By Kathy Sisk
In part one we discussed the first weakness of call reluctance: agent fears. Now we’ll discuss prospect’s fears.
Most outbound agents don’t receive training to help them handle their prospect’s fears. In many instances, agents are not even aware of these fears. They fall into three categories:
- The Approach: What does this salesperson want from me?
- Pre-Purchase Insecurity: What if I later regret my decision?
- Post-Purchase Remorse: What have I done?
To address this, agents need training to improve their approach. This enables the agent to be more sensitive to and address the prospect’s fears.
Most agents are uncomfortable using a canned presentation, and so are prospects. However, scripts are necessary, especially when working with multiple projects, training a newly hired agent, or to remain in control during the presentation. Scripts also provide more consistency in the performance levels of the campaign.
The Benefits of Using a Script (Call Guide)
Before training agents on scripting, you must first sell the benefits of using a script. I do this using my “road map” story:
“A script is like a road map. If you were to travel to an unfamiliar city, would you go without a map? Of course not. If you did, it would take longer to arrive at your destination. So it is with your presentation. You start from a beginning point and a destination you want to reach. Not having a script, a format to follow, or a call guide lets your prospect take you on a detour where you do not want to go. If you do not have a map (a call guide), it will be difficult to get back on track. Not using a script gives your prospect greater control of the outcome. Ultimately you are not able to meet the objective of the call.”
The truth is, after thirty minutes of experiencing negative activity with the prospect gaining control, agents lose interest and their self-esteem spirals downward. Eventually this can affect other agents in the call center too.
Next time we will discuss scripts and how to best use them when making outbound calls and overcoming call reluctance.
Kathy Sisk Enterprises Inc. has forty years of experience providing call center setup, reengineering, assessments, training, script development, and project management services to centers globally.