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How to sell logistics services the right way. How to make a commercial offer for the provision of transport services? How to make a commercial offer for cargo transportation

Why ready-made scripts, if there is a team of experienced managers?

Because sooner or later, newcomers may appear without experience and skill in dealing with objections. And the script can help out the manager if he is confused, lost his mind and the client is about to break loose, but there is no time for reflection and improvisation.

Script it finished script on which you can build a dialogue with the client and get the expected result. Needed if there are regular telephone sales and a desire to increase the effectiveness of calls.

What are the cons

The script can limit the manager and be the reason why sales fail when it is written incorrectly or there is a rigid set to follow only the written algorithm. Step left or right - execution. The script is an average universal solution, following which the probability of a positive outcome of the conversation is greater. But this is not a 100% guarantee. Having a script does not mean turning off the imagination and following only the learned algorithm.

Managers often make mistakes when calling customers

Poor presentation and lack of a clearly articulated proposal.

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

Weak arguments in favor.

The purpose of the conversation has not been reached. The manager answered the questions, and did not attempt to hook the client (offer to send a quotation, make an appointment).

If there is a ready-made template for calls, the probability of making a mistake is less.

Universal script for sales

The basic steps of any script are:

1. Establishing contact. Greeting + introduction

"Hello mMy name is Natalia, 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 Semenovich, is it convenient for you to talk to me for 3 minutes now?"

2. Identification of needs or problems. "Tell me, what equipment do you use in your work? How often do breakdowns happen? How long does it take to fix them?"

3. Product presentation with a focus on how he can help. " We offer... We give a guarantee... We fix it free of charge in case of a 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 get an additional advantage in the form of ... ".

5. Target action. Sending a quotation, making an appointment, arranging the next call.

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

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

For b2b, the script will be about the same, but a preparatory step will be added

Collection of preliminary information. Search for an official responsible for purchasing or making a decision + his email. If you can’t find it via the Internet, you can, for example, find out through a call to the secretary: “Tell me how to spell the name of the manager correctly ...”, “We want to send a personalized invitation to the industry exhibition for the name, tell me which address is better?”.

Sending a commercial offer.

Call + bypass secretary.

An example of an incoming call to a real estate agency

If a customer calls, it is the job of the manager to demonstrate excellent knowledge of the product and its application. Questions can be very diverse and you need to be ready for them. If there is a script, it is easier to navigate.

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

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

A: How can you be contacted?

TO: Leonid

A: Nice to meet you. Leonid, can you clarify the number of the ad?

TO: 2#189324#67

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

TO: Yes.

A: The ad is current. Do you have questions or want to take a look right away?

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

A: Yes, it's all there. There are already gas stove, but you can install and electric.

TO: I would like to see.

A: Great. When will it be convenient for you to drive up today within two hours or tomorrow afternoon?

TO: Better today?

A: Call me when you are there 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 task of the manager is to briefly form an idea about the company, identify the pain of a potential buyer, tell how to solve it with the help of the product.

1. Greeting."Good afternoon".

2. Acquaintance. The name of the employee + the name of the company with a brief explanation of what he does. For example, "Our company is engaged in the supply of furniture fittings. We have a large assortment for any requests and reasonable prices." And find out the name of the client.

3. Establishing contact. Make sure that this is the person who will make the decision on cooperation. And to clarify whether he now has a few minutes to talk or is it better to call back at another time (what?). For example, "Are you using this product?" and further "Then, probably, you often have difficulties with ...". Questions to help uncover the client's pain.

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

6. End the conversation."Thank you bye". According to the results of the call, the transition of the contact to the next stage.

Learn more about handling objections

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

In the response template, you can pre-write several convincing options for arguments "for", which will facilitate the work of managers. For example:

- "I understand that now you are not up to me and you want to hang up the phone as soon as possible. Let's meet and in a relaxed atmosphere I will talk about our product, you can ask questions and decide if you need us or not."

- "I do not suggest you refuse your suppliers, I offer you a choice, the opportunity to compare whose conditions are better. You yourself will decide with whom it is more profitable to cooperate. Let's meet and perhaps our offer will interest you ...".

- "Yes, you are right, there is always not enough money, but let's calculate how much you will save / earn for the company if you accept our offer ...".

- "What needs to be done to cooperate with you?".

Things to keep in mind when making a cold call

1. The initiative should always remain with the manager. Use counter-questioning tactics. The task of the client is to find out the necessary information and hang up. The task of the manager is to set up a meeting, agree on the next step, and finally, sell. Questions help break through the client's defense 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 task of the manager is to intrigue and lead the client to a meeting.

IMPORTANT! If you work in , you can customize

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

During a conversation, you can simultaneously fill in the data received from the contact on the card.

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

During the conversation, the manager can quickly navigate through the script branches.

Even in the industry, you can set up step-by-step scenarios for different situations: cold calls, receiving incoming calls from new customers, 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. It helps the manager:

Quickly navigate and choose best option response to steer the conversation in the right direction.

Bypass acute moments, do not hang if the question is stumped.

Transport services are one of the most useful services, without which wide retail chains could not fully exist. This is especially felt when it comes to the delivery of a consignment of goods to a fairly remote place. As a rule, transport services are used when the company has a wide production network, and the finished product needs to be delivered to the stores. Some companies form their own logistics departments for this, and some use the services of other companies.

Sale transport services companies

Not very large companies, whose business is carried out in a relatively small area, most often, they practically do not need to provide them with transport services, in extreme cases, they have their own small transport services (pizza delivery to a pizzeria, etc.). It is large manufacturers of goods or trading companies that need to transport goods at least to another city that need more transport services. Such companies are the main client for transport companies.

You can promote transport services in the following ways:

Internet and television;
Direct contact with company representatives;
Connections, acquaintances, word of mouth.

The last one works best. There are two ways to get recommended:

Do the job better than the customer expects (does not always work);
Ask for a recommendation (works in most cases).

For some unknown reason, aspiring managers are afraid to “start word of mouth” on their own. In order to find customers on the Internet, you can conduct techniques such as "cold calls" and make sales of transportation services over the phone.

A sales manager for transport services must be able to find a client, win over and earn trust, conclude an agreement, correctly evaluate and study competitors. Finding a client and offering him your services is only half the job.

How to increase sales of transport services?

All companies, no matter what type they are, strive to increase profits. Transport services is not a niche in which you need to focus on quality. The emphasis should be on price and service, which can be fundamentally better than those of competitors. You can negotiate a minimum price for transport rental (if you rent transport) to reduce the overall cost of the service.

Difficult, problematic, but it is possible to negotiate with companies to buy fuel in large quantities at a cost below the standard. This would be a serious bid to win over competitors in the price segment. Expansion of the transport network will also be a good way to increase sales, because transport company, which can provide its services in 10 cities, will have much more customers and therefore sales than a company that has a network in only 4 cities. What to say about transatlantic cargo companies that operate between continents. The technique of sales of transport services is developed with experience, and the experience of the entire company is highly dependent on the experience of its employees. Experiment wherever possible and gain new experience.

Psychologists say that a person remembers only 20% of what he hears, so every word counts when calling customers! In order not to lose face, sales scripts are used. These are scenarios of behavior for a manager, which describes step by step what and in what situation he should say. Let's analyze what should be in an effective sales script and consider several ready-made templates.

Scripts exist for all occasions, or rather, for each type of work with a buyer, but today we will analyze the most popular one - a script for cold sales by phone.

Parsing scripts piece by piece

Sales scripts have existed for more than a dozen years, and if you do not want to use the poke method, then you can arm yourself with the most effective algorithm that has been polished over the years. Let your script not get an Oscar, but it will attract customers.

Let's start with b2c sales, that is, with calling individuals. Sales scripts for sales managers will be built according to the following scenario:

Stage	Description
Greetings	Introductory phrase.
	The manager gives his name and company, and then clarifies whether it is convenient for the interlocutor to talk.
Problem identification	The manager starts talking about the problems that the product / service he offers can solve, trying to get the client to admit that these problems exist.
Purpose of the call	The manager offers his product or service to the client.
Answer to objection	If at the previous stage the client refused, then you need to identify the reason for the refusal and try to convince the interlocutor.
Parting	The manager discusses the next step of interaction with the client: a new call, a meeting, and so on. If the negotiations were unsuccessful, he simply says goodbye to the interlocutor, thanking him for his time.

The structure of the script for the b2b sector when there is a ringing of organizations, almost the same. The difference is that before starting a conversation, you need to “go out” to the decision maker. The secretary will most likely pick up the phone, and you need to bypass him, proving that cooperation is more beneficial for the client than for you. And only when you are connected with the head of the department or the main boss, you need to start working on the above script.

Some companies deceive the secretary by pretending to call about employment - and only after contacting the right person reveal cards. Whether or not you do so is up to you, but we recommend keeping the company's reputation as "clean" as possible. You will still need it.

By the way, according to b2b research company Sirius Decisions, the average manager gives up trying to contact responsible person already on the second try. At the same time, from 7 to 13 contacts may be required for successful lead generation in the b2b sphere. Be persistent!

The 7 Best Ways to Make a Client Hate You

Above, we described the standard course of a sales call. This is the basis on which you can “put on” your chips: use the main pains of the client, list competitive advantages their product, competently, and so on. Only by testing different versions of scripts, you will gradually formulate the most effective algorithm that will show the best effect for your company.

Thus, There is no single recipe for how to talk to a client, it's easier to say how NOT to do it.

So, you want to piss off the client and not sell him anything? Take advantage of our bad advice:

Have a conversation in the form of a monologue. Are you calling to get a client's opinion? It's too much. But he should learn in all details about your proposal. Do not let him insert a word, otherwise you never know, he will refuse more.
Chatter. Faster! Time is limited! You definitely need to cram as much information as possible into a few minutes! And better in one! Learn to speak quickly and shoot the client with machine-gun shots of words.
Show who's boss here. Business is a wild jungle. This is where you need to dominate. Show the client that you are in charge here. Give, insist. Don't be a yielding weakling.
Improvise. Why prepare? Every situation is different. Just call and hope for the best.
Damn tact. Each polite word takes precious seconds of persuading the client from you.
Speak without emotion. God forbid you show the client that you are positive. He may think that you are doing better than him, and therefore refuse your services on principle.
Tell us more about the company. Go beyond product stories. The client needs to know as much as possible about where you work, what kind of connections you have, partners and where your supervisor was vacationing this summer.

Sales script templates: don't cheat!

The sales script templates below are just examples, do not rewrite them one by one, but change them for yourself. There is no universal solution for all occasions, because each company and its product is unique.

Please note that in some points these script examples go against the rules for building a conversation, which we talked about at the beginning of the article.

1. In-scale marketing agency script

Stage	Actions
Greetings	Hello, client name. When greeting, the name is necessarily called, this indicates preparedness.
Presentation and clarification of circumstances	If the scope of the company can cause a negative in a potential client, then simply: - The Horns and Hooves Company. If not, then: - A company of such and such a profile "Horns and Hooves." We do not ask if it is convenient to speak so as not to provoke a refusal.
Problem identification	One of three techniques is used: "We you": - Customer name, you work in such and such an area, and we are just servicing this area. That's why we're calling you... "Head-on": –Customer name, we work in such and such an area and would like to work with you. What do we need to do for this? "Is there any reason": - Name of the client, tell me, so as not to insist on a meeting in vain and not to waste your time, do you do this and that (the conditions that you need to cooperate with the company are called).
Purpose of the call	If you are arranging an audit or a meeting, then you can go to the purpose of the call, if you are about sending a commercial offer, then you should first ask a few clarifying questions (no more than three) in order to send exactly what you need. Next, you need to make an offer: –Customer Name Based on your answers, our product is perfect for you. In order not to insist on a meeting right away and save your time, I propose to do this: I will send you an offer by mail, and tomorrow afternoon I will call back and clarify the decision. Interested - we'll work, no - another time. I write down mail.
Answer to objection	Act according to the following algorithm: Compliance with claim: – Yes, we have some disadvantages (for example, high price). Transition: - That is why… Argument: - We are chosen by those who (for example, are ready to pay once, but for quality work) ... Question: – By the way, have you already determined the approximate volumes for a month (or similar, depending on the situation)?
Parting	You need to fix the result, specifying what time you will meet, write off, call.

2. Seurus call center script

Stage	Actions
Greetings	- Good afternoon, the company is so-and-so, the name is so-and-so. How can I contact you? The client gives his name, we make sure that this is exactly the decision maker that we need.
Presentation and clarification of circumstances
Problem identification	Let's ask the obvious question: Do you use this and that? Making the transition: - If you use this, then you have such and such a need (for example, to replenish goods or service).
Purpose of the call	Briefly label the proposal using the following levers of pressure: 1) Shares (Only for the next couple of days, our services will be 50% off). 2) Link to customer's words (Earlier you said that you have such and such a need, right?).
Answer to objection	The work with objections in this script is based solely on the arguments related to the features of your product, and therefore cannot be given. A couple of common situations: - We are satisfied. - Everything is relative. “Our managers are doing a good job. “Fine, so let them work with the clients we bring in.
Parting	The contact is passed to the supervisor for further processing.

3. Business School Script BusinessTG

Stage	Actions
Greetings	First you need to ask a person how he wants to be called - and then in this way to address him. - Good afternoon. How can I contact you?
Presentation and clarification of circumstances	“Hello, previously named name.” I am so-and-so from the company so-and-so. Next, you need to make a connection: “Such and such a person used our services and offered to contact you. Or - I was told that you are doing this and that. Perhaps we are interested in the advantage we offer? Next, you need to ask permission to communicate: - Can you talk now?
Problem identification	Open-ended questions should be asked: What are your employees doing to achieve their goals? - How do you solve such a problem? – How can you increase the flow of customers even more if you improve their service?
Purpose of the call	- Our company is engaged in this and that, we serve such and such areas, including yours. We offer such and such a product or service, thanks to them you will have the following benefits. We will take care of all the difficulties and technical issues.
Answer to objection
Parting	Define agreements: - Thank you for your time. Kindly leave me your contact information so we can send you more information. If interested, clarify on what day you can call to discuss information or even drive up.

Which sample sales script to choose? Best of all, focusing on examples, create your own. But if you want to use ready-made, then you should try everything in turn, evaluating the effectiveness and suitability for your type of service.

Integration of scripts in CRM

If you conduct sales through, then for convenience, you can integrate successful sales scripts directly into the program interface. So that when working with a client, the manager sees a detailed scenario in CRM - what to say at each stage of the sales funnel. In fairness, we note that such functionality is not available in all Russian CRM solutions. An example might be .

In the program, you can prescribe step-by-step scripts for each stage of working with a client through the settings. Thanks to this, in each transaction card, the manager will see detailed guide- what to say and what to do to successfully move the deal to the next stage. Scripts are displayed in CRM as a convenient checklist that a manager can work with directly during negotiations with a client:

Screenshot of the SalesapCRM program: a transaction card with a checklist for the manager is shown

To see with your own eyes how it works, in SalesapCRM, and your managers will always work on ready-made templates sales scripts.

One way to expand your customer base is through cold calling. How to make cold calls bring efficiency, what should be the conversation pattern so as not to scare away potential customers - we will share these and other secrets below.

This method of communicating with potential clients is called "cold calls" because usually people meet such calls with a great deal of distrust, coldly.

America's top sales instructor Steven Schiffman says that cold calling plays a very important role in sales, allowing you to build a large customer base.

Today, many techniques, methods, and scripts have been developed to make the process of communication during cold calls comfortable for both a potential client and a manager. Nevertheless, there can be no universal conversation schemes.

It must be understood that such cold phone calls in each case will depend on the nature of the product being sold, the scope of business, and their schemes will be selected individually. This technique will require considerable effort, experience and excellent knowledge of the product or service that needs to be implemented in this way.

It is also important to know about cold calling, that it is one of the most difficult sales methods, but also one of the most effective.

The complexity of the technique lies in the fact that the people on whom it is applied most often refuse, often in a rude manner, and express an unwillingness to communicate.

Thus, in the way of the manager when using the technique telephone sales there will be many barriers that can be overcome with the help of training and improving the skill of communicating on the phone.

When is cold calling used?

This sales tool is most often used in the field of B2B. Although it is also gaining momentum in the processing of ordinary citizens.

constant expansion of the client base;
promotion of a new product, project, service, organization;
adjusting the client base in order to clear it of unprofitable clients.

In some countries, the practice of cold calling is banned or restricted by law due to the fact that it is considered a violation of human rights.

In order for the call to become effective, it must be carefully thought out and scripted. In the language of professionals, such a conversation script is called a script. Synonyms are also used: sales script, sales chants, speech modules.

A phone sales script is a script or template for how a manager should interact with a customer from the beginning of the greeting to the end of the call. If the goal of the call is to sell, then a successful script ends with the target action of the client - a purchase.

If there is no goal of selling the goods in one call, then the interaction with the client is divided into stages, and a separate script is prescribed for each stage, depending on the target action that is predicted to end the stage.

Cold calling scripts contain an algorithm of actions, examples for the manager at various turns of the conversation and customer reactions (interest, objections, refusals, insults, etc.).

As a rule, it consists of two blocks: ideal communication (from greeting to closing a deal, sale) and getting out of a problem situation (objections, difficult questions, requests, etc.). Answers to typical questions are prescribed, formulations that should forestall bickering.

The script is prescribed taking into account factors such as the line of business, product and typical client.

Why are scripts needed and what role do they play for each of the participants in the sales technique? First, the script telephone conversation makes a sales manager more confident - he knows what to say in the next second, he is prepared for unwanted reactions, has a set of tools to prevent them, bypass or solve them. In addition, the seller needs to strain his brains less in order to pick up the answer or the next sentence in the conversation, to achieve the desired result, because part of the work is served to him on a plate. Plus this work can be performed simply by good performers who have mastered the technique. It is not necessary to be a master of the highest class.

Business owners prefer to use cold calling scripts in their phone sales technique because they can really increase sales and profits significantly. They also allow you to save resources and time on trainings and teachers for staff who talk about how to learn how to sell by phone. After all, it is much easier and easier to teach ready-made templates than the art of building a conversation.

Scripts are rigid and flexible. The former are used mainly in the sale of simple goods and services, offering discounts, free goods. In this case, a minimal set of questions and answers is used, the manager communicates harshly, without using special skills and imagination.

Flexible scripts are used if it is necessary to sell a complex product, an ambiguous offer.

Detailed algorithm

To make it more clear what sales scripts are by phone, we will give examples.

A typical conversation template consists of the following items:

say hello,
make a self-presentation
get to know the client;
describe the purpose of the call;
identify customer needs;
convey the benefits and benefits of cooperation;
if the client has doubts and objections, use wording that is conducive to persuasion;
make a commitment;
announce agreements;
finish the conversation.

In this case, the client's attention will need to be held, starting from the first phrase and throughout the conversation, using evaluative and interrogative statements.

When compiling a cold call script for the sale of services or goods, it should be put at the forefront ultimate goal or the desired target action of the client.

The algorithm is built in such a way that the answers to correctly posed questions that encourage the continuation of the conversation can lead to the result necessary for the manager.

When to call

In the event that the final desired result of the call should be access to the office of the decision maker (DM), then it is necessary to call only after full information about his company and his products has been collected. This gives a much better chance to establish and maintain contact with the client, as well as win him over.

For example, if a company has recently made headlines in the press about, for example, launching a new product or a good deal, then you need to start the conversation with congratulations. Thus, you can show the client that he is significant, his activities are interested not only in order to promote his own goods or a service.

Most often, cold calls to the office are made between 8:00 and 9:00.
Individuals call in the late afternoon.

If the purpose of the phone call is not to sell, but to meet with the decision maker in person, then you will need to use tricks to bypass the secretary when cold calling. Here are some of them:

it is advisable to find out the name of the person who is needed for communication before calling - please connect in an official tone with a specific official greatly simplifies access to it;
speak confidently and clearly, briefly answer the secretary's standard questions like: “Introduce yourself”, “On what issue?”;
pretend that you are not calling for the first time, speak with knowledge of the matter. For example, correctly indicate the name of the department with which you need to be connected;
schedule a call for a time when the secretary has a lunch break, or at the end of the working day, on a short day, etc.

When communicating with the secretary, you should not waste time explaining in detail the reasons for the call. The goal can be formulated in advance in one short phrase.

Bypassing the secretary during a cold call, examples:

Manager: “Good afternoon, tell me, please, Stepan Andreevich is there, has he left yet?”

Secretary: "Yes, right there."

Manager: "Put me in with him, please."

Manager: “Hello, tell me, is the director in place, has he left yet?”

Secretary: "No, he didn't."

Manager: "I can't reach him on my cell phone. Switch me, please."

How to start a conversation with a decision maker and get him interested

It is necessary to start a conversation with the decision maker (decision maker) in order to keep his attention. And the main thing in this case will be the first minute of the conversation. From what the manager will say, the answers of the decision maker will directly depend.

It is very rare when a person does not answer the question posed, but the nature of the answer will follow from how correctly it is posed. The main thing in this case is to start a conversation, which means that the first response of the client should be in the affirmative. In addition, it is necessary to start the conversation in such a way that the client could not recognize from the first minute that he became a member of the cold call.

The duration of the first telephone conversation should be no more than five minutes.

Typical phrases during a cold call that allow you to interest a client can be, as an example, such as:

Manager: “Good afternoon, my name is Svetlana, I represent the company “…”. Tell me, do you use mobile Internet services?

Client: "Not really."

Manager (if yes): “Which company do you use?”

Client: "(Company name)."

Manager: “Tell me, are you completely satisfied with the quality of services provided by your operator or would you like to improve or change something?”

Client: “I have been using her services for 15 years, I like the service, there low price and good speed...

A competent manager will extract from the information that the client will provide in this phrase, “hooks”, on the basis of which he will build a further conversation, leading to the presentation of his product or offer.

If we talk about the cold call scheme, then in this example of a dialogue, the manager says a greeting, introduces himself, learns about the needs of the client and interests him with his offer.

Remember that the purpose of the call in this case is not to sell "right away", but to establish contact and achieve a personal meeting.

Dealing with customer objections

First you need to see the difference between rejection and objections. For example, if a client says that he does not have time to communicate with you or take the time to meet with you, then this is not a refusal, this is an objection. And you can try to work with him.

It won’t work with a refusal, it’s better to just politely end the conversation. The manager should clearly know the line between assertiveness and importunity. Annoyance, as a rule, causes aggression and never leads to the desired result.

After the phrase in which the client says that he does not have time to talk, you can say, for example: “Yes, I understand you perfectly. But I can come personally, and we can discuss this with you at a time that is convenient for you. Let's say Thursday at 10:00 or Friday at 16:30. What time will suit you?

To prevent objections, you need to show more interest in the client and his needs, problems that can be solved by purchasing your product or service.

Here are a few more examples of working with objections over the phone, prepared scripts:

Client: "We have everything, we don't need it."

Manager: “I understand that everything suits you, but we have a proposal that will allow you to simplify (improve, make profitable, develop ...). New is always development.

Client: "We're not interested."

Manager: “Okay, but I contacted your company because you are in the trucking business, right?”

Client: "Yes, we do."

Manager: “Here, and our product is focused specifically on companies that are engaged in cargo transportation. With a very high probability, this product will be of interest to you. Let me briefly talk about it, and then you will decide for sure whether your company needs it or not.”

Client: "Thanks, we don't need it."

Manager: "Are you sure? The fact is that this week I heard similar answers from 15 companies, but yesterday we signed a supply agreement with three of them. Let me briefly talk about what we offer, and you will decide whether you need it or not. Fine?"

The given examples of cold call scripts are the most effective in overcoming customer objections and achieving the desired result.

There are options when nothing is offered during the call, so there is no chance of refusal or objection. However, in this way an agreement is reached on a personal meeting.

For example, a sales script by phone can be done in the following way:

Manager (welcome and clarification of needs): “Good afternoon, tomorrow we are testing the Internet in your office for speed and failures, will you be from 15:00 to 16:00?”

Client: "Yes, I will."

Manager: “Ok, then we will drive up from 15:00 to 16:00.”

During the arrival, the master tests the speed and offers new opportunities, new tariffs, a new service.

What should be the dialogue

After establishing a contact, you need to briefly tell about your company. The numbers and specifics of the proposal must be left for the meeting. The dialogue should be conducted in a confident voice, kindly and with a smile - even on the phone you can read the mood of a person.

How to make an appointment

If during a cold call from a decision maker it was possible to achieve a targeted action in the form of agreeing to a meeting, it is necessary to clarify the date, time and place, specify the participants in the event, its goals and receive confirmation from the client.

Conversation ending

At the end of the conversation, you must indicate your contact phone number, discuss the meeting arrangements and say goodbye, including positive words like “It was nice to talk”, “I hope for the same pleasant communication in the future” in the farewell phrase, etc.

Watch a detailed video training on the topic of scripts:

One cold call script

Before starting the script, it is necessary to specify the final goal of the call - to send Commercial offer, make an appointment, introduce the product, find out the needs of the client, etc. All techniques will be formed for the goal.

Here is a successful cold call script, made according to this model:

Manager, greeting, self-presentation, customer interest:
"Hello. Andrei Petrovich? Very nice. My name is Yuri. I am a leading specialist in work with clients of the company “…”. I was told that I can talk to you about the purchases, is that right?”

Client: "Yes."

The manager shows interest in continuing the conversation:
“Andrey Petrovich, the fact is that 15 companies from your industry have recently contacted us, who were interested in our offer ... I would like to present our samples to you and find out which ones ... your company uses?”

Client: talks about his company.

Manager: looks for "hooks" in the text and offers his product.

The video shows an example of a cold call, an algorithm of actions and responses:

How to organize cold calls

Whether to organize cold calls on your own by recruiting and training managers, or to provide this procedure in the form professional firms, call-centers, the head of the trade organization decides. He clearly weighs the advantages and disadvantages. this method sales for your company.

If we talk about the delegation of cold calls to call centers, then the advantages of such cooperation will be savings on staff and its training, the absence of the need to prepare scripts, ready-made reports on the work that has been done.

At the same time, you need to understand that the head of the company will not be able to personally control this process. Call center employees do not have in-depth knowledge of your specific product or service - they usually work on several projects. Therefore, the effectiveness of such calls will be somewhat lower.

Typically, the method of selling by phone is outsourced to companies with a small staff of people.

Advantages and disadvantages

If the leader trading company decides to entrust the functions of cold calls to their employees, then the main advantage will be a motivated focus on results, which means better efficiency.

preparing the ground for more effective personal communication with the client;
elimination of misunderstandings that may arise;
the ability to use cheat sheets, prepared templates.

The disadvantages of such communication include the fact that such calls are often encountered by clients as an obstacle that distracts from important matters and which you want to immediately brush aside. The sales manager needs to be prepared for the fact that the interlocutor at any time can go to end the conversation and hang up the phone, refuse, or be rude.

When using this sales technique, it is impossible to clearly determine what kind of reaction your potential client has, since his facial expressions and gestures are not visible. Cold calls are often misunderstood.

Conclusion

So, we have opened the veil for you on the topic of what is cold call and for what purposes it should be used. In conclusion, it should be noted that today there are many companies and specialists who can help you write scripts for your staff for your client and your product.

This will significantly simplify your activities, increase sales and expand your customer base. Even today, cold calls are considered an integral and effective part of the telephone sales technique among specialists.

A sales manager of almost any service always has a question: how can you sell something that you can neither feel with your hands nor see with your eyes? Especially if the seller is a beginner andthe sale of transport services and the script is not just given.

Unlike a conventional product, selling an intangible service is a very difficult task. And in the case of a service purchase and sale transaction, the buyer has a slight feeling of misunderstanding: “how is it so, I pay quite real and tangible money for a “good” that I can’t even see?”

In this sense, the sale of transport services and all logistics services are not in the best position. In addition to the fact that these are services, the attitude to logistics is also not quite ordinary.

I think there is no need to talk about how important efficient logistics is for a company, let's talk about how to increase sales of transport services.

So how to effectively sell transportation services over the phone: do you need a script or not?

Today the most effective way of sales is active sales. It is worth noting here that the standard approach to active sales is no longer so fruitful and does not bring the desired result.

That is why such sales of transport services should be divided into two components:

- work of sales department specialists;

- conduct of negotiations.

As a rule, sales department specialists are employees with rich experience in the field of logistics, strategic thinking and eloquence. After all, the task of a sales manager is to bypass competitors and all the “barriers” in order to reach the decision maker, interest him, make the best offer for him, and, as a result, organize the first meeting with him.

The second component is negotiation. In no case is it acceptable to lose the trust of a potential client. That is why people who have knowledge and experience not only in the field of logistics, but also in financial, legal and accounting services. The main task this employee is prompt decision-making without the involvement of third parties.

In both cases, the employee is simply obliged to master the technique of eloquence so that he can highlight top benefits company, correctly present information and achieve the trust and disposition of the client.

A few tips for effective work with active sales of transport services:

Invite a potential client to evaluate your work according to certain criteria at each stage of work. With the help of this technique, weak points can be identified and, in the future, their elimination.

Always keep in touch with the client. Selling transport services is a very complex process, explain to the client the specifics of your work, explain the motives for your actions, show how certain indicators are calculated. This will help to build trust in the company and help to get rid of the feeling of deceit.

Conduct trainings, seminars for employees of your company, primarily for employees of the sales department. After all, as you know, Sales Representative is the face of the company.

Master class on working with typical objections when selling transport services:

So, let's conduct a master class using a sales script.

Suppose a new call has arrived at the company. We set the task for this, the first call: to break through the secretary and send the CP / Commercial offer by mail.

Let's look at some answers to frequently asked questions/statements during the initial telephone conversation.

1 call script for the transportation services sales script:

Client: We are not interested

Company: - Customs clearance 30% below the market is also not interested?
- What might be of interest?

Client: — Why should we work with you?

Company: — We have our own transport.

— We can offer a price lower than 20% of the market.

Client: I don't have time

Company: - I understand, when will it be convenient? In principle, I have only a minute of information here - can I tell you?

2 scenario of a call according to the script of sales of transport services:

Client: - You must be expensive!

Company: - For all the years of work on the market, we were able to make the most acceptable conditions on the market. Do you want to talk or with whom you can discuss?

— How expensive is it? At what rate would you give the goods? What do you include in the price? Our price corresponds to this moment market price.

- I'll talk to my superiors about the price, is that all that you don't like?
- Well, at what price are you ready to work?, I will be happy to develop an individual offer for you after talking with the management, I think we can offer something for you ....

3 script of a call according to the script of sales of transport services :

Client: - I was told not to connect anyone with anyone, if you want, send a CP to info. (info-Doggy-Farewell forever - a joke from the sellers)

Company: — Info often ends up in SPAM or doesn't reach. Can I have personal mail?
— Does your logistician know about 30% customs clearance? Let me talk to him over the phone!

This is only a small part of the questions that may arise during the dialogue when selling transport services. Considering all your negotiation experience, try to throw several options for questions and answers to them before the dialogue.

And now consider the second call to the client in the sale of transportation services.

Task: to convince the decision maker / Decision Maker to make the first miscalculation and order.

Try to build a dialogue on the second call as follows:

Contact.

Find out from your opponent how best to contact him, and whether he has read your offer.

Revealing needs.

To calculate the rate, you need to check with the client:
1) what to bring;

2) where to take;

3) when to deliver;

4) optional, but desirable:

— planned or actual traffic volume;

- the desired rate or the real rate at which they are working now;

- terms of payment.

Important: Ask more open-ended questions to understand the customer's need.

Miscalculation.

Specify whether it will be convenient, right now, to roughly calculate the cost estimate, or is it better to send an offer by mail?

Clearly calculate the route and send the decision by mail. Agree on when the next step of your communication will be.

Presentation of your services.

- "We can make you Best offer On the market!"

“We have been on the market for more than one year and this will give you confidence that everything will be reliable and of high quality.”
Provide additional facts/strong benefits:

- "I myself personally control the delivery of your cargo from point A to point B."

- We work with all big companies for the CIS.

“You can do everything in one place: we can transport 100% of your needs on any route.”

Important: Speak the language of the Client. Tell me about your strongest advantage. Based on the needs of the client.

Dealing with objections in the sale of transport services.

— “Are you ready to make a purchase or do you have any questions?”

Tip: The Client almost always has doubts. If the Client did not voice it himself, feel free to ask:

“Are you satisfied with everything? I was able to offer what you need? Is there anything else that bothers me?"

Exchange of contact information.

- "What phone number are you always available on?"

- "Which email should I send you route information to?"

Important: Try to take as many contacts of all interested parties as possible. Personal mail and personal mobile phone– always better than corporate contacts.

Completion.

Agreement on the next step.

"Ivan Ivanovich, what is our next step?"

"Which address should I send the proposal to?"

“What time would it be convenient for you to call tomorrow?”

“Do you like everything? Are we taking it?"

“We have a promotion until the end of the day - minus 7%. New prices tomorrow. Would you like to place an order?"

Important: Remember! You are not a reference! You are a seller. And your success is measured by the number of deals made, not by the number of answers to the Client's questions. Close the deal in your favor - sell!

Exit the conversation.

— “(NAME), Thank you for contacting our company! Is there anything else I can help you with? Have we resolved all the issues?

— "(NAME), Have a good day and see you soon!”

Important: End the conversation only on a positive note. (smile)

The sale of transport services is a very specific type of sales.

It was she who was trained in April 2016 by the team of GreenTrans 24. Trainer.

During the training, participants:

got acquainted with the main stages of sales and adapted them to the specifics of sales of transport services,
learned to avoid common mistakes when selling logistics services,
assessed their current level of training,
learned how to deal with the most common customer objections,
mastered 5 basic methods for closing deals when selling transport services.