The Selling Factory

Tips for Cold Calls: When to Use (and Abandon) the Script

Written by Meghan Keough

Meghan is a sales development representative at The Selling Factory as well as a sophomore studying Business Administration at UF. Fueled by her passion for writing and storytelling, Meghan has immersed herself in academic writing and journalism since her freshman year of high school. She gathers her inspiration from her hobbies, including reading novels and discovering new TV shows and films.

Photo by Content Pixie from Pexels

I always light a candle when I’m working off a cold call sales script from home. Something about the flapjack-scented sweet air wafting through the room reminds me of the breakfast I never get around to making before my morning shift. 

While I love the flickering flames and the warm light (that’s better than any harsh desk lamp), I can never strike the match on the first try. I’ll go through anywhere between two and five matches before I create fire. Grabbing two sticks and rubbing them together would get faster results.

During my first two months as a sales development representative, or SDR, at The Selling Factory, I could never seem to strike a sale on the first try, either. My shifts consisted of call after call, voicemail after voicemail, and cup after cup of hot tea for my hoarse voice. 

Then, after reviewing some of the best tips for cold calls, it clicked. 

Tips for Cold Calls: Building Your Own Script

Making a cold call can be unnerving, even for seasoned SDRs. 

If you’re wondering how to be successful at sales, cold calling scripts are a great place to start. They offer a framework for SDRs to stay organized and consistent, but more importantly, build confidence. 

Internalize the Product, Don’t Memorize It!

The first key to leveraging the cold calling script is to internalize, not memorize. As you improve as an SDR, internalize the benefits of the product or service you’re selling and its added value for the prospect. 

If you understand and believe in the value you’re offering, so will the client. Help them realize what benefits your product can bring them and their company. Internalizing—that is, fully understanding what it is you’re offering goes much further than simply memorizing some lines on a piece of paper. 

You have to be able to improvise because the script can’t account for every response. If you know the product, this won’t be much of a problem.

That said, SDRs sometimes have to learn cold calling through trial and error. This often means putting your own twist on the script (within reason: don’t venture into false advertising because it’ll likely backfire). 

Humanize the Cold Call

As an SDR, you want to constantly lead your prospect further down the pipeline, but that may mean prioritizing the nurturing aspect of good business sales development. After all, a real person, just like you, is on the other end of the phone. 

If you listen, you may gain a whole lot more than you’d think. Establishing a friendly and personal relationship between yourself and the client can go a long way towards success in sales because people are generally more likely to buy from those they know and trust.

Strictly reading off of a script like a robot almost never works. Take C-3PO from Star Wars, for example. Even though he’s a droid (i.e. robot), his character works because he’s one of the most charismatic figures in the famed film franchise.

Accept—and Learn—From Cold Call Rejection

Even after learning all this, it took a long time for me to make my first couple of sales. When I did, I felt a huge sense of accomplishment.

The truth is: like many sales representatives (especially those just starting), I’ve gotten so many more rejections than sales.

Experienced sales managers and new SDRs alike are no stranger to rejection. The best advice: review and discuss your previous calls to identify what strategies you need to adopt, adjust—and move on from. 

While the prospect may have said no today, they may not next time.

Kira Baker

Campaign Manager

Kira is a recent graduate from the University of Florida where she received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hope to visit all of the National Parks one day!

kira@thesellingfactory.com

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

jared@thesellingfactory.com

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

ian@thesellingfactory.com

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

damien@thesellingfactory.com

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

brendan@thesellingfactory.com

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

savannah@thesellingfactory.com

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

zack@thesellingfactory.com

Josiah Blakemore

Campaign Manager

Josiah has over 8 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

josiah@thesellingfactory.com

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she led a psychology research lab on goal achievement and life satisfaction and took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. Through her creative and methodical vision, she engages both students and entrepreneurs to help them find their version of success.

sueming@thesellingfactory.com

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led Slingshotfund.org to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

adam@thesellingfactory.com

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.

brad@thesellingfactory.com