In the February issue of NU, I showed you some of the worst cold-calling scripts I've found and why they don't work. Now, let's take a look at some of the best. Although the scripts are focused on financial advisors, the same suggestions hold true for insurance professionals.

Best advice for cold calling

In the example that follows, I'm taking on one of toughest types of cold calls. We will develop a script to call CEOs or CFOs of small to medium-sized companies. Personalized is the only way to go.

The best advice I found when I searched “best cold calling script” was at the Teamgate Blog. I took each step of their advice to craft a Personalized script, that is, one that's tailored to each prospect. The company I researched has 500 employees and is on the list of 100 fastest-growing companies in Utah. That would be a good catch, right? The quotes from the Teamgate blog are in italics. My commentary follows.

Step 1: Provide Context

“Knowing who you're calling is crucial, but so is placing your call in a context. If the only reason for your call is that a prospect happens to be on your to-call list that day, you're just another intrusive salesman with nothing interesting to say. Instead, leverage social media channels, media coverage, new hire announcements and news updates to find a valid reason for your call and determine which of your prospects are ripe for engaging at that particular moment.”

My research on this company took a few minutes. Great website. Big section on “our people.” Within two minutes, I had the names of the CEO and the VP of Operations, both compliments of LinkedIn. I checked Glassdoor, obviously.

Here is my opening line based on the research I did: Is this Frank? This is [Your Name] of Reliable Securities. By the way, I'm not surprised [Prospect's Company Name] is one of the 100 fastest-growing businesses in Utah. I buy your product all the time. Good job.

[Chit-chat based on how CEO responds.]

Frank, I know you're busy and aren't waiting for my call. I spent some time on your website. Very impressive. It just screams how proud you are of the people who work with you.

The focus of my team here at Reliable Securities is helping small to mid-sized companies profitably keep this most important asset. As financial advisors, we focus on the retirement asset component of our benefit package. May I ask you two or three questions to see if what we do might be a fit for what you need?

Step 2: Ask Smart Questions

“The more research you do, the 'smarter' your questions will get. By asking very specific, personalized questions you will demonstrate to your prospects that you took the time to track all this information down and really understand their situation. Smart questions will progress the conversation further; trying to wing it will only create distractions, wasting your prospect's time and your own. And there's one thing the modern society is truly obsessed with — using their time efficiently.”

Advisor Script: Out of curiosity, are you the third generation of your company to be CEO or does the line go back further? [Response] That's called succession planning.

For whatever it's worth, according to the website, Glassdoor, your salaries for Utah seem exceptional. You also seem to have exceptional insurance, health and wellness, financial and retirement benefits. You are obviously spending a lot of money to create an incredible opportunity. Any chance in the back of your mind you might get better performance at a lower price for your 401(k)?

Step 3: Test Close

“Pitches that lead to a soft sale typically rely on questions that present two attractive options and can't be answered with a simple 'yes' or 'no.' This approach opens up a much more relaxed, tension-free space for a conversation, unlike hard-sell questions like “Would you like to start with the basic plan?”

[Optional based on response] Tell me, when was the last time you sat down with your advisor and did a thorough review of your 401(k) expenses and returns compared with current benchmarks?

We're happy. Frank, I appreciate the few minutes of your time. I want to send you a brochure on the Reliable Securities Team. Stick it in a drawer somewhere, and if you ever get a nagging thought, “I wonder if we're on track,” give us a call. Fair enough?

It's been a while. Frank, I will be in your neck of the woods a couple of times next week. I'm out there Tuesday morning and Thursday afternoon. What day might you have a little wiggle room in your schedule?

Step 4: Schedule next steps

More often than not, the appointment will not close on the first attempt. Have a fallback.

Our office is in the Midvale Megatower. You go right past it on your way to the airport. If you were to swing off the freeway at 72nd South, we could spend 30 minutes and find out if what we have and what you need might be a good fit.

When are you heading out of town next and when are you returning? And which would be better, on your way in or out of town?

Whether you're a rookie or a veteran who wants to jumpstart a flat business, cold calling could be an option.

Bill Good is chairman of Bill Good Marketing.

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Cold-calling is only as good as the script

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