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What are sales scripts and how to make your own?

A script (from the English word "script" - a script) is one of the most common concepts in telephone marketing. This dialogue tool between the operator (sales manager) and the subscriber involves the use of a pre-prepared and thought-out scenario for conducting a telephone conversation. It's convenient to use such telephone sales preparations when a manager first calls a potential client, finds out his preferences, requirements, and wishes. The script helps to establish productive constructive interaction with the client and increase the likelihood of selling products or services.

Using a well-written script (script), the sales manager most effectively conducts a telephone dialogue with the subscriber, creating a reliable and fruitful foundation for subsequent interaction and further calls to the user. The sales technique for competently compiled programs and scripts allows you to effectively use the dialogue time. Thanks to this, the manager confidently leads the direction of the dialogue, more often achieves the planned result than if he did not conduct the conversation according to the pattern, but "how it goes."

Phone call script structure

First of all, before making a call, it is advisable to conduct preliminary work, finding out who in the company is the decision maker (DM). During the dialogue, it is necessary to establish friendly relations with the secretary or manager, enter into confidence in them and ask to switch to the head of the company or the head of the company's department of interest.
After that, wait for the connection or call directly to the head or head of the department yourself, introduce yourself and tell us which company you represent. At the first stage of establishing a dialogue, thank the subscriber for his attention and promise that you will not take a lot of time from a person.
The third step of a successful sales script involves informing the client about the benefits that he will receive when dealing with your company, how can you be useful to the customer, what problem situations will the product sell? At this stage of the sales scenario, you can tell the client where You found out about his company. It will be logical to use the method of attachment, that is, to demonstrate that you have a lot in common - a wide experience of work, a single field of activity, the desire to create a high-quality product, a similar corporate philosophy. By creating a script on the basis of the designer and using the connection technique, you can establish a trusting relationship with the interlocutor. A great option if the company's phone number was given to you by the sales manager of the company with which you both work. Mention within the script that you work closely with company X, and they recommended you as a company that may be of interest to your products or service.
After that, you can safely proceed to another step - find out the opinion of the interlocutor about your proposal. By asking a question (for a successful sale), you can once again focus on the benefits of a product or service.
If the answer is yes, you can set a date and time for the meeting. If the script received a negative answer from the customer, you should ask one or two more questions, indicating the additional advantages of your offer. You can also ask directly if the user is interested in your offer.
The end of an effective sales scenario is, of course, a personal meeting with the interlocutor to conclude a commercial transaction. Be sure to let the subscriber know that the meeting will not be too long, but will take no more than half an hour. As part of the script, you can mention that if you find the proposal uninteresting 15 minutes after the dialogue, the conversation will be terminated.

Useful Tips

No matter how well-written the conversation script between the sales manager and the potential client is, be prepared in advance that the interlocutor may raise objections. They may relate to those familiar to each sales person:

  • no free time for dialogue or meeting;
  • lack of free financial resources;
  • we already have a reliable supplier of similar products;
  • better send an email or fax with your offer.
Thinking through scripts, it is necessary to consider these barriers in communication with the interlocutor. As part of the dialogue, you can apply the SPIN technique, gently and delicately figuring out the needs of the client and leading him to independent decision-making you need.
Sales success largely depends on the right script for the dialogue. An example of a scenario structure is just a template, foundation, foundation, on the basis of which you can build your effective scripts for talking with potential customers. Scripting can be attributed to creative work, where you need to provide for different options for the flow of dialogue between the sales specialist and the subscriber.
As telemarketing experts advise, scripting is not necessary according to a standard template, but based on the specifics, profile of activities and the nuances of your company, industry, suppliers, customers. Many companies work according to "worn-out to holes" patterns: "Good afternoon! I'm a representative of such and such a company ... We have been working on the market for one hundred and five hundred years ... "You must admit that such a greeting causes one desire - to put down the phone and sharply cut off the obsessive manager.
If you want your script to be radically different from the faceless, routine mass of stupidly composed sales scripts, spend time and thought to create a bright, unique and efficiently working script!

 

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