THE SCRIPTS

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CREATING A COLD-CALL SCRIPT

CASE STUDY #1: CREATING A COLD-CALL SCRIPT FOR BILL GOOD
MARKETING
PREPARATION

In the preparation, its time to think before you act. As each step is
completed, write down the results of the thinking put into the step and
the research involved so this process can later be duplicated.
WRITE DOWN YOUR OBJECTIVE FOR THIS CAMPAIGN.

Find Cherry prospects for the Bill Good Marketing System.

Create a campaign a relatively new lead developer can use to generate
immediate results.
DECIDE WHAT LIST TO USE AND WHY

List: The 3,500 financial advisors with a firm who recommends our
product.
Why: We have repeatedly mailed to this list and it works.
LIST THE PRODUCT FEATURES AND BENEFITS

Various words from both features and benefits will be used in Google
search strings.
Features

Benefits

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Database Management Program

Enables the user to manage both

marketing campaigns and
coordinate the actions of a team.

Prospecting Campaigns

Campaigns are already done and

tested.

Client Marketing Campaigns

You do your job.

Support Team

Have more time to spend with

interested, qualified clients and
prospects.

Pre-written tested direct mail lettersEnormous time savings

It is a system.

Double business or work half as

much.

GOOGLE VARIOUS COMBINATIONS OF FEATURES AND BENEFITS.

You are looking for clever ideas you can use in an opening benefit
statement and (if you are offering a free report) in the title of your
offer.
Google Search String 1: manage marketing coordinate team
Comment: This search string mostly produced job descriptions and
help-wanted ads.
Google Search String 2: double income work half as much
Comment: Switching to the main benefit of the System produced more
interesting headlines.

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Headlines
Having Your Cake and Eating It Too
Making Work Pay
Hard Work Good Pay
Full Time Income
Google Search String 3: client marketing prospecting double income
Comment: These headlines are more specific.
Headlines
Get Over Procrastination So You Can Get Marketing Again

Magnetic Marketing: Learn How To Attract a Flood of New Clients

Tooting Your Own Horn

LIST POSSIBLE OFFER AND NOTE PRIMARY BENEFIT OF EACH

List several. If one doesnt work, you can then easily try another. Or
you can do two scripts and test both.
a) Offer: Free copy of Prospecting Strategy for the Do Not Call Era.
Benefit: Stop procrastinating and start prospecting.
b) Offer: Free copy of Surefire Team Building Strategy.
Benefit: More time for being an advisor or pursuing other goals.
c) Offer: Free 2-year marketing plan consultation.
Benefit: Reasonable, accurate estimate of what it will take to reach business
goals.
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MOSTLY RE-WRITING

When you write your first script, you will fill in the blanks on My Script
Worksheet 1. In the rest of this document, I will walk you through each
step to show you how I did it. I explain every critical wording choice so
that you dont change something that should not be changed. I dont
want you tossing out any babies with the bathwater (mine, age 12
upon observing nevermind.)

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IDENTIFY DECISION MAKER AND SCREENER

THE RECEPTIONIST
Before you contact the decision makers office, you want both the
screeners name and that of the decision maker. You get a little more
edge by saying, Good morning, Jack. Unless you are calling a very
small office, normally the first person you talk to will be the
receptionist. We want to give it our best shot to get the information
from him or her.
Use version A if you dont have either the screeners or boss name.
We try to get them both.
Use version B if you already have the decision makers name, to get
the name of the screener.
If the screener and the assistant are likely to be the same person
(small office), were going to act like its a bigger office and assume
that the screener is actually the assistant. Youll see.
The words shaded in grey below represent a field in My Scripts
Worksheets where you fill in the blanks. Theyre just devices to make
it easier for you to create your own script. In developing your own
worksheet, you will click on a field and then type the information called
for by the field name.
VERSION A

You need an enthusiastic greeting. Use the one you are most comfortable with.

Hi!/Good morning/Good afternoon.

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By pausing, the receptionist

will often respond as opposed to automatically transfering you to an extension. In order to get name
(PAUSE)

word:
I need
to speak
get you
more names than asking, May I please
If you want to Critical
get a name,
give
your own
first. will
Its good
manners.
This is Mike Lyons. Im with Freelance. I need to speak to your
[Title/Position]. Could you tell me his or her name, please?
(Response)
And in case I get disconnected and need to call back, what is his/her
assistants name?
VERSION B

Hi!/Good morning/Good afternoon.

(PAUSE)
This is Mike Lyons. Im with Freelance. I need to speak with
[Decision-Makers] assistant. Could you tell me his or her name,
please?
Since the prospecting list for this test includes the name of the
decision-maker, and since they are small offices, I will go with Version
B.

Hi!/Good morning/Good afternoon.

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(PAUSE)
This is Bob Hammer. Im with Bill Goods office.
I need to speak with [Advisors Firstname]s assistant. Could you tell
me his or her name please?
The usual response is,(Response)
Thats me. The best way to then get the screeners name is to very enthusiastically reply as shown.
Great! Who am I speaking with?

GET THROUGH TO DECISION-MAKER

If you have skipped Chapter 19, Script Rewriting, you probably
should read it. Otherwise, you might wonder why The Good Way is
what it is.
Heres our strategy: Get the assistant to relay a message that will
interest the decision-maker enough to take the call. You have one
sentence to state your offer. You will use, or more likely adapt, one of
your headlines in making this offer. Your words must be so compelling
that a S/hes not interested, response is not an option.
Under no conditions are we going to bulldoze our way through using a
variety of tactics that we get all the time at my office. (Hi! Im an old
friend of Bills and I just found him on Google.) Yes, these tactics work
with unskilled screeners. But now youve made an enemy of the lion
at the gate. Next time you call, hold is a long place to be.
Here is the blueprint from My Scripts Worksheet.

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Good morning/afternoon, [FName]. This is Mike Lyons. Im with

Freelance. I need less than a minute of [Fname]s time to see if s/he
would be interested in [insert text explaining your offer and benefit].
Would you connect me, please?
In crafting my own offer, I was intrigued by one of the headlines, Get
over procrastination so you can start marketing again. I wanted to
test that concept because my surveys continually tell me prospects
repeatedly want to be doing more prospecting.
Well, why arent they doing more?
Could procrastination be a hot button?
Dont know.
But I know
how atobenefit
find out.
In offering
this strong, you better be able to back it up when you get to the decision-maker.
Good morning/afternoon, [Fname].
This is Bob Hammer. Im with Bill Good Marketing.
I need less than a minute of Sallys time to see if she would like to
take a look at a special report that will help her stop
procrastinating and do more prospecting.
Would you connect me, please?
In reviewing my survey results, there are actually two other items I
might also use.

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Virtually every survey respondent wants more referrals. And, most

people prospect by networking. But they still answer that they want
more prospecting.
So heres an alternate way to put it:
This is Bob Hammer. Im with Bill Goods office.
I need less than a minute of Sallys time to see if she would like to
take a look at a special report that will help her stop procrastinating
and do a better job with networking and referral marketing.
Would you connect me, please?

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COMPUTER-BASED MARKETING SYSTEM

May I speak with M/M ________, please?
(Response)
Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does the
name Freelance ring a bell? or b) You know who we are, dont you? or
c) Can you hear me OK on this phone?
Dont Know You: Were the _____________________________________.
PHRASE IDENTIFYING FIRM
Does that ring a bell?
Verify Decision Maker: M/M ______, do you take care of the _______
decisions for your family?
THE OFFER:

(List as many as you can think of. You may be constrained by booklets
on the table now.)
I have some information available on the Bill Good Marketing
System. This is a computer-based, client marketing, prospecting and
office management system. Did you read about this in one of Bills
books: PROSPECTING YOUR WAY TO SALES SUCCESS OR HOT PROSPECTS?
Yes or No Then as I am sure you know, this is a system designed to
enable sales people to double their business or work half as much.
Not Interested at All: Thankyouverymuch! (Dial Tone.)

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INTEREST:

Could I send you some information on it?

Let me ask you this. What would you most like to improve in your
business right now?
(Response)
If we had a CD series that dealt with that, is this something you
would consider? I will look through our inventory and if something
comes to mind, Ill get it out to you, fair enough?
QUALIFICATION:

Commitment: I know how busy you are and how much paper
comes across your desk. So you tell me. If I send this out today, you
should get it in 35 working days. Realistically, you need about an
hour to look it over and jot down some notes and questions. When
will you have time to do this?
Need: On a scale of 110, how effective do you feel you are with
your current database program?
Money: Our System sells for $11,400. If you like what you read,
could you write a check or put it on a credit card?
$$ A Problem: When would you expect to have the funds
available?
(Response)

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Okay. Suppose I give you a call in (Month) and well set a time
then to take a closer look. Fair enough?
Decision: How many people would ultimately be involved in
making a decision to proceed?
Time: When you are making a decision of this kind, what is the
procedure you typically go through and how long does it take?
QUALIFIES:

(Are these funds available now?) Just one other question and I'll let
you go. In case I cant get in touch with you during normal business
hours, are you ever reachable earlier in the morning or later in the
afternoon at your direct extension?
(RESPONSE)
IF NO: What is the best time of day to contact you?
IF YES: And that number is?
I have your address down as _____. Is that correct? Great!
Haveagoodday and thankyouverymuch.

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COMMERCIAL REAL ESTATE

May I speak with M/M ________, please?
(Response)
Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does the
name Freelance ring a bell? or b) You know who we are, dont you? or
c) Can you hear me OK on this phone?
Dont Know You: Were the _____________________________________.
PHRASE IDENTIFYING FIRM
Does that ring a bell?
Verify Decision Maker: M/M ______, do you take care of the _______
decisions for your family.
THE OFFER:

I have some information available on an eight-unit apartment

building we have for sale. Are you familiar with the eight-plex on the
corner of 14th and State Street?
Yes or No Because of its location near the University, this building
has nearly 100% occupancy which could give you a steady income
stream and be an important part of your goal to retire welloff.
INTEREST:

Could I send you some information on it?

Not Interested At All: Thankyouverymuch.
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Fallback: Let me ask you this. Are there other commercial real
estate transactions you would consider at this time?
(RESPONSE.)
Very good. If something comes up that meets these requirements,
you wouldnt object if I gave you a call and mentioned it, would
you?
QUALIFICATION:

Commitment: If I send this information out today, you should

receive it by (DAY). Will you have time to look it over by (DAY)?
(RESPONSE)
IF NO: When would you be able to review the material?
Need: How do you see an eight-plex fitting into your long-run
investment strategy?
Money: This eight-plex would require a down payment in the range
of $40,000. Plus, your credit would need to be good enough to
guarantee payments in the range of $3,200 a month in case the
building werent rented. Any problem with the $40,000 down
payment?
(RESPONSE)
What about your credit?
$$ A Problem: When would you expect to have the funds
available?

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(Response)
Okay. Suppose I give you a call in (Month) and well set a time
then to take a closer look. Fair enough?
Decision: Would you make this decision on your own or would you
consult with a significant other, CPA, or attorney? (RESPONSE)
Other: Who else would be involved in the decision?
Time: And if you like the idea, how long would it typically take you
to make up your mind one way or the other?
QUALIFIES (RESIDENTIAL)

(Are these funds available now?) Just one other question and I'll let
you go. In case I cant get in touch with you during the
(DAY/EVENING), how can I reach you during the (EVENING/DAY)? I
have your address down as _____. Is that correct? Great!
Haveagoodday and thankyouverymuch.
Not now: When would you be better able to seriously consider a
real estate investment?

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TAX-FREE BOND FUND SCRIPT

May I speak with M/M ________, please?
(Response)
Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does
the name Freelance ring a bell? or b) You know who we are, dont
you? or c) Can you hear me OK on this phone?
Dont Know You: Were the _____________________________________.
Does that ring a bell?

PHRASE IDENTIFYING FIRM

Verify Decision Maker: M/M ______, do you take care of the _______
decisions for your family.
THE OFFER:

M/M _____, I have some important information for you on what's

called a tax-free municipal bond fund. Have you ever heard of one
of these before?
Yes or No OK. Then (as I am sure you know), it is a portfolio of top
quality tax-free bonds that have been selected for both income and
safety.
INTEREST:

Could I send you some information on it?

Not Interested At All: Thankyouverymuch.

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Fallback: Let me ask you this. What kind of investments have you
been making lately?
(RESPONSE)
If I came up with an idea in (investment type mentioned), you
wouldnt mind if I called you back and mentioned it, would you?
Commitment: If I send this information out today, you should
receive it by (DAY). Will you have time to look it over by (DAY)?
(Response)
Need: To benefit from tax-free income, you need to be at least in
the 28% tax bracket. Would you say this applies to you?
(RESPONSE)
Money: If you do like the idea, would an investment of ($_____) be a
problem to you at this particular time? (RESPONSE)
Decision: When making this kind of decision, are you the decision
maker or do you consult a significant other?
Other: Who else would be involved in the decision?
Time: Whats the time frame you feel comfortable with for making
a financial decision of this magnitude?
QUALIFIES:

(Are these funds available now?) Just one other question and I'll let
you go. In case I cant get in touch with you during the

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(DAY/EVENING), how can I reach you during the (EVENING/DAY)? I

have your address down as _____. Is that correct? Great!
Haveagoodday and thankyouverymuch.

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