Before we get into the script let me say that when it comes to phone sales, the most important thing is to not come across like a `salesperson`. You don’t want to sound like you’re trying to sell something to them, at any point in the process. Rather the goal is to give them the opportunity to buy. With that said, let’s get into it.
The Phone Script
There are a number of elements covered by this phone sales script. I recommend that you download the Phone Sales Script now by clicking here, then print it out. Then you can read the rest of this article with the Phone Sales Script side by side.
In this article, we’re going to break them down each element of the script, one by one, and talk through why we approached it in the way we have. If you’re reading this series in sequence you can follow the recommendation in the previous update to use this script as a training tool.
Using their first Name
It’s great if you have a list of contacts, which includes the first name of the person you’re wanting to contact. If you know the name of the decision-maker you’re trying to reach, it’ll help you get past any gatekeeper. Using their name also signals that you are most likely calling specifically for them rather than calling every business.
Have I caught you at a bad time?
At the very start of the script, we just have the general introduction. “Good morning,” “Good afternoon, I’m from ” Then you ask the polite question, “Have I caught you at a bad time?” This gives an opportunity for the person on the other end to let you know that they’re busy right now.
It’s a way of showing respect early in the conversation, and more often than not, I find that people are more than happy to talk to you, provided you’ve given them a chance to say that they’re busy.
Sometimes, they are genuinely in the middle of an appointment, or a meeting, and it’s not appropriate for them to talk right then. So it really is a good thing to check if they are able to talk at that moment.
If we don’t know the contact’s name
If, like a good staff member, the person that you have rung uses their name when they answer the phone, it is a good idea to repeat their name back to them when you ask them the question, for example, if the person’s name is Richard: “Richard, are you the boss there?”
This is our approach if we don’t know the contact’s name. Asking them if they’re the boss, even though you might suspect they’re not, shows respect again, and often helps the person to feel warmly toward you.
We tell them why we are calling
Again, it helps to use their name Such as, “Peter, I’m calling you, because I have a concept that you might have an interest in.” Using a name like this is a signal that you’re not ringing them by accident, and when you tell them, that you have a concept that you thought they might have an interest in, that you had them in mind, when you called.
We choose words like, “I have a concept that I thought you might have an interest in,” because that shows that you’ve given thought to what they might like, and might need, rather than trying to sell them something. Generally speaking, potential clients are warmer to this idea.
A quick Needs Analysis
We then take it a step further, because we don’t want to come across like we’re trying to just sell them, whether or not they want the product.
So, we say something like, “To make sure that this is a good fit for you, and to make sure that I’m not wasting your time,” once again, showing them respect by showing that you know that their time is valuable, “I have a couple of questions.”
And then, you ask them two of three questions. Questions one and two in this script are really just fodder and are there just to get a little bit of extra information that might help to close the sale.
The part of the needs analysis that closes sales
Question three is where the power is. In this question we ask them to tell us about any area of their business that has capacity to increase, or if there is an area of their business that they want to develop.
If they share their dreams about their business with you then the process moves from purchasing air time to helping them realize their dream which is much more exciting for any business owner.
At this point it’s not a question of if they’ll buy, it’s how much, and how soon they’ll come on in.
Once you are at this point you can tell them about the offer “Okay, it sounds like this offer is something that you could use and then you could go into the description of what it’s all about.
In this sales script we have laid out the description that we use for the Club Package, but the offer description can easily be swapped out for other packages and offers.
The second to last thing that we talk about is managing expectations. We make sure that, in this conversation, that we actually help them to understand the likelihood of when they’re going to see their first results. Some people who are new to marketing think they’re going to get results the next day, or the next week.
They might even make a sales decision based on that, which could be bad news for you, if they don’t get any results in that time frame. To be honest with you, with radio, they’re very unlikely to get an instant response. It does happen sometimes, but more often than not, it’s going to take 6-8 weeks before they start to see results.
Your listeners need to hear that business name three to five times before they’ll take action, so it’s worth making the expectations really clear from the outset. This will help ensure that you don’t just get a sale, but you get a customer, and a re-sign after this first package.
Closing the Sales
Lastly we have the closing lines. The ones listed here all soft closes. If you get to share the detail of an offer but don’t ask for the sale using a line like one of these, then you are unnecessarily missing out on sales.
And then, to finish up with, we just ask whether they would like us to send through an email with the information on it.
It’s not a bad idea if you can let them know when you’ll follow up. This gives them an opportunity to say that they might need an extra day, but I would highly recommend not leaving them too long, before following up.
The sooner you can close the deal, the better, and if you can get a response over the phone, that’s even better. But really, once they’ve gone past three days they’re going to cool off significantly, so if you can get back to them within 24 hours, I highly recommend it.