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THE SCIENCE OF THE SCRIPT: 3 Customer Types and How to Win Them Over

Posted by Ricardo Garcia-Amaya
on Jan 27, 2016 12:34:20 PM

As an on-demand call center app powered by a global community of professional call agents, we deal with different customer types on a daily basis.

To paraphrase Aaron Ross, the author of the sales best-seller Predictable Revenue, a successful sale comes from drawing the customer to the sale rather than pushing them into it. Ross uses the metaphor of ¨peeling the layers of an onion¨, which represents the getting-to-know-you process between an agent and a customer. As the customer is put at ease with the product, they can engage right away at the level they feel comfortable with.

Peeling back each layer requires a carefully guided conversation that addresses the customer’s concerns, questions and hesitations. A great sales script that prepares the agent for all possible scenarios is crucial in order to anticipate what we’ve identified as the most common customer types and their call behavior. Here are three customer types that can be the trickiest to handle and how to deal with them.

VOIQ THE SCIENCE OF THE SCRIPT: 3 Customer Types and How to Win Them Over

The Interrupter

The Interrupter will take control of the call, constantly interrupting the agent, and in wanting the agent to get to the point quickly, may even yell at them. It’s important to keep this customer in mind when writing and instructing agents on handling the call.

How to approach this in the script:

When crafting the script, make sure to include some FAQ’s that agents can study beforehand and can reference when speaking with the interrupter. 

For example, this customer might cut the agent off directly and say:

“Tell me what the cost and contract minimum is before we continue.”

You can include in your script FAQ’s, such as the following:

  • “What is the cost? - $20/ month”
  • "What is the contract minimum? - We don’t have any contract minimums!”

With this information at hand, the agents can handle these questions with confidence:

Great question Mr. Williams, there are no minimums and it’s only $20/month.”

Having this information readily available helps the agents keep their cool when dealing with this type of customer.

The Silent Type

The Silent type always makes for the most awkward of conversations. This is the customer who listens to everything you say without ever interrupting you to ask questions. He usually speaks in a low voice, and might not even respond when you ask a question.

How to approach this in the script:

When building your script make sure to include an area for agent instructions. These are guidelines that can be used in case the silent type pops up. A great example is the use of open-ended questions. You can instruct agents to ask an open-ended question that fits within the script objective and also ask for the customer’s email. Maybe Mrs. Smith is interested, but would feel more comfortable receiving an email with additional information first.

The agents will still feel positive about the outcome of the call because they are still gathering valuable information.

The Know-it-all

The Know-it-all wants the facts, and will call you out on it. He has data that he uses to measure success, or what he defines as success, and will interrupt you to test you on your product by asking hard questions and using industry terms to see if you really know what his needs are.

How to approach this in the script:

This is where you can jump back to the FAQ’s and add questions that could potentially come up, but do not necessarily need to be included in the script.

For example, Nick might ask:

“So, what is your conversion rates?”

To which your agents can respond with confidence:  

I’m glad you asked, we have a 30% conversion rate.”

Even if you have the best product and a script to follow, these type of customers can throw your call agents off and change the course of the call. However, if you provide the right information and prepare your agents with instructions and possible questions within the script to deal with common customers types and scenarios, you’ll have yourself a successful campaign.

Happy calling and look out for our next blog in the script-building series!


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Topics: Outbound Calling, Lead Generation

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