To ensure your brand messaging remains consistent, you have to master how to write an appointment-setting script. To do so, you’ll need to have already created well-defined buyer personas.
In this chapter, we’ll go over:
- How to develop a script for cold calling
- Evolving your cold calling template
- Two sales pitch examples
Download the Ultimate B2B Appointment Setting Guide
Don’t have time to read the whole guide right now? Download the PDF version of the guide.
How to develop a script for cold calling
In every strong cold-calling script, there are four core components:
- Introduction and the reason for your call
- How you found their contact information*
- Brief value proposition and elevator pitch
- A call-to-action for a sales meeting
Before you start drafting your script, you should read up on cold-calling best practices. For example, you should personalize your script to directly address your buyer persona’s pain point. This will ultimately boost your conversion rates.
Introduction and the reason for your call
Quickly state who you are, who you work for, and the main reason for your call. Make sure you are concise and confident in your delivery, as you only have seconds to keep prospects engaged on the phone.
How you found their contact information
As stated earlier, you should refrain from mentioning getting their contact information from a data provider.
But let’s say you are following up on a contact form inquiry. You can quickly state how you just got their message and that you are excited to connect.
Brief value proposition and elevator pitch
An elevator pitch is a value proposition statement that your SDRs can use on their calls and voicemails to provide a brief company introduction and a call to action.
As a rule of thumb, your value proposition should be simple and easy to understand. Keep in mind that your prospects may not be familiar with technical jargon, so make sure you keep your pitch as approachable as possible.
A call to action for a sales meeting
Lastly, wrap up your introductory monologue with a low-commitment ask. We’ve seen more success when you ask a simple yes or no question, such as:
- Are you the right person to contact?
- Do you have a couple of minutes to view a short demo?
- Are you looking for a new [INSERT YOUR SOLUTION]?
This encourages the prospect to stay on the phone and answer your questions.
Keep in mind that the average prospect says “no” four times before finally agreeing to a sale. This is why you should create a touch cadence based on how interested they seem in your solution. We’ll cover how to create an effective touch cadence in the next chapter.
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Evolving your cold calling template
You should always treat your appointment setting script as a dynamic document. In fact, you should encourage your SDRs to consistently give you feedback to improve your SDR processes and playbook.
For example, if your prospects respond particularly well to a soundbite, record it! Here are some examples of talk tracks:
- SmartHealth Award-Winning Platform
- Mobile app for patients
- Dashboard for staff that updates with real-time behavioral data
- Increases the growth and retention of the patient base
- Clinics that use our platform have seen a major spike in patient referrals
- HIPAA Compliant messaging system, Video Conferencing coming later in 2018.
- Stay in touch and feel supported between consultations/appointments
- Patients can handle scheduling at their discretion
- We say “custom mobile app” because we customize what the patients log:
- Any metrics they measure specific to their program
- Any meal replacements or supplements they offer
Sales Pitch Examples
Here are two examples of a sales pitch — depending on whether you know the correct point of contact.
If the point of contact is unknown
Hi [Prospect’s name]! This is [SDR’s name] with [SDR’s company]. I want to speak with the decision maker of the clinic about our award-winning technology platform for weight loss clinics. Would you be the correct point of contact, or do you know who might be?
If you have the correct point of contact
My VP wanted me to reach out to weight loss clinics that we feel would be a great fit for our full-featured weight loss platform and provide a short demo. We’re also recipients of the 2018 SmartHealth Award for our technology.
We help expand the relationship and engagement with patients outside clinic visits and help track and address difficult-to-manage chronic behavioral challenges.
In addition, we drive revenue from increased retention, referrals, reactivations, and even device sales.
Do you have a couple of minutes this afternoon to view a short demo?
EBQ Tip: Looking for more sales pitch examples? Make sure you check out our Best Cold Call Scripts for Software Sales.
Download the Ultimate B2B Appointment Setting Guide
Don’t have time to read the whole guide right now? Download the PDF version of the guide.
How to Make a Sales Pitch the Easy Way
When developing your sales pitch, make sure you write a cold-calling script for every buyer persona. Your pitch should be concise and directly address the prospect’s pain points.
But your cold-calling script is only as strong as your SDRs. If you’re looking for appointment-setting experts, consider partnering with EBQ. We’ve been the leading lead generation company for the past 17+ years, so we know how to integrate our proven processes with your unique business workflows seamlessly.
