582: Call Scripting 101 - Proven Call Scripting Tips to Help you DOMINATE Cold Calling & Prospecting

Brian Nichols  0:00  
Instead of focusing on winning arguments, we're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics, teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show. Well, happy Monday there, folks, Brian is here on The Brian Nichols Show. And thank you for joining us on a course another fun filled episode. I am as always your humble host. And today, it's you and me. And we're going to be going back to our sales conversations today, more focused on this is actually going to be called scripting. So this might be a little different for some of you folks who have never gotten into the world of cold calling or prospecting. But this is great actionable advice, whether you're a sales professional, an entrepreneur, or if you're in the world of politics, you're trying to raise awareness for a specific candidate, whatever it may be, is going to be a great episode for for you. But first, I want to go ahead and give a shout out to today's sponsor, and that is Young Americans for Liberty, guys, if you want to go ahead and jump headfirst into the liberty movement and make a real impact. Well, I have a great, great opportunity here for you Young Americans for Liberty is currently recruiting campaign field staff to help elect pro Liberty candidates across the country as part of Operation win at the door. And these principles candidates are dedicated to fighting for gun rights, keeping our troops home, parental rights in education, criminal justice reform, ending our senseless spending, and many other winning Liberty policies. And when I say winning, I mean it their work speaks for itself. These are the great guys who in and gals who have helped pass constitutional carry in Indiana, Texas, and Alabama fought the lock downs every step of the way, all while helping make Liberty win. So you want to help make a difference and get Liberty candidates elected across the country. Well, hey, maybe you do. And if so maybe you want to be a part of the fight to actually help make an impact in our insane political climate in 2022. Well, so you can join one of these awesome campaigns now through November 8 Gas covered housing fully provided and you will be compensated a total of $2,800 a month for your work on the campaign trail. So interested hit the Brian Nichols show.com forward slash ya L to apply and make a real change in this country today. That's Brian Nichols. show.com forward slash ya l let's make with Liberty when one more time Brian Nichols show.com. Forward slash ya l All right, folks. So on to today's episode, we're going to talk about scripting and cold calling for scripting. And here's a stat to start things off, that just blew me away the average length of a cold call. And a successful one that is, is around five minutes. It's actually five minutes and 14 seconds, but it's just about five minutes. That's it. Now for a not successful phone call, it's around three minutes. But as brief as these encounters are, it's actually the first three seconds of the call that matters. Now for most of you out there doing cold call even experienced ones out there, the problem isn't the talking about your value, your specific value proposition or convincing your prospect to even book a call with you. Instead, it's that initial interaction that first three to five seconds, where your prospect has determined whether or not they're going to book a call with you. And here's another just mind blowing stat 98% of cold calls end in hang ups rate after that first three to five seconds. Not interested click. But if you can get your prospects to listen after that initial three to five seconds there, then you have a chance to even if it's not a successful booking of an appointment or defining a next step, at least, you've established rapport hopefully, and you've established a task or next step down the road.

All right, so let's talk about the opener. And what you can do to have a better starting off of a cold call or a prospecting call. And I'll actually use my real life prospecting call I use every single day when I'm going out and booking appointments. So it works. I know it works because I use it every single day. So starting things off. Here's how I kick off a cold call. Now remember, I'm in the world of cybersecurity and telecommunication. So my target market in this case, I'm speaking to CIOs, IT directors folks in the technology space. So let's start things off. Hi, Mr. Prospect. My name is Brian Nichols calling from Stratus ip. I had a quick question and I was hoping you could help me out really quick. Do you have two minutes or so? Now from that point right there. I would say seven times out of 10. You're gonna get a yes in terms of like a second or two minutes in this case. And here's why. First and foremost, what we've done is a pattern interrupt. So most sales reps try to do this weird thing where they come off super cheesy, and like, over enthusiastic Now I know my stick is being super energetic, but that's just who I am. I'm an energetic person. But there are the people who are just how are you? I love everything you love. It's Andy Bernard in the office, when he's trying to Mir Michael and Michael doesn't realize the Andy's just liking everything that he likes Season Three for folks playing along in the home game, but this that that's something right there that you want to avoid. You don't want to be this, you know, hyper familiar type of person that's trying to build rapport. What you want to do instead is just acknowledge the elephant in the room. Yeah. Hey, you don't know me. I'm calling. I have a quick question. Yes, I'm a stranger. We haven't spoken. But hey, it's gonna take like two minutes. And that goes into point number two. In the world of wine. There are so many choices. And that's why blood of tyrants, wine has tyrants losing their heads, whether you're looking for a new go to at home, or watching impress your friends at a party. A lot of times wine has you covered. And if you're trying to get rid of some pesky errands in your life, well, we've got that covered too. And the Brian Nichols show.com forward slash wine and get $5 off your order. One more time, Brian Nichols show.com, forward slash wine freemen don't ask permission. So take a sip, you'll be glad you did. Because now that I've already set the stage that, hey, they don't know who I am. But number two, now I've set a time commitment. I'm setting boundaries, it's not going to be an hour long conversation where they're going to sit and listen to me, it's not gonna be even 1520 30 minute conversation, literally, I'm saying two minutes because I don't want them to feel that I'm roping them into a conversation. It's gonna be a time waster. And frankly, I think they also will realize that I'm setting expectations for myself, I value my time. And I'm setting my timeline at two minutes as well, because I have things I had to do as well. So that's number two. Number three, why this will work is because you're asking for a favor. If you're asking people for help. People are naturally I say naturally, most people are naturally going to want to help. Why? Because we're wired to help others, we want to help other people. And in fact, when we help someone in the the mindset of reciprocity, we will find that they're more likely in the future to help us. So it's important for us to take into consideration the idea of asking for a favor, but also into the tone. And if you notice when I did my mock phone call, I wasn't the normal. Hey, it's Brian Nichols here. The Brian Nichols Show wasn't that it was, Hey, my name is Brian Nichols. I'm calling from Stratus. ip. I had a quick question, and I was hoping you could help me out really quick. Do you have two minutes? Notice how I was calm, cool, collected? I'm not calling in saying, hey, it's Brian, can you help me? I have a question. No, I'm

not doing that I'm being calm. Because you're calm, you're less aggressive. And when you're less aggressive, you aren't a threat, you're not going to scare them off. It makes you more inviting. And again, this is so simple, guys, it's literally just a quick 1234 are literally in that that opener of what we're doing here. And if you do this, and you approach things with the pattern, interrupt some time commitment, a favor and tone, then what you're going to find is that you're going to book an appointment, I'd say you know, seven to eight out of every 10 calls you do well may not necessarily book the appointment, I jumped a little too far, but at least continue the conversation right? So we'll get to booking the appointment. So then what you have to do next is is to get some type of follow up steps. So what I do is I try to start things off saying hey, prospect, so I noticed that you in this is where I like to do I like to do a trigger event where I'm noticing in this case that they started a new company. So hey, prospect, I noticed that you recently started at ABC Company. And I guess would you be the person I want to speak to now who handles the the mapping out of unified communications and cybersecurity or is that someone else? So what have I done here? Well, first what I've shown is it shows I've done some research I know that they've recently started so I've recently must have done some digging somewhere to find that out. But I'm also doing is now I'm framing the context for my call the meaning for my call. Why is this guy reaching out to me? And why can I'm gonna do is I'm gonna get a yes or no in this case, yes, I am the person who handles that or no, I'm not and if that's the answer, no, I'm not the person. Well, that that's perfect because I don't want to waste my time going through trying to get somebody into To sit in a solution to solve a problem when they're not the person that I should be speaking to in the first place. So next up, we're going to do is peel back the onion. And just like in Shrek, onions have layers. So we need to get really figuring out what the main issues could be behind these issues. So in this case, I understand unified communications and cybersecurity is going to be the main context, let's say they say yes, I am the person who handles that. So in that case, I would say perfect. So I guess when you're currently vetting out different vendors, when you're doing that, are you doing that on your own, leveraging outside vendors you've already built relationships with? Or is it a kind of combination of both. And in that case, what I'm doing is now I'm helping set up context to continue a conversation. So when we're doing that, what we're doing is we're allowing them to engage in a conversation, because what I'm doing, I'm not trying to sell anything, right, I haven't mentioned a product or a solution of service, anything yet, I'm just talking about a specific area, and how that person handles these different projects. So at this point, we're just trying to really build rapport by going through and having a genuine, real life conversation with our prospect. And that goes right into when you're going for the next step, trying to set that next step, which in many cases, is to have a more formal discovery call, you know, something in that world, or if you're in the world of you're doing a one call close with somebody on the phone, then trying to set up what the next step would be to, to establish the clothes. But in this case, what I would like to always do if you're trying to set up that next step for discovery call, for example, is to try and continue that conversation. So let's say for example, going back to the question about how are you currently vetting out your different vendors? Is that you know, on your own, do you leverage outside vendors you've already worked with in the past a combination of both? Oh, we use a combination of both? I'll use a combination of both. Gotcha, perfect. Well, let me ask you, I guess you know, now that you're kind of going through things right now, are you going to be mapping out any projects in that cybersecurity or unified communication space? Yeah, you know, that might be something that we're looking at for January of next year. You know, we're, we're talking about, but nothing that we've really set as a main conversation for next year yet. Hey, understood, and I'm not sure if you'd be open to this. But would it make sense maybe to sync up maybe next next month, sometime, for a quick 30 minutes or so really, just to kind of see what projects end up being on your roadmap. And if there might be a chance for us to to help you out, I, you know, more or less just want to get to learn more, and then see if there might be a good fit. Does that sound like a good idea.

So what you've done now is you've gone to a natural transition into a close. And in this case, the close is to set that next step to to book the appointment in this case, which would be the discovery call. Now, if you're a sales development rep or in SDR, if you're in the industry, this is a great opportunity for you to book an appointment and make your quota right, because you're based or you're booked. Rather, your quota is based on the number of appointments you book, if you're in sales, this is a great opportunity for you now, to set strong qualified appointments for your funnel. And if you're in the entrepreneurial space, this is a great opportunity for you to go ahead and grow your funnel. And if you're in the political space, it's a great chance for you to meet new voters. And again, make sure that they're in your target market. Remember, I started things off talking about how we're talking to technology professionals, CIOs, IT directors, right. So being able to understand that and with that focus on that target market, but again, meet those new voters and be able to engage in a different conversation versus what they get all the time, right. They get. They're used to the political ads. They're used to the constant mudslinging, folks are looking for a different approach. So if you approach things differently than everybody else out there, guess what you will in turn, stand out. So that is called scripting folks, whether you are in the role of a sales professional and entrepreneur or if you're looking to improve your sales in the world of politics. This is a great episode for you to have in the back pocket there. 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