When you’re calling prospects, you only have about 30 seconds to grab their attention. You have one chance to make a first impression when the prospect picks up the phone, so make sure those 30 seconds count.

We live in a world in which we’re bombarded with e-mails and phone calls. We don’t have a lot of time to read or listen to every word. In those first few seconds with the prospect, it’s up to you to capture their attention right away.

Sales professionals and business owners sometimes make cold calls without planning what they’re going to say. They wing it, hoping for the best. Being unprepared when you are making calls is a sure-fire way to fail.

The key to getting the appointment is to (1) craft a compelling statement that is clear and concise, (2) practice your compelling statement until the words flow easily, and (3) stimulate just enough curiosity to get the appointment.

Here are some steps to help you craft your 30-second “grabber” statement.

1. Identify yourself and your company.
2. Say what you do (this is your sound bite).
3. Position you and your company as the expert.
4. State the reason for your call.
5. Ask qualifying questions.
6. Close for the meeting.

An Example of the ”Grabber” Statement:

1. Identify yourself and your company.
   “Hello my name is…and I’m with…”
2. Say what you do—your sound bite.
   “We’re a major sales training company in the tri-state area…”
3. Position you and your company as the expert.
   “Specializing in sales training for salespeople and professionals in the magazine publishing industry.” (Use phrases like “We specialize in…” or “Our reputation is…” or ”We are known for…”)
4. State the reason for your call.
   “The reason I’m calling you today is specifically so I can come by and tell you about our new sales training program and show you how it can increase the productivity of your sales force.”
5. Ask some qualifying questions.
   “I’m sure you, like other magazine publishing companies I’ve worked with, are interested in having a more effective sales force. Would you agree?”
6. Close for the meeting—if prospect responds with “Yes.”
   “That’s great, Mr. Jones, then we should get together and I’ll show you how we can do the same for you. How about _________ at ____P.M.?”

(OPTIONAL STEP: Mention a client success story before you close for the meeting. State the problem, how you helped with the solution and the outcome.) “You may be interested to know that I recently worked with a client who had the same needs as you. They came to me because…I helped them to…and the results were…I’d like to show you how I can do the same for you.” Assignment:

• Craft your “Grabber” statement using the 6 steps described. Write it out in your own words and practice it until you have it memorized. Rehearse it with a colleague or a friend until you can say it easily.
• Write 2 success stories and practice saying them until you have them memorized.
• Test it out by calling the prospects on your list. Once you’ve made the first call, you’ve broken the ice and you’ll see it’s easier than you think.