Congratulations! You have passed the gatekeeper and now you are about to delivery your pitch.
Be Informal: Most people do not like to be referred by their full name. When you do, you will sound like you are trying to sell something. Your goal is not to sell, but rather help a customer by using consultative approach.
Introduce yourself: State your name and company you are with:
"Hi my name is Tom and I am with XYZ"
"Hey, its Melissa from XYZ"
Introduce your service/product: In 2-3 sentences tell a person how your product will help them:
"At XYZ we help companies to grow their business! We do so by connecting you with prospective buyers"
"We help companies to acquire assets by offering more flexible financing solutions than ordinary banks"
Open conversation: ask an exploratory question:
"How are you planning to increase your sales?"
"How do you currently finance your construction equipment?"
Answer your exploratory question: Exploratory question is meant to make a customer thinking about the problem you are solving for them. You should have an answer prepared to your own question:
"We helped companies like BBB, and ABC to significantly increase their sales by offering our leads. The leads are pre qualified and are not sold to multiple vendors. As a result, they are highly effective"
"I have helped many companies but TMC comes to mind. I was able to increase their revenue by helping them finance additional excavators on extended loan terms that traditional banks would not offer. TMC increased their revenue by taking on two additional projects that otherwise they would have forfeited to a competitor"
Close: Closing a sale here does not mean getting an actual sale. A sale in this case would be a buy-in to continue talking to you either in the form of setting up an actual meeting, or agreeing to receive more information. Examples of setting the stage for relationship building and a second call:
"I would like to tell you more about what we do but I am conscious of your time since I called you out of the blue. Can I send you more information and then we can talk about it later? What is your email?"
"Do you mind if I send you some information regarding what we do? Your competitors like TMC clearly found value in our product; you may too..."
2nd Attempt/Follow Up:
If you have executed initial call correctly, the second call is a warm call. You already have a relationship with a recipient and have topics you can talk bout. The structure of the second call is:
Ask if it is a good time: This is both to be courteous and to make sure your prospect has few minutes to talk to you. At this point you want to engage the conversation and touch on value proposition.
Ask what they thought of your product: The response will go one of two ways:
They have never read it. This is about 80% of responses. Respond with "No problem, I just sent you an email about..." and the rest of conversation you can go a little deeper on what your value proposition is. This time you do not need to be brief as you were in the first call because A) your prospect knows what you are after and clearly allowing you to speak B) at the beginning of the call we have established that a prospect has short amount of time to hear you out.
They have read it. If you prospect made an attempt to digest the information you have sent, they will likely object. This is a good sign, it means your prospect is making an effort to understand your value proposition. Be ready to handle objections.
Close: Close in this case is to set up a formal meeting. Ask a closing question and be straight forward: "John, I would like to show you in detail how we can increase your sales performance, it will only take 30 minutes of your time. Do you think we can schedule something on Thursday at 1PM?".