A great sales script increases sales. When people want to talk with you cold calling becomes fun. Working with a high quality script saves time. It’s worth taking time to develop a powerful script. You’ll spend more time in conversation with decision makers (& candidates if you recruit) and ultimately close more sales by working smarter.
An increase in sales depends on perceived value. Strike a chord by framing your offer in a way that solves problems. Sell to the right market. Use words that appeal to what matters to your customer. Talk about benefits. Differentiate between teaching and informing. Offer complimentary services where possible.
You have less than 40 seconds for your prospect to decide if he wants to have a conversation with you and whether he likes you. To improve your success rate follow this format:
Your prospect must understand: (see video below)
· 1. Who you are
· 2. Why you’re calling
· 3. 'What’s in it for me?' Address WIIFM for the prospect in a very few words.
When I recruit I use one of two openings consistently. The vast majority of people are willing to talk with me and my job becomes rejecting unqualified candidates respectfully.
One cold call opening I use is: “Hi. My name is Kimberly and I’m an Executive Recruiter, or Headhunter if you will. Your name has come to me on a confidential basis (if it did) as someone who is very good at what you do. I do have a position to discuss with you, can you talk privately?” They’re engaged or we set a time to talk later. This is only the beginning.
Some candidates get a lot of recruiter calls and try to dominate the conversation because they’re busy people. They push for my client’s name or the salary range. I give them tiny morsels. My job requires I interview and qualify before I reveal anything about my client. I tell candidates all their questions will be answered if they are a good fit for the position. I’m selective.
The next step is critical because it sets the tone of the relationship. “In order to make a move and feel like you’re taking a step up in your career what would need to be in place?”
That question immediately gets the candidate to think. They understand no one’s pushing them to do anything they don’t want to do. Candidates like talking about themselves. They recognize a pro (you) and feel validated when someone asks what matters to them. There's no need to push. Manage the recruiting process with questions. This first question demands they disclose what they need and want in their career to advance. More often than not I hear, “No one has ever asked me that’ or ‘Let me think”. Or, “Hm. I’ve not thought about it but I guess…” And off we go.
By focusing on what the other person needs and wants you establish rapport quickly. Your sales script questions demonstrate your expertise. You are a consultant. Speak slowly and clearly. Speak with authority. Expect people to sit up, take notice and pay attention. Pretend you’re the CEO of some giant corporation. CEOs do not call someone and chatter like a squirrel or talk so fast no one could understand them. Slowing down is a subtle way to demonstrate your power.
People buy from people they like and who make them feel comfortable. We’re impulsive. The “Do you want fries with that” upsell close has made McDonald’s billions of dollars.
Know the difference between a feature and a benefit. Here’s a video on script writing I found on YouTube that demonstrates my point in a tutorial. I agree with everything said on the video.
“Cold Calling, Nail the First 20 Seconds’.
Watch this video. Take the time to craft your own killer script. Tailor it to your target prospects and your closing ratio will soar. You’ll cold call less because your conversations will last longer. You’ll make more sales in less time. As a business owner, recruiter training will help grow your business.
by Kimberly Schenk, Recruiter, Trainer, and Author