Write a script!
Scripts help you get right to the point with your contact by reducing extra words and condensing your message into an easy-to-swallow “pill” that begins to remedy your contact’s business “pain.” That’s why my employees use scripts.
And why I do, too.
Let’s analyze one key sentence from one of my most successful scripts:
How does this statement hit you?
“We help companies ensure there is always enough qualified business in their sales pipeline.”
If you could care less, congratulations, you likely have more in your pipeline than you can handle!
On the other hand, if you find yourself wanting to know more…I hooked you!
1) Scripts help calls be more consistent.
I never forget the important subjects I need to talk about. I don’t have to rely on my memory and “reinvent the wheel” every time I talk to a new contact.
2) Because decision makers get dozens of sales calls a day, York Consulting just has seconds to get their attention.
A well-written script does that in spades.
3) Scripts actually improve your delivery.
Some people ask me if I get bored saying the same thing over and over again. No way. I think of myself as an actor on the business “stage,” altering my reading to improve the succinctness and understandability of my final message. How could that be boring?
How to structure your script.
A) Start each call with a short introduction that immediately tells your contact what you’re calling about. For example:
“Good morning/afternoon _______ this is _______ calling from _______. We provide______________ (key products/services and main advantage over competition)”.
B) Ask your contact the following:
• If they’re familiar with your company.
• If they use what you provide.
• When was the last time they looked at ______ OR To what extent they may have the problem(s) that you can solve – the “pain” I referred to above.
C) Get your contact involved in the conversation EARLY. Don’t drone on. A conversation is a two-way street. Otherwise you’re no better than a radio commercial—just one way.
D) Present the essence of your product or service at this point. Emphasize the main benefits. For example:
__(contact)___, we have helped _________(companies, or drop a few names) reduce costs by $____ / optimize efficiency by ______ / provide Return On Investment in ____ months / increase quality / optimize processes, etc.
So you see, even though you’ve been reading from a script, it can spark a very fruitful conversation.
E) Qualify your contact by asking:
• What their current situation is—what types of products they use; number of workstations/employees, infrastructure, etc.
• Their areas of concern—“pain”—problems, issues, etc.
• What initiatives they have planned or are implementing to address their concerns—improvements, cost reductions, higher standards implementation, upgrades, optimization, etc.
• What their time-frame is.
• If their initiative is budgeted. (DO talk about money IN GENERAL. DO NOT ask about actual amounts. After all, this a first call…and you’ve known this person for one or two minutes!! So don’t push it.)
At this point, you’ll have a good idea:
• What your contact’s current situation is.
• What their issues are.
• What initiatives they’ve taken.
• What their areas of interest are.
Based on all you’ve learned so far, you’ll know whether to push forward…or step back.
If your contact meets your qualifying criteria, then…
…GO FOR IT!
Now you’re at the point where you can ask to meet with your contact face to face (set the appointment).
So, for example, you might say:
__(contact)__, the reason for my call is that I would like to introduce myself in person. In about 30 minutes, I can show you how we’ve helped (companies, or drop a few more names) get the best of _______.
To close the deal and get an appointment, say one of two things:
1) How is your schedule on, say, ___(date, time)___?
OR, if you’re feeling particularly confident:
2) Are you available for it? (the meeting) (THEN DON’T SAY ANOTHER WORD UNTIL THE CONTACT REPLIES!!!)
CONSIDER THIS: Those who use the second option usually get more appointments!
Need help with your script?
Send it to me. After I read it, I’ll call you, and together we’ll make it razor sharp!
