Telemarketing script not getting the results you want? Here are some things to consider before you change it!
First ask yourself, how often do you make significant changes to your sales scripts? If it is too frequently (more than once per month) then your sales agents may not have a chance to get comfortable with the script before a new script is rolled out.
On the flip-side, if you change your script less than twice per quarter, your agents may become too comfortable with the script, almost to the point of being bored. Listen to your agents closely; unless they are memorizing legal confirmation statements that have to be repeated a number of times throughout the sale, if your agents have memorized any other portion of the script, it is time for change.
How do you tell if it is time to tweak the sales script?
Review your script and see if it’s still leading to some form of lead capture. Ultimately, your script should lead to a sale, customer contact information (a lead), a request for more information, or an invite to a future contact from your business. Look at sales performance on a weekly basis. If you are noticing a trend where results are dropping, then it’s time to work with your agents to change the script. That’s right! Work with the sales representative and listen to their suggestions, and follow these steps before rolling out a new script:
Ask your sales agents. After all, they are where the rubber meets the road. They know first hand the objections that they have to overcome day to day. They listen to your customers and know what they want.
Add your own suggestions, but only after doing research on customer response and retention. Knowing the demographics of your customer can be the deciding factor on whether they want to be enrolled in a health forum that they access online, or prefer to receive the monthly newsletter in the mail.
Thirdly (this is probably the most overlooked step), evaluate how the agents are compensated. Are the agents incentivized to pitch a continuity program (aka auto-ship), or do they make more money if they sell the year’s supply? The customer is going to buy what sells and the sales agents are going to sell what pays. I cannot tell you how many times a new script is rolled out and the auto-ship price is dropped but the auto-ship conversion doesn’t go up, because you find out that the call center pays .50 for each auto-ship but $1 for every buy club. If you were a commissioned agent, which pitch would you put your focus on?
Of course, there is no rule that says you cannot test a new script with a controlled group of seasoned agents and/or revert back to the original script after a couple of weeks if performance takes a nose-dive.
As long as your goals are clearly communicated with your call center and agents, every script change should go smoothly.