commercial activity transport company consists not only of registration, mutual settlements with counterparties and the organization of our 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 timely advertising campaigns, 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. Sole proprietor or entity need to have their products moved 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 the offer to provide transport services, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of the format 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. A potential counterparty to whom a document is sent will not read several pages of small text containing all conceivable information about the services provided. Enough to interest the future business partner- the rest can be discussed by phone, e-mail or in person.
According to modern standards business correspondence The 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- photos, specifications used Vehicle, graphics and more (the volume of the text is the same plus a few explanatory inscriptions).
Text commercial offer should be as brief 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 about the company its head has.
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, company 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 at global network can find set or shipping 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 current situation: the more accurately the letter corresponds to it, the greater success among the 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 major 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 units 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 - customs clearance and other formalities we undertake;
- 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 to email 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 the established relations 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 special offer for new clients!
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, allowing you to save up to 15% of the standard cost of transportation according to the contract already 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 letter 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 within Russia and abroad, and the expansion client base Your company 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 components 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.
One of the main ingredients good sales this is a good script. Despite the fact that most companies work with different target audiences and sell completely different products and services, the communication rules are the same for everyone. Most companies undertake to make scripts themselves and after the managers do not make the result, they come to the conclusion that the managers or the product are bad, but, often, the point is in the script. Today we will give an example of a universal script template that fits most projects. When used correctly, the conversion can increase significantly.
1) Secretary bypass block
We have a rule in the company, according to which you can instantly determine the quality of the script. If the secretary bypass block is specified in the script, the script is bad. It's simple - to get around the secretary, you can not be a "salesman". If you start explaining to the secretary all the benefits of your product, you have lost. The secretary, who receives 137 calls every day, has his own laconic script: “Thank you. All offers to the mail indicated on the site. If the management needs to buy something, the secretary looks for it himself. He absolutely does not care what benefits you bring and what benefits you promise. So just look for a way not to lie, but also not to show your intentions to sell. Break the pattern in any way, until you are sure that you are communicating with the decision maker * (decision maker).
Example: Selling our sales outsourcing services
Manager: - Hello, hello. Secretary: - Hello, Prostonyashino, how can I help you? Manager: - You have a vacancy at HeadHuntere. Position Sales Manager. With whom can I clarify the terms of employment? Secretary: - One second, I'm connecting.
Bypassed the system, cracked the password, ours are in the enemy's camp.
2) Greeting
Manager: - Good afternoon, *COMPANY NAME*, *MANAGER NAME*. How can I contact you? Possible decision maker: - Valery. Manager: - Tell me, are you responsible in the company for *insert what you need* Confirmed decision maker: - Yes, what did you want?
It is very important in the first seconds to confirm that the decision maker is the decision maker and to find out his name. Otherwise, at the end, when contact has been established and he agrees to cooperate, it will be embarrassing to ask.
3) We confirm the demand and establish the presence of a problem
It is necessary to confirm the demand, and not to convey the offer. Even before you start offering something, you need to close the person's access to the opportunity to refuse and establish primary contact with him. All this must be done exclusively by ASKING QUESTIONS. Questions should be simple, to which you know that it is possible to answer only yes. You need to confirm with the person that he needs your product that solves his problem. 2-3 questions are enough, the first of which is from Captain Obvious.
Example when selling a pen:
Manager: - Tell me, do you write with a pen? LPR: - Yes. Manager: - Do you write with a pen quite often or occasionally? LPR: - Often, what do you want to offer? Manager: - If you write with a pen, then you have it periodically ends, and you need to go and buy a new one? DMP: - Right, what did you want?
I think everything is clear here, but for those who don’t, call and we will explain)
4) Suggest a solution to the problem
Based on the questions, you smoothly move to the point of a proposal that helps solve a problem that the person has already confirmed the existence of. No one will ever admit that he lied, so your interlocutor can no longer deny the need for a solution to the problem. This means that the proposal will not face the objection "we do not need anything" and you will be listened to. The main thing to remember here is that brevity is the sister of talent. So your sentence should be as short as possible and explain exactly how it solves the problem. You can read more about how to properly prepare an offer in ours.
5) Promotion/special offer
To make an offer workable here and now, use leverage. Classical examples are well suited here: the opportunity to try the product before paying, a 50% discount that is valid for only a couple of days, etc. By creating urgency and time limits, we speed up the decision-making, otherwise it can drag on for a long time, and we really don’t want this.
A similar technique was actively used on landing pages, putting counters for the stock countdown (and someone still puts them), but in Lately On landing pages, this almost does not work anymore.
6) Reconfirmation of demand
It is necessary to remind the DM of his own words. The fact that at the beginning of the conversation he himself confirmed the existence of a problem now gives us a serious trump card. You ask the same questions over and over and get the same answers over and over again. In fact, you are forcing him to admit that he needs what you have offered him.
If in paragraph 3 we asked questions on the topic of interest in buying at a better price and we were confirmed. Then after voicing the action, we ask something like this:
"You said you were more interested in profitable terms shopping, right?
Think at your leisure how you would "dodge" such a phrase and offer something of your own.
7) Dealing with objections
The last window through which the client can get out is the work with objections. Simulate all the nuances and prescribe answers to the client’s possible questions to the manager in advance. This part depends solely on the knowledge of the materiel and on whether the manager has the right arguments.
8) Manager
Even the best offer aimed at a specific target audience may not bring any results if the manager does not know how to present it correctly. If you want to kill the beast, you need a hunter, not a shepherd. One competent salesperson will bring you more profit than 10 female students working for results. You can grow a professional, but it takes effort, money and time. Or you can hire someone who is ready for outsourcing. Here you choose between what you really want - save more or earn more;)
And finally, an example of a complete script for cold calling and offering the services of our company (forgive me, those who do not like text formatting, the functionality here is far from Word):
Secretary bypass
Good afternoon I found an ad on the Internet about the vacancy of a sales manager. With whom you can communicate about the vacancy and clarify the conditions of employment.
Switches to LPR
Good afternoon, my name is Konstantin, Seurus company. How can I contact you?*
Customer response
(It is necessary to confirm that his managers are not perfect. What could be better. At the same time, one cannot say that they are bad) Do you have sales managers? Do you think your sales managers are working to the maximum or can they be even better?
Customer response
Would you like your sales managers to work for results? OUR COMPANY is engaged in hiring remote sales managers who are already trained and experienced in various products and services. Are you satisfied with the quality of your sales managers? Do your managers work for salary or results?
Customer response
We work on a balance payment system. 35,000 rubles balance, which is spent on three areas:
FIRST: Creating a database: that is, searching for companies from the target audience on the Internet 10-20 rubles. for contact. SECOND: Creation of the project 15,000 rubles. Writing a selling script, training a manager, determining an effective target audience. THIRD: The result is a customer interested in buying. I mean, we will find out from you who the hot client is and assign a reward for him. In the future, the work goes solely for the result. No wages and living pants. Only sales. Only hardcore. If the payment is made this month, we are ready to launch your project in 2 days.
Customer response
You said yourself that you can sell better. We are ready to demonstrate it to you. Our managers are the best in their field and have vast experience in this area. Let me send you a contract and you take a closer look at the conditions. Will I call you tomorrow and answer all your questions?
Client Consent
Work with objections
We have our own managers, everything suits!
Everything is relative. Do you think that it is impossible to sell better than your managers and your company gets the maximum profit?
My managers sell perfectly and the profit is at the maximum!
Well, let your managers handle the interested clients we bring in! After all, they know your product in detail, and we will bring hot customers - ready to buy.
We have a specific product!
We sell everything from website development to diesel generators! If we have sold equipment for water utilities, then we will be able to sell your product. The main thing for you is to confirm the interest in your product. You can tell about your product without us. Our job is to get you interested!
How many calls can be made per day?
It all depends on the project! An average of 100 calls, you yourself understand that the sale of honey is different from the sale of real estate.
*If interest is confirmed, transfer the contact to the supervisor for further processing.*
In general, that's all! On the one hand - everything is simple, but on the other - not quite) Do not listen to the "couch experts", and if you are not sure whether you are doing everything right - better call Seurus! - seurus.com
May the profit be with you!
A sales manager of almost any service always has a question: how can you sell something that you can neither feel with your hands nor see with your eyes? Especially if the seller is a beginner andthe sale of transport services and the script is not just given.
Unlike a conventional product, selling an intangible service is a very difficult task. And in the case of a service purchase and sale transaction, the buyer has a slight feeling of misunderstanding: “how is it so, I pay quite real and tangible money for a “good” that I can’t even see?”
In this sense, the sale of transport services and all logistics services are not in the best position. In addition to the fact that these are services, the attitude to logistics is also not quite ordinary.
I think there is no need to talk about how important efficient logistics is for a company, let's talk about how to increase sales of transport services.
So how to effectively sell transportation services over the phone: do you need a script or not?
Today the most effective way of sales is active sales. It is worth noting here that the standard approach to active sales is no longer so fruitful and does not bring the desired result.
That is why such sales of transport services should be divided into two components:
- work of sales department specialists;
- conduct of negotiations.
As a rule, sales department specialists are employees with rich experience in the field of logistics, strategic thinking and ownership oratory. After all, the task of a sales manager is to bypass competitors and all the “barriers” in order to reach the decision maker, interest him, make the best offer for him, and, as a result, organize the first meeting with him.
The second component is negotiation. In no case is it acceptable to lose the trust of a potential client. That is why people with knowledge and experience not only in the field of logistics, but also in financial, legal and accounting services go to the meeting. The main task of this employee is the prompt decision-making without the involvement of third parties.
In both cases, the employee is simply obliged to master the technique of eloquence so that he can highlight the main advantages of the company, correctly present information and achieve the trust and disposition of the client.
A few tips for effective work With active sales transport services:
- Invite a potential client to evaluate your work according to certain criteria at each stage of work. With the help of this technique, weak points can be identified and, in the future, their elimination.
- Always keep in touch with the client. Selling transport services is a very complex process, explain to the client the specifics of your work, explain the motives for your actions, show how certain indicators are calculated. This will help to build trust in the company and help to get rid of the feeling of deceit.
- Conduct trainings, seminars for employees of your company, primarily for employees of the sales department. After all, as you know, Sales Representative is the face of the company.
Master class on working with typical objections when selling transport services:
So, let's conduct a master class using a sales script.
Suppose a new call has arrived at the company. We set the task for this, the first call: to break through the secretary and send the CP / Commercial offer by mail.
Let's look at some answers to frequently asked questions/statements during the initial telephone conversation.
1 call script for the transportation services sales script:
Client: We are not interested
Company: - Customs clearance 30% below the market is also not interested?
- What might be of interest?
Client: — Why should we work with you?
Company: — We have our own transport.
— We can offer a price lower than 20% of the market.
Client: I don't have time
Company: - I understand, when will it be convenient? In principle, I have only a minute of information here - can I tell you?
2 scenario of a call according to the script of sales of transport services:
Client: - You must be expensive!
Company: - For all the years of work on the market, we were able to make the most acceptable conditions on the market. Do you want to talk or with whom you can discuss?
— How expensive is it? At what rate would you give the goods? What do you include in the price? Our price corresponds to this moment market price.
- I'll talk to my superiors about the price, is that all that you don't like?
– Well, at what price are you ready to work?, I will be happy to develop for you individual offer after talking with the management, I think we can offer something for you ....
3 script of a call according to the script of sales of transport services :
Client: - I was told not to connect anyone with anyone, if you want, send a CP to info. (info-Doggy-Farewell forever - a joke from the sellers)
Company: — Info often ends up in SPAM or doesn't reach. Can I have personal mail?
- And about 30% customs clearance Does your logistician know? Let me talk to him over the phone!
This is only a small part of the questions that may arise during the dialogue when selling transport services. Considering all your negotiation experience, try to throw several options for questions and answers to them before the dialogue.
And now consider the second call to the client in the sale of transportation services.
Task: to convince the decision maker / Decision Maker to make the first miscalculation and order.
Try to build a dialogue on the second call as follows:
- Contact.
Find out from your opponent how best to contact him, and whether he has read your offer.
- Revealing needs.
To calculate the rate, you need to check with the client:
1) what to bring;
2) where to take;
3) when to deliver;
4) optional, but desirable:
— planned or actual traffic volume;
- the desired rate or the real rate at which they are working now;
- terms of payment.
Important: Ask more open questions to understand the customer's need.
- Miscalculation.
Specify whether it will be convenient, right now, to roughly calculate the cost estimate, or is it better to send an offer by mail?
Clearly calculate the route and send the decision by mail. Agree on when the next step of your communication will be.
- Presentation of your services.
“We can make you the best deal on the market!”
“We have been on the market for more than one year and this will give you confidence that everything will be reliable and of high quality.”
Provide additional facts/strong benefits:
- "I myself personally control the delivery of your cargo from point A to point B."
- We work with all big companies for the CIS.
“You can do everything in one place: we can transport 100% of your needs on any route.”
Important: Speak the language of the Client. Tell me about your strongest advantage. Based on the needs of the client.
- Dealing with objections in the sale of transport services.
— “Are you ready to make a purchase or do you have any questions?”
Tip: The Client almost always has doubts. If the Client did not voice it himself, feel free to ask:
“Are you satisfied with everything? I was able to offer what you need? Is there anything else that bothers me?"
- Exchange of contact information.
- "What phone number are you always available on?"
- "Which email should I send you route information to?"
Important: Try to take as many contacts of all interested parties as possible. Personal mail and personal mobile phone– always better than corporate contacts.
- Completion.
Agreement on the next step.
"Ivan Ivanovich, what is our next step?"
"Which address should I send the proposal to?"
“What time would it be convenient for you to call tomorrow?”
“Do you like everything? Are we taking it?"
“We have a promotion until the end of the day - minus 7%. New prices tomorrow. Would you like to place an order?"
Important: Remember! You are not a reference! You are a seller. And your success is measured by the number of deals made, not by the number of answers to the Client's questions. Close the deal in your favor - sell!
- Exit the conversation.
— “(NAME), Thank you for contacting our company! Is there anything else I can help you with? Have we resolved all the issues?
— "(NAME), Have a good day and see you soon!”
Important: End the conversation only on a positive note. (smile)
The sale of transport services is a very specific type of sales.
It was she who was trained in April 2016 by the team of GreenTrans 24. Trainer.
During the training, participants:
- got acquainted with the main stages of sales and adapted them to the specifics of sales of transport services,
- learned to avoid common mistakes when selling logistics services,
- assessed their current level of training,
- learned how to deal with the most common customer objections,
- mastered 5 basic methods for closing deals when selling transport services.
One of the important components that affects the level of sales is the script. Although the target audience everyone is different, the style of communication is the same for everyone. Some companies develop sales scripts on their own, others buy ready-made scripts. In this article, you will learn which speech modules are used and how to write a script correctly.
Script development technology
When developing a script template, pay attention to its blocks. A high-quality script for sales managers makes it possible to influence the client more effectively. There are numerous types of sales scripts: when working on, with, with direct sales, when concluding contracts, making an appointment.
Now we will give the most common script scheme used when talking on the phone. In a personal meeting, for example, the first block is skipped, the subsequent stages can be left.
The script includes 8 blocks:
- Secretary round.
- Greetings.
- Identification of problems or clarification of needs.
- Good problem solving suggestion.
- Offer of active shares.
- Refinement of demand.
- Handling objections.
- Completion of the deal.
Now let's talk about each block in more detail and give examples of the dialogue.
Secretary bypass
Having phoned the company, in most cases you get to the secretary. Its task is to weed out unnecessary calls. It is not uncommon for the secretary to be instructed by the manager to discard all trade offers. Secretaries have their own scripts when communicating on the phone, and passing this stage can be difficult. Therefore, you need to be connected to a competent person. Consider how this can be done in your case.
Sample dialogue:
Secretary: Good afternoon. Sunshine, how can I help you?
You: Good afternoon. I am Natalia, I represent the company (name). We are partners of many companies of your profile. Here we would like to offer you cooperation. Can you connect me to the person who solves these issues?
Secretary: Okay, I'm connecting.
Greetings
After connecting with the person in charge, you open the script and start a dialogue. First, it is important to find out whether this person can actually make the appropriate decisions.
The dialogue might look something like this:
You: Good afternoon. I am Natalia, a representative of the company (name). Please tell me how can I contact you?
Company representative: Valery Petrovich.
You: Valery Petrovich, tell me, do you resolve issues regarding (specify the reason for the call)?
Company representative: Yes, you wanted to offer something?
Finding out the problems
Once contact is established, we move on to the next step. The main thing here is to identify demand and not give a person the opportunity to immediately say “no”. This can be done with the help of correctly posed questions, to which the client will unequivocally answer “yes”. Let's take an example. Let's say you offer stationery, the dialogue might look like this:
You: Do you write with a pen?
Company Representative: Yes.
You: And do you regularly run out of them?
Company Representative: Naturally.
You: Then you need to buy new ones.
Company representative: Yes, what do you want to offer?
The main thing is to identify demand and not give a person the opportunity to immediately say “no”.
Competent proposal for problem solving
Now, after the client is ready to listen to your proposal, you can voice it. After all, the interlocutor has already confirmed his need for your services. The proposal should be brief and interest the representative of the company, for this you can use various levers.
You: We are ready to offer you stationery High Quality at low prices.
Offer of active shares
In order to enhance the effect of the offer, tell the client about the promotions that you currently have that you can offer when concluding a contract on a long-term basis.
You: By the way, I would like to note that we have special benefits for regular customers (please state them).
By offering a share, you can push the client to conclude an agreement in the near future. This is a very efficient method.
For example:
You: And today we still have a promotion - when buying goods in the amount of 20,000 rubles, we provide additional discount 10%.
Refinement of demand
At the third stage, you have already received confirmation of demand from the client, and when you ask him the same questions again, naturally, you will receive positive answers. But now you have offered him quite favorable terms, and this should be emphasized.
For example:
You: You said that you are interested in more favorable conditions, and so we offer you this, right?
Working through objections
This is the penultimate stage, and the client may slip away with claims that you will not be ready for. Therefore, think over in advance the questions that a representative of the company can ask you, and prepare the right answers. In this case, a competent script technique will help you conclude many profitable contracts. Questions may concern not only the cost of the goods, but also its delivery, quality, and the activities of competitors. Here is an example of how you can answer the objection.
Company representative: We already have a good stationery supplier.
You: But everything is known in comparison, you did not work with us and cannot evaluate our services and the quality of our goods. Let's try to conclude a medium-term contract, and you can compare.
Questions may concern not only the cost of the goods, but also its delivery, quality, and the activities of competitors.
Completion of the deal
At this stage, a competent manager receives a positive decision from a representative of the company and begins to draw up a contract and all relevant forms.
The sales department most often uses such scripts to effectively promote their product. The value of a well-designed script lies in the fact that even a beginner will be able to correctly respond to certain situations and successfully sell a product.
In order for you to have working scripts, try them out in action several times, evaluate their effectiveness, supplement and make changes if necessary. Analyze speech, intonation, sequence of questions.
We have given an example of a script that is advisable to use when selling a product. But after all, a script can be written not only for sales, but also for scheduling meetings, concluding contracts, and many other actions. To do this, you need to choose the right questions and distribute them into blocks.
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.
Script it finished script on which you can build a dialogue with the 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 repairs 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 client's task is to find out 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 best option response to steer the conversation in the right direction.
- Bypass acute moments, do not hang if the question is stumped.
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