Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls

TELEPHONE APPROACH

You should write your approach script of about 75 words so that it takes no longer than 45 to 60 seconds to recite in an unhurried, clear voice. It must not sound rehearsed, read, or canned or you will lose the prospect before you even get your three seconds. The most important thing is to start with a strong question or “grabber”: something that makes the target think you have been inside his head or sitting on his shoulders, listening to what worries him.

To create an effective grabber, you must think about your target’s perspective, understand what her business problems are, and know what you can do for her. Prospects are not interested in your company when you first get them on the phone, so put the focus on them and approach ...