scripts

THE SCRIPTS

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CREATING A COLD-CALL SCRIPT

CASE STUDY #1: CREATING A COLD-CALL SCRIPT FOR BILL GOOD MARKETING

PREPARATION

In the preparation, it’s time to think before you act. As each step is completed, write down the results of the thinking put into the step and the research involved so this process can later be duplicated.

WRITE DOWN YOUR OBJECTIVE FOR THIS CAMPAIGN.

Find Cherry prospects for the Bill Good Marketing System.

Create a campaign a relatively new lead developer can use to generateimmediate results.

DECIDE WHAT LIST TO USE AND WHY

List: The 3,500 financial advisors with a firm who recommends our product.

Why: We have repeatedly mailed to this list and it works.

LIST THE PRODUCT FEATURES AND BENEFITS

Various words from both features and benefits will be used in Google search strings.

Features Benefits

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Database Management Program Enables the user to manage both marketing campaigns and coordinate the actions of a team.

Prospecting Campaigns Campaigns are already done and tested.

Client Marketing Campaigns You do your job.

Support Team Have more time to spend with interested, qualified clients and prospects.

Pre-written tested direct mail lettersEnormous time savings

It is a system. Double business or work half as much.

GOOGLE VARIOUS COMBINATIONS OF FEATURES AND BENEFITS.

You are looking for clever ideas you can use in an opening benefit statement and (if you are offering a free report) in the title of your offer.

Google Search String 1: manage marketing coordinate team

Comment: This search string mostly produced job descriptions and help-wanted ads.

Google Search String 2: double income work half as much

Comment: Switching to the main benefit of the System produced more interesting headlines.

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Headlines

Having Your Cake and Eating It Too

Making Work Pay

Hard Work Good Pay

Full Time Income

Google Search String 3: client marketing prospecting double income

Comment: These headlines are more specific.

Headlines Get Over Procrastination So You Can Get Marketing Again

Magnetic Marketing: Learn How To Attract a Flood of New Clients

Tooting Your Own Horn

LIST POSSIBLE OFFER AND NOTE PRIMARY BENEFIT OF EACH

List several. If one doesn’t work, you can then easily try another. Or you can do two scripts and test both.

a) Offer: Free copy of “Prospecting Strategy for the Do Not Call Era.”Benefit: Stop procrastinating and start prospecting.

b) Offer: Free copy of “Surefire Team Building Strategy.”Benefit: More time for being an advisor or pursuing other goals.

c) Offer: Free 2-year marketing plan consultation.Benefit: Reasonable, accurate estimate of what it will take to reach business goals.

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MOSTLY RE-WRITING

When you write your first script, you will fill in the blanks on “My Script Worksheet 1.” In the rest of this document, I will walk you through eachstep to show you how I did it. I explain every critical wording choice so that you don’t change something that should not be changed. I don’t want you tossing out any babies with the bathwater (mine, age 12 upon observing … nevermind.)

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IDENTIFY DECISION MAKER AND SCREENER

THE RECEPTIONIST

Before you contact the decision maker’s office, you want both the screener’s name and that of the decision maker. You get a little more edge by saying, “Good morning, Jack.” Unless you are calling a very small office, normally the first person you talk to will be the receptionist. We want to give it our best shot to get the information from him or her.

Use version “A” if you don’t have either the screener’s or boss’ name. We try to get them both.

Use version “B” if you already have the decision maker’s name, to get the name of the screener.

If the screener and the assistant are likely to be the same person (small office), we’re going to act like it’s a bigger office and assume that the screener is actually the assistant. You’ll see.

The words shaded in grey below represent a field in My Scripts Worksheets where you “fill in the blanks.” They’re just devices to makeit easier for you to create your own script. In developing your own worksheet, you will click on a field and then type the information calledfor by the field name.

VERSION A

Hi!/Good morning/Good afternoon.

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You need an enthusiastic greeting. Use the one you are most comfortable with.

(PAUSE)

This is Mike Lyons. I’m with Freelance. I need to speak to your [Title/Position]. Could you tell me his or her name, please?

(Response)

And in case I get disconnected and need to call back, what is his/herassistant’s name?

VERSION B


(PAUSE)

This is Mike Lyons. I’m with Freelance. I need to speak with [Decision-Maker’s] assistant. Could you tell me his or her name, please?

Since the prospecting list for this test includes the name of the decision-maker, and since they are small offices, I will go with Version B.


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By pausing, the receptionist will often respond as opposed to automatically transfering you to an extension. In order to get names, you must engage the receptionist in a brief conversation.

If you want to get a name, give your own first. It’s good manners.Critical word: “I need to speak” will get you more names than asking, “May I please …”

(PAUSE)

This is Bob Hammer. I’m with Bill Good’s office.

I need to speak with [Advisor’s Firstname]’s assistant. Could you tellme his or her name please?

(Response)

Great! Who am I speaking with?

GET THROUGH TO DECISION-MAKER

If you have skipped Chapter 19, “Script Rewriting,” you probably should read it. Otherwise, you might wonder why “The Good Way” is what it is.

Here’s our strategy: Get the assistant to relay a message that will interest the decision-maker enough to take the call. You have one sentence to state your offer. You will use, or more likely adapt, one of your headlines in making this offer. Your words must be so compelling that a “S/he’s not interested,” response is not an option.

Under no conditions are we going to bulldoze our way through using a variety of tactics that we get all the time at my office. (“Hi! I’m an old friend of Bill’s and I just found him on Google.”) Yes, these tactics work—with unskilled screeners. But now you’ve made an enemy of the lion at the gate. Next time you call, “hold” is a long place to be.

Here is the blueprint from My Scripts Worksheet.

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The usual response is, “That’s me.” The best way to then get the screener’s name is to very enthusiastically reply as shown.

Good morning/afternoon, [FName]. This is Mike Lyons. I’m with Freelance. I need less than a minute of [Fname]’s time to see if s/he would be interested in [insert text explaining your offer and benefit].Would you connect me, please?

In crafting my own offer, I was intrigued by one of the headlines, “Get over procrastination so you can start marketing again.” I wanted to test that concept because my surveys continually tell me prospects repeatedly want to be doing “more prospecting.”

Well, why aren’t they doing more?

Could “procrastination” be a hot button?

Don’t know.

But I know how to find out.

Good morning/afternoon, [Fname].

This is Bob Hammer. I’m with Bill Good Marketing.

I need less than a minute of Sally’s time to see if she would like to take a look at a special report that will help her stop procrastinating and do more prospecting.

Would you connect me, please?

In reviewing my survey results, there are actually two other items I might also use.

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In offering a benefit this strong, you better be able to back it up when you get to the decision-maker.

Virtually every survey respondent wants “more referrals.” And, most people prospect by “networking.” But they still answer that they want “more prospecting.”

So here’s an alternate way to put it:

This is Bob Hammer. I’m with Bill Good’s office.

I need less than a minute of Sally’s time to see if she would like to take a look at a special report that will help her stop procrastinating and do a better job with networking and referral marketing.

Would you connect me, please?

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COMPUTER-BASED MARKETING SYSTEM

May I speak with M/M ________, please?

(Response)

Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does thename Freelance ring a bell? or b) You know who we are, don’t you? or c) Can you hear me OK on this phone?

Don’t Know You: We’re the _____________________________________.

Does that ring a bell?

Verify Decision Maker: M/M ______, do you take care of the _______decisions for your family?

THE OFFER:

(List as many as you can think of. You may be constrained by booklets on the table now.)

I have some information available on the Bill Good Marketing System. This is a computer-based, client marketing, prospecting andoffice management system. Did you read about this in one of Bill’s books: PROSPECTING YOUR WAY TO SALES SUCCESS OR HOT PROSPECTS?

Yes or No Then as I am sure you know, this is a system designed toenable sales people to double their business or work half as much.

Not Interested at All: Thankyouverymuch! (Dial Tone.)

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PHRASE IDENTIFYING FIRM

INTEREST:

Could I send you some information on it?

Let me ask you this. What would you most like to improve in your business right now?

(Response)

If we had a CD series that dealt with that, is this something you would consider? I will look through our inventory and if something comes to mind, I’ll get it out to you, fair enough?

QUALIFICATION:

Commitment: I know how busy you are and how much paper comes across your desk. So you tell me. If I send this out today, youshould get it in 3–5 working days. Realistically, you need about an hour to look it over and jot down some notes and questions. When will you have time to do this?

Need: On a scale of 1–10, how effective do you feel you are with your current database program?

Money: Our System sells for $11,400. If you like what you read, could you write a check or put it on a credit card?

$$ A Problem: When would you expect to have the funds available?

(Response)

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Okay. Suppose I give you a call in (Month) and we’ll set a time then to take a closer look. Fair enough?

Decision: How many people would ultimately be involved in making a decision to proceed?

Time: When you are making a decision of this kind, what is the procedure you typically go through and how long does it take?

QUALIFIES:

(Are these funds available now?) Just one other question and I'll let you go. In case I can’t get in touch with you during normal business hours, are you ever reachable earlier in the morning or later in the afternoon at your direct extension?

(RESPONSE)

IF NO: What is the best time of day to contact you?

IF YES: And that number is?

I have your address down as _____. Is that correct? Great! Haveagoodday and thankyouverymuch.

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COMMERCIAL REAL ESTATE


(Response)

Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does thename Freelance ring a bell? or b) You know who we are, don’t you? or c) Can you hear me OK on this phone?



Verify Decision Maker: M/M ______, do you take care of the _______decisions for your family.

THE OFFER:

I have some information available on an eight-unit apartment building we have for sale. Are you familiar with the eight-plex on thecorner of 14th and State Street?

Yes or No Because of its location near the University, this building has nearly 100% occupancy which could give you a steady incomestream and be an important part of your goal to retire well-off.

INTEREST:


Not Interested At All: Thankyouverymuch.

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Fallback: Let me ask you this. Are there other commercial real estate transactions you would consider at this time?

(RESPONSE.)

Very good. If something comes up that meets these requirements, you wouldn’t object if I gave you a call and mentioned it, would you?

QUALIFICATION:

Commitment: If I send this information out today, you should receive it by (DAY). Will you have time to look it over by (DAY)? (RESPONSE)

IF NO: When would you be able to review the material?

Need: How do you see an eight-plex fitting into your long-run investment strategy?

Money: This eight-plex would require a down payment in the range of $40,000. Plus, your credit would need to be good enough to guarantee payments in the range of $3,200 a month in case the building weren’t rented. Any problem with the $40,000 down payment?

(RESPONSE)

What about your credit?

$$ A Problem: When would you expect to have the funds available?

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(Response)

Okay. Suppose I give you a call in (Month) and we’ll set a time then to take a closer look. Fair enough?

Decision: Would you make this decision on your own or would you consult with a significant other, CPA, or attorney? (RESPONSE)

Other: Who else would be involved in the decision?

Time: And if you like the idea, how long would it typically take you to make up your mind one way or the other?

QUALIFIES (RESIDENTIAL)

(Are these funds available now?) Just one other question and I'll let you go. In case I can’t get in touch with you during the (DAY/EVENING), how can I reach you during the (EVENING/DAY)? I have your address down as _____. Is that correct? Great! Haveagoodday and thankyouverymuch.

Not now: When would you be better able to seriously consider areal estate investment?

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TAX-FREE BOND FUND SCRIPT


(Response)

Very good. M/M ________, this is Mike Lyons, with Freelance. a) Does the name Freelance ring a bell? or b) You know who we are, don’t you? or c) Can you hear me OK on this phone?



Verify Decision Maker: M/M ______, do you take care of the _______decisions for your family.

THE OFFER:

M/M _____, I have some important information for you on what's called a tax-free municipal bond fund. Have you ever heard of one of these before?

Yes or No OK. Then (as I am sure you know), it is a portfolio of top quality tax-free bonds that have been selected for both income and safety.

INTEREST:


Not Interested At All: Thankyouverymuch.

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Fallback: Let me ask you this. What kind of investments have you been making lately?

(RESPONSE)

If I came up with an idea in (investment type mentioned), you wouldn’t mind if I called you back and mentioned it, would you?

Commitment: If I send this information out today, you should receive it by (DAY). Will you have time to look it over by (DAY)?

(Response)

Need: To benefit from tax-free income, you need to be at least in the 28% tax bracket. Would you say this applies to you? (RESPONSE)

Money: If you do like the idea, would an investment of ($_____) be aproblem to you at this particular time? (RESPONSE)

Decision: When making this kind of decision, are you the decision maker or do you consult a significant other?

Other: Who else would be involved in the decision?

Time: What’s the time frame you feel comfortable with for making a financial decision of this magnitude?

QUALIFIES:

(Are these funds available now?) Just one other question and I'll let you go. In case I can’t get in touch with you during the

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(DAY/EVENING), how can I reach you during the (EVENING/DAY)? I have your address down as _____. Is that correct? Great! Haveagoodday and thankyouverymuch.

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