H2H SALES SCRIPTS FOR COLD PHONE CALLS
A Cold Call Script Methodology & Language
for 21st Century Human Sellers
The LITE ️Guide
Ryan S. Pereus
H2H Sales Scripts ™ For Cold Phone Calls ©
Ryan S. Pereus
H2H Sales Scripts ™ For Cold Phone Calls ©
H2H Sales Scripts™ Methodology LITE Guide
Content (C) 2020, Ryan Pereus Marketing & Consulting, Inc, all rights reserved.
Unauthorized reproduction is prohibited.
The H2H Sales Scripts™ by Pereus Marketing has been in development since late 2014. It was a time where digital marketing was growing rapidly and was quickly becoming a staple to any business desiring viability in the 21st century. Forces were against many channels considered “old school” or “traditional” that relied on basic human communication skills like face-to-face or voice-to-voice interaction.
The aversion to human communication in sales and marketing wasn’t just because of the popularity and demand surrounding digital channels. There were other factors at play that enabled and gave even more reason to turn marketing and sales channels digital. Telemarketing and the sales profession as a whole had grown a bad reputation in modern history from scams, schemes, and inciting buyers remorse in droves.
Salespeople utilized poor sales ethics to swindle and coerce potential buyers into giving them money for empty promises and lies. It's no wonder pesky characteristics jump to mind when someone mentions the word “telemarketer” or “used car salesman.” And you've probably heard the battle cries claiming “cold calling is dead” and “the phone just doesn’t work” in modern business development strategy. This was an attempt to stamp the end, the final nail in the coffin to an already battered and worn means to generate new business.
The H2H Sales Scripts™ Methodology & Language was developed to bring back value as well as new meaning to traditional, ancient forms of communicating in sales and marketing. It was founded through years of trials combating stigmas and hardened views within the marketplace, and reintroducing respect and trust with potential buyers. It reshapes how channels outside of digital can enable small, mid size, and enterprise level companies alike to take their destiny into their own hands. It aids businesses in finding success in outbound, human-to-human marketing and sales practices. And it's implementation has resulted in a reengaged marketplace, and more success than we imagined.
The H2H Sales Scripts™ Methodology & Language has been tested, refined, and proven in hundreds of industries since 2015, and it continues to develop. The philosophies and strategies applied are consistently shaped by the ears we keep to the ground while listening daily to the marketplace’s wants and needs. We adapt to what we hear, so what we do and say are in harmony. While this methodology has lessons to be applied now, it is not the end, but a chapter in the beginning of how humans connect to value in the marketplace.
Thank you for joining us in our journey to bring human-to-human marketing and sales practices to the sales profession in the 21st century.
In leads and appointments,
Ryan S. Pereus
Many other factors are attributed to these variables, but we find if we aren’t able to identify the best estimated targets, it doesn’t matter what we say. Targeting answers the question, “who are we selling to?” Identifying who we are selling to helps us design cold phone call campaigns so we are making the best use of our time. Unlike other forms of marketing, cold phone calls are a one-to-one effort. This means that every individual effort we make only has the opportunity to impact one other person. While converting higher than many forms of marketing and sales development, ensuring the one-to-one impact is at its highest is essential in deploying human-to-human marketing and sales strategies.
While targeting answers the question, "Who are we selling to," messaging answers, “What are we saying to provide value?” Even if we compile the best addressable targets, what is the use if we can't articulate how individuals will find value in your product? In cold phone call selling scenarios, translating the value into a conversational, easy-to-use framework that can be used at scale is harder than a looks. Fortunately for you, this is exactly the reason we created the H2H Sales Scripts™ Methodology.
Human-to-Human (H2H) marketing and sales is a movement to add humanity to sales processes and positions that have been seemingly denounced and neglected for years. The H2H Sales Scripts™ were built as a guardrail, for beginners and seasoned sales professionals alike, to translate company messaging into an easy-to-use conversation format for 21st century selling.
The H2H Sales Scripts™ provides a unified sales language, used in any channel, whether it be a cold conversation over the phone, a gatekeeper conversation, email copy, a sales presentation or demo, a sales closing, or a variety of other sales conversation scenarios. The primary strategy and reason for creating the H2H Sales Scripts™ Methodology is to offer an ideal in results desired and in how we conduct business.
The mindset is to strive for and maintain the highest level of sales performance, while committing to a human approach that opposes inducing customer regret or buyer's remorse. In other words, we aim to yield the highest conversions, while never losing the trust of the potential customer. This is important to understand as it helps position our mentality into one that focuses on results, while never engaging in activities that may endanger the relationship with the prospect we are selling to.
A value statement gives us a long term and high level perspective on the set of principles we live by as we practice our work. Many companies establish a value statement from a corporate lens, but here we are zooming in to provide a code of action to behavior and practices within an area of our work.
For many sales organizations, selling practices is rarely looked at, if at all, as an applicable and practical piece to the puzzle in successful selling relationships in the 21st century.
Ours provides a theme and ongoing effort as an ideal to continually strive for. Defining our company values empowers us to observe and analyze the words we use in an effort to find the most truth in our vocabulary and actions when we sell, while fulfilling them has to do with committing to new truths and actions when speaking with team members, prospects, and clients.
Selling values are specific descriptors that give clarity to the meaning behind our actions. Because of poor sales ethics of the past era, we have to redefine what high performing behaviors look like while never losing trust with potential customers.
If telling the truth and being honest is common sense in this picture, there is a line of action which we have to define, and not cross, when we're in selling situations. After all, we as salespeople are encouraging prospects to potentially give us their money in exchange for goods or services.
There is a lot of slime out in the cosmos that unfortunately can catch fire and become common practice in sales organizations way too easily. Defining specific values to live by ensures that any action we take within our creative freedom in selling doesn't overstep these fundamental laws. While the value statement helps us to live within a framework, the individual selling values help us to define the line between good and evil in selling.
Let’s begin with where the heck a cold phone call is in the timeline of a business relationship. This graphic depicts the beginning of a sales or business relationship:
At the beginning, or prior to first contact from a salesperson, whether it be a sales development rep or account executive, there is no relationship. You don't know me, I don't know you. Once a cold phone call is made, and the person on the other end identifies in their mind this conversation might be a "sales call," the natural law of buyer resistance kicks in. At this moment, we are already in a hole. This is why cold calling and outbound sales development can easily acquire a bad rap. Your potential human buyer already has their defenses up. Instinctively, the scarcity of resources (money) and the unlimited supply of products and services for purchase are at odds. How else can they feel? They don't know your motive, what you're selling, and what type of crazy tactic you might pull to take away a resource they use to survive.
This paints a dark picture of outbound cold calling, prospecting, and sales development as a profession. Add a sprinkle of poor sales ethics and a dash of salesperson stigma, and you have a recipe for a "dirty job."
The opportunity we have to rectify the name of sales is based in one of the fundamental, natural laws of the buyer and seller relationship -- TRUST.
Trust is the catalyst in changing how we speak to other humans when connecting buyers to value in the 21st century.
This is exactly why we do outbound and what will give you and your business an edge. If you are able to master the conversation that connects people to value, conversation after this initial call will come with ease! The strategies and techniques provided here have been developed from not only years of experience, but from data showing positive results in converting cold conversations into sales opportunities primed for next steps.
If we speak to humans as they are, understanding what's of importance and priority to them, we can provide an experience that builds trust again faster than any other source. That's what this book is about. The human to human sales conversation is unlike any other because it can break through the strongest barriers of the salesperson stigma and penetrate the shell that has been scarred over hundreds of times. Trust is everything. If you don't have trust, you have nothing. It's not just trust in sales ethics though. Before anything else, a prospect must:
In the sales process, especially in outbound sales development, trust must come first.
Why must building trust be first though? It's not the most obvious pick. I've heard others say it's communication, value, interest, and more. These qualities are certainly important, but they don't belong here in the beginning of a cold conversation. Trust is in the fabric of everything we do.
From more natural law observation, there are three layers in a prospecting conversation that are related but are unpacked at different points within its execution. We’ve developed our trust umbrella to illustrate how each function of a cold call relates to the other.
While the first layer is the relational or philosophical layer that answers the question of the cold sales conversation's purpose, everything else we do as a sales professional from here must involve trust. This may seem limiting or restricting to the freedom and creativity within a cold sales conversation; however it does just the opposite. We can now think outside the box because we have a construct to work within that moves us all toward the same direction.
The second layer falls underneath the first and zooms-in to some of the more objective strategies of a cold phone call conversation. These are goals of the call. After writing scripts for over 2000 companies worldwide, and executing over 3000 sales development phone prospecting campaigns with Superhuman Prospecting, we are constantly finding new variations. When identifying the most successful campaigns, we have identified 3 primary objectives in a cold or first conversation:
1. Spark interest
2. Sell the next step, not the product or service
3. Diffuse the salesperson stigma
Let's touch on each one to get a general sense of how they work together to reach our goals.
We have to use words and language that encourage the person on the other end to listen and hear value in what we are calling about. Here are a few ways we do this:
Think about this strategy for a second. Sell the next step, not the product or service. What is it telling you? Building trust slows the sales process. While it's counter-intuitive, slowing down the sales process in the mind of the prospect can actually speed up their trust in you, your brand, your product, and your process faster. Understanding the salesperson stigma will help speed trust in other ways, but understanding how to design a sales conversation around a sensible goal is paramount to converting at the highest levels while increasing trust with your prospects.
Diffusing the salesperson stigma is a strategy for breaking down barriers and rebuilding trust. This manifests itself in quite a few ways along the conversation. Although it's true that the design of the conversation naturally diffuses more than others may, and that selling the next step rather than selling the product or service diffuses stigma, we've found there are still more effective ways. Objections that arise in many calls have less to do with a product question, and more with the pressure the prospect feels about committing or being pushed into something that they’ll regret.
The 3rd layer in the the Trust Umbrella is the 4CX4. This is a framework built for understanding how a human conversation works in an application format. Think of these components as the bone structure of our script strategy. The 4 components are the Quick Prop, the Hone-in, the Next Steps, and the Calling Prop. NOTE: This specific component order formulates the Consultative Conversation Format (CCF) found in the full edition.