Cold calling is not a very popular thing to do for most in sales, however, for some it is something that must be done. What makes it easier is having good cold calling scripts. So it is important if you have good ones written that will make the telephone presentations easier for all sales people.
A very important aspect of cold calling and cold calling scripts is to make sure that you have a clear awareness of the potential customers needs. Often this is something that is very obvious and the prospective client doesn't have a need for anyone to tell them what their needs might be. For instance, if the motor in a vacuum cleaner blows out and stops working the customer knows they need a new one. But, what your client isn't always going to be aware of are all of their other needs and how your company can actually satisfy them all.
Ever bought something after watching one of those infomercials? They try and make people aware of their needs that may exist that they might not even thought were there. People can be made aware of their needs in a variety of different ways. With some it is done by TV, radio or printed ads and some by a salesperson on the telephone. Whatever the case may be, the message needs to be short and to the point all the while pointing out the benefits to the client.
You cold calling scripts for cold calling also need to show that you and your company have an interest in satisfying the clients needs. Once a client discovers what all their needs are and the benefits of having them satisfied they are then well on their way to the buying process and won't want to stop until their needs are met. This is where all of their questions are going to have to be answered about the product or service that your company offers that will best satisfy those needs. This is of course a very broad subject and it all depends upon what you are selling.
Make sure that your cold calling scripts show a preference of using one product over another. If you effectively address how your company can meet the prospective clients needs your customer will find it easier to choose to do business with your company instead of the competitions.
Make sure that your scripts show you are committed. This is the stage where the client has actually recognized their particular needs and how a certain product could benefit them and now they need to make the final decision on whether to buy the service or product from you. So make sure that you express to them how committed you are to fulfilling their needs.