There’s a lot of bad advice on the internet. Like this example of a cold-calling script.
“Hello, this is Joe Schmo from Joe Schmo Consulting Firm. Is this a good time to talk?”
“With whom may I ask am I speaking?”
“I am an expert in the web design field. You might have seen some of my work: xyz.com, 123.com and blahblahblah.com. I could design a site for your business at the lowest rate around. If you are interested, I could give you a free one-hour consultation.”
What’s so bad about that cold-calling script, you ask? For starters, it sounds like a self-absorbed tweet. It’s all about me—my expertise, my work, my low rates, my free one-hour consultation.
It’s also completely untargeted. Joe Schmo probably decided his target market was “small to medium-sized businesses,” and since Affordable Insurance fit the mold, he called them up, using the same tired old generic script he’d used on the veterinarian, the dog groomer, the roofer, and the auto repair shop.
But did Joe ever stop to ask himself: “What does the owner of Affordable Insurance want, and how can I help him get it?”
I’ve never sold insurance, but I do know that an insurance agent or broker makes a commission for each policy he or she writes. So more policies means more money.
I also know that insurance sales is a referral-driven industry, so anything you can do to help an agent generate word-of-mouth will get their attention.
One way you can help an insurance agency’s referral business is to get them more clients—because more clients means more people to potentially refer them to others.
So, if I were targeting insurance companies and had a number of them I’d worked with in the past, I’d say something like:
This is Joe Schmo from Joe Schmo Consulting. We help insurance agencies generate more leads, write more policies, earn more commissions, and build their referral base.
Agencies like XYZ Insurance and ABC Insurance have used our marketing services to bring in a steady stream of quality leads and new customers.
I don’t know what your marketing needs are, but I can show you some options and strategies other agencies have used to find clients in this highly competitive insurance market.
Is that something you want?
You see, while a good cold-calling script is important, it’s just one part of the equation. According to appointment-setting guru Scott Channell, at least 60% of your prospecting success will come from hitting the right target.
Once you know who you’re aiming for, it’s not rocket science to come up with a presentation that addresses their three P’s: Pain, Predicament and Problem.
But untargeted means you have to be generic. And a generic, watered-down presentation is not a recipe for success.
Be sure to read my follow-up article, Essential Ingredients to an Effective Cold-Calling Script.
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Want to learn more about cold-calling and even get some FREE scripts? Check out our Guide to Cold-Calling Scripts & Tips for Real Estate Agents.
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