Crafting a solid opening statement

Here are some of the necessary steps you need to take in order to craft a solid opening statement:

> Talk to the right people
Contact the right audience to increase the chance they will stay on the phone.

You can define your target market by asking yourself who you want to work with and how you will be able to help them.

“You can’t have a good cold call — even if you’ve got the script written down — if you’re calling the wrong person,” says Mary Jane Copps, owner of the Phone Lady in Halifax. “Your first step is really to do your research and make sure that you’re calling the right audience for your message.”

> Write a script
Create the perfect opening statement by writing it beforehand.

“A good opening statement, in my opinion, should be scripted word for word,” says Domanski. Your statement will never change so it’s best to write it out and practice it until you can deliver it like an actor would his lines.

> Make it personal
Start the phone call right by addressing the prospect personally.

Use the person’s first name in the greeting and introduce yourself using your full name, says Domanski.

Copps warns to resist the urge to ask how your listener is doing as you may sound disingenuous. “It rings false when someone you don’t even know asks how you are.”

> Craft your message
Follow your introduction with a short message that resonates with prospective clients.

Domanski refers to this message as an escalator speech — a short parenthetical phrase that describes what you do. For example, you work with small business owners to save for retirement.

> Keep it open-ended
Engage the listener with a question to turn the cold call into a conversation.

Asking an open-ended question allows you to get information from the prospect so you can find out more about what they need, says Copps.

You can use phrases such as, “I wonder if you need any information on these subjects.”

> Select words carefully
Choose the right words for an opening statement to avoid getting a dial tone.

Words such as “struggle” or “frustrated” will help your message resonate with potential clients, says Domanski. People can relate to feelings of frustration to pay bills or struggling to save for retirement and, therefore, will be more open to listening to you.

As well, there are unique phrases you can use to capture a listener’s attention. Domanski suggests humble phrases such as, “I’m not certain that I can be of any service.”

Although it may seem counterintuitive to admit to not having all the answers, people may appreciate the honesty more than someone trying to be a know-it-all, he says.

There are also words you need to avoid. Watch out for weak words like “just” says Copps. If you say, “I’m just calling” you diminish your message and its importance.

> Watch your tone
Be aware of your tone as you call prospects.

Your tone can be more important than your words when delivering an opening statement, says Domanski. By practicing a colloquial tone people will think of you as a human and therefore will be more interested.

Even if you’ve already made 50 calls, you need to sound engaged. “You want to be enthusiastic,” says Copps. “If you get a call from [a prospect] you don’t want to sound bored.”

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