How to Write an Effective Cold Calling Script
July 27, 2008 by Wendy Weiss
Filed under Cold Calling
In general conversation, many people think they can just “wing it” or they “know what they want to say.” On the telephone, however, you have 10 seconds to grab and hold your prospect’s attention, and frequently, you don’t get a second chance. Ten seconds goes by very quickly. Your first impression has to be strong enough to carry you through the rest of your pitch. “Winging it” is risky and generally doesn’t work, and “knowing what you want to say” without having actually crafted your message and practiced it can easily turn into “Gee, I didn’t say that very well…”
Like the Girl Scouts, it is better to be prepared. A good script, a well-thought-out presentation that says what you want to say, precisely and succinctly, yet that still gives you room to maneuver, is one of the keys to a successful telephone pitch. This is about communication and about being prepared. In writing your script, you are crafting a message and focusing your message to your prospect. Your goal with your script is for your prospect to hear you and for your prospect to get “hooked.”
So, what makes a good script? Write your script the way you talk—and get to the point! Written language and spoken language are very different. If your script is in written language, you will sound phony. Real people do not speak with capital letters at the start of sentences and periods at the end. People actually speak more in phrases or fragments, with pauses, sometimes improper grammar and the occasional “ah” or “um…” It is imperative that you sound real, so if you are having a difficult time with this, try talking into a tape recorder, then playing it back and writing down what you say.
Don’t bother asking your prospect, “How are you today?” or “May I have a moment of your time?” or anything else. Start by asking for your prospect by name. Then, greet your prospect by name. Next, introduce yourself. “My name is (your name goes here), my company is (your company name goes here)” or “My name is (your name goes here), I’m with (your company name goes here).”
Then, you want a sound bite to further introduce yourself. A sound bite is one sentence that expresses simply and succinctly what you do (or what is your product or service). Example: “Wendy Weiss teaches people to get what they want over the telephone.”
Your sound bite, or the following line, should position you as the expert—someone (company, product or service) who stands out from the pack. If you do this well, you will preempt the objection: “I can’t meet with every salesperson who calls.” You will not be “every salesperson who calls.” To do this, you cannot say the same things that everyone else is saying—so be creative! . When I started my business, there were many others providing similar services representing companies, making calls and setting new business appointments for sales representatives. Generally, these people worked in-house, were not particularly well paid and were called telemarketers. Even this early in my career, I knew I was not a telemarketer. I decided I was a Marketing Consultant Specializing in New Business Development. This put me in a different category altogether. I was the expert, the outside consultant hired to help develop new business.
Find a way to set yourself up as the expert. You can use phrases like “ We specialize in…” or “Our reputation is…” or “We are known for…” You can also name-drop credentials to help this positioning. Mention clients or customerspreferably in similar businesses as your prospect. This does two things: it lets your prospect know that you are familiar with their industry, and it will also make your prospect feel safer if they have not heard of you before. In addition, if someone has referred you, this is a good place to drop his or her name.
Next is the heart of the script. Describe your product or service, pointing out relevant benefits. Remember—your prospects are interested in benefits. Remember also, your prospects will buy for their reasons, not yours. That is why it is important to do your research and have a sense of what your prospect may need and may be interested in.
Focus your message to your prospect, and speak in their language. If your industry has a particular jargon—don’t they all?—use it. You cannot be the expert if you do not know the language. If, however, you are in an industry that has a jargon—but your prospect doesn’t know or use that jargon—speak plainly! Your intent here is communication. You want to be understood!
This part of your script does not need to be long and unwieldy—a few salient points will do. You can bolster this section with a success story—something you, your company or product did for a customer. How you saved them money, or saved them time, or saved the day when they were in a tight spot. By inference, this will mean that you will do the same for your prospect. It is a terrific way of pointing out customer benefits without actually having to say “and the benefit to you, Ms. Prospect, is…” You might have several different success stories that you use, depending on the type of lead on which you are working.
Your script is fluid. How your conversation with your prospect proceeds will determine what parts of your script you will use. So, make sure to leave some maneuvering room in your script, so that if you need to change tactics—for example, tell a different success story—you can easily do it. You make sure that you have maneuvering room by being prepared, knowing your customer benefits and knowing which customer benefits may interest a particular prospect. Also, have several success stories that you can use, depending on the point you are trying to make. And please, don’t be afraid to say the unexpected or to use humor.
Then the close. Here it is… Ask for what you want! All your hard work is worth nothing if you do not ask for what you want. Do not expect that your prospect will know what you want, or guess what you want, or offer what you want… It is your job to ask, clearly and precisely.
So, what do you want? Most would probably answer that you want to turn your prospect into your customer. You want your prospect to buy your product or service. That’s all true, but that comes later. What you want now is to get your “foot in the door.” You want to introduce yourself, your product and/or your company, so that later, the prospect can be induced to buy. If your prospect does not know you, is not familiar with your product or service, they will never buy it. They have to know you exist before they will even consider making that purchase! Therefore what you want now is an appointment. At this moment, you are not selling your product or your service, you are selling an appointment and only an appointment. You want the prospect to give you 10 to15 minutes of their time, so that you can introduce yourself, your company, your product, your service—that is it! You are not asking her to buy anything or change anything that she does—only to meet with you.
If you think about the appointment in this manner, you will also realize that almost any objection to a meeting that your prospect may voice is then largely irrelevant. Perhaps your prospect already has a vendor that provides a similar product or service. So what. None of us can predict the future. The situation could change. Besides, you’re not asking that she buy anything; you want to meet with her and introduce yourself. Period! Perhaps your prospect doesn’t use a similar product or service and says she has no need. She doesn’t need it; she will never need it. So what. None of us can predict the future, anything is possible, and one day, perhaps she may. Now, I am not suggesting that you spend your time setting up meetings with people who do not need your product or service, but what I am saying is that the qualification is on your part. You actually need to decide if you want to meet this prospect. Is this prospect worth your time and energy?
Ask for an appointment—ask for a meeting. I generally like the word “meeting” better than “appointment.” It has more weight and substance. Say: “I would like to meet with you,” “I would like to introduce myself, my company, my product…,” “I need 10 minutes of your time.” Be clear, be bold, be to the point. Give them some choices of times: “Is this Thursday good, or would next Thursday be better?” It is easier for your prospect to choose between options, such as different dates, than to decide whether and if to schedule.
Once you have scheduled the meeting, make sure that you confirm the prospect’s name, title, and address. Also, make sure she has your name, your company name and telephone number! Repeat the date and time of the meeting at least twice. You want to make sure that you are both talking about the same date. In addition, as you give your prospect your name etc. and when you repeat the meeting date and time, use your voice to direct your prospect to write everything down. Speak s-l-o-w-l-y and distinctly at a pace that they can write. Your prospect will interpret this way of speaking as a direction to write. This way, they, too, will have the meeting in their calendar, and there should be no mix-ups.
The Script Formula:
* Ask for the prospect by name.
* Say hello. “Hi! Ms. Prospect” or “Hi, Jane.”
* Identify yourself and your company. “My name is ______. My company is _____.”
* Say what you do (sound bite).
* Position yourself as the expert. Use phrases like “We specialize in…” or “Our reputation is…” or “We are known for…” You can also do some name-dropping of credentials here
* Articulate benefits. Success stories are a terrific way to point out benefits.
* Ask for what you want—an introductory meeting. “I would like to meet with you…” “I would like to introduce myself, my company, my product…” “I need 10 minutes of your time.” “Is this Thursday good, or would next Thursday be better?”
* Keep asking for what you want!
Rules and Regulations for Successful Networking
July 21, 2008 by Michael Goldberg
Filed under Understanding Personality Types
I recently read the Pool Rules and Regulations for a golf and country club. You may not belong to one (I don’t), but you can imagine how strict the rules are. At the gate, you have to show a picture ID, have your bags checked (no food or alcohol), sign a rules and regulations agreement, get dusted for prints—the usual. It’s a safety and liability issue, so they cover their bases. But you can have comfort that the rules are strictly enforced by the lifeguard on duty. At least everyone splashing around you knows what they should and shouldn’t be doing.
When networking at a business meeting or event, wouldn’t it be great if everyone “splashing” around you knew what they should and shouldn’t be doing? Can you imagine if everyone that attended association events, networking groups, chamber mixers, conferences, and cocktail parties had to read, understand, and sign off on the Networking Rules and Regulations?
We’d do a ton more business and be much better “swimmers.” In fact, more of us would just jump right in! Without knowing the rules, it’s no wonder so many sales folks, business owners, and job searchers are fearful and uncomfortable when it comes to wading in, even in the shallow end.
Below are some networking Rules and Regulations that might make the list. Swim at your own risk.
Proper attire required (no Speedos).
Determine ahead of time if the event requires business, casual, or very casual attire. There’s enough on your mind—why let your appearance be something else to worry about?
Must be equipped with business cards, a pen, and other related swim gear.
It amazes me how many folks at business functions don’t have a business card with them. Business cards breed business and seasoned pros know that. Or they should.
Know who you will be swimming with.
Do you know who rounds out the guest list? Have you determined ahead of time if your prospects, clients, referral sources, colleagues, associates, counterparts, competitors, or advocates will be in attendance?
Networking only; no selling allowed (no splashing either).
Repeat after me—networking, networking meeting. Selling, sales meeting. Got it? Networking and selling are two completely different swim strokes. Use this event to meet and greet others, make a good connection, and take it from there. Otherwise, expect a loud whistle to be blown and to be escorted off the premises by the lifeguard on duty.
Be prepared to ask questions—about them.
Know what questions you will ask those you’ll be meeting. It’s the best way to start a conversation, learn about other professions and industries, and attract people to you. If you’re authentic, genuine, and a little lucky, you may be asked questions. Imagine that!
Greet and introduce others with passion.
I love introducing people I know to other people I know. It helps provide an easy connection for others, I’m helping the cause, and I feel pretty good about myself. What can be better than that?
If there is a connection, ask for their business card.
Don’t be shy. If you’ve spent time with a quality contact and you’re interested in continuing the conversation at a later date, ask for their business card. They might just ask you for yours. How else are you going to re-connect?
Hand out your business card (when asked).
I only hand out my card when asked. It seems rude to offer a business card to someone who may not want it. If they wanted it, they would ask.
Have a buddy system and help others.
I’m all about helping others get their feet wet and encouraging them to swim. It’s a a big part of making a splash at the event. It’s also a lot of fun (and sometimes safer) to network with a buddy—especially if they’re looking to meet the same folks as you.
Mention your Call to Action—when asked.
Know what your purpose is and only share it when asked. If you don’t know or can’t share your purpose, it will be difficult making solid business connections.
Spend more time listening and less time talking (especially right after eating).
We spend way too much time thinking about what we’ll say next rather than listening to others. If we listen and learn, we may have something more worthwhile to say.
Know when the conversation is over and mingle with others.
Once the chat is over, say your goodbyes and ask for a card. That is, if it’s worth chatting again. If not, say your goodbyes and offer them an opportunity to meet others.
You must make a friend (or two) and have fun!
Once you meet a few great people and get the breathing down, you will be much more comfortable in the deep end and it could even be fun! Heck, you may even get some business out of it.
Of course, there are plenty more. This is a good start and a nice way to … get your feet wet. Establish these Rules and Regulations as your standard and help provide a safe and enjoyable swimming (networking) experience for all! Thanks for your cooperation.
Eight Great Strategies for Working Any Room
July 21, 2008 by Susan Roane
Filed under Networking and Communication
Walking into a room full of people, especially strangers, is daunting for 93% of American adults. Yet, our careers, businesses and social lives are enhanced by our ability to meet, mingle, interact and make connections. For over 18 years, How To Work A Room® has been a resource for professionals across the country. If we adjust our mindset to that of making others comfortable with us, our interacting, socializing and conversing is easier.
Read Name Tags. As you extend your hand and introduce yourself, use the person’s name. Name tags provide material for conversation about that person. Wear yours on the right hand side. It’s the line of sight with an extended handshake. Ask a question about the company, location, her position, etc. (This can be difficult for those of us who don’t wear our glasses and end up with our faces on the person’s name tag. Should that happen, a conversation will definitely follow!
Reintroduce Yourself to People. They will generally respond in kind. Then no one has to struggle with forgotten names.
Look for the White-Knuckled Drinker. Whether it’s club soda or wine, the shy, uncomfortable person has the glass gripped so tightly for support that the knuckles turn white. That person, who is speaking to noone, would welcome your conversations.
Attend Events with a “Buddy.” Choose someone in a non-competitive field and cross-promote each other.
Warning: Be sure to choose a companion who will introduce you with the same level of enthusiasm that you have demonstrated.
Extricate and Circulate. According to Miss Manners, one must learn to end conversations. Extricating oneself from a conversation is a must. “Well it was great to talk to you about….” Summarize the main thrust of your chat . . . and move about one quarter of the room away. No sense in standing in the same area near the person you just left. Find another solo or. . . join a group. Stand on the periphery of the group and when acknowledged, step in.
Allow for Serendipity. It is the unexpected bonus that happens to you because of good timing. Because . . . “Ya Never Know!” which is my theory of marketing, meeting and mingling.
Have Fun! People are attracted to others who are enjoying themselves. A sense of humor will help you manage and survive myriad situations because laughter is a great medicine.
BONUS Tip: Leave your tools and toys of technology out of sight or in the off or vibrate position. The message you give when you “work” a room with your Bluetooth attached to your ear is that no one you are talking to is as important as whoever may be calling you. That leaves an impression but not the one you may want to make.
Be a Savvy Networker.
Acknowledge people who have given you time, leads, advice. Keep them “in the loop.”
Matchmake people you know with job leads, contacts, prospects and referrals. It comes back.
Stay in touch with your network when you need nothing from it. That makes it easier to get in touch when we need help/advice/leads.
Follow Up with the people whose cards you collected. Devise a system to organize the follow-up process. Or all is lost. Use the RoAne “TAP” method. Be Timely, Appropriate, Persistent. If we “work” rooms and don’t follow up, we will not have netted a network to work!
From the newly revised bestseller, How To Work A Room® by author and keynote speaker, Susan RoAne now available in local and online bookstores. Susan also consults with individuals who want to improve their socializing and mingling skills. For more information, free articles and The Schmooze Quotient Quiz, visit www.susanroane.com
3 Must Do’s for Business Networking Success
July 17, 2008 by Gina Bell
Filed under Inspired Action, Purposeful Networking
Business Networking can be a stepping stone to greater influence, recognition, and ultimately, the creation of a thriving referral based business…if you want and allow it to be.
I can tell you, first hand, that the door to success is often opened by the most unlikely sources. Knowing HOW to better represent yourself in public and making great first impressions ensures that you aren’t missing hidden opportunities.
If you knew, beyond a shadow of a doubt that business networking was a key to attracting more of your perfect clients; that it could eliminate uncomfortable sales-y tactics and could be the difference between growing your business and going out of business, would you commit to developing your skills in this area? I’ll bet you would…
On that note I’m going to share my top 3 must do’s for business networking success. Proven tips that can help you increase your results for the balance of 2008.
MUST DO # 1 - Act Like a HOST Not a Guest
One of the biggest barriers to successful networking is the fear of starting conversations with strangers. After all, we were raised with our mothers telling us “Don’t talk to strangers!” – right!?
The ability to easily strike up a conversation with someone you’ve never met isn’t a common skill found with most business professionals… Acting like a host not a guest is one of the best strategies for overcoming your fear of strangers… When you look at the two, there is an obvious difference between the behavior of a guest and that of a Host.
- If you are the host of a party or event, wouldn’t you introduce yourself to people you didn’t know and introduce them to others?
- Wouldn’t you make sure your guests were properly welcomed, knew where to hang their coat or where to get food and beverage? Of course you would!
- A Host is active and focused on doing things for others. A guest tends to be more passive and reactive, i.e. they sit back and relax.
The important thing to note here is that you can CHOOSE which behavior you will exemplify at the events you attend. Will you act like a host or a guest?
ACTION TIP: A great opportunity for you to learn by experience is to get involved with your local Chamber of Commerce as an Ambassador. Their job is to greet visitors and introduce them to others. Or, if you are a member of BNI or another closed contact organization… volunteer to be a Visitor Host. This allows you to increase your comfort level and develop the skill of talking to strangers in a structured and safe networking environment.
MUST DO # 2 – Listen to Learn
This is one of my favorite “must do’s” and I’m going to reference a metaphor found in “Masters of Networking” a best selling book (which I highly recommend) co-authored by Dr Ivan Misner and Don Morgan. Here it is…
Imagine a big, hairy spider hanging out in the corner of the room, waiting for an unlucky insect to blunder into its web.
Many view “THE NETWORKER“ as a predatory menace lurking in a room full of businesspeople, ready to pounce and paralyze its prey with a torrent of sales talk and self-promotion.
This is exactly the image every good Networker must avoid projecting. Masters know that every good networking relationship, the kind that brings mutual benefit, begins with the discovery of common interests.
If you approach a new contact with the idea that what’s most important is for the other person to learn everything about you as quickly as possible, you’ll find yourself alone in the corner, perched on your web, waiting to snare anybody that hasn’t been warned about you.
Master Networkers turn this around. They start conversations by asking questions, one after the other… not like an interrogator but as an interested listener.
If they are asked a question, they answer, but quickly steer the conversation back to the new acquaintance.
Master Networkers know an interesting secret… The more the other talks, and the more you listen to them, the more they like you and trust you. (And we all know how important trust is right?).
ACTION TIP: Switch your focus from gaining new customers to making new business friends and listen for the commonalities that link you… rarely will you fail.
MUST DO # 3 – Remember peoples NAMES!
Are you terrible at remembering names? Do you forget someone’s name within ten seconds of an introduction? How often have you walked into a room and recognized someone’s face but their name escapes you?
Most people will admit that they would not approach someone whose name they’ve forgotten for fear of embarrassment. As a result, you miss connecting with a potentially valuable business contact.
“A person’s name is to him or her, the sweetest and most important sound in any language.” - Dale Carnegie
I’m not going to delve into exact tips and tricks for remembering names I simply want to point it out as an absolute MUST DO for business networking success.
Think about how you feel when someone goes out of their way to remember your name. It makes you feel important and special. It is a positive experience for you, and they instantly become more revered by you and more memorable. Remember names offers great marketing impact wouldn’t you say?
ACTION TIP: Is remembering names a problem for you? If so there are many wonderful resources available in book stores and on the internet. My favorite, available from amazon.com is “The Memory Book” by Harry Lorayne and Jerry Lucas.
For additional “must do’s” for business networking success you can go to www.thenetworkingmasters.com and register to receive a free subscription to Gina’s highly acclaimed information packed eZine, Networking with Ease; a complimentary audio CD entitled “Personal Marketing Demystified” and a Special report called “The Networking Masters Checklist for Business Networking Success!” The CD is only available for a limited time. Claim your “Networking Success” package today!
