Script for a transport company. How to make a commercial offer for the provision of transport services? Cold customer base

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 people usually 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.

As an integral part of business promotion, cold calls are used for the following purposes:
• 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? Firstly, the script of a telephone conversation makes the sales manager more confident - he knows what to say in the next second, he is prepared for undesirable 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 ready-made templates teaching is much simpler and easier 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 complete 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 recently made headlines about, for example, launching a new product or a good deal on the market, 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.

If we talk about a specific time, then it is better to call when competitors usually do not call:
• 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 head of a trading company decides to entrust the functions of cold calls to his employees, then the main advantage will be a motivated focus on results, which means better efficiency.

The benefits of cold calling include:
• 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.

One of the important components that affects the level of sales is the script. Despite the fact that the target audience is different for everyone, the style of communication is the same for everyone. Some companies develop sales scripts on their own, others buy ready scripts. In this article, you will learn which speech modules are used and how to write a script correctly.

Script development technology

When developing a script template, pay attention to its blocks. A high-quality script for sales managers makes it possible to influence the client more effectively. There are numerous types of sales scripts: when working on, with, with direct sales, when concluding contracts, making an appointment.

Now we will give the most common script scheme used when talking on the phone. In a personal meeting, for example, the first block is skipped, the subsequent stages can be left.

The script includes 8 blocks:

• Secretary round.
• Greetings.
• Identification of problems or clarification of needs.
• Good problem solving suggestion.
• Offer of active shares.
• Refinement of demand.
• Handling objections.
• Completion of the deal.

Now let's talk about each block in more detail and give examples of the dialogue.

Secretary bypass

Having phoned the company, in most cases you get to the secretary. Its task is to weed out unnecessary calls. It is not uncommon for the secretary to be instructed by the manager to discard all trade offers. Secretaries have their own scripts when communicating on the phone, and passing this stage can be difficult. Therefore, you need to be connected to a competent person. Consider how this can be done in your case.

Sample dialogue:

Secretary: Good afternoon. Sunshine, how can I help you?

You: Good afternoon. I am Natalia, I represent the company (name). We are partners of many companies of your profile. Here we would like to offer you cooperation. Can you connect me to the person who solves these issues?

Secretary: Okay, I'm connecting.

Greetings

After connecting with responsible person you open the script and start a dialogue. First, it is important to find out whether this person can actually make the appropriate decisions.

The dialogue might look something like this:

You: Good afternoon. I am Natalia, a representative of the company (name). Please tell me how can I contact you?

Company representative: Valery Petrovich.

You: Valery Petrovich, tell me, do you resolve issues regarding (specify the reason for the call)?

Company representative: Yes, you wanted to offer something?

Finding out the problems

Once contact is established, we move on to the next step. The main thing here is to identify demand and not give a person the opportunity to immediately say “no”. This can be done with the help of correctly posed questions, to which the client will unequivocally answer “yes”. Let's take an example. Let's say you offer stationery, the dialogue might look like this:

You: Do you write with a pen?

Company Representative: Yes.

You: And do you regularly run out of them?

Company Representative: Naturally.

You: Then you need to buy new ones.

Company representative: Yes, what do you want to offer?

The main thing is to identify demand and not give a person the opportunity to immediately say “no”.

Competent proposal for problem solving

Now, after the client is ready to listen to your proposal, you can voice it. After all, the interlocutor has already confirmed his need for your services. The proposal should be brief and interest the representative of the company, for this you can use various levers.

You: We are ready to offer you high quality stationery at low prices.

Offer of active shares

In order to enhance the effect of the offer, tell the client about the promotions that you currently have that you can offer when concluding a contract on a long-term basis.

You: By the way, I would like to note that we have special benefits for regular customers (please state them).

By offering a share, you can push the client to conclude an agreement in the near future. This is a very efficient method.

For example:

You: And today we still have a promotion - when buying goods in the amount of 20,000 rubles, we provide additional discount 10%.

Refinement of demand

At the third stage, you have already received confirmation of demand from the client, and when you ask him the same questions again, naturally, you will receive positive answers. But now you've offered him enough profitable terms and this needs to be emphasized.

For example:

You: You said that you are interested in more favorable conditions, and so we offer you this, right?

Working through objections

This is the penultimate stage, and the client may slip away with claims that you will not be ready for. Therefore, think over in advance the questions that a representative of the company can ask you, and prepare the right answers. In this case, a competent script technique will help you conclude many profitable contracts. Questions may concern not only the cost of the goods, but also its delivery, quality, and the activities of competitors. Here is an example of how you can answer the objection.

Company representative: We already have a good stationery supplier.

You: But everything is known in comparison, you did not work with us and cannot evaluate our services and the quality of our goods. Let's try to conclude a medium-term contract, and you can compare.

Questions may concern not only the cost of the goods, but also its delivery, quality, and the activities of competitors.

Completion of the deal

At this stage, a competent manager receives a positive decision from a representative of the company and begins to draw up a contract and all relevant forms.

The sales department most often uses such scripts to effectively promote their product. The value of a well-designed script lies in the fact that even a beginner will be able to correctly respond to certain situations and successfully sell a product.

In order for you to have working scripts, try them out in action several times, evaluate their effectiveness, supplement and make changes if necessary. Analyze speech, intonation, sequence of questions.

We have given an example of a script that is advisable to use when selling a product. But after all, a script can be written not only for sales, but also for scheduling meetings, concluding contracts, and many other actions. To do this, you need to choose the right questions and distribute them into blocks.

The telephone is a tool, and whether the manager builds an effective dialogue with a potential client or not depends on the ability to use it. No one likes when they call him and impose something that he does not need at all.

However, cold calling is not a waste of time. They can and should be done. effective way hiring the right managers, which will not turn the whole process into a banal call. In this article, we will look at what cold calls are and the rules for their implementation.

What is cold calling in sales

All calls can be divided into two broad categories: cold and warm. Warm calls are contact with a client who already has an idea about your company. For example, he previously purchased a product, or was simply interested in services. The purpose of warm calls is to remind you of yourself in order to restore cooperation. Warm calls imply that the operator already knows who his buyer is, as well as how he can be interested. What then are cold calls?

Another thing is cold calling. Here the operator knows almost nothing about the client. Communication goes according to a script written in advance. The operator calls the database of potential customers and offers the company's product. As a rule, cold sales have low efficiency, however, sometimes they are the only way to get through to the head of the enterprise.

According to statistics, only 1 client out of 100 "falls" on the hook of the operator and performs the action he needs, for example, purchases a product.

In what cases are used

The B2B industry is not complete without cold calls. So, this sales technique has just begun to gain momentum. What is it for?

• for a constant influx of new customers into the company;
• to announce that it has entered the market new company or service;
• in order to update the client base;
• to select the most promising potential customers.

Video - how to write sales scripts for B2B:

In Russian practice, cold calls are most often used in such areas as advertising, production, wholesale and anything related to real estate.

Advantages and disadvantages

Although seemingly ineffective, this method of telemarketing has several advantages. Let's consider the main ones.

• Such telemarketing much more efficient than distributing flyers and other printed materials. Moreover, it is through a telephone conversation that you can ask for a personal meeting with a responsible person.
• Client automatically set up for business when communicating on the phone, and this also helps to sell a product or service.
• Telemarketing is effective way to do research. So, even if the operator failed to persuade the client to buy a product or service, then his interlocutor probably answered some questions, on the basis of which a more accurate map of the target audience can be made.
• The effectiveness of cold calls directly depends on the manager who implements them. So, you can increase it by hiring the right competent specialists.

Video - examples of cold calls for a manager:

Options for organizing sales in the form of calling customers in the database

In order to organize cold calls, you can either involve the managers of your organization, or outsource this process, for example, to the Call Center. Both options have both pros and cons.

Own managers

How good are your managers? They know everything about their product. So, you will not need to give them information about what you are going to sell over the phone. Also, the organization of calling the base by your own staff is a cost minimization, because you do not need to pay a third-party organization. In addition, there are the following nuances when organizing telemarketing with the help of your employees:

• Human factor. When making about a third of cold calls, the operator is faced with negativity: people on the other end of the phone are rude and just hang up at the most inopportune moment. If you don't want your employees to experience the next few weeks Negative influence nervous secretaries and negligent directors, then it is better to outsource cold calls.
• You'll have to on your own write a conversation script, according to which the call will be made.
• Ordinary managers most likely not familiar with active sales techniques and therefore the effectiveness of cold calling performed by ordinary employees will be somewhat less than if you entrust it to professionals.

Cold calling through regular employees is effective when the customer base is small and you are in the mood for a good return on telemarketing.

Agreement with a third-party CALL center

Outsourcing a task has several obvious advantages, chief among which is efficiency in making calls. Call center operators have developed a sales technique for themselves and it is easier for them than for company managers to reach out to the decision maker. The services of a third-party company should be used if the client base for calling is very large and the process will take a long period of time.

You should not assume that since Call-center employees do not have an idea about the promoted product, they will not be able to complete the sale. In fact, in cold calls, it is enough to know the technique of conducting them, and not information about the product being promoted.

The disadvantage of this method of conducting cold calling can be called monetary costs, since the services of outsourcing companies are quite expensive.

Cold calling as a telephone sales technique

Cold calling in marketing is a whole science that has several sections. So, one of them is the conversation pattern. If you call the company, you will most often get to the secretary or operator. But how do you get to the contact person you need?

Universal Conversation Scheme

Almost every cold conversation consists of several stages. So, when you call the company, you get to the secretary. As a rule, more than half of cold calls end here, because a competent secretary will never let a "salesperson" to the manager. If the manager successfully bypasses this stage, then he faces the following tasks:

1. Get to know the decision maker and try to establish contact.
2. Understand what the potential customer needs. Talk about the company's product or service. Respond to all objections.
3. Set up a meeting with the goal of closing it with a sale.

LPR - what is it in sales

The decision maker (decision maker) is the person in the company who can approve or, on the contrary, make adjustments to the project. Do not assume that this person must necessarily be a director. So, sometimes this person is the deputy director, Commercial Director, head of sales department or just general manager. It all depends on how the hierarchy is built in the company.

It is not easy to find an approach to such persons, however, with a competent conversation, the operator has the opportunity to bring the decision maker to a cooperation agreement, or at least to the fact that he agrees to accept the manager in the office.

Video - how to arouse customer curiosity in the first seconds of a cold call:

In order to calculate the decision maker in the company, you must be a "scout". From your questions to the secretary, go trustee depends on whether you understand who to contact in order for the purchase of your product to be approved.

The operator must be resourceful and bold in order to clarify who makes the decisions. This can be done, for example, through the accounting department or the purchasing department. Do not be afraid to ask the last name and first name of the responsible person, this will only increase loyalty to you.

An operator who is trying to convey the importance of purchasing a product must also be a marketer in order for his unique selling proposition to be truly “unique”, and not copied from competitors.

You should be prepared to explain the benefits to a potential buyer, and, knowing his pains, convey the benefits of acquiring the company's product.

If these conditions are met, the decision maker will make contact on his own, without waiting for the final part of the manager's speech.

Skills such as wit, creativity, a fresh perspective, high level communications.

How to bypass the secretary when cold calling

There are many scenarios for bypassing the secretarial barrier. Thus, the task of the sales manager is to determine which approach will be more effective in communicating with a particular secretary. What can be done so that the secretary connects with the decision maker?

Enchant

In order to bypass the secretary, you can use flattery. A couple of compliments should be thrown in his direction regarding his professionalism in his work. In most cases, this immediately increases the secretary's loyalty to the operator, and he will be ready to connect him with the decision maker.

Recruit

You can pretend that the director/sales manager/deputy boss himself asked you to call him back. In a dry and persistent tone, you need to introduce yourself to the secretary and say that the decision maker is waiting for a call from him. This trick often works.

Video - 11 tricks for passing a secretary with a cold call:

However, it will not work to “recruit” a secretary who is no longer young and experienced. As a rule, on large enterprises the director is "protected" by a woman of Balzac's age, who immediately sees through the recruitment attempt. If the operator feels that this method will not help here, then the only option left is to be polite and courteous and ask the secretary for help.

cheat

Not everyone can cheat, however, this technique also works. For example, you can call the secretary and say that such and such a company is preparing a business letter for the purchasing manager, but cannot find his last name, first name and patronymic, as well as contact details in order to transfer the business letter. The secretary can not only suggest a name right person, but also give an e-mail or even a phone number.

Show resistance

Not everyone can apply pressure, but power techniques work great. The main component of such a technique is the "staging" of the secretary in his place. So, after he refuses to connect you with the decision maker, you should ask who exactly is involved in the decisions, and also clarify that this information will be reported to the company's management. The secretary will return to his post and it will be possible to continue the usual live communication.

You can find out contacts not only from the secretary, but also from other employees of the company. As a rule, they have less contact with "salesmen" and it is for this reason that it is much easier to find an approach to them.

Using scripts

A script is a pre-planned sequence of actions that is executed as the call progresses. A scenario can be called a script, where the choice of this or that action depends on the action of the “opponent” (DM or secretary).

Scripts help to conduct a conversation as fruitfully as possible: for example, practice has shown that working with scripts increases the likelihood of a sale up to 30%.

Scripts come in two types: rigid and flexible. Hard scripts suggest that there are not so many options for the development of events. Rigid scripts are used when the promoted product has many advantages and it will be difficult for a potential client to refuse the operator. For example, you simply offer a huge discount, or some other benefit that your competitors do not have.

Flexible scripts will be used when the promoted product is “complex”. In order to sell it, creative and creative managers are required. There are many options for the development of events, and that is why flexible scripts are multivariate.

Work with objections

The decision maker will resist in every possible way to make a positive decision. So, scripts help answer all his objections. For example, a decision maker may say that the company is having a difficult time and in cash she doesn’t have it right now, or simply and clearly answer “I’ll think about it,” which is equivalent to “I refuse you.”

Consider the most popular scripts to convince the client that his objection is worthless compared to the merits of the product.

• Yes, but along with that …

Convince the client that along with the disadvantage that he identified, the product has many advantages. For example, if a potential client says that he has heard a lot of bad reviews, convince him that positive feedback ten times more about the product.

• That is why….

A potential client wants to think and offers to contact you a little later? It is worth answering such a decision maker that this is why you want to meet with him. The decision maker says that the product is expensive? That's why you offer him a trial version or a huge discount.

• Make the client remember past bad experiences.

For example, he also claims that your services will cost him a decent amount of money. Ask him if he ever bought a cheap product and then went for an expensive one anyway. Surely he will confirm your guess and it will be even easier to close the decision maker for sale.

conclusions

So, cold calls are a time-consuming, but quite effective way not only to attract new customers, but also to clear the customer base of unnecessary counterparties, and also just to make a small reminder that your company will always be happy to provide them with services or sell goods.

Cold calls can be made both independently in the organization, and this process can be outsourced. Both methods have both advantages and disadvantages. Cold calls are only gaining momentum and their popularity as a sales method is growing every day.

Video - cold calling tips:

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Hello! In this article, we will talk about such a phone sales tool as a script.

Today you will learn:

• What is a conversation script with a client on the phone;
• How to write a sales script over the phone;
• What types of telephone sales scripts exist .

What is a phone sales script

A phone for a marketer is not only a means of communication, it is also an excellent channel for promoting and distributing products.

To understand how to sell a product using only a telephone conversation, you need to remember the specifics of telephone communication:

• Solution. Usually, modern man makes calls to find out or agree on something, in other words, to solve a problem;
• Brevity. A telephone conversation is always shorter than a face-to-face conversation on the same topic;
• Dialogue. Phone conversation always involves a dialogue between two people.

Not every sales manager is able to briefly describe to the client his proposal for solving the problem that needs to be identified in the process of a telephone dialogue with the client. Therefore, in order for the conversation between the seller and the potential client to turn into sales, it is advisable to use pre-written dialogue scripts or scripts.

Script - a script for a dialogue between a sales manager and a client, designed to improve the efficiency of the former and attract the latter.

You need a phone sales script if:

• Do you sell by phone?
• Your office employs at least three managers for the implementation of telephone sales and telephone counseling for clients (a smaller number is easier and cheaper to train to work without scripts);
• You want to improve your overall phone sales performance. In this case, the effectiveness of individual managers may decrease.

If you agreed with each point, then we need to move on and decide what types of phone sales scripts are right for you.

In total, four types of scripts are distinguished, depending on the level of development of the client and the market in which the client is represented. Each type of script involves its own telephone sales technique.

	Warm customer base	cold base clients
Consumer segment	A “warm” script is used if you call a potential client who recently made a targeted action in relation to your company: made a purchase, registered on the site, visited the store, and so on. That is, you know that this client interested in your product. The goal of the manager is to remind about the company, to offer products that may be of interest to this consumer, to convince him of the usefulness of this product.	In this case, you are calling "blindly". Probably, your interlocutor does not know about your company and product at all. The goal of the manager is to inform the interlocutor about the company, identify the client's problems and offer options for solving these problems. That is, the manager must get a completely new client for the company
Industrial segment

Any of these types is based on the following principles:

• Equality. You and your client are partners. You should not persuade the client to take a targeted action or accept unfavorable conditions. Your job is to see the client's problem and offer a solution. The client's business is to refuse or agree. Otherwise, you will lose the client's respect for your company;
• Cooperation. You should not argue with the client, you should prove to him that he really needs your product and the purpose of your call is to help. To do this, you need to ask a potential client such questions, the answers to which you know in advance. For example, manager: "Do you use a lot of paper per month?" Client: "yes" Manager: "do you buy a new ream of paper every week" Client: "yes" Manager: "would you like our company delivered paper to your office every week at a convenient time for you?”

IN this example we offer a solution to the client's problem and at the same time use the law of three "yes";

• Knowledge. The sales manager must know the specifics of the company, understand its products and services.

Script structure

Now that we have decided on the types of the script, let's decide on its structure. Since scripts for the consumer market are significantly different from scripts for the industrial market, we will analyze them separately. Let's start with the consumer segment.

Structure of the script for the consumer segment

To clearly show what is the difference between scripts for a warm and cold customer base, we will display the structure of the scripts in a small table.

	warm base	cold base
Greetings	Introductory phrase: good afternoon (evening, morning)	Introductory phrase: good afternoon (evening, morning)
Performance	"Customer name", my name is "manager name", I am a representative of the company "company name"	“My name is “manager name”, how can I contact you? I am a representative of the company "company name", we are engaged in .... " You do not need to give the name of the client, even if you know it!
Finding out the circumstances	We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back)	We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back)
Clarifying questions	We remind the client that he recently purchased our product or performed another targeted action. For example: “Last week you purchased our product “name”. Did you like it?"	We reveal the need of the client: “Do you know the problem ...?” "Would you like to get rid of her?"
Purpose of the call	We indicate the purpose of the call: “Yesterday we received new product, complementing "the name of the product that was already purchased earlier." It will allow you to achieve a double effect and save you from the problem for a long time ... ”Here the consumer either purchases the product or objects	We offer our product/service to the client. If the client objects, we proceed to the next step.
Answer to objection	We use everything positive characteristics product or company to convince the consumer of the need for this product	We identify the reason for the refusal to purchase the product. We solve the problem for which the consumer refused, as a rule, it is necessary to solve three such problems
goodbye	Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye"	Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye"

Structure of a cold calling script for an industrial client

In this case, it would be advisable to omit the conversation script with the industrial client from the warm base. As a rule, it corresponds to the conversation script for the warm base of the consumer segment.

for industrial customers will consist of the following steps:

1. Preliminary. We send to email potential customer your commercial offer. This must be done half an hour before the call is made. Write down the goals of the conversation;

1. Search for a contact person who makes a decision in the client company on your issue;
2. Secretary bypass. As a rule, the secretary of the responsible person, who has his own script for refusal, will answer you first. You need to bypass it. To do this, adhere to the following rules:

• It is necessary to show by intonation and manner of speaking that the responsible person needs this cooperation more than you;
• Clear, correct, confident speech;
• The following phrase should sound in the conversation: “Who can I talk to about this issue” (“Contact me with the person responsible for this issue”).

1. Talking to the decision maker. The structure of the script for a conversation with the responsible person of the company will look like this.

Stage	Action
Greetings	Introductory phrase: good afternoon (evening, morning) “Interlocutor’s name”
Performance	We call our first and last name
Clarifying questions and product introduction	Do you use communication services from our company "name"? Now we have a new offer, for regular customers it will cost twice as much. It will allow you to “name those benefits that are of interest to your interlocutor.” For example, for the boss - cost reduction and profit, for ordinary workers - simplification of work
Work with objections	We identify the reason for the refusal to purchase the product. We solve the problem for which the consumer refused. As a rule, three such problems need to be solved
goodbye	Thank you for your time, we will be glad to cooperate / see you / tomorrow our specialist will come to you at the appointed time

An example of handling objections

At the end of the article, I would like to focus on this particular block, since it is the most dangerous in terms of losing a client.

Objection	Answer
We don't need this product	"The product is able to solve the problem with ...". It does not help, you can offer an alternative product and name its useful qualities for the client
I have no time to talk (after the clarification stage)	“It won't take more than 10 minutes. I can call back at another time. At your convenience?"
We already have a supplier, he suits us	“We do not propose to replace your current partners, we propose to supplement them so that everyone is comfortable working and there are no such problems as “listing the client's problems”
Expensive	Many of our clients have pointed to high price, but all questions were removed after they tried our product. Let's give you a 20% discount on your first order so that you can be sure of this.

In fact, there may be many more objections, we have given only the most common options. It is important to think through each and work through it so that the manager can give a clear rebuff and not lose the client.

Sample (example) script of sales by phone

And finally, here's the full phone sales script. Let's say we sell shampoo for dry hair to a cold customer base.

1. Greetings: Good afternoon
2. Performance: " My name is Anna, how can I contact you? I am a representative of the Volosatik company, we are engaged in the manufacture of natural hair care products. "Customer Name", we have a special offer for you."
3. Clarification of the circumstances:"Are you comfortable talking now?"
4. Clarifying questions:“Do you know the problem of dry and brittle hair?”, “Would you like to get rid of it?”.
5. Purpose of the call:“Great, we offer a natural shampoo for dry hair. The fact is that licorice, which is part of it, retains water, and the absence of sulfates allows you to preserve the structure of the hair. Did you know that 90% of shampoos in stores contain sulfates, which destroy the hair structure, slowing down growth and making them brittle? (No Yes). In the manufacture of our shampoo, we focused on the absence of harm to the hair. At the same time, the price of our shampoo corresponds to the average market price and is 500 rubles per 400 ml.”
6. Work with objections: examples of working with objections are given in the table above.
7. Goodbye: Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye".

Video about phone sales scripts

commercial activity transport company consists not only of registration, mutual settlements with counterparties and the organization of our own fleet. It is important not only to maintain internal order and strengthen ties with regular customers, but also to attract new ones by timely advertising campaigns, developing discount and bonus programs and sending commercial offers to potential partners. The latter makes it possible to notify about the services offered pointwise, referring to a specific legal entity, and not to the entire target audience.

For cargo transportation, it’s no more difficult than writing. The main thing is to imagine what blocks the text should consist of, and follow the recommendations below.

How to make a commercial offer for cargo transportation?

As well as, the offer for cargo transportation should be focused on the target audience - this is the main recommendation, without which you can forget about efficiency marketing move. Sole proprietor or entity need to have their products moved by a third party; if transportation is carried out by the manufacturer or consumer, it actually makes no sense to send a commercial offer.

Important: no matter how profitable the offer to provide transport services, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of the format business letter. If the owner of the transport company or subordinates do not have the opportunity to write a high-quality commercial proposal, they should contact a specialist - a marketer or copywriter, and if possible, involve a graphic designer who will be able to develop a unique letter design.

Another important requirement for a commercial offer for cargo transportation is its brevity. The potential counterparty to whom the document is sent will not read several pages of small text containing all conceivable information about the services provided. It is enough to interest the future business partner - the rest can be discussed by phone, e-mail or in person.

According to modern standards business correspondence The commercial offer for cargo transportation should fit:

• on one sheet of A4 format, if it contains only text without images, tables and diagrams (the volume of the text is approximately 2-3 thousand characters without spaces);
• on two sheets of the same format, if it includes additional information - photographs, specifications used Vehicle, graphics and more (the volume of the text is the same plus a few explanatory inscriptions).

The text of the commercial offer should be as short as possible, but capacious, so that the recipient of the letter has the opportunity to get an idea of ​​the entire range of services offered by the transport company. You should not dwell on general offers or self-praise: it is first of all important for the counterparty to know with whom he will work, and not what opinion about the company its head has.

Commercial offers for cargo transportation, like any other, can be of two types:

1. "Cold". They are sent to an unlimited number of recipients, and therefore are impersonal: the sender does not focus on the specifics of the recipient's business and, of course, does not address the latter by name, being content with a general greeting. Due to their versatility, they are not very effective and are used only for the initial selection of potential customers: subsequently, individual work will be carried out with each respondent.
2. "Hot". The addressee in this case is a specific person or organization, which means that the compiler of the document can use the entire arsenal of verbal influence on a possible counterparty - from a personal appeal to pointing out the special needs of his business and recognizing past commercial successes and merits. They are much more effective than “cold” ones and do not involve intermediate stages of cooperation: immediately after the recipient’s response, you can start negotiations.

Advice: it is better to prepare commercial offers for the provision of transport services of both types - both “cold” and “hot”. This will give the company the opportunity to find new customers without interrupting interaction with old ones. Below are examples of such proposals, modifying which, you can build a continuous cycle of communication with contractors.

A good commercial proposal should consist of the following blocks:

1. "A cap". May include the sender's logo, company pattern, full-page border or border, the full official name of the company, executed in such a way as to be a visual complement to the logo, and other significant graphic and textual elements.
2. header. The text in it should interest the addressee and encourage further reading, and therefore it is better to use not a dry name like “Commercial offer”, but the company’s corporate slogan or, if there is none, a slogan drawn up for the occasion.
3. Greetings. For “cold” emails, it can be the most general (“Dear colleagues!”) or absent altogether; for "hot" - sufficiently updated, with a mention of the name of the future counterparty, the name and patronymic of the head of the company or private entrepreneur and previous facts of cooperation ("We are glad to welcome you again!").
4. The essence of the proposal for the provision of transportation services. It should fit in one paragraph, and even better - in one phrase. Details will be given in the next block.
5. Main part of the offer. Here, without going beyond the specified framework, one should list the main conditions of transportation, the advantages of cooperation with the addressee, clarifying details (graphs, diagrams), optionally a small price list and positive examples of cooperation with well-known Russian and foreign companies, as well as reviews of the most influential counterparties.
6. Conclusion. If the commercial offer is "cold", it may just be a call to action ("Call and check!"); if "hot" - a few kind words addressed to the recipient and an assurance of the need for further cooperation.
7. Signature "With respect ..." or similar to it. In this block, you should give the name not of the originator of the document, but of the head of the transport company, as well as contact details, using which you can contact the addressee's representative.

Commercial offer for cargo transportation - sample

Today at global network can find set or shipping products. Below are five sample emails: four "cold" emails suitable for mass mailings, and one "hot" email targeted at a specific recipient.

Like , these texts can and should be modified, adjusting them to the current situation: the more accurately the letter corresponds to it, the greater success among recipients is guaranteed.

Sample #1

Transport company "Always on wheels" - speed, reliability and constancy!

Dear Colleagues! Our transport company, which has been on the market since 2015, is engaged in all types of cargo transportation (from bulk and regular to single deliveries) throughout Russia and the CIS countries.

We work with individual entrepreneurs and large domestic companies always with the conclusion of a formal contract for the provision of transport services. Our advantages include our own fleet of vehicles with modern vehicles capable of delivering your cargo anywhere in the country in the shortest possible time, a responsible approach to solving logistics issues, transportation insurance at our expense and, of course, competitive prices. We guarantee that any of your shipments will reach the recipient safe and sound, and if necessary, we ourselves organize the processes of disassembly and assembly of overall units and mechanisms.

Our offer:

• delivery of any postal items(letters, parcels, parcels) without intermediaries - you just need to pack the item and indicate the destination address;
• container transportation from 1 to 50 tons in Russia and abroad - customs clearance and other formalities we undertake;
• tracking cargo from the point of departure to the destination using modern trackers of increased accuracy;
• at the request of the client - forwarding at the points of loading and unloading of goods at the expense of the transport company;
• you can pay for transport services in advance, after the fact or in installments - we will consider any suitable option and add payment terms to the contract;
• only professionals work in our team - you can not be afraid for the safety and speed of delivery of the shipment.

You can check the price list on our official website. To discuss the details of cooperation, use the phone number below, write an e-mail or contact us on social networks!

Our work is a guarantee of your peace of mind and good mood!

Sincerely,

Sample #2

Transport company "Always on wheels" - we deliver anything, anywhere and almost for free!

Dear friends! Our company specializes in cargo transportation and delivery of postal items. We have been operating since 2015; Among our clients are both private entrepreneurs and large companies And state enterprises. You can get acquainted with their reviews, as well as the price list and detailed conditions of cargo transportation on the official website of Always on Wheels - do not forget to bookmark it!

The sphere of cargo transportation is too specific: trusting a shipment, whether it be a unique item or a batch of standard products, from a company that does not have the experience, means exposing your property to unreasonable risk. Only professionals with many years of experience work for us - from loaders and assemblers to drivers and logisticians. And so that you do not worry about the safety of the cargo while it is on the way, we will insure it at our own expense - each unit individually or the shipment as a whole! And, of course, we will not forget to make a detailed inventory - no matter what happens, the addressee will receive the shipment in its entirety and in the proper quality.

In our work, we use modern shipment trackers that allow you to monitor the movement of cargo in real time: you get a batch number, enter it on our website and see exactly where your package is. If necessary, we provide forwarding services at our own expense at the starting and ending points of transportation - do not forget to mention this before signing the contract!

The main activity of our transport company is container transportation from 4 to 45 tons throughout the country and abroad. On an individual order, we also deliver small items (letters, parcels and parcels) with a guarantee of complete safety and drawing up an official contract for the provision of services.

We offer clients several payment options: preliminary, full or partial, after the fact and in installments. Give us a call or send us an email and we'll be happy to discuss the details!

"Always on wheels" - the recipient is closer than you think!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #3

"Always on wheels": your cargo is our solution!

Since 2015, the Always on Wheels transport company has been providing services for the transportation of any items and cargo - from letters and parcels to wholesale deliveries of products. We guarantee fast and careful delivery to all corners of Russia and the Commonwealth of Independent States - all you need to do is prepare the shipment and indicate the destination address.

The main advantage of our company is our own fleet of vehicles, consisting exclusively of modern cars. Each of them is equipped with GPS trackers - which means that your cargo will not be lost, no matter where you send it!

Moreover, we have developed a special shipment tracking system available to each client: you get an individual batch number, after which, by entering it on the Always on Wheels official website, you can instantly find out where your letter, parcel or container is now. It's simple and completely free - and to give you confidence, we offer a free (!) freight forwarder service at the loading and unloading stage. Do not forget to mention them before drawing up the contract - this option is included in it as a separate clause.

"Always on Wheels" is a team of professionals in their field: here everyone (from the loader to the logistician) knows how to ensure the safety of the cargo. We insure shipments at our own expense and in the format that suits you best: each unit can be insured separately, and if you are sending a bulk shipment, we will conclude a single contract with the insurer providing for a full refund in case of unforeseen circumstances.

Our special pride is the established relations with the most prominent domestic and foreign trading companies. You can read their reviews about "Always on Wheels", as well as leave your own on our official website. For regular customers, a discount program has been developed, participation in which allows you to save up to 30% of the cost of transportation according to a standard contract. Find out how to start saving now - check out the special offer for new contractors!

Use the services of "Always on Wheels" - do business, and leave the logistics to us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #4

"Always on wheels" - forward to new achievements!

Transport company "Always on Wheels" is an organization of federal significance, which since 2015 has been providing services for the transportation of goods both in Russia and abroad. When concluding a contract on individual terms, we will deliver your cargo to anywhere in the world - the cost of the service is determined based on your needs and our capabilities!

Our advantages:

• own fleet of modern vehicles designed to move cargo of any weight and dimensions;
• the state consists exclusively of professional staff- from loaders with extensive experience and certified assemblers to drivers and logisticians who annually take refresher courses;
• for regular customers there is a unique discount program that allows you to save up to 15% of the standard cost of transportation according to the contract from the fifth departure;
• for our new partners, we regularly hold the “Now on Wheels” promotion: join and get a discount of up to 10% and a set of branded souvenirs right now;
• we insure all shipments (from letter to container) for the full value of the cargo at our own expense - even in the most adverse circumstances, you will receive 100% loss compensation;
• if necessary, we provide free forwarding services at the starting and ending points - this option is fixed in the contract for the provision of transport services;
• you can pay for cargo transportation according to several schemes: before shipment, upon arrival at the recipient or in installments;
• If we do not fulfill at least one clause of the contract, you will receive the money back in full.

You can learn more about the offer, as well as read the reviews of our customers and leave your own on the official website of the company. To contact us, call the number below, send email or visit one of our social media pages.

"Always on wheels" - come with us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #5

"Always on wheels" - your personal forwarder!

Dear Nikifor Egorovich! As part of our cooperation, we are pleased to inform you about the expansion of the range of services. Now we work not only with container transportation, but also deliver any shipments - from ordinary letter to complex parts and mechanisms. The dimensions and weight of transported objects are not limited by anything.

We have made impressive progress since 2016. Our negotiations concerned transportation in Russia and abroad, and the expansion of your company's client base was accompanied by the provision of new discounts and bonuses from our side. It was the joint work that became the key to further commercial promotion - both for you and for us.

Since then, we have expanded and significantly modernized our fleet by acquiring modern vehicles, the use of which guarantees the safety of each of your shipments.

We have introduced a system compulsory insurance each shipment at your own expense - you can choose whether to insure each item individually or the entire shipment. This means that even in unforeseen cases, you receive a 100% refund of the cost of the goods - quickly and without the slightest obstacle on our part.

You have already used the services of our forwarder. Now it's completely free - just mention this option before signing the contract, so that we will include it as a separate item.

We are always glad to offer you the services of experienced loaders and qualified assemblers, which is especially important when transporting large and massive components and mechanisms. Now you can send anything by our transport company - up to planes and cars!

Finally, we have launched a full-fledged online tracking service for shipments: just get the delivery number, enter it on our website - and see where in the country your shipment is located! The service is provided completely free of charge.

To find out about all the innovations and get acquainted with the price list that comes into force on December 1 of this year, go to the website of our company - it is available at the same link as before. You can contact us by calling the phone number below or by sending an email.

We look forward to further productive cooperation!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Summing up

Drawing up a commercial offer for cargo transportation is as much an integral part of the functioning of a transport company as it is. Offers are "hot", focused on a specific recipient, and "cold", intended for mass mailing and involving further "processing" of the client. The text should be well-written, concise and capacious enough to interest a potential client. For greater effect, it is recommended to include graphs, tables and charts in it.

A commercial offer for the provision of transport services consists of the following main blocks: header, title, greeting, essence of the offer, call to action and farewell. If the text of the letter is found on the Internet, it should be modified according to the needs of the sender and the potential client. You should not stop only at "hot" or "cold" offers: by sending out both types of letters, the transport company will be able to create a full cycle of work with contractors - from attracting to retaining them.