August 19, 2015 at 22:06

How to write effective phone sales scripts



Why do we need scripts


Probably every entrepreneur goes through such a period when he thinks that scripting is an extra detail in business. Now, of course, the picture is changing, due to the fact that there are a bunch of different business courses that explain what, why, and why you need to.

At the time when I started doing business in 2010, I did not know anything about statistics, about conversion. I just read in the book what scripts should be. And only a few years later I fully understood the importance of scripts when I came up against Internet marketing and drew a clear analogy between the conversion of landing page and the conversion of the script.

Statistics is a powerful thing, it’s just a trump card that hides all the guesswork and hypotheses. I was very surprised when I saw that visitors came to my site and every day turned into buyers with the same conversion. But the page will never show the same conversion if you constantly change it. Today make blue buttons, tomorrow red, rewrite the title and change the main picture. The same thing happens with the script. The manager cannot show the same conversion if he constantly changes the conversation script.

In fact, silence in the handset will also lead to sales with some very, very low conversion. Having drawn this analogy, an understanding came to me that every word is important in a script. And if you dig deeper, then not only the word, but also the timbre, emotionality, gender and other characteristics of the conversation. Of course, the conversion from the timbre will not dance for tens or even a few percent, but it can quite win back hundredths.

Script creation algorithm


First of all, you need to decide who our target audience is. Does the decision maker (the decision maker) pick up the phone on his own), or more often the secretary answers the call, and he needs to be “circumvented” before talking to the decision maker.

After the picture of your target audience is “loaded” in your head, you can begin to write scripting techniques. I will describe by what scheme we compose scripts. You can use it as a checklist when compiling your own script for a conversation with a client.

Clarity


When making a call, you must definitely clarify who you are and for what reason you are calling the company and what is generally happening. Firstly, you need to say hello, secondly introduce yourself and thirdly explain why you are calling them.

Clarity block structure:

[Greetings]. [Representation]. [Precedent]

Greetings

  • Hello;
  • Good afternoon;
  • Good evening;
  • Etc.


Representation

  • My name is Alex, I represent CallbackKILLER;
  • I'm from CallbackKILLER; my name is Alex;
  • My name is Alex, CallbackKILLER;
  • Etc.


Precedent

  • You bought a phone from us last year;
  • We noticed a missed call from you yesterday at 20:45;
  • You left a request on the site at 12 o’clock;
  • I am now on your site;
  • I was recommended to call you by Pyotr Alekseevich Lukoshnikov;
  • At the Telecom ++ exhibition, you approached our booth.


Getting contact


The next step is to get the contacts of the decision-maker, unless of course you already speak with him. There are a lot of options for getting a contact, here are some of them:

Tell me please, and who is advertising your online store;
You have a callback button installed on your site with whom I can talk about the effectiveness of its use;
Who can I talk about about the purchase of office supplies.
Often, secretaries are "poured into the CP." Send us a commercial offer, we accept all offers by mail. There is a little trick. Try to “fetch” the name and patronymic of the decision-maker with the following phrases:

In whose name to send the commercial offer;
We send letters from the CRM system; here it is obligatory to indicate the name and patronymic of the recipient. Tell whose name to enter.
At the next call, you can ask the decision maker by name and patronymic, and the likelihood of connecting with him in this scenario will be higher.

Programming


This block is needed in order to give the interlocutor a picture of how the conversation will be built. What will be discussed and how long will it take.

The basic rules when compiling this block:

  • Using the imperative imperative (Let's do this, I propose to do the following);
  • Explain what a person will receive in the end;
  • Pass on the principle Yes, Yes, No No (so that a person understands that this sale is not treated as the last, and they will not take his wife hostage, he would buy, but they should follow the principle of necessary, necessary, no, no );


Example:

Ivan Petrovich, let's do this. I will ask you some questions in order to choose the best option for you. You consider it, and if you like it, we will continue to communicate, no - no, I will not insist.

Questions


As the saying goes, "The word is silver, and silence is gold." We are all more interested in telling about ourselves, rather than listening to others. Therefore, the block of questions is one of the most important. These questions will help you understand what to offer the client and what aspects of your proposal you need to put emphasis on.

Questions - guidelines

Allow you to understand the approximate numbers that interest you. According to the client’s budget, by the volume of purchases, by when he wants to finish the project.

  • Orient me according to your budget;
  • Orient me according to your sugar purchase volumes.


Question Fork

Question-fork gives several answers in advance prepared. These options can be incorporated into the CRM system as a drop-down list. It is convenient to set it if there are certain algorithms for working with the client after having determined its profile.

  • How patients are kept records (on paper, in Excel, in a specialized program);
  • What is the main channel for receiving customers (Internet, outdoor advertising, media advertising).


Question calibration

Ask the client to show what he likes, what he doesn't like, in order to make an offer in the right categories.

  • Show examples of interiors that you like and don't like;
  • Which colors do you like and which do not.


Question about important

What is important to you?

Unacceptable question

What is unacceptable to you

Question about special preferences

Do you have any special preferences regarding relaxation?

Issue of decision

It makes it clear who will make the decision and what will happen after they make the decision. How the work will be built.

Please tell me, will you make a decision on cooperation? If we come together, how will you be next?

Helper question

Allows the client to say what is needed for him to make a decision in our direction.

What needs to be done for our transaction to take place.

Purpose of the next step


Most importantly, at the end of the conversation, set the next step. This can be a call, a meeting, sending a letter and so on. Under no circumstances should a conversation end in "nothing." In fact, the sales department is the structure that allows you to assign and implement the following steps for communication with the client.

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