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How to Cold Call without a Script

Guest post by: Ari Galper

Article Overview: Linear step-by-step sales scripts have done a lot to give selling a bad name. Not because they don’t “work”, actually some people who use cold calling scripts actually do make some sales. The problem is even if you’re a good-hearted businessperson, scripts make it almost impossible for you to avoid sounding like a “salesperson.” This is a serious problem because most people respond to a sales agenda with something like, “Uh oh, I’m about to be sold something. How fast can I get this person off the phone?” If we turn away from the artificial beginning of a sales script, and approach cold calling in a different way, then we’re likely to get different responses.

How to Cold Call without a Script

Linear step-by-step sales scripts have done a lot to give selling a bad name. Not because they don’t “work”, actually some people who use cold calling scripts actually do make some sales. The problem is even if you’re a good-hearted businessperson, scripts make it almost impossible for you to avoid sounding like a “salesperson.” This is a serious problem because most people respond to a sales agenda with something like, “Uh oh, I’m about to be sold something. How fast can I get this person off the phone?” If we turn away from the artificial beginning of a sales script, and approach cold calling in a different way, then we’re likely to get different responses.

The first step to cold calling in this new, natural way is to let go of your script as a crutch. The idea may sound scary at first because you’ve been programmed to think you have to have a script to make a successful cold call. Let me share a recent experience.

Last week I was sitting at my desk and the phone rang. I picked it up and said, “Hello, this is Ari.” The caller said. “Hi, Ari, my name is Steve, how are you today?” I knew right away that he was using a structured sales script, and that triggered the negative “salesperson” stereotype in my mind. Nevertheless, I didn’t want to hurt his feelings so I let him continue with his pitch for a few minutes.

Then I gently said, “Hi, Steve.” He was so startled that he completely stopped speaking. He had no idea how to react to my simple, normal greeting. Why? It was because he was totally focused on his selling script and not on any real two-way conversation. This is the problem with using a cold calling sales script -- it doesn’t leave any room for a conversation to have a life of its own.

When people call me and ask how they can throw out their scripts and cold call the natural way, the first thing I do is ask them whether they’re willing to role-play with me using their script. As soon as they start reading their script, a couple of things happen. I hear their voices go up in volume so they sound enthusiastic. They also talk faster, and their voice takes on a canned, robotic quality. All these things trigger the negative “salesperson” stereotype.

After a few moments, I gently stop them and tell them they’re sounding like a totally different person from the one who called me and talked with me so naturally about their sales issues. You know what they always say? “Ari, you are so right. When I use a script, I feel as if I can’t be myself. I feel like a robot or an actor, and it’s very awkward and uncomfortable. Is there any way I can be myself again?”

Yes, there is a way to be yourself and still make successful cold calls. The way to be yourself is...be yourself! It’s important to stop trying to be an actor or even a successful salesperson. You’ll become more personable and more interested in the conversation itself when you do this.

We begin by focusing on relationship rather than salesmanship. We call with the anticipation of meeting someone new, and looking forward to a pleasant conversation to find out whether we can be of service. This new mindset is subtle but powerfully felt by the other person.

When we’re being real people treating others as real people, the difference is amazing. Both people are both more at ease. We anticipate talking with someone who may possibly have an interest in what we have to offer. If they don’t, we’ve enjoyed our time with him or her.

When others feel this relaxed mindset from you, they’re much more likely to welcome you into their day. However, if you rigidly follow a cold calling script, then your call is immediately pegged as something initiated primarily for your own gain. That will undoubtedly put you back to square one.

To your success,

Related Articles
  Setting Up Your Cold Calling Script
  How To Throw Out Your Cold Calling Scripts
  Cold Calling
  Cold Calling Works!
  Finding new customers when times are tough

Article Tags: businessperson, cold call, cold calling scripts, crutch, desk, feelings, few minutes, pitch, role play, sales script, sales scripts, salesperson, stereotype



Related Forum Posts
Re: Cold Calling - Cold calling is an extremely difficult job to do and unless one learns that being told no by people is not a direct refusal aimed at the cold caller but at whatever is being sold, it can be very soul destroying work to do. One needs to have absolute confidence in themselves and a pretty thick skin. MichelleJ
I answer my phone - when I worked in the Call Center we had to say "Good XXXXXX, Andy speaking, How may I help you?" imagine saying that over and over again. It kind of sticks with you. It's been a few years now but I've kicked off "How may I help you?" part.
Cold Calling - Cold calling is tough, but it is possible. Its a shame that your employer doesn't seem to be giving you any help. I would suggest that you learn everything about the products you're trying to sell to the retailers. It wouldn't hurt to have them close at hand while you're on the phone with a potential buyer. Learn what is great about the items. What do they offer the consumer? Why should the retailer carry them? Who would be most likely to buy the items? Once you know these answers, learn about the companies you are calling. Its hard to tell a retailer that your product is something they need - if you don't know anything about their business and/or the customers. If they have a website that would be a great place to research. Shri
Re: How to develop sales contacts? - Everyone has the right idea here. Depending on your business, there are different techniques that you could use. For consultants and sales heavy businesses, there are three tactics that I have found especially useful in my business: 1. Attend Networking Events 2. Cold Calling 3. Referral Program 4. Affiliate Program (most successful) The affiliate program was successful for me, as I hooked up with a franchise consultant, and he gave multiple unit businesses that needed my credit card processing services. I highly suggest you hook up with a sales partner, and give him a cut of the monthly revenue.
Re: Direct Mail Postcards - Post cards would be really expensive to send from Japan...but one way to advertise that is not expensive from overseas is by Cold Calling using cheap VoIP equipment. I know Japan has a really good internet connection, so as long as you are willing to stay up late, it might be an option. I cold call from Thailand far, far away from any city using a CDMA wireless internet connection and have had pretty good results. I find tho, that cold calling works best for business 2 business (b2b), rather than b2c products. --matt


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