The Art of writing engaging scripts
If you work in sales of any kind you’ll understand the importance of cracking outbound scripts; arming your sales representatives with the right words, and the capability to deliver them, will make all the difference between converted leads and lost sales. So, what makes a really good script? Luckily for you we’ve heard a few, and have decided to share some secrets. From your introduction and pitch, to your qualifying questions and troubleshooting, here are just some of the features your outbound call scripts should contain…
Engage your customers
Take a good look at your existing outbound sales script. How long does it take your representatives to get to the point of their call? If it’s more than three sentences, you’re taking too long! Following your initial greeting, be sure to ask a question. Who currently handles those particular services? Are you speaking to the right person? Your script must create a connection, and engage the customer’s attention; briefly introduce the reason for your call, but don’t barrage the customer with information at this point.
Involve the customer in your conversation
Yes, you’re going to need to explain what you offer, and how your customer will benefit from your product or services. However, it’s essential that your script involves the customer beyond that initial attempt to engage his or her interest. Listen to their responses to your questions, and ascertain what it is they’re looking for, the reasons they will and won’t buy, and their budget. What is their purchasing process? Who makes the decisions? Reinforce each point of your script by asking a question, or inviting the customer to query your sales process. Now is your opportunity to troubleshoot – something you can’t do if you’re not listening. You’ve yet to establish a relationship with your customer, but that has to change.
Make an appointment to call again
Once you’ve said your bit invite the customer to have a think about what you’ve said. Rather than offering to call another day, or asking the customer to contact you, create a section of your script that prompts your representatives to make an appointment – a day and time when another conversation will take place. Such an action will reinforce your belief in your product, and give the customer time and space to think without losing their interest. There will be times when the appointment is declined, or missed altogether. However, you’re more likely to convert sales leads if you make a formal request to speak to them again.
Oh, and don’t forget to record your calls
The best way to assess whether a script is working is to listen to your agents’ sales attempts, and analyse the responses that certain questions and statements receive. Your script may read well on paper, but how effective will it be once it’s unleashed on prospective customers? If you’re using call recording equipment already you’ll know what an integral part of your call centre culture this kind of software can be. If you’ve not yet invested in call recording software, may we ask why not? Call recording software will help you to monitor your employees’ productivity, and their attempts to deliver outbound scripts. Does that script work? Could your team extol the virtues of your products and services in a different way? This kind of software is also important for training purposes, helping new starters to get to grips with the kinds of things they’ll be expected to say. In short, it’s one office extra you can’t live without.
If you’d like to find out more about call recording or call logging software please don’t hesitate to give us a call; we’d be happy to tell you everything we know – which happens to be rather a lot! Drop us a line on 0333 0022 440, or contact us. We’re here ready to help.