The most important facts summarized in a nutshell:
- Scripts are tools, not texts for memorizing.
- Authenticity opens doors at every stage of the sales conversation.
- There is no magic sentence or a correct answer to an objection. Find your own style, because after all, there are many roads to Rome.
If you rattle down your pitch like a tape, you shouldn't even call.
Cold calling is not a play. Nevertheless, many sales reps make phone calls as if they were on stage with stage fright and were reciting a script they had learned by heart that doesn't really fit. The result: They appear inauthentic.
The problem is simple: Your counterpart will hear it immediately. The conversation loses tension and interest is lost before it's even clear what it's about.
Scripts are important. They are there to give you a common thread. But your own thinking won't do it for you.
How to use scripts without getting lost in them
A good cold calling script gives structure. It ensures that you keep track of conversations. However, how you deal with it is crucial.
Structure is a duty, acting is poison
A script provides security, especially for demanding phone calls. However, if you try to reproduce each line exactly as it is there, you'll quickly sound like a robot. And no one wants to talk to a robot.
Therefore, use your script as a compass, not as a script.
Convey the content in your own words, just as you would in real life. The best cold calls don't feel artificial, they feel like a real conversation.
It is not the opener who makes the appointment, but you
One of the most common questions is: “Which opener should I use? ”
The honest answer: There are lots of openers that work.
It is not the sentence that is decisive, but whether it suits you and whether you feel comfortable with it.
Call opener examples:
1. A permission-based opener:
“Hello Mr. Müller, may I briefly tell you what this is about? You then decide whether this is relevant to you. ”
2. A non-permission-based opener:
“Hello Mr. Müller, I'll be brief. I'm calling you for the following reason...”
3. A direct opener:
“I'd love to make an appointment with you. From your point of view, what is the best way to go about this? ”
Appointments can be made with all variants. Not because the sentences are magical, but because you, as a caller, are convincing and get the start across authentically.
If you try to copy someone, you won't book an appointment.
In short: There is no perfect opener. What you need is a start that sounds like you.
Speak as you would with acquaintances: clearly, directly and respectfully. Within a few seconds, your counterpart will notice whether you are pretending or authentic. And that is exactly what makes the difference.
3 ways to respond to classic cold calling objections
In cold calling, there are some objections that almost everyone is familiar with. In the next section, we'll look at three typical reactions and show possible ways you can deal with them.
Typical objection: “You'd better send me an email”
Answer variant 1:
“Have you ever received an email that was better than a quick conversation? ”
Answer variant 2:
“I would be happy to send you an email. So that I don't send anything irrelevant, may I ask you a quick question? Most [personas] in [industry] are either struggling with [Problem A] or [Problem B]. Which is more true for you? ”
Answer variant 3:
“Before I send you anything, let me briefly explain what it's about. This allows you to better assess whether an email makes sense at all. ”
Typical objection: “I don't have time right now”
Answer variant 1:
“No problem, I have to make an appointment myself in 2 minutes. ”
Answer variant 2:
“I understand, I wasn't expecting a long conversation either. May I summarize what it is about in one or two sentences? If it's relevant, we'll talk in more detail tomorrow. ”
Answer variant 3:
“I'll be brief now that I've already got you on the phone. The reason for my call is as follows...”
Typical objection: “I'm not interested”
Answer variant 1:
“Is that because you find my voice unpleasant, or because you don't like salespeople in general? ”
Answer variant 2:
“Mr. Müller, I understand that. May I ask briefly: Do you have no time right now, are you very satisfied or do you generally dislike cold calls? ”
Answer variant 3:
“I can understand that. I get called regularly myself and am often skeptical. Many are ill-prepared. But I took a closer look at your company and noticed something about it. May I briefly explain what this is about? ”
All of these answer variants can work if you get them across credibly. It is crucial that you choose phrases that are logical for you and match your style. Try it out, stay curious and see the whole thing in a playful way.
Scripts help but they don't sell for you
The best cold callers don't sound perfect. They're human. They laugh, sometimes get tangled up and remain authentic. That is exactly what makes them credible.
Authenticity in cold calling is not a “soft skill,” but a hygiene factor. You can and must train him. Without authenticity, you won't make appointments and no Close sales deals, no matter how good your script is.
But when you stay authentic, you'll have better conversations. And better conversations lead to better results, I promise!
About the author:
Danny is a cold calling expert with over a decade of experience in telephone sales. Since the age of 18, he has worked continuously in sales and has since successfully passed through three different industries: the insurance industry, personnel consulting and SaaS sales. His focus has always been on active telephone sales.
With an average of at least 60 phone calls per day, Danny makes tens of thousands of calls. A wealth of experience that today gives him a deep understanding of the real challenges of cold calling. He knows exactly what salespeople are struggling with on a daily basis: telephone anxiety, the right way to start a conversation, how to deal professionally with pretexts and objections, and secure appointments.
Over the years, Danny has learned numerous sales techniques, developed them further and built his own style and a clearly structured framework from them. Today, he is successfully passing on this system to other sellers. With his method, he currently makes over 90 percent of his complete appointments directly over the telephone.
