Writing sales scripts over the phone. Ready-made sales scripts: templates for cold calling. Algorithm for creating a sales script

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Many small businesses, when selling their goods or services, use scripts - variable conversation scenarios with a client, which spell out what the seller should say depending on the interlocutor’s answers or objections. Some companies create scripts in-house, while others order them from professionals. Alexander Shikinov, Sales Director of Mango Telecom, spoke in his column about how to successfully work with scripts.

39 years old, company sales director "Mango Telecom"- leader Russian market virtual PBX. Graduated from Vladimirsky State University. In 2001–2010, he worked at the Runa company (one of the largest players in the field of legal consulting), where he worked his way up from line manager to head of the sales department. In 2011, he began working at Mango Telecom as head of the sales department. In current position since 2013.

Rule one:
the script must be written by a professional

Small companies often face a situation where scripts for sales managers are written not by the person who communicates more with clients, but by the one who knows the product or service better. The result is a design that is not very viable. Because it is not based on the practice of real negotiations.

It is more advisable to entrust the creation of a script to someone who works directly with customers and knows what these people say when they are approached with a specific proposal, what they object to and how, what explanations they will understand and which they will not, and so on.

Rule two: the script must help
at all stages of sale

Be it just preparation for the sale (greeting or “diagnosis”) or directly offering a product or service. Even at a “low start” - at the very beginning of the conversation - the seller must clearly understand where to start the conversation and what may arouse the interest of a particular client.

When working with a script, it will help to create a kind of “client card” containing the most complete information about the client. Naturally, the seller should immediately be prepared for a quick refusal. And a good script will help you find an answer to almost any objection from a client who believes that a given product or service is not suitable for him.

Rule three:
the most important thing in a script is how they work with it

If the script was simply distributed to sellers and was not explained how to use it, this is the wrong approach. The manager must have a clear understanding that his task is not to learn lines by heart and give them to the client “automatically.” A script is a structure, not literature. The script is like a map of the area you need to go through. When a salesperson simply reads a script to a client, the client feels it.

The script will work effectively only if the manager speaks himself, “without a piece of paper.” That is, at any given moment, he clearly understands what stage of the negotiations he is at, sees what separates him from the goal, and chooses the words that fit best. Naturally, within the framework of the script.

If the script says “What doesn’t suit you about the current solution?”, and the seller changes the words in this question and asks it a little differently, based on the general style of conversation with a specific client (for example, “What is it that doesn’t suit you now?” ) - this is just good and correct.

Rule four:
script execution must be controlled

Unfortunately, over time, sellers begin to move away from the script. The script is well known to them, repeated hundreds of times and flies off their teeth. Therefore, it becomes a little boring and an illusion appears that the manager already knows the sales technology better than some distant and unknown script compiler. And this is where everything can go wrong.

Therefore, you must constantly monitor the execution of the script. If you are working with a script designer, it is better to choose one that allows you to compare a given conversation script with a recording. This way you will immediately understand which fragment of the conversation recording needs to be played back, and control will take much less time than regular selective listening.

Rule five: a script is a “living organism”
which can and should be corrected

Sooner or later, any script, even one purchased from professionals, will need to be modified. If at some point in one of its “branches” the client began to “leave” in 80% of cases, then the script needs to be urgently corrected.

It is advisable to involve ordinary sellers in this work. Those “in the field” will help you not to miss important details. In addition, in this way the “sales people” will also begin to feel involved in the process, and will not then perceive the scripts as something handed down to them from above.

One of the main ingredients good sales This is a quality script. Despite the fact that most companies work with different target audiences and sell completely different products and services, the rules of communication are the same for everyone. Most companies undertake to make scripts themselves and after managers do not produce results they come to the conclusion that the managers or the product are bad, but, often, the problem is precisely in the script. Today we will give an example of a universal script template that fits most projects. When used correctly, conversion can increase significantly.

1) Secretary bypass block

In our company, we have a rule by which you can instantly determine the quality of a script. If a secretary bypass block is specified in the script, the script is bad. It's simple - to get around the secretary, you can't be a salesman. If you start explaining to the secretary all the benefits of your product, you have lost. The secretary, who receives 137 calls every day, has his own laconic script: “Thank you. All offers are sent to the email address indicated on the website.” If management needs to buy something, the secretary looks for it himself. He doesn’t care at all what benefits you bring and what benefits you promise. So just look for a way not to lie, but also not to show your intentions to sell. Break the pattern in any way until you are sure that you are communicating with the decision maker* (decision maker).

Example: Selling our sales outsourcing services

Manager: - Hello, hello. Secretary: - Hello, Prostonyashino company, how can I help you? Manager: - You have a vacancy at HeadHuntere. Position sales manager. With whom can I clarify the terms of employment? Secretary: - Just a second, I’m connecting.

They bypassed the system, hacked the password, ours are in the enemy camp.

2) Greeting

Manager: - Good afternoon, *COMPANY NAME*, *MANAGER NAME*. How can I contact you? Possible decision maker: - Valery. Manager: - Tell me, are you responsible in the company for *insert what you need* Confirmed decision maker: - Yes, what did you want?

It is very important in the first seconds to confirm that the decision maker is the decision maker and find out his name. Otherwise, at the end, when contact has been established and he agrees to cooperate, it will be awkward to ask.

3) Confirm demand and determine if there is a problem

It is necessary to confirm the demand, and not to convey the supply. Even before you start offering something, you need to block the person’s access to the opportunity to refuse and establish primary contact with him. All this must be done exclusively by ASKING QUESTIONS. The questions should be simple, to which you know the only possible answer is yes. You need to confirm with the person that he needs your product that solves his problem. 2-3 questions are enough, the first of which is from “Captain Obvious”.

Example when selling a pen:

Manager: - Tell me, do you write with a pen? Decision maker: - Yes. Manager: - Do you write with a pen quite often or occasionally? Decision maker: - Often, what do you want to offer? Manager: - If you write with a pen, it means you have it periodically runs out, and you need to go and buy a new one? Decision maker: - Right, what did you want?

I think everything is clear here, but for those who don’t, call us and we’ll explain)

4) Offer a solution to the problem

Based on the questions, you smoothly move on to the essence of the proposal that helps solve the problem, the presence of which the person has already confirmed. No one will ever admit that they lied, so your interlocutor can no longer deny the fact that they need to solve the problem. This means that the proposal will not face the objection “we don’t need anything” and you will be listened to. The main thing to remember here is that brevity is the sister of talent. So your proposal should be as short as possible and explain exactly how it solves the problem. You can read more about how to properly prepare a proposal in ours.

5) Promotion/special. offer

To make an offer effective here and now, use leverage. Classic examples work well here: the opportunity to try a product before paying, a 50% discount valid for only a couple of days, etc. By creating urgency and limiting time, we speed up decision making, otherwise it could drag on for a long time, and we really don’t want that.

A similar technique was actively used on landing pages, installing stock counters (and some people still install them), but lately this has hardly worked on landing pages.

6) Re-confirmation of demand

It is necessary to remind the decision maker of his own words. The fact that at the beginning of the conversation he himself confirmed the existence of a problem now gives us a serious trump card. You ask the same questions again and get the same answers again. In fact, you are forcing him to admit that he needs what you offered him.

If in point 3 we asked questions about interest in purchasing at a better price and they confirmed it to us. Then, after announcing the action, we ask something like this:

“You said that you were interested in better purchasing conditions, right?”

Think at your leisure how you would “dodge” such a phrase and offer something of your own.

7) Dealing with objections

The last window through which a client can get out is working with objections. Model all the nuances and prescribe answers to the client’s possible questions to the manager in advance. This part depends solely on knowledge of the hardware and on the manager having the right arguments.

8) Manager

Even the best offer aimed at a specific target audience may not bring any results if the manager does not know how to present it correctly. If you want to kill a beast, you need a hunter, not a shepherd. One competent salesperson will bring you more profit than 10 students working for results. You can raise a professional, but it requires effort, money and time. Or you can hire someone who is ready to outsource. Here you choose between what you really want - save more or earn more;)

And finally, an example of a complete script for cold calling and offering services to our company (forgive me those who do not like the text formatting, the functionality here is far from Word):

Secretary's rounds

Good afternoon I found an advertisement on the Internet for a vacancy for a sales manager. Who can you talk to about the vacancy and clarify the terms of employment?

Switches to decision maker

Good afternoon, my name is Konstantin, Seurus company. How can I contact you?*

Client response

(It is necessary to confirm that his managers are not ideal. What can be better. At the same time, one cannot say that they are bad) Do you have sales managers? Do you think your sales managers are doing their best or can they do even better?

Client response

Would you like your sales managers to work for results? OUR COMPANY is engaged in hiring remote sales managers who are already trained and experienced in various products and services. Are you satisfied with the quality of your sales managers? Do your managers work for a salary or results?

Client response

We work on a balance payment system. 35,000 rubles balance, which is spent in three areas:

FIRST: Creating a database: that is, searching for companies from the target audience on the Internet 10-20 rubles. for contact. SECOND: Creation of a project 15,000 rubles. Writing a sales script, training a manager, identifying an effective target audience. THIRD: The result is a client interested in purchasing. That is, we find out from you who is a hot client and assign a reward for him. In the future, work is carried out exclusively for the result. No salaries or living expenses. Sales only. Only hardcore. If payment is received this month, we are ready to launch your project in 2 days.

Client response

You yourself said that you can sell better. We are ready to demonstrate this to you. Our managers are the best in their field and have extensive experience in this field. Let me send you the contract and you take a closer look at the conditions. Will I call you back tomorrow and answer all your questions?

Client consent

Work with objections

We have our own managers, everything suits us!

Everything is relative. Do you think that it is impossible to sell better than your managers and your company gets maximum profit?

My managers sell perfectly and profits are at their maximum!

Well let your managers handle the interested clients we bring! After all, they know your product in detail, and we will bring hot customers - ready to buy.

We have a specific product!

We sell everything: from website development to diesel generators! If we sold equipment for water utilities, then we can sell your product. The main thing for you is to confirm interest in your product. You can tell us about your product without us. Our task is to interest you!

How many calls can you make per day?

It all depends on the project! On average 100 calls, you yourself understand that selling honey is different from selling real estate.

If interest is confirmed, transfer the contact to a supervisor for further processing.

That's basically all! On the one hand, everything is simple, but on the other, it’s not quite) Don’t listen to “armchair experts,” and if you’re not sure whether you’re doing everything right, it’s better to call Seurus! - seurus.com

May profit be with you!

Good sales scriptsincrease the likelihood of successfully closing a deal by 80%, and the consequence is . We talk about the algorithm for their construction, give examples of effective scripts and show what IT solution will simplify the process of using, testing, changing and training managers.

Any sale is a communication with the client. And this process must be regulated, tested and preferably automated. For excellent sales, you need a conversation pattern - a sequence of questions/offers from the manager and possible responses from clients.

Why do you need sales scripts:

To achieve your goal - to sell a product or service.
To increase conversation into a deal
To gain experience in communicating with clients in your industry
To be ready to answer any questions from the client
So that sales do not depend on the mood or skills of a particular manager
To speed up the training process for new managers
To control the work of managers

Algorithm for creating a sales script

Step 1. Preparation

Purpose of the call . Depending on what you are selling, decide what action or reaction the manager should get from the client. Not all goods and services are sold immediately and over the phone. As a goal, you can achieve a visit to your office to explain the benefits in more detail or introduce the team. You can invite people to tour the properties if you are selling a property. You can invite a client to your webinar or conference. Or for starters, it will be enough for you to have him leave you an email and mobile phone number.

Client portrait. Determine who your target audience is: men/women, age, income, field of activity, involvement in social media etc. Next, evaluate whether this is the decision maker in the company or not, whether it is possible to reach the client directly or only through the secretary.

Research your competitors. Analyze how your competitors talk on the phone or in a store. Use the mystery shopping method to understand how they present the product, what benefits they highlight, how they respond to objections, and how they react to different words or actions. Pay attention to what techniques, tricks, and methods of persuasion they use.

Product knowledge . It is very important to clearly understand what product you are selling, what problems it solves, what advantages it has, how it differs from competitors, why your offer is unique, what types of product there are, and how much it can be adapted to each client.

For example, you are selling several real estate properties or apartments/houses with different layouts at once. Your managers must clearly understand which property may be better suited for a particular buyer. Having found out the composition of his family, the age of the children, the desire for infrastructure, proximity to the city center, he must know what is the best option to offer. And organize a viewing of the object that best meets the client’s requirements.

The freedom of action. Determine how flexible your sales script can be. There are businesses with strong work standards (banks, Insurance companies, telecommunications companies). Their managers usually offer a specific service. The script of their conversation does not allow them to take a step to the right or left.

But there is another approach. When you need to adapt to your interlocutor’s answers. There you need a “fish” of the sales script so that the manager does not deviate from the goal and does not forget to ask the most important questions. But at the same time, he has freedom in words and product offerings.

Step 2. Creating a script

An approach to writing a sales script.

Who and how can create a script:

Sales scripts: brief instructions

Let's briefly discuss the algorithm for creating a sales script. At the preparatory stage you should:

determine the purpose of the script - what result the employee should achieve with its help
clarify the portrait of the target audience, taking into account demographic, geographic and social factors
analyze competitors’ scripts using the “mystery shopping” technique
clearly know the product - characteristics, what problems it solves, what are the advantages and benefits for the client
agree on the flexibility of the script - how much the manager can deviate from the speech pattern and apply a creative approach.

The script can be written by a trainer or a specialized third-party company/freelancer. Use current experience - listen to calls, highlight selling phrases and stop words.

The classic sales scheme should be included in the script, that is, its structure should contain:

Performance
Determining the need
Presentation
Work with objections
Completion of the transaction.

Be sure to include emotions in the script, do not drag out the conversation, be sure to test the template, make adjustments to improve it.

How script automation affects business

Ekaterina Evdokimova
Director of the network of professional contact centers “7Time”, Yekaterinburg

The HyperScript service made it possible to make the work of one of our departments more efficient and effective. Due to the fact that everyone works according to uniform and always up-to-date sales scripts, we managed to almost double the speed and efficiency of processing customer databases. If earlier, for example, it took 14 days to make 50,000 productive calls, now the same work takes 7-10 days. In this regard, the number of orders that we can fulfill per month has increased.
In addition, if previously we spent an average of two days training a new employee on the nuances of the project, now one is enough to bring him up to speed.
With HyperScript, we've started bringing in remote operators for some of our projects. They do not have to come to the office; they also see all the changes online and can perform the assigned tasks efficiently.
We also increased customer loyalty to our company due to this wow effect. They often ask how quickly we can make changes to sales scripts: their product, prices, conditions, etc. have changed. We say we can do it in 5 minutes! Of course, this evokes only positive emotions.
growth of their income.
Managers are no longer afraid to close deals early on. If during the conversation they feel that the client is ready, they make the first attempt to complete the deal. And often it succeeds.

Among the advantages of Hyper Script, I would also mention integration with amoСRM. The script for a specific conversation is automatically included in the client’s card, which simplifies further work with it. Also, during a conversation, the manager can immediately fill in the client’s data in the body of the sales script, which will then automatically appear in the CRM.

Sales script: enable SPIN questions

The script needs to include speech patterns to identify or formulate needs. They can be created using the SPIN technique, which involves 4 types of questions that must be asked in a clear sequence.
Situational questions clarify details. Try not to tire the person with them.
Problematic questions – remind the client of his problem and focus attention.
Extractive questions - they intensify the problem, the “pain” of the buyer, reminding that if you don’t solve it, don’t get rid of it, it will only get worse.

Similar to guiding and eliciting questions is the “sales inquiry” technique. It can also be used when writing a script. Another technique that helps close a deal is the “conditional close.” In this case, the scripts include questions as if the payment issue has already been resolved: “how will you pay?”, “will we arrange delivery?” etc.

Why use ready-made scripts if you have a team of experienced managers?

What are sales scripts?

Because sooner or later newbies may appear without experience and skills in working with objections. And a script can help out a manager if he is confused, lost in thought and the client is about to lose his temper, but there is no time for thinking and improvisation.

The script is ready script on which you can build a dialogue with the client and get the expected result. Needed if you have regular telephone sales and a desire to increase the efficiency of calls.

What are the disadvantages

A script can limit a manager and be the reason why sales fail when it is written incorrectly or there is a strict attitude to follow only the written algorithm. A step left or right means execution. The script is an average universal solution, following which the likelihood of a positive outcome of the conversation is greater. But this is not a 100% guarantee. Having a script does not mean turning off your imagination and following only a memorized algorithm.

Managers often make mistakes when calling clients.

Poor presentation and lack of a clearly formulated proposal.

Transition to price without voicing the benefits of the product for the client’s needs.

Weak arguments in favor.

The goal of the conversation was not achieved. The manager answered the questions and made no attempt to engage the client (offer to send a CP, schedule a meeting).

If you have a ready-made template for calls, there is less chance of making a mistake.

Universal script for sales

The basic stages of any script are:

1. Establishing contact. Greeting + introduction

"Hello mMy name is Natalya, I am the manager of the company "N", we are engaged in the repair of industrial equipment. How can I contact you" (Semyon Semenovich). "Semyon Semyonovich, now is it convenient for you to talk to me for 3 minutes.”

2. Identifying needs or problems. "Tell me, what equipment do you use in your work? How often do breakdowns occur? How long does it take to eliminate them?

3. Product presentation with a focus on how it can help. " We offer... We give a guarantee... We fix it for free in case of repeated breakdown... Our specialists will come and do it at a time convenient for you...".

4. Answers to questions. Work with objections

" With us you will receive the additional advantage of...".

5. Target action. Sending a proposal, scheduling a meeting, arranging for the next call.

6. Ending the conversation."Thank you. Have a nice day".

If everything is done correctly at the problem identification stage, then the presentation of the product will not raise any objections.

For b2b, the script will be approximately the same, but a preparatory stage will be added

Collection of preliminary information. Search for the person responsible for procurement or decision-making + his email. If you can’t find it via the Internet, you can, for example, find out by calling the secretary: “Tell me how to correctly spell the manager’s full name...”, “We would like to send a personalized invitation to an industry exhibition for the full name, tell me which address is best.”

Sending a commercial proposal.

Call + visiting the secretary.

Example of an incoming call to a real estate agency (sales scripts for realtors)

If a client calls, the manager’s task is to demonstrate excellent knowledge of the product and its scope. The questions can be very diverse and you need to be prepared for them. If there is a script, it is easier to navigate. Scripts for real estate:

A: AN "May", good afternoon. My name is Svetlana. How can I help?

TO: Hello. I am interested in buying an apartment on Lenina, I found your ad on Avito. Is it still relevant?

A: How can I contact you?

TO: Leonid

A: Nice to meet you. Leonid, can you specify the advertisement number?

TO: 2#189324#67

A: Thank you. Apartment on Lenina, 14, 70 sq.m. On the 9th floor. It's like that?

TO: Yes.

A: The announcement is current. Do you have questions or want to watch it right away?

TO: Yes, tell me, are there meters installed there? Is there a telephone and internet? Is it possible to install an electric stove?

A: Yes, it's all there. There is already a gas stove, but you can also install an electric one.

TO: I would like to see.

A: Great. When would it be convenient for you to arrive today within two hours or tomorrow afternoon?

TO: Better today?

A: Call me when you arrive and I will meet you.

TO: Fine.

A: Thanks, see you.

Example of a cold calling template

What is the difference between these calls? The client knows nothing about the company or the product. The manager’s task is to briefly form an idea of the company, identify the pain of a potential buyer, and tell how to solve it with the help of the product.

1. Greeting."Good afternoon".

2. Getting to know each other. Employee name + company name with a brief explanation of what they do. For example, “Our company supplies furniture accessories. We have a large assortment to suit any needs and reasonable prices.” And find out the client's name.

3. Establishing contact. Make sure this is the person who will make the decision on cooperation. And clarify whether he now has a few minutes to talk or whether it is better to call back at another time (which?). For example, “You use this product” and then “Then you probably often have difficulties with...”. Questions that will help reveal the client’s pain.

5. Answers to questions. Arguments and more arguments. " Why does the client need your product?

6. Ending the conversation."Thank you bye". Based on the results of the call, the contact moves to the next stage.

Learn more about handling objections

Most often these are statements such as: “We don’t need this”, “Expensive/No money”, “We have been working with the same supplier for a long time”, “We will call you back”, “Send the proposal”.

In the response template, you can pre-prescribe several convincing options for arguments in favor, which will make the work of managers easier. For example:

- “I understand that now you have no time for me and want to hang up quickly. Let’s meet and in a calm atmosphere I will tell you about our product, you can ask questions and decide whether you need us or not.”

- “I’m not suggesting that you abandon your suppliers, I’m offering you a choice, the opportunity to compare whose conditions are better. You yourself will decide who is more profitable to cooperate with. Let’s meet and perhaps our offer will interest you...”

- “Yes, you’re right, there’s always not enough money, but let’s calculate how much you’ll save/earn for the company if you accept our offer...”

- “What needs to be done to cooperate with you.”

What a manager needs to remember when cold calling

1. The initiative should always remain with the manager. Use the counter-question tactic. The client’s task is to find out the necessary information and hang up. The manager’s task is to schedule a meeting, agree on the next step, and finally sell. Questions help you break through a client's defenses and avoid objections.

3. Remember the purpose of the call(make appointment). If you tell all the information over the phone, the client will no longer be interested, he found out what he wanted. The manager’s task is to intrigue and bring the client to a meeting.

IMPORTANT! If you work in , you can configure

And managers will be able to make and receive calls, having before their eyes a ready-made script with possible answers and examples of working with objections.

During a conversation, you can simultaneously fill out the data received from the contact into the card.

If the client is already registered in the CRM database, his data will be automatically inserted into the text of the script when calling.

During a conversation, the manager can quickly move through the branches of the script.

Even in the industry, you can set up step-by-step scenarios for different situations: cold calls, receiving incoming calls from new clients, etc. This way, your managers will always have ready-made recommendations, which will increase the success of negotiations.

Remember

A good script is a cheat sheet, not a rigid set of rules. He helps the manager:

Quickly navigate and choose the best answer to direct the conversation in the right direction.

Avoid difficult moments, don’t get stuck if you are stumped by a question.

One of the main ingredients for good sales is a quality script. Despite the fact that most companies work with different target audiences and sell completely different products and services, the rules of communication are the same for everyone. Most companies undertake to make scripts themselves and after managers do not produce results they come to the conclusion that the managers or the product are bad, but, often, the problem is precisely in the script. Today we will give an example of a universal script template that fits most projects. When used correctly, conversion can increase significantly.

1) Secretary bypass block

Example: Selling our sales outsourcing services

Manager: - Hello, hello. Secretary: - Hello, Prostonyashino company, how can I help you? Manager: - You have a vacancy at HeadHuntere. Position sales manager. With whom can I clarify the terms of employment? Secretary: - Just a second, I’m connecting.

They bypassed the system, hacked the password, ours are in the enemy camp.

2) Greeting

Manager: - Good afternoon, *COMPANY NAME*, *MANAGER NAME*. How can I contact you? Possible decision maker: - Valery. Manager: - Tell me, are you responsible in the company for *insert what you need* Confirmed decision maker: - Yes, what did you want?