For businesses that depend on cold calling prospects to find new clients, an effective telephone script is an absolute necessity. Although many salespeople resist the use of a script, experience shows that a good script is a critical contributor to selling success.
The psychology of this script format is tested and proven to get consistent positive results. I work closely with clients to customize the script for their particular business needs. Script development also includes testing, revision, and training in the use of the script.
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After getting through the gatekeeper, you will either get Mr. Anderson on the phone, or leave a voice mail. Your choice. I suggest you leave a voice mail. We can talk in more detail about the vm script:
Hi Jim?
(Shut up and wait for a “yes?”)
Jim, this is John Smith. We haven’t had the chance to meet yet, but I’m in charge of contacting all the ___________ companies in Northeast Wisconsin about how we can help you save clients thousands of dollars a month on employment costs and increase your employee satisfaction in measurable ways.
You might know some of the companies we’ve worked with like: (list 2-3 previous clients)
I just needed to catch up with you for four minutes to see if your company fits our client profile.
(Shut up and wait for a response – usually some kind of assent to move forward)
Great.
- First. I was just wondering how many employees to you have at _________________? Full Time? Part Time?
- What kind of benefits do you offer your employees?
- Are you the one in charge of approving compensation and benefits?
- Are you looking to cut costs in that area?
Terrific. That sound just like most of our clients. I’m not sure if we can help you and your company, but we have seen great results with _______________ and _____________.
Here’s how it works
We are experts at cutting the cost of your total compensation package. We come to your office and show you how restructuring your approach to compensation and benefits can increase the satisfaction of your employees, but still save money.
Just about every business executive we talk to tells us that every single penny they can save on benefits goes directly to the bottom line. Does that make sense?
(wait for a response)
This is really designed to be a win/win scenario. You and your management team will get some great ideas on how to save money and bring your group better benefits, and we get to let you know about how we can help you find real savings without taking things away from your employees.
(DO NOT PAUSE HERE)
So…what day this week do you have time for a 15-minute meeting where I meet you personally and give you some information about what we do.
(Usually Tuesdays and Thursdays)
Great. Why don’t you grab out your calendar and we’ll see if we can find a time that will work for both of us.
(offer options until you find a date and time that works. Confirm the date and time verbally.)
Excellent. Here’s what’s going to happen from here. I’m going to send you an email that will include a basic confirmation of the date and time of the meeting. It will also include a link to some pages on our website so that you can learn a little more about Zoway and how we’ve been helping some other companies to save money too. The email will be coming from john@zoway.com. Zoway is the name of my company.
Can I get your email address? Good. While I’m at it let me just verify your other basic information.
(Verify address, additional phone numbers, and the contacts role in the company.)
Great. So on _____________________ I’ll swing by to meet you and drop off some additional info about what we do. I have a full schedule, so I won’t be able to talk for long, but we can at least get things started.
Now, by the way…just to help me make the best use of time, who else is involved in decisions about your compensation and benefits?
(note the names and roles of the people)
Excellent. Thank you. Can I ask a favor? Do you mind if I give ______________ a phone call? I find that if I can learn a little more about your current situation before we meet that it saves everybody a lot of time and helps us get to the point sooner. Is _________ the right person to talk to?
I’m really looking forward to meeting you. Do you any additional questions? Terrific. We’ll see you on _________________.
Good bye.
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A good phone script includes message that you will leave on the prospect’s voice mail. A series of three messages is best, usually left over the course of 7-10 days. After leaving the third and getting no response, put the lead back into your queue to call again in another 6 weeks or so.
VOICE MAIL MESSAGE 1
Jim, this is John Smith. We haven’t had the chance to meet yet, but I’m in charge of coordinating meetings on reducing healthcare insurance costs for _______________ companies all over Northeast Wisconsin. If you have almost given up on reducing your health care expenses, we should talk. We’ve saved companies thousands of dollars a month.
You can reach me at ______________________. I look forward to speaking with you.
VOICE MAIL MESSAGE 2
Jim, this is John Smith. I imagine you got the message I left the other day. I’m just trying to catch up with you again. Give me a call at ____________________.
VOICE MAIL MESSAGE 3
Jim, this is John Smith. I’m not sure whether you got the messages I left, but here’s why I called. As you know, the cost of healthcare insurance for businesses has been going up dramatically, while the quality of coverage is going down. We have helped other businesses save thousands of dollars per month while maintaining and even improving the quality of coverage. I’m not sure if we can do the same for your company, but if you are looking to reduce expenses, we should talk. Give me a call at _________________.
I look forward to speaking with you soon.
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In addition to voice mail messages, it is also useful to provide suggestions for handling common objections that come up toward the end of the call. Use these answers to deflect or eliminate the objection and move again toward closing the appointment.
HANDLING OBJECTIONS
Wait. Who are you?
Our company is called Zoway. We are experts at helping companies to cut the cost of your total compensation package.
(go back into the script)
What do you mean “compensation package?”
That’s a great question. Thanks for giving me a chance to clarify that because it’s really important.
If you think about it, compensation has two components.
The first is wages and salaries.
The second is (pause to let them answer) Benefits.
Right. And we specialize in showing you some brand new ways of managing your benefits package so that you can actually maintain or increase the quality of the benefits you offer your employees, and cut your benefits expenses at the same time.
I know that’s different from everything you are being told, but it is possible, and we can show you how to do it.
So what day are you available to meet for 10 minutes…
Are you an insurance broker? We already have an insurance broker.
I’m glad you asked that. I get asked that a lot.
Is insurance part of your employee benefits package? Sure it is. And it’s a big part, right?
So looking at your insurance costs is definitely part of what we do. What makes us unique is that we will show you how to STOP taking benefits away from your employees, improve the quality of the benefits you DO offer, and do for less money.
How does that sound?
Good. So what day are you available to meet for 10 minutes…
(return to the script)