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Script: Components

Script has to be short and to the point. Attention span of a customer is very short.


Before you write a script, think of what is a goal of your interaction. Not all interaction is geared towards sale of goods and services. In B2B selling there are usually long sale cycles involved. A purpose of a cold call would be to reach a next step in that cycle. A script would have the following components:


1. Greeting. Think of your audience and how you would approach them. Do not try anything out of ordinary. You will come across as "salesperson". Remember, you are approaching the customer as someone who is there to solve their professional problems.


2. Demonstrate value proposition. Make it to the point, maximum two points for a first approach.


3. Use buzz words. A buzz word is a dramatic word that is used to highlight a feature or a product. Example (buzz words italicized):


"This computer performs well" VS "This computer has a spectacular performance!"


"Out average returns are 4% for our clients" VS "Our clients returns dwarf performance of risk free saving accounts"


4. Anticipate objections. Objections are a normal part of interaction with a customer. Before approaching a prospect make a list of possible objections and find solutions for those objections. If you cannot find a solution to a logical objection, do not approach a prospect. Lack of a solution indicates a weak value proposition.


5. Know which questions to ask. In order to take a control of a conversation you must ask questions. This will allow you to advance the conversation in a right direction. For instance, you may have gotten a buy in from a cold call on a demo. Rather then booking a demo it would be wise to ask questions such as who else could benefit from your services? Who are the decision makers? These questions will enable you to bring all relevant parties to the same meeting rather than having to reschedule demo with different people.


6. Exit plan. Even the most successful sales people close less than half of their interactions. Have an exit plan. Do not simply drop the prospect and label interaction as a failure. Live to fight another day; set a stage for a second approach by getting a permission from a prospect to check on them in 3-6 months time. This will create a perception of you as a polite and caring person. It also sets a stage for a more effective second approach.