Psychologists say that a person remembers only 20% of what he hears, so every word counts when calling clients! To avoid losing face, sales scripts are used. These are behavioral scenarios for a manager, which describe step by step what he should say and in what situation. Let's look at what should be in an effective sales script and look at several ready-made templates.
Scripts exist for all occasions, or rather, for every type of work with a buyer, but today we will look at the most popular one - a script for cold sales over the phone.
Let's look at the scripts piece by piece
Sales scripts have been around for decades, and if you don’t want to use the random method, you can arm yourself with the most effective algorithm that has been refined over the years. Your script may not win an Oscar, but it will attract clients.
Let's start with b2c sales, that is, by calling individuals. Sales scripts for sales managers will be built according to the following scenario:
| Stage | Description |
| Greetings | Introductory phrase. |
| The manager says his name and company, and then clarifies whether the interlocutor is comfortable talking. | |
| Identifying problems | The manager starts talking about the problems that the product/service he offers can solve, trying to get the client to recognize the presence of these problems. |
| Purpose of the call | The manager offers the client his product or service. |
| Reply to an objection | If the client refused at the previous stage, then you need to identify the reason for the refusal and try to convince the interlocutor. |
| Parting | The manager discusses the next step of interaction with the client: a new call, a meeting, and so on. If the negotiations were unsuccessful, he simply says goodbye to the interlocutor, thanking him for his time. |
Script structure for the b2b sector when organizations are ringing, it’s almost the same. The difference is that before starting a conversation, you need to “get in touch” with the decision maker. The secretary will most likely pick up the phone, and you need to bypass him, proving that cooperation is more beneficial for the client than for you. And only when you are connected to the head of the department or the main boss, you need to start working according to the above script.
Some companies bypass the secretary by deception - they pretend that they are calling about employment - and only after contacting the right person do they reveal their cards. It’s up to you to decide whether to do this or not, but we recommend maintaining the company’s reputation as “clean” as possible. You will still need it.
By the way, according to statistics from the b2b research company Sirius Decisions, the middle manager gives up trying to contact the person in charge on the second attempt. At the same time, to successfully generate a lead in the b2b sphere, you may need from 7 to 13 contacts. Be persistent!
7 Best Ways to Make a Client Hate You
Above we described the standard course of a sales call. This is the basis on which you can “put on” your chips: use the client’s main pain points, list the competitive advantages of your product, competently, and so on. Only by testing different versions of scripts will you gradually formulate the most effective algorithm that will show the best effect specifically for your company.
Thus, There is no single recipe for how to talk to a client; it’s easier to say what NOT to do.
So, you want to piss off your client and not sell him anything? Take advantage of our bad tips:
- Conduct a conversation in the form of a monologue. Do you call to listen to the client's opinion? It's too much. But he should learn about your proposal in every detail. Don’t let him get a word in, or you never know, he’ll refuse again.
- Chat. Faster! Time is limited! You definitely want to cram as much information as possible into a few minutes! Or better yet, one! Learn to speak quickly and spray your client with machine-gun shots of words.
- Show who's boss here. Business is a wild jungle. Here you need to dominate. Show the client that you are in charge here. Press, insist. Don't be a compliant weakling.
- Improvise. Why prepare? Each situation is individual. Just call and hope for the best.
- Damn tact. Every polite word takes away precious seconds of persuasion from your client.
- Speak without emotion. God forbid you show your client that you are positive. He may think that you are doing better than him, and therefore refuse your services on principle.
- Tell us more about the company. Don't limit yourself to talking about the product. The client needs to know as much as possible about where you work, what connections you have, partners and where your supervisor vacationed this summer.
Sales script templates: just don’t write them off!
The sales script templates below are just examples, do not rewrite them one by one, but change them to suit your needs. There is no universal solution for all occasions, because each company and its product are unique.
Please note that at some points these example scripts go against the rules of conversation that we talked about at the beginning of the article.
1. In-scale marketing agency script
| Stage | Actions |
| Greetings | – Hello, *client’s name*.
When greeting, be sure to say your name; this indicates preparedness. |
| Presentation and clarification of circumstances | If a company's area of expertise may cause a potential client to be negative, then simply: – Horns and Hooves Company. If not, then: – A company of such and such profile “Horns and Hooves”. We don’t ask if it’s convenient to talk, so as not to provoke a refusal. |
| Identifying problems | One of three techniques is used: "We you": "Head-on": "Is there any reason": |
| Purpose of the call | If you are arranging an audit or a meeting, then you can move on to the purpose of the call; if you are about sending a commercial proposal, then you should first ask a few clarifying questions (no more than three) in order to send exactly what you need. Next you need to make an offer: –*Client name*, based on your answers, our product is ideal for you. In order not to immediately insist on a meeting and to save your time, I propose to do this: I will send you a proposal by email, and tomorrow afternoon I will call you back and clarify the decision. If you're interested, we'll work on it, if not, another time. I'm writing down my email. |
| Reply to an objection | Proceed according to the following algorithm: Agreement with the claim: |
| Parting | You need to record the outcome, specifying what time you will meet, write, or call. |
2. Seurus call center script
| Stage | Actions |
| Greetings | - Good afternoon, company is such and such, name is such and such. How can I contact you? The client gives his name, we make sure that this is exactly the decision maker we need. |
| Presentation and clarification of circumstances | |
| Identifying problems | Let's ask the obvious question: – Do you use such and such? Making the transition: – If you use this, then you have such and such a need (for example, to replenish goods or for service). |
| Purpose of the call | We briefly outline the proposal using the following levers of pressure: 1) Shares (Only for the next couple of days there will be a 50% discount on our services). 2) Link to the client's words (You said earlier that you have such and such a need, right?). |
| Reply to an objection | Work with objections in this script is based solely on arguments related to the features of your product, and therefore cannot be given. A couple of common situations: - We are satisfied. - Everything is relative. – Our managers already work well. – Great, so let them work with the clients we bring. |
| Parting | The contact is transferred to the supervisor for further processing. |
3. BusinessTG business school script
| Stage | Actions |
| Greetings | First you need to ask the person what he wants to be called - and then address him in exactly that way. - Good afternoon. How can I contact you? |
| Presentation and clarification of circumstances | – Hello, *previously mentioned name*. I am so-and-so from so-and-so's company. Next you need to make a link: – Such and such a person used our services and offered to contact you. Or - I was informed that you are doing such and such. Perhaps we might be interested in the benefit we offer? Next you need to ask permission to communicate: - Can you talk now? |
| Identifying problems | Open-ended questions should be asked: – What are your employees doing to achieve their goals? – How do you solve such and such a problem? – How can you increase the flow of customers even more if you improve their service? |
| Purpose of the call | – Our company does this and that, we serve such and such areas, including yours. We offer such and such a product or service, thanks to it you will have the following benefits. However, we will take on all the difficulties and technical issues. |
| Reply to an objection | |
| Parting | Outline the agreements: – Thank you for your time. Please leave me your contact information so we can send you more information. If you are interested, find out what day you can call to discuss information or even come by. |
Which sample sales script should I choose? It is best to create your own based on examples. But if you want to use a ready-made one, then you should try everything one by one, assessing its effectiveness and suitability for your type of service.
Integration of scripts into CRM
If you conduct sales through , then for convenience you can integrate successful sales scripts directly into the program interface. So that when working with a client, the manager sees a detailed scenario in the CRM - what to say at each stage of the sales funnel. To be fair, we note that not all Russian CRM solutions have such functionality. As an example we can name.
In the program, you can use the settings to write step-by-step scripts for each stage of working with a client. Thanks to this, in each deal card the manager will see detailed guidance - what needs to be said and what to do to successfully move the deal to the next stage. Scripts are displayed in CRM in the form of a convenient checklist, which the manager can work with directly during negotiations with the client:
Screenshot of the SalesapCRM program: a deal card with a checklist for the manager is shown To see with your own eyes how it works in SalesapCRM, and your managers will always work using ready-made sales script templates.
This page provides examples of real cold calls with potential clients to offer various products and services.
An example of a cold call for selling complex website promotion services. Result: Call from a specialist.
An example of a cold call for selling glass and mirror processing services. Handling the objection “Your prices are MUCH higher.” Handling the objection “No time. Busy". Result: Call from a specialist...
An example of a cold call to sell a fitness club card to a private individual. Handling the objection “I don’t want to do fitness.” Result: Meeting
An example of a cold call for the sale of orthopedic mattresses. Handling objections “We work with others”, “Economy downturn”, “Send a proposal”. Result: Meeting.
An example of a cold call selling custom tailoring services for classic suits. Processing the objection “I’m not interested right now,” “I’m buying in a store,” “I need to think about it. Result: Call from a specialist.
An example of a cold call for selling groupage cargo delivery services from China and Europe. Handling the objection “We work with others.” Vivid presentation of benefits and... Result: Meeting.
An example of a cold call for selling silk screen printing services. Processing the “Send a proposal” objection. A story about the advantages of the company and its services. Processing the objection “Send proposal 2.” Result: Call from a specialist.
An example of a cold call for selling children's hats. The call manager fought until the end! Handling objections “We don’t need anything”, “We work with others”, “Expensive”. Result: Call from a specialist.
An example of a cold call to sell a platform for creating mobile applications. Processing the objection “We don’t need anything.” Vivid presentation of benefits and... Result: Meeting
Examples of real cold calls using scripts. Cold calling database.
Cold calls. Sale of insurance products. Cold sales by phone
An example of a cold call to sell a service to increase customer loyalty. Bypassing the secretary’s objection “Send a proposal”, contacting the decision maker, processing the decision maker’s objections “Not interested yet”
An example of a cold call for selling government procurement support services. Bypassing the objection “We do not work with government tenders”
An example of a cold call for the sale of orthopedic mattresses. Bypassing the “I’ll call you back” objection
An example of a cold call for selling CRM Bitrix24. Bypassing the “Send a Quote” Objection and Trying to Explain Competitive Advantages
An example of a cold call to sell a loan co-financing service. A detailed, professional explanation of the essence of the service, usually performed only by a specialist. In this call, the explanation is carried out by the call manager using a script.
An example of a cold call for the sale of orthopedic mattresses. Bypassing the objections “I don’t see the point in working with you,” “There are so many suppliers.” Finding out the client's profile
An example of a cold sales call for selling visual aids and educational equipment to schools. Bypassing the “No money/No budget” objections.
An example of a cold call for selling a surge protection device. Bypassing the “Nothing needed” objection.
An example of a cold call to find a dealer selling medical equipment and equipment
An example of a cold call for selling a surge protection device. Director: “If in the sense that the direction is to be developed...” The call is simple, but positive!
An example of a cold call for selling government procurement support services. We've been calling since October, calling in November. Always “don’t” Call in November “Can’t we really do this ourselves”:
Call in December. Client portrait. Meeting with a specialist:
An example of a cold call to sell an Internet service for transport companies. Bypassing the objection “We won’t connect you with the manager”, “Send information materials”, finding out the client’s profile and scheduling a meeting!
An example of a cold sales call for selling visual aids and educational equipment to schools. Bypassing the “No money/No budget” objections. An appointment has been made with a specialist!
An example of a cold call for selling security services. Bypassing the “No time for a meeting” objection. The meeting is scheduled!
An example of a cold call for selling security protection with sliding bars. Handling the objection “We work with others.” Finding out the client's portrait. The meeting is scheduled!
An example of a cold call to sell the service “Converting a car to gas.” Processing the objection “No need”, “Car is under warranty”, finding out the client’s profile, inviting for diagnostics.
An example of a cold call for selling services for welding and installation of plastic pipes. Introduction and immediately meeting. Finding out the client's portrait.
Example of a cold call for selling power cables. Processing objections “Nothing is needed”, “Give a specific price”, Meeting, Finding out the client’s portrait!
An example of a cold call for selling Ayurvedic herbal complexes. Handling “Don’t” objections, Meeting!
An example of a cold call to sell the service of organizing a chess club in children's institutions. Immediate meeting with a specialist
An example of a cold call for the sale of spices and dried vegetables. Meeting right away.
An example of a cold call for selling complex website promotion services. Specialist call
An example of another cold call for selling complex website promotion services. Specialist call
An example of a cold call for selling security and video surveillance systems. Meeting with a specialist
When making about a third of cold calls, the operator is faced with a negative: the people on the other end of the phone are rude and simply hang up at the most inopportune moment. If you don't want your employees to be negatively affected by nervous secretaries and careless directors for the next few weeks, then it's better to outsource cold calling.
- You will have to create a conversation script yourself, according to which the calls will be made.
- Ordinary managers are most likely not familiar with active sales techniques and therefore the effectiveness of cold calling performed by ordinary employees will be somewhat less than if you entrusted it to professionals.
Cold calling through regular employees is effective when the client base is small and you are determined to get good returns from telemarketing.
Conversation pattern for cold calling clients
After all, the main task is to schedule a business meeting. What to do? It is very important to properly prepare for this issue. The sales agent must be a bit of a visionary, having previously planned for such a situation and thought through possible responses. It is impossible to leave the question unanswered. But simply answering the client is wrong.
Here is a clear example of a cold phone call. The manager calls a potential client, and on the other end of the line he hears the question: “How many years has your company been on the services market?” He enthusiastically replies: “We are celebrating our 20th anniversary this year. That's a solid number, isn't it?" Client: “Yes, indeed, a considerable age.
Please tell us more about the company’s work.” This is followed by detailed explanations from the manager, a listing of the company’s areas of activity, and its most successful projects. Then the other person says, “This is amazing.
Cold calling - is this telephone sales technique effective?
I am not interested in your information. Sales agent: Okay, good luck. In this case, the manager tried everything. Example 2 Client: Our company does not have the funds for such services. Sales agent: Of course, I understand. But may I ask, is your company working with anyone now? Client: Yes.
We work with the ZET company. Sales agent: Then you probably use the ABC product? Client: No, we use their product “GDEZH”. Sales agent: Really? Then we should definitely meet, since our offer is wider, which includes the product “GDEZH”. How about next Monday at two? Client: I'm satisfied.
Example 3 Client: Tell us more about your product. With this question, the manager must give a clear, comprehensive, but concise answer. Sales agent: We have been working in the field of computer technology for 15 years.
Telephone sales: examples, scenarios, common mistakes
Video - how to make cold calls, examples for a manager: Mastering the cold calling technique is not easy due to the presence of many barriers that must be overcome in order for the call to be completed effectively. Often you have to listen to the interlocutor’s refusals and objections and reluctance to talk. All this affects the mood of the manager making cold calls.
To make such calls more effective, you need to constantly train and improve. In what cases are they used? This active sales tool is essential for B2B sales. Recently, cold calling has become increasingly used in working with ordinary people.
Cold calling on the phone - examples of successful and failed negotiations
Typically, companies do not create lists of the most effective responses to such client statements. Brainstorm. Together with your colleagues, write down all the standard objections and practice overcoming them, work out the ideal wording, write them down and apply them. For each of these typical excuses, you should have two or three possible answers - prepared in advance, rehearsed, working.
Info
And a list of answers to such excuses is a necessary element of the sales manager’s workspace. Mistake #7 – Negotiating according to the client’s script. Anyone who has worked in sales has encountered a basic customer request scenario. They ask you, “How much is it?”, and then they say, “Okay, thank you, goodbye,” and then they hang up.
Sometimes the client asks abstract questions, sometimes a whole list of questions.
An ideal script for selling any product. conversion is off the charts
What does this mean? The manager tries to clearly determine for himself at the very first call to the client whether this person will buy. This happens gradually, unconsciously. Remember the example from “Mistake #4”? Only at the meeting do we have at our disposal the entire powerful arsenal of presentation techniques. Only through personal contact do we see the client and can influence his ideas about the value of our offer.
You can sell over the phone, but only on the condition that your product is 1 - cheap, 2 - standard, 3 - the client already knows it. Sometimes, some people sell a meeting over the phone, and another specialist comes to do either a demonstration or personal sales. If you work on the phone, your professional growth will be severely limited.
Mistake No. 11 – calling repeatedly for the same reason It happens that a client has to call back several times.
Script for talking to a client on the phone
This saves a lot of time.
- Using a script as a prompt simplifies communication and gives the manager confidence.
- A telephone conversation speeds up the communication process and allows you to immediately assess the client’s reaction to the offer.
On the other hand, this is hard and psychologically difficult work, which only sellers who are passionate about their work and have an active position can cope with. Disadvantages of cold calling:
- A potential client becomes annoyed at a manager who is distracting him. This happens regardless of whether the product is needed by the buyer or not.
- The interlocutor may quickly leave the conversation or refuse.
- There is no visual component of communication and product presentation.
Many people’s notes may contain such typical objections as: “we will call you back”; “send your offer, if we are interested, we will contact you”, “we don’t need it now”; “we already have suppliers”; “if we need anything, we will contact you ourselves”; “call back in ... months”; “the budget has already been planned”; "no money". These are typical answers and the list goes on for a long time. Here lies the biggest mistake a manager makes.
Attention
It consists in the fact that he says: “Well, sorry, all the best,” and then hangs up the phone. I won’t even touch on the explanation that most of these objections are excuses, and the basis of any salesperson’s work is precisely the ability to work with such answers. A less obvious mistake is that the manager does not prepare for these objections in advance.
Sample conversation between a service sales manager over the phone
How to create a cold calling plan In the professional sphere, the plan for the first telephone dialogue between a seller and a buyer is called a cold calling script. Since the conversation is carried out over the phone, you can pre-compile a list of questions and hypothetical answers (objections) of the client, for which appropriate arguments are selected. This scenario is often presented in a flowchart format, which is in the seller's view as a guide.
Each manager develops his own script based on the main points:
- Introduction (greeting, introduction). In order not to lose a client already at this stage, you need to minimize mentions that you want to sell something. When introducing yourself, speak on behalf of the company, not the sales manager.
You can offer several time options so that the client has no alternative - to meet or not. You should also clarify the nuances:
- date and time;
- place;
- meeting participants;
- discuss the purpose of the meeting;
- get confirmation from the client.
When ending the conversation, you need to leave your contact phone number, renegotiate the meeting agreement and say goodbye on a positive note. Cold calling scripts A call script is a pre-thought-out or programmed sequence of conversation with a client, established in the company. It is convenient to use ready-made modules when making an initial call to a client. There are rigid and flexible scripts. Video - 24 tips on how to create your own cold calling script (part 1): Hard - used when selling a simple product, where there are not many options for customer responses.
After the first words, it was obvious that she would sell advertising to me. Moreover, note that offering advertising or offering to earn additional income by attracting the attention of new customers is essentially the same thing, but is perceived completely differently. I was busy and she politely asked if it was convenient for me to talk.
Having received a negative answer, the girl committed “venal” suicide. She asked, “Are you interested or should I call you back later?” As you understand, I couldn’t resist the first option. Start the conversation with positive language! Do not allow yourself to interpret the client’s words negatively.
As long as you are not rejected outright, consider that the client is positive. Mistake No. 5 – unsystematic work on calling. This error can occur in anyone, including experienced managers.
It could be:
- promotion or super offer;
- cost reduction;
- increase in sales;
- reducing time costs.
Dealing with client objections At the very beginning of a conversation or after a presentation, you can hear objections from your interlocutor. The main types of objections when cold calling:
- “we already have everything”;
- “we are not interested in the offer”;
- “I don’t have time to talk to you”;
- “Send us an offer, we’ll consider it.”
Having heard such phrases, you should not convince the client otherwise and prove the benefits of your offer. This is a common mistake and can end the conversation.
And today, cold calling remains one of the most common methods of promoting a company. The reason is obvious - compared to personal meetings, in the same period of time you can talk to a large number of potential clients and optimize sales.
Spam is easy to block, a sent email may never be read, and commercials often go unnoticed. Everyone answers personal calls. Will it be possible to interest the buyer in this way? This is a different aspect. But the manager definitely needs to try.
Critics of cold calling say the method is labor intensive and low in efficiency. According to the survey, the result of a cold call (the number of successful transactions, sales) varies between 3-10%.
What are cold calls?
Cold calling is making phone calls to strangers in order to offer them certain products or services. The reason for low efficiency is most often the lack of manager training, bad examples, incorrect scripts and incorrect sales tactics. The result is a negative reaction from a potential buyer.
Many managers claim that their main goal is to call as many people as possible. The more attempts, the more likely it is that someone will agree to the deal.
This is precisely the reason for low sales performance. You need to strive to interest your interlocutor, make the conversation useful and exciting, and leave positive emotions. It's no secret that most often cold calling causes irritation. To change this point of view, the sales manager needs to “hook” the interlocutor, arouse his interest, then present the product, neutralizing doubts about making a purchase, and sell the product.
Tools for successful cold calling
When a manager makes a cold call, his potential buyer hears only his voice, without seeing the interlocutor. Such a client treats what he hears with distrust, and he does not always want to waste time on empty conversation. Therefore, the technique of making cold calls must be carefully designed and thought out.
Shell and base composition
The basis for successful work is a complete, up-to-date database. It doesn’t matter what you do or sell cosmetics. To replenish the client base, the sales manager needs to implement paid information programs that are generated from reliable sources. Examples of such operating databases are Interfax and Fira Pro. You can use various paid and free programs to store and process data.
Negotiation experience and talent
Sales managers who talk about the low effectiveness of cold calls cannot organize them correctly. To grow sales, you need to immerse the manager in a comfortable environment. An unsure, trembling voice, a feeling of discomfort, a monotonous timbre of the voice will not give the expected results, and the cold call will fail. If the manager has doubts about the products being sold, the potential client will certainly not buy it.
Negotiation experience is also important. Experienced managers know in advance what their interlocutor will ask or how their interlocutor will answer, which allows them to calmly work according to the developed scenario, using scripts and examples. That is why a new employee needs to undergo preliminary training and training. There is a small exception to this statement - there are people with an innate talent for persuasion. They quickly establish contact with a potential buyer, pointing out the advantages and benefits of the purchase. Such an employee is very valuable, but there are very few such “nuggets”, while the rest need to learn a lot about the cold calling technique.
The most important skill is to cope with your emotions and make the buyer react to them. If the operator is relaxed and can carry on a conversation at ease, the interlocutor will be interested in communicating with him.
First impression
You will never have a second chance to make a first impression. This stage is the most “fateful”. When a person receives a call from a sales manager, he usually imagines a tired, stone-faced person with a microphone and headset connected, who does not care who he is talking to. There is no desire to continue the conversation with such a person, so in 99.9% of cases a cold call is already doomed to failure.
The key task of the operator is to become interesting to the interlocutor from the first seconds. You need to understand his train of thought, be on the same wavelength with him, make him think, and evoke response emotions (sometimes even negative ones). To get a similar reaction from a cold call, just ask a provocative question. Alternatively, ask whether the interlocutor is authorized to make a decision, or compare his company with a competing organization. As a result, as a rule, he begins to enter into a discussion, which, if properly managed, can lead to a constructive result. But a sales manager should not abuse negative emotions; pleasant communication is much more effective.
Customers' choices must be respected. Often the interlocutor already has a supplier and is used to buying the products offered elsewhere or in a different way. There is no need to point out an offer that he “can’t refuse.” It’s better to communicate, find out what he likes and what doesn’t suit him, what the client gives preference to when making a purchase. Include this block in the script and example dialogue. After that, offer an alternative, indicating all the benefits of your company.
Cold call script for selling services
The term “script” means a pre-thought-out algorithm of actions, a pre-compiled template. A well-chosen script is a reliable tool for successful sales. The use of scripts is especially important if the sales manager makes a call for the first time.
There is a person on the other side of the line who knows nothing about you. In this case, it is necessary to build the most fruitful foundation for cooperation and making further cold calls, or to understand that the person does not need the services of our company, that there is no need to waste your precious time on him. Then there are repeated cold calls along a pre-planned path, which are aimed at results.
Script creation algorithm
In the work of a manager, it is important to gradually collect cold calling scripts and gradually improve sales techniques. From this moment the dialogue begins. The more important goals are set, the more professional managers are needed.
Key points when determining the purpose of a cold call:
- updating the database, identifying the target audience;
- providing useful information to the interlocutor;
- offering something interesting and free (a buffet at the end of a certain event, providing a trial product);
- receiving a response from the interlocutor regarding the company's proposal.
Examples of goals:
- inviting freelancers to training on the topic “”;
- informing the furniture manufacturer about new equipment for the production of upholstered furniture.
Diagnostics of the client base
You can spend a long time talking to someone, but if you misjudge their potential, you can waste your time and render your cold call useless. Therefore, at the time of negotiations, the manager needs to find out whether the person needs this service, how many units of product he needs, and whether he is ready to spend money on the purchase. But this needs to be done unobtrusively.
Client diagnostic example:
- Are you planning to expand your network next year?
- Can your equipment cope with the volume of orders? Are you planning to update it?
Presentation and analytics of answers
The presentation should be bright, interesting, concise and structured. To do this, the manager must draw up sales scripts.
Advice: present only the action you want to achieve from the listener (invitation to a meeting, information about a product). You should not present the entire company and distract your interlocutor with unnecessary information. At any moment a person can simply hang up.
Examples of targeted cold call presentations to consider when writing your script:
- At our training, you can not only learn about, but also evaluate the activities of competitors, find out what tools and techniques they use, and communicate with potential employers. Agree, this will be a great example and help for your self-development and growth.
- At the presentation of new equipment for furniture production, you will be able to evaluate the latest developments and achievements, analyze the effectiveness of various business processes with which furniture is made. This will give you the opportunity to better assess your real growth potential.
Call handling and closing
Since the probability of rejection when calling a cold call is very high, there is no need to be afraid of getting a negative response. After hearing an objection, you need to focus on the purpose of the call, not on the objection. You must try to get around the obstacle that prevents you from achieving the desired result of a cold call.
If the listener constantly makes different objections, turn them into advantages, promising to solve all the issues. The script will not be successful if you fail to interest the potential buyer in the need to implement the task set for you.
Example #1:
I already have enough orders and I don’t need the training offered.
- Our training will introduce radically new opportunities; you will learn how to improve your skills and double your earnings. Our event will open up new horizons for you, the scale of which you have never even thought about before.
Example #2:
I don't have free time for your presentation.
- Our event will discuss issues that will save time on solving various minor issues. In just two hours, you'll understand why you're constantly monitoring production floors instead of focusing on the strategic aspects that would move the company forward.
If the client agreed (or refused), the cold call to the sales manager needs to be closed correctly. Show the importance of the client for your organization and agree on further cooperation. Even if you receive a refusal, leave positive emotions about yourself, try to be remembered as a competent employee with whom you can work in the future.
Advice: Scripts should not be standardized. When compiling them, you need to take into account the specifics of the service or product being sold, and the purpose of the cold call. A potential buyer may have heard the standard script many times: “Hello! We are a dynamically developing company, 200 years on the market, etc.” To interest him, you need to stand out among the same type of uninteresting offers. To do this, take the time to create a unique script that will pique the interest of the listener.
Cold calling: example dialogue
There is no person who does not want to buy a certain product, there is a seller who cannot sell it correctly. Purposefulness, tactfulness, result orientation - these and other qualities will be needed by a sales manager to achieve his goal. Let's look at an example of a cold call:
Good afternoon
- Hello!
- Limited Enterprise Company, manager Angela. Could you put me through to the CEO?
- He's not in now.
- When can I talk to him?
- Never, because he is very busy and cannot give you time. I am his deputy, ask me all questions.
- Great, please tell me what is your name?
- Maksim.
- Maxim, very nice. We are organizing a new business training on the topic “How to attract new customers and increase sales?” Are your managers searching for new buyers?
- They are looking. But, unfortunately, both I and the general director do not have time to attend your training.
- Would you like to increase your work efficiency so that lack of time no longer bothers you?
- You know, so far everything is fine with me, everything suits me, I already consider my business plans successful. Thank you.
- Do I understand correctly - all your sales managers are 100% busy?
- Yes, 100% and even more.
- It’s so good that we contacted you on time. The goal of our training is to redistribute the workload among managers with higher efficiency. Just imagine - one of your managers will be able to manage 2-3 times more clients. The training will cover the topic of sales optimization and. Should I sign you up for it?
- Thank you, but I can’t find time for this.
- Okay, then I will inform you about the date of the next training so that you can redistribute your time and attend it.
- It is not necessary. I’m telling you, we are doing business successfully, all the schemes have been worked out.
- Everything is so great with you, but there is not enough time for development. It doesn't happen that way.
- It seems to me that when there is no time, it’s very good. Everyone is busy, working, the company is thriving.
- That is, you have reached the pinnacle of your success and do not want to develop any more. But for some reason, when they remember your area, a completely different company comes first. Are they your competitors?
- It’s very difficult to argue with you. When and where will your training take place?
After this, the parties exchange contacts and agree on a meeting.
Examples of telephone sales techniques
In order for cold calls to lead to the expected result and provide high efficiency, the sales manager needs to get acquainted with various examples and create scripts.
The first example is a ledge, used in case of a negative answer as a fulcrum and a basis for further dialogue. Let's look at this technology as an example (after introducing and meeting the manager).
Hello, I am a manager at Consalting Ltd, we provide training for management personnel. How to increase sales efficiency, make more efficient use of the organization’s internal resources, and increase turnover. Are you interested in this topic?
- Yes, I am periodically interested in courses for self-development.
Sorry, but such an event is too expensive for me and my company. You are asking a lot for your services.
- This is what everyone who has not attended our trainings says. Many people with whom we regularly collaborate reacted the same way at first. But after the first lesson, they changed their point of view, because they were able to save many times more, increasing their turnover.
- Okay, we can discuss this.
Another example of dialogue:
Andrey Vladimirovich, good afternoon.
- Hello.
- My name is Anatoliy. I'm calling you from Constanta.
- On what issue?
- We sell waste recycling accelerators. They are manufactured using new technology and make it possible to save resources compared to equipment that is used today.
- Sorry, but I am not interested in your proposal.
- Is it possible, before you hang up, to find out whether you use gasoline or gas accelerators?
- We don’t use them at all at the enterprise.
- How then do you destroy waste?
- No way.
- But this is fraught with large fines. Especially after amendments to the legislation. How timely we came to you! We recommend that you read ours. Our prices are more favorable than those of our competitors, and we can provide a discount. How would you like to meet and discuss terms?
- Okay, come to our office.
When communicating with a potential client, immediately include him in the dialogue. This way you will arouse his interest. Leave all the details of the presentation for a personal meeting, the main thing is to show the relevance of the proposed product.
Save the article in 2 clicks:
Cold calling is a current sales optimization method used by many companies. In order to make them effective, do not be afraid to express yourself, communicate with the client as with a good, respected comrade. Be confident in your words. To achieve success, you need to work hard on yourself. And most importantly, be able to accept refusals, as there will be a large number of them. Don’t be upset, take into account mistakes, develop new sales scripts for yourself.
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