The No-Bull Script Framework

About the Framework

What’s The No-Bull Script Framework?

The No-Bull Script Framework is a pitch-&-close attempt framework designed to deliver more value right away in the conversation, followed by an appointment setting or highest-NXTS tier request immediately following. While this presents risk early, the framework does offer a landing pad with options to open up the conversation for a second chance if their first attempt for a NXTS fails.

The 5 H2H Frameworks:

The Consultative Conversation Framework (CCF)

The Stacking Script Framework

The No-Bull Script Framework

The Survey Script Framework

The Compound Script Framework

When to Use the No-Bull Framework

Sometimes, the CCF isn’t the most conducive for highest conversion in every market. Even though the CCF is typically the default script framework we use in many B2B markets, we have found it doesn’t always prove to be the best for specific industries or particular target client personas (TCP).  

Here are instances to consider using The No-Bull Script:

  • Marketplaces highly saturated with SDR calls. we’ve found there can be a more heavily weighted stigma that creates a subconscious and instinctive negative reaction to sales calls in these scenarios. One example is in the commercial insurance industry, where there’s a heavy presence of insurance salespeople and insurance offerings reaching targeted companies to offer a lower rate or better coverage.
  • Industries or job titles in which the stakeholder we want to speak with has very little time, or, in environments where it’s difficult to spend the time needed to make it all the way through the CCF script. The industries, personas, or titles this could apply to include automotive servicing, transportation, doctors, facility managers, operations managers, owner/operators, and others with a workday is mostly spent in an urgent state. This includes individuals we need to speak with who are typically busy doing things that require a percentage of their attention, are not in a seated position and ready to actively listen, or have a short window of time before their next task while we are attempting to have a conversation with them.
  • Transactional products. When product value is easy to deliver, it may not be necessary to go through a complete explanation and full conversation to instill belief transference.  Offerings such as CBD products, pharmaceuticals, and other products a location may already have an understanding of and doesn’t need to learn the nuts and bolts of before accepting a meeting

Quick Prop (QP)

Next Steps (NXTS)

Hone-in (Hi)

Calling Prop (CP)

Next Steps (NXTS)

Qualifying Questions (QQ)

Another case where The No-Bull Script can convert higher is when we are facing industries or job titles in which the stakeholder we want to speak with has either a) very little time, or, b) is in an environment where it’s difficult to spend the time we need to make it all the way through the CCF script. The industries, personas, or titles this could apply to include automotive servicing, transportation, doctors, facility managers, operations managers, owner/operators, and others with a workday is mostly spent in an urgent state. This includes individuals we need to speak with who are typically busy doing things that require a percentage of their attention, are not in a seated position and ready to actively listen, or have a short window of time before their next task while we are attempting to have a conversation with them.

What Does a No-Bull Script Structure Look Like?

Here is a breakdown of The No-Bull Script Framework. Instead of a QP, Hi, CP, NXTS, QQ component format, the components are moved to the following order:

Cold call script framework for quick, effective sales.

Here is a simplified script breakdown to convey how the components work in our No-Bull Script Framework

1. Quick Prop & Calling Prop

In The No-Bull Script, there is a need to hyper focus on the time it takes to move quickly through the value we create here. As we discussed, time and patience can be very short with our target, so we have to dive in quickly to an intro and value that is sharp and crystal clear. Here is an example No-Bull Script QP/CP for SHP:

Superhuman Prospecting cold calling and lead generation services.

Since we are assuming this individual is either receiving an overload of calls, is very busy, or is not in a physical location suitable for a full sales conversation, asking for the NXTS as the 2nd step in the conversation can be more impactful in these environments. The unique part about the No-Bull Script with this component combination is that we have to be ready very quickly for an immediate Hi or objections and responses pivot if the prospect rejects the initial request for NXTS. At this point, ask the same question you would in the CCF to get them back into a conversation. Look back at the Conversion Probability Timeline. While the component order is different, the point is the longer we are on the phone, the better chance we have at converting to the step in the sales process we are looking for. The Hi in this framework brings us back to an adopted CCF script if our first attempt at The No-Bull Script doesn’t work. See the example script language for SHP here:

Phone call script for business consultation scheduling.

If we are this far in The No-Bull Script, the conversation has shifted away from setting up the early NXTS and has moved more towards the CCF. It’s also worth noting that if the prospect has answered the Hi, it must be assumed they have given implicit permission to continue the conversation. There is something to be said in these moments about respecting our prospect’s time. When we get out what we need to say quickly, even if their response is “no” to our NXTS request, it can still buy you additional precious moments from the other end. The window may be tight, but a slight benefit or feature mentioned could have perked their ear, even if they weren’t ready for the highest NXTS on our list. Moving through the component order as you would in the Hi, the only change might be which key in the VPT you add into the CP. Since you have combined or added some value in the QP/CP in the beginning, you’ll want to identify, based upon how the stakeholder responded, whether you should repeat the same value or if you need to move onto something else. Here is an example of what might be said at SHP:

Sales development, lead generation, client success stories.

Finally, once we regroup from the Hi and CP, we ask for the NXTS again. It can sometimes feel like we are pushing the limit, but aiming for two asks is typically the balance between not enough assertion and too much aggression.

Invitation for future discussion phone call.

The CCF and The No-Bull Script frameworks can seem very similar, but the small nuances can make all the difference. Those first few seconds of a conversation with the stakeholder are crucial, so keeping your ear to the ground to identify how stakeholders or decision makers are reacting early in your sales development calls will help guide you toward one framework or the other.

Driving home the follow-up details gives us a glimpse into why housekeeping and qualifying questions help solidify and tighten the initial connection between buyer and seller. The belief needs to turn into action, instead of dissipating. We do this by remembering to button up our details and ask the right questions to help solidify our next call. The image below reflects the design of the H2H Housekeeping & Qualifying Questions section of the script:

The Housekeeping step comes before the Qualifying Questions. Housekeeping is designed to identify exact and specific information critical for tying up the loose pieces of communication data.

No-Bull Script Example 1 - M&A to Specialty Trade Contractors

Here is an example of a real No-Bull script used by Superhuman Prospecting client SDRs for a mergers & acquisitions company that targeted the specialty trade contractors industry:

No-Bull Script Example 2 - Services to Trucking Industry

Here is an example of a real No-Bull script used by Superhuman Prospecting client SDRs for a commercial insurance company that targeted the transportation industry:

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Trust Call

If you would like more examples or opportunities to learn if the Consultative Conversation Framework works for your product and industry target, fill out the form below, or email me at rsvp@h2hsalesscripts.com. 

You can also check out my book Trust Call, which is available on Amazon. I dive into each framework in depth, and provide context as to how each framework files itself into the overall theme of building trust with prospects in modern cold calling. 

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