CONTENTS >> LEAD STORY
How to Write an Effective Cold Calling Script
By Wendy Weiss
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..."
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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