I`ve worked with hundreds of salespeople and the difference between those that are mediocre and those that are outstanding usually have only one thing that differentiates them...consistency.  Whether it is doing a presentation, cold-calling or anything else related to their selling efforts, top-performing salespeople track what is being done or said so that they know what works and what doesn`t.  When they find what works, then they can use it consistently.  After working closely with a sales team for only a month I can tell you what works and what doesn`t work because I track every piece of their selling activities, including what they say when cold calling.  Every person selling can do the same for themselves.  Just write down what you say on each cold call and track the ratio of calls to appointments for 2 weeks.  Then, change the wording just slightly, i.e. use the phrase "I want to meet with you to discuss your needs" instead of "asking for an appointment", and then track your results of calls to appointments to see if there is a change.

 

If a salesperson doesn`t use a script as a map, they are flying blind and hoping that whatever rolls off their toungue will somehow, someway work.  I like what Doormat said about the movies.  Can you imagine the chaos that would be caused if there were no scripts!

 

So, yes, use a script as a map.  Be conversational.  And, remember, the point of the cold call is just to set the appointment, so don`t get caught in the trap of selling over the phone if the appointment was your goal.

 

Now, if you`re talking about cold-calling and actually making a sales pitch over the phone, then that`s a whole other discussion.

Hi Rick

I agree with you that if you are not a least bit thirsty I cannot sell you a drink.

Furthermore depending on what type of business you are in, your product or a service may not be required by everyone that you contact.

 

For example I work for a PCB Printed Circuit Board Repair company in the UK (United Kingdom) and I have learned over the years that its very important to know who needs/requires our services, otherwise I will be wasting my time and my money on calling companies that have no requirement for our company`s services.

I can see where you are coming from, yes the script can work only if you have read it in advance and dont have it in front of you when calling.

 

While I was at University on a marketing course, one of the things that we learned although you will not find this in any book is to have few scripts based on your product or a service and use them by alternating each time you make a phone call, that way you wont sounding boring and you wont feel bored just because you dont keep repeating the saame words each time you call some one.

 

There are more then one way to reach your destination provided you travel wisely