Download a program for writing scripts. We write programs (scripts) in Windows Notepad. Is it possible to organize the same business process using available tools?

Hello! In this article we will talk about ways to create a sales script.

Today you will learn:

• Why do you need a sales script?
• How to write a sales script;
• What the finished script looks like.

How to write a sales script correctly

Telemarketing is gaining more popularity day by day. Attracting consumers through telephone conversations does not require large expenses from the company and specific knowledge from employees.

Types of scripts

There are quite a large number of classifications of scripts, but we will analyze the one that is of practical value for writing it.

Let's distinguish between scripts:

• For retail stores. As a rule, to sell physical goods at retail, just one script is enough, but it will be quite voluminous: you need to describe all possible options for consumer behavior. Make sure that the manager learns the cheat sheet, since he won’t be able to pry. The purpose of the script for retail stores is to sell, here and now.
• For the service sector and telephone sales. This script is intended for all those areas of business where a telephone conversation occurs. For example, you must first make an appointment at a hairdresser. These can be either incoming or outgoing calls (the scenarios will differ only in the beginning). The purpose of such a script is to bring a client to the company. Such cheat sheets must be written for each segment separately. They should not be long; a telephone conversation should not take more than 3 minutes.

Sales script structure

Any scenario consists of five main information blocks. This is the skeleton of our script; the guiding phrases will be placed on it.

1. Greetings. Whether you're talking to a client in person or over the phone, you should say hello. Also, be sure to introduce yourself and find out the client's name. This will position him for further conversation. Example: "Hello! My name is “name,” how can I address you?”
2. Determining needs. Here the manager must study the client's needs and problems more deeply. In this case, the seller should already have an idea of ​​what the potential buyer needs. Questions for clarification may include the following: “Are you choosing a suit for work or a formal meeting?”, “What color shirt would you like?”.
3. Product presentation. At this stage, the manager has to talk about the product. At the same time, the presentation should take into account the client’s needs, which we identified at the previous stage. This means that the script must contain several options for presenting the product (for each need that it can satisfy). For example, some people buy curtains as an addition to their interior design, while others simply need to protect themselves from the sun's rays in the morning. Presentations of the same product in the first and second cases will be different. A script for personal selling should include possible questions from the interlocutor during the presentation. For example, a manager describes trousers: “These are light linen trousers for hot summer weather...”, the client immediately asks a question: “Do they wrinkle a lot when worn?”. The manager must be willing to stop talking and answer questions about the product. In this case, the script must contain variants of questions and answers to them.
4. Reply to objections. The emergence of questions and objections from the client is a sign that he is interested in your offer. In personal selling, the stage of answering objections begins during the presentation of the product. This is the most voluminous part of the script. It should contain all possible client questions and answers to them.
5. Make a deal.

Step-by-step instructions for creating a script

Step 1. Collection and analysis of information to compile a script.

In order to create an effective sales script, you need to do the following work:

• Determine the purpose of the conversation with the client. This could be selling a product, obtaining contact information, ;
• Create a consumer portrait. Most likely, you have identified segments within your target audience. Now describe each segment: highlight needs, interests, problems, determine average income, social status, marital status. You must bring out all the information that in one way or another affects the purchasing behavior of the segment. In the future, the variability of our script will be based on this information.
• Study your competitors' techniques. You can come to your competitors as a buyer and see how they sell. Record the process on a voice recorder. In the future, this will allow you to avoid the mistakes of your opponents and take advantage of successful techniques.
• Make the manager research the product he will be selling.. Remember that the script only gives direction to the dialogue.
• Decide on script flexibility. If the goal of the dialogue is to sell one specific product, then the script will not be flexible. In other cases, the script will be a “fish” that will not allow the manager to forget to say the most important points.

Step 2. Creating a script.

It is best for your head of the sales department to write the script. Most likely, he is familiar with the most effective techniques in talking with clients and it will not be difficult for him to repeat them on paper.

Also, any employee of your company can become the author of the script. To do this, you will have to record several dozen successful sales on a voice recorder, and then take notes on the most successful answers and possible directions of dialogue.

Sellers themselves can also create a script for themselves. But this option is only suitable for telephone sales. To do this, create a spreadsheet in any program convenient for you.

The table must contain the following columns:

• Serial number;
• Client phone number;
• Needs/product groups of interest;
• Previous purchases;
• Information about the client: first name, last name, additional contact information;
• Objections and questions;
• Appropriate responses to questions and objections;
• Appropriate customer response;
• Result of previous contact.

This method is suitable not only for creating a new script, but also for optimizing existing ones. Allow employees to make adjustments to the script, but always discuss the reason for these changes.

By the way, what should be the length of the script? Remember that the average duration of a conversation between a seller and a buyer during personal sales is on average 5-8 minutes, which corresponds to 1 printed page of the manager’s remarks (12 font). last no more than 3 minutes, but in this case the initiative will be entirely with the manager, whose remarks should take no more than ½ page. But they imply the buyer’s initiative, so the volume of the manager’s speech will fit on 1/3 of the page.

Step 3. Optimization of the sales script.

After you've written a script, you need to test it. Make several dozen calls, find gaps and errors in your script.

When writing without testing, it is impossible to take into account most of the client’s responses; during the conversation, be sure to write into the script those options for developing the dialogue that you did not take into account. They will also need to be worked out.

Pay attention not to those phrases that several times led to the breakdown of negotiations. They must be excluded from the script.

Amendments to the script can be made throughout its use, but the bulk of the changes occur in the first 2 months of operation. Be sure to discuss with your managers any problems that arise during a conversation with a client. This will allow you to optimize the script.

Scripting Tools

As mentioned earlier, you can create sales scripts in applications that allow you to create spreadsheets. For example, Excel. But if your script is quite large (as a rule, this is the case), the tabular method will not suit you.

We would like to offer you a more convenient program that is created specifically for creating scripts. It's called HyperScript.

Benefits of the program:

• Allows you to create a voluminous script, with all options for the development of events being before the eyes of the manager;
• Allows you to make adjustments in real time;
• If you yourself have made an amendment to the script, all your managers will be informed about this. The script will automatically change to the updated one in their gadgets;
• Allows you to work in stages. The manager only needs to enter the client’s answers/objections/comments in a special field and the program itself will provide answers for the manager (if, of course, they are included in the script);
• Allows you to track conversions in real time. You will see all the successful and unsuccessful negotiations of your managers;
• Allows you to identify at what stage most negotiations fail.

Example script

Finally, here is a script template. You can use these phrases in your script.

Stage	Phrases
Acquaintance	Good afternoon My name is “A”, I am a representative of company “B”. How can I contact you? Hello! I am “A”, your personal manager from company “B”. “Client name”, right? Hello! We have a new arrival “product that the client is interested in”, let me show/tell you”
Identifying needs. Options for questions. Before you ask a question, justify it. Example: “You are interested in a “product,” let me help you choose.”	What would you like…? What do you think about...? How often….? What would you like to get from our cooperation? Is something bothering you?
Product presentation	The structure of a product presentation is as follows: “The property of the product and the benefit that this property gives to the client.” Example:“These are trousers made of natural linen, thanks to which you will not be hot even in the Moscow office”
Answering objections/questions	Structure: “Yes, but,” that is, we first agree with the client, and then we present an argument that neutralizes the interlocutor’s dissatisfaction. Example: Client: “These trousers wrinkle quickly”; Seller: “Yes, but they also smooth out quickly and easily even at low temperatures. To do this, you only need a small steamer; you can smooth out imperfections directly on yourself, the temperature allows. It is very comfortable".
Completion	“All that’s left is to make a deal?” “Shall we arrange it?” “Will you deposit the entire amount at once?”

Sales scripts are something we promote and consider both a part of sales and marketing. And I’ll tell you even more, we implement them in all the projects we work with.

Over the years, we have already designed a couple of hundred scripts for different areas and have encountered different “wants” of clients.

For some, make a script in Word, for others in Excel, for others in CRM, and for others you need a sales script designer. It is precisely this experience that we will share with you now. What to choose and where to dig.

To some - tators, and to others - lyators

There is an interesting moment in the novel “The Naked Year”. This means a person is standing and looking at the sign “Switches, batteries”. And he says: “To whom - tators, and to whom - lators.”

It's the same with the design of scripts. It all depends on the script itself. So in our work we roughly divide scripts into two types of design:

1. sequential;
2. sketchy.

Sequential is when everything is formed in the form of blocks that go strictly one after another. Schematically - when the blocks unravel and you, depending on the type of answer, go to one branch or another.

And as practice has shown, both options take place. Moreover, experience has also shown that you don’t always need to get hung up on complex construction kits; sometimes a simple printed piece of paper is enough.

To decide what will be best for you, let's look at the pros and cons of each design with examples, and then move on to specific services if you choose a designer.

Word

The simplest and most frequently used version of our design. Suitable for most occasions and quite comfortable at the same time.

The design follows a sequential pattern, where you simply scroll down and read everything, but for greater convenience, we add small hyperlinks to the blocks for faster navigation.

The main advantage of this design is that it is easiest to navigate if your interlocutor may answer differently than what is written in the script.

And this, believe us, happens quite often. And all because the seller does not have a specific list of questions and answers before his eyes, but a general structure through which, if necessary, he can freely move, taking into account the context of the conversation.

Sales script example

HTML

Almost the same option as Word. The whole difference is that you take the script and make it look like a text site.

Where, when you click on one of the answer options, you are transferred to the next phrase. But all this is done within one page.

I personally don’t like this look because it’s “neither fish nor fowl”. This is not a lightweight script, like in Word, and not a systemic one, like in a designer. As a result, we torment operators with searching for a phrase if something suddenly goes wrong.

Excel

A more successful intermediate option between Word and the sales script designer. The point is that we take the entire dialogue and split it into a huge number of branches.

Where each one moves the operator and the client in the direction we need. And all this, as you understand by the name, is formatted in Excel using squares and arrows.

It is very difficult to design such a script, or rather to edit it. Because if you suddenly have to insert a new answer, or even more so a block, then you will have to move everything, set up all the connections again so that everything is OK.

If the script is large, then this is done extremely slowly due to the fact that Excel was not originally created for such tasks.

And besides, the big disadvantage of this design is the jumping between blocks.

This is the very moment when you drag your mouse for a few seconds from one edge of the sheet to the other to see what you need to say to the client. And at this time he asks you another question and you find yourself in the rat race.

Sales script in excel

MindMap

Improved version of Excel design. All arrows and blocks are created with one keystroke and, if necessary, you can quite easily add a new situation.

But again, due to the long movement from one end of the script to the other, we do not recommend this method. Although he has a place to be on our list.

Script in MindMap

CRM

Now many people make so-called constructors on their platforms.

Constructor

Here we come to the most interesting part, to special services/programs/plugins that allow you to make it so that when you click a particular phrase, you can move to the desired text on your platform.

Over the course of 3 years of writing scripts, we tried quite a lot of different solutions.

And they even managed to conceive the idea of ​​​​creating their own, but as a result they postponed it until later. After all, we are, first of all, professionals in sales scripts, and not in services.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

We agree that constructors should be implemented in companies, but not in all cases. And taking into account the wishes of clients who contact us, we can say that they are needed only in 2 cases out of 10.

Perhaps we have such clients, but the fact remains a fact. And the statistics are like this, because you really should switch to special software only in two cases:

1. You have a very large and complex script. In which it is difficult to move with all the other designs. And it’s not just difficult, but rather impossible, even with a strong desire;
2. You have a very rigid conversation structure. In 99% of cases, the client cannot jump out of the script and say something unusual. The ideal niche is a bank call center.

In all other cases, this will only worsen the situation. If the script is really small, then everything is immediately clear; there is no point in the constructor.

If clients often behave in a non-standard manner, then there is no point either. Otherwise, you are dooming your manager to failure in advance.

And all because even if he comes up with an answer from his head, then, based on the context of the conversation, he will have to abruptly jump to another branch of the script, and this is not so easy to do.

And what do you suggest?

If you insist

But since the topic of the article focuses on sales script designers, then let’s figure out which one is best for you to choose.

I’ll just get ahead of myself and disappoint you a little, “Best of the Best” or, in Russian, “The Best” will not be on this list. Because, firstly, such a statement will be very subjective, and secondly, we have not yet found such a service :)

Today we will consider only those that are installed on the computer or used through the website. We do not take into account all other plugin options that are built into CRM systems due to the fact that these are almost all services.

Here is a list of constructors that you can definitely try in your work:

Name	Free version/ trial period	Minimum cost access for one month	Note
Scriptgenerator	-	Free / access for 1 employee
HyperScript	30 days	499 rubles	The best results are achieved when integrated with CRM
ScriptDesigner	14 days	500 rubles	Quite a simple service without unnecessary functions
CallHelper	15 days (promo code PRT-VY33K)	665 rubles	Constructor that includes CRM
Sales Elevator	-	199 rubles/ access for 1 employee	Service without extras functions, but quite convenient for creating complex connections
Scenarium	14 days (promo code PRT-VY33K)	For free	Service for creating scripts in HTML format

But at the time of writing, all the designers had bugs, so you need to look at what will be critical for you and what will not.

Moreover, I want to warn you right away that creating and formatting such a script in any of these systems requires more time than you would do it in another format.

And all because you need to think through and adjust all the logic so that there are no dead ends in communication. And such a monster looks something like this:

Example script in the constructor

But managers are luckier in this matter; they already see a ready-made option, which in their opinion can be done on their knees in 5 minutes.

But we know that to achieve such a result, it was necessary to go through 7 circles of hell. And this is what the manager sees:

How the script manager sees it

Briefly about the main thing

You probably still expected to see a specific designer of logical sales scripts that you need to take and use.

But, alas, it is not easy to catch a fish from a pond. Not because we are greedy, but because, I repeat, there is no better one. Although in our table we hinted at which sales script constructors you should pay attention to first.

In general, you can kill me, but how the script is designed does not matter. If you are not a call center, then ideally you just need to memorize it.

And the visualization will just be an extra reminder that you are moving in the right direction of the conversation.

To be even more serious, what is much more important is not the type of script, not knowing it by heart, but that it be compiled at a very high quality level, taking into account your individual specifics and the latest sales techniques.

Everything else will follow. Therefore, I’m not hinting at anything, but I’m openly saying - entrust this matter to professionals, that is, to us :)

P.s. The visualization option is the second question. The first is the script itself. Therefore, if you don’t have them yet, be sure to read our articles.

A sales script is a sequence of actions prescribed in special regulations that prescribes to the manager how to communicate with the client in a given situation. This is a written or visual script (algorithm) for interaction with new and regular customers. are standards of communication in many commercial firms. In order for the sales department to work more efficiently, the manager needs to prescribe separate algorithms for each stage of interaction with a potential client. Let's figure it out together which scripting programs are best to use.

Available programs for creating simple scripts

If you have a small company, a small sales department and only one segment of the target audience, you can write your own script in the free sales script builder:

• text editor Word. The sequence of actions (steps) of managers will be presented in the form of a table with 2 columns (manager's speech and client's speech) or a numbered list.

Such a script can be quickly scrolled from top to bottom and easily edited. To make searching easier, text blocks should be provided with hyperlinks. Disadvantage: managers will be constantly distracted by searching for the necessary information, which greatly slows down the process of conversation with the buyer.

• Excel program. The scripts created here are more visual than Word scripts, but they are problematic to edit. Adding a new block entails a mandatory shift in the entire structure; you will have to rearrange the location of previously added blocks.

• intellectual map Mind Map. The generated algorithm is a tree of connections, where all information is clearly structured. Disadvantage: inconvenient search for blocks, long scrolling between branches of the map;
• program for creating websites, books and scripts Turbo Site. Using a visual editor, you can create a simple scheme of manager actions without understanding programming;
• Sale Script editor. In addition to ready-made scripts, the program allows you to create your own interaction algorithms, view and edit them.

The written scenarios are diagrams of the manager’s questions and the buyer’s expected answers.
The head of the sales department has the right to configure access to the finished script. For the algorithm to work correctly, the created diagram should be looped - write down the target action that ends the interaction with the buyer. While creating a script in Sale Script, you will be able to:

1. Create connections between different text blocks;
2. Write any number of answers to one question;
3. Link an answer option to just one question (a drawback of the script generator).

Unlike Word and Excel, you get visual scripts that automatically align as you edit. When adding new blocks, the cells do not overlap each other.

Creating a Multi-Choice Scenario in Sales Elevator

Companies that provide a wide range of services or sell products to different groups of customers usually require a large number of scripts. They can be created quickly and inexpensively in Sales Elevator, a paid program for creating sales scripts and working with them.
The cost of use is only 16 rubles per employee per day. Conversation scripts are mind maps. After creating any work scheme, you can play it in test mode by clicking the “Run script” button. If you work in the B2B field, write down the manager’s tasks in separate scripts (for communication with the secretary and the decision maker). Then set up automatic transition between scripts. When the opponent changes, the manager will immediately see a new conversation scenario.
Features of the paid program:

1. Creating fields for customer comments directly in the diagram;
2. Availability of built-in search for finding the necessary conversation blocks;
3. Manual recording of objections that were not provided for in the script;
4. Automatic recording of the most frequently asked questions from clients;
5. Adding comments from managers.

Integration of Sales Elevator with an automated system allows you to create new contacts and deals directly from sales scripts. All outgoing and incoming calls are recorded by the program and included in statistics. The head of the sales department can view a report on any script and evaluate its effectiveness.

Script ON – convenient sales scripts in html format

If you have prepared a telephone conversation script on paper or in Word, but want to make it more visual and effective, add the finished script to Script ON - a ready-made call script constructor with a free 10-day period of use. The paid tariff starts from 990 rubles per month. Generate call scripts together with all employees of the sales department, the program does not require training, all interaction patterns are saved automatically.
Advantages of a paid generator:

• easy to edit ready-made scripts;
• there is no limit on the number of scripts;
• you can order the help of a professional scriptologist;
• the created algorithms are available for copying and downloading;
• The program is compatible with any operating systems and mobile devices.

Telesales script builder Hyper Script

If you want to not only create convenient scripts, but also track their effectiveness, try the Hyper Script builder.
The developer offers a month of free use of the program without restrictions on functionality:

1. Add new conversation threads at any time;
2. Remove unnecessary blocks with one click;
3. Configure user access to the created interaction algorithms (access is registered via the manager’s email);
4. Analyze the conversion of individual blocks and phrases.

By integrating the program with amoCRM, you will be able to assign tasks to managers directly from the script, track weaknesses in work scenarios and correct them in a timely manner.

Ready-made templates and individual scripts in Script Designer

Script Designer is a unique program for working with scripts that allows you to generate visual algorithms for free for 2 weeks, analyze their effectiveness and monitor managers’ adherence to these scripts. Built-in speech analytics captures new objections that were not built into the script.
The program generates written reports on incoming and outgoing calls: the beginning and end of the conversation, the result, the responsible manager, and also records conversations.
The manager sees how many calls were made for each script, how many of them were successful, and how many conversations did not take place. The program records what phrases the manager managed to utter before the script broke (an objection that the employee was unable to close). In this regard, you can correct the text of conversations at the stage where the script broke down.
If necessary, you can listen to any part of the conversation between the sales department and the client, this is especially true for conversations where a failure occurred. Results from using the paid program:

1. In-depth marketing study of the sales department;
2. Analysis of atypical client objections;
3. Monitoring the deviation of the manager’s speech from the prescribed regulations;
4. Detailed analysis of script effectiveness.

The paid tariff starts from 500 rubles per month and allows one employee to use the software, the maximum number of users is 10, the cost of the monthly tariff is 2930 rubles.

Integrate ready-made sales scenarios into crm with CallHerper

CallHerper is a visual editor that allows you to create visual sales algorithms in the form of separate nodes. The node represents the manager's speech with several options for the buyer's response. To search for the desired phrase, the manager does not need to scroll through the screen; all possible answer options are displayed on the screen in the form of icons. The employee clicks on the icon and a window with information opens.
The script editor allows you to:

• add contact lists to the program;
• customize fields to suit business needs;
• format the conversation text;
• register statuses for contacts;
• add themed icons and colors for nodes;
• register tags.

Nodes with important information can be added to the quick access menu. You can set up automatic transitions between different conversation blocks.
Advantages of a paid designer: easy to edit ready-made algorithms, ability to assign tasks to employees from a script, call efficiency analytics. CallHerper integrates with amoCRM - now you can create scripts without leaving the automated system or load ready-made algorithms into the database.
Using CallHerper, you will be able to analyze the effectiveness of calls and scripts: their duration and results, the number of transitions for each branch of the script, comments from those conducting the dialogue. The developer suggests using the editor as a separate constructor or as an additional block of an automated system. The cost of monthly use is 665 rubles. For this price, no more than 50 managers will be able to use the editor.

Brief conclusions about the article

Drawing up work scenarios is a complex and labor-intensive process. A scenario once created cannot work for years - competitive goods and services may appear on the market, buyers' budgets may decrease, and your offer will change. Free programs for creating sales scripts are primitive tools that are suitable at the initial stage of company development. With the growing number of clients/managers, expansion of the service sector and the emergence of new customer segments, you will increasingly have to prescribe new working algorithms. And here paid generators and script designers will come to the rescue. They are more visual, require less time, integrate seamlessly with CRM systems and are indispensable in the process of analyzing the effectiveness of marketing tools.

If 10-15 years ago not every business owner knew about the need to use scripts in the work of call center operators, today any serious work with a client over the phone includes following a pre-prepared script.

This approach has many advantages, and it’s not just that the operator’s work is significantly simplified and accelerated. Using scripts and corresponding services, we obtain visual statistics - instead of listening to hundreds of hours of conversations between operators and clients, identifying weak points and subsequently making adjustments to the script, it is enough to see what kind of conversion certain script options provide. By using specialized services instead of regular spreadsheets/wiki-like pages (not to mention pen and paper), optimizing agent-customer communication becomes quick and enjoyable.

Online services for creating a telephone conversation script

There are many services that allow you to create and improve scripts for specific tasks. Most ask for a certain fee for their services, although there are quite simple free solutions.

A full-fledged service for creating scripts of any complexity and for any task. Meets the needs of any call center. There are no restrictions on the number of scripts or the number of connected employees. The service is cross-platform - you can fully use it on any device with any OS.

The interface is quite intuitive, and the created scripts can work without access to the Internet. In addition, for a quick start, templates are provided, by optimizing which you can get your own unique script.

The free period provided by ScriptON is 10 days. It is noteworthy that after termination of payment for the service, the created unique scripts remain the property of the client. The most economical tariff plan offered by the service is 5-day access for 990 rubles.

A distinctive feature of CallHelper is that the service is available not only in stand-alone form, but also as an integral part of such CRMs as Bitrix24, amoCRM and Megaplan. Like any full-fledged script designer, CallHelper automates the process of working with a client, accessing CRM databases at the right moments and providing detailed statistics on all stages of the call.

The trial period of CallHelper is 15 days. Tariff plans are flexible and allow you to work with the service either independently (using the manuals provided) or with the direct support of company specialists, which will cost more. The minimum cost of access to the service is 650 rubles for 1 month.

Completely free script creation service. An extremely simple interface, the absence of additional functionality typical of “adult” products, and most importantly – it is free – make this service an excellent choice for small companies that do not have enough budget to implement full-fledged systems.

The service performs its main task, namely generating scripts, without any complaints. The developer continues to improve the product, insisting that, despite the development of the project, SaleScript will remain free. In essence, this is the only free script generator that adequately copes with its main function.

A good product that allows you to quickly create and optimize scripts, as well as collect statistical information about the conversion and performance of each operator. The big advantage of HyperScript is a whole month of free use, after which individual tariffs are developed.

A flexible script designer with the ability to identify problem areas in conversations between operators and clients. Integration with CRM systems and ready-made scripts for various types of calls are provided. ScriptDesigner is one of the most financially accessible products - access to full functionality starts from 500 rubles per month.

Basic principles of writing a conversation script for a call center operator

Let us immediately note that there cannot be universal scripts - everything depends entirely on the needs of the company, and most importantly, on what the target audience is. If you have a good idea of ​​your target audience and know who the decision maker (decision maker) is, then you should not have any problems with the preparation and subsequent optimization of the script.

The basic framework of any script looks like this:

1. Greeting

“Hello”, “Good afternoon”, etc.

2. Presentation

“My name is Nikolay, companyX».

3. Reason for calling

“You contacted us a year ago,” “You tried to place an order on the website,” “Ivan Ivanovich Ivanov recommended that we contact you,” etc.

4. Description of how your conversation will proceed

“I propose to do this ...” - then you should explain what exactly the client will receive during the conversation. It is also important to make it clear to the interlocutor that no one will insist on selling and your business is to simply ask if he needs a certain service or product.

5. Questions

Ask your client questions that will help you better understand what exactly he really needs. Such questions may concern the size of the budget, the timing of a project, and so on.

6. Forks

One of the key elements of any script. You need to calculate all possible answers to customer questions and objections, maximizing the chances of a successful outcome of the conversation. This can be done by having relevant experience in communicating with your target audience. A script optimized in this way can significantly increase conversion.

Drawing conclusions

The choice of script creation method is directly related to the needs of a particular company. In cases where the operator’s work is really extremely simple and monotonous, he can easily get by with a piece of paper and a pen. In all other cases, you need to choose a service of a scale that meets the needs of the call center.

In previous articles, we talked about how scripts help you sell more, how to write them, and what happens when managers don’t have phone call scripts.

Now I want to tell you with an example how the work of sellers with scripts on improvised media differs from working in a specialized interface.
We will also briefly compare available solutions for using scripts in order to understand when it is wise to use them.

So, the options that we have and which we used ourselves:

• Printouts, paper cards, stickers
• Text files, spreadsheets
• Wiki pages, html files
• Script constructor

Situation: we have planned an event and need to sell it.

There are few landing pages and advertising for successful event sales, so we are starting active sales by phone.
Sellers are completely unaware of the specifics of the event, the identity of the speaker, pricing options and other important nuances of the conversation.

What we do to launch sales:

1. The specialist writes a script based on past sales experience, based on information about the speaker, conditions of participation, USP.

2. Instructions are provided according to the script, and adjustments are made together with the sellers if they arise.
3. The group leader creates lists of calls for sellers to potential participants in this event.
4. Salespeople open the required script that they will use today and see a list of pending calls:

5. After selecting a call, the seller immediately sees who he will call, what company, what phone number, and what the group senior recommends:

Displays information about the client needed during the conversation from CRM:

7. And reminds you what needs to be done at each stage. In this case, you can provide links to the necessary actions and documents, or immediately edit the information in CRM:

8. The salesperson then selects the next scheduled call and continues working.

Is it possible to organize the same business process using available tools?

Obviously not. Salespeople constantly have to switch from a sheet, file, wiki to CRM.
You need to manually search for a field in a contact or company card, move from a call description to a company card, create a letter, and disperse your attention to many media and interfaces.

All these inconveniences have a significant impact on the results - sellers call less, spend more time on the conversation and business after it.

Fewer calls means fewer sales. The difference can be expressed in tens of percent, or even be several times less than planned.

Of course, sometimes you can get by with simple solutions.

Below are the pros and cons of different phone script tools.

Printouts, paper cards, stickers
Pros:

• Almost free.
• With short scripts and a small number of managers, this is a completely sufficient solution.

Minuses:

• If the script doesn't fit within 5 replies, chaos ensues.
• Finding information with complex scripts is very difficult.
• Convenient navigation through event options is impossible.
• The script is completely separate from the CRM; it is impossible to automate the routine.
• The need to retype the script every time it changes.
• Knowledge is stored in a text document, which makes it difficult to clearly visualize the structure of the dialogue.

Text files, spreadsheets
Pros:

• For free.
• With short scripts and a small number of managers, this is a completely sufficient solution.

Minuses:

• Inconvenient and lengthy search through the script during a conversation.
• Creating event navigation has become more complicated.
• There is no possibility of integration with CRM.
• Visual visualization of the dialogue structure is difficult.

Wiki pages, html files
Pros:

• Almost free.
• It is possible to create event navigation.
• Can be used for fairly large scripts.

Minuses:

• Opportunities for integration with CRM are minimal.
• Knowledge required to work with wiki/html editors.
• There is no convenient visualization of the script structure for editing.

You can see how scripts are created in our application in this video:

Help us be better for you

Unfortunately, not all Megamind readers can vote in polls and comment on articles, so if you manage sales, we ask you to spend 2 minutes on