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How to Write an Effective Cold Calling Script

How to Write an Effective Cold Calling Script

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Published by Bala Subra
Sales, marketing
Sales, marketing

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Published by: Bala Subra on Oct 22, 2008
Copyright:Attribution Non-commercial

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12/05/2012

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© 2007, Wendy Weiss
 
Special Report:
 
Appointment Setting
How to Write an Effective Cold Calling Script 
 
 
© 2007, Wendy Weiss
 
 Appointment Setting  How to Write an Effective Cold Calling Script 
2007, Wendy WeissAll rights reserved. No part of this special report may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopying, recording, e-mail or by any information storageand retrieval system, without permission in writing from the publisher.Published by:DFD PublicationsP.O. Box 20664London Terrace Station New York, NY 10001
 
 
© 2007, Wendy Weisshttp://www.queeenofcoldcalling.com 
1
 
A Consultation with Wendy Weiss,
The Queen of Cold Calling
Many people think they can just “wing it” or they “know what they want tosay.” 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. Tenseconds goes by very quickly. Your first impression has to be strong enoughto carry you through the rest of your pitch. “Winging it” is risky and justgenerally doesn’t work, and “knowing what you want to say” without havingactually crafted your message and practiced it can easily turn into “gee, Ididn’t say that very well…” In addition, when you have to think about whatyou are going to say it is extremely difficult to focus on and listen to your  prospect. You will be nervous and anxious and thinking about what mighthappen rather than focusing on what is happening.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 andsuccinctly, yet that still gives you room to maneuver, is one of the keys to asuccessful telephone pitch. This is about communication and about being prepared. In writing your script you are crafting a message and focusingyour 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 tothe 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. Peopleactually speak more in phrases or fragments, with pauses, sometimesimproper grammar and the occasional ah or um… It is imperative that yousound real, so if you are having a difficult time with this, try talking into atape 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 amoment of your time?” or anything else. Start by asking for your prospect by name. You have probably already asked the secretary for your prospect by name but when you think your prospect is on the line, ask again. “JaneJones please.” There are two good reasons to do this. Reason number one— everyone loves the sound of their own name, and reason number two—the

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