and out. This is also the reason why we couldn’t switch to
email marketing. Once they saw Groupon in their inbox, it was an
instant delete. We would have had better success selling binoculars to
Ray Charles (not discounted by the way).
We had a serious problem. 80% of the deals on our website were from
mediocre businesses. Some where even really, really bad. They
managed to get published because we had to put deals out to the
masses. Because if you stop the wheel once it’s spinning, you loose a
ton of momentum, credibility and sales. On the other hand it was a
gamble because bad reviews were pouring in every day. About false
advertising (you know, the marketing guys at Groupon were superhero’s
at presenting shit as the next big trending thing) and bad experiences.
So we had to do something. We had to get the well known brands on
our site. We even had really good arguments why they should discount
with us. We just needed a chance to pitch to them without them
hanging up the phone on us.


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One Friday evening I had nothing to do and was sitting at home alone
was preparing for a wild night out partying like crazy when the TV got
my attention. They were showing something about primates. Apes and
shit. But there was one particular moment that struck me right in my
face. They were explaining how the brain was working on a primal
instinctual level. I learned how information has to be processed by the
brainstem (the oldest part of our brain) first. It’s the brainstem that tries
to decide if something is friendly or hostile. If it’s friendly everything is
OK. If it’s considered danger, the amygdala gets triggered. Now the
amygdala is to us salespeople what a minefield is for a soldier.
One wrong step and BOOM! You’re busted!
The amygdala, the minefield of the brain, triggers the „fight or flight“
reflex. On the phone a fight response could result in shouting and
anger. You know like „Mother*beep*, never ever call me again you
*beep*“ or „Why the *beep* do you guys keep calling me and bustin’ my
*beep* stop it will ya!“. A flight response could result in hanging up the
phone or just telling you politely that they are not interested (even if you
couldn’t even tell them the reason of your call).
So in this moment I knew that I had to develop a script that bypasses
this human minefield. We had to somehow get pass Medusa without
looking into her eyes.
What I found out was that nearly all outbound scripts start the same:
„Hello Sir, my name is Donald and I’m with JUST ANOTHER
HAIRPIECE COMPANY. Have you heard about us? We are the premier
supplier for hairpieces in the world and we are actually running a
discount blablabla“.
It’s all about ME, ME, ME. Have you heard about US. WE are this and
that. WE want your money. WE have a discount. It’s a constant PUSH.
It’s hard selling. It’s something Hollywood suggested for years was the
way to go (movies like Boiler Room, Wolf of Wall Street, Wall Street,
etc.). But guess what? They are wrong. So wrong!
Read on the next page what a sales script should really look like.

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