Writing a sales script is an essential step for salespeople who want to succeed in their prospecting campaign.
If you can write it the right way, the script is a measurable, cost-effective and efficient way to win and retain leads and customers.
It’s certainly not easy, but if you know how it works, writing a script will become less and less complex.
That brings us to today’s question: What is a complaint script and how do you write it?
Understanding a call script: What is an appeal script?
A call script or sales script refers to a set of predefined talking points often used by BtoB salespeople and researchers when talking to prospects or customers.
They are often used by sales companies with telephony solutions integrated with CRM software. This way, salespeople can retrieve talking points via a pop-up screen when they make a phone call.
The advantage of using a CRM is that it displays the history of all your contacts on a dashboard at a glance. This allows you to customize the predefined conversation with the contact’s previous interactions with your company.
Understanding a call script: Why use sales scripts?
As a sales representative, there are several reasons why you need to use a call script.
With this tool, you have a number of written responses to every situation that arises. This means you can’t be surprised by questions or objections from your callers.
Remember that salespeople must always stay focused. Without an established script, it is easy to forget the main purpose of the conversation, which is to make an appointment or accept a suggestion.
If the script is not at hand, either on paper or on the screen, you are also forced to rely only on your memory, at the risk of not remembering the main features and benefits of your offer.
The call script can therefore be seen as a map that helps you achieve your goal, i.e. to make an appointment or close a sale.
Understanding a call script: How to write a call script?
To write a good business call script, you need to follow a few steps.
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Step 1: Set a goal
It’s important to clearly define the goal of your call, whether it’s for a sale, an appointment, building a customer relationship, renewing your contract, etc.
Without an objective, it is impossible to measure your results, but more importantly, to ensure that your script is appropriate!
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Step 2: Focus on your offer
The objective is to adapt the benefits of your offer to the needs of your potential clients. Therefore, you need to put yourself in the position of your target group to find out their point of view, their needs and their wishes.
Then you have to ask yourself what problems your product can solve.
Imagine that you are looking for a marketer who is struggling to generate leads and you want them to select your digital marketing services.
In this case, you should focus on how your service will increase traffic to their website, rather than mentioning your high level of programming experience.
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Step 3: Anticipate objections
By listing all of your potential clients’ objections, you can use them to your advantage by writing relevant responses for each situation.
The most common objections are lack of time and money, need for boss approval, and indecision.
Some people believe that a “qualified” line has 4 characteristics: BANT, for budget, authority, need and schedule. It has a defined need, a budget, the hierarchical position to make the decision (authority), and its need is temporary (timing).
