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For cold calling, should you use a script?

Posted by Ilise Benun on

"What will I say?"

That’s the most-asked question I hear from my Marketing Mentor clients when we get to the part in this process when it’s time to call the companies they want to work with. Many books suggest using a script, but I don’t agree.

Whether you’re making warm or cold calls, it helps to start with a script as you prepare for the call. But I don’t think it’s helpful when actually making a call. It’s easy to get lost in the script and freeze when they don’t follow along, which is likely, since the other person doesn’t have a copy of your script.

What works better is to have a list of talking points — the 3-5 things (max) that you don’t want to forget to ask or say. Then just be awake during the call and respond to what they say. And if you get flustered, it doesn’t matter. Just keep going. So use your talking points as a prompt, but don’t get too attached to them.

NJ-based client, Tracy Ivie, of Words and Ideas, suggests keeping a cheat sheet of your best qualities and success stories by the phone, in case none come readily to mind.

And practice, practice, practice.

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