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December 2001 Issue
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Wendy Weiss

Appointment Setting

How to Write an Effective Cold Calling Script

By Wendy Weiss

Many people think they can just "wing it" or they "know what they want to say." On the telephone, however, you have 10 seconds to grab and hold your prospect's attention and frequently you don't get a second chance. Ten seconds goes by very quickly. Your first impression has to be strong enough to carry you through the rest of your pitch. "Winging it" is risky and just generally doesn't work, and "knowing what you want to say" without having actually crafted your message and practiced it can easily turn into "gee, I didn't say that very well..."

Like the Girl Scouts, it is better to be prepared. A good script, a well-thought-out presentation that says what you want to say, precisely and succinctly, yet that still gives you room to maneuver, is one of the keys to a successful telephone pitch. This is about communication and about being prepared. In writing your script you are crafting a message and focusing your message to your prospect. Your goal with your script is for your prospect to...

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