Call Scripts and Individual Style

3.1 Call Scripts and Individual style

There is a huge difference between using a call script to support you (ensuring you remember salient points and follow a pattern of information delivery that has been proven to be effective) and reading a script like a robot.

Mechanical regurgitation of written text really irritates callers - especially when telephone operators seem unable or unwilling to answer a question and instead keep reading the same line of the script repeatedly!

Bad experiences with scripts, either as a customer or an employee told to “just read this', prevent people from seeing the benefits of having pre-planned information. The problem, however, is not in using a script, but in how it is used. If you are simply “reading' text which does not feel like your own words, it will be apparent in your tone of voice and rigidity and you will naturally try to control the conversation too much. Reading in an unnatural tone of voice and controlling the conversation will damage your chances to build rapport - it's like trying to make friends with a cash machine!

However, there are many benefits to using a well written script in the correct way, these include: Creating a feeling of confidence, as you know what you are going to say. It provides a structure for the different parts of the call. The script can provide some vitally useful sentences, if you run out of things to say or can't remember all the details you need to include in the pitch (for example product benefits or features). It can sound more professional and use eloquent language, creating efficiency.

You can use a script provided by the business you are working for, but make sure you practise it really well so that it flows off the tongue and sounds natural and, ideally, edit it to make it sound  more like “you'. Also, remember that in order to harness the power of NLP, you will need to make adjustments to language and content based on people's sense preference (auditory, visual or in aesthetic). Writing your own script is also very powerful, but may take a few rounds of revisions before it sounds right and works well. After you have written a script, you need to thoroughly practise it and adapt it as required.

Here are some tips for your own script:

Choice of words

Spoken and written text is different. Say sentences and then write them down, instead of writing and reading it out. Make the script sound like a relaxed and natural conversation and practise with a timer to get the right pace (110 to 160 words per minute).Introductions

Introduce yourself slowly, as in the first few moments the caller needs to tune into how you sound. It also encourages them to say their own name slowly, so that you can hear it and write it down. Repeating your name is also very effective, as it increases familiarity such as; “Hello, this is James, James Parkin from Big Bank, can I have a moment of your time?' or “Hello, this is Sarah, Sarah Winton from Sales 'R' Us. How can I help you?'

Also include a statement that accurately and succinctly describes the product/service and/or company:

“We specialise in......'

“We are the leading manufacturer of....'

“The telephone we are offering today has won awards for its usability and......'

Question format

Use questions after statements, to keep in control of the conversation.

This also helps the customer to relax, as they know when they are meant to speak and what you want them to talk about:

“Hello, this is Simon, Simon Jones from Best Builders, have you heard of us before?'

“We would like to offer you an amazing 50% discount if you purchase the telephone today, is

that something you would be interested in?'

“The doorbell has a digital memory and you can connect it with a USB to load your own music

or sounds, would you enjoy having some of your favourite music to greet your guests?'

Identify needs with questions, use leading questions and option questions.

Provide context and reassurance

To feel relaxed (and more likely to make a purchase), your caller needs a few pieces of information.

Aim to deliver this information without them having to ask for it, as it will calm them and increase their trust in you.

Typical things the customer needs to know are: 

To whom they are speaking?

What are they offering/trying to sell?

Is it relevant to my needs?

What will the call involve?

Will I be pressured into making a purchase?

-Stay focused on the reason for the call

-Different types of calls will need different scripts, depending on the outcome you desire:

-Sales calls - Describe the features and benefits of the product or service.

-Appointments - Get the appointment, rather than selling on the telephone.

-Relationship building - Get to know the caller.

Test out closes

Throughout the call/script, you can test their engagement with the sale and try out a few trial closes such as; “How does that sound?' “You seem interested, am I right?' “Would this be a good fit for your needs?'

The trial close is used to get feedback and identify objections in advance, so you can resolve them. Also, getting positive feedback stacks up, like saving money in a bank account - once the account is full, you are more likely to make the sale.

Summarise and get commitment

Once you are nearly ready to close, summarise the items you have been talking about, then, crucially, ask for commitment - don't let any fear of rejection get in the way of this vital, but often missed step! “Can we go ahead with this purchase?'

Call structure

Using a predefined structure in your script will ensure you don't miss out stages, which can have a jarring effect on the prospect:

Opening and introduction to you and product (with a sales hook).Provide context for the call “the reason I am speaking with you today is....'Ask questions to identify needs. Present your solution.

Test closing and get commitment for the sale. Extend the sale with upselling or cross selling. Summarize the sale and close positively.

3.2 Sales Hooks

Right from the beginning of the call and throughout, you need to maintain the prospect's  attention and hook them into the sale.

You need to make them want to hear more and not hang up! Delivering powerful words explaining how you can help your prospect will get them interested, giving you the attention you need to develop and present your personalized pitch. It is important that you use open questions right at the beginning of the call, after opening statements. Closed questions risk people saying no and hanging up. They also give the prospect control of the call.

1. INEFFECTIVE closed WEAK hook: “Hello, this is Megan, Megan Davis from Stellar Solutions. I wondered if you have a few minutes spare, so I can tell you about our new Tax software which helps small business do their tax returns. Do you have time to discuss it with me?'

Typical response: “No, I don't have time'.

2. EFFECTIVE open POWERFUL hook: “Hello, this is Megan, Megan Davis from Stellar Solutions.

I wondered if you have a few minutes spare so I can tell you about our new Tax software, which uses a unique and revolutionary money saving approach for small business to do their tax returns.

How does that sound to you?'

Possible response: “OK' [you've got them intrigued] “tell me about it, but keep it quick, I am quite busy'.

Effective hooks

Communicate specific and direct benefits using powerful words, so you sound and feel more confident. Asking them how they feel about something will force them to imagine the scenario, making it feel real. Getting permission to talk to them is very valuable, but it can be implied and doesn't need to be direct.

Keep control of the call by asking open questions where yes/no would not be an applicable answer.

Power words

Some words are naturally more powerful and will grab attention and interest, acting as emotional triggers. The following words are emotive and you should weave them into your hooks and script when they are applicable, but don't overuse them, keep it sounding natural.

Examples:

Afraid, Assault, Astonishing, Awesome, Beware, Breakthrough, Confession, Cutting Edge, Dirty, Discover, Eliminate, Elite, Free, Gamble, Hazardous, Incredible, Invasion, Killer, Knowledge, Now, Poor, Required, Reveal, Reversed, Silly, Stronger, Supercharge, Survive, Taste, Threat, Tools, Trap, Tricks, Triggers, Unexpected, Victim.

"I can help you supercharge your productivity by 20% per day with our killer new technology.

"How do you think maximising your productivity would look like for you?'

"You could eliminate your debt for free with the knowledge we can provide you now, how

would that be?'

3.3 Exercise: Writing a Call Script

Estimated Time: 30 minutes +

Using the predefined call structure and all that you have learned so far, write a call script for a real or imagined product or service.

Once you have written it, test it out loud by yourself and then with other people (friends, family, colleagues) who are going to be supportive, but also provide constructive feedback about your script and delivery.

3.4 Getting Through Phone Blocks 

There will often be situations in which you cannot get through to your intended target, but many of them can be overcome - although it can take some creative thinking, lots of pleasantries and persistence. If the path to your prospect is restricted, you need to remain calm and think outside of the box.

The Gatekeeper

he higher the authority of the person you need to speak to within an organization, the more people you may need to get through. These “gatekeepers' (such as personal assistants, junior managers, etc) are specifically trying to prevent people getting through - they will undoubtedly be screening telephone calls and reviewing emails, to ensure that only the most pertinent information gets to heir boss. However, they are not the enemy and, if handled correctly, can provide a wealth of useful information  about the prospect.

Traditionally, sales people, especially pharmaceutical sales reps, provide gifts to gatekeepers - this is certainly an option you might like to consider if appropriate, especially if you are able to offer free samples which cost little but are greatly appreciated. To get heard, you need to use an approach which will present both you and the product or service in the best possible light, attract their attention and align their needs to the solutions you are offering, to be granted an audience with the boss.

Engaging the gatekeeper in a pleasant and honest way, building a relationship, can help you identify the best route to the boss and even uncover some needs which will be useful in your presentation of the product or service. You can even ask directly what you should do “how can I get to speak with Mr Price to tell him about this opportunity and the improvements in staff engagement it will create?'

Here is a checklist of how to present your request to the gatekeeper:

Research the business, so you can clearly demonstrate in your approach that you have considered their needs and believe your product or service is in alignment. Find out who the decision maker is and go to them directly - never try and sell directly to the gate keeper, you are wasting their time and yours - get as high as possible. If you aim too low with a non-financially enabled manager, it is unlikely they will feed the request upwards. Make an initial contact by telephone, email or in person and ensure the contact details for the decision maker are correct (full name, spelling, pronunciation etc ). Using the correct details will make it look more personal and less like you are a cold caller - this contact will be screened by the gatekeeper.

Include potential benefits/cost savings/profit, etc (or another factor that will grab attention) in your contact - it needs to be significant enough for the gatekeeper to want to pass it on (or fear retribution for a lost opportunity if they don't).Make sure your approach includes some statements to verify credibility, such as figures from case studies clearly demonstrating success, customer testimonials, etc. Ensure the quality of your contact is exceptionally high, with a professional senior tone (if done by telephone) or high quality content for a letter or email - poor spelling/grammar will stand out and damage your credibility - Don't you fink so to?

Sneaking past the gatekeeper:

There are some options for getting past without being noticed, but you need to sound confident and be well planned. Typically, a gatekeeper will ask “are they expecting your call', to which you need to carefully reply - also using the decision maker's first name will make the call sound more personal and genuine.

Salesperson “Hi, can I speak to Sam please'

Gatekeeper “Is she expecting to speak to you?'

Salesperson “Yeah, I sent her some information that we need to discuss before the end of the day'

Beware of this method though, it can backfire and ruin your chances! Alternatively, you can ask to

be put through to the decision maker's voicemail and leave an excellent message that will make

3.5 Using Voicemail

Leaving a voicemail is easy. Leaving a message that makes the prospect WANT to call you back, requires a little more calculation. 

The following are some tips for voicemail etiquette and suggestions, to improve your success at getting prospects to call you back:

Only leave a message if you have something pertinent to say - don't leave “just checking in' type messages, as this wastes their time and provides no incentive for calling back. Voicemails should only be a part of your strategy for getting in contact - also include emails and, if applicable, text messages (SMS), instant messages (like WhatsApp) or chat messages (Slack, Facebook, LinkedIn etc).

When leaving a message, you have only got a couple of seconds to get their attention before they delete it and don't even listen to it. Start your message personally with the prospects name, to get their attention and make it more friendly (enhancing rapport). Include briefly why you are calling and make it hook them in and capture attention. Quickly demonstrate the value you will provide if they call you back and a sense of urgency or limit on the opportunity.

Leave your name and number, twice.

Example Poor Message: “Hi, this is Mike from Techno Probes. I was just calling to see if

.....(message deleted) (next new message).....

Example Excellent Message (new customer): “Good morning Mr.Grace, I understand you are experiencing problems with ISO certification in your processing plant. I specialize in helping business like yours quickly resolve issues, effectively communicate with regulators and get back into production and making money. If you would like a free consultation to assess the situation and receive some free and impartial advice from somebody with 10 years' experience and hundreds of satisfied clients, then please call me back. This is Amy Westin from Regulate on 01423 345678“.

Example Excellent Message (existing customer): “Hey Jim, I'm calling to let you know that we have struck an amazing deal with our new supplier and we have a promotional opportunity for you that will save you thousands on your weekly distribution costs. We are only running the deal for the next few days, so please call me back ASAP if you want in. This is Mike Barton from Techno Probes, my mobile number is 07733 367077'.

Switchboards

To get through switchboards, you need to know the full name or extension of the person you want to speak to - asking for “Head of Finance' won't typically get you anywhere - research who your decision maker is and find out their details.