How to make a "cold call" script. Script ("cold call"): example

In sales, "cold calls" are often used . With their help you can effectively sell the goods, service, appoint a meeting for the subsequent discussion of the terms of the transaction. In some cases scripts are used to make "cold calls". What it is? What are the criteria for their effective involvement?

What are they needed for?

A bit of theory. "Cold call" - how does it differ from "hot"? Everything is very simple. He implies a conversation with a person or company with whom the caller had no contacts before (the remote acquaintance). In turn, the "hot" call is the development of existing contacts in order to maintain communication with the partner or to enter into a new deal with him.

Actually, why do we need "cold calls", whose scripts we are going to study? What is their practical effectiveness for business? Experts note that the use of "cold calls" is one of the most accessible and effective methods of sales. This technique is designed, first of all, to save the manager's time in relation to the performance indicators. Involving many other sales channels (such as, for example, mailing) does not always give a comparable effect.

Many experts are sure: communication with customers as such, regardless of whether "cold" calls or "hot" ones - is one of the main criteria for business success. At least because this tool, unlike various kinds of electronic channels (social networks, e-mail), appeals to the natural need of a person - to talk to oneself like.

It's simple

Cold calls are easy to make. At least from a technical point of view, because a regular phone is available in almost all offices. It is also easy to do them from the point of view of preparation. Even if a person is not used to communicating on the phone, he has a faithful assistant - a ready script. Or, in another way, the script. The "cold bell" with its help turns almost into routine work, but at the same time incredibly fascinating. If we apply a successful script, a "cold call" will help to make excellent money. But what is the likelihood that the script we use will provide a sale?

Secrets

One of the most common goals, which is designed to solve the cold call script, is the appointment of the caller's meeting with the one with whom the conversation is being conducted. That is, probably, with the potential client of the company. In some cases, the manager can use, making "cold calls", sales scripts in pure form, persuading the client to buy something without meeting. Everything depends on the specific task and the specificity of the product or service being sold.

Therefore, choosing the optimal script, you need to make sure that it is suitable for us, based on all the current criteria. We read the script and decide whether it is optimal for a meeting or better adapted just for sales. After that, we study the structure of the script.

Looking for a boss

In sales practice, the main focus is on the interaction between the manager of the company producing the goods and providing services, and the person making decisions on the client side. Often this is a top-level manager, and it is not always possible to get through to him directly. Adapted to the task that "cold calls" perform, scripts are sometimes divided into two subspecies. The first of them is best compiled in order to get a conversation with the "boss." The second, in turn, contains instructions applicable to the conversation with the person making decisions. In the first scenario, the sales manager, as a rule, communicates with people whose status with respect to the "boss" is initially unknown. Accordingly, in the script can be prescribed mechanisms by which the caller finds out information about that official with whom it is desirable to talk.

Thus, based on the specifics of the task, we determine which part of the script to use - the first or immediately the second one. After we begin to study the contents of the script closely. We analyze how effective it will be.

Criteria for the effectiveness of scripts

We have a script. The "cold bell" is the main tool. How to ensure the result? What are the criteria for the effectiveness of the script? We agree that the task before us is a conversation with the person making decisions. We got through to the "boss" or we have his direct phone number.

1. The ready script of the "cold call" should, first of all, contain a link to a significant information call to the company. Experts believe that in a good scenario there should not be a direct indication of the purpose of the call, which is a sale or a meeting with the person making decisions. It is important that the script was spelled out a phrase that at least will ensure that the interlocutor of the manager reacts with the conversation is not indifferent.

A short example of a cold call script that can interest someone at the other end of the wire: "Good afternoon .Our company is engaged in sales of innovative methods of storing computer information of a large volume." It might be of interest to you? ". In fact we sell flash drives in bulk. But if we confessed: "I want to offer you to buy flash drives," the interlocutor would probably refuse to continue the conversation, because the information guide is clearly not "catching".

2. The script must provide a dialogue, not a monologue. All the cases are that the interlocutor, if the conversation started, as a rule, there are questions, opinions, judgments. Including those relating to competitors. He can say: "Oh, I do not need flash drives, I use devices from" Alphabet Electronics ", they quite suit me." It is completely unacceptable for the script to have hints of the kind: "Yes you that," Alphabeta "- this is the last century!". We need to respect the opinion, and, importantly, the choice of the interlocutor.

Example of the "cold call" script with the correct option: "Excellent choice! Want to see a device with improved features compared to the products of this brand?"

3. Following the instructions of the script necessarily leads to the result. To one of three. The first is a refusal. And do not confuse it with an objection, which most often sounds like this: "No time, sorry." The second is a meeting. In order to show flash drives that are superior to competitors in terms of performance. The third is the agreement to talk later.

This, of course, is only a few basic criteria. Now we turn to more detailed examples of the use of ready-made telephone sales scenarios. Each of them uses a technique that can positively affect the decision of the interlocutor. That is, the logic of the script is built with an emphasis on one or another aspect, expressing the advantages of the product or service being sold.

Mutually beneficial cooperation

So, let's consider a possible script of a "cold bell" (sample). We call the owner of a bakery and invite him to buy croissants from our own private bakery. The main thing that we will motivate the future partner is the prospect of mutually beneficial cooperation.

We call and immediately lay out the essence of the matter: "We offer you mutually beneficial cooperation." But that's not all. Immediately we justify: "The offered croissants, and this is proved by the example of dozens of our partners, will increase your revenue by 15%."

The profitability of bakeries is now relatively low - the competition is large. And so the owner of the institution will at least listen to the details. Which, of course, "we will discuss with you in person". All. Further on, off-line sales techniques begin. The "cold bell" script, the sample of which we have now examined, fulfilled its function.

The sales manager, most likely, will show the graphics on which it will be shown: croissants in their price segment and consumer qualities fit perfectly into the bakery menu. Therefore, they will be actively bought together with other types of baking for tea, which in the end should increase sales.

More customers

The following scenario, which we can cite as an example, is motivation based on the prospects of attracting more clients. The template for the cold call script can contain the following phrases. "We offer a product that will significantly expand your target audience," - we state the essence of the matter to the owner of a bakery. Do not forget to once again refer to the successful experience of numerous partners. Next - a meeting for which an experienced manager is sent. We used the script, the "cold call" worked.

Most likely, the manager at a meeting with the owner of the restaurant accentuates attention to the fact that with the appearance of baked croissants in the menu, client groups will be replenished by people who appreciate quality sweets - these are children, people of the older generation. In principle, due to this mechanism, revenue is likely to increase.

I know all about you

And one more interesting variant. It is based on the ability to pleasantly surprise the interlocutor by knowing the facts about him. However, their reliability may not play a role. Why? We are looking at an example.

"Hello, we were told that your bakery specializes in selling fresh croissants on a batterless test, which is a very rare segment." "Would you like to exchange experience?"

The owner of the bakery, even if he had no idea that his firm bakes croissants without yeast, would at least be surprised. But with a high probability will agree to a meeting, as the interlocutor on it will be a person who seems to own this technology. It will be great to learn how delicious croissants are baked! Almost certainly there will be a meeting where the sales manager of our bakery will give croissants a baker, but he will not tell him the recipe. However, the contract for baking will be signed.

Sales examples

Above we considered the scenario in which call scripts are used to schedule a meeting. This is the focus. Now we will try to study the situations in which the sales scripts are used (if it is decided to practice "cold calls"). That is, the purpose of the conversation is not a subsequent meeting, but the conclusion of some contractual arrangements by phone.

Take for example a segment such as the Internet. This service is one of the most popular in Russia. The competition is quite high (although the position of monopolists is strong), and many subscribers often change one provider to another, having heard that somewhere the rates for the same speed are cheaper or better.

The main recommendation here is to immediately focus on the competitive advantages of the offer. If the provider accurately guarantees, for example, that the price will be lower than the market average, by 20%, this fact should be announced right away. If the interlocutor specifies the name of your provider, it is not necessary to specify what exactly this supplier loses in the price of our company. It is necessary to be limited to a diplomatic phrase "your provider works within the limits of average market quotations". A small logical conclusion can be made by the client himself, while the caller will show respect for the previous choice: if a person has previously found a provider with average prices for the market, then what's wrong with that? However, we will offer cheaper. If this, of course, is our main competitive advantage. The component that should never include the script of a "cold call" intended for use by managers in the communications services segment is advertising. Must sound a specific proposal - connect. Or leave the contact information for the application.

Who else can get "cold calls", scripts? Realtors, of course. True, more for one segment - commercial real estate. As for the purchase of apartments, people usually call themselves. Similarly, the emphasis is on the competitive advantages of production facilities or offices. These can be located in the center of the city, near the metro, near shops, etc. Since it is not the case, as in the case of providers, about opposing their proposal to another brand (as a rule), the seller can very well tell the client everything that he thinks about the current rented room. And how to praise your own.

Good-quality scripts

Whatever the goal faced by the sales manager, it is extremely important to maintain tact and courtesy in communicating with the interlocutor. Even if he himself does not have it, preferring to respond with harsh phrases. In most cases, the interlocutor can be completely reconstructed to the desired emotional mode, which contributes to a more constructive dialogue.

What else could be a sign of a good tone in the "cold" phone sales? Correctness of formulations. It's more correct to say not "let's try", but "we offer you". Not "you want," but "you may have a desire," etc. Before using the script, you should check it for diplomacy wordings.

It is important to conclude the conversation with the utmost correctness, even if it did not lead to the desired result. It is likely that the same person will have to call again with a similar proposal, but with a new approach or with a different idea. It will be great if the name. The sales manager will be associated with courtesy and tact.

Thus, high-quality scripts must comply with the recommendations given above. The main condition for using them is maximum automation of the communication scenario. The sales manager, in principle, should only follow the text, read it in the right intonation. The script is mainly intended to facilitate the work of a sales person. This is not a theoretical guide, but a practical tool designed to give results.