Telemarketing has had a huge stigma attached to it for decades. In today’s world of “robocalls” literally scheming their way into our pockets, the very notion of telemarketing is an even bigger hot-button issue. However, some businesses can’t really get away from it. The thing is, there’s a right way and a wrong way to do it, and many of your top competitors still don’t get it right.
Today, I want to take a closer look at cold calling. Specifically, I want to take an honest look at how many finance marketers manage their cold-call scripts and what you can do to prevent some of the major mistakes they make. This isn’t about “tele-shaming.” Believe me, I get why this is necessary, and that is why I want to show you a better way. If your telemarketing efforts have been falling flat, keep reading. What I have to share could change all of that, possibly even overnight.
The Robocall Conundrum
The key reasons the robocall exists are that it’s simple and cheap. Robocalls do an excellent job of weeding out the leads that are flat-out not interested, and they directly target the ones who would be most likely to want to do business with you. Of course, that means literally thousands of automated calls that typically net less than one-tenth of 1 percent positive response.
This is why I say robocalling is waste of time and why I intend to focus specifically on live, person-to-person scripting in this post. In the financial markets, the ability to build and nurture trust is especially important for success. It is incredibly difficult to do that with a prospective new client if their first contact with your company is a robocall.
With all that in mind, let’s look at a few ways to develop a good cold-call script that establishes your company as an authority and helps build trust from the very first contact.
Use Terms of Familiarity
When establishing the first contact, it is necessary to immediately create an environment of familiarity. Never use Mr. or Mrs. on the first contact. Instead, use the contact’s full name. “Hi, is this John Davis?” creates an expectation of familiarity. “Hello, Mr. Davis?” really doesn’t. Dale Carnegie was right: People put lots of stock in their names, so using them in a respectful way on the first contact can mean the difference between them listening and just hanging up.
Also, when you lead with the full name, it helps you establish trust and camaraderie with the lead. Once you’ve established that you’re talking to the right person, ask to use their first name. Better yet, ask what the lead prefers in terms of how he or she likes to be addressed.
There are also other ways of sounding more familiar with a complete stranger. Note my use of “hi” instead of “hello” in the above example. “Hi” is equally respectful, and it releases a little of the tension.
Also, never use, “My name is…” when introducing yourself. Try something like:
“This is Craig at First Finance…” Using just a first name adds to the atmosphere of familiarity.
“It’s Craig [pause] from First Finance.” The pause gives the lead time to decide that he or she should know who you are, and it makes them feel compelled to stay on the line (at least initially).
Get Quickly to the Point
Don’t try to hide or beat around the bush about why you’re calling. Most people working in finance don’t have time for small talk. They prefer a more businesslike approach when it comes to message delivery.
Please also understand that no means no. Don’t keep people on the phone longer than they want to be there. The phrase, “I understand…” works well here if you get hit with a “not interested” before you can get a word in edgewise. At that point, repeat your name and the company name, and end the call amicably. High-pressure tactics will net you little more than a dial tone.
Assembling Your Script
Here are several important things to keep in mind when writing the actual script for your cold calls:
Keep It Simple
When writing the actual script, it is important that you keep your message brief and succinct. Think elevator pitch, not sales letter. Once you establish interest, you can do all the things: capture emails, direct leads to landing pages, invite to social media channels, etc.
Engage the Lead
Never deliver more than two or three sentences without involving the lead in the conversation. In the beginning of the conversation, ask a few yes or no questions, but be careful of asking questions that open the door for rejection. Later in the conversation, you can transition into open-ended or leading questions. The latter is useful for steering your leads’ thinking in the direction of working with you. Here are a few examples of what I’m suggesting:
Early in the call:
• “Are you familiar with our company?”
• “Is this the first time you’re hearing about us?”
• “Have any of my associates reached out to you in the past?”
Later in the call:
• “What do you think about what I’m proposing so far?”
• “What concerns do you have about our services that I can address for you while I have you on the phone?”
• “When can we set up a longer call so we can discuss the program in greater detail?”
Keep It Short and Sweet
All the copy you write for the script should be deliverable in under 60 seconds at a normal pace. The goal here is to inform and generate interest, not to educate. That comes later with sales pages, long-form content, and your own brand of quality client services.
Anticipate Objections
More to the point, deal with them correctly. There’s a difference between apprehension and disinterest. Someone who isn’t interested won’t be specific as to why. If the lead is citing a lot of negatives, it means he or she has questions and concerns (and has probably been burned on a cold-call contact in the past). This is a good thing. They’re looking for a reason to work with you. Identify those opportunities and nurture them with the way you handle the objections.
If after all this, you still feel like you need help, call us. At BeezContent, we work with a network of talented writers who know how to produce quality finance marketing copy. Let us go over your scripts or write your next one for you. If the results you’ve been getting on the phone lately have been less-than-stellar, give us a chance to help turn that around.
