Engaging with a customer should be a conversation, not a chore. So why do people sometimes get frustrated when a sales rep solicits their business via the phone? One reason cited in surveys is that people sometimes feel like they are being talked at, not talked to: 69% of people surveyed say their experience improves if it sounds like the rep is not talking from a script.
Ah, yes– the script. Scripts are sometimes disparaged by customers and professionals alike, seen as making the sales rep too robotic, too on message, too intent on selling and not attentive to what the customer is actually saying. Tone can be everything in these kinds of conversations, and for too many people on the other end of the line, a sales script can feel like a forced dialogue, rather than a productive one.
But this dislike of a bad script (or a badly read one) does not mean scripts cannot be useful. Particularly for new reps, or for companies looking to create a more consistent and collaborative sales environment, scripts can be a helpful way to organize your message and create a more confident and productive staff. It’s not about tossing out the script altogether, but making sure that the script you’re using is the right one– and that your reps know how to use it.
Starting the conversation can sometimes be the hardest part of a sales call. A good call center script offers reps a strong starting point, offering key talking points about the product or service and tailoring the material for different kinds of calls and clients (cold-calling, follow-up, closing scripts, market research, the “difficult” customer, etc.). Having this template doesn’t mean that the rep cannot deviate from the written text (see point #3 below), but it provides a consistent tool in the face of the unknown variables (time of day, customer mood, and so on) that can sometimes derail the conversation. General points might include:
A consistent script gives reps and managers alike good piece of mind– even with those variables factored in, everyone in the company knows there’s a unified general message and important points to hit. This means the level of service they can provide the client has a much better chance of being both high and consistent.
A bad script can alienate a customer, and so can poor rep delivery. But we believe a strong script can increase customer satisfaction in a sales rep and give the representative a solid base of confidence from which to work. Ask yourself:
Surveys suggest that mirroring a customer’s questions can increase confidence by 30-40%, while simply saying “please” and “thank you” can boost it by 29%. These may seem like small details, but by providing your rep with a strong, conversational script as a starting point, you can make the experience as smooth and confidence-building for both reps and customers as possible.
A good call should be the start of a relationship, not a set of pre-planned bullet points. Far from stifling a sales rep, a good script provides the necessary structure for improvisation– if he or she has a text to refer back to, they can more easily ask questions, listen to tangential points, and find a way to guide it back to the sales points while seeming natural and relaxed. 16-33% of those surveyed said it greatly improves their customer experience if the caller sounds like he or she isn’t simply reading from a screen, but is engaged and active in a back-and-forth dialogue. Have your sales reps record their calls (or practice beforehand with recorded trials), so they can hear how they sound. You and your reps might review their performances and ask:
The more the rep feels like the script is speaking in his or her voice, the more that confidence and personality will translate to strong interactions with the customers.
If your business has provided the representative with a strong script, it can be the start of a productive relationship with the client, leading to greater satisfaction for them, and for your bottom line.
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Convoso is a leading CCaaS contact center software provider for sales and lead generation teams. Since 2006, Convoso has remained at the forefront of innovation, consistently developing solutions to foster customer growth while supporting adherence to regulatory standards. Its omnichannel capabilities include conversational AI game-changer Voso.ai to scale sales and revenue further.
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