The telephone is a tool, and whether the manager builds an effective dialogue with a potential client or not depends on the ability to use it. No one likes when they call him and impose something that he does not need at all.
However, cold calling is not a waste of time. They can and should be made effective by hiring the right managers who will not turn the whole process into a banal phone call. In this article, we will look at what cold calls are and the rules for their implementation.
What is cold calling in sales
All calls can be divided into two broad categories: cold and warm. Warm calls are contact with a client who already has an idea about your company. For example, he previously purchased a product, or was simply interested in services. The purpose of warm calls is to remind you of yourself in order to restore cooperation. Warm calls imply that the operator already knows who his buyer is, as well as how he can be interested. What then are cold calls?
Another thing is cold calling. Here the operator knows almost nothing about the client. Communication goes according to a script written in advance. The operator calls the database of potential customers and offers the company's product. As a rule, cold sales have low efficiency, however, sometimes they are the only way to get through to the head of the enterprise.
According to statistics, only 1 client out of 100 "falls" on the hook of the operator and performs the action he needs, for example, purchases a product.
In what cases are used
The B2B industry is not complete without cold calls. So, this sales technique has just begun to gain momentum. What is it for?
- for a constant influx of new customers into the company;
- to announce that a new company or service has entered the market;
- in order to update the client base;
- to select the most promising potential customers.
Video - how to write sales scripts for B2B:
In Russian practice, cold calls are most often used in such areas as advertising, manufacturing, wholesale, as well as everything related to real estate.
Advantages and disadvantages
Although seemingly ineffective, this method of telemarketing has several advantages. Let's consider the main ones.
- Such telemarketing much more efficient than distributing flyers and other printed materials. Moreover, it is through a telephone conversation that you can ask for a personal meeting with a responsible person.
- Client automatically set up for business when communicating on the phone, and this also helps to sell a product or service.
- Telemarketing is effective way to do research. So, even if the operator failed to persuade the client to buy a product or service, then his interlocutor probably answered some questions, on the basis of which a more accurate map of the target audience can be made.
- The effectiveness of cold calls directly depends on the manager who implements them. So, you can increase it by hiring the right competent specialists.
Video - examples of cold calls for a manager:
Options for organizing sales in the form of calling customers in the database
In order to organize cold calls, you can either involve the managers of your organization, or outsource this process, for example, to the Call Center. Both options have both pros and cons.
Own managers
How good are your managers? They know everything about their product. So, you will not need to give them information about what you are going to sell over the phone. Also, the organization of calling the base by your own staff is a cost minimization, because you do not need to pay a third-party organization. In addition, there are the following nuances when organizing telemarketing with the help of your employees:
- Human factor. When making about a third of cold calls, the operator is faced with negativity: people on the other end of the phone are rude and just hang up at the most inopportune moment. If you do not want your employees to be negatively affected by nervous secretaries and negligent directors for the next few weeks, then it is better to outsource cold calls.
- You'll have to on your own write a conversation script, according to which the call will be made.
- Ordinary managers most likely not familiar with active sales techniques and therefore the effectiveness of cold calling performed by ordinary employees will be somewhat less than if you entrust it to professionals.
Cold calling through regular employees is effective when the customer base is small and you are in the mood for a good return on telemarketing.
Agreement with a third-party CALL center
Outsourcing a task has several obvious advantages, chief among which is efficiency in making calls. Call center operators have developed a sales technique for themselves and it is easier for them than for company managers to reach out to the decision maker. The services of a third-party company should be used if the client base for calling is very large and the process will take a long period of time.
You should not assume that since Call-center employees do not have an idea about the promoted product, they will not be able to complete the sale. In fact, in cold calls, it is enough to know the technique of conducting them, and not information about the product being promoted.
The disadvantage of this method of conducting cold calling can be called monetary costs, since the services of outsourcing companies are quite expensive.
Cold calling as a telephone sales technique
Cold calling in marketing is a whole science that has several sections. So, one of them is the conversation pattern. If you call the company, you will most often get to the secretary or operator. But how do you get to the contact person you need?
Universal Conversation Scheme
Almost every cold conversation consists of several stages. So, when you call the company, you get to the secretary. As a rule, more than half of cold calls end here, because a competent secretary will never let a "salesperson" to the manager. If the manager successfully bypasses this stage, then he faces the following tasks:
- Get to know the decision maker and try to establish contact.
- Understand what the potential customer needs. Talk about the company's product or service. Respond to all objections.
- Set up a meeting with the goal of closing it with a sale.
LPR - what is it in sales
The decision maker (decision maker) is the person in the company who can approve or, on the contrary, make adjustments to the project. Do not assume that this person must necessarily be a director. So, sometimes this person is the deputy director, commercial director, head of the sales department or just the general manager. It all depends on how the hierarchy is built in the company.
It is not easy to find an approach to such persons, however, with a competent conversation, the operator has the opportunity to bring the decision maker to a cooperation agreement, or at least to the fact that he agrees to accept the manager in the office.
Video - how to arouse customer curiosity in the first seconds of a cold call:
In order to calculate the decision maker in the company, you must be a "scout". Your questions to the secretary or trusted person will determine whether you understand who to contact in order for the purchase of your product to be approved.
The operator must be resourceful and bold in order to clarify who makes the decisions. This can be done, for example, through the accounting department or the purchasing department. Do not be afraid to ask the last name and first name of the responsible person, this will only increase loyalty to you.
An operator who is trying to convey the importance of purchasing a product must also be a marketer in order for his unique selling proposition to be truly “unique”, and not copied from competitors.
You should be prepared to explain the benefits to a potential buyer, and, knowing his pains, convey the benefits of acquiring the company's product.
If these conditions are met, the decision maker will make contact on his own, without waiting for the final part of the manager's speech.
In order to reach the decision maker, you need skills such as ingenuity, creativity, a fresh look at things, a high level of communication.
How to bypass the secretary when cold calling
There are many scenarios for bypassing the secretarial barrier. Thus, the task of the sales manager is to determine which approach will be more effective in communicating with a particular secretary. What can be done so that the secretary connects with the decision maker?
Enchant
In order to bypass the secretary, you can use flattery. A couple of compliments should be thrown in his direction regarding his professionalism in his work. In most cases, this immediately increases the secretary's loyalty to the operator, and he will be ready to connect him with the decision maker.
Recruit
You can pretend that the director/sales manager/deputy boss himself asked you to call him back. In a dry and persistent tone, you need to introduce yourself to the secretary and say that the decision maker is waiting for a call from him. This trick often works.
Video - 11 tricks for passing a secretary with a cold call:
However, it will not work to “recruit” a secretary who is no longer young and experienced. As a rule, at large enterprises, the director is “protected” by a woman of Balzac age, who immediately sees through the recruitment attempt. If the operator feels that this method will not help here, then the only option left is to be polite and courteous and ask the secretary for help.
cheat
Not everyone can cheat, however, this technique also works. For example, you can call the secretary and say that such and such a company is preparing a business letter for the purchasing manager, but cannot find his last name, first name and patronymic, as well as contact details in order to transfer the business letter. The secretary can not only suggest the name of the right person, but also give an e-mail or even a phone number.
Show resistance
Not everyone can apply pressure, but power techniques work great. The main component of such a technique is the "staging" of the secretary in his place. So, after he refuses to connect you with the decision maker, you should ask who exactly is involved in the decisions, and also clarify that this information will be reported to the company's management. The secretary will return to his post and it will be possible to continue the usual live communication.
You can find out contacts not only from the secretary, but also from other employees of the company. As a rule, they have less contact with "salesmen" and it is for this reason that it is much easier to find an approach to them.
Using scripts
A script is a pre-planned sequence of actions that is executed as the call progresses. A scenario can be called a script, where the choice of this or that action depends on the action of the “opponent” (DM or secretary).
Scripts help to conduct a conversation as fruitfully as possible: for example, practice has shown that working with scripts increases the likelihood of a sale up to 30%.
Scripts come in two types: rigid and flexible. Hard scripts suggest that there are not so many options for the development of events. Rigid scripts are used when the promoted product has many advantages and it will be difficult for a potential client to refuse the operator. For example, you simply offer a huge discount, or some other benefit that your competitors do not have.
Flexible scripts will be used when the promoted product is “complex”. In order to sell it, creative and creative managers are required. There are many options for the development of events, and that is why flexible scripts are multivariate.
Work with objections
The decision maker will resist in every possible way to make a positive decision. So, scripts help to answer all his objections. For example, the decision maker can say that the company is having a hard time and does not have extra cash now, or simply and clearly answer “I will think about it,” which is tantamount to “I refuse you.”
Consider the most popular scripts to convince the client that his objection is worthless compared to the merits of the product.
- Yes, but along with that …
Convince the client that along with the disadvantage that he identified, the product has many advantages. For example, if a potential customer says that he has heard a lot of bad reviews, convince him that there are ten times more positive reviews about the product.
- That is why….
A potential client wants to think and offers to contact you a little later? It is worth answering such a decision maker that this is why you want to meet with him. The decision maker says that the product is expensive? That's why you offer him a trial version or a huge discount.
- Make the client remember past bad experiences.
For example, he also claims that your services will cost him a decent amount of money. Ask him if he ever bought a cheap item and then went for an expensive one anyway. Surely he will confirm your guess and it will be even easier to close the decision maker for sale.
conclusions
So, cold calls are a time-consuming, but quite effective way not only to attract new customers, but also to clear the customer base of unnecessary counterparties, and also just to make a small reminder that your company will always be happy to provide them with services or sell goods.
Cold calls can be made both independently in the organization, and this process can be outsourced. Both methods have both advantages and disadvantages. Cold calls are only gaining momentum and their popularity as a sales method is growing every day.
Video - cold calling tips:
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Psychologists say that a person remembers only 20% of what he hears, so every word counts when calling customers! In order not to lose face, sales scripts are used. These are scenarios of behavior for a manager, which describes step by step what and in what situation he should say. Let's analyze what should be in an effective sales script and consider several ready-made templates.
Scripts exist for all occasions, or rather, for each type of work with a buyer, but today we will analyze the most popular one - a script for cold sales by phone.
Parsing scripts piece by piece
Sales scripts have existed for more than a dozen years, and if you do not want to use the poke method, then you can arm yourself with the most effective algorithm that has been polished over the years. Let your script not get an Oscar, but it will attract customers.
Let's start with b2c sales, that is, with calling individuals. Sales scripts for sales managers will be built according to the following scenario:
| Stage | Description |
| Greetings | Introductory phrase. |
| The manager gives his name and company, and then clarifies whether it is convenient for the interlocutor to talk. | |
| Problem identification | The manager starts talking about the problems that the product / service he offers can solve, trying to get the client to admit that these problems exist. |
| Purpose of the call | The manager offers his product or service to the client. |
| Answer to objection | If at the previous stage the client refused, then you need to identify the reason for the refusal and try to convince the interlocutor. |
| Parting | The manager discusses the next step of interaction with the client: a new call, a meeting, and so on. If the negotiations were unsuccessful, he simply says goodbye to the interlocutor, thanking him for his time. |
The structure of the script for the b2b sector when there is a ringing of organizations, almost the same. The difference is that before starting a conversation, you need to “go out” to the decision maker. The secretary will most likely pick up the phone, and you need to bypass him, proving that cooperation is more beneficial for the client than for you. And only when you are connected with the head of the department or the main boss, you need to start working on the above script.
Some companies deceive the secretary by pretending to call about a job and only after contacting the right person show the cards. Whether or not you do so is up to you, but we recommend keeping the company's reputation as "clean" as possible. You will still need it.
By the way, according to b2b research company Sirius Decisions, the average manager gives up trying to contact the person in charge on the second try. At the same time, from 7 to 13 contacts may be required for successful lead generation in the b2b sphere. Be persistent!
The 7 Best Ways to Make a Client Hate You
Above, we described the standard course of a sales call. This is the basis on which you can “put on” your chips: use the main pains of the client, list the competitive advantages of your product, competently, and so on. Only by testing different versions of scripts, you will gradually formulate the most effective algorithm that will show the best effect for your company.
Thus, There is no single recipe for how to talk to a client, it's easier to say how NOT to do it.
So, you want to piss off the client and not sell him anything? Take advantage of our bad advice:
- Have a conversation in the form of a monologue. Are you calling to get a client's opinion? It's too much. But he should learn in all details about your proposal. Do not let him insert a word, otherwise you never know, he will refuse more.
- Chatter. Faster! Time is limited! You definitely need to cram as much information as possible into a few minutes! And better in one! Learn to speak quickly and shoot the client with machine-gun shots of words.
- Show who's boss here. Business is a wild jungle. This is where you need to dominate. Show the client that you are in charge here. Give, insist. Don't be a yielding weakling.
- Improvise. Why prepare? Every situation is different. Just call and hope for the best.
- Damn tact. Each polite word takes precious seconds of persuading the client from you.
- Speak without emotion. God forbid you show the client that you are positive. He may think that you are doing better than him, and therefore refuse your services on principle.
- Tell us more about the company. Go beyond product stories. The client needs to know as much as possible about where you work, what kind of connections you have, partners and where your supervisor was vacationing this summer.
Sales script templates: don't cheat!
The sales script templates below are just examples, do not rewrite them one by one, but change them for yourself. There is no universal solution for all occasions, because each company and its product is unique.
Please note that in some points these script examples go against the rules for building a conversation, which we talked about at the beginning of the article.
1. In-scale marketing agency script
| Stage | Actions |
| Greetings | Hello, *client name*.
When greeting, the name is necessarily called, this indicates preparedness. |
| Presentation and clarification of circumstances | If the scope of the company can cause a negative in a potential client, then simply: - The Horns and Hooves Company. If not, then: - A company of such and such a profile "Horns and Hooves." We do not ask if it is convenient to speak so as not to provoke a refusal. |
| Problem identification | One of three techniques is used: "We you": "Head-on": "Is there any reason": |
| Purpose of the call | If you are arranging an audit or a meeting, then you can go to the purpose of the call, if you are about sending a commercial offer, then you should first ask a few clarifying questions (no more than three) in order to send exactly what you need. Next, you need to make an offer: –*Customer Name* Based on your answers, our product is perfect for you. In order not to insist on a meeting right away and save your time, I propose to do this: I will send you an offer by mail, and tomorrow afternoon I will call back and clarify the decision. Interested - we'll work, no - another time. I write down mail. |
| Answer to objection | Act according to the following algorithm: Compliance with claim: |
| Parting | You need to fix the result, specifying what time you will meet, write off, call. |
2. Seurus call center script
| Stage | Actions |
| Greetings | - Good afternoon, the company is so-and-so, the name is so-and-so. How can I contact you? The client gives his name, we make sure that this is exactly the decision maker that we need. |
| Presentation and clarification of circumstances | |
| Problem identification | Let's ask the obvious question: Do you use this and that? Making the transition: - If you use this, then you have such and such a need (for example, to replenish goods or service). |
| Purpose of the call | Briefly label the proposal using the following levers of pressure: 1) Shares (Only for the next couple of days, our services will be 50% off). 2) Link to customer's words (Earlier you said that you have such and such a need, right?). |
| Answer to objection | The work with objections in this script is based solely on the arguments related to the features of your product, and therefore cannot be given. A couple of common situations: - We are satisfied. - Everything is relative. “Our managers are doing a good job. “Fine, so let them work with the clients we bring in. |
| Parting | The contact is passed to the supervisor for further processing. |
3. Business School Script BusinessTG
| Stage | Actions |
| Greetings | First you need to ask a person how he wants to be called - and then in this way to address him. - Good afternoon. How can I contact you? |
| Presentation and clarification of circumstances | “Hello, *previously named name*.” I am so-and-so from the company so-and-so. Next, you need to make a connection: “Such and such a person used our services and offered to contact you. Or - I was told that you are doing this and that. Perhaps we are interested in the advantage we offer? Next, you need to ask permission to communicate: - Can you talk now? |
| Problem identification | Open-ended questions should be asked: What are your employees doing to achieve their goals? - How do you solve such a problem? – How can you increase the flow of customers even more if you improve their service? |
| Purpose of the call | – Our company is engaged in this and that, we serve such and such areas, including yours. We offer such and such a product or service, thanks to them you will have the following benefits. We will take care of all the difficulties and technical issues. |
| Answer to objection | |
| Parting | Define agreements: - Thank you for your time. Kindly leave me your contact information so we can send you more information. If interested, clarify on what day you can call to discuss information or even drive up. |
Which sample sales script to choose? Best of all, focusing on examples, create your own. But if you want to use ready-made, then you should try everything in turn, evaluating the effectiveness and suitability for your type of service.
Integration of scripts in CRM
If you conduct sales through, then for convenience, you can integrate successful sales scripts directly into the program interface. So that when working with a client, the manager sees a detailed scenario in CRM - what to say at each stage of the sales funnel. In fairness, we note that such functionality is not available in all Russian CRM solutions. An example might be .
In the program, you can prescribe step-by-step scripts for each stage of working with a client through the settings. Thanks to this, in each deal card, the manager will see a detailed guide - what needs to be said and what to do to successfully move the deal to the next stage. Scripts are displayed in CRM as a convenient checklist that a manager can work with directly during negotiations with a client:
Screenshot of the SalesapCRM program: a transaction card with a checklist for the manager is shown To see with your own eyes how it works, in SalesapCRM, and your managers will always work according to ready-made sales script templates.
Hello! In this article, we will talk about such a phone sales tool as a script.
Today you will learn:
- What is a conversation script with a client on the phone;
- How to write a sales script over the phone;
- What types of telephone sales scripts exist .
What is a phone sales script
A phone for a marketer is not only a means of communication, it is also an excellent channel for promoting and distributing products.
To understand how to sell a product using only a telephone conversation, you need to remember the specifics of telephone communication:
- Solution. As a rule, a modern person makes calls to find out or agree on something, in other words, to solve a problem;
- Brevity. A telephone conversation is always shorter than a face-to-face conversation on the same topic;
- Dialogue. A telephone conversation always involves a dialogue between two people.
Not every sales manager is able to briefly describe to the client his proposal for solving the problem that needs to be identified in the process of a telephone dialogue with the client. Therefore, in order for the conversation between the seller and the potential client to turn into sales, it is advisable to use pre-written dialogue scripts or scripts.
Script - a script for a dialogue between a sales manager and a client, designed to improve the efficiency of the former and attract the latter.
You need a phone sales script if:
- Do you sell by phone?
- Your office employs at least three managers for the implementation of telephone sales and telephone counseling for clients (a smaller number is easier and cheaper to train to work without scripts);
- You want to improve your overall phone sales performance. In this case, the effectiveness of individual managers may decrease.
If you agreed with each point, then we need to move on and decide what types of phone sales scripts are right for you.
In total, four types of scripts are distinguished, depending on the level of development of the client and the market in which the client is represented. Each type of script involves its own telephone sales technique.
|
Warm customer base |
Cold customer base |
|
|
Consumer segment |
A “warm” script is used if you call a potential client who recently made a targeted action in relation to your company: made a purchase, registered on the site, visited the store, and so on. That is, you know that this customer is interested in your product. The goal of the manager is to remind about the company, to offer products that may be of interest to this consumer, to convince him of the usefulness of this product. |
In this case, you are calling "blindly". Probably, your interlocutor does not know about your company and product at all. The goal of the manager is to inform the interlocutor about the company, identify the client's problems and offer options for solving these problems. That is, the manager must get a completely new client for the company |
|
Industrial segment |
Any of these types is based on the following principles:
- Equality. You and your client are partners. You should not persuade the client to take a targeted action or accept unfavorable conditions. Your job is to see the client's problem and offer a solution. The client's business is to refuse or agree. Otherwise, you will lose the client's respect for your company;
- Cooperation. You should not argue with the client, you should prove to him that he really needs your product and the purpose of your call is to help. To do this, you need to ask a potential client such questions, the answers to which you know in advance. For example, manager: "Do you use a lot of paper per month?" Client: "yes" Manager: "do you buy a new ream of paper every week" Client: "yes" Manager: "would you like our company delivered paper to your office every week at a convenient time for you?”
In this example, we offer a solution to the client's problem and in doing so we use the law of three "yes";
- Knowledge. The sales manager must know the specifics of the company, understand its products and services.
Script structure
Now that we have decided on the types of the script, let's decide on its structure. Since scripts for the consumer market are significantly different from scripts for the industrial market, we will analyze them separately. Let's start with the consumer segment.
Structure of the script for the consumer segment
To clearly show what is the difference between scripts for a warm and cold customer base, we will display the structure of the scripts in a small table.
|
warm base |
cold base |
|
|
Greetings |
Introductory phrase: good afternoon (evening, morning) |
Introductory phrase: good afternoon (evening, morning) |
|
Performance |
"Customer name", my name is "manager name", I am a representative of the company "company name" |
“My name is “manager name”, how can I contact you? I am a representative of the company "company name", we are engaged in .... " You do not need to give the name of the client, even if you know it! |
|
Finding out the circumstances |
We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back) |
We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back) |
|
Clarifying questions |
We remind the client that he recently purchased our product or performed another targeted action. For example: “Last week you purchased our product “name”. Did you like it?" |
We reveal the need of the client: “Do you know the problem ...?” "Would you like to get rid of her?" |
|
Purpose of the call |
We indicate the purpose of the call: “Yesterday we received a new product that complements the “name of the product that was already purchased earlier.” It will allow you to achieve a double effect and save you from the problem for a long time ... ”Here the consumer either purchases the product or objects |
We offer our product/service to the client. If the client objects, we proceed to the next step. |
|
Answer to objection |
We use all the positive characteristics of a product or company to convince the consumer of the need for this product |
We identify the reason for the refusal to purchase the product. We solve the problem for which the consumer refused, as a rule, it is necessary to solve three such problems |
|
goodbye |
Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye" |
Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye" |
Structure of a cold calling script for an industrial client
In this case, it would be advisable to omit the conversation script with the industrial client from the warm database. As a rule, it corresponds to the conversation script for the warm base of the consumer segment.
for industrial customers will consist of the following steps:
- Preliminary. We send your commercial offer to the email of a potential client. This must be done half an hour before the call is made. Write down the goals of the conversation;
- Search for a contact person who makes a decision in the client company on your issue;
- Secretary bypass. As a rule, the secretary of the responsible person, who has his own script for refusal, will answer you first. You need to bypass it. To do this, adhere to the following rules:
- It is necessary to show by intonation and manner of speaking that the responsible person needs this cooperation more than you;
- Clear, correct, confident speech;
- The following phrase should sound in the conversation: “Who can I talk to about this issue” (“Contact me with the person responsible for this issue”).
- Talking to the decision maker. The structure of the script for a conversation with the responsible person of the company will look like this.
|
Stage |
Action |
|
Greetings |
Introductory phrase: good afternoon (evening, morning) “Interlocutor’s name” |
|
Performance |
We call our first and last name |
|
Clarifying questions and product introduction |
Do you use communication services from our company "name"? Now we have a new offer, for regular customers it will cost twice as much. It will allow you to “name those benefits that are of interest to your interlocutor.” For example, for the boss - cost reduction and profit, for ordinary workers - simplification of work |
|
Work with objections |
We identify the reason for the refusal to purchase the product. We solve the problem for which the consumer refused. As a rule, three such problems need to be solved |
|
goodbye |
Thank you for your time, we will be glad to cooperate / see you / tomorrow our specialist will come to you at the appointed time |
An example of handling objections
At the end of the article, I would like to focus on this particular block, since it is the most dangerous in terms of losing a client.
|
Objection |
Answer |
|
We don't need this product |
"The product is able to solve the problem with ...". It does not help, you can offer an alternative product and name its useful qualities for the client |
|
I have no time to talk (after the clarification stage) |
“It won't take more than 10 minutes. I can call back at another time. At your convenience?" |
|
We already have a supplier, he suits us |
“We do not propose to replace your current partners, we propose to supplement them so that everyone is comfortable working and there are no such problems as “listing the client's problems” |
|
Expensive |
Many of our customers pointed out the high price, but all questions were removed after they tried our product. Let's give you a 20% discount on your first order so that you can be sure of this. |
In fact, there may be many more objections, we have given only the most common options. It is important to think through each and work through it so that the manager can give a clear rebuff and not lose the client.
Sample (example) script of sales by phone
And finally, here's the full phone sales script. Let's say we sell shampoo for dry hair to a cold customer base.
- Greetings: Good afternoon
- Performance: " My name is Anna, how can I contact you? I am a representative of the Volosatik company, we are engaged in the manufacture of natural hair care products. "Customer Name", we have a special offer for you."
- Clarification of the circumstances:"Are you comfortable talking now?"
- Clarifying questions:“Do you know the problem of dry and brittle hair?”, “Would you like to get rid of it?”.
- Purpose of the call:“Great, we offer a natural shampoo for dry hair. The fact is that licorice, which is part of it, retains water, and the absence of sulfates allows you to preserve the structure of the hair. Did you know that 90% of shampoos in stores contain sulfates, which destroy the hair structure, slowing down growth and making them brittle? (No Yes). In the manufacture of our shampoo, we focused on the absence of harm to the hair. At the same time, the price of our shampoo corresponds to the average market price and is 500 rubles per 400 ml.”
- Work with objections: examples of working with objections are given in the table above.
- Goodbye: Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye".
Video about phone sales scripts
Why ready-made scripts, if there is a team of experienced managers?
Because sooner or later, newcomers may appear without experience and skill in dealing with objections. And the script can help out the manager if he is confused, lost his mind and the client is about to break loose, but there is no time for reflection and improvisation.
A script is a ready-made scenario by which you can build a dialogue with a client and get the expected result. Needed if there are regular telephone sales and a desire to increase the effectiveness of calls.What are the cons
The script can limit the manager and be the reason why sales fail when it is written incorrectly or there is a rigid set to follow only the written algorithm. Step left or right - execution. The script is an average universal solution, following which the probability of a positive outcome of the conversation is greater. But this is not a 100% guarantee. Having a script does not mean turning off the imagination and following only the learned algorithm.
Managers often make mistakes when calling customers
- Poor presentation and lack of a clearly articulated proposal.
- Transition to the price without voicing the benefits of the product for the needs of the client.
- Weak arguments in favor.
- The purpose of the conversation has not been reached. The manager answered the questions, and did not attempt to hook the client (offer to send a quotation, make an appointment).
If there is a ready-made template for calls, the probability of making a mistake is less.
Universal script for sales
The basic steps of any script are:
1. Establishing contact. Greeting + introduction
"Hello mMy name is Natalia, I am the manager of the company "N", we are engaged in the repair of industrial equipment. How can I contact you?" (Semyon Semenovich). "Semyon Semenovich, is it convenient for you to talk to me for 3 minutes now?"
2. Identification of needs or problems. "Tell me, what equipment do you use in your work? How often do breakdowns happen? How long does it take to fix them?"
3. Product presentation with a focus on how he can help. " We offer... We give a guarantee... We fix it free of charge in case of a repeated breakdown... Our specialists will come and do it at a time convenient for you...".
4. Answers to questions. Work with objections
" With us you will get an additional advantage in the form of ... ".
5. Target action. Sending a quotation, making an appointment, arranging the next call.6. End the conversation."Thank you. Have a nice day".
If everything is done correctly at the stage of identifying the problem, then the presentation of the product will not raise objections.
For b2b, the script will be about the same, but a preparatory step will be added
- Collection of preliminary information. Search for an official responsible for purchasing or making a decision + his email. If you can’t find it via the Internet, you can, for example, find out through a call to the secretary: “Tell me how to spell the name of the manager correctly ...”, “We want to send a personalized invitation to the industry exhibition for the name, tell me which address is better?”.
- Sending a commercial offer.
- Call + bypass secretary.
An example of an incoming call to a real estate agency
If a customer calls, it is the job of the manager to demonstrate excellent knowledge of the product and its application. Questions can be very diverse and you need to be ready for them. If there is a script, it is easier to navigate.
A: AN "May", good afternoon. My name is Svetlana. How can I help?
TO: Hello. I am interested in buying apartments on Lenina, I found your ad on Avito. Is it still relevant?
A: How can you be contacted?
TO: Leonid
A: Nice to meet you. Leonid, can you clarify the number of the ad?
TO: 2#189324#67
A: Thank you. Apartments on Lenina, 14, 70 sq.m. On the 9th floor. It's like that?
TO: Yes.
A: The ad is current. Do you have questions or want to take a look right away?
TO: Yes, tell me, are meters installed there? Is there a telephone and internet? Is it possible to install an electric stove?
A: Yes, it's all there. There is already a gas stove, but you can install an electric one.
TO: I would like to see.
A: Great. When will it be convenient for you to drive up today within two hours or tomorrow afternoon?
TO: Better today?
A: Call me when you are there and I will meet you.
TO: Fine.
A: Thanks, see you.
Example of a cold calling template
What is the difference between these calls? The client knows nothing about the company or the product. The task of the manager is to briefly form an idea about the company, identify the pain of a potential buyer, tell how to solve it with the help of the product.
1. Greeting."Good afternoon".
2. Acquaintance. The name of the employee + the name of the company with a brief explanation of what he does. For example, "Our company is engaged in the supply of furniture fittings. We have a large assortment for any requests and reasonable prices." And find out the name of the client.
3. Establishing contact. Make sure that this is the person who will make the decision on cooperation. And to clarify whether he now has a few minutes to talk or is it better to call back at another time (what?). For example, "Are you using this product?" and further "Then, probably, you often have difficulties with ...". Questions to help uncover the client's pain.
5. Answers to questions. Arguments and more arguments. " Why does the customer need your product?
6. End the conversation."Thank you bye". According to the results of the call, the transition of the contact to the next stage.
Learn more about handling objections
Most often, these are such statements: “We don’t need it”, “Expensive / No money”, “We have been working with one supplier for a long time”, “We will call you back”, “Send a quotation”.
In the response template, you can pre-write several convincing options for arguments "for", which will facilitate the work of managers. For example:
- "I understand that now you are not up to me and you want to hang up the phone as soon as possible. Let's meet and in a relaxed atmosphere I will talk about our product, you can ask questions and decide if you need us or not."
- "I do not suggest you refuse your suppliers, I offer you a choice, the opportunity to compare whose conditions are better. You yourself will decide with whom it is more profitable to cooperate. Let's meet and perhaps our offer will interest you ...".
- "Yes, you are right, there is always not enough money, but let's calculate how much you will save / earn for the company if you accept our offer ...".
- "What needs to be done to cooperate with you?".
Things to keep in mind when making a cold call
1. The initiative should always remain with the manager. Use counter-questioning tactics. The task of the client is to find out the necessary information and hang up. The task of the manager is to set up a meeting, agree on the next step, and finally, sell. Questions help break through the client's defense and avoid objections.
3. Remember the purpose of the call(make appointment). If you tell all the information over the phone, the client will no longer be interested, he found out what he wanted. The task of the manager is to intrigue and lead the client to a meeting.
IMPORTANT! If you work in , you can customize
- And managers will be able to make and receive calls, having before their eyes a ready-made script with answer options and examples of working with objections.
- During a conversation, you can simultaneously fill in the data received from the contact on the card.
- If the client is already recorded in the CRM database, his data will be automatically inserted into the text of the script when calling.
- During the conversation, the manager can quickly navigate through the script branches.
Even in the industry, you can set up step-by-step scenarios for different situations: cold calls, receiving incoming calls from new customers, etc. This way, your managers will always have ready-made recommendations, which will increase the success of negotiations.
Remember
A good script is a cheat sheet, not a rigid set of rules. It helps the manager:
- Quickly navigate and choose the best answer to steer the conversation in the right direction.
- Bypass acute moments, do not hang if the question is stumped.
The commercial activity of a transport company consists not only of registration, settlements with counterparties and the organization of its own fleet. It is important not only to maintain internal order and strengthen ties with regular customers, but also to attract new ones by conducting advertising campaigns in a timely manner, developing discount and bonus programs and sending commercial offers to potential partners. The latter makes it possible to notify about the services offered pointwise, referring to a specific legal entity, and not to the entire target audience.
For cargo transportation, it’s no more difficult than writing. The main thing is to imagine what blocks the text should consist of, and follow the recommendations below.
How to make a commercial offer for cargo transportation?
As well as, the offer for cargo transportation should be focused on the target audience - this is the main recommendation, without which you can forget about the effectiveness of the marketing move. The individual entrepreneur or legal entity must feel the need to move their products by a third party; if transportation is carried out by the manufacturer or consumer, it actually makes no sense to send a commercial offer.
Important: no matter how profitable an offer for the provision of transport services may turn out to be, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of a business letter. If the owner of the transport company or subordinates do not have the opportunity to write a high-quality commercial proposal, they should contact a specialist - a marketer or copywriter, and if possible, involve a graphic designer who will be able to develop a unique letter design.
Another important requirement for a commercial offer for cargo transportation is its brevity. The potential counterparty to whom the document is sent will not read several pages of small text containing all conceivable information about the services provided. It is enough to interest the future business partner - the rest can be discussed by phone, e-mail or in person.
According to modern standards of business correspondence, a commercial offer for cargo transportation should fit:
- on one sheet of A4 format, if it contains only text without images, tables and diagrams (the volume of the text is approximately 2-3 thousand characters without spaces);
- on two sheets of the same format, if it includes additional information - photographs, technical characteristics of the vehicles used, graphics and others (the volume of the text is the same plus a few explanatory inscriptions).
The text of the commercial offer should be as short as possible, but capacious, so that the recipient of the letter has the opportunity to get an idea of the entire range of services offered by the transport company. You should not dwell on general offers or self-praise: it is first of all important for the counterparty to know with whom he will work, and not what opinion the head of the company has about the company.
Commercial offers for cargo transportation, like any other, can be of two types:
- "Cold". They are sent to an unlimited number of recipients, and therefore are impersonal: the sender does not focus on the specifics of the recipient's business and, of course, does not address the latter by name, being content with a general greeting. Due to their versatility, they are not very effective and are used only for the initial selection of potential customers: subsequently, individual work will be carried out with each respondent.
- "Hot". The addressee in this case is a specific person or organization, which means that the compiler of the document can use the entire arsenal of verbal influence on a possible counterparty - from a personal appeal to pointing out the special needs of his business and recognizing past commercial successes and merits. They are much more effective than “cold” ones and do not involve intermediate stages of cooperation: immediately after the recipient’s response, you can start negotiations.
Advice: it is better to prepare commercial offers for the provision of transport services of both types - both “cold” and “hot”. This will give the company the opportunity to find new customers without interrupting interaction with old ones. Below are examples of such proposals, modifying which, you can build a continuous cycle of communication with contractors.
A good commercial proposal should consist of the following blocks:
- "A cap". May include the sender's logo, corporate pattern, full-page border or border, the full official name of the company, executed in such a way as to be a visual complement to the logo, and other significant graphic and textual elements.
- header. The text in it should interest the addressee and encourage further reading, and therefore it is better to use not a dry name like “Commercial offer”, but the company’s corporate slogan or, if there is none, a slogan drawn up for the occasion.
- Greetings. For “cold” emails, it can be the most general (“Dear colleagues!”) or absent altogether; for "hot" - sufficiently updated, with a mention of the name of the future counterparty, the name and patronymic of the head of the company or private entrepreneur and previous facts of cooperation ("We are glad to welcome you again!").
- The essence of the proposal for the provision of transportation services. It should fit in one paragraph, and even better - in one phrase. Details will be given in the next block.
- Main part of the offer. Here, without going beyond the specified framework, one should list the main conditions of transportation, the advantages of cooperation with the addressee, clarifying details (graphs, diagrams), optionally a small price list and positive examples of cooperation with well-known Russian and foreign companies, as well as reviews of the most influential counterparties.
- Conclusion. If the commercial offer is "cold", it may just be a call to action ("Call and check!"); if "hot" - a few kind words addressed to the recipient and an assurance of the need for further cooperation.
- Signature "With respect ..." or similar to it. In this block, you should give the name not of the originator of the document, but of the head of the transport company, as well as contact details, using which you can contact the addressee's representative.
Commercial offer for cargo transportation - sample
Today in the global network you can find a variety or transportation of products. Below are five sample emails: four "cold" emails suitable for mass mailings, and one "hot" email targeted at a specific recipient.
Like , these texts can and should be modified, adjusting them to the current situation: the more accurately the letter corresponds to it, the greater success among recipients is guaranteed.
Sample #1
Transport company "Always on wheels" - speed, reliability and constancy!
Dear Colleagues! Our transport company, which has been on the market since 2015, is engaged in all types of cargo transportation (from bulk and regular to single deliveries) throughout Russia and the CIS countries.
We work with individual entrepreneurs and large domestic companies always with the conclusion of a formal contract for the provision of transport services. Our advantages include our own fleet of vehicles with modern vehicles capable of delivering your cargo anywhere in the country in the shortest possible time, a responsible approach to solving logistics issues, transportation insurance at our expense and, of course, competitive prices. We guarantee that any of your shipments will reach the recipient safe and sound, and if necessary, we ourselves organize the processes of disassembly and assembly of overall components and mechanisms.
Our offer:
- delivery of any postal items (letters, parcels, parcels) without intermediaries - you just need to pack the item and indicate the destination address;
- container transportation from 1 to 50 tons in Russia and abroad - we take care of customs clearance and other formalities;
- tracking cargo from the point of departure to the destination using modern trackers of increased accuracy;
- at the request of the client - forwarding at the points of loading and unloading of goods at the expense of the transport company;
- you can pay for transport services in advance, after the fact or in installments - we will consider any suitable option and add payment terms to the contract;
- only professionals work in our team - you can not be afraid for the safety and speed of delivery of the shipment.
You can check the price list on our official website. To discuss the details of cooperation, use the phone number below, write an e-mail or contact us on social networks!
Our work is a guarantee of your peace of mind and good mood!
Sincerely,
Sample #2
Transport company "Always on wheels" - we deliver anything, anywhere and almost for free!
Dear friends! Our company specializes in cargo transportation and delivery of postal items. We have been operating since 2015; among our clients are both private entrepreneurs and large companies and state enterprises. You can get acquainted with their reviews, as well as the price list and detailed conditions of cargo transportation on the official website of Always on Wheels - do not forget to bookmark it!
The sphere of cargo transportation is too specific: trusting a shipment, whether it be a unique item or a batch of standard products, from a company that does not have the experience, means exposing your property to unreasonable risk. Only professionals with many years of experience work for us - from loaders and assemblers to drivers and logisticians. And so that you do not worry about the safety of the cargo while it is on the way, we will insure it at our own expense - each unit individually or the shipment as a whole! And, of course, we will not forget to make a detailed inventory - no matter what happens, the addressee will receive the shipment in its entirety and in the proper quality.
In our work, we use modern shipment trackers that allow you to monitor the movement of cargo in real time: you get a batch number, enter it on our website and see exactly where your package is. If necessary, we provide forwarding services at our own expense at the starting and ending points of transportation - do not forget to mention this before signing the contract!
The main activity of our transport company is container transportation from 4 to 45 tons throughout the country and abroad. On an individual order, we also deliver small items (letters, parcels and parcels) with a guarantee of complete safety and drawing up an official contract for the provision of services.
We offer customers several payment options: preliminary, full or partial, after the fact and in installments. Give us a call or send us an email and we'll be happy to discuss the details!
"Always on wheels" - the recipient is closer than you think!
Sincerely,
CEO of Always on Wheels Innokenty Gavrilov.
Sample #3
"Always on wheels": your cargo is our solution!
Since 2015, the Always on Wheels transport company has been providing services for the transportation of any items and cargo - from letters and parcels to wholesale deliveries of products. We guarantee fast and careful delivery to all corners of Russia and the Commonwealth of Independent States - all you need to do is prepare the shipment and indicate the destination address.
The main advantage of our company is our own fleet of vehicles, consisting exclusively of modern cars. Each of them is equipped with GPS trackers - which means that your cargo will not be lost, no matter where you send it!
Moreover, we have developed a special shipment tracking system available to each client: you get an individual batch number, after which, by entering it on the Always on Wheels official website, you can instantly find out where your letter, parcel or container is now. It's simple and completely free - and to give you confidence, we offer a free (!) freight forwarder service at the loading and unloading stage. Do not forget to mention them before drawing up the contract - this option is included in it as a separate clause.
"Always on Wheels" is a team of professionals in their field: here everyone (from the loader to the logistician) knows how to ensure the safety of the cargo. We insure shipments at our own expense and in the format that suits you best: each unit can be insured separately, and if you are sending a bulk shipment, we will conclude a single contract with the insurer providing for a full refund in case of unforeseen circumstances.
Our special pride is established relationships with the most prominent domestic and foreign trading companies. You can read their reviews about "Always on Wheels", as well as leave your own on our official website. For regular customers, a discount program has been developed, participation in which allows you to save up to 30% of the cost of transportation according to a standard contract. Find out how to start saving now - check out the special offer for new contractors!
Use the services of "Always on Wheels" - do business, and leave the logistics to us!
Sincerely,
CEO of Always on Wheels Innokenty Gavrilov.
Sample #4
"Always on wheels" - forward to new achievements!
Transport company "Always on Wheels" is an organization of federal significance, which since 2015 has been providing services for the transportation of goods both in Russia and abroad. When concluding a contract on individual terms, we will deliver your cargo to anywhere in the world - the cost of the service is determined based on your needs and our capabilities!
Our advantages:
- own fleet of modern vehicles designed to move cargo of any weight and dimensions;
- the staff consists exclusively of professional employees - from loaders with extensive experience and certified assemblers to drivers and logisticians who annually take refresher courses;
- for regular customers there is a unique discount program that allows you to save up to 15% of the standard cost of transportation according to the contract from the fifth departure;
- for our new partners, we regularly hold the “Now on Wheels” promotion: join and get a discount of up to 10% and a set of branded souvenirs right now;
- we insure all shipments (from letter to container) for the full value of the cargo at our own expense - even in the most adverse circumstances, you will receive 100% loss compensation;
- if necessary, we provide free forwarding services at the starting and ending points - this option is fixed in the contract for the provision of transport services;
- you can pay for cargo transportation according to several schemes: before shipment, upon arrival at the recipient or in installments;
- If we do not fulfill at least one clause of the contract, you will receive the money back in full.
You can learn more about the offer, as well as read the reviews of our customers and leave your own on the official website of the company. To contact us, call the number below, send an email, or visit one of our social media pages.
"Always on wheels" - come with us!
Sincerely,
CEO of Always on Wheels Innokenty Gavrilov.
Sample #5
"Always on wheels" - your personal forwarder!
Dear Nikifor Egorovich! As part of our cooperation, we are pleased to inform you about the expansion of the range of services. Now we work not only with container transportation, but also deliver any shipments - from ordinary letters to complex parts and mechanisms. The dimensions and weight of transported objects are not limited by anything.
We have made impressive progress since 2016. Our negotiations concerned transportation in Russia and abroad, and the expansion of your company's client base was accompanied by the provision of new discounts and bonuses from our side. It was the joint work that became the key to further commercial promotion - both for you and for us.
Since then, we have expanded and significantly modernized our fleet by acquiring modern vehicles, the use of which guarantees the safety of each of your shipments.
We have introduced a system of compulsory insurance for each shipment at your own expense - you can choose whether to insure each unit individually or the entire shipment. This means that even in unforeseen cases, you receive a 100% refund of the cost of the goods - quickly and without the slightest obstacle on our part.
You have already used the services of our forwarder. Now it's completely free - just mention this option before signing the contract, so that we will include it as a separate item.
We are always glad to offer you the services of experienced loaders and qualified assemblers, which is especially important when transporting large and massive units and mechanisms. Now you can send anything by our transport company - up to planes and cars!
Finally, we have launched a full-fledged online tracking service for shipments: just get the delivery number, enter it on our website - and see where in the country your shipment is located! The service is provided completely free of charge.
To find out about all the innovations and get acquainted with the price list that comes into force on December 1 of this year, go to the website of our company - it is available at the same link as before. You can contact us by calling the phone number below or by sending an email.
We look forward to further productive cooperation!
Sincerely,
CEO of Always on Wheels Innokenty Gavrilov.
Summing up
Drawing up a commercial offer for cargo transportation is as much an integral part of the functioning of a transport company as it is. Offers are "hot", focused on a specific recipient, and "cold", intended for mass mailing and involving further "processing" of the client. The text should be well-written, concise and capacious enough to interest a potential client. For greater effect, it is recommended to include graphs, tables and charts in it.
A commercial offer for the provision of transport services consists of the following main blocks: header, title, greeting, essence of the offer, call to action and farewell. If the text of the letter is found on the Internet, it should be modified according to the needs of the sender and the potential client. You should not stop only at "hot" or "cold" offers: by sending out both types of letters, the transport company will be able to create a full cycle of work with contractors - from attracting to retaining them.
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