How to write a cold call script. Script ("cold call"): example

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Cold calls are often used in sales. With their help, you can effectively sell a product, service, make an appointment for a subsequent discussion of the terms of the transaction. In some cases, scripts are used to make cold calls. What it is? What are the criteria for their effective engagement?

What are they for?

A bit of theory. "Cold call" - how is it different from "hot call"? Everything is very simple. It implies a conversation with a person or company with which the caller had no contact before (remote acquaintance). In turn, a "hot call" is the development of existing contacts in order to maintain contact with a partner or conclude a new deal with him.

Actually, what are the "cold calls" for, the scripts of which we are going to study? What is their practical effectiveness for business? Experts point out that the use of "cold calls" is one of the most accessible and effective methods of sales. This technique is designed, first of all, to save the manager's time in relation toperformance indicators. Involving many other sales channels (such as, for example, mailing lists) does not always give a comparable effect.

Many experts are convinced that communication with customers as such, regardless of whether it is "cold" or "hot" calls, is one of the main criteria for business success. If only because this tool, unlike various kinds of electronic channels (social networks, e-mail), appeals to the natural human need - to talk with their own kind.

It's just

Cold calling is easy. At least from a technical point of view, because almost all offices have a regular telephone. It is easy to do them also in terms of preparation. Even if a person is not used to talking on the phone, he has a faithful assistant - a ready-made script. Or, in other words, a script. A "cold call" with its help turns into almost a routine job, but at the same time incredibly exciting. If we apply a successful script, cold calling will help to make great money. But what is the probability that the scenario we are using will generate a sale?

Secrets

One of the most common goals that a cold call script is designed to solve is scheduling a meeting between the caller and the person they are talking to. That is, probably with a potential client of the company. In some cases, the manager can use, by making "cold calls", sales scripts in their pure form, persuading the client to buy something withoutmeetings. It all depends on the specific task and on the specifics of the product or service being sold.

Therefore, when choosing the optimal script, we need to make sure that it is suitable for us, based on all relevant criteria. We read the script and decide whether it is optimal for a meeting or better adapted just for sales. After that, we study the structure of the script.

Chief Needed

In the practice of sales, the main emphasis is on the interaction between the manager of a company that produces goods and provides services, and a person who makes decisions on the side of the client company. Often this is a top-level manager, and it is not always possible to reach him directly. Adapted to the task that cold calls perform, scripts are sometimes divided into two subspecies. The first of them is best composed in order to achieve a conversation with the "boss". The second, in turn, contains instructions applicable to the conversation with the decision maker. In the first scenario, the sales manager, as a rule, communicates with people whose status in relation to the "boss" is initially unknown. Accordingly, mechanisms can be written in the script, with the help of which the caller finds out information about the official with whom it is desirable to talk.

Thus, based on the specifics of the task, we determine which part of the script to use - the first or immediately the second. After that, we begin to closely study the content of the script. We analyze how effective it will be.

Script performance criteria

We have a script. "Cold call" is the main tool. How to ensure results? What are the criteria for the effectiveness of the script? Let's agree that the task before us is a conversation with a decision maker. We got through to the "boss" or we have his direct phone number.

1. A ready-made "cold call" script should, first of all, contain a link to a weighty informational reason for contacting the company. Experts believe that a good script should not explicitly state the purpose of the call, which is a sale or a meeting with a decision maker. It is important that the script contains a phrase that will at least ensure that the manager's interlocutor is not indifferent to the conversation.

Short example of a cold call script that might be of interest to the person on the other end of the line: "Hello. Our company sells innovative methods for storing large amounts of computer information. Would that be of interest to you?". In fact, we sell flash drives in bulk. But if we immediately admitted: "I want to offer you to buy flash drives," then the interlocutor would probably refuse to continue the conversation, because the news feed is clearly not "catchy".

2. The script must provide a dialogue, not a monologue. The thing is that the interlocutor, if the conversation has begun, as a rule, has questions, opinions, judgments. Including those related to competitors. He can say: "Oh, I don't need flash drives, I use devices from"Alfabeta Electronics", they suit me perfectly". It is absolutely unacceptable for the script to contain hints like: "What do you mean, Alphabeta is the last century!". You need to respect the opinion, and, most importantly, the choice of the interlocutor.

Example of a cold call script with the correct option: "Great choice! Do you want to see a device with improved characteristics compared to the products of this brand?"

3. Following the instructions of the script necessarily leads to the result. To one of three. The first is rejection. And do not confuse it with the objection, which most often sounds like this: "There is no time, sorry." The second is a meeting. In order to show flash drives that are head and shoulders above competitors in terms of characteristics. The third is an agreement to talk later.

These are, of course, just a few basic criteria. Now we will move on to more detailed examples of using ready-made telephone sales scenarios. Each of them uses a technique that can positively influence the decision of the interlocutor. That is, the logic of the script is built with an emphasis on one or another aspect that expresses the benefits of the product or service being sold.

Mutually beneficial cooperation

So let's consider a possible cold call script (sample). We call the owner of the bakery and offer him to buy croissants from our own private bakery. The main thing we will motivate our future partner with is the prospect of mutually beneficial cooperation.

We call and immediately lay out the essence of the matter: "We offer you mutually beneficial cooperation." But that's not all. We immediately justify: "The proposed croissants, and this has been proven by the example of dozens of our partners, will increase your revenue by 15%".

The profitability of bakeries is now relatively low - the competition is strong. And because the owner of the institution at least listen to the details. Which, of course, "we will discuss with you at a personal meeting." All. Then offline sales techniques come into play. The cold call script we just reviewed has done its job.

The sales manager, most likely, will show graphs that will show: croissants, in terms of their price segment and consumer qualities, fit perfectly into the bakery menu. And therefore they will be actively bought along with other types of pastries for tea, which ultimately should increase sales.

More customers

The next scenario that we can give as an example is motivation based on the prospect of attracting more customers. A cold call script template can contain the following phrases. "We offer a product that will significantly expand your target audience," - state the essence of the matter to the owner of the bakery. We do not forget to once again refer to the successful experience of numerous partners. Next - a meeting to which an experienced manager goes. We used a script, the cold call worked.

Most likely, the manager, when meeting with the owner of the establishment, focuses on the fact that with the appearance of croissants in the menu of the bakery, client groups will be replenished with people who appreciate high-quality sweets - these are children, people of the older generation. In principle, revenue will probably increase due to the same mechanism.

I know everything about you

And one more interesting option. It is based on the ability to pleasantly surprise the interlocutor with knowledge of the facts about him. At the same time, their reliability may not play a role. Why? See example.

"Hello. We were told that your bakery specializes in selling fresh croissants on yeast-free dough. This is a very rare segment. Would you like to exchange experiences?"

The owner of a bakery, who had no idea that his company bakes croissants without yeast, will be surprised to say the least. But with a high probability he will agree to a meeting, since the interlocutor at it will be a person who seems to own this technology. It will be great to learn how delicious croissants are baked! There will almost certainly be a meeting where the sales manager of our bakery will give the baker a taste of croissants, but will never tell him the recipe. However, the contract for the supply of baked goods will definitely be signed.

Sales Examples

Above, we considered the option in which call scripts are used to set up a meeting. This is where the emphasis is. Now let's try to study the situations in which they are involved (if it is decided to practice "cold calls")sales scripts. That is, the purpose of the conversation is not a subsequent meeting, but the conclusion of some contractual agreements over the phone.

Let's take for example such a segment as the Internet. This service is one of the most demanded in Russia. The competition is quite high (although the positions of monopolists are strong), and many subscribers often change from one provider to another, having heard that somewhere the tariffs for the same speed are cheaper or the connection is better.

The main recommendation here is to immediately focus on the competitive advantages of the offer. If the provider accurately guarantees, for example, that the price will be lower than the market average by 20%, this fact must be immediately announced. If the interlocutor indicates the name of his provider, it is not necessary to specify that this particular provider loses in the price of our company. It is worth limiting yourself to the diplomatic phrase "your provider works within the framework of the average market rates." The client will be able to draw a small logical conclusion himself, while the caller will show respect for the previous choice: if a person has previously found a provider with average market prices, then what's wrong with that? However, we will offer cheaper. If this, of course, is our main competitive advantage. A component that should never include a "cold call" script intended for use by managers in the communication services segment is advertising. There should be a specific proposal - to connect. Or leave contact details for the application.

Who else can be greatly helped out by "coldcalls", scripts? Re altors, of course. True, to a greater extent for one segment - commercial real estate. As a rule, people themselves call on the purchase of apartments. Similarly, we focus on the competitive advantages of production facilities or offices. Such may be the location in in the city center, near the metro, near shops, etc. Since, as is the case with providers, it is not about opposing their offer to another brand (as a rule), the seller may well tell the client everything that he thinks about the current rented their rooms and give their own praise.

Good manners scripts

Whatever the purpose of the sales manager, it is extremely important to maintain tact and courtesy in communicating with the interlocutor. Even if he himself does not have this, preferring to answer with harsh phrases. In most cases, the interlocutor can be completely restructured in the right emotional way, which contributes to a more constructive dialogue.

What else can be a sign of good taste in "cold" telephone sales? Correctness of wording. It is more correct to say not "let's try", but "we offer you". Not "you want", but "you may want", etc. Before using the script, you should check it for diplomatic language.

It is important to end the conversation as correctly as possible, even if it did not lead to the desired result. It is likely that the same person will have to call again with a similar offer, butwith a new approach or with a different idea. It will be great if the full name a sales manager will be associated with courtesy and tact.

Thus, quality scripts should follow the guidelines above. The main condition for their use is the maximum automation of the communication scenario. The sales manager, in principle, should only follow the text, read it out in the right intonation. The script is mainly intended to make the job of the salesperson easier. This is not a theoretical guide, but a practical tool designed to give results.