In this final post in our 3-part blog series on script building, we’ll share expert tips that hone in on the type of language that makes for a successful script.
Choosing your words carefully before the call begins will help you weigh out the pros and cons of particular verbiage. Determine:
- The purpose of the call
- The objections, or caller challenges, you will face on the call
Clarifying these two points ahead of time will allow you to properly prepare your language. The following tips will help you improve your script with language.
Let’s jump in!
Your introduction should make your point clearly and immediately. Typically, the customer makes their decision in the first 20 seconds of the call, so make that time count by quickly identifying yourself and disclosing the purpose of your call.
“This is Mark from ABC and I need to speak with Tony about your XYZ.”
If you open with, “Hi! Can I have five minutes of your time?” You’re giving the person on the line the opportunity to easily say “No.”
Remember that “Hi” doesn’t sound very professional and lacks the feeling of importance. Instead, make an introduction like: “Good morning. I want to thank you for your valuable time today,” or “Good afternoon. Thank you for taking my call.”
With this type of language, you’re assuming and identifying that the person is giving you their time and will listen to what you’re saying. This tactic leaves your prospect will little to nothing to say, making a rebuttal more difficult. Furthermore, using greetings like “Good morning,” Good afternoon,” or “Good evening” automatically makes people feel good.
Asking Permission Is a No No
A question that starts with “May I…?” does not clearly indicate who you are and why you’re calling. “May” not only sounds like telemarketing language, but it conveys a “want” rather than a “need.” Saying, “I need to speak to…” makes your message come across with confidence and importance. The point of your call is to essentially tell the person that they need the product you’re selling.
Know what you’re trying to say and deliver it succinctly. People don’t want “fat”; give them the meat.
The Meat of the CallThe “meat,” or your call’s key message, is what prospective customers really care about. This can be summed up in one sentence. When you state your main objective(s) straight out, you will be able to gauge whether the person is interested in having a deeper conversation. Typically, people just want to know the benefits, cost, and what the caller needs. They want a short and productive call — and so does the salesperson.
Make a point to say the person’s name throughout your call. This is an excellent way to keep their attention and give your conversation a personal touch.
Does this make sense to you, Norman?
Language As a State of Mind
Remember that the way you say things like, “How are you?” says a lot. Language isn’t merely words; the language of emotions is universally understood, so remain aware of how you’re feeling and, subsequently, coming across. This can greatly impact your prospect’s decision-making.
Don’t be distracted, smile and stand when you talk, and allow your body to exude positive energy. People will be able to hear the difference in your voice.
Approaching the Close
Using the Assumptive Technique when reaching the end of the call is a sales best practice. For example: “Does 5pm work?,” “Would you like to put that on your Mastercard or Visa?,” or “I’ll ship that out to your address” are questions founded in your assumption (prompt) of closing. If the person corrects you and gives you their new address, that’s a buying signal! Then, you can simply go with the flow and close the deal.
Refrain from questions like: “Would you be interested in having an appointment later this week?,” “Would you be interested in purchasing the product?,” or “Would you like that shipped to you?” This type of language leaves things up for question instead of effectively moving the process forward.
Closing In Style
In your closing, you should:
- Thank the customer for their time.
- Brand their company with a simple and natural mention of the company name when acknowledging appreciation.
- Wish the person a good day or night.
These things are simple yet crucial. Your closing should make your intended points without being lengthy. Again, both you and the customer are hoping for a timely, efficient call, so make every word to the point to stay on the same page.
A successful call is born from a great sales script. Creating the perfect script allows sales professionals to enhance brand awareness and perception, and ultimately grow their pipeline. But, this means that script writing needs to be considered a true science.