The Gold Call Blog

Top 6 Avoidable Mistakes Telemarketers Make

Telemarketing can be a great way to increase sales when done the right way. Even if you already have a successful cold call campaign going though, there might be a number of ways you can improve it even further. Here are the top 6 mistakes made during a cold call. Often these mistakes are even written into the script so look out for them:

  1. Mentioning the company first – When you mention the company first you are basically saying “Hi, I’m selling you something and here are 10 reasons to hang up on me right now,” even if you are an awesome company. They’ve either never heard of you, or if they have inevitably already know they don’t want what you’re selling without saying another word… this is true even if they actually really do want what you are selling. Instead start with the problem that you solve for them. “Has your computer crashed, or if it did crash would that be a problem?” or “Are you losing money because of a few bad stocks?” etc.
  1. Asking personal questions as if you know them – “How are you?” You’d be surprised how many scripts say this somewhere at the beginning. It’s a nice thought sure, but unless you are selling a vitamin or exercise equipment, or something to make them feel better it is pretty inconsequential. Now, this is not to be cold or callous, if chitchat created a real repertoire than fine, the problem is the one you are talking to does not believe that you care. You sound insincere to them, even if you happen to be sincere. So skip the “how are you?” and anything similar… even if it’s in the script. Even worse, it gives them another opportunity to hang up. Maybe you just reminded them they are not in the mood to talk to you when you asked them how they felt.


  1. Asking if now is a good time – It’s never going to be a good time when it comes to listening to someone trying to sell them something. That’s just how it is. Asking them if it is a good time just gives them one more excuse to hang up or reschedule, so it is best to not bring it up at all.
  1. Talking about yourself, or your company, or whoever happens to be in the room – Unless it is absolutely essential, not a single sentence should contain the words “we” “I” or “us”. “We’re selling carpet cleaner.” The natural reaction is “what’s that have to do with me?” Everything should be about the person you have on the phone at all times.
  1. Have a reason handy as to why you are contacting them – This may or may not be in the script or part of your regular rap, but it might be a good idea. No one likes to feel like you called them because they were on a list. Instead have something like “Businesses in your area have had problems with computers crashing” if you sell something that fixes this for instance.
  1. Always give them something before you ask for something – It doesn’t matter so much what it is, as long is it is something. Never simply ask them to buy, or ask for an appointment unless you’ve given them 10% off, a free trial, something.

Don't make these mistakes on your cold calls, be sure to check out Peter Ekstroms Cold Calling Techniques.

How to Make a Customer-Friendly Cold Call

When you are having a conversation with someone, how do you make sure you keep their interest? You talk about them instead of yourself of course, so why should a cold call be any different? Showing a person that you are interested in them naturally makes them more receptive to speaking with you and that is the first step to a successful cold call.

How can I put the customer first and still sell?

  1. Listening to them and talking about their needs does not mean you do not have control over the conversation. Quite the opposite actually, it gives you more control. The key is to drive the conversation toward the problem that your product or service will solve for them.
  2. Separate yourself from your product or service for the first part of the conversation. Pretend that you are working together to solve a problem instead of looking at the person on the line as another sale in the books. This mental step creates a situation where, once you introduce you product or service, it sounds more natural and genuine and increases your odds of making the sale.
  3. As you are describing the benefits of what you are selling, concentrate on the problems discussed in your conversation. Even if you script goes in a different direction focus on the things that seemed a greater concern to the one you are talking to. This is a level of insight you never could have reached had you simply treated the phone call like a “sales call.”

Let’s look at an example of how to do this:

Let’s look at the financial industry for example. This is a pretty common area which often uses cold call campaigns as a selling tactic. Normally it would go something like this, “Hi, I’m calling to find out if you would be interested in making more money.” Okay, that’s what a lot of scripts sound like. It’s not as effective as the authors would like to think for the simple reason, it sounds like someone selling something… like a million people trying to sell something.

Try something like, “I was wondering if there was any area of your portfolio that isn’t making as much money as it could?” No doubt everyone in finance has at least one area, and now you are talking about them, not telling them “Hey idiot, buy this if you like money.” –which is kind of what people hear with the first example.

Opening the conversation this way does a number of things; it keeps people on the phone longer which is half the battle, it lets them know you are actually interested in them and not just trying to sell them something, it gives you insight as to the precise problem they have, allowing you to incorporate the important benefits later in the conversation when you do finally introduce your solution.

This tactic will work for just about any industry. Come up with a handful of conversations starters that use this method and see what works most often. Click here for more Cold Calling Tips.

Handling Objections - Head them off at the pass...

The best way to overcome objections from sales prospects is to make sure they don't come up in the first place. Head them off at the pass... If you can get out in front of an objection before it comes up, you have a better chance of making sure it never comes up. By definition, objections are statements that prospects make in response to being offered something. If you offer to drop by next Tuesday, your prospect can raise the objection that Tuesday isn't good. Objections are also standard equipment for any prospect in need of a quick excuse to avoid making any commitment to you.
What if we sold in a world where there are virtually no objections, and anytime an objection was raised, you could handle it with ease? Is it possible? Perhaps, if you can head the objection off at the pass, and keep it from coming up in the first place.
I think salespeople struggle with objections because they don't understand what an objection really is. I also don't think salespeople understand how much they help prospects bring up objections. They shoot themselves in the foot because they talk too much, and that's just what a prospect needs to raise an objection.
I've already defined what an objection is, so let's examine how salespeople help their prospects bring up objections. Whenever someone speaks to another person, and the other person responds, it's called an exchange. Two people speak, and they form their response based on what they other person said to them. It works like a tennis match, it's back and forth until the conversation is over. As for objections in conversation, when you propose something to a prospect, or make a claim about your product, it signals prospects that it's time for them to respond in some way. Unfortunately with objections, they tend to be negative (for you). So, if you offer something to a prospect that you know in advance would generate a negative response, do you think it makes sense to offer it anyway? Of course not, but that's what salespeople do.
The best way to head objections off at the pass is to stop offering things to prospects, or making a claim about your product, and start asking simple questions that qualify them. Ask them for time to talk, ask whether they are the right person to call, ask if they have a problem, and so on. And, only give a short introduction of your business in terms of the specific problem you solve. Exercise your Miranda rights, and don't say anything that'll get you into trouble. Spare them the details early on. Say less up front, and you'll find there's less for prospects to object to. That's how you head the objection off at the pass!

Why Choose a Telemarketing Firm for B2B Telemarketing

The majority of b2b industries at some point are going to need to utilize telephone marketing. It’s just the nature of the business, especially for small businesses. For most business to business companies initiating personal contact is absolutely essential for conversions, other mediums like television and even the internet simply are not targeted enough, and waiting for your potential client to contact you probably isn’t going to give you the results you need to stay afloat.

That’s okay because despite its reputation, b2b telemarketing can actually be an efficient, useful tool. And when it’s done the right way will leave those you contact with a positive impression of you and your company.

Why telemarketing works for b2b

  1. While a consumer based business can benefit from telemarketing in many instances as well, with a b2b model it can be even more useful. The decision makers you want to talk to are usually busy, that means they are not necessarily looking for a new supplier for a particular product or service, at least not actively, so flyers, commercials, etc are not going to get through to a lot of these businesses in most instances (that is not to say other mediums are not good for brand awareness. If you can afford it, it can be helpful because when you call about your product or service they will say “yeah, I heard of that” instead of “who the heck are you now?”) In order to get through you need actual human contact and you need to get their mind on how your product or service will make their job easier and their business more successful.
  1. Each business has very specific needs, more so even than consumers as a matter of fact, and chances are your product or service is a larger investment than what would be marketed via phone to the consumer. You have far more opportunity to individualize your presentation for a specific business’ needs with a telemarketer than with other mediums with which you would need a very generalized presentation in order to kind of “blanket” your potential clients. This may or may not be 100% attainable on the initial contact, but once you’re in the door you have all the chance in the world to better present your benefits.
  1. Speaking of getting a foot in the door; the decision makers in most businesses across the board need to have that real human contact before they are willing to make a new investment or to switch whom they get a product or service from currently. A good telemarketer can do just that, get you to the person who ultimately will make the decision.

If you are a business that sells to businesses, you know how important it is to use every tool at your disposal in order to get in touch with the people who have the power to decide whether to use your product or service. It’s not an easy task. Telemarketing done the right way is one of the most efficient and effective ways to get the job done and to increase conversions.

Should I Hire a Telemarketing Firm for My B2B Telemarketing Campaign?

So you’ve decided to try telemarketing in order to increase your B2B conversions. Or perhaps you’ve already tried it and think there might be a better way? Either way you are in the exact right place because we are going to help you choose just the right telemarketing firm for your business.

So why telemarketing?

Long story short, you need to get a hold of the decision makers in the industry you sell to and they are very busy people. For most business to business companies you are selling a product or service that your target is either not necessarily looking for (or that it exists isn’t even on their radar) or they already have another provider. And so even if you advertise and market through other channels you might not be getting their attention. Telemarketing done the right way can give you that foot in the door you need to show these businesses the benefits your product or service can provide to these businesses.

Hire vs. In-House

One option is to do this in-house, and some companies do choose to go this route. How much experience do you have in this field? Do you have the bandwidth to open an additional branch? Do you have the floor room? Can you train these callers? There is a lot to consider. Perhaps you have a seasonal service and you only need to market on the telephone months of the year. There are a hundred variable to consider while making this decision and the answer isn’t always the same.

There are some advantages to hiring out a telemarketing firm though:

  1. Maybe this is your first time trying phone sales for your business to business model. If so you might want to try a test run before investing in your own phone room, it is actually suggested you do so given the size of the investment.
  2. If you are a seasonal company than the advantage is obvious. Telemarketing companies have a number of clients so they don’t have to worry about re-hiring each season. You only use them when you need them.
  3. Telemarketing, despite its reputation perhaps, is something of a skill, and having a source that has already-trained telemarketers in place will save you a lot of time in training and perfecting your scripts.
  4. Expertise is another great benefit. A telemarketing firm will have experience with all sorts of industries, and an outside perspective very often will help you better sell your product. A combination of experience with other b2b sales along with the specific specialty of telephone marketing can be an invaluable resource for you b2b company, and it is something you may have a lot of trouble finding if you are trying to hire for an in-house phone room.
  5. A telemarketing company will have the capacity to increase the number of calls or decrease the number of calls depending on your needs at a specific time without worrying about manpower.
  6. A telemarketing firm will have the infrastructure you need for a call campaign of any size and in many instances may even be able to help you build a call list.

Reasons Your Cold Call Campaign Might be Failing You

As you likely understand by now, the cold call is a difficult tactic, one that can pay off big when done effectively, but something that takes quite a bit of work to get just right.

Let’s consider for a second precisely what is going on with the cold call. A complete stranger is:

  1. Bugging a very busy person out of nowhere, inevitably when they are busiest, usually when someone else is on the line it seems, or maybe they’re eating dinner.
  1. This is made worse for b2b when you can’t even get a hold of the right person immediately. You need to get through the secretaries and other gatekeepers whose job in many instances may specifically be to keep telemarketers out of their boss’s ear.
  1. Then they are trying to sell that person something 99/100 they don’t want, never heard of, and don’t care about.

That’s a lot to overcome. Still, with the right approach cold calls can be successful so let’s review some things that may be going wrong if you are not getting the results you would like from you cold call campaign:

  1. Are your call agents motivated? Whether you hire out your telemarketing or do it in-house, you have to know that the people doing the talking want to sell your product or service. Boredom and indifference come through over the phone, and they are contagious so make sure the telemarketers are motivated.
  1. Are the callers fallowing the structure of the script? In order to stay personable, usually you want your phone agents to be able to speak in a natural way, which may mean a couple minor changes to the word for word thing they are reading from (hopefully that they have memorized by now). But your script was written a specific way for a reason; that is to give you the best possible opportunity to reach the most possible people. Make sure the phone agents are following the structure of the script with the introduction, description, benefits, price, value, etc. or the structure your script follows. A good telemarketer uses the script to their advantage.
  1. Do your callers really know the product? Selling some vague thing is not easy. Selling something you know inside out is pretty simple to a good salesperson. Make sure all of your callers understand your product inside and out. They should know your product or service nearly as well as you do yourself.
  1. What’s their attitude? Humans aren’t robots and even your best sales person is going to have a bad day. Make sure your call center has a positive “feel” “look” whatever it is in order that your call agents can pick up their mood to make that sale. Selling over the phone isn’t easy, and your telemarketers experience an unbelievable amount of rejection even on a good day, so make it easier for them at least as far as the rest of the office goes.
  1. Do your phone sales people know their target? In large part your script should take this into consideration and so the tone of it should make it simpler to speak to that specific target, it is still essential your callers know the target as well.

How to Choose the Right B2B Telemarketing Firm

Just about every business owner at some point is going to consider hiring a telemarketing firm in order to increase sales. This is especially true if you sell a product or service to other businesses. Getting your foot in the door is important, and actual human contact is the best way to do just that. Hiring a telemarketing firm has all kinds of great advantages: it eliminates the need to do your own hiring, background checks, interviews etc, you don’t need to search for a management and supervisor team, you don’t need to come up with the floor space for a call room or two, the infrastructure is already in place, and it is way easier to scale back your call list or increase your calls quickly and easily because telemarketing firms already have everything needed to do just that in place. In fact, despite that initially most telemarketing firms sound pretty pricy; you are often actually saving money by hiring this essential function out.

On the downside, how do you know an outsourced telemarketer is representing your brand in the best possible light? How do you know they are really doing everything they can to sell your product? Are they even sticking to the script (as much as is essential)? These are some pretty important questions. Fortunately they are questions that do have answers. There are some great telemarketing companies out there.

Choosing the right telemarketer

  1. Research the firm. They want your business and are going to put themselves in the best possible light, but check their background and find out how satisfied past clients have been with their work.
  1. Check their pricing. You will hear cheaper is better. They are lying. If one sale isn’t worth at least a couple hundred phone calls you are not charging enough, so concentrate more on how many sales you are going to get from the company you hire. That said there is a reason some call centers are more expensive. Find out where the money goes. Do they have good salespeople? Awesome, probably worth it then, they’re the ones selling. Do they have a vast infrastructure and impressive call lists? Do they offer script services? Where are they located? India? If so is your target interested in hiring a company that outsourced their call center to India? It’s something to put a lot of thought into.
  1. Look for telemarketing firms that offer a plan based on results. A telemarketing firm that charges per sales or per contacts for call backs or some form of this system is showing a couple things; they are confident in their ability and they are going to put the work in so they can make a lot of money at the same time you do. You won’t always be able to find a company that will accept this plan for every industry but it is definitely something to look for.

There are a lot of telemarketing companies out there that can handle your business, but not all of them will do a great job, so be sure to do your research before hiring someone.

5 Things to Try if Your Cold Call Campaign is Not Performing to Your Expectations

Cold calls are hard for even the most seasoned sales people. It takes a combination of a great script, a smart pitch, enthusiasm, the right phone numbers just to start with, your individual telemarketers must have a knack for it and must be in the right state of mind during each and every call, then after all of that simple blind timing is important too. Communicating to a perfect stranger, than trying to sell something to them that they most likely never even heard of and didn’t particularly want until your sales person convinces them otherwise can wear on just about anyone.

All of that said there are many examples of very successful cold call campaigns. There are a number of things you will want to look at first if your telemarketing isn’t paying off as much as it should before scrapping the call list or rewriting the script from the beginning:

5 Great Tips for Making Sure Telemarketers are Performing Their Best

  1. Motivate the troops – Motivation is key to making a sale over the phone. Boredom and indifference are contagious and if your sales people are feeling this way it won’t be long until your potential customers feel that way about your product or service, so make sure your callers are motivated.
  1. Do they know the script? – Some call centers have a loose script, after all the sale is the main concern and if your salespeople can pool that off without reciting something off of a piece of paper more power to them. Your script was written a certain way for a reason though (at least if it is a good script) and following the script format at the very least should be a tool to make sales, not a hindrance. Make sure callers are following the structure on every call.
  1. Know the product – It is a lot easier to sell something you understand. Make sure all of your cold callers know whichever product or service they are selling inside and out. If they don’t know the product, teach them. This is absolutely essential.
  1. How’s their attitude? – Perhaps related to motivation as well, but it’s not just motivation it’s overall mood. Again, people can tell what another’s feeling over the phone and this really does effect how receptive they are going to be. Telemarketing is a tough business and even your best sales people are going to have off days, do what you can to keep your workers in a positive state of mind.
  1. Know who you are selling your product or service to – Knowing the product or service isn’t enough. You also need to know who you are selling that product or service to. Every target is different and in large part your script should reflect a particular tone that will most efficiently and effectively communicate the benefits of that product or service. Even so it is important the person calling also understands the specific target you are selling to.

Why Can't Prospects Just Say "No"?

Some prospects just can't say "No"! The fact is that most prospects take to the middle ground of 'thinking it over' when they really want to say "NO". The problem is that they don't have the guts to tell you. This can drive you crazy if you don't manage your expectations in advance, and know how to effectively deal with those prospects that just can't say "No".

I had a phone conversation with a sales prospect of mine today. We had met at a seminar I conducted earlier this week, and at the end of the seminar I passed around an application for my next Gold Call Club training class the following week. I told the audience as I passed out the applications that by filling out the application it meant that they were interested in paying the $250 to join the club. I went as far as to say that they shouldn't feel any pressure to sign up, and that if they weren't interested, by all means don't fill out and return the application! Could I have been any more up front, and fair about it?
Once the seminar ended, several people came up to me and handed in their applications. All followed through and made their purchase on-line except one. After a couple of days I called him up on the phone and asked whether he had received my email. He told me that he hadn't been on his computer in 2 days. "Uh Oh"! I said to myself, and from what I could gather from the tone of his voice, I started to get that sinking feeling that this guy is about to back out of the class.
So... I reiterated what it was that I said to the seminar group two nights ago that there was no pressure to say "No", and asked my prospect if I should cross his name off the class roster. That's when he stalled by saying, "No, I just need to digest his stuff first". Huh? After a 2 hour seminar, and answering all his questions following the seminar, now he needs to 'eat' and digest' my course to figure out what he wants to do? Baloney!
Why didn't he just say "No"? After all, that's what he wanted to say, or something to that effect. But no, this prospect just could not tell me the honest truth, and tell me "No". He wanted to play games and 'Think it Over' instead.
How many times have you had prospects avoid making a decision, even after you've laid out the ground rules, and given them permission to say "no" if they weren't interested? Frustrating isn't it?
In my career I've had all sorts of 'Think it Over Prospects'. Some are animals - They want to; "Bear it in mind". Others are insomniacs, and have told me that they "want to sleep on it". As for my prospect this week, he was on a diet, and wanted to "digest" my application.
Despite my encouragement, my prospect refused to tell me "No". Sure I could have gone on and on, wearing him down until he finally gave up and told me "NO". But I just decided to let it go. Why get all worked up over a prospect that just wants to 'pull my chain'?
I ended the call politely, but as I hung up the phone I crossed out his name on the application, and threw it in the trash wondering why he bothered to fill out the application in the first place.
Some prospects just can't say "No". Instead they say things like "digest it", "sleep on it", "bear it in mind", "noodle it over", "maybe", "possibly", "perhaps". Whenever I hear these little quips, I know it's a "No". No sense in fooling myself that it means anything else...

How to Perfect Your Pitch – Telemarketing Cold Call How to Guide

So you have an A+ telemarketing script, a great sales team, a good product and a long list of numbers for potential sales. Whether you are selling a product or service to businesses or if you are selling directly to the consumer how you “pitch” is just as important as the actual words written down on the piece of paper in front of the sales team making the calls. Pitch is literally the tone you are communicating in. Your target audience isn’t just listening to the words you say; they are listening to how you say them.


Word for Word?

Usually yes. While the exact words are not going to appeal to every single potential customer and a change here and there may “catch the ear” of an individual more so than the original your script should have been written in such a way to appeal to more of your potential customers. Since you do not know necessarily exactly what would be more appealing for any individual you are talking to, sticking to the script has the best odds of working. It’s a numbers game in most instances.


At the same time it has to sound natural. Do you have a great sales guy or girl that “sounds a little off” when they phrase something the way it is written? If they are good, let it go. They’ll make more sales for having the leeway most likely. The only thing worse than a bad script is a great script mangled by someone who just doesn’t “talk that way” naturally.


All of that said, every salesperson should have that script down so well they can repeat it and sound perfectly natural doing so in their sleep. Make sure they practice. Repetition is the key.


Consider your audience

This is something that should have been covered during the writing of the script, but it continues to be a consideration during the actual presentation, during the phone call.


Always be professional, and always be polite. Keep in mind who you are talking to though. If you are selling to the CEO of a company they are going to have an entire different set of concerns and different expectations from a sales pitch than say a stay at home mom or other consumer target audience.


Get to the point

Polite and professional are well and good, but people don’t want to listen to you being polite and professional all day long. In fact chances are they don’t even want to be on the phone with you and would desperately love the opportunity to hang up on you.


So get to the point. The point of any pitch is what can this product or service do for them? How does it make their life easier? How does it save them money? What are the benefits? How you get this point across is not nearly as important as getting the point across fast and effectively. Many like asking a question; “what if we told you (fill in the blank great thing)? Than ask for a few minutes of their time to delve deeper. This might sound too “telemarketer” for a lot of people, but it’s one of the most common tactics so go with it if you can’t come up with something better.

Cold Call Tips & Advice for Small Business

You’re a small business, and you have been looking for a way to increase your customer base. The web is fine and good, even television and radio spots, but perhaps you are looking for a way to get more direct interaction with potential customers. Cold calling can sometimes be a great way to grow your business. There are a few things you will want to keep in mind as you plan for a cold call campaign:


  1. Have a goalSELL, SELL, SELL! No, no, no. The goal of cold calls isn’t necessarily to make that sale right then and there, in fact if you have any concern for your brand desperately trying to sell to perfect strangers over the phone can create a deep disdain for you and your brand in the mind of those you’ve been bothering at dinner time. The goal of cold calls is to create an opportunity for a sale. Keep this in mind during every step of the process, from writing you script to the actual phone calls and your final call to action during the phone call.


  1. Know your target – Every audience is different, and this goes way beyond B2B and B2C. You need a different tone, pitch, script, presentation even call list depending on what you are selling, who would be interested in what you are selling etc. If you think, (which many business owners do think) that every human on earth should love your product you are not being honest with yourself and you are not targeting your sales method enough to be effective.


  1. Don’t be a cartoon character of a telemarketer – Telemarketing has a bad enough name all on its own without you being overly aggressive during the call. Be direct, present the benefits clearly, ask them to buy and if not ask them if it is alright to contact them again. Don’t get rude, desperate or demanding. So maybe acting that way will make one or two old ladies buy your product? Is that worth all of the damage it does to your brand when they tell friends and family about the horrible person who forced them to buy this thing they don’t want?


  1. Tell them who you are – Did you know that there are cold call companies that actually don’t want people to know who they are? Insane right? That’s because they depend on hard sell tactics that don’t really work that well, and they don’t want all the people they are rude to on the phone to know who they really are. This is stupid. Be polite, and let them know who you are. The number of people who need what you are selling this very instant is naturally going to be small. A much, much bigger number are all of those who will need what you are selling eventually, and you want them to remember who you are, how polite you were, how much you cared about taking their precious time.


  1. Keep track of who you talk to – Have a way to mark where in the conversation you left off with any potential customer. It’s easy. There should be a way to indicate this in the script. It makes potential customers feel like a real person (they are real people) when you call back, instead of a number on a list somewhere.

Top 3 Easy Tips for Simple and Fast Cold Calls

If you are a salesperson, at some point you inevitably are going to have to make one or more of these dreaded calls—for some it’s a daily thing. If you dread the idea as much as most than you may want to get a few tips on how to make these calls as painless as possible, while at the same time getting the maximum effect from your cold call. Here are the top three tips for anyone who has to make a cold call, has to be effective during the call, but really, really doesn’t want to do it.


  1. Thank them for taking the call. This is like a Jedi mind trick. If you immediately thank them it first shows a level of professionalism and appreciation for the fact that you most likely are taking up some important time they’d rather spend on something that does not involve talking to a perfect stranger who is trying to sell them something, while at the very same time making it difficult to hang up immediately. Some will still hang up immediately, but it is human nature to listen for a few extra seconds at least if they’ve just been thanked for their time.


  1. Don’t waste your pitch on the secretary and other non-decision makers. If the person you need to speak with is not available simply call back later. A lot of people in the cold call business become almost self-destructive in their cynicism, assuming every “he’s in a meeting” is a blatant lie and the receptionist is out to get them personally or something. The fact is, sometimes people are at meetings, sometimes they’re not in the office, and yes, sometimes they just don’t want to talk to a salesperson on the phone, and even if they are purposefully trying to ruin your day (they’re not), why waist time worrying about it? Thank them, ask for a good time to call back, and call back later.


  1. Name and exact time and date for an appointment. Even if you can realistically talk to them at any time and on any day, giving an exact time and date tells them that you are serious and it is a lot harder to blow you off when you ask for an exact time and date. Meanwhile being indecisive gives the impression you like to waist time, aren’t decisive, and it makes it a lot easier to blow you off. Most of the time they will have a counter date and time they will be available, and that is fine, as long as you are starting with an exact time and not be general.


Cold Calls can be a lot simpler and a lot more effective however when done the right way. Stay professional and have a plan, and follow these tips and the entire process will be a lot easier, and you will get a lot more positive responses.

Tips for Telemarketing Cold Calling Scripts that Get Results

Whether it is a cold call or if you are calling off of a list of prior contacts, having a great script is what can make or break a sale. There are numerous factors contributing to the success of a telemarketing script, and any telemarketer that is not taking into consideration factors like their target audience and the item or service they are selling is missing the primary concerns which should be taken into account as you are coming up with a great sales script that gets results.

Where do I find a script?

You need not long any further than the site you are currently on.  Our Gold Call Script Builder: will help you to create the perfect cold calling script.

Write your own script

If you don’t have time to find a professional to write your script or if you simply don’t have the funds to hire someone, than you are going to have to write it yourself.



  1. Thank them for taking the call.
  2. Identify a problem that you product or service solves.
  3. Highlight benefits of your product or service.
  4. Stress how they specifically will benefit, the time they will save, the money they will save, the money they will make, all relevant points specific to them.
  5. Have a call to action. Don’t wait for them to ask you to buy whatever, tell them to buy whatever. Many a sale is lost for the simple reason the salesperson forgets to ask them to buy.


B2B vs. B2C

If you are selling to a business you need to maintain a higher level of professionalism. Write your script to appeal to a business as a whole, but also to specifically appeal to the individual you are speaking to. What does that mean? If you are contacting facility managers about the energy efficient lighting you sell to businesses for example, tell them how they, the facility manager is going to have less work, will save the company money, will look better. You aren’t just selling to that person, you are selling to the company and you want them to know that you are there to make them look better.


When you are selling to consumer, remain professional but do not use the “business speak” you would use with a business. You likely have a feel for the difference, it means avoiding overused phrasing board rooms love but individuals hate like “facilitate” “synergy” etc. Though you want a more personable feel to the call, stick to the points covered in the overview above.


Cold Calling Tips that Lead to More Sales Faster

It’s everyone’s goal right? More sales faster, at the very least a call back number or leave the people you call with a positive opinion of your brand and what you represent. There are a few really simple and really direct things you may not be doing right now during your cold calls, which once you incorporate will inevitably lead to more sales.

  1. Find out if you are talking to the right person – With cold calls you never who you are going to get on the phone right? How you do this may depend on what you are selling and whether it is a consumer based product or service or if you are selling to businesses. Here is the simplest example, after a very brief introduction a company that sells wine asks, “Do you like wine.” If they don’t, you’re talking to the wrong person. Now, you may want to ask if “anyone in the household likes wine” or around the Holidays “do you know anyone who likes wine,” incase they would like to give it as a gift. Yours may not be that simple, but as simply as possible and as soon as possible ask them if they are interested in what you are selling. You will save a lot of time and effort that way.
  1. Script or not to script – Have the script memorized word for word and understand it so well you can recite it in your sleep. Then if it doesn’t sound natural when you speak it, get rid of it. You need to cover every important facet of the script in the order it is written down, but you absolutely have to sound natural. If you don’t sound natural reciting scripts don’t recite scripts.
  1. Positive thinking – Telemarketers experience more rejection in any given day than most people experience in an entire year. You and your sales team are not robots, and it doesn’t matter how hard core you are, eventually at some point it is going to start to hurt even if the logical side of your brain is telling you it’s not you it’s just the job. Well, your logical brain is right but it’s okay to be human. Take a breath, think positive. Don’t make that next call until you are mentally ready. You are mentally ready when you’re smiling again and when you are thinking and expecting positive results. People hear you’re mood, it’s like a 6th sense we have and few if anyone can fake it.
  1. Keep a happy office – Telemarketing is a notoriously dark and cut-throat business… it shouldn’t be though. Sure you need to make sure everyone is doing their job, but it’s a hard job and happy sellers sell more. This is especially important in light of the number of “no’s” your workers are going to hear on any given day. So keep things happy in the office.

There are a number of ways to help yourself and your team get more sales and increase you brand awareness, in a positive manner. Follow the above simple steps and you are sure to see improvements in some of your numbers.

Sales is a 'People Business'

Like my old man used to say to me when I was a 'young buck' - "If I've told you once, I've told you a thousand times..."  So allow me to say for the 1000th time - "Sales is a 'People Business". The sales call is NOT about you, and what you want, it's about the prospect, and their feelings. If you miss a critical opportunity to turn the focus of the call to your prospect's feelings, and what's important to them, then you've missed a critical step required to build rapport.

Although the Gold Call Script choreographs simple dialogue, and gets you to the 'close' quickly, it's main purpose is to serve as a framework for building normal sounding conversation at a 'peer-level' with prospects. On the attached call recording you will hear an exchange I had with a controller of a bank in Cincinnati, OH. Right away Ms. Controller sounds like she's having a bad morning. That's when I decided to get out in front of the problem, rather than wait for it to blow up in my face!

Handling Agressive Prospects... by Dealbuilders

If your prospect sounds like my prospect did this morning, don't ask for 10-seconds and jump into your Gold Call 'Lemonade Statement'. You've got a problem prospect, and you MUST deal with that immediately. That's why when 'angry' prospects answer their phone, you need to quickly jump to, "Sounds Like I couldn't have picked a worse time to call you". This will instantly call your prospect's attention to how they answered the phone, and the reason for their behavior. You'll find that most prospects will catch themselves, and readjust their tone, and realize that being angry at someone they don't know is just plain silly. (You see most people really do have a heart, and are conscious about their interaction with others).
The lesson in all this is to remember to 'fight' all your battles up front, don't wait! Just remember to have EMPATHY with prospects. It's all about them, right? On this call I am playful and understanding, and most importantly, I turned a negative into a positive. Although I didn't close a new prospect, that was just for this call. The next time around it could be different. Next time I will get a name and phone number and a closed appointment all because I faced the problem up front, and let my prospect know that I understand their feelings.
Happy Hunting...