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This post was originally published in July 2018 and has been updated for accuracy and comprehensiveness.
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:
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
* Note: If you found their contact information via a data provider, we recommend skipping this step
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.
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.
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.
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.
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:
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.
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:
Here are two examples of a sales pitch — depending on whether you know the correct point of contact.
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?
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.
Don’t have time to read the full guide right now? Download the Ultimate Guide to B2B Appointment Setting to read at your convenience.
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.
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