Outbound Sales Calls: How Scripts Set You Up for Success
Love them or hate them, outbound sales calls are still a big part of the sales process. They allow for more personalization. They're usually cost-effective. They're great tools for training and learning. They can help with qualifying leads and building relationships. They're also important for follow-ups and handling objections.
But many sales reps hate making outbound sales calls. While some of that is born out of a fear of rejection or feeling intrusive, some reps, especially younger ones, may not have the proper training or an understanding of why outbound sales calls are still so important.
Poor planning and lack of preparation can also contribute to a rep's distaste for picking up the phone and calling a lead. One way to help combat any hesitation your team might have is to make sure they have a wall-crafted script.
Outbound sales calls are calls that sales reps make to initiate communication with a lead. Essentially, it's your team effort at being proactive. Instead of waiting for consumers to reach out to you, you're reaching out to them. Compare this to an inbound sales call, which is when a lead contacts your business first because they're interested in buying something from you or learning more about a product.
Many people equate outbound sales calls with cold calling, and while cold calls are a large percentage of outbound sales calls, they're not the only type. Some outbound calls are follow-ups, meaning the sales rep may have engaged with the lead previously via cold call or through another channel. Some calls are an effort to complete an activity, like booking a meeting. For example, a rep may have interacted with a warm lead through social media or email, and now, they're calling and hoping to set up a meeting time.
Not all outbound sales calls are created equally. Your industry and product, and even the type of call you're making can dictate how you'll prepare and what you'll say to a lead. But for most calls, you'll want to follow these three steps to prepare for the interaction.
Before you make an outbound sales call, it's important to understand who you're calling. Take some time to research the prospect (and the company where they work for B2B sales) and understand why they might be interested in what you're selling. You can also look for something interesting or common ground that you can bring up during the call to personalize the interaction. LinkedIn and other social media profiles are a great place to start.
Once you know who you're calling, you need to know why you're calling. Is this your first time calling this lead or are you following up? Are you hoping to set up a meeting or are you simply determining if they're interested at all? Having clear objectives can help you determine which questions to ask to help you reach your goal.
Writing out a script before your call helps you stay on message and remember all of the points you want to make. It can help keep the call concise and prevent you from losing your train of thought or getting too far off subject. While you want it to be consistent for each call, you don't want it to sound too formal or, well, scripted. Keep it conversational and leave room for personalization.
The components of your outbound sales call script may also vary based on factors like your industry, products, and the type of call you're making. Use these as a basic guide to help you get started and make adjustments as needed.
Your opening statement should be warm and friendly but also clear and confident. Keep it short. Introduce yourself, your company, and, if necessary, your location. Some reps like to add some humor or something memorable that may keep the lead on the phone to hear what you have to say next. Some explain that they only need a minute or two of the recipient's time. Adding personalization — saying the lead's name at the very least —is also a great way to grab attention and sound like you're not just an annoying generic telemarketer calling.
Personalization can also help you build a rapport with your lead. People are less likely to reject you or hang up if they feel a connection.
You can mention a mutual connection. "Hi Emily, we've never met, but I'm so & so from such & such company — our mutual friend Kevin suggested I give you a call.
You can mention their pain point. "Hi Emily, I'm so & so from such & such company, and I understand that your company Sunshine Vacation Rentals is having difficulties finding the right property management software."
You can even bring up a random point of interest that you discovered during your research. "Hi Emily, I'm so & so from such & such company, and first, let me say, congratulations on your recent promotion."
If you can make the lead feel valued, laugh, or engage in small talk, you've won part of your battle.
Asking questions is another great way to build a rapport. Typically, you'll want to ask questions that relate back to the lead's pain points, wants, and needs, which allows you to segue into your value proposition. This is where you explain that you have the product or service that can address those paint points and how it adds value to their lives or business. You can mention how many previous customers with similar challenges used your product with great success or even mention a respected customer or brand that currently uses your product.
Once you've presented your value proposition, you're bound to run into objections. The price is too high. The timing isn't right. The product doesn't seem relevant to their needs. You get the idea.
Don't give up yet. Listen to what the lead says and ask more questions. Rather than dismissing their points, acknowledge that they're valid, and present solutions. Maybe you offer property management software that has a tiered price plan. If the highest tier is outside their price range, introduce the lower ones. If you haven't already, share feedback and case studies that show how similar customers have used your product. This is another benefit of using a script — you can include a list of common objections you encounter and prepare ways to address them.
Always close your call with a clear CTA. You can ask if they have any remaining questions. Summarize the conversation, including your value proposition and the answers to any objections. Explain the next steps, whether it's booking a meeting, offering a demo or free trial, or signing a contract. How your lead reacts will determine what you do next, but even if they reject you, thank them for their time and remain polite.
A quality sales call script can help you perfect your delivery and message. Combining it with some best practices can improve engagement and close more deals.
Sales calls can be frustrating at times, but no matter how the person on the other end of the line responds, it's important to stay positive and professional. Not only does this keep the reputation of your brand and business intact, but you have a better shot at engagement now or down the road when you keep your frustrations in check. A lead who rejects you today may realize they need your product in a month, and when they're deciding between you and your competitor, remembering how kind you were on the phone can give you an edge.
Your sales calls should be about your lead, not about you, your product, or your company. You're just there to show your leads how you can offer solutions to their problems. One way to do this is through active listening. When they talk and answer questions, give them your full attention. Respond with verbal cues like "I understand" or "That's a good point," or ask more questions like "Could you explain that?" Never interrupt a lead while they speak. Repeat what they say back to them and show empathy with phrases like, "Wow, I can't imagine how tough it is to manage 30 properties without proper software."
There's a lot of thought behind when is the exact right time to call a lead. Put yourself in their shoes. When you're slammed at work on a Monday morning, do you really want to take time to answer a sales call? Probably not. Study after study has found that Wednesday is generally the best day for making sales calls, with Tuesday and Thursday also being suitable days. It's typically best to avoid Mondays and Fridays.
As for timing on those days, that can depend on who you ask. Many sales reps feel that they get the best results during late morning hours, between 10 and 11 a.m. Some say they prefer calling during later afternoon hours, between 4 and 5 p.m. When searching for what works best for you, keep the lead's time zone in mind. If you're in New York and they're in California, you aren't going to get results by calling them at 9 a.m. when it's only 6 a.m. on the west coast.
Not that you know what to do when making an outbound sales call, it's important to understand what not to do. Here are a few common mistakes that many sales reps make.
Aggressive sales tactics are a turn-off and won't help you close more deals. As a matter of fact, they often have the opposite effect. They make your leads feel pressured or even taken advantage of, and they can hurt your brand's reputation. Instead, aim to be confident, polite, engaging, empathetic, and understanding.
When you fail to personalize your calls, it comes across as uncaring. It feels like you're just making your way down a list, hoping someone will bite. But when you show that you took the time to do your research and can offer your lead a real solution to their problems, you can gain their trust and make them feel like your company does actually care about its customers. Using personalization also helps spark interest, and it often leads to greater customer satisfaction in the long run.
60% of buyers will say no four times before finally saying yes, and cold call effectiveness peaks at the ninth touchpoint. But almost half of all sales reps don't follow up after an initial phone call. Persistence pays off. It builds relationships. It reminds leads who are hesitant that you are still there and ready to work with them.
Outbound sales calls aren't always a sales rep's favorite form of outreach, but they're still essential for meeting quotas. Proper preparation, including writing out a script, can help you overcome any hesitations you might have about making outbound calls and increase the chances of engaging with a lead. Combine your script with thorough research, good timing, and other best practices, and you'll take your sales call game to the next level.
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