Telephone conversations of a sales manager. Examples and scripts of cold calls for a sales manager: how to increase efficiency? Cold calling scripts

One of the important components that affects the level of sales is the script. Even though target audience everyone has a different style of communication, the style of communication is the same for everyone. Some companies develop sales scripts on their own, others buy ready-made scripts. From this article you will learn which speech modules are used and how to write a script correctly.

Script development technology

When developing a script template, pay attention to its blocks. A high-quality script for sales managers makes it possible to more effectively influence the client. There are numerous types of sales scripts: when working with, with, with direct sales, when concluding contracts, making an appointment.

Now we will present the most common script diagram used when talking on the phone. During a personal meeting, for example, the first block is skipped, subsequent stages can be left.

The script includes 8 blocks:

• Walking around the secretary.
• Greetings.
• Identifying problems or clarifying needs.
• Competent proposals for solving problems.
• Offer of current shares.
• Demand clarification.
• Processing objections.
• Completion of the transaction.

Now we will tell you in more detail about each block and give examples of dialogue.

Secretary's rounds

When you call the company, in most cases you end up with a secretary. Its task is to weed out unnecessary calls. Often the secretary receives an order from the manager to reset everything trade offers. Secretaries have their own scripts when communicating on the phone, and it can be difficult to get past this stage. Therefore, you need to be connected to a competent person. Think about how this can be done in your case.

Example dialogue:

Secretary: Good afternoon. Solnyshko Company, how can I help you?

You: Good afternoon. I'm Natalia, I represent the company (name). We are partners of many companies in your profile. So we would like to offer you cooperation. Can you connect me with the person who solves these issues?

Secretary: Okay, I’m connecting.

Greetings

After connecting with the person in charge, you open the script and start a dialogue. First, it is important to find out whether this person can really make appropriate decisions.

The dialogue might look something like this:

You: Good afternoon. I'm Natalya, a representative of the company (name). Tell me, please, how can I contact you?

Representative of the company: Valery Petrovich.

You: Valery Petrovich, tell me, are you resolving issues regarding (specify the reason for the call)?

Company representative: Yes, did you want to offer something?

Troubleshooting

After establishing contact, we move on to next stage. The main thing here is to identify the demand and not give the person the opportunity to immediately say “no”. This can be done with the help of correctly posed questions to which the client will definitely answer “yes”. Let's give an example. Let's say you offer office supplies, the dialogue might look like this:

You: You write with a pen, right?

Company representative: Yes.

You: And do you regularly run out of them?

Company representative: Naturally.

You: Then you need to buy new ones.

Company representative: Yes, what do you want to offer?

The main thing is to identify the demand and not give the person the opportunity to immediately say “no”.

Competent proposals for solving problems

Now that the client is ready to listen to your proposal, you can voice it. After all, the interlocutor has already confirmed his need for your services. The proposal should be brief and interest the representative of the company, for this you can use various levers.

You: We are ready to offer you stationery high quality at low prices.

Offer of current shares

In order to strengthen the effect of the offer, tell the client about the promotions that you currently have, which you can offer when concluding a contract on a long-term basis.

You: By the way, I want to note that for regular customers We have special benefits (state them).

By offering a promotion, you can push the client to conclude an agreement in the near future. This is a very effective method.

For example:

You: And today we have a promotion - when purchasing goods in the amount of 20,000 rubles or more, we provide additional discount 10%.

Demand clarification

In the third stage, you have already received confirmation of demand from the client, and when you ask him the same questions again, you will naturally receive positive answers. But now you've offered him enough favorable conditions, and this needs to be emphasized.

For example:

You: You said that you are interested in more favorable conditions, so this is what we are offering you, right?

Elaboration of objections

This is before last stage, and the client may slip away with claims that you are not prepared for. Therefore, think in advance about the questions that a company representative may ask you and prepare the correct answers. In this case, competent script technique will help you conclude many profitable contracts. Questions may concern not only the cost of the product, but also its delivery, quality, and the activities of competitors. Let's give an example of how you can respond to an objection.

Company representative: We already have a good office supply supplier.

You: But everything is learned by comparison, you haven’t worked with us and cannot evaluate our services and the quality of our goods. Let's try to conclude a medium-term contract and you can compare.

Questions may concern not only the cost of the product, but also its delivery, quality, and the activities of competitors.

Completing the deal

At this stage, a competent manager receives positive decision from the company representative and begins to draw up the contract and all relevant forms.

The sales department most often uses such scripts to effective promotion of your product. The value of a well-developed script is that even a beginner will be able to react correctly to certain situations and successfully sell a product.

In order for you to have working scripts, test them in action several times, evaluate their effectiveness, and if necessary, supplement and make changes. Analyze speech, intonation, sequence of questions.

We have given an example of a script that is advisable to use when selling a product. But a script can be written not only for sales, but also for setting up meetings, concluding contracts and many other actions. To do this, you need to select questions correctly and distribute them into blocks.

The multi-point plan below will allow you to short term prepare for a professional performance. A bright, memorable performance or speech has several goals: 1 - talk about a great idea – i.e. sell an idea, 2 - call to action, 3 - self-PR by presenting an inspiring idea, telling a story about interesting facts or information.

First, you need to make a sketch of the main ideas that you would like to reflect in your planned speech. You need to write down all the ideas, phrases, and phrases that come to you. Editing and matching the right words not required at this stage. It's important to write down ideas! Before a strict editor can turn on inside. Key points of speech, vivid images, accents and calls to action are worked out and written in advance in a calm creative atmosphere without bringing phrases to beautiful shape. At this moment, under the influence of inspiration, you need to imagine yourself at the moment of delivering a speech, see the eyes of each person, breathe in the emotional feeling from the audience in the hall and write down the theses of the future speech.

The second step in creating an impactful speech is creating an outline. Like any message, a speech contains an introductory part. As a rule, short. This can be called an introductory word. This is followed by the main part, in which all important points that need to be brought to the attention of listeners. And the third, final part. It has two goals: 1-summing up results and conclusions, 2-logically pushing listeners to action. Moreover, the call may not be in a direct form, but in a veiled version. This could be a couple of phrases that will make it clear that you should use this unique offer should simply be done immediately. It is quite possible that in some speech the speaker will not want to use a call to action. In this case, at the end of the speech, both the speaker and the listeners should have no doubt about why the speaker himself came with the report. The last phrases spoken to the public are important and especially significant.

The third stage is, in fact, writing the speech itself, taking into account the thesis component developed at the very beginning of the plan.

After writing and editing a speech, you need to read the masterpiece created several times and correct phrases and phrases that, for one reason or another, do not look correct. When the written speech is completely satisfactory to the creator, a final reading should be carried out and the overall timing should be recorded. Separately decide on the duration of each part of the future speech: introductory, main and concluding. As a rule, the beginning of the speech and the conclusion of the speech are brief. The main part is long and has an expanded shape. The middle of the speech is logically combined with the introductory and final parts. The duration of the future speech should not exceed the allotted time for the speaker.

And the last stage is “polishing”. First, you should record your speech on a voice recorder. And then listen not only to how the voice sounds, but also how convincing the entire performance looks. If after this you want to make a number of significant changes or amendments, then this is permissible.

You need to learn to pronounce your speech as if these are the very words that just came to the speaker. This takes time and skill.

It is important to remember that hardly anyone wants to listen to a long, boring speech. Such speech, as a rule, is doomed to the harsh creaking of the listeners' chairs, frequent coughing and even the exit of some of those present from the hall. Therefore, it makes sense to shorten your speech as much as possible.

The last point is the ability to pronounce speech naturally. At the same time, the speaker must remember that it is important to establish eye contact with the audience in the very first seconds of appearing on stage or at the performance venue. Calmness and the ability to control yourself help with this and allow you to “feel” the emotional wave of the audience. You need to get ready before going out and calm down, no matter how important the speech is for the speaker. You can use any self-control techniques.

Have a nice, friendly audience and a bright, fiery performance!

How a sales manager should speak, what to use in his speech and what not to use - these topics always cause great debate and differences of opinion among recruiters and heads of sales departments.

Some consider competent speech to be the main criterion, some argue that the sales manager’s conversation should be polite. There is an opinion that the speech of a sales manager should be professional. My opinion - the sales manager’s speech should be “live.” The correct speech of a sales manager should include the following aspects.

What is “Live Speech”

The client will buy the product when he has developed a trusting relationship with the seller, when he trusts: either the store, or the manager, or the product.

1. Sincerity

Who can we trust? First of all, to those who are sincere. You can be completely sincere, or you can learn to believe and convince yourself that you are right with the help of.

2. Naturalness

The client trusts a person who behaves naturally, which is also one of the manifestations of sincerity. This is why many beginners, having memorized several books on sales, stumble upon the first rake; they simply cannot be natural, burdened with a bunch of knowledge and attempts to understand at what point to apply something from what they have read. As experience accumulates, they become more natural and the results improve only because of this factor. Naturalness relaxes a person and gives him the opportunity to speak more freely and relaxed, as if he were talking to his friend.

3. Speaking

The competent speech of a sales manager, demanded by many, may even turn off some clients, since they perceive competent speech as pompous and formulaic. Therefore, such phrases: “We will create the best individual offer for you in terms of price and quality” will be perceived more skeptically than “This is really best offer on the market now." Therefore, when preparing, there is no point in writing in pretentious, bookish language. In normal conversation, it can be difficult to pronounce something written this way. After writing a phrase, you need to roll it on your tongue. Say it 2-3 dozen times, play with intonation, visualize this phrase and make it sound convincing.

4. Empathy

The conversation should contain emotions, sincere surprise, admiration, frustration. Then communication will be more natural. It’s funny to listen to recordings of conversations when a manager takes a list of questions that he wants to ask and starts asking them one by one, without reacting in any way to the answers. This begins to look like an interrogation and the interlocutor gets bored very quickly. If the interlocutor sees a response to his words, he is asked clarifying questions, asked about his attitude to events, he opens up completely. How to learn this? You already know how to do this. Imagine a situation where a close friend tells a story that is meaningful to him and you. How will you listen? How will you react to his words? Will you move on to the next question without completing the picture, based on the answer you just received?

5. Simplicity

When a manager begins to understand a product or industry, he often wants to show off this knowledge and begins to sprinkle in specific terms and professional jargon. Having met one or two savvy clients and been caught not knowing some concepts, he still tries to demonstrate his knowledge to other clients who do not understand what he is saying and refuse further communication. Regardless of the industry and level of clients, always speak in a way that a schoolchild would understand. Even the most seasoned professionals will react normally to this, since they will not need to translate from professional into Russian, and what can we say about those who have never encountered it. Of course, there are always exceptions and there will be those who want to speak professional language, but this will become clear after a couple of phrases from the client.

6. Feedback

When pronouncing any phrase, any statement or question, observe the client. You'll be surprised how much his reaction will say. Remember your student days, when you answered a ticket that you didn’t really know and caught the teacher’s reaction in order to understand whether you were speaking correctly or not.

If he is only an observer and listener, this conversation will be less important to him than if the conversation is built around his situation and conditions. Engage him in conversation and he will never forget about it.

6. And now the most important feature of the sales manager’s speech:

There shouldn't be a lot of it. The more the manager gives the client the opportunity to speak, the greater the likelihood of a sale. There is no point in getting carried away by stories, because not everyone is interested in listening to someone for a long time. Although sometimes it can be difficult to stop yourself when you get into a rage, it is better to give the client the opportunity to speak out.

It is impossible to learn the correct speech for a sales manager in a short time. It is only possible to be as sincere and natural as possible, to be able to listen and involve a person in a conversation. Some people have this gift by nature, but the skill of effective communication can be developed. This is what we teach on ours.

And today, cold calling remains one of the most common methods of promoting a company. The reason is obvious - compared to personal meetings, in the same period of time you can talk to a large number of potential clients and optimize sales.

Spam is easy to block; the email sent to email may never be read, and commercials often go unnoticed. Everyone answers personal calls. Will it be possible to interest the buyer in this way? This is a different aspect. But the manager definitely needs to try.

Critics of cold calling say the method is labor intensive and low in efficiency. According to the survey, the result of a cold call (the number of successful transactions, sales) varies between 3-10%.

What are cold calls?

Cold calling is phone calls strangers in order to offer them certain goods or services. The reason for low efficiency is most often the lack of manager training, bad examples, incorrect scripts and incorrect sales tactics. The result is a negative reaction from a potential buyer.

Many managers claim that their main goal– call as many people as possible. The more attempts, the more likely it is that someone will agree to the deal.

This is precisely the reason for low sales performance. You need to strive to interest your interlocutor, make the conversation useful and exciting, and leave positive emotions. It's no secret that most often cold calling causes irritation. To change this point of view, the sales manager needs to “hook” the interlocutor, arouse his interest, then present the product, neutralizing doubts about making a purchase, and sell the product.

Tools for successful cold calling

When a manager implements cold call, its potential buyer hears only the voice, without seeing the interlocutor. Such a client treats what he hears with distrust, and he does not always want to waste time on empty conversation. Therefore, the technique of making cold calls must be carefully designed and thought out.

Shell and base composition

Warp successful work is a complete, up-to-date database. It doesn’t matter what you do or sell cosmetics. To replenish customer base The sales manager needs to implement paid information programs that are generated from reliable sources. Examples of such operating databases are Interfax and Fira Pro. You can use various paid and free programs to store and process data.

Negotiation experience and talent

Sales managers who talk about the low effectiveness of cold calls cannot organize them correctly. To grow sales, you need to immerse the manager in a comfortable environment. An unsure, trembling voice, a feeling of discomfort, a monotonous timbre of the voice will not give the expected results, and the cold call will fail. If the manager has doubts about the products being sold, the potential client will certainly not buy it.

Negotiation experience is also important. Experienced managers know in advance what their interlocutor will ask or how their interlocutor will answer, which allows them to calmly work according to the developed scenario, using scripts and examples. That is why a new employee needs to undergo preliminary training and training. There is a small exception to this statement - there are people with an innate talent for persuasion. They quickly establish contact with a potential buyer, pointing out the advantages and benefits of the purchase. Such an employee is very valuable, but there are very few such “nuggets”, while the rest need to learn a lot about the cold calling technique.

The most important skill is to cope with your emotions and make the buyer react to them. If the operator is relaxed and can carry on a conversation at ease, the interlocutor will be interested in communicating with him.

First impression

You will never have a second chance to make a first impression. This stage is the most “fateful”. When a person receives a call from a sales manager, he usually imagines a tired, stone-faced person with a microphone and headset connected, who does not care who he is talking to. There is no desire to continue the conversation with such a person, so in 99.9% of cases a cold call is already doomed to failure.

The key task of the operator is to become interesting to the interlocutor from the first seconds. You need to understand his train of thought, be on the same wavelength with him, make him think, and evoke response emotions (sometimes even negative ones). To get a similar reaction from a cold call, just ask a provocative question. Alternatively, ask whether the interlocutor is authorized to make a decision, or compare his company with a competing organization. As a result, as a rule, he begins to enter into a discussion, which, if properly managed, can lead to a constructive result. But the sales manager should not abuse negative emotions, pleasant communication is much more effective.

Customers' choices must be respected. Often the interlocutor already has a supplier and is used to buying the products offered elsewhere or in a different way. There is no need to point out an offer that he “can’t refuse.” It’s better to communicate, find out what he likes and what doesn’t suit him, what the client gives preference to when making a purchase. Include this block in the script and example dialogue. After that, offer an alternative, indicating all the benefits of your company.

Cold call script for selling services

The term “script” means a pre-thought-out algorithm of actions, a pre-compiled template. A well-chosen script is a reliable tool successful sales. The use of scripts is especially important if the sales manager makes a call for the first time.

There is a person on the other side of the line who knows nothing about you. In this case, it is necessary to build the most fruitful foundation for cooperation and making further cold calls, or to understand that the person does not need the services of our company, that there is no need to waste your precious time on him. Then there are repeated cold calls along a pre-planned path, which are aimed at results.

Script creation algorithm

In the work of a manager, it is important to gradually collect cold calling scripts and gradually improve sales techniques. From this moment the dialogue begins. The more important goals are set, the more professional managers needed.

Key points when determining the purpose of a cold call:

• updating the database, identifying the target audience;
• provision useful information to the interlocutor;
• offering something interesting and free (a buffet at the end of a certain event, providing a trial product);
• receiving a response from the interlocutor regarding the company’s proposal.

Examples of goals:

1. inviting freelancers to training on the topic “”;
2. informing the furniture manufacturer about new equipment for the production of upholstered furniture.

Diagnostics of the client base

You can spend a long time talking to someone, but if you misjudge their potential, you can waste your time and render your cold call useless. Therefore, at the time of negotiations, the manager needs to find out whether the person needs this service, how many units of product he needs, and whether he is ready to spend money on the purchase. But this needs to be done unobtrusively.

Client diagnostic example:

1. Are you planning to expand your network next year?
2. Can your equipment cope with the volume of orders? Are you planning to update it?

Presentation and analytics of answers

The presentation should be bright, interesting, concise and structured. To do this, the manager must draw up sales scripts.

Advice: present only the action you want to achieve from the listener (invitation to a meeting, information about a product). You should not present the entire company and distract your interlocutor with unnecessary information. At any moment a person can simply hang up.

Examples of targeted cold call presentations to consider when writing your script:

1. At our training, you can not only learn about, but also evaluate the activities of competitors, find out what tools and techniques they use, and communicate with potential employers. Agree, this will be a great example and help for your self-development and growth.
2. At the presentation of new equipment for furniture production, you will be able to appreciate latest developments and achievements, analyze the effectiveness of various business processes by which furniture is manufactured. This will give you the opportunity to better assess your real growth potential.

Call processing and closing

Since the likelihood of rejection when calling a cold call is very high, there is no need to be afraid of getting a negative response. After hearing an objection, you need to focus on the purpose of the call, not on the objection. You must try to get around the obstacle that prevents you from achieving the desired result of a cold call.

If the listener constantly makes different objections, turn them into advantages, promising to solve all the issues. The script will not be successful if you fail to interest the potential buyer in the need to implement the task set for you.

Example #1:

I already have enough orders, and I don’t need the training offered.
- Our training will introduce radically new opportunities; you will learn how to improve your skills and double your earnings. Our event will open up new horizons for you, the scale of which you have never even thought about before.

Example #2:

I don't have free time for your presentation.
- Our event will discuss issues that will save time on solving various minor issues. After spending just two hours, you will understand why you are constantly monitoring production workshops instead of focusing on strategic issues that would move the company forward.

If the client agreed (or refused), the cold call to the sales manager needs to be closed correctly. Show the importance of the client to your organization, agree on further cooperation. Even if you receive a refusal, leave positive emotions about yourself, try to be remembered as a competent employee with whom you can work in the future.

Advice: Scripts should not be standardized. When compiling them, you need to take into account the specifics of the service or product being sold, and the purpose of the cold call. A potential buyer may have heard the standard script many times: “Hello! We are a dynamically developing company, 200 years on the market, etc.” To interest him, you need to stand out among the same type of uninteresting offers. To do this, take the time to create a unique script that will pique the listener's interest.

Cold calling: example dialogue

There is no person who does not want to buy a certain product, there is a seller who cannot sell it correctly. Purposefulness, tactfulness, result orientation - these and other qualities will be needed by a sales manager to achieve his goal. Let's look at an example of a cold call:

Good afternoon
- Hello!
- Limited Enterprise Company, manager Angela. Could you put me through to the CEO?
- He's not in now.
- When can I talk to him?
- Never, because he is very busy and cannot give you time. I am his deputy, ask me all questions.
- Great, please tell me what is your name?
- Maxim.
- Maxim, very nice. We are organizing a new business training on the topic “How to attract new customers and increase sales?” Are your managers searching for new buyers?
- They are looking. But, unfortunately, both for me and for general director I don’t have time to attend your training.
- Would you like to increase your work efficiency so that lack of time no longer bothers you?
- You know, so far everything is fine with me, everything suits me, I already consider my business plans successful. Thank you.
- Do I understand correctly - all your sales managers are 100% busy?
- Yes, 100% and even more.
- It’s so good that we contacted you on time. The goal of our training is to redistribute the workload among managers with higher efficiency. Just imagine - one of your managers will be able to manage 2-3 times more clients. The training will cover the topic of sales optimization and. Should I sign you up for it?
- Thank you, but I can’t find time for this.
- Okay, then I will inform you about the date of the next training so that you can redistribute your time and attend it.
- This is not necessary. I’m telling you, we are doing business successfully, all the schemes have been worked out.
- Everything is so great with you, but there is not enough time for development. It doesn't happen that way.
- It seems to me that when there is no time, it’s very good. Everyone is busy, working, the company is thriving.
- That is, you have reached the pinnacle of your success and do not want to develop any more. But for some reason, when they remember your area, a completely different company comes first. Are they your competitors?
- It’s very difficult to argue with you. When and where will your training take place?

After this, the parties exchange contacts and agree on a meeting.

Examples of telephone sales techniques

In order for cold calls to lead to the expected result and provide high efficiency, the sales manager needs to get acquainted with various examples and create scripts.

The first example is a ledge, used in case of a negative answer as a fulcrum and a basis for further dialogue. Let's look at this technology as an example (after introducing and meeting the manager).

Hello, I am a manager at Consalting Ltd, we provide training for management personnel. How to increase sales efficiency, make more efficient use of the organization’s internal resources, and increase turnover. Are you interested in this topic?
- Yes, I am periodically interested in courses for self-development.

Sorry, but such an event is too expensive for me and my company. You are asking a lot for your services.
- This is what everyone who has not attended our trainings says. Many people with whom we regularly collaborate reacted the same way at first. But after the first lesson, they changed their point of view, because they were able to save many times more, increasing their turnover.
- Okay, we can discuss this.

Another example of dialogue:

Andrey Vladimirovich, good afternoon.
- Hello.
- My name is Anatoly. I'm calling you from Constanta.
- On what issue?
- We sell waste recycling accelerators. They are made according to new technology, make it possible to save resources compared to equipment that is used today.
- Sorry, but I am not interested in your proposal.
- Is it possible, before you hang up, to find out whether you use gasoline or gas accelerators?
- We don’t use them at all at the enterprise.
- How then do you destroy waste?
- No way.
- But this is fraught with large fines. Especially after amendments to the legislation. How timely we came to you! We recommend that you read ours. Our prices are more favorable than those of our competitors, and we can provide a discount. How would you like to meet and discuss terms?
- Okay, come to our office.

When communicating with a potential client, immediately include him in the dialogue. This way you will arouse his interest. Leave all the details of the presentation for a personal meeting, the main thing is to show the relevance of the proposed product.

Save the article in 2 clicks:

Cold calling is a current sales optimization method used by many companies. In order to make them effective, do not be afraid to express yourself, communicate with the client as with a good, respected comrade. Be confident in your words. To achieve success, you need to work hard on yourself. And most importantly, know how to accept refusals, as there will be some. large number. Don’t be upset, take into account mistakes, develop new sales scripts for yourself.

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“Give me a point of support and I will move the earth”

Archimedes

To conduct successful cold calls, the “Ledge” technique is used in world practice.

Using the Ledge technique, you can make effective cold calls on the phone, an example of which will be discussed below.

The essence this method consists in using the first question or negative answer of the interlocutor as a fulcrum for turning a protracted call in the right direction.

The purpose of this is to arrange a meeting with the client. But often sales agents get drawn into any conversation, but the subject remains in the shadows.

How do failed cold calls happen?

It goes something like this. The interlocutor becomes interested in the information and says: “Please tell me in more detail.” Thus, a moment occurred that should have been avoided at all costs.

In this situation sales agent cannot refuse his interlocutor and is forced to explain to him the whole essence of the work, but he achieved a completely different goal than was pursued. After all, the main task is to appoint business meeting. What to do?

It is very important to properly prepare for this issue. The sales agent must be a bit of a visionary, having previously planned for such a situation and thought through possible options answer. It is impossible to leave the question unanswered. But simply answering the client is wrong. Here clear example cold calling on the phone.

The manager calls a potential client, and at the other end of the line he hears the question: “How many years has your company been on the services market?” He enthusiastically replies: “We are celebrating our 20th anniversary this year. That's a solid number, isn't it?" Client: “Yes, indeed, a considerable age. Please tell us more about the company’s work.”

This is followed by detailed explanations from the manager, a listing of the company’s areas of activity, and its most successful projects. Then the other person says, “This is amazing. How did you become so successful? The question is again followed by long and numerous explanations from the manager.

Suddenly, at the most interesting point, the client unexpectedly interrupts the conversation with the words: “Wonderful, but all this is not for me.” In this case, the manager’s main mistake is that he began presenting the service before he knew anything about the potential client. The latter, simply, was not satisfied with the services offered.

Example of a cold call using the Ledge method

Let's take a closer look at how Ledge works using the following example:

Sales agent:“Hello, Mr. Sidorov. Are you worried about Andrey Shishkin from A.B.V. Corporation. It is the largest sales services company."

Mr. Sidorov:"Good afternoon. We were just thinking about this. Please tell us more."

Mr. Shishkin: “We have been working in sales for about 15 years. During this time, we have achieved significant success and have practical experience in this area.”

Mr. Sidorov:“Very interesting, and what kind of developments are these?”

Mr. Shishkin: “These are developments in the field of successful sales, training, management, and marketing. The most recent one is how to do cold calling, telesales.”

The conversation flows in a positive direction until the interlocutor is interested in prices. “The price range varies from B to C,” the sales agent replies, and the client objects: “Unfortunately, it’s expensive for us.”

At this point, the response scenario can go in two directions: the manager will begin to defend himself and argue, proving his point of view and describing the merits of his program, or he will simply say: “Mr. Sidorov, many people with whom we are actively cooperating now also reacted this way at first.” , have not yet been convinced of the benefits of our proposal.

Therefore, I propose to meet. Will it suit you on Wednesday at one o’clock?” The basic principle of the “Ledge” method is that no matter what the interlocutor says, always answer: “We definitely need to meet.”

Cold calling - examples of using the Ledge technique

The Ledge cold calling method can be used for conversations that go in completely different directions.

1. The client is not interested in the services offered by the manager. The conversation might look like this:

Client: Sorry, we do not provide professional development to our employees.

Sales agent: Excuse me, please, how is your team trained?

Client: No way. They work under mentors, that's enough.

Sales agent: Amazing! Many companies we cooperate with today also worked this way. I suggest we meet. Is Thursday at twelve convenient for you?”

Thus, the question “Curious how you train employees?” allowed me to find a foothold in the conversation and maintain control over it.

2. The client cooperates with another company.

Client: Please forgive me, but we have already made a deal with another company.

Sales agent: Let me ask you which company you work with?

Client: This is a SUPER company.

Sales agent: Great. We should meet because we can strengthen the promotion of your programs, making them more successful.

The conversation may proceed in a different aspect.

Client: We recently signed a contract with another company.

Sales agent: May I ask if this is by chance the SUPER company? Are you using the SUPER Manager program?

Client: No, we use the ICS program.

Sales agent: Wonderful. I think it will be useful for us to meet, since our projects complement this program well.

A sales agent can name any company and program. When answering, the client will correct him, and then the sales agent will again use the same “We definitely need to meet.”

Using the Ledge method allows you to turn a simple call into a conversation where information received from the client is used.

It is this that becomes a kind of fulcrum on which the further course of the conversation is based. Facts from the interlocutor’s lips help the manager to make a start and schedule a meeting at the right moment.

Mistaken cold calls: example dialogue

Often sales agents, when answered, “You should talk to someone else,” mistakenly respond with the question, “Who can I talk to about this issue?” There is no need to rush, it is better to ask: “What do you do?” In this way, you can make sure whether the person is really not the one you need. Here is an example of such a dialogue.

Client: Sorry, but this question is not within my competence. It can only be decided by the company's management.

Sales agent: Excuse me, please, but what is within your competence?

Client: I'm just organizing training for managers.

Sales agent: Very interesting. What training programs do you use?

Client: We carry out several types of training projects.

Sales agent: It seems to me that we need to meet with you, so that we can influence the implementation of your programs.

If the person's answer suggests that he might be helpful, the manager boldly says, “We need to meet with you.” The person on the other end of the line may say, “I’m just filling in for the head janitor in the office.”

If the manager offers installation services plastic windows or alarm, it is clear that he needs a completely different person. In this case, it’s worth asking: “Please tell me who I can talk to about this issue?” Information about the right person will be clarified.

Cold Calling Examples: The Ledge in Action

Example 1

Client: Sorry, I am absolutely not interested in your proposal.

Sales agent: Many people said the same thing until they were convinced that our services perfectly complemented what they did.

Client: We had an experience with your company and it was not positive.

Sales agent: May I ask who is servicing your company's computers now?

Client: Company "IGREK" We have been working with them for more than two years.

Sales agent: Then we should definitely meet.

Client: I don't think so. Send the price list to my email address, if necessary, I will look at it.

Sales agent: Maybe it's better for us to meet after all? What about Thursday at four?

Client: I told you so. I am not interested in your information.

Sales agent: Okay, good luck.

In this case, the manager tried everything.

Example 2

Client: Our company does not have the funds to provide such services.

Sales agent: Of course I understand. But may I ask, is your company working with anyone now?

Client: Yes. We work with the ZET company.

Sales agent: Then you probably use the ABC product?

Client: No, we use their product "GDEZH".

Sales agent: Really? Then we should definitely meet, since our offer is wider, which includes the product “GDEZH”. How about next Monday at two?

Client: I'm satisfied.

Example 3

Client: Tell us more about your product.

With this question, the manager must give a clear, comprehensive, but concise answer.

Sales agent: We work in the field computer technology for 15 years already. During this time, our company has developed new programs that are successfully used by hundreds of companies. Pardon my curiosity, but what does your company do?

Client: We work in the field accounting services based on the AB program.

Sales agent: How's that? Then we definitely need to meet, and I will tell you how to increase the effectiveness of the AB program.

Example 4

Client: Hello, I don’t have time to listen to you now. Send me materials about your company, if possible, I will familiarize myself with them.

Sales agent: You see, I'm calling to make an appointment. Would Monday at twelve suit you?

Client: Alas, I have a very busy schedule throughout the month.

Sales agent: Okay, is this same day in exactly a month busy for you?

Client: Just a minute, I'll take a look. No.

Trading point: So, maybe we will meet on the 24th in a month?

Client: Fine. I'll write it down in my diary.

In each specific case, when making cold calls on the phone, the sales agent creates a “Ledge” that he can cling to, and the fulcrum found helps turn the conversation in the right direction. Thus, the sales agent is able to increase sales efficiency by increasing business meetings.