by Wendy Weiss

There is a myth that cold calling is a numbers game. If you dial the phone enough times, someone is going to say "yes."

Perhaps that was true years ago, but it is certainly NOT true today. It is simply too hard to get people on the telephone. When you do get a prospect on the phone, you had better have something compelling to say, as you will probably not get a second chance.

The term "scripting" simply means thinking about what you are going to say to a prospect before you actually say it. It means figuring out what will RESONATE with your prospects before you get on the phone with them.

Use these eight tips in your script preparation for the ultimate cold calling success:

1. Write A Good Script

A good script - a well thought-out presentation that says what you want to say, precisely and succinctly, yet still gives you room to maneuver - is one of the keys to a successful telephone presentation. This is about communication and about being prepared.

In writing your script, you are crafting a message and focusing your message to your prospect. Your goal with your script is for your prospect to hear you and for your prospect to get "hooked."

2. Ask For Your Prospect By Name

Begin by asking for your prospect by name. There are two good reasons to do this. First, everyone loves the sound of his or her own name. Second (the more practical reason), you want to make sure that it is indeed your prospect on the other end of the line and not the secretary or someone who picked up by mistake.

3. Do NOT Ask Your Prospect, "How Are You Today?"

Generally, they will answer, "I am fine; what do you want?" This immediately starts your conversation off on the wrong foot. Simply identify yourself and your company and say what you have to say. If this is not a good time your prospect will let you know.

4. Tailor Your Introduction To Their Concerns

When speaking with your prospect, tailor your introduction to their concerns. This process is about your prospect, not about you. Remember that people buy for their reasons, not yours.

5. Make Your Script Fluid

How your conversation with your prospect proceeds will determine what parts of your script you will use. So, make sure to leave some maneuvering room in your script so that if you need to change tactics - for example, tell a different success story - you can easily do it.

6. Repeat Concerns Back To Your Prospect

When your prospect tells you of his or her concerns, repeat them back to him or her. This does two things: it shows your prospect that you are listening and it makes sure that you get it right. If you do not get it right, your prospect can correct you.

7. Use Objections To Get Your Prospect Talking

Prospect objections are a way of getting information about your prospect. Use the objections to get your prospect talking.

8. Never Use The Word "Appointment"

Never use the word "appointment" when trying to set one. Instead, use the word "meeting." "Meeting" sounds more professional and more important. "I would like to meet with you..."

About the Author

Wendy Weiss, The Queen of Cold Calling™, is a sales trainer, author and sales coach. You can get Wendy's complimentary special report, "Getting in the Door: How to Write an Effective Cold Calling Script," at www.wendyweiss.com.