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Create the Perfect Outbound Sales Script with These Simple Steps

Published: Sep 7, 2018

Writing an outbound sales script doesn’t have to be the most agonizing part of your sales job.

In fact, it is an incredibly useful tool to facilitate your outreach towards prospects and helps you close deals. The key is to use the script as a guiding force so you don’t sound robotic or hesitant.

What to say while calling prospects you’ve reached out to before? What to avoid saying on a call? How to sound professional and confident?

This article will answer all your questions and will help you craft the perfect sales script.

The DO’s in a cold call sales script

  • First, get the prospect’s attention by using their name
  • Next, identify yourself
  • Tell prospects why you’re calling – getting straight to the point shows that you’re a professional and saves small talk after you’ve already initialized the conversation
  • Bridge the gap – connect why you’re calling and why they should care
  • Last, make the ask

Sales script for first attempt calls

There are a few questions you need to address when you call someone for the first time. While answering the phone, they’ll wonder:

  1. Who you are?
  2. Why you’re calling them?
  3. How will this call benefit them?
  4. What are you asking from them?

You must answer all these questions to make a sale. To get there, you need to take time to research. So, find a commonality and use it as a connecting statement for your sales call.

Your outbound sales call script should consist of an introduction, a connecting statement, reason for calling, the benefits, and the ask. It should look like:

Introduction: Hey Alice, this is Sam from <name of company>. Hope your day is going well.

Connecting statement: I’ve had an eye on Bloom Ventures for a while now and I saw you closed a big round of funding last month. Congrats on that!

Reason for calling: I noticed that you’re hiring a new team for <name of department>. It sounds like you guys have a need to <highlight pain points>. I can imagine how frustrating it is.

The benefit: That’s something I hear often. <name of company> was built to ease these issues. We strive to solve <problem faced>. Do you use any of these products?

Ask: I know you’ve probably got a busy schedule, but I’d love to book a slot this week to have one of our consultants walk you through the product. Are you available on Tuesday or Wednesday of this week?
Sounds perfect, Alice. I will book the slot and send over an email.

What to say if you’ve called or emailed before

While analyzing your list, you may realize that you have reached out to certain prospects in the past only to be ghosted by them. This gives you a reason to reach out and show them a personal value.

The prospect you’re calling is a busy person with various responsibilities. You need to make the little time they spend on your call memorable and not feel like a tally number on a board of calls made. To stand out, your call must add value to their business.

Here’s how you need to organize this call:

Introduction: Hi Dave, this is Sam from <name of company>. Just wanted to follow-up on the email I sent last week. Did you have time to look at it?

{Respond according to their answer}

Context: Dave, I noticed under your LinkedIn summary you oversee <department> at <prospect’s company>, and it looks like you’re scaling your team. Is that correct?

{Tailor conversation to the prospect’s response and the value prop or benefit}

Ask: Could I block 15 minutes this week to walk you through the product?
Are you available on Tuesday or Wednesday of this week?
Sounds perfect, Dave. I will book the slot and send over an email.

If the prospect says they have read your mail and isn’t interested, ask them questions instead of ending the call. In such a situation you shouldn’t sound pushy; instead, try gathering information to give a meaningful response.

Sales script for when a prospect doesn’t answer

Sometime your prospect may not be available to pick the call. Don’t worry, just leave a good voicemail. Keep it short, about 20-30 seconds, and highlight the pain points.

Here, your aim is to nurture your prospect’s trust and build a relationship.

To make sure your prospect hears it for at least 5 seconds, insert your connecting statement at the beginning, with a short introduction, and end off on a note that triggers curiosity.

Your voicemail should comprise of social proof, metrics, and a curious closing statement.

Hey Michael! Sam from <name of company> here.

{connecting statement}

You’re hearing from me today because it looks like your company faces <problem>, and we’re all about solving it.

Social proof: We’re backed by awesome customers like <name 2-3 big customers>.

Metrics: And these companies have seen a 15%+ business growth within a month of using our product.

Closing statement: Michael, I would love to connect with you about your specific needs. I also have other resources to get your team to work faster.
Call me back at 560089 if it’s convenient for you, or reply to the email I’ve sent you. Thank you.

The DON’Ts in a cold call sales script

  • Don’t talk about the industry with prospects; impress them with how well you know their pain points and how you can solve them.
  • Avoid asking them how they’re doing. This may seem natural but can backfire if the person is busy and it seems like you’re wasting time.
  • Replace reasons like “just checking in” with the actual reason for the cold call.
  • Do not counter all objections made by prospects. If they become defensive, slow down, detach yourself and offer a solution to the objection.

Check out our handy list of outbound calling tips for businesses

Writing outbound sales scripts may not be the most exciting thing to do, but it is an effective tool in your sales efforts. By making your prospects smile and offering them solutions to the problems faced, you’re one step closer to making a sale. Following the aforementioned tips and cold calling scripts, you’ll be able to excel at making cold calls.


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