Steal My SEO Cold Calling Script, Template & Process [FREE]
I’ll be honest – I don’t cold call anymore because, well, it sucks.
I’ve dedicated years to building an inbound lead system (YouTube, SEO, etc) – so I wouldn’t need to cold call.
When I first started out I didn’t have a choice – I had no traffic, no clout and no audience.
I cold called because it was the best method to land clients – I did what I had to do to help my business succeed.
Cold calling successfully requires 4 things:
- A strategy to pre-qualify prospects (i.e. not calling random businesses)
- A well thought out process that maps out the most used rebuttals
- An air tight script
- A tough mental attitude – you will hear “no” (and worse) a lot
In this guide, I’m going to give you the strategy, process and script to cold call and close digital marketing clients.
The rest is on you!
1. Prospect for “warm” opportunities
We want to take as much of the “cold” out of this process as possible. We do that by calling people who stand to benefit from our services.
I like to target businesses that are:
- Not ranking in organic search
- Currently paying for AdWords
This guarantees 3 things:
- This business has a marketing budget
- They’re invested in growth
- They understand the basic concept of SEO
We want to be on and off the phone as quickly as possible – we don’t want to spend 20 minutes explaining ourselves.
Finding targets is simple and easy to outsource:
- Create a Google Sheets document
- Build a list of keywords targeting the industry’s or clients you’d like to work with. For example, if you want to work with attorneys some sample keywords might be Miami DUI attorneys, Miami attorneys, etc
- Add columns for contact info
- Pass this off to a virtual assistant (VA) and tell them to fill it based on businesses that are advertising with pay per click ads (PPC) but are not ranking organically on the 1st page
Once they’re done, you’ll have a list of dozens of not-so-cold leads to call.
2. Hold on! Before you pick up the phone…
I just want to cover a few quick pointers before you start firing off phone calls.
- The script is built with the end goal to set a follow up meeting (either in person or on the phone). Therefore, you want to keep the call as quick as possible. Peak their interest and get their permission to set a follow up meeting.
- Speak quickly and confidently. Dictate the pace of the conversation with the tone of your voice and your genuine interest in helping them.
- This call is about them, not us. Don’t beat your chest – focus on how you can provide them value.
- Before you call them, pull up their data in Google’s Keyword Planner. This will help to illustrate how much money they’re spending and how much they’d be saving my switching to SEO.
Always keep in mind you are not a telemarketer – you are a marketing consultant who genuinely wants to help that person grow their business.
Your goal is to set an appointment with one of our specialists – we always want to drive them towards a yes.
3. Dealing with “gate keepers”
A “gate keeper” is usually a person assigned to answer the phones and screens calls, it’s generally a secretary or admin. It’s critical t understand how to get the decision makers on the phone.
If you get a secretary / admin
Good afternoon! I’m looking for [business owners name]. If you could let him know it’s [YOUR first name], [YOUR first and last name], thank you.
[If they ask what it’s about]: I’m calling in regards to your website.
If you get a voicemail
Hello, my name is [Your name] with [Your Business]. I found your business through a Google ad and I wanted to extend this offer from one local business to another. We can drastically lower your monthly ad spend while driving better results through a process called search engine optimization. We’ve ranked over 1,500 websites on the first page of Google searches and I guarantee that we can do it for yours as well. To speak directly to one of our specialists, please call [Insert Number] or visit us at [Insert Website]. Have a great day!
4. Use our cold calling script and process
The process below maps out the exact route you should take when on the phone. Stick to what’s written in the boxes and always try and drive towards your main goal. Be alert and anticipate what they’re going to say next. Always be one step ahead.
5. Sample rebuttals and FAQs
Your calls will never go as smoothly as planned above. People will ask questions and try and force you off script. The following questions are the most common you will receive. The end goal is to answer the question intelligently and politely ask them the question at the end of each. We want them to say “yes” so we can then ask again to set up an in person appointment.
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