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Be brooks ultimate_phone_scripts

  1. 1. UltimateBook OfPhoneScriptsExcerptswww.MrInsideSales.comMike Brooks
  2. 2. Cold Calling ScriptsCold calling. The very mention of it sends shivers down the backs of even the most seasonedsales professionals. And why shouldn‟t it? If you‟ve had to pick up the phone to prospect, set anappointment or cold call someone, you know the horrible feelings of rejection you get whensomeone tells you they aren‟t interested, or, worse, that you should take their number off yourcalling list and never call there again!When you think about it, who can blame them? You know what it‟s like to be cold called athome or your office and then to have some sales rep begin to barrage you with their valueproposition and pitch at you non-stop. This is how most sales reps open their call, and it‟s whymost of them are shut down almost immediately. In this section you‟re going to learn a varietyof ways to actually connect with your prospect first (what a concept, I know), and then you‟lllearn ways to deal with the brush offs and blow offs that are making your life miserable.The first thing we‟re going to deal with is the way you open your call. Now I know you‟veprobably heard that you have about 10 to 15 seconds to make an impression, but I think that mostsales reps make that impression in about 2 seconds, and it‟s usually the wrong one. And theyusually do it by uttering these dreaded words: “How are you today?"Nothing defines you as a telemarketer or salesperson more than that opening delivered in anobligatory, insincere way (the way 80% of your competition deliver it). If you want to separateyourself from your competition and actually connect to your prospect, then use any of thefollowing after you give your name and company name:The Five Best Openings1. “Happy Monday!” (Or Wednesday, or Thursday, whatever day it is). This is my personalfavorite. Before you laugh it off as being cheesy, I encourage you to try it. This techniqueworks well because it immediately changes the frame of mind of the person you‟re speakingwith. You will be amazed by how this opens both gatekeepers and prospects up, and gets themto relate and respond to you in a natural and sincere way.
  3. 3. This one opening sets an easy and natural tone for the rest of the call, and it puts your prospect atease just long enough for you to deliver the next part of your pitch.2. “Is it raining there, too?” (Or hot or foggy, etc.). Immediately connecting with your prospecton an issue unrelated to sales takes the pressure off and usually gets them talking. Let‟s fact it,we‟re all just people, and by starting a conversation with a topic we can all relate to, you‟ll beestablishing a connection and separating yourself from all the other calls they get.3. “Im so glad I reached you, I need a little bit of help. Are you the person who handles XYZ?"Or, “I‟m supposed to speak to the person I charge of your receivable, do you happen to knowwho that is, please?”This is a great technique because you are immediately making someone feel important andhelpful. And who doesn‟t like to feel that way? In addition, by coming right out and letting theother person know why you are calling, you‟re differentiating yourself from all the other salesreps who are calling and trying to trick their way to the prospect. Don‟t forget to use the „please‟at the end!4. “How‟s your day going?" This is a very effective alternative to “How are you today," and itonly works if you are sincere and actually listen to how their day is going. Please listen andrespond accordingly with something like, “Gee, I know what you mean…”5. “Can you hear me OK?" While this opening may seem a little abrupt, it actually works onseveral levels. First, it almost always elicits a yes response, and next it gets your prospect to payattention and to really listen. Used at the right time and with the right prospect, it‟s a great wayto control the opening of a call.These five techniques will separate you from your competition and get your prospects to droptheir guard and become receptive to what you say next. Work with them this week and find the
  4. 4. one you‟re most comfortable with. You‟ll love the new feeling and space you‟ll create at theopening of your calls, and you‟ll have set your prospect up for what you say next…How to Eliminate Screening – Forever!Most sales reps hate cold calling because they don‟t know how to handle the gatekeeper. Mostof the time sales reps get screened out and even make it worse on themselves because they try tomanipulate or lie their way through to the decision maker. This never works and only alerts thegatekeeper that you are just another pesky sales rep.How happy would you be to learn a proven technique that would get you past the gatekeeperalmost 90% of the time? I know that is a big claim, but I guarantee that if you use the followingtechniques, your entire experience of cold calling will change, and gatekeepers will gladly putyou through. They‟ll even be polite about it!Here are the top three techniques to eliminate screening: A. Please use Please B. Give your full name and company name. C. Use instructional statements.Let‟s start at the beginning with The Single Most Powerful Technique to Eliminate Screening:Please use please.Here‟s how you do it. Start your call with:“Hi, could you please connect me with_________, please?”Remember, it‟s a gatekeeper‟s job to SCREEN YOU OUT! So when they ask:
  5. 5. “Can I tell them who is calling?”You respond with:“Yes, please, please tell him _______ _______ with the (your company) is holding please.”(Use please three times!)Now please don‟t be fooled by how simple this is. It will change your life on the phone, and youcan demonstrate the incredible effectiveness of this technique by committing to using it todaywhile making out bound calls. I promise you will be amazed by your results.As you may have noticed, part of this technique includes giving your complete name andcompany name – even if it doesn‟t mean anything to the gatekeeper. This is because:  80% of your competition is trying to dodge or trick the gatekeeper.  This only encourages more screening!  Giving both your first and last name and company name eliminates the need for further screening.Always use Instructional Statements.A primary function of a receptionist or secretary is to take instruction. Throughout their day theyare directed to take care of many different tasks, and because of this they are used to taking andcarrying out instructions. Because of this you should always end with an instructional statement:Examples of Instructional Statements:Receptionist: “Can I tell him who is calling?”
  6. 6. You: “Yes, please, please tell him ________ __________ with the (your company) is holdingplease.”Receptionist: “Can I tell him what this is about?”“Yes, please tell him it‟s about (the problem your prospect is having or your solution), please.I‟ll be happy to hold while you put me through.”Again, I know these scripts sound simple (and they are!), but they are the most effectivetechniques I know of (and that I use every day), to easily breeze past gatekeepers and screeners.Every sales rep who has ever tried them tells me the same thing – they not only work, but theyeliminate 90% of the screening they used to get, and they can‟t imagine not using them on eachand every call.I guarantee that when you try them, you‟ll be saying the same thing as well.Three Techniques to Instantly Establish InterestBecause you only have a few precious seconds to make a connection and establish interest, you‟dbetter have a good opening prepared in advance. Besides being very busy, your prospectsprobably get a lot of sales calls every week, and many of them from your direct competition. Sowhy would they want to talk to you? What can you do to separate yourself from all the othercalls they get?The answer is that you have to establish a real connection with your prospect and stop soundinglike all the other sales reps who call them. Here is what your competition usually sounds like (Ihope you‟re not doing this!):“Oh hi Mr. __________, this is _______ _______ with the MLT Group. __________, we are anindustry supply manufacturer and we help companies streamline their production process. Wework with many companies in your field and save them between 10 to 15% on the cost of their
  7. 7. storage and delivery process. What I‟d like to do is ask you some questions to see how ourprocess may save you that kind of money as well. Where are you currently getting your…”Do you see how this opening makes no connection with the prospect? Do you see how it juststarts pitching at the prospect and doesn‟t acknowledge that the prospect might be busy, or notinterested? Do you see how there is no rapport built here and how it‟s a one sided conversation?How do you feel when someone barges in on your day and starts in with a pitch like this?You‟re probably thinking what most prospects are thinking: “How do I get this sales rep off thephone?!”Now let‟s look at the right way to open your call. Your goal in the first few seconds is to make aconnection and get them to interact. You have to acknowledge that they may be busy or that yourespect their time and you need to establish some rapport and separate yourself from all the othersales reps calling them.Here are the 3 techniques that allow you to instantly establish a connection and generate interest:Opening #1) Acknowledge that you know your prospect gets a lot of calls -- this willimmediately help you establish a connection because you will be saying exactly what theyrethinking and feeling. Use:“Hi ________ this is _______ _______ with (your company), how is your day going? Great.Listen, _______, I know you probably get a ton of calls so Ill make this brief.”Now go into a one to two sentence explanation of why you‟re calling and what it means to them.Adapt the opening below:Opening #2) Quickly state your value proposition and ask a qualifying question: Use:“________ we provide/service/work with (companies like yours) helping themservice/provide/process/do better at _________. Let me ask you a quick question…”
  8. 8. Ask a specific qualifying question tied with a value statement here. Something like:“If I could show you a way to increase the number of leads you‟re getting right now and showyou how you can easily afford to do so, would you be willing to invest 5 minutes to find outhow?”Now it‟s important to listen to not only what they say here, but to how they say it. Most of thetime you‟ll be able to tell if you have an interested prospect or not, and after you read a bit moreof this section on cold calling, you‟ll know exactly what to do with both kinds of prospects!Opening #3) Immediately ask a qualifying question to get them involved. Try“Hi ________ this is _______ _______ with (your company), how is your day going? Great.Listen, _______, I know you probably get a ton of calls so Ill make this brief.Let me ask you, if I could show you a better way of tracking and shipping (or) and save youmoney doing it, would it be worth spending five minutes with me next week to show you how?”Or,“What is the one thing you could change that would have a dramatic impact on your productivityand that would save your company money?” Or,“If you had a magic wand and could change one thing about how you currently do (theirbusiness), what would it be?”Can you see how this quick questioning approach is more effective than what you may currentlybe using now? Eighty percent of your competition still barge in on their prospects and open theircalls up with a long explanation about what they do and what they offer, and pitch their productsand services without checking in with their prospects or establishing any kind of connection. Nowonder most people brush them off the phone!
  9. 9. You can separate yourself from this group instantly, starting today, by using the techniquesabove. Once again, adapt them to fit your product or service, and then practice them until theyare natural and easy for you to use. As you do, you‟ll begin to notice yourself struggling less,making more connections with interested and qualified buyers, and you‟ll have more confidenceand feel better about yourself. Just like the top 20% do!5 Ways to Sound More Natural On the PhoneI don‟t know about you but I can always tell when a telemarketer is cold calling me. From themoment they begin speaking, “Hi is that Mr. Brooks?” to the way they mechanically read theirscripts, I have them pegged before they get past their first sentence. And like I‟m sure it is withyou, too, I am immediately not interested.If you are reading this book, it probably means you have to pick up the phone – either to makeappointments, call prospects back, return calls to clients, etc. – and if so, then you need to learnhow to sound natural on the phone and avoid putting your prospects, gatekeepers, assistants, etc.,on notice that you‟re trying to sell something.The way you do that is by learning how to sound like you‟re not selling anything, and you dothat by learning how to disarm prospects, sound natural yet professional, and how to be friendlywithout being phony. Use these 5 techniques to not only sound natural on the phone, but to alsoclose more business:#1 – Always use the prospect’s first name. I know that there are two schools of thought onthis, one being that you should show respect for someone you don‟t know and so use either Mr.or Mrs., but I don‟t agree. I think you can show respect for someone by being courteous andprofessional, and I think you‟re going to make a lot more progress if you use a person‟s firstname. Here are the two reasons to do so: a. First, by using a person‟s first name you aren‟t immediately signaling that you‟re a sales person! How do you feel when someone you don‟t know calls you and addresses you by
  10. 10. “Mr.” or “Mrs.?” Also, when you use a person‟s first name, you are starting the call on equal footing, without giving them all the power. b. Second, everyone likes the sound of their own name. In fact, psychologists have found that everyone‟s favorite word is their first name! By starting with that you are immediately making a connection, and a personal one at that.#2 – Be polite. You‟d be surprised by how many sales reps still try to trick or get aroundgatekeepers and assistants, and how many are even rude in doing so. Always, always use pleaseand thank you when speaking with anyone over the phone (or in person for that matter).Words like “please” and “thank you” go a long way when trying to make a connection with aprospect, and they work especially well when you‟re trying to get through to a prospect also.Examine your current scripts now and do all you can to insert the proper courtesies wherever youcan.#3 – Be brief. Most reps go into pitch mode the moment they reach their prospect, and it‟s nosurprise they can‟t wait to get the rep off the phone. I review scripts all the time that essentiallyread the company‟s brochure to the prospect the moment they reach them.You can turn that around and sound so much better by briefly delivering your presentation andchecking in with your prospect. Try things like: a. Briefly _________, the reason I‟m calling is that we‟ve been working with many companies like yours, and I just wanted to see if we could help you as well. Can I ask you just a couple of questions to see if we‟d be a fit for you? b. __________, you probably get a lot of calls like these, so I‟ll be brief. I‟ll just ask you a couple of quick questions and if I think we can save you between 15 to 20% I‟ll let you know and, if not, we‟ll part friends, is that OK?Get the idea?
  11. 11. #4 – Make a connection. This is one of the easiest of all and it‟s a great way to get yourprospect talking. All you do is find something that you know is affecting your other clients (likenew laws in their industry), and ask how it‟s affecting your new prospect as well. Try: a. “You know ________ a lot of my clients have told me of the changes they are having to make because of (the new law/change in regulation, etc.), how is that affecting you?” b. “__________ what are you planning to feature at the September trade show?”By addressing something that they are dealing with now, you can instantly make a connectionand get valuable information. Warning: you have to fit this in after you‟ve established rapport,and you have to address something that is relevant to them.#5 – Listen more. This may not sound like a way to sound natural on the phone, but believe me,it‟s probably the most important of all. Because most sales reps are so busy talking at theirprospect, they usually lose them at the beginning. In most cases, the prospect has turned off andare just waiting for an appropriate pause to get rid of the rep.By listening you actually create space for your prospect to speak (and to think), and because ofthat you are allowing the conversation to flow. When you give the prospect a chance to get theirthoughts and feedback out, they feel comfortable with you, and that is the best way for theconversation to unfold naturally. Hit your mute button after you ask a question and count three1000‟s if you‟re having trouble remaining quiet.There you have it - five easy ways to sound more natural on the phone. The good news is thatthey are easy to implement, and, once you do, you‟ll make more connections and you‟ll feelmore comfortable on the phone. And this will come across to your prospects and you‟ll end upqualifying better leads and making more sales.
  12. 12. The Ultimate Book of Phone ScriptsStart HereWhy I wrote this book of phone scriptsScripts? Are you kidding? I don’t want to sound like a telemarketer!The Six Reasons for Using Scripts:The 80/20 Rule in SalesWhere to Go for More Help on Inside SalesChapter One: Beginning Your CallCold Calling ScriptsThe Five Best OpeningsOpening Statements: What to Do and What Not To DoTwo Openings You Don’t Want To Use:Two Openings You DO Want To Use:Three Techniques to Instantly Establish Interest3 Ways to Build Rapport in 30 SecondsOne Sentence to Establish Immediate RapportHow to Build Relevant Rapport5 Ways to Sound More Natural On the PhoneChapter Two: Overcoming Initial ResistanceHow to Eliminate Screening – Forever!How to Instantly Overcome Sales ResistanceInitial Resistance ScriptsReflex Response #1: “I’m not interested” (6 Scripts)Reflex Response #2: “Just send/fax/email the information (and I’ll keep it on file/have a look at it, etc.)”(9 Scripts)Reflex Response #3: “We’re already taken care of/have a supplier/etc.” (12 Scripts)Next in Line Script:Reflex Response #4: “I’m too busy, don’t have the time.” (9 Scripts)Reflex Response #5: “We don’t have the budget/money.” (16 Scripts)Chapter Three: Top 20% Prospecting Techniques5 Ways to Handle the “No Budget” Objection in a Tough EconomyHow to Handle the Negative ProspectMore ways to handle the Brush OffHow to Handle the Price QuestionScripts to Deal with Assistants
  13. 13. How to Handle Incoming LeadsThe Most Important Button on Your PhoneVoice Mail ScriptsHow to Write Winning EmailsChapter Four: The Key to QualifyingThe Five Elements of a Qualified LeadThe Disqualifying QuestionHow to Deal With Red FlagsHow to Use Layering QuestionsThe One Question to Find the Buying MotiveThe Only Qualifying Question You Really Need5 Ways to Keep Your Prospect TalkingPart TwoChapter Five: Closing SalesClosing Scripts“How to Handle the Initial Resistance” (Over 15 Scripts!!)Instant Closing ScriptsThe Five-Step Method of Handling ObjectionsChapter Six: How to Handle Specific Objections"I need to show this to my (partner, boss, etc.)" (10 Scripts)“The Price is too High” (20 Scripts!!)“The Price is too High—Again!”"I already have a broker or supplier," (8 Scripts)"I want to think about it," (10 Scripts)"I want to talk to my accountant,""Want to talk to their financial advisor,"“We Just Don’t Have the Budget Now”"I cant afford it,""Question the objection that your prospect just gave you."The Drop Close:"Multiple choice close.""Taking the prospect all the way through the close."The Ben Franklin close.“Need References or Not Familiar with Your Company” (5 Scripts)“We Have Too Much Business Right Now!”"Just going to pass on this now"
  14. 14. "I dont know you, and I dont feel comfortable doing business over the phone""Dont like the lack of control of the investment you are offering""Too risky,""Too busy now,""I dont like high pressure salespeople, and I feel like you are pushing me into this,""Assumptive close.""Close by asking for the order rather than going on.""Sitting on the fence,""New client account"“I can get cheaper,""The Take Away,""Wont commit, and insists on putting you off,""Now time to call them back,"The Most Important Script You Will Ever UseChapter Seven: Questioning StatementsQuestioning Statements to Isolate the ObjectionQuestions to Open Up the BudgetOne Liners to Get Your Prospect to Agree With YouChapter Eight: Top 20% Closing Tips and StrategiesTwo Instant Closing Secrets to Get Better and Make More MoneyI Can Get a Better Deal ElsewhereHow to Stay Firm on PriceHow Find Out Whats Stopping Your Prospect from BuyingMeeting Objections Head OnGetting Commitment Through Out the Buying Process5 Closing Questions You Must Be AskingThe Key to Building ValueClose More Sales with This One TechniqueHow to Save a SaleProspect Not Buying? Here Is What To Do…Straight Selling – The Quickest Path to the Top 20%The “Instant Close” Technique - AgainThe Most Important Word in SalesYou Are Asking For Referrals, Aren’t You?The Key to Building ValueI Can Get a Better Deal ElsewhereHow to Get the Reorder
  15. 15. How to Beat Your CompetitionHow to Use the Take Away CloseChapter Nine: Bonus Section:How to Overcome the Top Ten Objections in Real EstateObjection #1: “I’m going to try to sell it myself.”Objection #2: “My best friend (brother, uncle, etc.) is an agent.”Objection #3: “We’re not ready to buy at this time, we’re just looking.”Objection #4: “What’s your commission? That’s too high! So-and-so will do it for less.” (Variation: “Idon’t want to pay full commission.”)Objection #5: “I can’t afford to sell.” (Variation: The values aren’t strong enough for me to sell now.)Objection #6: “I have to find a home to move into before I will decide to sell.”Objection #7: “Well, the other agent is willing to list for ____%, so I want you to do so as well!”Objection #8: “My home is worth way more than that!”Objection #9: “Selling is a big step and we need to give this more thought. But if you have potentialbuyers, bring them by.” (Variation: they want the agent to present a ‘verbal offer.’)Objection #10: “We aren’t in a hurry.”Bonus Section #2:How to Overcome the Top Ten Objections for Financial AdvisorsObjection #1: “I already have a broker”Objection #2: “I’m just not moving on anything right now”Objection #3: "I dont know you” or “I dont feel comfortable doing business over the phone"Objection #4: "Sitting on the fence"Objection #5: “I’m going to wait for the market to recover/get better/stabilize/etc.”Objection #6: "Multiple choice close"Technique #7: “Setting the appointment”Objection #8: "It’s too risky"Objection #9: “Your fees are too high”Objection #10: “I’ve lost money with you guys beforeBonus Section #3:Closing Techniques for Mortgage BrokersPower Statement #1:Power Statement #2:Power Statement #3:Power Statement #4:Power Statement #5:Power Statement #6:
  16. 16. Power Statement #7:Power Statement #8:Power Statement #9:Power Statement #10:Bonus Section #4:How to Overcome the Top Ten Objections in Insurance SalesObjection #1: “Im happy with who I have”Objection #2: “It won’t happen to me”Objection #3: “Why change what I have?”Objection #4: “The price is too high”Objection #5: “You all think you can save me money”Objection #6: “Life insurance sales”Objection #7: “No hurry”Objection #8: “Have ins at work”Objection #9: “No budget”Objection #10: “Why now?”Bonus Section #5:How to Overcome the Top Ten Objections in Sports Ticket SalesObjection #1: “The team stinks”Objection #2: “We had to lay off people/cant’ justify the expense”Objection #3: “I’d rather purchase game-by-game”Objection #4: “Not in the budget/can’t afford it”Objection #5: “Too many games in the season”Objection #6: “I already have season tickets elsewhere”Objection #7: “I’m not a fan of (sport)”Objection #8: “It’s to far to go/I live too far away”Objection #9: “I don’t like your coach/player(s)/owner/area”Objection #10: “I just lost my job/don’t know if I’ll have one later on”