When you’re on the phone with a lead, you roughly know what you’re going to say and you might be prepared for some questions they might hit you with. Having a lead conversion script will help raise your conversion rate!
The nice thing about scripting is if a lead asks you a question that you don’t know off the top of your head, you can just search for the answer in the script. All the information you could possibly need, in one document, ready to go.
Here are 6 tips for lead conversion scripting:
1. Make It Conversational
First and foremost– make it conversational. The more natural the conversation is, the more the lead will see you as a human being and not an annoying salesman.
It sounds counterintuitive since I’m talking about lead conversion scripting. But, try your best to make it feel like a natural conversion, rather than a sales pitch.
2. Using the Right Language Know Which Words To Stay Away From
The words you use matter! There are positive and negative ways to say everything. Preparing a lead conversion script helps you thoughtfully plan out those words.
For example, we have a client that wanted us to book free consultations. They were in the weight loss industry and when we talk to leads, we have to be very mindful of the words we used. We stay away from words such as “destroy” or “sub-zero temperatures”.
Because those kinds of words have a negative connotation and could raise more questions that might make it hard for you to recover the sale. Additionally, you want to be prepared for a higher level of conversation. Make sure to have these answers available in your lead conversion scripting as well.
3. Know Which Words To Use
Even the words you use should be strategically thought out. You want to keep words positive and not aggressive. Essentially, this is the psychology of sales. By creating a lead conversion script with persuasive words, you are able to funnel the leads where you need them to go— closing a sale.
Part of my job here at InteliKinect is to schedule appointments and consultations for leads. When we’re talking with a lead we use phrases such as “I have availability this weekend for a consultation, are you available around noon on Saturday?”
Do you see what I did there?
Instead of asking if it’s OK to schedule an appointment, I told them when there was a time in the schedule and if that worked for them.
When you create a question that requires more of an immediate response and that is easy to answer, you will be more likely to guide the lead towards the end goal!
Practicing this type of lead conversion scripting takes some time and creativeness to make sure you are using the right words!
4. Pre -Qualification
A large part of successful lead conversion scripting involves pre-qualification. You may generate 100 leads for your product or service but that doesn’t mean that all 100 leads are the best fit for your business.
In some cases you can simply ask the qualifying questions. We have a number of home construction and contracting businesses we work with and those questions are easy.
There are other clients where the pre-qualification happens as a result of a natural conversation where the agent is leading the outcome with purpose. You can make this part of a natural conversation when you add it to your lead conversion script.
In a pre-qualification scenario, you need a way to make an alternative recommendation or an easy let down if your lead does not meet your criteria. How can you do that without making the lead feel rejected? Here is a great way:
“ Thanks so much for reaching out to us about XXXXX. It sounds as though you would benefit more from a service like this XXX I can make a recommendation for that”
“ We don’t currently service that area but are accepting requests all the time I can make a note and reach out when we have availability”
5. Practice Makes Perfect!
Scripting only works when you know it really well. That means that reading is not enough, you must read it out loud and practice. What better way to make your script more conversational than to practice with another person?
Practicing with co-workers is great because they can really test your knowledge of the products and services and give you some good resistance to overcome. Although, practicing with someone that doesn’t know much about the products and services can help bring up questions you may not have thought of.
6. Handle Objections
This is a topic all in itself!…. You will have to tune in next week for the strategy on this 😉