call scripts.mp4

One of the things that happens in an early, especially an earlier stage company, and now I know some of you are a little past the early stage, so this probably, you know, may be more relevant to like Carlos. He's in a little bit of an earlier stage than some of you, but you want, you have to push your product out into the market, right? It's an outbound motion in a lot of ways. You don't have people searching for your product. And so what you have to do is you have to push your way into the market. This is still true regardless. Most salespeople, often 50% of their quota is from their own efforts, meaning marketing's not gonna give them leads to call, right? They've gotta go push their way into the market. And when you're pushing your way into the market, guess what? There's a lot of scripts that if marketing, if the marketing arm can help create those scripts, then you're gonna have more success, right? So one of those scripts is a call script. Now here's the thing, there's a lot of different types of calls that you make. And there's, if you know, if you're cold calling, if you're, you know, you're doing a discovery and things like this. So turns out that if you were to cold call people, 80% of your cold calls are gonna go to a voicemail. And you have to leave a voicemail. Now there are tools today and you can leverage AI even to do some of this where you can just do a voicemail drop, or maybe you can get to a point where it's like you click a button and it'll drop the voicemail into it and it's a prerecorded script. But guess what? 80% of calls are going to voicemail. So that script and that thing that you leave in the voicemail is a brand touch, right? It's a touchpoint. Now, guess what? 90% of those voicemails never get returned. They don't. They're not gonna call you back and be like, oh yeah, I really wanted that car warranty that you called me about 10 times ago, right? Now, I think car warranties have kind of ruined this space a little bit, but the reality is most people don't return those calls. But it can become a touchpoint in a larger journey. Right? And so if you have a call, even if you leave a voicemail, if that voicemail is compelling, the next time you call, they might answer your call, right? Or again, it's just a touch point. The next script is a voicemail follow-up call script. So again, 90% aren't returned, so you've got to follow up. Hey, I called you and left a voicemail. Here's my message. Appointment setting is often a goal of of calls, right? It might not be to like totally sell them, but I'm just trying to set an appointment. In a lot of business-to-business kind of relationships and selling, they often have what are called setters and closers. Does anybody have a setter-closer model in what they're doing where somebody sets an appointment and then somebody else calls and closes it? Okay. It's really, really common in the SaaS and tech world. Um, and they have what are called SDRs, or sales development representatives, and then they have account executives. Those two are very common. The goal of an SDR is to try to set appointments, where the goal of the account executive is to try to uncover problems and identify solutions. So in the case of that, the SDR is calling, the account executive is actually going through the presentation, right? If you look at that, that way. And there's lots of Pros and cons to that. Um, so that's often a goal. Referral call script, right? So you might be calling a customer to try to get to a referral. Hey, do you know somebody who can do this? Promotional call scripts. I might be offering a special offer, a limited time deal. In some cases you have gatekeepers. Anybody run into gatekeepers? You may know what a gatekeeper is. Who can tell me what a gatekeeper is? Ron, you know what a gatekeeper is?

I do. A gatekeeper is like the secretary or somebody who kind of shields the executive or other— somebody else who's a decision maker from having to deal with stuff they don't really want to deal with all the time. So you got to get past that person in order to get to the the, the decision maker you want to get to.

Yep. Right. And so the goal of a gatekeeper call script is not to sell the gatekeeper. The gatekeeper doesn't care about what you do. Gatekeeper's trying to just block you from getting to the decision maker. So you have to— the goal is to move forward to the decision maker, right? Um, sometimes you might do a discovery call, which is kind of a qualification call. Um, you might follow up on a lead that's coming in, so maybe you've got a warm call script. Hey, you downloaded this white paper or whatever it was, right? Now you have a post-interaction call script, help them move forward. You might have a final attempt. Hey, I've been trying forever. I do this. So, um, I'm going to send out a link. There is a— now you can find, um, you can find call scripts everywhere, and I just found this one. I thought they were good, and they give you actually some pretty good examples of like places where to start. And so you might be like, okay, here's my voicemail call script. And they give you some ideas on it. Here's a follow-up call script, appointment setting call script. We're not gonna take time to go and write all of these call scripts, right? It would just take too much time. But I would encourage you to think about this and be intentional about the brand experience you're trying to create with your call scripts. Do they align with the messages that you're trying to get? Do they give a compelling story and a reason to call back? Right. So what we're going to do, uh, sorry, one more slide and then I want to do an exercise with you. Gong actually did this really interesting study, and I'm referencing Gong because I just like some of their data. Um, they actually found— so they, they analyzed 90,000 outbound connected cold calls. So these— AI to go in and look at 90,000 calls. And they uncovered some trends which I thought were really interesting. How have you been? This phrase resulted in, um, 6.6 times more booked meetings when they started with how have you been. Kind of interesting. The reason for my call is— so there's a success rate booked me. And guess what? When I tell them the reason for my call, I get a higher percentage of people that schedule appointments. When I try to— whoa, up in there— when I try to sell the meeting, and guess what? I'm— if I'm doing monologues, which in, in a cold call with the sales guy, you might not want them to talk as much, but when you're doing a cold call or start trying to reach out to somebody you've never talked to before, Monologuing actually produces more appointments. You talking about your solution and the things you're trying to solve versus them talking actually leads to more appointments. Kind of interesting. When you educate and not interrogate— interrogate, this is what I'm saying, right? Instead of saying, oh, talk to me about what's keeping you up at night, right? They found that in a cold call specifically, When you educate instead of asking questions, you actually get a higher percentage of people that will respond to an appointment. This isn't necessarily true on closing, right? So I'm really just talking about outreach, trying to get the people that you're having a hard time getting ahold of. And then the longer the call, the better. So if you can keep them on the phone, more likelihood of you getting them to accomplish the goal. So interesting. Okay, we're gonna do an exercise. I dunno if we need to take the full 5 minutes, but think about an appointment script for your company. If you were to cold call somebody, or, or maybe not even cold call, maybe you've got a warm lead from an event or something else, and your goal is to get them to talk to somebody who can explain the program or the service. What does that appointment script look like? I'm giving you an example here, but why don't you guys go ahead and take some time to try to write out an appointment script for your organization. Ready, go.