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?"
“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.
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.