No prospect just picking up a ringing telephone wants to listen to a cold caller carry on about their company, product, or service. The typical cold call is short (less than 5 minutes, more than 2 minutes if you are lucky), so the caller must capture attention quickly and establish why it is important for the prospect to listen.
- Your value proposition must be stated clearly and confidently, preferably referencing a success story with an existing client to establish credibility.
- Identify what topics or phrases excite the prospects you are trying to reach and engage with them in an unscripted conversation about these.
- Pre-prepared scripts are useful tools but should act more as guidelines for discussion so they do not sound like the typical 6th grader delivering lines in the school play.
Cracking the code on the Right Message on a consistent basis may take a while and is likely to vary depending on the role of the individual prospect. So keep calling and adapt your message to what resonates with your target prospects.