The success of my call script!
When I first started with my current company I wasn't new to sales, but I was new to cold calling, and cold emailing which is a different kind of selling than what I was use to. Also, I had to learn about what I was selling since I was mainly selling to Public Sector entities, i.e. State and Local, Federal, K-12, and Universities.
About this time last year I was calling on a campaign that brought me a lot of success. I was able to bring 14 new leads to my manager in just under a month for the division I was calling on, and this allowed me to keep my call times up as well since I was having meaningful conversations with the end-users I was contacting.
But, what really helped me learn how to speak with end-users was the art of tailoring my script/value statement to the point it sounded like me. I had examples of other scripts, and even watched presentations on how to tailor scripts to your liking, and while those can be helpful resources, you have to learn what works best for you. What works for your co-worker may not work for you, and that's okay, it just shows you're way of selling is different from your co-worker's and that is okay.
If there is one thing I've learned in my five years of sales, its how customers want to be approached, and this is something you can add to your script/value statement.
First, try imagining how you would want to be approached if someone cold called you or you walked into a store, and I really hope its not the George Costanza approach , "Hey!! You want to buy a computer?? Or the classic car salesman approach of "Now, what do I have to do to get you in this car?" This kind of mentality is not personal, and it only has money in mind. While, money is a key factor in sales, you cannot make a sale without building a relationship with your customer. Which gives you a great intro, "Hi, Mr. Customer/Partner, this is Marty Rolph with TD Synnex Public Sector how are you today?" I've had customers respond extremely well when asking a question. It's a great way for the customer to tell you, how their day is going, what they are doing for the weekend, or if they are getting ready to head out of town for the week. It gives them a chance to talk about themselves, which is what customers love to do.
Now that you've introduced yourself to the customer, you need to give a reason for why you're calling. Since I was an SDR this time last year I was trying to sell end-users on a meeting with the Account Managers who represented the campaigns I was calling on. If I could get an end-user to a meeting, I had done my job. If the end user decided to take advantage of our company's services, I had done an even better job, because that was kind of our way of double dipping.
领英推荐
When telling your customer why you are calling, your product description needs to be simple and short. I learned early on if a customer decides to hang up on you in the middle of your pitch it could be one of two things, 1) either they are having a bad day before they pick up the phone, 2) your product description is to long. I could write a book on the amount of things I've heard customers say just within the first few seconds of a cold call, but that is for another time. But, in all seriousness keep it short, especially when you are in the beginning stages of building a relationship with the customer. Here is an example of what allowed me to have success:
This short three sentence paragraph was all I needed when calling on this campaign last year. Did I have some people turn me down? Absolutely, yes! That is sales though, there will be good months and bad months. Customers who say yes and customers who say no. But if you keep your value statement short and to the point, you will have much success.