Perfecting the Script

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Perfecting the Script
Once you have a script, you need to get really comfortable with it so that it sounds more like you and less like you are reading something out loud.
In this lesson, open yourself to making the script yours, and using cheat sheets (on paper or electronically) to help you out.
 
Making the Script Yours
As plainspoken as the script may seem at first, it really works. You don’t need to turn it upside down or adapt only one aspect of it to your selling routine. Give it a try for a fair amount of time, in accordance with the personal target numbers that reflect your own goals. In other words, if your income objective results in a daily requirement of ten discussions with decision makers every day, use the script above until you’ve talked with ten people who grant you the sale or booking you want. If you’re like most salespeople, you’ll need to make 20 calls to reach those ten decision makers. If you decide to focus on total calls rather than contacts with decision makers, set a target based on your own numbers and objectives and keep calling until you hit the goal.
Practice the whole script from beginning to end. Deliver it to a colleague and ask for a helpful critique afterward. Hone the script. Tighten it up. Make it direct. Make it confident. Make it yours.
Stick to the script. Don’t embellish it or expand on it. If you do, you will find yourself asking frivolous or irrelevant questions. Worse, you can be tricked into selling add-on items or rewriting the offer. Ask directly for the sale, no matter how difficult that might seem at first.
While we strongly recommend that you don’t make many changes to the script we have suggested, there are exceptions when you may want to customize a script to take advantage of changed circumstances.
 
Referral Script

 

Attention Statement Hello, Mr. Jenkins.
Identification Statement This is Barb Miller from Zap Computer Company here in San Francisco.
Reason For the Call Statement The reason I’m calling is that I’ve just spoken to Carl Hood, and he suggested that you and I talk about your upcoming computer system purchase. I’d like to get together with you to see how what we offer might fit into your plans. Is Monday at 1:30 p.m. good for you?
Prospect offers an objection.
Response to Objection Can I tell you something? That is exactly what the people at ABC Company said when we first approached them about taking a look at a new computer system. I’m just curious, what kind of system are you using right now?
Prospect responds with a restatement of the objection and/or some new information.
Second Response to Objection/Request for Sale You know, I have to tell you Mr. Jenkins, from what I’ve been able to gather about your company, I really think we can help you improve your (insert the improvement). I can set you up with a thirty-day free trial if you are interested, so you have nothing to lose. Would you like me to send you some information (or an Internet link) about the product so that you can have a closer look?



Telemarketing Script Where You Rarely or Never See the Potential Client

Attention Statement Hello, Ms. Haines.
Identification Statement This is Dave Stephens from Broadside Magazine here in New York.
Reason For the Call Statement and Request for Appointment The reason I’m calling is that we have been able to deliver some great results for companies such as yours. Triple Diamond Cheeses had a 25% increase in their orders after a three-month advertising campaign in our magazine. I’d like to schedule a time where we could talk in detail about your advertising needs over the next six months. Is Friday at 1:30 p.m. a good time to call, or would you rather talk now?
Prospect offers an objection.
Response to Objection and Second Request Can I tell you something? That’s exactly what the people at Triple D told us before they had a chance to talk with me about the programs we’re offering. I’d like to schedule a time when we can talk in detail about your advertising needs for the next six months.
Prospect responds with a restatement of the objection and/or some new information.
Third Request for Appointment You know, I have to tell you Mr. Jenkins, from what I’ve been able to gather about your company, I really think we can help you improve your (insert the improvement). I can set you up with a thirty-day free trial if you are interested, so you have nothing to lose. Would you like me to send you some information (or an Internet link) about the product so that you can have a closer look?

 
 

Tips and Tricks
Here are some tips for practicing the script:

  • Find a tape or digital recorder or use the voice recording feature on your computer and record yourself in an imaginary call. Record each element of your call and either imagine or impersonate your prospect as well.
  • Practice with a partner. Take turns playing the role of the prospective client. Throw each other some curve balls.
  • Listen to the tone of your voice as you practice. Make sure you vary the sound of your voice. Nobody wants to listen to a monotone.
  • Do you sound confident and professional? If you don’t, practice until you do.
  • Are you following your script? If you find yourself asking questions you never intended to ask or including more chatter than you planned, go back to more role playing until you feel comfortable with the recommended script format.
  • Once you become comfortable with your script, try to practice a few imaginary calls each day before you get down to the serious business of calling, just to get yourself warmed up and in the mood.