Alternative to Using Sales Scripts on Cold Calls

a man making a call wearing a headset
••• Getty Images / Cultura RM/Daniel Allan

What if there was another way that you could connect with people on the phone without using a cold calling sales script? Would you be open to it or would you prefer to stick with the way you're selling on the phone now?

Sales scripts can be great, they can support you through the call, keep you confident and maybe even get you a sale here and there. But the key question is, in your own mind, do you feel they are really creating the sale or is it creating a painful rejection-filled experience for you every time you pick up the phone?

A Sales Script is Loathed By Callers and Listeners

Some might say that a sales script is the perfect way to get the sale and engage people on the phone and until now, maybe it has for some. Yet, a lot of salespeople associate rejection and pain to picking up the phone and making a cold call. People find scripts are just not creating the results they want. But whose fault is it? Is it the scripts or the person saying the message, or the listener or even the product? The answer is quite simple, it is the fact that a script is being used in the first place.

A sales script is a caller and listener’s worst enemy!

Why Sales Scripts Don’t Work Anymore

Scripts hurt a sale. Just for a moment, think about how you feel when you receive a telemarketing call and you hear: “Hi My name is John and I am calling you today to tell you about our latest offer and you have been chosen especially...” One might think that this will certainly get the message across and engage the customer. Yet, how do we feel when we hear it? You’d probably recoil immediately because you know it’s a sales call and we all hate them. Not because sales are bad, simply because we don’t want to be bothered and we certainly don’t want to be taken advantage of.

The pressure builds as the script is read and we either hang up or say the magic words: “I’m not interested.”

It’s Time For a New Solution to Sales Scripts

Let’s begin by talking about the art of selling. When we are selling either face to face or on the telephone we all know we need to have a rapport. But why? Well, most would say that we buy from people we like. But the truth is, it’s much deeper than that. We buy from people we TRUST! So the key in any selling situation would be to first create that trust then see if you can help your prospect or not.

It is interesting that on the telephone we don’t think that way. If we are on a cold call the traditional way would be to introduce ourselves and then throw them a sales pitch. One might wonder why the telephone should be different to face to face. In short, if we can bring a trustworthy and respectful approach to a cold call which builds trust immediately with a fellow human being, then maybe we might have a better chance of side-stepping the awful experience of rejection.

How To Get Started

There are two simple changes that anyone can make to their cold calling approach to open prospects and engage them in a dialogue which will create trust. Number one is asking for help. Yes, simply ask for their help in ascertaining if they would be willing to listen to what you have to say.

Try saying: “Could you help me out for a moment?” How would you respond to a request for help? I am sure you as a caller would certainly feel kind enough to give anyone a hand if they asked for help.

This might, at least, show that you are calling out of respect and care for the other person. Secondly and most importantly when you call make sure you are calling for the right reason and that is to help someone with a problem they might face.

If you are calling to only “close the sale” people will feel that from you and their guard will go up. So call as if you are a problem solver. Be a trusted advisor to everyone you talk to and help people solve problems, because this is what will give you the joy that you really are looking at selling.

Don’t get caught up in the old ways of doing things. Make trust and respect the key elements of your call and try to solve some problems for people. Then watch your stress level drop and your sales rise.

Edited by Laura Lake