Scripts that Get Results Quickly
While many outsourced B2B lead generation firms have a lot in common, when it comes to their approach to onboarding new clients—and in particular, writing phone scripts—they’re all over the map.
Some firms want complete control over everything their business development reps (BDRs) are saying, down to the smallest detail. This can backfire: it denies the BDRs the flexibility to have a genuine conversation and can lower morale, making it harder to project enthusiasm over the phone.
Meanwhile, some firms don’t script their calls at all, relying solely on the skill and charisma of their BDRs to build rapport and generate interest. This can also backfire: though it sometimes works in the short term, relying on style alone isn’t replicable, coachable, or sustainable.
From 17 years of experience in B2B cold calling, VSA knows that the best-written scripts fall somewhere between these two extremes. However, there’s no exact formula.
Great telephone messaging looks different in every industry, but regardless of what goods or services your company provides, here are three key ideas to keep in mind:
- Keep the language simple. Because it’s spoken—not read—a script that is full of shorthand abbreviations, hard-to-pronounce technical terms, or cryptic punctuation simply won’t work. How can BDRs project comfort and confidence if they’re constantly getting tongue tied? While it’s important to sound like an expert, it’s even more important to be heard in the first place.
- Write for a conversation. Just as the telephone gives you direct access to your prospects, it gives those prospects direct access to you. Most people won’t just listen patiently to a pitch; they’ll ask questions, express ideas, and give responses. Therefore, the most effective phone scripts anticipate and encourage prospects to engage—they leave natural pauses, ask provocative questions, and allow the caller to gently steer the conversation, rather than demanding that they robotically recite a specific pitch. A phone call provides human connection—use it to your advantage!
- Don’t assume your prospect’s attention—earn it. When you reach someone on the phone, they’re usually completely unaware of your offering. Furthermore, you’ve interrupted them in the middle of their workday; you probably have less than 10 seconds to keep them from hanging up on you. So what do you say? The first words your BDRs say must be direct, provocative, and compelling; there’s no use in giving a detailed list of your product’s features if no one stays on the phone long enough to hear it.
No matter what your company offers, a great script is essential for a successful calling program. It sets the direction for the call and steers BDRs to achieve a common goal, especially if the script includes specific qualifying questions. It’s critical to recognize that developing an effective script means balancing structure and spontaneity, information and enthusiasm, and speaking and listening. Achieving this can be a tough task—but if you develop your scripting with our three key ideas in mind, it won’t be long before you start to see the results.