Telephone sales scripts - techniques, examples and templates for effective calls. Selling goods by phone: how to learn to sell Properly offer products by phone

Development  Next telephone conversations is the ability to concisely and clearly inform the client the purpose of your call and quickly interest him in cooperation.

Alas, quite often, immediately after the presentation, sellers start a hackneyed and tired song: “We want to offer you...” and then a tedious listing of the characteristics of the product or service.

Of course, the first desire that arises in the client is to refuse and hang up as quickly as possible. This is understandable. None of us likes it when people want something from him very much. Moreover, if this desire comes from a stranger whom he has never even seen. And even more so when in order to satisfy this desire you need to pay a nth amount of hard-earned money. Remember your school physics course?

The action force is equal to the reaction force. © Newton's Third Law

So it is here. The more you persuade the client, the more he resists, even if your offer is actually incredibly profitable for him and can reduce costs and/or increase profits by one hundred and forty-eight percent.

How to be?

They say you never get a second chance to make a first impression. Therefore, it is extremely important to interest your interlocutor with your very first phrase, so that he wants to listen to you further, to consider your detailed Commercial offer or meet (depending on the purpose for which you are calling).

And in order to gain the client’s attention and interest, you should remember a few simple things:

Firstly, give up this “garbage” phrase “We want to offer you...”. This is the same as the “favorite” and rather annoying question of sales consultants: “What can I tell you?” The answer immediately suggests itself: “I don’t need anything.” After all, such a “frontal” remark puts your interlocutor “against the wall” and forces him to make a decision “here and now” when he is not yet ready.

The formulation “We would like to find out the possibility of cooperation...” sounds much “softer” and more effective. Agree, talking about possibilities does not commit you to anything yet, and therefore causes much less tension.

For example:

- We know that your pharmacy is located near the maternity hospital. And we just sell products that are in demand in such places, for example, pacifiers, bottles, baby powder, etc. We are not working with you yet, so we decided to clarify how interested you would be in working with us.

Secondly, don’t tell the client anything – NOTHING! – about the characteristics of your goods or services. Most people are simply not able to immediately perceive by ear so many details and details that are new to them. Remember that it is you, not your customer, who interacts with your product/service every day. And what is familiar and obvious to you may be incomprehensible and tiresome to the client. At the same time, it is much easier for your interlocutor to refuse than to make efforts to comprehend the flow of (unsolicited!) information that has fallen upon him.

Instead, be prepared to immediately - in the first sentence following the introduction - name the MAIN benefit of cooperation with you.

- The sage says that there is only one rule in the world: a tiny question on which our luck depends. The more often this question is asked, the stronger we will become. Do you understand what this question is, Mr. Green? What does this give me? © From the film “Revolver”

Think about what the main " headache» Can you eliminate your potential client if he purchases your product or uses your services? What is the maximum benefit he can get if he agrees to cooperate? Increasing sales, saving money, reducing staff turnover, reducing risks, expanding business, eliminating equipment failures, increasing productivity, putting things in order, reducing costs?

One million quarter-inch drills were sold not because people wanted quarter-inch drills, but because they wanted quarter-inch holes. © T. Levitt

Look at the situation not through the eyes of a seller who has a super-duper product/service, but through the eyes of your client. What will he get in the end?

Moreover, here, as nowhere else, it is not the quantity of arguments that is extremely important, but their quality. Save buyer time and thinking! Speak to the point and only about the main thing. Remember, you only have 30 seconds to impress and hook your interlocutor. Use them effectively!

For example, the first time I talk to my prospects on the phone, I don't tell them that I can develop a workflow for the sales force or provide sales training. But I always say in the first sentence that I can help them increase sales. Almost all companies want this. And this stated benefit is quite enough for the client to continue listening to me, start asking clarifying questions and ultimately agree to a personal meeting.

By the way, if the purpose of your call is to arrange a meeting, try not to reveal the essence of your proposal in all details over the phone, keep the intrigue (remember the “bitten candy” effect). After all, if you tell everything over the phone, the client simply will not be interested in meeting with you.

Or here's another example. Several years ago, a colleague and I were developing an outsourcing contact center service for sale. In this script there was this phrase:

- We can help you increase the number of daily contacts with clients several times, without “inflating” the staff of your company.

In addition, as a “yummy” when collaborating with your company, you can offer the client the provision of some exclusive information about the market or the opportunity to receive privileges from your business partners:

- We have a certain influence in this market, and cooperation with us can help you get additional income. For example, we have competent suppliers who provide our company with certain benefits, and if we characterize you as our partner, you will also enjoy these benefits.

At this point I interrupt the story and leave you room for imagination :-). Read the continuation of the topic in the following articles.

You can also purchase and significantly increase the efficiency of outgoing calls in your company in the first month of using this tool.

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

Today you will learn:

• What is a script for talking with a client on the phone;
• How to write a telephone sales script correctly;
• What types of telephone sales scripts exist? .

What is a telephone sales script?

For a marketer, a telephone is not only a means of communication, it is also an excellent channel for the promotion and distribution of products.

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

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

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

Script – a dialogue scenario between a sales manager and a client, designed to increase the efficiency of the former and attract the latter.

You need a telephone sales script if:

• Do you sell over the phone?
• Your office employs at least three managers to implement telephone sales and provide telephone consultations to clients (a smaller number is easier and cheaper to train to work without scripts);
• You want to improve your overall telesales performance. At the same time, the effectiveness of individual managers may decrease.

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

In total, there are four types of scripts, 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.

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 the target action or go to the wrong place. profitable terms. Your job is to see the client's problem and offer a solution. It is up to the client to refuse or agree. Otherwise, you will lose the client's respect for your company;
• Cooperation. You should not argue with the client, you must 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 your potential client questions to which you know the answers in advance. For example, manager: “You spend a large number of paper per month?”, client: “yes”, manager: “you buy a new pack of paper every week”, client: “yes”, manager: “would you like our company to deliver paper to your office every week at a convenient time?” time for you?

IN in this example We offer a solution to the client’s problem and at the same time use the law of three “yes”;

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

Script structure

Now that we have decided on the types of 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.

Script structure for the consumer segment

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

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. Typically, it matches the conversation script for the warm base of the consumer segment.

for industrial clients will consist of the following steps:

1. Preliminary. We send to email potential client your commercial offer. This must be done half an hour before the call. We 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's rounds. As a rule, the secretary of the responsible person will answer you first, who has his own script for refusing people like you. You need to get around it. To do this, adhere to the following rules:

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

1. Conversation with the decision maker. The structure of the script for a conversation with the person in charge of the company will look like this.

An example of working with objections

At the end of the article, I would like to focus on this block, since it is the most dangerous from the point of view of losing a client.

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

Sample (example) telephone sales script

Finally, here is a complete telephone 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 produce natural hair care products. “Customer Name, we have a special offer for you.”
3. Clarification of circumstances:“Are you comfortable talking now?”
4. Clarifying questions:“Are you familiar with the problem of dry and brittle hair?”, “Would you like to get rid of it?”
5. Purpose of the call:“Great, we offer natural shampoo for dry hair. The fact is that licorice, which is included in its composition, 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 it brittle? (No Yes). When making our shampoo, we focused specifically on the absence of harm to hair. At the same time, the price of our shampoo corresponds to the market average and is 500 rubles per 400 ml.”
6. Work with objections: Examples of working with objections are given in the table above.
7. Saying goodbye:“Thank you for your time, we will be glad to see you in our store. Goodbye".

Video about telephone sales scripts

Many sellers have to sell services rather than goods. This area is in demand. Such services are provided in medical, educational institutions, in beauty salons, taxis. They are provided not only by companies, but also by individuals, fulfilling certain work. But not everyone knows how to properly organize a business so that it brings a stable and high income. How to sell services will be discussed in the article.

Why is this necessary?

Entrepreneurs are often called upon to sell services with goods. Many companies pay more for this. But not all sellers understand why this is necessary. Is it possible to sell services if the business has just opened? This must be done. You just need to use proven methods.

It all comes down to the fact that the service is considered, that is, the profit from it is higher than from goods. For example, the markup on an air conditioner may not be noticeable; during the season, the sale of this equipment often brings a small profit. But if the installation of equipment is ordered, the company will receive a high income, which will pay for everything.

Principles of selling goods

All people different methods receiving information: a person can be visual, auditory or kinesthetic. Some remember everything visually, others by hearing, and still others by touching the object. For a full-fledged person, all 3 methods work, but there is always a more comfortable one.

Selling something to visual and kinesthetic learners is difficult. The seller can talk a lot about the product, but if the buyer does not see or touch it, then it will not be easy to sell it. Many customers search for products on their own, so they focus on their senses. So it is important to use sales methods that suit the majority of people.

Features of service delivery

The service is considered a more delicate thing. For the client to like it, you need to learn how to present it correctly. How to sell services? You should rely on proven principles:

• services must be of high quality, otherwise they will not be popular with clients;
• training of sellers plays an important role, since the success of trade largely depends on them;
• it is important to create visualization of services: brochures, leaflets, posters, folders, presentations - this is how buyers perceive information better;
• clients must be assured of safety and receiving an individual approach.

If you take these rules into account, you can correctly sell goods and services. This will help attract customers who may become regular ones. At the same time, it is necessary to improve the work of your company, improve the quality of service and find new methods of attracting customers.

Step-by-step instruction

What services can you sell? Any, the main thing is to use proven methods:

• it is necessary to choose an implementation method taking into account the needs of clients;
• it is necessary to introduce unique features into the activity that are unlike competitive ones;
• it is important to clearly position the company;
• it is necessary to use flexible pricing;
• you need to create a convenient purchasing process;
• it is necessary to advertise services;
• An individual approach is important for each client.

With such principles, you can promote any services, making them in demand. It is important to choose an appropriate distribution method, for example, by telephone, via the Internet or other media.

Visualization

Consumers need to see the work, so they need to be shown a video or photo. You can provide consultations and conduct trainings. If this information work, then you can submit reports on electronic media, for example, screenshots, presentations.

Consumers need to evaluate performance results, so they should be shown. Facts about the work done have great importance. If the consumer is satisfied with everything, he will definitely seek help.

Selling services by phone

This type of sales is considered one of the most difficult. This is how they work now various companies: Banking services, Forex. Investments, installation of meters, Internet connection. How to sell a service over the phone? You must adhere to the following rules:

• because of high competition good sales scripts are needed to help with clients;
• sellers must use sales techniques and also know everything about the services they offer;
• it is important to be able to work with objections and close transactions correctly;
• telephone sales should be carried out using paraverbal communication - intonation, voice;
• It is important to make the required number of calls in a specific period of time.

It should be borne in mind that whatever service is offered, if it is in demand, it is necessary to find a client. This is often done with the help of It is necessary to monitor the work of competitors.

Internet using

How to sell legal services, as well as medical, transport? You must have your own website designed according to modern requirements. What services can you sell using it? Excellent for booking tickets, making translations, consulting in different areas life.

The site should contain informative, optimized articles. There must be Feedback, payment acceptance function, reviews section. It is necessary to take advantage of opportunities social networks, which can be used to create a community. This will allow you to come into contact with customers. You can create advertising on the Internet in other ways.

How to lure clients?

Necessary in business strong people. And if there are a lot of clients, you should not relax. Competitors can lure them to their side at any time. How to sell services so that there are always people willing to buy them? Poaching methods must be used. Now this is practically the only option to increase sales.

Competitors have pros and cons. Marketing policy should be based on shortcomings. It is important to offer more favorable conditions than other companies. For example, Internet providers offer free connection and setting. Such techniques will help you find many new customers.

Dumping

How to sell services so that it brings high profits? You can use dumping - reducing the cost (below the market price). This tactic is needed to force small firms out of the market. Dumping is great for promoting a company.

Just keep in mind that those customers who came for the price can quickly disappear. They will not be permanent, because they are attracted more profitable options, which may appear in other companies.

Competitors' mistakes

How to properly sell services in other ways? You can take advantage of your competitors' mistakes. We need to take advantage of this. For example, if a provider has a communication outage, competitors whip up panic using the media. At this time, it is important to offer more favorable conditions.

Secrets of successful selling

You need to focus on the client, not the service. This is the key to success in business. For a client, you need to become a friend who is attentive to his interests. Every little detail is important to service users. You should quickly respond to requests, phone calls, and greet politely. The first impression is important.

The company must be honest with consumers. Therefore, promises must be kept. Only quality services will be sought. If discounts and promotions are offered, then all this should be realistic for the client.

Correct positioning of services is necessary. Consumers rate this based on personal experience. This is how people’s opinion about the work of the company develops. If one consumer likes the company’s activities, he will offer to use its services to other people. Each person is unique, therefore, with the help of an individual approach, you can form a positive attitude towards the work of the company.

Services in demand

Currently the best selling services are:

• household;
• informational;
• advertising;
• transport;
• specialized.

Home services will always be in demand as people constantly need help in their daily lives. This could be home renovation, cosmetology work, or a hairdresser. Ateliers, clothing repairs, and dry cleaning are in demand. It’s no wonder that many such companies are opening now.

Household services include caring for the sick and children. Some use such help due to lack of time, others - due to lack of skills. Opening a company providing household services does not require large investments, compared to other types of business.

You can sell household services using advertising, publications on the Internet, distributing brochures and booklets. It is necessary to regularly arrange discounts and promotions for customers, and then they will become permanent.

Information services are in demand. They allow you to receive advice from specialists in various fields: recruiting, searching for clients, auditing, consulting on special issues, collecting information, training courses.

Information services can be advertised through radio, television, newspapers, and the Internet. Each client should be provided with a business card and a brochure with types of activities. An individual approach to each person helps to attract buyers of services.

Popular advertising services that every company needs. You can create banners, organize events, place advertisements. The services of animators and promoters are in demand. Companies need help creating websites and promoting them.

Popular in Russia This can be the transportation of goods, passengers, Express delivery. All types are in demand for this activity. effective advertising. Specialized services include medical, legal, technical, and construction. Each of these areas is promoted through proper sales management.

“Only appointments are sold by phone!” - this is what the classics of telephone sales say, but this postulate is already outdated. Now almost any product can be sold over the phone. By the way, a meeting can also be scheduled by telephone, but it should be scheduled when common interests have already been found, that is, the main thing has already been established - warm contact with the client.

The telephone becomes the main weapon in a sales manager's arsenal. The topic of telephone work is so broad that it is difficult to cover it even in a three-day training. This is why I conduct telephone sales training on a two-week basis. distance learning. Here you can not only learn how to sell, but also develop sales skills. In the meantime, I’ll tell you a few of the most important secrets so that telephone sales don’t seem so scary to you.

Basic secrets of telephone sales:

• 1. Conversation script. He must be! According to a conversation script, it is difficult to speak naturally so that they believe you, but without it it is even more difficult - you have nothing to rely on. It's like a cheat sheet for an exam - you rarely use it, but it increases your confidence. You can read more about telephone sales scripts
• 2. Confidence. There are managers who can read Shakespeare over the phone and still sell. They are simply absolutely confident in themselves, in their product and in the fact that their product is needed. But if this confidence is not inherent in nature, then it can be developed. Firstly, it comes with experience, and secondly, you need to very clearly understand what benefit your product will bring to the client. If you call a client and share your faith with the confidence of a Jehovah's Witness, it is difficult not to believe you. So, to make telephone sales you must be 100% confident in yourself and your product!
• 3. The client speaks."Most main secret in the work of a telephone sales manager - as quickly as possible to express all the advantages of the product, talk about what a cool company I have, etc..” 90% of managers think so, and therefore there is a myth that it is difficult to sell anything over the phone, and most clients, in response to the words “we want to offer,” hang up. That's why The main secret of telephone sales is to give the client the opportunity to talk about what is important to him. You need to evaluate the quality of a conversation by how much the manager spoke and how much the client spoke. If it's 50/50, it's a good conversation. If there is more of a manager, the sale is in jeopardy. If you have more clients, it’s almost a sale. Conclusion: for a telephone sale to take place, you need to make sure that the conversation is interesting not only to the manager, but also to the client.
• 4. No templates. You probably think I'm contradicting myself? A script is needed in step 1, but no templates in step 4? If I say that a script is needed, this means: the script should be compiled only by you, it should be close to you. How do you understand what templates are? Find a bunch of conversation scripts on the Internet and they will be hackneyed templates that many are already allergic to. Here is a list of the most typical patterns:
  - “Who does your purchasing?”
  — “Our company is a leader”
  — “I want to offer mutually beneficial cooperation”
  - “I would like to suggest...”
  - “Who is responsible for...?”
  - "I am a company representative"
  etc. These phrases definitely won’t help with telephone sales. I show how to create atypical individual scripts with real examples in the article “Cold calling scripts”.
• 5. Client themes. Many people believe that the client is a very busy person and cannot be distracted by YOUR call. It is so indeed. Therefore, you need to make the call not only yours, but also his. And how to do this? There is only one common topic among all clients, and only on this topic are clients willing to spend time. What do you think? Any person is ready to talk about himself, his interests, his successes, his problems. Therefore, communication should only be on topics that are relevant to clients. For this you need to know not only your product, but also the client’s business, know how your product will help the client solve problems and improve their work.
• 6. Make appointments wisely. Many managers are given the task of “making an appointment” by management and they make the biggest mistake. They make an appointment when the topics of interaction are still unclear and the client’s interest has not been aroused. In order to easily set up a meeting and be gladly received, you need to interest the client with large strokes during a telephone conversation, and say about the details that it would be more convenient to talk about them for a long time at a meeting.
• 7. Presentation. Scenarios may be standard or may differ from all clients. But the first phrase must be honed and verified. The idea about the company, about oneself, about merits, about the product is absolutely not interesting to the client. And if you waste time talking about something that the person on the other end of the line is not yet interested in, you lose those precious seconds during which he decides to send you or not. Therefore, the presentation must be clear, verified, and explain why you are calling the client. For example, my ideal formula for starting a telephone sale is:
  - Good afternoon. Proshka, Sellers company. Sales development. I’ll explain why I think this presentation is optimal: - “Good afternoon”, since “hello” is hackneyed, and “Good afternoon” can easily be pronounced cheerfully and with a smile, because Good afternoon :) - Proshka (our character does not have a full name, he is Proshka. You need to say his full name, not abbreviated in any way - Alexander, but not Sasha) - only the full name, not “my name” (why waste time?), without a surname (it’s not needed yet and is unlikely). Will the client remember it right away? - The Sellers company is not a company, not an LLC, but a company. It’s more fun with a company, you can without a company name, but I prefer it this way. - Sales development is the brief essence of what your company does. Now I can ask a lot of questions, the person understands what is at stake, although you can force him to ask this question, but I like it better this way. You have to make your presentation, practice it thousands of times, so that it sounds simple and cheerful! And half the battle is already done - this is the secret of telephone sales of successful managers.

I hope that after reading this article, telephone sales will not seem so difficult and distant to you, because the most difficult secret in the work of a manager active sales- overcome yourself and make the first call. Get started right now!

On average, you need to make 7 calls before someone is on the other end of the line. potential client- such data is provided by the consulting company Janek Performance Group. And it’s far from a fact that this client will ultimately buy something. So is the game worth the candle? Maybe it's time to give up telemarketing? Experts answer: if calls do not produce results, it means that you simply do not master telephone sales techniques. Our review contains the latest statistics on the effectiveness of calls and recommendations on how to improve their quality.

Features of telephone sales

Now trending inbound marketing: obtaining leads from traffic to the website and pages on social networks. A trend is a trend, but traditional outbound marketing tools, such as telephone sales, have not gone away. Are they generating income or is it time to write them off? We turned to Russian marketing and sales experts with these questions.

It turned out that they not only highly appreciate the effectiveness of telephone sales, but are also confident that sales without calls still occupy a tiny market share, which means that without telephone conversations not enough.

But simply picking up the phone and dialing a number is not enough to get a client. For effective telephone sales, it is important to prepare technically and mentally (more precisely, prepare your managers for the call).

How to improve the effectiveness of telephone sales?

The success of telephone sales consists of many factors: starting with what scripts managers work with and ending with whether you use them to control and analyze their work. It’s impossible to talk about everything in one article... and it’s not necessary, because we’ve written about telephone sales more than once, and we have many useful articles on our blog. Let's share links!

Set up a call center

Connect IP telephony

Combine CRM and IP telephony

Further - more: to squeeze out virtual PBX at most, for example, you should always have a call record on hand and dial a client’s number in a couple of clicks directly from your contact database. We have collected all the advantages of this combination in one article: .

Track call sources

When you deal with incoming calls and also place advertising in different channels, the question “Where did the client come from?” - This is not idle curiosity at all. The answer to it is given, and in one of our texts we figured it out.

Train managers

Before picking up the phone, the manager must undergo training: get to know your product and study the theory of calls. For example, he must know the difference between cold, warm and hot calls, what are the stages of telephone sales, how to handle customer objections, and so on.

You can learn about all this from our detailed reviews:

1. Cold calling. We figured out what their specifics are and how to improve the quality of telephone cold sales using scripts. Find out what phrases you can’t do without when calling cold clients and get examples of scripts in our article: .

At the cold calling stage, managers are constantly faced with objections and denials. We described how to overcome them in the article.

2. Warm phone calls. As the degree increases, the rules for constructing a conversation with a client also change. Therefore, we devoted a separate text to the technique of telephone sales and writing scripts for clients who are already familiar with your company. And there you will find 4 ready-made conversation scripts: .

3. Hot calls. This type of call is complicated. But we turned to experts, studied the theory and sorted it out. Bonus - ready-made templates, which will make you a loyalty guru. Read the link:

Greeting and making contact. Greet the client, introduce yourself and generate interest. The main rule is to try to keep it within 10-15 seconds.

Determining client needs. Don’t “sneak in” and don’t speak for the client. An important task at this stage is to hear from the interlocutor what he really needs.

Product presentation. There is no standard presentation that will work with all clients. You need to present a product or service based on the client’s needs identified at the previous stage.

Work with objections. It must be remembered that an objection is a client’s doubts, and not an explicit disagreement. The manager’s task is not to “press”, but to calm down.

Ending a conversation. If the deal is concluded, it is worth summarizing the conversation, and if not, reassure the client that you are still ready to help him at any time.

Of course, the articles do not give ultimate rules for telephone sales, but only basic recommendations that you can adapt to your needs. Try to implement them and you may need to make just 1 call to persuade your interlocutor to buy.