TELEPHONE SELLING STRATEGIES

Scripting your calls and the values statement

As articles go, this one is quite short.  However, you may not read a more important piece of advice concerning phone sales in a book of 300 pages.

Why bother developing a telephone script anyway?  Most salespeople hate to script their calls.  More than one seminar participant has approached me during a break to say something like, "I don't need to write down what to say.  I'm good on my feet," or, "I'm good shooting from the hip."  My friends, there's a reason why the top 20% of salespeople generate over 80% of the business.  And, there's a reason why those people I just quoted are not among them!  Not that I'm implying that scripting phone calls is the only reason for success.  There are many strategies and skills that top salespeople develop.  However, the one's at the top are open to learning what works.  They don't think they have all the answers.   In fact, they have learned that it is often more important to listen and learn than to talk.  They are happy to let the other 80% brag about the skills that help them achieve less than 20% of the sales. 

I have been using the phone to sell, survey, perform research, and set appointments for my entire professional career. One important lesson I learned quite a few years ago, and do not deviate from today, is this - I prepare a script for every call I make!

Your script should state exactly what you want to say in the first 30 - 60 seconds of your call. It’s very important to get your call off to a great start. I think that we all know that in order to have a chance of success, we need to make our impression quickly. Why take a chance on making a crucial mistake when you can have a script right in front of you?

Would a great Actor attempt to play a role without having a script? Of course not. And, would a great Actor think of performing a role without practicing that script, over and over again? Never. Why not? Because they realize the importance of “nailing” their lines. A great Actor would not act without, and a great salesperson would never call without, a well rehearsed script.

To be effective, your opening script should tell the prospect the following:

Whose calling.

Your company’s name.

Why you are calling.

Why they should care!!!

I refer to the last step as my values statement. Many people call a prospect and do numbers one through three. That’s the usual sales call. Watch what happens when you add step four. For example, I could call a prospect and simply say, “Mr. Jones, this is Michael Mattie calling from Success Concepts. We specialize in customized sales training.” However, what if I said, “We specialize in teaching our clients how to dramatically improve their sales. Mr. Jones, if I could show you how your company can increase sales exponentially, would you be interested in taking a look?”

By the way, don't forget to say it with enthusiasm and with complete confidence! Never, ever, talk to a prospect without engaging both enthusiasm and confidence!