How did you answer your phone today? How was your tone of voice? If someone called you with a question about a product or service, did your caller "price shop" you, or were you able to take the lead in the conversation?
If you think back and feel as if you were operating by the seat of your pants, take heart.
Most entrepreneurs feel the same way, simply because they've never sat down and planned out a simple scripting system to guide business conversations.
Writing a sales script is simple. You just need to identify your specific types of customer interactions. Then, make a list of the key phrases that that will help you gather information from a customer in that kind of situation, with a list of information that you want to convey, and the tone of the conversation.
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No matter the business you're in, the benefits of scripting include:
- Helping nonsales people, including yourself, stay on message and give them a guide to follow to work customers through your sales process.
- Giving your team members a ready series of statements to help them overcome objections.
- Making sure everyone is on the same page and uses language and messages in a way that reflects your company vision, mission and culture.
The outcome? More sales, more up-sells and better overall results from your team at all levels. Yes, this should include your "gatekeeper" or anyone answering phones.
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For example, here's a simple "magic phrase" I've tested that has consistently increased sales.
"Hi there. . . Have you been here before?"
You may not see anything magic about this question. But such a simple yes-or-no question can open up a conversation to build rapport.
If the customer says yes, you can say:
"Great! You know, I thought you looked familiar. . . Is there anything special you are looking for today?"
Then, you can use open-ended questions (those that can't be answered with a yes or no) to help you understand what the customer is really looking for.
What if your potential customer says, no?
You can simply say:
"Great! Welcome to [the name of your store]. Let me tell you a little bit about what we offer."
This works well in retail. You can also use scripts with inbound calls. Here are a few basic rules for workers who answer your phones.
- Answer every call after the second ring, but before the third ring. You don't seem too eager, but you want to avoid the impression that nobody is "minding the store."
- Say simply: "Hi, thanks for calling [business name], this is [your full name]." Speak slowly. Seeming rushed can set the tone for the entire conversation.
- Always ask permission to put someone on hold.
- Never say: "Mr./Ms. is in a meeting."
- Always say: "Mr./Ms. is with someone."
You can script to eliminate price shopping and actually increase sales over the phone.
How? Here's how your scripted conversation might sound for a tire store:
"Good morning/afternoon, thanks for calling ABC Tires, this is Ray Smith."
[What's the price on ...]
"Thanks for your call. Could I just ask your name?"
[John]
"Thanks John, just so I can help you best would it be OK if I asked you a few questions?"
[Sure]
"Great. First, what sort of vehicle do you own?"
[Brand name]
"I see, and when did you last have your tires replaced?"
[6 months ago]
"Wow … they didn't last long. What brand were they?"
[X brand]
"Understood. Actually, you'll find they wear quickly. For your car I'd recommend [Y brand]. They'll last twice as long, give you a better ride and they only cost a couple of dollars more."
If the caller says, "Actually, I've had those tires replaced 18 months ago."
Ray could say, "Great. And you've been happy with them?"
[Yes]
"All right, I've got those in stock and I'll get them on for you today." Or "Great. I've got a brand just slightly better. They cost less, and I'll get those on for you today."
Scripting your approach is just like scripting a performance. Every great actor or actress has a script that he or she not only commits to memory, but embodies it, so there is honesty and belief in the performance.
Your leads, prospects and customers are your audience. So develop some scripts and start testing them.
Practice really does make perfect, and eventually you'll find your scripts become a natural part of your vocabulary, presented in your own personable and "nonsales" way.
The best part? Your efforts are likely to be reflected in more repeat customers, as well as improved cash flow and profits.
Related: Four Simple Ways to Find Customers
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Comments:
In some industries I can see the scripted approach being very beneficial. But I feel that being able to speak about your product intelligently and thoroughly without a preplanned speech comes across as more professional. Business today is entirely to focused on "Get the SaleA" mentality and not enough on "What does the customer actually want/need?" I worked for companies that insisted on using a script and pushed the don't let the customer say no approach and I found this to be detrimental to cultivating a quality customer. I want a customer who will say that I took the time to address their concerns and will look to me first for new business before shopping around.
Great suggestions for phone scripting. My next step is to create scripts for my craftsmen to have for greeting clients in there home and looking for educational ops for future projects. www.handymanmatters.com/wichita
I use a script provided to me by a consultant in the cleaning industry who was uber successful. They gave me the same script they used. It is especially useful in our industry because of the extra expense/trouble/time consumption of a walk through. By using a professional script to discuss cleaning needs with a client on the phone, I can remember to: Emphasize value over price objections Detail what the client really needs/wants done, in the order of importance and frequency needed. Determine a time frame to schedule a walk through Ball park a price to work from And/or calculate where they most likely will fit on our schedule based upon their time needs. (example: we wouldn't schedule a move out clean of a 5,000 sq ft home @3 pm, but we would schedule a light clean of an apartment in that time frame.)
Breaking the ice is one of the most difficult things when selling on the phone. A script give you someplace to go when the SILENCE is deafining
I disagree on using scripts with the exception of the greeting when answering the phone. It is good to have a standard greeting so that customers know exactly who they are calling. Otherwise, make it a conversation to put the caller at ease.
Face to face retail situations should be covered in TRAINING your people how to react to anticipated questions and the advice given in the article is great. B2B problems like gatekeeper , time pressure, price wars, might require DIFFERENT TRAINING. SHHH.
Brad, what about if we are B2B sales, which have to pass thru the gate keeper, overcame time pressure, and avoiding price war? Any 'secret' script on hand?
Thanks for sharing the nice inforamtion here, I think itis useful to me.