Cold Call Rewrite

ASSISTANT: She’s tied up in a meeting right now, would you like to leave a message on her voicemail?

YOU: Sure. But in case I get disconnected, what’s her direct extension number?

Hint: Don’t leave the message. Do ask for the direct extension number.

Contact Made

DECISION MAKER: This is Barbara Throckmorten.

Yikes. The door opened. Now what?

You’ve got 15 seconds to engage her. Most people blow it right here. Here’s why.

• Your script does not make a specific offer.
• You don’t use good manners but instead try to force your way into the person’s life by asking for an immediate appointment.
• You don’t even provide a benefit for someone to give up their time to see you.
• You talk too much. You have 15 seconds and that includes your first question.

What works is: (a) a clear offer and (b) a question to determine degree of interest. Below are some sample scripts readers recently sent me. A brief analysis and my rewrite follow each. As an aside, I cannot tell you that my rewrite would work. 

Like any script, it would require testing. (We’ll talk about that on my webinar.) But based on a lot of past experience, my version has a much better chance.

Scenario: This FA is new in the business. He has opened 1-2 new HH in the past 12 months and he cold calls daily.

“Hello […], we’ve never spoken before and I don’t want to waste your time, so I’ll be very brief and to the point. I’m NAME, an FA at FIRM and I’d like to work for you. If I could save you taxes and or improve your returns would you care to discuss the ideas?”

Are you surprised at his lack of success? I’m not. His script has two negatives right up front—we’ve never spoken and I don’t want to waste your time. And he makes two offers—“I’d like to work for you” and “would you care to discuss the ideas?” Muddy at best.

Now my rewritten version:

“My name is ____. I’m an FA at FIRM. I do two things. I help people reduce taxes and I help them increase their investment returns. Which of these would interest you the most?”

Taxes/income: “Terrific. I would like to send you some information on our [tax/income] strategy. If you like what you read, would you take a follow up call?”

Comment: Don’t think for one second that you have to ask for an appointment on the first call. You don’t. And more often than not, you should not.

Let’s look at another script.

“Hi John, this is NAME—I’m a LOCAL financial advisor with FIRM. I specialize in helping business owners and professionals just like you make sure they are on track to hit their goals. I’d like to give you a snapshot of how I do that, and then see where things might go from there.”

The offer here is very general. My rewrite:

“Hi John, this is NAME—I’m a LOCAL financial advisor with FIRM. I’m looking for a business owner today who does not have a handle on meeting some ambitious personal financial goals. Could that be you?”

Comment: Asking for someone who does not have something they should have sometimes cuts right through the resistance, and often you get a true, flash answer.

Here’s another script. Scenario: FA has been in the business 10-plus years and cold calls daily. He reports 6-10 new HH in the past 12 months. Sorry, that doesn’t cut it.

“Mr./ Mrs._______, we work with a lot of business owners/senior executives like yourself managing their personal finances. For over 30 years we have been bringing financial planning and portfolio management services to our clients. Next week, I will be in your area doing quarterly reviews with our clients. This would be a good opportunity for us to get together and show you how our programs have had great success for our clients. What would be a convenient time and place for us to meet?”

Gasp. I’ve nearly passed out. Twice as long as it should be, and no clear offer. I don’t have a rewrite for this one. I would throw it out and start all over. 

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Editor’s note: See Bill Good’s September and October columns on cold calling. To register for his webinar, visit www.billgood.com/coldcalling.