Good Scripts Sell More

GOOD SCRIPTS SELL MORE

(A good script can make your phone marketing campaign. A bad one will destroy it. So get a qualified person to write a script, and make sure it's written in a way that every minute of the call counts. Here's how.)

There's a very good reason why most professional communicators use prepared scripts to guide their presentations. A script directs every stage of a presentation and adds a measure of control. Lawyers use notes to summarize a client's case for the jury; newscasters read teleprompters word for word to ensure that every second is accounted for; talk show hosts review all material on a guest so that they can ask the questions that will bring higher ratings.

Scripts serve much the same purpose in telephone selling. They help make sure every minute of the call counts: Sellers use their brief time productively, and constantly get across the information that will convince prospects to act.

The first questions your scripts needs to answer is 'Why are you calling?' This seemingly obvious point is the most critical to script development- and the most often overlooked.

It really involves two decisions. First, what is the primary goal-the action you want the prospect to take during the call? Do you want the prospect to buy a specific product from you?

If you don't achieve the primary goal (and most of the time you won't), what is the next most important objection you will be satisfied with? If you can't get a sale, perhaps you can generate a lead or appointment, get a referral, do some marketing research, or get information to bring you closer to the sale the next time you call. Secondary objectives often determine the long-range success of most marketing programs. Remember, the more information you have about a prospect, the easier that prospect is to sell to.

Once you've determined the reason for your call, you're ready to begin developing the script. All good scripts have six characteristics in common.

They use language and phrasing to do the following:

Since everyone isn't sitting around waiting for your call, and you've interrupted their day, you'd better say something meaningful right away or you'll lose your prospect.

Identify yourself and your company and use an attention-getting phrase and am initial benefit statement. Your brief introduction should immediately answer these questions.

• Who's calling?
• Can I trust this person?
• Why am I being called?
• How long will this take?
• Why should I listen?
• What's in it for me?

The most effective attention-getting phrase is the personal referral. A personal referral does two things: It gets someone to listen, and it identifies a relationship. 'Good morning, Mr. Jones. My name is Jane Smith of XYZ Office Systems. Your friend Tom Johnson suggested I call because we were able to provide him with a more efficient office system, and he thought you might be interested in learning about it.'

This example answers the above questions and helps establish rapport-all in less than 15 seconds.

Although the personal referral is the strongest way to grab your prospect's attention, it is not the only way. Some other techniques for establishing rapport: Mention a top competitor of the company you're calling, a major business event your prospect would be familiar with or industry issues of concern to your prospect. You can also refer to a letter you sent the prospect.

The script is a crucial element of all telephone marketing programs. A good one can make a campaign; a bad one can destroy it. So why do so many companies delegate the task of writing a script to people who are not skilled at script writing?

Because most people haven't learned the finer points of writing a script, it's often left to the last minute or delegated downward. Scripts usually get written by someone who is very competent in his current job but simply isn't qualified to write scripts.

The person writing your script must:

• Understand the product, the objectives and the overall program strategy.
• Be sales oriented.
• Have spent some time selling over the phone.
• Be familiar with the strengths and weaknesses of the telephone medium.
• Be trained in script writing techniques.

Who in your organization meets these requirements? The most likely candidates are your lead phone marketers, sales manager or VPs of sales, marketing managers or VPs of marketing, customer service managers, and collections managers.