After reviewing everything I have written on script writing, I have decided to abandon trying to teach you how to write a script and instead teach you these nine words.
It’s easier to rewrite than it is to write.
I want you to rewrite the greatest script ever written. You can get a free copy in MS Word format at my cold calling page and have at it. Go here: www.billgood.com/coldcalling.
Here’s my counsel. Let’s first understand “The Greatest.” So that you can understand exactly why it is written as is, I have added commentary. When you understand it, go get your copy. Make a few hours of calls. Then rewrite to your heart’s content.
Speaking of rewriting—I added a section on “green cherry conditionals.” These are likely to be the biggest leads you will find. I wanted to make certain you know what to do when you stumble on one of these leads.
Even the greatest script can be greater.
Get: Decision Maker
I am assuming you have a list of business owners or people at work. Our first objective is to get to the decision maker.
If you do NOT know name of decision maker:
Good (morning/afternoon). (PAUSE.) The pause here is vital. A receptionist in a busy company may answer the phone several hundred times an hour. You need to get his or her attention. The pause does it. This is _________. State your first and last name. Professionals have last names. I need to speak to your (owner/manager). “Need to speak” is much more powerful than “May I please speak …” With a slight crispness to your tone, you might sound like an annoyed customer. Could you tell me his or her name please? A sharp down-inflect on “please” makes this a polite command.
Thank you. In case I get disconnected, what is (his/her) direct extension number? We are building our list of direct extension numbers.
OK. And what is (his/her) assistant’s name? Very important to be able to address the assistant by name. We try to get this from the first person who answers the phone.
Great! Could you connect me, please? Sharply down-inflect on “please.” Again this converts the written question in to a spoken command.
If you DO know name of decision maker:
To Receptionist: Good (morning/afternoon). I need to speak with M/M _____’s assistant please. Could you tell me his or her name? Once again, we are converting a question in a polite command.
And in case we get disconnected, what is (his/her) direct extension number?
To Screener: Good morning, (NAME). Use screener’s name! This is ______ with (FIRM). I need to speak with M/M ________ for a moment about a very conservative investment idea involving (STATE) tax-free bonds. Could you connect me please? The wording here is very important. What we are doing is answering the screener’s questions first. Suppose you call and say, “May I speak with M/M ____, please?” The screener will say, “Who’s calling?” And then, “What is the nature of your call?” The assistant is in control. The person asking the questions controls the conversation. But here, we have answered the screener’s questions first, giving us a slight edge. As for the reason you are calling, be as specific as you possibly can. Don’t say, “It’s about her investments.” Do say, “It’s about an investment in Texas School Bonds.”
Decision Maker on Phone
To Decision Maker: Good (morning/afternoon/evening). Is this M/M ________? Great! This is ________ with (FIRM). (Choose one:)
(A) You are familiar with (YOUR FIRM NAME), correct?
(B) You know who we are, don’t you?