Sale Kirill Yurovskiy |
Kirill Yurovskiy is an expert on cold selling and utilizing effective sales scripts to drive business growth. As the founder and CEO of several companies focused on sales consulting and training, Yurovskiy has established himself as a thought leader when it comes to lead generation, prospecting, and closing deals.
Yurovskiy advocates that having finely tuned sales scripts is essential for succeeding at cold outreach and calls. He states that many salespeople wing it when reaching out to potential customers, resulting in fumbled pitches that go nowhere. By carefully planning dialogues ahead of time, sellers can accurately communicate their value propositions while steering conversations.
What does Yurovskiy Specialize In
- An area Yurovskiy focuses on is scripting for the initial cold call. He says opening lines need to grab attention quickly while fostering comfort with this unknown person on the other end. Impactful scripts should humanize the seller so prospects don't instinctively put up defenses. Yurovskiy arms his clients with scripts that align to their target customers and emphasizes that one size does not fit all for effective cold messaging.
- Beyond making that crucial first contact, Yurovskiy works with sales teams on crafting email templates, objection handlers, presentation outlines, and more. He observes that only 27% of cold calls convert to subsequent meetings, underscoring why properly scripting follow-ups and rebuttals also prove critical. Methodically thinking through what to convey at every interaction increases sales success.
- Central to Yurovskiy's teachings is aligning sales scripts to prospects' pain points. He wants dialogue focused on how the offering alleviates real-world problems rather than just touting features and functionality. The most effective scripts showcase the value at stake rather than blindly promoting. Yurovskiy notes that impactful messaging requires insight into customers currently lacking solutions.
- With his simple but science-based framework around sales scripting for outbound contacts, Kirill Yurovskiy continues leading cold callers to enhanced results. His methods help companies scale their lead generation and appointment setting operations with greater efficiency and win rates. Yurovskiy proves that with the right scripts in hand, cold selling can outperform warmer forms of sales engagement.
Defining Cold Selling and Cold Calling
Cold selling, or cold calling, refers to the sales process of contacting potential customers who have not previously expressed interest in your product or service. This means initiating contact with people who are likely a good fit but currently unaware of solutions you offer that could bring value for their business.
Cold calling typically happens unsolicited via phone, but can also apply to other sales outreach methods like cold emails. It involves trying to sell to prospective customers who are not anticipating or awaiting your call or message. The goal is to capture their attention, introduce your offerings aligned with their needs and convince them to progress to the next step whether that’s a demo, trial sign-up or initial small purchase.
Why Cold Calling is Still Effective
While some argue cold calling is too intrusive or ineffective compared to inbound marketing tactics, data shows it remains a worthwhile sales technique:
- 82% of sales go to the vendor who contacts the prospect first.
- Cold calls convert to sales at a rate 10x higher than outbound email.
- Appointment settings from cold calls convert at rates between 20-50% depending on industry.
The key is to execute cold outreach strategically with well-crafted scripts tuned to each prospect. This leads to more productive conversations, faster relationship building and higher sales closure rates.
Crafting an Effective Cold Sales Script
A cold sales script works as an outline to guide interactions with prospects. The goal is not to sound overly rehearsed but rather quick access talking points to ensure more polished, consistent and conversions-focused calls.
Here are tips for developing scripts that get results:
Identify Target Buyer Personas
The first step is getting very clear on ideal customer profiles. Compile demographic info like role, industry, company size and common pain points. Also note motivating factors, goals and typical timelines or budgets for solutions. This helps customize messaging to resonate with each prospect from the initial call.
Conduct Market Research
Prior to outreach, sales reps should thoroughly research both prospects and accounts identified through lead lists as potential good fits. Use tools like LinkedIn, company websites and news articles to gather helpful context. Note details like triggers that make now a good time to reach out and potential conversation starters that break the ice with personalization.
Start Conversations Strong
Open with impact focused on value for prospects. This may involve leading with a compelling statistic on the problem you solve for those in their role or industry. Share a relevant industry data point or trend demonstrating why solutions like yours are becoming so crucial now.
Emphasize Listening
Resist the tendency to over sell upfront before confirming if and how you can in fact deliver value. Ask smart questions to better understand pain points and goals. Then summarize what you hear to validate needs and transition smoothly into your offerings as solutions.
Outline Benefits
Illustrate exactly how your product or service alleviates challenges and accomplishes objectives critical for the prospect. Get specific on quantified results and impacted key performance indicators. Educate on features and functionality but relate everything back to concrete benefits.
Handle Objections
Every sales script must incorporate effective responses to common concerns like budget, satisfaction with their current approach, timing for changes or hesitation making a quick buying decision. Address the root obstacle with empathy and logic. Offer potential concessions or creative alternatives for overcoming barriers to engagement.
Make Next Steps Clear
Close each call with clear direction on appropriate follow up whether it’s sending resources, scheduling a demo or introducing them to an existing customer for peer validation. Ask permission before adding them to your newsletter or email nurture track. Reiterate responsibilities on both sides for advancement.
Leverage Call Recording
Recording sales calls allows reviewing and improving upon scripts over time. Note what objections arise most often to expand response options. Track phrases and analogies that generate the most positive prospect reactions for reuse and refinement.
Tailor for Different Outreach Channels
While scripts serve as helpful starting points, they should adapt across outreach mediums for best resonance:
- Phone: Focus scripts on concise verbal alignment with pain points, compelling benefit-driven stats worth remembering and conversational transitions across key talking points.
- Email: Flesh out details more fully in writing with links to supportive materials. Use visual formatting like bullet points and bold fonts for scannability.
- Video: Maintain authenticity with off-the-cuff yet informed explanations. Back claims with images, charts and real customer evidence.
Tools like video sales enable blending scripts with visuals. Userlane video guidance overlays walk prospects through product demos, trials and onboarding right from cold emails or chatbots. This builds helpful familiarity and buy-in by showing instead of just telling value.
We Always Try To Understand
Users Expectation
Examples & Templates
While scripts should align closely with product offerings and buyer personas, here are examples across industries demonstrating best practices:
SaaS Sales Script
- Opening: “Hello [Name], this is [Your Name] calling from [Company]. I noticed on LinkedIn you recently took over leading marketing operations for Acme Corporation. Is now an alright time for a quick chat?”
- Pain Point Probe: “What key priorities is your team focused on this quarter when it comes to streamlining campaign processes and improving ROI?”
- Benefit Positioning: “That goal is exactly what our SaaS platform powers for other enterprise B2B marketing teams. We offer an intuitive, centralized suite allowing you to...[quantified benefits].”
- Build Value: “For instance, current customers typically experience a 35% boost in campaign conversions plus 61 hours per week saved on repetitive workflow administration.”
- Objection Handling: “I understand change management hesitation. We actually mitigate risk and train time significantly. Our reps handle the setup and configuration aligned to your existing stack and processes. And administrators get unlimited 1-on-1 video training.”
- Advance Conversation: “I’d love to introduce you to our client success team to show you a demo tailored for [Company’s] use case. Does next Tuesday or Thursday seem to work better for a 30 minute overview?”
Financial Services Script
- Opening: “Good afternoon. This is Marie from Worthpoint Financial. I saw on the news that Acme Corporation is merging with Compass Inc. I imagine it’s an busy time ensuring that employee retirement benefits get properly aligned between the companies as part of this transition. Is that assessment on track?”
- Pain Point Probe: "What's your biggest headache when it comes to getting merger HR details like 401k account consolidation fully straightened out on top of everything else involved with the integration?"
- Benefit Positioning: “That's exactly the specialty scenario where Worthpoint can alleviate administrative burdens. For M&A cases like this, we offer..."
- Build Value: "For example, we handled multi-account coordination for MegaCorp during their recent acquisition and their HR VP estimated it saved over 500 employee hours plus $100K in additional transfer fees."
- Objection Handling: "I know you likely already have relationships with incumbent 401k vendors. We influence but don't disrupt. Think of us more like project managers ensuring you meet fiduciary oversight duties across old and new plans."
- Advance Conversation: “I’d be happy to discuss our merger and acquisition integration capabilities for retirement plans in more detail and explore whether there’s potential fit for assistance as you finalize next quarter’s changes. Are you available this Friday at 10am or next Tuesday at 3pm for a quick 20 minute intro call?”
Local Service Sales Script
- Opening: “Hello, am I speaking with [Name] the Facilities Manager over at Acme Corporation?”
- Pain Point Probe: “What’s your biggest frustration when it comes to keeping up with lawn care and snow removal demands on top of handling your organization’s day to day building maintenance projects?”
- Benefit Positioning: “The good news is Evergreen Landscaping specializes in exactly those groundskeeping services for local business parks. We offer...”
- Build Value: “For instance, we take care of 12 neighboring corporate campus locations. This volume allows us to dedicate an account manager onsite full time during peak seasons to immediately handle any landscape needs that come up.”
- Objection Handling: “I realize you may already have existing vendors but keep in mind we typically save companies about 30% on contracts for similar scale. This is in part because we leverage the latest electric equipment like leaf blowers and snow throwers that are more reliable and cost effective.”
- Advance Conversation: “I’d welcome the opportunity to stop out sometime this week to walk your exterior property and provide a free estimate or proposal scoping out options where Evergreen could pitch in helping make your job easier. Does Thursday or Friday seem more convenient for 30 minutes?”
Tips for Effective Cold Calling
Beyond using smart scripts, here are additional evidence-based best practices to improve cold calling and selling execution:
- Place calls at optimal times based on buyer persona schedules on Tuesday-Thursday. Avoid Mondays, Fridays and holidays.
- Keep calls short at 5 minutes or less initially; highlight value fast then schedule next steps for demos.
- Mix up language, cadence and tone to find the most effective voice and style.
- Research prospects immediately prior to calls to reference recent triggers and personalize.
- Smile physically before dialing to come across friendly. Enthusiasm and confidence convert.
- Highlight choice through limited scarcity offers like trial access spots.
- Use concise sentences focused on benefit-driven data points that compel engagement.
- Remain patiently persistent with consistent nurture post call. It often takes 6-12 touches to convert a cold lead.
Proper preparation combined with practice using well-constructed scripts optimizes cold outbound. The above guide should arm any sales rep to book more meetings and close more sales. Reach out to discuss how we can help save time building effective cold calling materials tuned to your business’ solution offerings and ideal buyer markets.