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How to Ask Questions on a Cold Call
Close for talking more
Close for talking more
Find a reason to talk
more
Close for talking more
Find a reason to talk
more
Asking good
questions
1. Knowing what questions to ask
2. How to respond to the prospect’s responses
The Best Salesperson Asks the Best Questions
NEED TO
PURCHASE
ABILITY TO
PURCHASE
AUTHORITY
TO
PURCHASE
INTENT TO
PURCHASE
PAIN
QUESTIONS
CURRENT
STATE
ORGANIZATION
DESIRED
STATE
1. Get the prospect talking
2. Find a justification in talking more
3. Identify if it makes sense to talk more
3 Goals for
Questions
Asked
NEED TO
PURCHASE
ABILITY TO
PURCHASE
AUTHORITY
TO
PURCHASE
INTENT TO
PURCHASE
PAIN
QUESTIONS
CURRENT
STATE
ORGANIZATION
DESIRED
STATE
• Need to generate more revenue through
the website
PAIN POINTS
• Website visitors are not converting to
customers
• There is a need to increase website traffic
• How important is it to get more revenue out of
your website traffic?
• How important is it for you to improve your
website conversion rates?
• Do you need to increase website traffic and
visitors?
PAIN QUESTOINS
PAIN
QUESTIONS
CURRENT
STATE
• Currently have what you sell?
AREAS TO ASK ABOUT
• Current vendor/provider
• Current systems and processes
CURRENT STATE QUESTIONS
• Do you currently have a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• People in the organization
• Current contracts and expiration dates
• Size details – number of sites, people, systems, etc.
• Current performance/stats (technical, marketing, financial, etc.)
• Last time evaluated other options
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?
PAIN
QUESTIONS
CURRENT
STATE
PRODUCT TARGET VALUE PAIN QUESTIONS
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks
Cold Call Script
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
OPEN
CLOSE
Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Asking Questions
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Advance to Questions
If I could ask you real quick.
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Questions
• How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
• Do you need to increase website traffic and visitors?
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Current State
• Do you currently have a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?
3 Categories for Answers
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Neutral Response: Things are OK or prospect
does not know
Cold Response: Everything is good/great
Hot Response: There is a problem/pain
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Well, it sounds like you all are doing pretty good.
Advance to Pain Points
Well, based on what you shared, it might make sense for us to talk in more detail
because that is the type of thing that we help with.
Skip to Product / Company Info
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Points
We work with a lot of small businesses and they often have a:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• Need to increase website traffic
Are you concerned about any of those areas?
INTRODUCTION
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
SALES TAKEAWAY
PAIN POINTS
Well, based on what you shared, it might make sense for us to talk in more detail because
that is the type of thing that we help with.
Advance to Product / Company Info
Well, it sounds like you all are doing pretty good over there. It might not make much sense
for us to talk.
Begin to walk away
CLOSE
Go Back to Questions
Actually, if I could ask you real quick.
Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS
Please
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Comment
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SMART
Sales
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S
M
A
R
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ales
essaging
nd
esponse
actics
Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3
Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3
Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3
Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3
Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
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Level 3
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How to Ask Questions on a Cold Call

  • 1. How to Ask Questions on a Cold Call
  • 3. Close for talking more Find a reason to talk more
  • 4. Close for talking more Find a reason to talk more Asking good questions 1. Knowing what questions to ask 2. How to respond to the prospect’s responses
  • 5. The Best Salesperson Asks the Best Questions
  • 6. NEED TO PURCHASE ABILITY TO PURCHASE AUTHORITY TO PURCHASE INTENT TO PURCHASE PAIN QUESTIONS CURRENT STATE ORGANIZATION DESIRED STATE
  • 7. 1. Get the prospect talking 2. Find a justification in talking more 3. Identify if it makes sense to talk more 3 Goals for Questions Asked
  • 8. NEED TO PURCHASE ABILITY TO PURCHASE AUTHORITY TO PURCHASE INTENT TO PURCHASE PAIN QUESTIONS CURRENT STATE ORGANIZATION DESIRED STATE
  • 9. • Need to generate more revenue through the website PAIN POINTS • Website visitors are not converting to customers • There is a need to increase website traffic • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? PAIN QUESTOINS PAIN QUESTIONS CURRENT STATE
  • 10. • Currently have what you sell? AREAS TO ASK ABOUT • Current vendor/provider • Current systems and processes CURRENT STATE QUESTIONS • Do you currently have a website? • Are you currently working with a web design agency? • What CMS platform is your website built on? • People in the organization • Current contracts and expiration dates • Size details – number of sites, people, systems, etc. • Current performance/stats (technical, marketing, financial, etc.) • Last time evaluated other options • Do you have internal web design resources? • When does your current agreement expire? • How many different websites do you currently have? • How much traffic are you currently getting to your website? • When was the last time you considered redoing your website? PAIN QUESTIONS CURRENT STATE
  • 11. PRODUCT TARGET VALUE PAIN QUESTIONS
  • 12.
  • 13.
  • 15. Cold Call Script VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT OPEN CLOSE
  • 16. Cold Call Process OPEN THE CALL PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS
  • 17. OPEN THE CALL PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Asking Questions
  • 18.
  • 19. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Advance to Questions If I could ask you real quick.
  • 20. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Pain Questions • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors?
  • 21. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Current State • Do you currently have a website? • Are you currently working with a web design agency? • What CMS platform is your website built on? • Do you have internal web design resources? • When does your current agreement expire? • How many different websites do you currently have? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • When was the last time you considered redoing your website?
  • 22. 3 Categories for Answers INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Neutral Response: Things are OK or prospect does not know Cold Response: Everything is good/great Hot Response: There is a problem/pain
  • 23. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Well, it sounds like you all are doing pretty good. Advance to Pain Points Well, based on what you shared, it might make sense for us to talk in more detail because that is the type of thing that we help with. Skip to Product / Company Info
  • 24. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS Pain Points We work with a lot of small businesses and they often have a: • Need to generate more revenue through the website • Website visitors are not converting to customers • Need to increase website traffic Are you concerned about any of those areas?
  • 25. INTRODUCTION PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO SALES TAKEAWAY PAIN POINTS Well, based on what you shared, it might make sense for us to talk in more detail because that is the type of thing that we help with. Advance to Product / Company Info Well, it sounds like you all are doing pretty good over there. It might not make much sense for us to talk. Begin to walk away CLOSE Go Back to Questions Actually, if I could ask you real quick.
  • 26. Cold Call Process OPEN THE CALL PURPOSE FOR THE CALL QUESTIONS PRODUCT / COMPANY INFO CLOSE SALES TAKEAWAY PAIN POINTS
  • 28. Follow Us @salesscripter / @sales_halper @salesscripter / @michael_halper @salesscripter www.linkedin.com/in/mhalper/ @sales_halper
  • 30. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  • 31.
  • 32. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  • 33.
  • 34. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  • 35.
  • 36. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  • 37.
  • 38. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  • 39. Get your copy here https://www.amazon.com/dp/0578615762