I still remember when I got into outside sales in the calculator business (1977. They cost money then (smile)). We had a verbatim demonstration that, on paper, started out "Thank you Mr. Prospect". Invariably a new trainee would start his presentation in exactly that way and end up looking for a rock to crawl under (smile).

 

Scripts? Well, I`ve never been much for scripts other than they are an effective tool to make sure that you cover the necessary points. They are a learning device. With practice, they become far less restrictive and melt into something you can call your own. Having a presentation pre-planned, ideally, should give you the ability to address concerns that come up during your talk and then return to where you left off without missing much of a beat. But, a script is a script is a script. I`m big on planning and having goals and benefits outlined beforehand but very low on scripts.

 

More importantly, perhaps, is the question of what you are really wanting to accomplish with this phone call? Me...it has always been to secure a face to face meeting. As such, I rarely if ever sell over the phone. Rather, it is more along the lines of "I`ve got this widget that a lot of people are real excited about. I have no idea of whether or not it would work for you but would it be worth 15 minutes of your time, in person, to find out?" Of course, I have already done a measure of pre-qualification on this prospect.

 

Now, if you have to sell over the phone, obviously this just isn`t going to work. Once again, have a sheet of major points and accompanied benefits that you want to stress. As others have said, make it "conversational". Allow the client to interact and ask questions. Make that encourage them to ask questions as these are generally buying signs. And, give them an opportunity to opt in or opt out. Nothing fries me worse than when I answer the phone somebody launches into a sales pitch without so much as a "howdy do". If they ask my permission to make a short pitch, I usually grant it. And then I hang up (smile). Joking. Joking.

 

Good luck and hope this helps!

 

Craig

 

Chris,

 

We`ve tried both scripted and non-scripted calls. For us, it turned out the best calls/best appointment getters were "Script-Lite"...a vague outline with a key point or two. We`d make our quick point and then listen to the prospect, and respond accordingly.

 

We`ve found it`s much easier to try and strike up a converesation that way, and more relaxing for both parties.

 

Best of luck. Cold calls are a gut check.

 

-Eric

Chris,

 

Ah ha! Well, in that case...don`t need much of a script (smile). I`m kind of old school. I try not to be too threatening and when they pick up the phone and you get right into a script...well...I`m threatened (smile). You might try something like this: "Hi, this is Chris calling from Gonik. We provide multimedia graphic, web and print design to a lot of companies like yourself. I don`t know whether or not you might benefit from our services but would it be alright if I sent you some information and got back with you later to discuss?" Sending information is not threatening, they know that, and they have now relaxed (smile). I have rarely if ever have anybody tell me "no". More often, they might ask you to explain a little more about what it is you are sending. Once again, just rattling off a list of key points is generally fruitless. Instead, you might say something like "Gee, I don`t know a whole lot about you folks. Can you tell me a little bit about your business and how you do things now?" Now, if your goal is to get that marketing piece in front of them before you go into specifics, you have to be careful about not telling them so much that they think they have already heard about everything that you are going to send them. So..."You know, Mr. Prospect (smile), the materials I am sending you will give you a lot of ideas about the services we can discuss. If I could verify your address, I will put that right into cyber or snail mail, give you a few days to review, and then would it be ok if I got back with you next Tuesday?". End of story. On to your next victim (smile).

 

Take care!

 

Craig

Chris,

 

Good luck!  Let me know how it works. I`ve never tried it (smile). Joking. Joking. Work the words around and "make it your own".

 

Craig

 

Mary Kay, you are correct; and supporting my point exactly. I used the Coke example to exaggerate my philosophy - not to be taken literally. And my comments are based upon pure business motives and usually towards the professional services arena or larger buying decisions (more than a few pennies). But here is the kicker:

 

"Behind every business decision is a personal motive!"

Logic causes people to think, emotion enables them to act.

Your first two points are good fun and we have all done it, but really that is not "business" as we are discussing it here.

The third point though is excellent.

The salesperson knows that you want the vehicle, you have just agreed to purchase it (or are extremely close), and he has exstablished at least some level of rapport with you. Now he is appealing to your emotional side of protecting your investment. He cannot sell you the options, if you don`t want to purchase the vehicle!

How many times have you decided that you need a new dress for that formal ball, and walked out with the shoes, handbag and necklace to match?

The purchase of those extras would not have been possible if you didn`t want to buy the dress.

 

... Maybe I was a little too subtle with my post before.

Rgds,

Ric