Why your sales script isn’t working

Assume everyone you're speaking to is completely cold. In marketing speak, we've got cold traffic and we've got warm traffic, right? So warm traffic is probably what you're used to. This is probably referrals. This is word of mouth. That's warm traffic. They already know you. They already kind of like you. They already kind of trust you. And so it's not that big a jump to get them from know like and trust to ready to buy. Cold traffic is the opposite. Okay? So cold traffic knows little to nothing about you, basically strangers. And so if you can assume throughout your entire sales process that everyone you're speaking to is fairly cold, then your entire sales process is going to get so much better. Because at this moment in time, if you haven't made this transition yet, you probably can't even sell to cold traffic at all. If somebody were to click an ad and this is the first exposure to your brand, right, there's no shot you're going to close that deal unless you know how to speak to someone who knows little to nothing about your credibility. They know little to nothing about the results you've created. They know little to nothing about how your service works. Now, if you're not already getting a lot of cold traffic, that might not be a big deal. But the other benefit of this is actually that your warm traffic is going to convert a lot better, too. So let's say you take four sales calls from referrals, and one out of every four signs up and becomes a client. Well, you might find that if you're speaking to them as if they're cold, then you're going to get one out of every three to sign up and become a client.