A script, or a sales conversation scheme, is a basic tool in telemarketing. This is the general script of the conversation that gives it a professional and substantive tone, and also prevents the appearance of awkward silence. What should a decent script look like?
Cold calling in theory
In today's incredibly competitive market, it's hard to attract new customers. Entrepreneurs must show considerable commitment and great creativity in order to sell effectively and generate attractive profits. In the world of digital and mass advertising targeted at everyone, direct has become especially important marketing activities. Their idea is individual contact with carefully selected, individual customers in order to obtain a direct response (response). In other words, it is a conversation between the seller and a potential customer, the desired effect of which is the sale of the presented product / service.
A popular form of direct marketing is cold calling. cold phones. It is contact with people who have never had contact with a given company before. Cold calling is undoubtedly one of the most difficult ways of acquiring customers. It requires proper preparation, excellent communication skills, high personal culture and extensive knowledge. Scripts are a helpful tool in cold calling. The sales conversation pattern sets the communication path, gives it the right tone and professional character. It indicates what, how and when to speak, what response the salesperson can expect and how to react in specific situations.
How to prepare a sales conversation diagram?
The success of sales lies in the perfect matching of the nature of communication to the preferences and needs of the client. The first stage of creating a sales conversation scheme should therefore be a comprehensive analysis of the company's target group. Take into account:
- demographic data,
- professed values,
- lifestyle,
- hobby,
- problems
- shopping preferences.
A helpful tool is marketing segmentation, i.e. division into smaller groups with specific characteristics. Customer breakdown it will make it easier for you to prepare tailored marketing strategies, as well as determine the path that you should take when creating sales conversation patterns.
Acquiring business customers it is a bit different. Before each interview, you should find out:
- what exactly does a given company do - what it sells to, to whom, on what market, from when and how,
- what distinguishes it - what is its know-how, Product USP (Unique Selling Proposition), which it does in a different way to its market rivals.
Acquiring information will be used to prepare an effective sales conversation scheme. Use an example in your script, e.g. provide the name of a potential customer's industry company that you have helped. In addition, use at least one fact that gives the client's company a unique character - thanks to this, you will emphasize your respect for your business.
Scheme of a sales conversation - what should it contain?
For the interlocutor you are a complete stranger, anonymous person - another intrusive telemarketer who wants to "stretch" him on something. That is why you should arouse his curiosity from the very first seconds of the conversation. Start with the basics, i.e. introduce yourself and say what company you represent. Give the client a moment to respond. Then briefly present your personal high concept pitch, i.e. the vision of your business, its business card. The task should arouse interest and encourage the client to continue the conversation. Therefore, try to make it unique and valuable.
Ask the client if you can take two minutes. After getting a positive answer, you can move on.
The answer to what exactly you do on a daily basis. Place your client at the center of the conversation right from the start. Provide a description of your activities in the context of their problems. Thanks to this, you will prove at the outset that you meet his expectations - you have solutions tailored to his industry.
You need to let the client know that you are here to help. If you effectively interest him in the initial phase of the conversation, he will be happy to hear more about your company - its service or product. Introduce the product / service and answer the customer's questions without going into details.
The next stage of a commercial conversation is advertising. To increase your chances of selling, you have to put yourself in your light. The sales conversation scheme should contain a solid justification why the customer should choose your offer. You can use specific statistics and results - eg "we have 25 years of experience in the industry", "we helped over 20 thousand. customers "," we have tools such as ... thanks to which we can implement ... "," we won the poll for the best company 5 times ... "etc.
Contact with the client does not end with the first conversation. The next stage is a face to face meeting to discuss all details, dispel any doubts and establish cooperation. Suggest a place and time for the meeting, remembering not to make the client feel coerced. Give him or her a few dates to choose from and let him make his decision.
If the entire service is to take place remotely, you can arrange a longer conversation with the client on a video chat or send him all the details by e-mail. Be sure to include this in your sales conversation pattern.
How Can I Deal With Objections?
Almost always in sales conversation there are objections, such as:
- "I have no money",
- "I have to think about it, consult it with ...",
- "I do not need it",
- "I'm not interested",
- "I already have it."
How to deal with them? Very often there is something completely different under the specific objections of the client. It is the seller's job to discover this intention. An effective tactic for dealing with objections is to turn them into unasked questions.
Example:
The client says there is no money. The following questions may arise under this objection:
- Is this the maximum discount?
- Will it be cheaper later?
- When will it be returned to me?
The seller should reply: “Mr. X, at this point you have the maximum discount, which I will not be able to assign you later. Please remember that the investment will pay off after just one month of using our product ”.
Trying to turn an objection into an unasked question potentially increases sales. The customer will respond to what the trader said. This, in turn, will give the seller another handful of information that he can use in further conversation.
Persuasive, well-written sales conversation scheme is half the success in sales! Before you start calling your customers, do the best to gather as much information as possible and create a detailed script with different conversation scenarios. By investing your time and commitment to appropriate preparation for contact with the client, you increase the chances that it will be successful.