How to write a script that sells

How to write a script that sells

Telemarketing, Oct 1995 by Miller, Adrian

An effective script is the foundation for any successful customer reactivation program. It s the indispensable tool that enables managers to accurately project the duration of a call, to ensure a consistent message and to prepare sales representatives for every contingency.

Put another way, a well-thought-out script will standardize the length of calls; provide a means of quality control regardless of TSRs' (telemarketing sales representatives') experience or skill levels; and help sales reps create customer receptivity. When TSRs are clear on the message and comfortable with its delivery, they are free to do the real work of selling -- listening to prospects' needs and objections, and responding with confidence in ways that specifically address those concerns.

It is crucial to give your TSRs every opportunity to think on their feet. A good script that details selling points and anticipates objections will let them focus on what the prospect is saying instead of puzzling over how to respond -- or worse, concentrating on delivering the message at the prospect's expense. In short, the script takes advantage of every opportunity to close the sale.Tips For Effective Scripting

1) Scripts should be written in a conversational tone. Don't worry too much about grammar or sentence structure; that's just not the way we speak. TSRs should sound natural and warm without being overly friendly. Give them the latitude to personalize the opening in the way that feels most comfortable to each individual -- you don't want anyone sounding stiff or stilted.

2)Beware of lengthy monologues. Reps have only a short time to grab the prospect's attention. The best way to do that is by asking questions and showing interest in the responses. People are surprisingly receptive to being asked for their opinion, and they will often feel a rapport with someone who genuinely wants to know about their needs. In fact, if the TSR is talking 20 percent of the time delivering key points, and the prospect's remarks account for the other 80 percent, you have the ideal ratio. After all, if you don't find out right away what the objections are, how can you possibly overcome them?

3)Provide several well-constructed rebuttals to rejection. Determine what the most common obstacles are likely to be (the field sales force can be helpful here), and craft responses that stress a product or service benefit and end with a bid for action. The TSR who has the proper ammunition will be more focused on what the prospect is saying and better prepared to anticipate and counter negative reactions.

4)Another important consideration is to develop "resell offers." Because prospects almost never comprehend the message the first time its presented, TSRs need to repeat the offer two or three times in as many different ways. Remember, if you ask only once, you simply won't get what you want.

The Three Types Of Scripts

There are basically three types of telemarketing scripts, which are geared to TSRs' experience levels as well as legal considerations regarding the sale of the product or service.

1)Linear scripts are word-for-word presentations, usually used for novice TSRs who might otherwise stray from the central theme, forget to close, or neglect disclaimers.

2)Key-point scripts are essentially prompts, intended for experienced TSRs. There is no narrative, but rather a list of main messages the professional can use as a guide in an extemporaneous conversation.

3)Structured-dialog scripts are largely a combination of the above. Some sections -- usually the opening and closing -- are fully worded, with the sales message itself scripted by bullet points. TSRs with a wide range of skill levels can effectively use this type of presentation. It is also a good option when there are disclaimers and legal verbiage to convey, such as information on rates and terms.

Once you decide which type of script is best for your needs, you can go on to the next step, which involves assessing who, what and how.

Some Key Questions

Before you can begin to write a script that sells, you must know your business environment inside and out. If you answer these questions first, you're setting yourself up for success.

1. What is my product/service and market? Know every feature, every benefit and every niche; then make sure your TSRs know too.

2. Who composes my call universe? Know your audience, whether it's business or consumer, and tailor your message to the specific organizational structure or lifestyle.

3. Who is the decision maker? Determine this as best you can beforehand. Then be sure TSRs ask early in the call whether they are talking to the right person. Too often reps will launch into their sales pitch only to find they've wasted valuable time; the person on the other end has no interest in, or no authority to buy, your product or service.

4. What are my competitive advantages? Take a detailed inventory of what makes your product or service different, better and more responsive to customer needs than similar offerings in the marketplace.

5. What screening data do I need to gather? Outline the factors that will qualify the prospect for your offer, for example, household income or corporate sales volume. TSRs must be able to determine up front if the fit is appropriate, and end the call quickly if it' s not.

6. What questions and objections can I anticipate? As mentioned previously, preparing answers and rebuttals to commonly raised concerns will give TSRs an important advantage. Stress to sales reps that objections can be turned to advantage: When prospects are asked for feedback early in the call, objections are out on the table and reps know what they're dealing with. Then they can go on to address the problems, instead of carrying on a one-way conversation while the prospect is preoccupied with negative -- and unreceptive -- thoughts.7. How will we follow-up the call? The most common thing TSRs forget to do is close the sale. The effective script prompts them to end the call with an action, whether it's getting a credit card number, setting a time to confirm the order, or making an appointment for a field sales rep to visit.

8. Who will be making the calls? Will your telemarketing program be using novice TSRs, or experienced professionals? How well do they know the target industry? Answering such questions will help you determine how structured the script needs to be.

Once you've resolved these points, you should involve the field sales force in the scripting process. Their input can be extremely valuable: they have a wealth of information about prospects and customers; they can provide responses to objections that have been proven effective in actual situations; and they can help in developing screening and qualifying criteria. Further, you need field sales buy-in to telemarketing support; their follow-up will determine the ultimate success of your effort.

Getting The Most Out Of The Script

After lots of homework and corporate soul searching, you've written great script. Now you've got to prepare TSRs to use it to the best advantage. Training and practice are essential for good delivery, including working with reps to internalize the opening and key sections. This will reduce the stress level considerably and help TSRs concentrate on what the prospect is saying -- which is critical -- rather than on reading what's in front of them. It also helps to involve reps in role-play scenarios, feedback sessions with peers and group critiques of actual taped presentations.

Other useful techniques are visualization, in which the TSR "sees" the prospect and thus is better able to build rapport; and teaching the proper pacing of delivery, such as where to pause to allow a point to sink in or give the prospect a chance to ask a question.

Above all, stress belief in the product or service and instill a sense of enthusiasm in your TSRs. With the right employee mindset, a thoroughly researched script and the training to back it up, you will have a telemarketing program that's head and shoulders above the competition's.

Scripts that lead to salesTelemarketing, Jan 1995 by McKee, Judy"Kiss today good-bye and point me toward tomorrow." What a great way to say the old days are gone. We must look to a new day and new methods for selling by phone. Those words are from a song written for a Broadway musical called Chorus Line, and the song is "What I Did For Love." Today, what I do for love is write scripts that lead to sales and train customer service reps and telephone sales reps how to use them.

Effective scriptwriting takes time and planning, but it is well worth the effort required. Providing your telephone sales staff with a great script that gives them the right words to say is by far the superior contributing factor to a successful call campaign. Here are some good ideas on how you can write a script that will enable your callers to make the sale, get the appointment, increase the order or simply develop a long-term relationship with your customers.

Pre-Script Planning

To create a script that will lead to the sale, invest some time in a pre-scriptwriting planning session. You can do this by yourself or with a few members of your staff in a "brainstorming session."

Start by writing down the purpose of your call campaign. The purpose should be a lofty goal; something like: "To make our potential clients aware of the most affordable color printing service available anywhere in the entire city."

Next, determine the objective of your calls, for example: "To speak with decision makers and obtain appointments to present a new, unique and affordable approach to color printing."

The plan should include the features, benefits and competitive vantages you want to use in your selling messages and offers. And, of course, you must anticipate the obstacles or objections your callers will encounter and need to handle.

Include These Two "Cardinal Rules" In Your Scriptwriting Plan

Cardinal Rule #1. Never say or do anything that will make your prospect or client feel wrong or stupid.

To illustrate what I mean by this rule, let's compare two possible opening statements: "Ms. Jones, I have a deal for you that can make you money now and save you money later. Would you like to save money on your long-distance calling?"

-or

"Good morning Ms. Jones, my name is Judy Smith calling from ABC Long-Distance Telephone Service. We are calling to announce our new, unique, and surprisingly economical long-distance telephone service. Do you have a moment to talk?"

The first opener is designed to make the customer say "yes" or she will sound wrong or stupid. It's a manipulation that doesn't work. Most people are wise to this type of sales pitch and they hate being dominated or manipulated. The second opener is nonmanipulative, generates genuine interest by alluding to a money-saving possibility, and asks for permission to continue. Experience has proven clients will be more likely to stay on the phone with you if they feel you are "safe" to talk with.

Cardinal Rule #2. Whoever asks the questions controls the call. Your success depends on you being able maintain control.

Keep the above purpose, objectives and rules in mind, and let's move on to the main elements of a good script.

The Call Opener

Decide what you can say that will create a "love-me--trust me" feeling in the first 20 seconds of the call. Simplicity, sincerity and clarity are key issues. Don't make the prospect have to try to figure out who you are and what you want. Here's an example of a good call opener:

"Good morning Mr. Jones." (A simple greeting.) My name is Jim Smith calling from Ralphs's Printing. (Identification.) We recently opened a new division right here in North Fork that specializes in very affordable four-color printing. (Call purpose statement.) Do you have a minute to talk?" (Request for permission.)

The above opener is clear, nonintrusive, generates interest, gets the prospect's attention on the caller's intention, and ends with a request for permission to talk. The caller will seldom be refused permission, but if he or she is, it prompts a request for a convenient time to call back.

Remember that your call is probably an intrusion on the prospect's busy day and he or she will respect your considerate appeal for attention. Avoid familiarity if you don't already have a relationship with the prospect. Do not ask, "How are you today?"

Consultative Selling

Consultative selling is defined as finding the client's need, and making suggestions or recommendations that show how your product or service can fill the need. This technique enables the caller to be perceived as a helpful problem-solver and helps develop an enduring, valuable relationship with the customer.

To be effective at consultative selling, the caller must be able to initiate a dialog with the prospect. The Statement/Question TechniqueTM is an excellent way to initiate dialog between the caller and the prospect or customer. It gives the caller control of the call, and therefore the confidence to make effective calls. It is a methodology I recommend you use throughout the script to enable the TSR or CSR to and achieve guide the conversation the objective.

The Technique has four parts. The parts are the same, but are used in a different sequence depending on whether the call is inbound or outbound.

For inbound calls, the sequence is:

1) Listen and understand clearly what the person calling is saying.

2)Acknowledge what was said by repeating or paraphrasing.

3)Make a statement relevant to what was said,

4)Ask a question.

For Outbound Calls.

1)Make a statement,

2)Ask a question,

3)Acknowledge the response,

4)Make another statement followed by another question and continue the cycle.

Statements should always carry a selling message, which includes features, benefits and competitive advantages. Questions should, for the most part, be open-ended, starting with the words how and what. These types of questions encourage the prospect to describe his or her situation or problem, providing the TSR valuable insight. Well-framed questions guide the path of the call, and demonstrate genuine interest in the client's situation. This makes the call consultative in nature instead of the old "pitch and want" technique.

Handle the Objections

I prefer the term "handle objections" to "overcoming objections." I do not believe prospects want to be overcome, bullied or manipulated to making a decision. I believe honest consultation and logical reasoning will far better serve the prospective customer.

Objections are handled by paraphrasing what the prospect said, making a selling statement relevant the objection, followed by a closing recommendation or consultative suggestion.

Closing

Closing is the logical conclusion to an effective presentation. The intent is to help the prospect make a decision to buy, grant an appointment, come into your store or agree to whatever your objective may be. It's usually done at or near the end of the presentation or whenever the TSR or CSR feels he or she has met the prospect's needs.

Closes can be written in the form of a simple question, such as:

"Would you like to take advantage of the free trial offer?"

Or a final close can be phrased as a contained choice, such as: "Our installer can put in your system right away or he could come and give you a complete estimate. Which would you prefer?"

If the answer is yes, then say,

"Would you like him to stop by tomorrow or the next day?"

This asks for a definite commitment on the part of the prospect. These choices usually will be considered irritating or threatening.

A good script should have at least two alternate closes, one using the simple closing question and one with contained choice question. Experienced TSRs and CSRs can usually tell which approach is more likely to be successful with a particular prospect.

Completion

The completion or wrap-up of the should confirm all understanding and agreements reached during call. This is the place to verify dresses, phone numbers, shipping dates and all other relevant aspects of the transaction.

This segment of the call is intended to create certainty so the client will know what to expect and what will happen next. Many successful TSRs and CSRs use an ancillary call guide that lists wrap-up statements and questions. A good wrap-up lends professionalism to the presentation.

Scriptwriting can be a rewarding and revealing experience, but it takes practice and dedication to do it well. Also, remember that scripts are an iterative process. They can and should always be improved upon based on feedback from users. It's important to find out what's working well and what isn't, and to make adjustments accordingly. Oh yes, one last piece of advice. Be patient. Talk with telemarketers who call you at your business or home. You learn something about what's good in a script or, maybe even more important, what not to do.

Also, remember "what goes around comes around." So give other TSRs or CSRs a chance to do their thing...and even if you don't buy, acknowledge them for their effort!

More Articles of Interest

Scripts that lead to sales are a labor of love, so remember to kiss the old fashioned ways good-bye and point yourself and your sales staff into the twenty-first century by using consultative selling techniques in your scripts. Then you will also be singing a happy tune.

Judy McKee is the owner of McKee Motivation, a sales and telemarketing training company located in Escondido, California. She is also the author of Scriptwriting for Effective Telemarketing, published by Technology Marketing Corporation.

Copyright Technology Marketing Corporation Jan 1995

Provided by ProQuest Information and Learning Company. All rights Reserved

How to Write a Sales Script

Good sales managers across the world will train their employees using sales scripts. Scripts are designed to keep salespeople on track during a phone call or presentation in order to help them make the sale. Scripts are designed to introduce a customer to a product or service and explain how that product or service benefits them or why they "need" it. Properly written scripts will effectively handle any objections that the customer or client might express during the presentation. Here is your guide on how to write a sales script.

Difficulty: Moderate

Instructions

1. Step 1

Begin with the introduction. Something simple will do here, like "Hi, my name is __________ with Coudray Serigraphics and I was hoping you might be able to help me."

While it seems simplistic in nature, the introduction is crucial when trying to establish rapport, especially via the telephone. The introduction of who is calling will immediately disarm the prospect and tends to make him friendlier and less guarded during the remainder of the call.

2. Step 2

Transition into the sales pitch. The objective here will be company specific. For the sake of this example, the objective is for the sales agent to make an appointment with the prospect. The script should be designed to ask the prospect questions here to find their "pain" or "need." Because sales is at its core a way to unearth human emotion in order to get the prospect to make a purchase decision while the emotion is high, the best way to accomplish this is to work on identifying the prospect's emotional reason to purchase.

Phrases such as, "I understand that you've been unhappy with ______________" or "Have you ever had one of those days where ______________?"

Like a good actor or actress, the salesperson shouldn't sound "canned" or rehearsed in this section. She is asking questions to uncover needs, wants and desires.

3. Step 3

Write a series of questions that the salesperson can use in an easy-to-read list format.

This will help to keep her on point throughout the questioning process and helps to lead smoothly into the transition to asking for the appointment in the next phase.

The next small section of the script will remind the salesperson to say something like,

"Great, I'm glad to hear it. When can you come in to meet with me? Is today at 4 good or is tomorrow at 6 better?"

This is important because it doesn't give the prospect a chance to say no, only an option to come in for an appointment. You can leave the times blank for the salesperson to fill in, or leave them populated with times to remind them of this valuable tool for appointment setting.

4. Step 4

Write a recap section into the script. Although rarely used, the recap is an important element of the script. Use wording like:

"It sounds like you'd be a great candidate for ABC company based on what you've told me today. I will see you tomorrow at 4 pm."

Ask the prospect to take down your contact information, then say,

"If for any reason you can't make our appointment tomorrow, I need you to please call or email me, so that I can give your spot to someone else."

The shows the prospect that the salesperson's time is valuable and that the appointment can be lost or taken away, which can help ensure that your prospect will keep the appointment.

5. Step 5

Finish the script with a confirmation section.

Condition the sales staff to call the following morning, or when appropriate, to confirm the appointment, as a doctor's office might do.

This reminds the salespeople as well, of whom they are meeting and what the prospects' needs are. These simple elements of a well-constructed script will catapult your sales staff to success.