How do we create a script that will really work?
Create a script that reflects communication techniques, rules and norms, but which does not put your employee in a rigid framework. It should be a kind of guide that will help the employee establish correct communication with customers, which helps to be on the same wavelength with customers. It unites the company and the people who use the company's products and services.
Step 1 - Audience Analysis.
Analyze your customers
Which problem does your product/service solve for them?
For example: someone wants to save money, have fun, eat deliciously, relax with friends - and the challenge of business is to satisfy these needs.
When a manager knows how his product helps the customer - throughout the conversation he focuses on solving the customer's problem, and not on template answers.
What to do: List in the script several phrases that will help managers find the client's needs. Give the manager freedom - he can use the phrase you suggested or come up with his own phrase of the same content.
I also recommend paying attention to open-ended questions. They work better because the customer cannot just answer you with "yes" or "no". He will have to give a thoughtful and long answer, which will give the manager more information.
Step 2 - Define the norms of behavior.
Do not give out precisely defined templates for greetings and farewells. Give general recommendations that the rest of the managers themselves will figure out in the process. This will prevent users from having the impression of a template conversation and, accordingly, they will be more open during the conversation.
As a tip, indicate something like this: each call begins with a greeting and introduction of the company's name. Users should be addressed by your name and say goodbye at the end of the dialogue.
This is enough for managers to learn to communicate with the customer according to company standards.
If most managers make mistakes or forget something, you can make a list of hints.
For example:
Can't/Can I:
- I don't know
+ I'll clarify
- I can't help you
+ We don't have a similar service, but I can offer you ...
- You should
+ You want to try
- Stay online, I'll be back soon
+ I need time to get more information. Is it okay for you to stay online?
Step 3 - Refusal Handling
If the customer does not want to listen to you and continue the conversation from the very beginning - do not force the manager to continue talking or offer a product/service. This is annoying. You should have recommendations for such a situation.
First of all, you should know that behind any resistance lies fear - customers think that the main goal of any manager is only to make a profit and that they are not interested in the real needs of the customer.
To neutralize such a situation, you need not a written script, but a human approach. By talking with template texts, the customer will not open your heart and will not answer your questions.
Customer objections:
It's expensive
How should a manager behave:
- Ask him what it is expensive compared to, tell him about the advantages of your product/service, tell him about the profit he will receive if he chooses you;
- Find out what the price is acceptable to the customer, offer him alternative options (for example: the possibility of distributing the money);
- Find out what else is important to him besides the price.
I don't like
How should a manager behave:
- Find out what they specifically don't like;
- Find out what they would like;
- Find out why they like this and not that.
The quality is not what I want.
- Find out why the quality is low for him;
- Offer to discuss this issue in detail.
Step 4 - Reach an agreement at the end of the conversation.
By the end of the conversation, you should already know exactly what the customer wants. End the conversation with an agreement.
For example:
The customer says:
❗ I'm not interested at this point,
I don't have time,
I can't talk to you right now.
You reply:
✅ Arrange a time to get back in touch.
❗ I need to think about it,
I need to consult with my family.
You reply:
✅ Agree on a time to call them to get a response. Remove the email address where you will send them the offer or project.
❗ I'm not deciding this issue,
I don't want it for myself.
You reply:
✅ Find out who makes the decision, get their contact information.
❗ I want to buy, how can I find out more?
You reply:
✅ Make an appointment, send them information about the time and place of the meeting.
Finally:
- A sales script is annoying when managers speak only according to a written template;
- Managers become dependent on the script and do not develop new communication skills;
- A script is good for quickly integrating new employees into the work process;
- To find a balance between benefits and harms, it is better to develop not rules, but tips;
- Tips - are a manager's auxiliary tool, a support.
- If a manager forgets something, he opens the document, looks at the tips and conveys the main point in his own wording.
Many have ideas, but solutions - only Lemons.ge!
Lemons.ge team is always by your side when you need a creative vision and real results.
Address: Tsereteli Ave. 117a
Contact: ( 995) 032 2 45 01 01
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