I have heard a lot of contact center experts declaring that the age of the outbound sales script has come and gone. Their position is that today’s consumer wants to be connected with on a more personal level and therefore each consumer contacted should be engaged in a unique conversation. I feel that their reasoning is a little shaky. My position is now, more than ever, the best way to acquire new customers is with a structured sales script.
Like many of us in the contact center industry, I started on the phones as a rep. My field was cold calling business to consumer. After years of cold calling I developed a few traits: mild facial tick, remarkable sense of humor, short memory, thick skin, and a profound reverence for a well structured script. Today’s consumers are savvier than ever. They know when they are being sold something. They know how to hang up the phone. They know how to throw in a few choice expletives while doing so. Why would we as a business try to fool them with the notion that we are simply trying to engage them conversationally? It is insulting to the average consumer’s intelligence.
The faster we can get to the pitch the better, and frankly, not enough reps given the freedom to improvise on each call can do so quickly enough to effectively engage a customer before he/she hangs up. Consumer’s interest is piqued not by a rep’s remarkable conversational skills, but rather by a spectacular offer for a good or service. If our reps can get to the point succinctly, we will see their close rates climb. When the message of savings and or ease is conveyed simply and early in the script, the likelihood of the customer hanging up is lessened. We know that our offers are great, 99% of the problem is that the customer doesn't understand the offer by the time they hang up the phone.
If a script is well put together, it can be informative and pleasant. Nobody wants to be contacted by someone yelling in their ear about disounted amalgamated aluminum awnings. However, everyone is looking to save money and live an easier life.
We all need structure. It is human nature to seek it out. Let’s provide our reps with a good structure for their pitch and enable them to be all that they can be. If we can improve our sales and see an overall decrease in facial ticks, we all will be better off!
Publish Date: February 27, 2015 5:21 PM