Telephone conversations cold calls. Effective cold calls: sales technique

The phone call is a tool. Its effectiveness depends on the ability of the operator to properly build a conversation with a stranger.

You will learn:

• How to make effective cold calls.
• Basic rules of telephone sales.

To successfully lead effective cold calls, you need to study very well the technology of telephone communication, sales techniques and, of course, gain experience.

As a rule, the percentage of return on cold calls is low. Even if operators have the necessary experience and sell a product that they know very well, follow a well-established call script, have an idea of ​​how to “pass” the secretary, what keywords to hook the interlocutor with, the norm for them is one deal per hundred calls. This is a statistic that my own experience confirms: for every 100 cold calls, there really are an average of five meetings and one sale. That is, the sales funnel is approximately 100–5–1. This is normal, because proper cold calling is the only way to sell without the possibility of cross-selling and without an existing customer base.

However, you can achieve a greater effect if you follow a number of rules. Let's consider them in more detail.

Effective cold calling: what you need to know

1. Base shell

The up-to-date database from which the operator takes phone numbers is the basis of his work. Due to an error in the number, all the work will be in vain, because the calls will not reach the addressee.

Correct sampling involves the compilation of a single reliable database. As a shell, you can use free programs. For example, at first we made databases in Microsoft Office Access - a system that allows you to differentiate the rights of different users, create separate help files for clients. The system was self-made and, of course, did not have the functionality of modern CRM systems, but it was much more convenient for us than Excel (it is very difficult to work with it due to the large number of restrictions and low information processing ability). I do not recommend using it if you want to create a good database.

2. The composition of the base

To replenish the list of potential customers, it is possible and necessary to actively use paid information bases, which must be verified, relevant, and formed from reliable sources. I would like to note the Interfax database, which contains a lot of useful information for sales managers about legal entities, individual entrepreneurs, etc. Another good database is FIRA PRO, it includes information about legal entities, as well as data from the National Bureau of Credit Histories (NBKI). If you decide to use the Yellow Pages as a basis, be prepared for a high percentage of call errors.

• Training in the sales department: a step-by-step algorithm for organizing employee training

3. Experience and talent

Those who consider cold calls to be ineffective probably simply failed to organize them correctly. The most important thing is to put operators into a comfortable call mode. When your employees make calls every day, hundreds of calls in a week, thousands in months, over time a cold calling sales technique develops. Experience and practice tell them what the interlocutor will answer, what they will ask, and they calmly act according to their own scenario. The main thing is not to take long breaks in work. Re-entering this mode is very difficult. Complexes appear, a feeling of discomfort, the voice becomes monotonous. And if the interlocutor feels it - the call failed.

Therefore, experience and skills are so important for the operator. True, there are exceptions - people with an innate ability to persuade, convince. They can easily connect with the right person. However, such nuggets are an absolute minority, while the rest need to "study, study and study." How to find talent and weed out losers, experts will tell

4. Script effective cold calls

The script of the conversation, or, as the professionals call it, the script, is extremely important for the operator. In fact, this is a branched call algorithm, a clear conversation plan, a set of answers and questions that allow you to keep the interlocutor's attention in various situations. If necessary, modify your cold calling scripts to effectively convert them into sales.

How to do this, learn from the article of the magazine "Commercial Director". In the same article, you will find examples of selling and failing cold calling scripts.

5. The right attitude for cold calls on the phone

Managing emotions and forcing the interlocutor to respond to them is one of the most difficult skills that an operator has to master.

I used to work in a corporate cold sales department and noticed that the most effective cold calls were those made right before the New Year, on December 29th or 30th. On the eve of the holiday, people were in high spirits, it was easier for them to call clients with whom they were afraid to communicate with earlier, knowing about the high probability of being refused. If the operator is liberated, behaves more freely, then the interlocutor catches, feels his emotions and, as a rule, listens more loyally and with interest.

6. Dealing with objections

The greatest fear of operators during a telephone conversation is the expectation of the answer “No!” or complex objections. But experienced salespeople know that no matter what we sell, objections are always typical and there are no more than seven or ten of them. I recommend writing down all possible objections on a piece of paper and trying to answer each one. Having done this work, the operator will feel more confident.

Table. Examples of dealing with objections. Six main cases

objections	Answer options
"No thanks, we're happy with what we have."	"I understand you. The fact is that we are not trying to replace your partners. My goal is to offer you an alternative that will allow you not to depend on the policy of one supplier. We have our own stock and exclusive products to ensure you always get the product you need. I invite you to meet and chat. Please see when it is more convenient for you for me to come to you, on Thursday or Friday?
"That doesn't interest us."	“I understand your reaction, and at the same time, I have not yet offered you anything specific that you could refuse. My goal is to invite you to a meeting to chat and understand how we can be useful to each other. The meeting is non-binding. Let's get acquainted, and there we will already draw conclusions whether we should continue to build some kind of partnership or not. Tell me, are you planning to visit Kyiv in the next two weeks? Or is it better for me to come to you?
"I am very busy". ("I have no time".)	a) "Okay, I'll call you later. When would it be convenient for you to speak? b) I understand you. I also plan my time. That is why I call you in advance to agree and plan when it will be more convenient for us to meet. Moreover, our meeting will not take much time. Tell me, are you planning to visit Kyiv in the next two weeks? Or is it better for me to come to you?
"Send me some information."	"Good. Tell me, do you use the Internet? Then I can give you the address of our website, where there is information about who we are. Write it down, please... I will be able to tell you the specific conditions and exclusive partnership opportunities at the meeting. Let's decide where and when we can get to know each other better." If the client insists on receiving information, send him a general brief presentation, a general price list. Warn the client that the prices in the price list are general, and individual conditions and promotions can be discussed at the meeting. Call the client back in a few days.
"Thank you, I'll think about it and give you a call."	"Yes OK. Please clarify what exactly are you thinking about? After all, I haven't offered you anything yet. The purpose of our meeting is just to get to know each other and find out how we can be interesting to each other. I think you will understand me: any cooperation, especially if it then develops into a long-term one, is very difficult to start and even discuss without ever seeing each other and talking only on the phone. Let's meet and get to know each other, and then you and I will have the opportunity to think about whether we should continue to build some kind of partnership or not. In the meantime, let's just arrange a meeting."
"What will be discussed at the meeting?" (“What can you offer me?”)	“We are suppliers of products from Europe for stores selling beauty products. We have a wide range of products, ranging from professional combs and cosmetics, to equipment for various beauty salons. We also have our own network of stores, well-established logistics and our own warehouse stocks. Now we are looking for a partner in your city. Your store was recommended to me. I am sure we will find common interests and benefits for our cooperation. First of all, I just want to get to know you. And it will be more convenient to do it at a meeting. Let's agree where and when we can organize it. Will you be in Kyiv next two weeks?”

Sales scripts is one of my favorite destinations. And not only because they are expensive and relatively easy to write. This is perhaps the only direction in copywriting where you can see the result of your work in real time. Moreover, only here you can check the performance of certain modules yourself by directly communicating with the target audience.

That thrill when you pick up the phone on the eve of the first phone call. The face and ears turn red, the pulse quickens, the hands become wet, the adrenaline goes off scale. Honestly, sometimes it seems that it’s easier to slide down an extreme slide a la “kamikaze” in a water park than to make the first cold call using a developed script. However, over time you get used to it and feelings become dull. But not the point.

This is a kamikaze slide in the Brazilian water park Insano. And sometimes it seems that getting off it is easier than making a scripted phone call… At least until you go upstairs.

With this article, I want to solemnly open a new section on the blog dedicated to telephone sales scripts (and not only). In it, I will share my best practices and approaches to “programming” managers so that they call and sell products, services or ideas more effectively.

What are sales scripts for calls

phone sales scripts(or, their other name is speech modules) are pre-prepared phrases that a manager uses in a conversation with a client. In other words, this is a kind of program, an algorithm for the manager, what and how to say to the client in all possible situations and with any remarks of the latter. If you're a regular reader of my blog, you've probably noticed that I often compare copywriting to engineering. One of the most illustrative examples here is pure programming. Only performers are not computers, but people. Living people.

Sales scripts- word-for-word replicas with affixed intonations and explanations. This type is usually used by call centers or inexperienced sales managers.

Writing scripts is not cheap. And that's good news for a copywriter. The average cost of a set of speech modules, depending on the goals and objectives, varies from 60 to 600 thousand rubles ($1,000-$10,000).

However, it is important to understand that this money is paid for a reason. And for all the seemingly simplicity of development, a scriptographer (sometimes called copywriters who write custom scripts) requires real sales skills. Without them, writing a working script the first time is almost impossible.

Where are sales scripts used?

Yes, everywhere. Where there is communication, there are sales scripts everywhere. And this applies not only to business, but also to everyday life. Almost every person before an important meeting (it doesn’t matter whether it’s meeting the parents of the future spouse or an interview for a new job) creates in his imagination intellectual models of future interlocutors and plays certain conversational situations in his mind. Therefore, scripts are constantly created by all people, regardless of whether they are paid for it or not. Another thing is that not everyone develops this skill and monetizes it.

If we are talking about scripts for business (for which the copywriter is paid money), then there are two main areas.

Scripts for incoming telephone conversations. The easiest option, because the script manager is the "receiving party". Those. it is people who call him, and they need something from him (information, goods, services, etc.). In other words, the manager has a strong position here, and communication is easier.

Scripts for outgoing telephone conversations. The most difficult option, because the manager is in a weak position of “asking”. He was not expected, and he “calls here for some reason” and “offers something there”. It is more difficult to communicate from such a position. Especially if there is no experience.

The approaches to developing scripts in both cases are very different, both in strategy and in logic. In particular, the main difference lies in the sequence of stages of the conversation. In the case of incoming calls, the client is already warmed up, at the very least, and the objection processing stage begins immediately. In the case of outgoing calls, there are certain “preludes”: bypassing the secretary, reaching the decision maker, calling interest, etc. More on this below.

How to Write a Sales Script: The Golden Rule

Do you know what I like most about scripting? This is an absolutely unpredictable direction in which there are no rules. Actually, this can be called the only, and therefore the “golden” rule. You can write a script exactly following the tried and tested guidelines of the experts, and that script can fail miserably. Or even worse.

An illustrative example. I have a friend. He is a business consultant. One of his clients had scripts compiled by professional scriptwriters according to all the canons. And their main tragedy was that they consistently failed at the first stage - bypassing the secretary. No matter how the scriptographers tried, nothing worked. And so, my friend comes to advise this company. Naturally, they immediately complain to him that, they say, there are scripts for cold calls, made according to all the rules, but ... They don’t work!

My friend takes it, looks at the scripts, sighs and says:

- So, what is the toughest secretary you have here?
- Here in this company N - there is generally a beast sitting there!
- Okay, look: I'll show you the trick.

- So, quickly, connected me with the boss !!!

The secretary is shocked and starts to say something into the phone, but he does not wait, interrupts rudely and begins to raise his voice even more:

— What are you telling me?! I didn't ask if he was busy or free! Quickly picked up and put together! Why should I waste my time on you?

Under such pressure, the secretary tried to simultaneously resist, absorb the conflict, and get at least some information. But this only made the situation worse. My friend entered the character and interrupted her every line, with increasing fury and some kind of furious breath in his voice:

What do you mean, who's talking? Ivanov says. I-va-nov. So tell the boss. And if you make me wait one more minute...

After that, the secretary, apparently, realized that the lesser of the evils was to connect the interlocutor with the boss (out of harm's way), and then to interest the boss himself was only a matter of technique.

Why am I doing this? Moreover, sales and communication using scripts (or without them) is a game without rules. Moreover, 99% of novice managers will not be able to repeat the trick of my friend. And, alas, I am no exception. Here you need character, experience, charisma, assertiveness and unconditional self-confidence, which are transmitted through a non-verbal channel. Plus, emotional intelligence plays a huge role here, to which I also plan to devote a separate article. Subscribe to blog updates so you don't miss anything.

Two Key Principles When Writing a Sales Script

Even though there are no rules per se when developing scripts, there are two principles, knowing which significantly increases the chances of success.

1. Initiative

In any conversation, there is always someone who leads the conversation and someone who follows. As a rule, the initiative in a conversation is always reserved for those who ask questions. Unfortunately, in most companies, a conversation between a manager and a client follows the pattern below. Please note that the conversation is incoming, when the client himself calls the company, and the manager initially has a stronger position.

Customer: Hello, hello!
Manager: Hello!
Customer:
Manager: 15,000 rubles.
Customer: How long does development take?
Manager: 1-2 weeks.
Customer: Do you give discounts?
Manager: Yes, when ordering more than 5 CP.
Customer: What if it doesn't work?
Manager: It's a risk, and it's always there.
Customer: Okay, thanks, I'll think about it and call you back if anything.
Manager: Yes, of course, call! All the best!

See? In this example, the conversation is completely controlled by the client because he is asking questions. Managers who talk like this never sell. They just sit on the shipment in the hope that the client will call and say:

And he told him like this:

- Take this!

And everyone seems to be fine. And it would be good if the manager worked in a monopoly company. But in practice there are many competitors, and such managers simply drain potential customers who could be “closed in a deal”. That's what sales scripts are written for.

A good specialist always seizes the initiative. If the manager is weak, then the interception of the initiative must be provided in the script. See how this is done in the same example.

Customer: Hello, hello!
Manager: Hello! How can I help you?
Customer: Tell me, how much does it cost to develop a commercial proposal?
Manager: Are you interested or have a commercial offer?
Customer: Umm... What's the difference?
Manager: Cold is when you send an offer in bulk. Hot - after a preliminary call. They differ in the principle of work, volume, price and terms. I can guide you more precisely. Tell us what you sell, to whom and how the sales process is being built now?
Customer: Well, we are a manufacturer selling gas silicate blocks. First, we call, we are asked for a commercial offer. We tried to draw up our own, but it does not work well, there are few contracts ...

In this example, the manager seizes the initiative and begins to establish rapport (an emotional connection) with the client. He begins to control the conversation and ask questions. With the help of questions, the manager gets to know the client better, his business and problems, which means that it is easier for him to advise something substantive, inspire trust and process objections (“expensive”, “I’ll think about it”, “I’m not sure if this will suit us”, “no money”, etc.).

It would seem that in both cases, both the client and the manager are the same, but how strikingly the dialogue is different, depending on whose hands the initiative is. If we ignore the topic of the conversation and pay attention to the initiative, then the conversation between a manager and a client is somewhat reminiscent of a game of table tennis. The one who has the initiative - he always plays on the offensive, and the one who does not have the initiative - is forced to play defense.

A scripted telephone conversation is somewhat reminiscent of table tennis. Whoever has the initiative is easier to win.

2. Consistency

This principle is very simple, but also very important. Many discount it, how much in vain. The essence of the principle is that you break down the conversation into simple stages, and track how effectively it flows from one to another. For example, a conversation might have the following stages.

1. Representation
2. Exit to (LPR)
3. Calling Interest
4. Getting the message across
5. Objection handling
6. Transfer to the next stage (Compred, meeting, presentation, etc.)

Managers often do not take into account the sequence and merge clients already at the stage of initial communication:

— Hello, hello! We offer wood at the price of XXX rubles per cubic meter. Interested?
- Not.
- Well, sorry then.

There are, of course, exceptions, and the sale "on the forehead" succeeds. But only when the manager immediately gets on the decision maker, and when the offer itself “on the forehead” is a strong one. For example, if the price is the lowest in the market. In other cases, the results are deplorable. On average, it is considered that the effectiveness of cold calling 2% is a very good result. Although, in my opinion, this is a total fiasco. Just imagine: 98 out of 100 potential customers say no. Tin.

When you build a conversation in sequence, you always know at what stage you are and where the main "drain" occurs. For example, if you successfully reached the decision maker, but he doesn’t even want to listen to you, then there was a failure at the stage of generating interest, and you need to correct the script. Or, even worse, if the manager can't bypass the secretary.

In any case, it is very important to know at what stage of the sequence there are problems, and how critical they are. Then they can be easily removed. To track the effectiveness of promotion, you can enter KPI, which is calculated using a simple formula: divide the number of stage closures by the number of conversations and multiply by 100%.

Progress of a telephone conversation on a sales script.

Another important point: when you have written a script and are testing it, it is important that the statistical sample is reliable.

Reliable sampling when testing a sales script is making enough calls to be able to judge statistical patterns. For example, if you made 1 call and received 1 consent, this does not mean at all that the effectiveness of your script is 100%. Although the numbers all agree.

In each case, a reliable sample is different. You need to look individually. For example, in a mass market, 300-500 calls may be required, while in complex B2B markets, where potential customers can be counted on the fingers, each call is worth its weight in gold.

And one more important point. When testing a sequence of scripts, it is extremely important to get as much feedback as possible. I had a case when the script worked perfectly in the niche of selling PVC windows, but failed miserably in the niche of selling spare parts for special equipment. And the reason for the failure was identified only thanks to the feedback (hidden in the specifics of processing applications).

Default Factors

It is believed that if a potential client calls you himself, then he is already initially interested in your goods or services. It's in theory. In practice, everything is different. Therefore, when developing scripts, copywriters, as a rule, proceed from the “axiom of the worst evil”. Sounds creepy, but don't be scared. In other words, we script based on the worst-case scenario of the conversation. So to speak, so that there are no disappointments. On the other hand, if the conversation does not go according to the worst scenario, we are better off, the task is simplified! The worst scenarios can be described like this.

For incoming calls:

• The client is rather not interested in our products and in us as a seller.
• The client does not trust us. Moreover, he has no reason to trust us until we prove otherwise.
• The client is not going to buy anything from us.
• The client is skeptical or even hostile to everything we say until we win him over.
• The client trusts competitors more than us.
• The client intends to buy from a competitor, and calls us to once again make sure that his decision is correct.
• The client does not exclude manipulation by us for his own purposes, for example, to bring down the price or “push through” the current supplier.

For outgoing calls or meetings:

• The client does not know us and can perfectly live without us for at least 100 years.
• The client does not need our goods and services, and he is not going to buy from us until we convince him otherwise.
• The client is now completely uncomfortable to talk.
• The client does not want to listen to us, he is not interested in what we want to tell him, until we prove the opposite.
• The client does not believe a single word of ours.
• The client is convinced that cold calls are intended to “suck in”, and therefore initially builds protection against any of our proposals.

In a word, we develop a script based on the worst psychotype of the client and the worst circumstances. If we solve a problem even in such harsh conditions, then we solve it even more so in simpler situations.

I remember when I developed scripts for one client and implemented it in the sales department, the managers were ready to kill me on the spot. Such an inadequate bastard had to be in simulated calls. But then, in practice, real sales were given much easier. At the same time, I was honestly told that they had never met such inadequate clients. However, I'm still convinced that it's better to play it safe, and hard in teaching - easy in battle.

Ready-made templates, samples and examples of sales scripts

There is one common misconception. Many business representatives believe that it is possible to develop one ideal script (download, buy - necessary - underline), and then adapt it to any niche. Just know - change the name of the company and the name of the decision maker and, voila! Everything works - the principles are the same, and speech modules, therefore, too. And this seems to be true ... But, again, only in theory. In practice, everything is different.

A little higher, I already told you about how the same script worked brilliantly in one niche and failed miserably in another. And this is far from an isolated case. The fact is that every business has its own specifics. And, yes, if companies are similar in type and business processes, then the same script can work well both there and there (which does not cancel testing). However, for this you need to know where, what and how it works.

Yes, you can find ready-made samples, templates and sample scripts on the Internet. You can even download them for free. They are positioned as universal, but with blind copying, without adaptation, they are usually useless. For two reasons.

Reason #1: They don't take into account the specifics of the business

When you start selling over the phone or at a meeting, the person on the other end of the line always sees whether you are in the subject or not. If you are not prepared, then at best you will be told where your gaps are. At worst, they will point the way in a direction that is not entirely censored.

Reason number 2: they do not take into account the specifics of the target audience

An illustrative example. Very often, the beginning of a conversation in scripts is based on the principles of SPIN selling. This is when four types of questions are asked in sequence:

1. situational, allow you to determine the current state of affairs (for example, “ Do you provide contextual advertising?”)
2. Distressed, reveal the urgency of the problem (for example, “ Does it happen that customers click on your budget?”)
3. extracting, intensify the scale of the problem, “put pressure on the corn” (e.g. “ And how much money do you lose on such clicks per month?”)
4. Guides, associate the solution of the problem with what we offer (“ Do you want to protect yourself from clicks and loss of money?”)

So. In some niches, this scheme is used with a bang. But try to apply it when communicating with suppliers who make purchases on the exchange. Learn a lot about yourself. Therefore, templates can be used, but it is imperative to adapt to the niche, target audience and the specifics of a particular business. Plus, always remember the sequence. As a rule, it is not described in script templates.

Information for writing a script

Good preparation is half the battle. And here is the good news. Most of the work is already behind you if you have done the basic marketing analysis that I have already written about. You “sew” all this data into the script, and the more factual information you have on hand, the stronger the script.

Just in case, I will give here again a mind map. Use it to structure the data you have. At the same time, remember that the more you know about the business of a potential client, the more chances you have to hook him.

Mind map of basic marketing analysis for writing a sales script (click to enlarge).

How to write a sales script: examples in practice

I have been looking for a scripting solution for a very long time. There was a time, I drew such block diagrams.

An example of a block design of a telephone sales script

But such a solution was completely unsuitable for large projects, where the scheme was inflated to several A0 papers, and the connections in it could confuse even a seasoned Stakhanovist spider. In a word, at first glance everything looked quite impressive and expensive, but in practice it was extremely inconvenient to use it.

There was a time when I used the Axure system to create interactive HTML scripts. I uploaded these scripts to my secret server, and everything seemed to be convenient and visual for the client. If not for one big “BUT”. Scripts in this format were very time-consuming in terms of development. And I am silent about making changes to them. Even though I mastered all the master layers, the work of creating the interactive model itself was laborious and thankless. Plus, it was easy to get confused, and there was no autosave. And if you forget to renew hosting, then ... In a word, it is also not the best option.

HTML script snippet

Finally, as an option, there are special services. They are also called SaaS platforms ( S ite a s a S service). But I do not trust such services. Firstly, the client pays the money, and I most often sign an NDA (Non-disclosure agreement - a non-disclosure agreement). And if the service leaks, and no SaaS system is immune from this, then I could have problems. In addition, any service may also be unavailable, become a victim of a hacker attack, etc. Plus, not all services are ideal in terms of usability. In a word, there were also some nuances here, so I also refused this option.

And quite by accident somewhere (I don’t remember where) I spied on the ideal (in my opinion) option. It can be easily implemented in regular MS Word, Google Docs or any other text editor. The point is this.

You are drawing a table with two columns. In the left column, write a replica of what the manager says. In the right - possible answers or objections of the interlocutor. All objections are made in the form of links. Links lead to anchors. Anchors are subheadings in the left column.

Example phone sales script snippet in Google Docs.

For example, I have block A001, and the secretary's remark “On what issue” leads to it? To set an anchor, simply highlight the subheading and give it a Heading 2 style, for example (if using Google Docs). By analogy, you can do it in MS Word.

If you insert a table of contents at the beginning of the script, you will get a rubricator of all possible replicas and objections of a potential client. It's great, right? And just.

Finally, as you have already noticed, I have each replica numbered with an alphabetic and numeric index. Plus, there is a multi-colored filling of the fields. This is done in order to break the script into stages of the sequence. For example, the first stage I have is a bypass of the secretary. Therefore, I number all the manager's lines in this step as A (A001, A002, A003, etc.) and mark them in sky blue to quickly find the right step in the document.

In doing so, note that each stage of the script sequence has its own specific task. And a specific criterion for the fulfillment of this task. For example, in the case of bypassing the secretary, your task is to reach the decision maker, and not “inform the secretary”, “get acquainted”, “clarify the data”, “tell about the company”, etc. And the criterion here is either we have left and we can communicate with the decision maker, or not. There is no third.

The same is true when talking with the LPR. Your task is to solve a specific problem in your sequence - to move a person to the next stage. And that's all. No more, no less. For example, if after communication you have to send a commercial offer, then only the consent of the decision maker to send him a CP matters. Everything else (“we met”, “talked”, “discussed”, etc.) is considered a failure in the sales funnel and requires mandatory adjustment of the script.

Summary

As I said before, anyone can write a sales script. And each person does it on a non-profit basis. A single copywriting rule also applies here: the more scripts you write and test in practice, the more powerful they come out for you. In addition, it is important to understand that there are no perfect scripts the first time. Any script, one way or another, needs to be polished and corrected after launch based on feedback from managers and clients. Plus, it is important to understand that as testing progresses, more and more objections will appear, which also need to be added to the script. But how to process these objections and select the replicas for the scripts themselves, I will tell you in one of the subsequent articles. Subscribe to blog updates so you don't miss anything.

And remember: you will succeed!

To avoid objection:

• from the beginning of the conversation, try not to give reasons for objections, ask more, be interested in the situation of the interlocutor, his concerns, which can be solved thanks to the product or service you offer;
• if an objection has been raised, it is necessary to answer them easily, causing the interlocutor to be interested in continuing the conversation.

To the client’s answer: “We already have everything,” you can answer: “I understand that you do not want to change anything, everything is debugged and works great for you. But we will be able to make an offer for your company that will be profitable, because new is development.” Video - how to deal with objections: How to make an appointment Having worked through the objections, it is necessary to end the call with an appointment, which is the main goal of the first cold call.

Building a telephone conversation with a sales manager

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”).

1. 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 Greeting Introductory phrase: good afternoon (evening, morning) “Interlocutor's name” Introduction We give our first and last name Clarifying questions and introducing the product Do you use communication services from our company “name”? Now we have a new offer, for regular customers it will cost twice as much.

Conversation scheme for cold calls to clients

A script is a script for a dialogue between a sales manager and a client, designed to increase 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 your business. 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.

5 stages of telephone sales, or how to write a call script correctly?

You can offer several options for the time so that the client does not have an alternative - to meet or not. You should also clarify the nuances:

• date and time;
• a place;
• meeting participants;
• discuss the purpose of the meeting;
• receive confirmation from the client.

At the end of the conversation, you need to leave your contact phone number, once again talk about the meeting and say goodbye on a positive note.

Cold Call Scripts A call script is a pre-thought-out or pre-programmed sequence of a conversation with a client, installed in a company. It is convenient to use ready-made modules during the initial call to the client.
Distinguish between rigid and flexible scripts. Video - 24 tips on how to create your own cold calling script (part 1): Rigid - used when selling a simple product, where there are not many options for customer responses.

8 basic rules when communicating with a client on the phone

There are three parts to this stage:

• corporate greeting
• Acquaintance
• Calling Interest

The essence of the greeting is clear: the interlocutor needs to know who you are, where you are from and why you are calling at all. The essence of dating: you need to clarify the name in order to understand whether you got there at all and how you can contact a person.

The essence of the call of interest: to make sure that the interlocutor gives you a chance to talk about his offer. It is necessary to ask a question that will arouse interest, or at least not make you want to hang up.

Attention

And, of course, it is important to set a time limit. It is important to have a conscience! Don't ramble on about your product without knowing if the person even has time to discuss it. It is better to ask, to be refused and offer to call back, than not to ask and be sent away for a long time.

Experts recommend avoiding questions that can be answered "no".

Phone Sales Scripts - Techniques, Examples and Templates for Effective Calls

Important

Such a script does not require a lot of knowledge and skills from the operator. Flexible - used for complex products that involve ambiguous offers.

Such scripts require managers to be creative and prepared. Video - 24 tips on how to create your own cold calling script (part 2): When developing a script, it is necessary to take into account the specifics of the industry, the peculiarity of customers.

Standard familiar phrases annoy people, cause rejection, so you should develop a unique script that is different from other organizations, which will arouse the opponent's interest. How to organize: full-time managers or a call center An entrepreneur may face the question - what is better to organize: cold calls on the basis of his organization and include them in the functionality of his managers or provide a call to the call center.

Telephone Marketing: The Secret to Successful Telephone Sales

Cold calls in Russia are more often used in the following business areas:

• forwarding companies - advertising rarely works, and customers are scattered throughout the country and abroad, there is no possibility of a personal meeting;
• advertising agencies, magazines, print publishers - use calls to find new advertisers;
• manufacturing companies selling goods for business - to find new markets, expand the customer base;
• wholesale companies selling goods for organizations;
• real estate agencies - for the purpose of selling commercial real estate.

Conversation scheme In order for a cold call to be successful and give the desired result, you should prepare in advance for the conversation and draw up an approximate scheme.

Sales manager conversation scripts: development algorithm, examples

This is the so-called batch method, the basis of time management. By adjusting the sizes of your packets, you can increase your productivity.

The brain takes time and some effort to switch to a new activity. Using the principle of working in “packages”, you will seriously make your life easier and increase productivity, and hence your income.

Mistake #6 – Not handling objections. After you've worked at least two days selling a product over the phone, you already know the list of standard excuses that customers give you. Those who have been in sales can pick up a pen right now and write down one or two standard excuses that you use to get rejected when you offer your product.

This page contains examples of real cold calls with potential customers in order to offer various products and services.

An example of a cold call for the sale of complex website promotion services. Result: A call from a specialist.

An example of a cold call for the sale of glass and mirror processing services. Handling the "Your prices are MUCH more" objection. Handling the objection “There is no time. Busy". Result: A call from a specialist ..

An example of a cold call to sell a fitness club card to an individual. Handling the "I don't want to exercise" objection. Result: Meeting

An example of a cold call for the sale of orthopedic mattresses. Handling objections "Working with others", "Recession in the economy", "Send an offer". Result: meeting.

An example of a cold call for the sale of custom tailoring services for classic suits. Handling the objection “Now it’s not interesting”, “I’m buying in a store”, “I need to think. Result: A call from a specialist.

An example of a cold call for the sale of groupage cargo delivery services from China and Europe. Handling the “Working with Others” Objection. Bright presentation of benefits and... Result: Meeting.

An example of a cold call for the sale of silk screen printing services. Handling the "Submit an offer" objection. A story about the advantages of the company and its services. Handling the "Submit Proposal 2" objection. Result: A call from a specialist.

An example of a cold call for the sale of children's hats. The call manager fought to the end! Handling objections “We don’t need anything”, “We work with others”, “Expensive”. Result: A call from a specialist.

An example of a cold call to sell a platform for creating mobile applications. Handling the "We don't need anything" objection. Bright presentation of benefits and… Result: Meeting

Examples of real cold calls using scripts. Base of cold calls.

Cold calls. Sale of insurance products. Cold selling over the phone

An example of a cold call to sell a customer loyalty service. Bypassing the objection of the secretary “Send an offer”, access to the decision maker, processing the objections of the decision maker “Not interested yet”

An example of a cold call for the sale of a public procurement support service. Bypassing the objection “We do not work with government tenders”

An example of a cold call for the sale of orthopedic mattresses. Bypassing the "I'll call you back" objection

An example of a cold call for the sale of Bitrix24 CRM. Bypassing the “Submit Offer” Objection and Trying to Explain Competitive Advantage

An example of a cold call for the sale of a loan co-financing service. A detailed, professional explanation of the essence of the service, usually performed only by a specialist. In this call, the explanation is performed by the call manager according to the script.

An example of a cold call for the sale of orthopedic mattresses. Bypassing the objections “I see no reason to work with you”, “And there are so many suppliers”. Clarification of the client's profile

An example of a cold call to sell visual aids and educational equipment to schools. Bypassing “No money/No budget” objections.

An example of a cold call for the sale of a surge protection device. Bypassing the "Nothing Needed" Objection.

An example of a cold call to find a dealer for the sale of medical equipment and medical equipment

An example of a cold call for the sale of a surge protection device. Director: “If in the sense that the direction is to develop ...” The call is simple, but positive!

An example of a cold call for the sale of a public procurement support service. Conducted since October, called in November. Always “don’t” Call in November “Can’t we do it ourselves”:

call in December. Client portrait. Meeting with a specialist:

An example of a cold call for the sale of an Internet service for transport companies. Bypassing the objection “We do not connect with the manager”, “Send info materials”, clarifying the portrait of the client and scheduling a meeting!

An example of a cold call to sell visual aids and educational equipment to schools. Bypassing “No money/No budget” objections. An appointment with a specialist!

An example of a cold call for the sale of property security services. Bypassing the “No time for a meeting” objection. The meeting is set!

An example of a cold call for the sale of security protection with sliding bars. Handling the “Working with Others” Objection. Clarification of the client's profile. The meeting is set!

An example of a cold call for the sale of the service “Transferring a car to gas”. Processing of the objection “Don’t”, “Car under warranty”, clarification of the client’s profile, invitation for diagnostics.

An example of a cold call for the sale of services for welding and installation of plastic pipes. Presentation and immediate meeting. Clarification of the client's profile.

An example of a cold call for the sale of a power cable. Handling objections "Nothing is needed", "Give a specific price", Meeting, Clarification of the client's portrait!

An example of a cold call for the sale of Ayurvedic herbal complexes. Handling “Don’t” Objections, Meeting!

An example of a cold call for the sale of the service of organizing a chess circle in children's institutions. Immediate meeting with a specialist

An example of a cold call for the sale of spices and dried vegetables. Meeting right away.

An example of a cold call for the sale of complex website promotion services. Call of a specialist

An example of another cold call for the sale of complex website promotion services. Call of a specialist

An example of a cold call for the sale of services for the sale of security and video surveillance systems. Meeting with a specialist

The main feature of cold calls is that during the conversation it is necessary to interest the client in the service. That is, a service may be of interest to a person, but the manager needs to try hard to move on to discussing it.

Cold calls are called because potential customers may be interested in the services offered to them only theoretically and the manager needs to correctly describe the benefits of the offer. Many people listen to offers from various companies every day, so they treat each new call “coldly”.

During a call, several approaches can be used:

• using a standard dialogue template;
• presentation of the company offering the service at the very beginning of the conversation;
• careful preparation before the conversation.

People who deal with these types of calls all the time are able to identify them from the first words and end the conversation before the next manager can talk about the offer.

Examples of cold calls and the rules for scheduling a meeting with a client are in this video:

What are the benefits of cold calling

Sales professionals are required to make a certain number of cold calls daily. Their amount may vary depending on the salary. Such calls have several features:

1. duration of preparation. For the call to be effective, the manager needs to carefully consider the scenario of the conversation and possible scenarios.
2. Analysis of results. After the call is made, its effectiveness is evaluated and customers are entered into the database. If the client is interested, a commercial offer is sent to him.
3. Variety of scenarios. Cold calls are often made according to a pattern, and unexpected questions from the caller can lead to a loss of control over the course of the conversation. That is why it is important to prepare for various options.

Since such calls are ineffective, more than 80 calls are made during the working day.

Advantages and disadvantages of cold calling

Usually the seller already has a certain customer base that he is going to call. The purpose of the calls can be either a sale or a survey. There are several disadvantages of organizing sales with the help of cold calls:

• employees of companies who may be interested in the offer do not wait for any calls, so there is no desire to answer them;
• due to the large number of incoming offers, many company employees automatically refuse or end the conversation at the very beginning;
• in the absence of experience and skills in talking with customers, a sales specialist will cause dissatisfaction with every potential client;
• in order for such work to be effective, additional spending on staff training and its competent selection is necessary;
• negative attitude towards the work of employees who make cold calls.

But, despite the described disadvantages, cold calls are an effective way to make sales. This is because talking on the phone is more effective than emailing or handing out flyers.

At the same time, the chance of organizing a personal meeting increases many times over. The benefits of using cold calling include an increased chance of a sale if the seller is competent.

What determines the effectiveness of the method

The conditions affecting sales efficiency when using the described method include:

1. Client base. To make effective calls, a salesperson must have information such as the customer's name, the company they represent, and their past purchases. This is important for scheduling a future conversation.
2. A script that is a template through which a sales specialist conducts a conversation with customers. It is the script that allows you to turn a manager into an employee who effectively sells a certain product. If it is compiled incorrectly, even a diligent employee will not be able to attract customers. A script is not effective unless it is written for a particular business. However, it must be designed for a specific audience. Also, the template should not strictly regulate the conversation scenario.
3. Skills and personality traits of a manager. A lot depends on the personality of the salesperson. He needs to have the skills to communicate with different people, as this greatly increases the chances of a successful sale. This is due to the fact that in the absence of a prepared answer to the question posed by the client, communication skill helps to continue the conversation. In addition, the manager must be stress-resistant, as conflict situations may arise during the conversation. Creativity is also a necessary quality for a sales professional.
4. Call efficiency analysis. Such actions allow you to increase the effectiveness of telemarketing.
5. Call duration. Since the goal is to work with corporate buyers, the conversation should last at least 3 minutes.

To analyze calls, several methods are used. One of them is to listen to the recorded conversations and give ratings to each sales person.

How to make a cold call effective?

During listening, the conversation is divided into several stages. Greetings, acquaintance with the client, clarification of circumstances, presentation of goods and farewell are evaluated.

The performance of the salesperson is also assessed. Of great importance is the number of calls made per day. The average number of calls from managers should be about 100. If their number is less than 80, this should be a cause for concern.

How to improve the effectiveness of a cold call

It is also important to periodically change the sales script. If most of the conversations are interrupted at a certain point, this one says that you need to change the script in this part.

Another way to increase sales efficiency is to implement a CRM system that can be linked to telephony. Thanks to this, it is easy to track the time spent on a conversation with a client. In this case, you can see who made the transaction.

Another condition for improving work efficiency is the training of managers. Employees should not just read out the script, but be able to improvise and speak confidently with customers.

Script algorithm

Before the call is scripted:

• determining the purpose of the call to the client;
• finding a way to bypass the secretary;
• access to a person who can make a decision;
• determining the needs of a potential client;
• product description;
• handling objections. You will learn how to work with objections in sales;
• closing a call.

What are clients and how they work in practice, you can read the link.

Target definition is the key point of the script. The goal may be to update the database, offer a service or make an appointment. In addition, during the call, a commercial offer or information about any changes may take place.

The next step is to bypass the secretary. It is important that the passage is close to the target of the call. If the goal is to offer a product, the manager should introduce himself and ask who is responsible for purchasing equipment for the company.

This is followed by an exit to the decision maker. After the secretary switches to the next employee, it is important to find out if he is the one who makes the decisions.

During the diagnosis of the potential of the client, it is determined whether he needs the proposed service or product. This is necessary in order to determine the quantity of goods that can be purchased, as well as the timing. Thanks to this, time is not wasted on empty talk.

After determining the degree of interest in a particular client, you need to understand how to interest him. An example is the question of what kind of equipment is missing at the enterprise or what devices would like to be added.

You can find out what hot calls are, how effective they are, and how they differ from cold calls.

What to say and not to say during a call?

When handling objections, focus on the purpose of the call. If the decision maker says that they are not interested in attending a forum, for example, it is necessary to point out opportunities that the client does not see.

Closing the call is also an important step, because even with the consent of the client, you need to agree on the next action. The end of the call might be to ask when you can set up a meeting to discuss the proposal in more detail.

Cold calling is one of the most effective ways to attract new customers, but the result is more dependent on the skills of the manager. That is why before applying this method, it is necessary to correctly select personnel.

What are cold calls and how to make them effective - see here: