I hope to share enough helpful tips to save you hours of grueling labor writing a 30-second script for setting appointments with this article. You want buyers to want to listen to you more from the onset and even more at a face-to-face meeting.
You can use proven script phrases and concepts as the foundation template with your additional info related to your company when writing telesales scripts. Tested by many corporate companies, these techniques will help you generate more sales for your business!
However small, a telesales team can be relatively expensive, and as a business owner, you want to achieve the best possible return of investment. Your salespeople must be given the right tools to qualify leads and achieve the best results.
Many corporate companies use telesales effectively, so much so that it is the lifeblood of their company. The process does take patience and, at times, can be highly frustrating, but it’s perfectly doable for you. The aim here is to clear the fog, unravel the mystery and point you in the right direction of success.
B2B Scripts That Work
To be frankly honest, what must be said is that “there’s no such thing as a magic script.” Before writing the script, have in your mind what your expectations are. A telesales script will not get you the result you want most of the time. However, a good sales script will increase the chances of closing the meeting date and the deal if the meeting is right now!
It’s worthwhile to persist with it like what most experienced companies do. You’ll be surprised as to how many long-term customers you’ll eventually have from your list of cold leads. Many companies start with a burst of energizing sales from a cold list of tips.
When writing a sales script, B2B or B2C doesn’t matter; the same structure can be applied to both types of environments. The objective is the same, to convey enough value to “set the meeting.”
A sales script that works will mean more business, sell more to existing customers, reanimate “dead” accounts and close those precious referrals.
The Best Script Gets You The Meeting And Close
“Adapt, Evolve, Rewrite”
It is well understood that the best scripts follow similar traits geared towards a successful result. We must pay very close attention to the commonalities successful hands have:
- Clarity
- Focus on buyers only
- Time-sensitive
- Structured into component parts
- Who you are and where you’re calling from
- What your company does
- Why your company is credible
- The benefits others have received by buying from you
- The value that will be delivered at the meeting
- Now ask for the meeting and keep quiet
The key to clarity in this context is to remove all unnecessary words. By removing these words from the get-go, you are saving the listener time and moving closer to the actual point of the call. Look to make strategic adjustments to your sentences.
Your choice of words is what makes your script focus on buyers. Don’t speak generally; your sentences need to talk about the language buyers can relate to. For example:
“We manage and install” – General language
“We specialize in integration” – Buyer language
“We are a computer company” – General language
“We provide technology solutions” – Buyer language
The rule of thumb here is to be direct. Be clear by removing the fluff and adding the language best suited for buyers.
“Don’t water down what you say.”
Brainstorm Your Buyer Focused Script
Before we start writing your script, we need to lay out some facts about your company. This stage may be difficult for new companies recently incorporated with little or no experience, but I’m sure we can still get through it.
We need facts we can prove, i.e.
- Previous client testimonials, mentions or references
- Stories you have about companies you have previously worked with
For new companies without the above evidence:
- Your industry statistics proving positive about your products or services
- Known expert opinion regarding your products or services
- Any Government regulations that may favour your products or services
Brainstorm words and phrases which speak to the buyer and positively relate to your company. Look at a successful competitor’s website and see what type of language they are using; write them down.
The objective here is to prevent salespeople from working way too hard with little or no results. When your salespeople respond confidently, the buyer will likely be impressed that it’s been thought through.
Writing Appointment Setting Scripts
The best person to have a meeting with is the one that decides to buy. Your Salesperson first needs to identify the right person and then flow into the pitch.
If you have the direct dial phone number, that’s a bonus, and you can go ahead and talk to the buyer, however in many cases, you may need to get past the “filtering guard.”
Salesperson: “I was looking to send some information to whoever handles your X and X. Can you tell me who to send this to?“.
Receptionist: “Send it to Peter Parker,” Salesperson, “Great, just so I know what to send, do you know X?“… Salesperson: “Before I go, how many people are in the company?“.
Get as much information from the receptionist as possible that will help you speak to the buyer.
In some cases, you’ll get the name and DDI. However, you may also experience, “sorry, we have a no-names policy.”
Ask for the department’s direct phone number and email. Once you have that, call the number and repeat the same, ask for the right person. If still no joy, move on swiftly, don’t get bogged down, and attempt to research the Internet. Focus on finding the gold in your list.
When speaking to the receptionist or “filtering guard,” always remember to provide enough information on who you are and do it without arousing suspicion. The best way to talk to a filtering guard is with a monotone, bored non-caring way, removing all the excitement and energy that could harass their superiors.
Once you have all the buyer’s details, you call, and your target picks up the phone.
“Hello”
Salesperson: “My name is Tony from Super services dot com. We specialize in helping companies do X. Companies like Stark Enterprises and Oscorp work with us because we are experts and our prices are the most competitive on the market.”
Now pause. If you hear no objections. Continue with this:
“I have no idea if you’re looking for information or options regarding X. If you are, we would like the opportunity to introduce ourselves to you, give you strategies similar companies like yours have used to cut costs and reduce time on X. Would you have any time this week or next week?”
Now permanently close by giving two options.
“This week or next week?”
“Monday or Tuesday?”
“Morning or afternoon?”
“10 am, or 11 am?”
“Always maintain control.”
Close it down, don’t leave it wide open for the buyer to give you a date too far into the future. You need to have a face-to-face meeting as fast as possible while it’s still fresh in the buyer’s mind and before your competitors push in.
Writing Objection Response Scripts
In many cases, buyers tend to have objections or have a few questions to qualify you, so in your best interest better to be ready.
“Give them enough reason to meet with you.”
“We’re fine, thanks,” usually means they had a need but got someone else to fill it. Salesperson reply: “Does that mean you won’t look at other options, or would it be better if I call you back on a future date?” and pause.
Continue if you want the date closer or the buyer is hesitant, “We would just be looking to introduce ourselves, give you valuable information and strategies I’m sure you’ll find useful.”
Always start the closing down process after a brief pause, “this week or next week?”
Buyer: “just send me more information.”
This is where the buyer is trying to control you and end the call.
“Our company policy is not to send out general information, and that has worked very well for us. If there is some specific information that would be helpful to you, for example, if you had some specific purchasing coming up, I would be happy to put it together and send it to you?”
If they say “yes” and give you specific information, say: There seem to be many options to consider here, you should speak to one of your highly trained consultants who can meet you this week?”
“Monday or Tuesday?”
If they say “no,” tell them you will send out the info and ask them, “when will be a good time to follow up?”
If they give you a time to call back, ask them: “Is there a particular reason why that is a good time to call back?” You might get an exciting answer, or you might not, regardless it’s worth a go.
Key Script Writing Strategies And Tips
The critical thing to remember is not to say anything that will lower your perceived value. People buy from peers, and when you say something like: “It’ll only take 20 minutes”, it says their time is more valuable than yours.
“How are you?” doesn’t work for me; it just isn’t sincere enough for me to use it. There are other schools of thought to this, and in some cases, salespeople say it works for them, and I feel it doesn’t make a difference to the stranger on the other end.
In your sales script, always let the buyer suggest the time. You are only there to offer two possible options, and let the buyer choose and make sure both options are available before you tell.
Remove the “I” and “we” from your script vocabulary and revolve around the word “you.” “What you will get,” instead of “What I can give.”
Never assume the client wants to meet you because they want to buy from you or even have a need. Always best to get as much information as you can about the client’s needs and situation before the meeting.
Never try to convince that they have a need. Your goal is to identify the market and sell to it, and the condition must be there without you having to help them recognize it.
Avoid Google research black holes and focus on your calls. Time is of the essence and use it wisely. You have from 9 am to 4 pm and a few hours removed for lunch. If you need to do research, do it after work hours.
Your script must describe what you do, show enough credibility, including benefits and what they get from the meeting.
Write down a whole list of objections you can think of, and then write all the responses. Keep it handy for when the severe questioning begins.
The ultimate cold calling scripts for B2B sales:
Conclusion
The script wording in this article is there to help promote your own set of word choices to emphasize the products and services you’re offering. You have only seconds to make the impact, and the choice of words is critical.
From the examples in this article, choose what best suits you. These are tried and tested techniques, and it’s recommended you follow the guidelines to increase the chances of success. Use them properly, and you will gain more success.
Stick with this foundation structure and add your unique information to it. Own it, be confident and be prepared.
Getting Comfortable With Cold Calling
Sales calling is not exciting, hardly fun, and can be pretty repetitive at times. It’s up to you to make your low-level sales environment into a productive high-level environment, and the key to this positive change is preparation and discipline.
Writing a killer sales script is the best form of preparation. Never try to “wing it” and think that you can anticipate the customer without a hand. You may even convince yourself that scripts make you sound robotic; however, communicating scripted and using a screenplay are two very different things.
You may be witty and have an enchanting personality, but that doesn’t mean a script will take all that away. There is room for flexibility in your sales script. Top salespeople will vary their tone, mimicking the buyer and responding timely and appropriately.
FAQ
Should I Use Sales Script Templates?
If by the template you mean structure, then absolutely you should use a sales script “template.” Whether it’s face-to-face or by phone, your writing should flow smoothly, helping to control the whole conversation.
Use proven sales phrases and concepts to underpin your script. Add the type of language that speaks to buyers and add value with mentions from your portfolio or industry.
Why Am I Afraid To Cold Call?
You are prepared; you have your script ready, and suddenly, before your first call, the fear sets in. Well, you’re not the first. Frankly, you will be disturbing them; there’s no other way to look at this. However, this is the intrusion they need. By offering the solution to their need, you are saving them hours of research.
The rude people or hang up abruptly are those who didn’t get your credit or understand the value you’re projecting. Move on, and it won’t get you down if you keep your purpose in the back of your mind.
What Words Should I Never Use In A Sales Call?
Assuming we all know the apparent words we should never use in a sales email, here are a few not so obvious to avoid:
“I’m calling regarding….”
“The reason for my call is….”
“I would like to….”
“We have been able to….”
“With our system….”
“We want to meet with you for 10 minutes.”
“Companies just like yours….”
Avoid using “I” or “we” and never mention the exact time the meeting will take. Don’t brag. You know companies “just like” theirs, or you’ll shoot yourself in the foot, and they’ll expect a proposal without a need for a meeting.
How Many First Meetings Do I Need?
It takes 4-7 first meeting appointments before you gain a new customer; however, if the appointments come from cold leads, more up to 7-8 first meetings before you gain a new customer.
Do I Need A Voicemail Script For B2B Sales?
It is recommended you record a voicemail even though very few people will return the call. However, when they do return the call, that’s when you realize how vital a voicemail script is.
Here it is: “If you’re looking for X, Y, Z, companies like ABC use us to do X, Y, Z that best meet their needs. If you’re looking for more information, we can help. This is Peter from Business Data List 020-8004-0099.”
Is Cold Calling Allowed Under GDPR?
GDPR does allow cold calling businesses, and the same rule applies to email marketing to businesses. Information Commissioner’s Office (ICO) guidance notes suggest that the call must be of “legitimate interest” to the receiving party.
