How to Ask Questions on a Cold Call

1. How to Ask Questions on a Cold Call

2. Close for talking more

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

14. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

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

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

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29. SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

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

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

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

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

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

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