1

https://sellingunleashed.com

TABLE OF CONTENT

Intro 3

The word for word script for how to handle the decision maker 7

The word for word script for how to get past the gatekeeper 9

How to adapt it to your industry 10

Outro 11

2
 https://sellingunleashed.com

INTRO
The cold call is one of the most hated activities for salespeople and
small business owners (who in fact are also salespeople, that’s why I
include them when I write about salespeople in this booklet).

And I totally can understand why. Often you will get verbally and
mentally beaten up by your targeted decision makers - if you managed
to get through to him. That hurts! Studies have shown that the same
areas of the brain get activated as when people feel physical pain: The
anterior insula and the anterior cingulate cortex (call me El Profesor del
Google).

So of course we try to avoid that. It’s programmed into our DNA. But
same as in fight sports you can condition yourself to be less affected.
By being less affected it is easier to follow through and stick to it. By
following through and sticking to it you will develop above average skill
levels to the point you know exactly how to dodge the situations that
create the pain. Like a boxer knows how to slip punches.

So take it easy, just get beaten up a lot and you will, eventually, become
a great cold caller.

Or you can take a shortcut and learn from my journey. Believe me I got
beaten up by customers during cold calls. A lot! But I sticked to it and
learned. I learned by myself, learned through seminars, trainings,
exchanging knowledge with others and finally became great at it.

But thick skin alone isn’t the end solution to this. You need to know a
thing or two about human psychology. Like real psychology. Hard wired
human behavior. Triggers that let people freak out and going gangsta on
you. And how to avoid them. Let me tell you how I learned about it and
used it to develop this script..

3
 https://sellingunleashed.com

You know groupon.com, right? The daily deal company that managed
to get featured on a Forbes Magazine front cover as the „fastest
growing company ever“. I was with them since the early days. Starting
as an account manager I soon was promoted to act as their sales
training director. And the first thing I did was to implement a new cold
call sales script, because most of my team mates had massive troubles
selling to the really hot restaurants, beauty doctors or national and
international brands. And it was clear why. They didn’t want to have any
business with us whatsoever. To them we were the „discount guys“, the
last resort for failing small businesses no one wanted to buy from with
regular prices.

As soon as they heard „Hello my name is X and I’m with Groupon“ it

was over and out. This is also the reason why we couldn’t switch to
email marketing. Once they saw Groupon in their inbox, it was an
instant delete. We would have had better success selling binoculars to
Ray Charles (not discounted by the way).

We had a serious problem. 80% of the deals on our website were from
mediocre businesses. Some where even really, really bad. They
managed to get published because we had to put deals out to the
masses. Because if you stop the wheel once it’s spinning, you loose a
ton of momentum, credibility and sales. On the other hand it was a
gamble because bad reviews were pouring in every day. About false
advertising (you know, the marketing guys at Groupon were superhero’s
at presenting shit as the next big trending thing) and bad experiences.

So we had to do something. We had to get the well known brands on

our site. We even had really good arguments why they should discount
with us. We just needed a chance to pitch to them without them
hanging up the phone on us.

4
 https://sellingunleashed.com

One Friday evening I had nothing to do and was sitting at home alone
was preparing for a wild night out partying like crazy when the TV got
my attention. They were showing something about primates. Apes and
shit. But there was one particular moment that struck me right in my
face. They were explaining how the brain was working on a primal
instinctual level. I learned how information has to be processed by the
brainstem (the oldest part of our brain) first. It’s the brainstem that tries
to decide if something is friendly or hostile. If it’s friendly everything is
OK. If it’s considered danger, the amygdala gets triggered. Now the
amygdala is to us salespeople what a minefield is for a soldier.

One wrong step and BOOM! You’re busted!

The amygdala, the minefield of the brain, triggers the „fight or flight“
reflex. On the phone a fight response could result in shouting and
anger. You know like „Mother*beep*, never ever call me again you
*beep*“ or „Why the *beep* do you guys keep calling me and bustin’ my
*beep* stop it will ya!“. A flight response could result in hanging up the
phone or just telling you politely that they are not interested (even if you
couldn’t even tell them the reason of your call).

So in this moment I knew that I had to develop a script that bypasses

this human minefield. We had to somehow get pass Medusa without
looking into her eyes.

What I found out was that nearly all outbound scripts start the same:
„Hello Sir, my name is Donald and I’m with JUST ANOTHER
HAIRPIECE COMPANY. Have you heard about us? We are the premier
supplier for hairpieces in the world and we are actually running a
discount blablabla“.

It’s all about ME, ME, ME. Have you heard about US. WE are this and
that. WE want your money. WE have a discount. It’s a constant PUSH.
It’s hard selling. It’s something Hollywood suggested for years was the
way to go (movies like Boiler Room, Wolf of Wall Street, Wall Street,
etc.). But guess what? They are wrong. So wrong!

Read on the next page what a sales script should really look like.


5
 https://sellingunleashed.com

The right way to do it, is to PULL the customer into your conversation
as soon as possible. Make it about HIM or HER, not ME. But first you
have to clear his mind. He just got called by a stranger, so of course he
isn’t relaxed. And as long as he is in alert mode he won’t be fully in the
moment mentally.

It should look like this:

<clear all ongoing thoughts> <increase sympathy and trust> <pitch>

Instead of:

<pitch> <try to increase sympathy and trust>

What do think first if some stranger is calling you?

How could you design your sales script to clear the mind of your
customer?

Try to answer this question for yourself or just go straight to the script,
where I included the different stages of the conversation and why you
have to say what you have to say.

Wow, this were some long sentences and paragraphs without explicit
language. I’m getting better! Fuck yeah!


6
 https://sellingunleashed.com

COLD CALL SCRIPT DECISION MAKER

STAGE SCRIPT

Introduction „Hello Mike, this is Dominic“

„Hello Dominic“ / „uhm.. hello?“

Your customer’s first thought: „Mike, I bet you might think „who is this Dominic and what does
„Who is this and what does he he want?“ am I right? :)“
wants?“
„Hehe, that’s exactly right“ / „uhm yeah, is this a sales call?“

You are answering his first thought

„Hehe I am in fact a salesperson and I would LOVE to win you as
my new customer. Mike, is it even possible to get you as a new
You are telling him openly that this customer?“
is a sales call. This will reduce his
alertness tremendously „Well it depends on your product / service“ / „What do you sell“

Now his next thought is „What do „Of course it does. I am with COMPANY and I want to be your
you sell?“
ADDITIONAL / NEW partner for X BUT ONLY (<-say this very fast)
if it makes sense for you. And for this reason I have just ONE
You give him a quick glimpse quick question. Is that OK?
about the topic and your
intentions but make the call about „sure“ / for the rare occasion he says „we already have a solution and
HIM before you pitch your I am happy with it“ you don’t give up but ask him „Alright, in THAT
services. You do this with an open case I just have one FINAL question, is that OK?“
question that is addressing HIS
problems / situation / thoughts
If you could name ONE thing in the area of X (topic of your
product / exp. datacenter / internet provider / business
In the same time you will get your insurance / etc) that doesn’t run as smoothly as you would like,
main point of focus for your pitch what would that be, off the top of your head where you would say
(I like to say he is now handing „if I had fixed this, I would be the happiest CEO / head of blabla
you the ammunition to load your in the world“. The first thing that comes into your mind.
rifle)
„hm this would be…“ (it’s too expensive / internet not fast enough /
terms are too complicated / etc)

(optional)
(optional)

If you only receive a vague I see.. and what exactly would that be in detail? Just to get a
answer, dig deeper better understanding.“

7
 https://sellingunleashed.com

STAGE SCRIPT

NOW is the right time for your „Mike, its funny and you might not believe me but this is
pitch
EXACTLY the reason why I am calling you today:

Insert on of your existing I recently worked with a business in your industry called ______
customers

Here you fill in your value and we managed to ______ (example: lower their costs / increase
proposition for his mentioned their efficiency / what ever he told you before)
points A B C
by _______ (how have or would have you done it)

If you are in telesales and want to let me show you how we would approach your case.
sell right now over the phone say Shall we discuss it right now on the phone or would it be better
this to set an appointment?

If you want to meet your client in let me show you in person how we would approach your case.
person say this When would you like to discuss it, how does next Thursday
around 10 AM sound to you?

This script is taking the discussed scheme into account.

You begin by answering his thoughts (who is he, what does he want).

Trust in this script and tell your prospect right away that you are a
salesperson (or a business owner) who wants to win him as a new
customer. This is like showing him both of your empty hands. You are
not a threat anymore. You have bypassed the minefield.

Tonality is very, very important when using this script. Play around with
it, imagine someone is calling you. How should this person sound to
make you feel comfortable and not pitched?

You can and you should increase your energy the very moment you
start with your pitch. You have to show that you are fully invested in
your company and product. If you come across as slow, sleepy or
bored your customer will never get excited in your product. Ramp up
your energy!


8
 https://sellingunleashed.com

Cold Call Script Gatekeeper

STAGE SCRIPT

„Laura Smith“

„Good morning Laura / mrs. Smith, this is Michael Johnson from

Note that you are not asking Betterproducts. How are you?“
„could / would you please“. It’s
like am order „Put me though to „Good morning“
him“

„Say, Laura / mrs. Smith, is Ryan Hughs in yet?“

The „let him know that Michael is
waiting“ part suggests that you „Yes, he is. What is this regarding?“
know each other. Don’t tell her
that you do, this would be a lie. „It’s regarding his ___________ (marketing processes, logistic
And this lie could backfire later on processes, software processes, etc.) in particular his __________
in the process. But on a subtile (new customer acquisition campaigns, freight shipments, license
psychologically level it works agreements, etc). Please put me through to him and let him know
wonders. that Michael is waiting. Thanks Laura / mrs Smith“

There could be an objection „does he know you?“

where he wants to know if you
know your target person „Thats why I’m calling. I need his decision as head of X / director
of X regarding the ___________ (new customer acquisition
campaigns, freigh shipments, software license agreements, etc).
Please pass him to me. Thank you“



A secretary has the job to make the life of her boss easier. Some of
them got the order to just let important calls through, some are not
allowed to forward salespeople (eww..) and some aren’t allowed to
forward any calls at all.

But you can bet that all of them need to know „who you are“ and „what
the reason for your call is“. So don’t freak out if she asks you about it.

It’s her job. Be nice to her. Don’t be arrogant, angry or irritated.

But don’t ever sell to her. There’s a reason she is the gatekeeper and
not the decision maker. 


9
Adopt the script to your industry

The red marked parts are the one „Of course it does. I am with COMPANY and I want to be your
that you should adjust to fit the ADDITIONAL / NEW partner for X BUT ONLY (<-say this very fast)
industry you are in. if it makes sense for you. And for this reason I have just ONE
quick question. Is that OK?

If you could name ONE thing in the area of X (topic of your

product / exp. datacenter / internet provider / business
insurance / etc) that doesn’t run as smoothly as you would like,
what would that be, off the top of your head where you would say
„if I had fixed this, I would be the happiest CEO / head of blabla
in the world“. The first thing that comes into your mind.

SaaS / Software „Of course it does. I am with Cybercom and I want to be your NEW
CRM partner BUT ONLY if it makes sense for you. And for this reason
I have just ONE quick question. Is that OK?

If you could name ONE thing in the area of how you are managing
your customer and sales data that doesn’t run as smoothly as you
would like, what would that be?

Logistics / Freight shipping „Of course it does. I am with FreightHero and I want to be your new
or additional partner when it comes to your shipping processes BUT
ONLY if it makes sense for you. And for this reason I have just ONE
quick question. Is that OK?

If you could name ONE thing in the area of your processes and
collaboration with your shipping partners that doesn’t run as
smoothly as you would like, what would that be?

Hardware „Of course it does. I am with Luxprint and I want to be your new or
additional partner when it comes to printing BUT ONLY if it makes
sense for you. And for this reason I have just ONE quick question. Is
that OK?

If you could name ONE thing in the area of how you are handling the
printing and scanning of your documents that doesn’t run as
smoothly as you would like, what would that be?

Marketing / Ads „Of course it does. I am with AdMonster.com and I want to be your
new or additional partner when it comes to advertising BUT ONLY if it
makes sense for you. And for this reason I have just ONE quick
question. Is that OK?

If you could name ONE thing in the area of new customer acquisition
or online campaigns that doesn’t run as smoothly as you would like,
what would that be?

10


Outro
I really hope that I could provide you with some value.

You should definitely keep the first part of the script, the one where you
are calling your prospect out on their thoughts. This is crucial to lower
their firewall. You should also stick the the tactic of telling him very soon
about your intentions and be open about trying to win him as a
customer. This will build a first layer of trust. Plus you will stick out.
Most salespeople try to cover the fact that they try to sell something.

But let’s be honest, they know it anyway and it will just make you seem
suspicious and not very trustable.

You can alter some words to suit your unique language and style, but
you should definitely keep the framework of it where the actual pitch is
placed in the middle / end of the call. It’s a true game changer!

You are now part of my mailing list and therefore also a member of my
selling unleashed gang. This means you will profit from 97% of my
sales knowledge for FREE. Welcome!

If you received this booklet from a friend you should subscribe

nevertheless because it’s the best resource you will find when it comes
to cold calling and some of the best general sales hacks and tricks.
Some of them will be 100% exclusive for my subscribers only.

Such as „The swiss army knife method of objection handling - One

technique that works for 80% of all objections“

I would highly appreciate if you could provide me a feedback on

how did you like my script and booklet? Does it provide value to it?
If yes, what have you liked the most? If no, where could I help you
out so it will be of value?

Have a great time and all the best

Dominic (dominic@sellingunleashed.com)
11