Scripting gives your reps structure and confidence in knowing what to say when they represent your winery. It is without question one of the most important aspects in a great calling campaign. Here are the four key components to a good calling script.
When calling customers, the first thing out of your mouth should be who you are and where you’re from. The main reason is because it is telemarketing law but it also breaks the ice with your customer. When you say you’re from “XYZ Winery in Vacation Valley” people let their guard down and are easier to talk to.
Reason for the call
The main reason for the call needs to be an inspiring story. If you craft a good story customer will stay on the phone. And the longer you keep them on the phone, the more likely they are to buy. Whether it’s the wineries anniversary, a new release, or the dog had puppies; people love a good story—so tell it! Also, a good story captures customers emotionally and people buy for emotional reasons vs logical.
The offer has to be compelling and interesting to the individual. Part of this can be accomplished by segmenting the list to previous buying habits and target marketing. Another option is a shipping offer. It doesn’t necessarily have to be complimentary shipping but a flat rate is the way to go. Make it something the customer can get their head around vs. a mystery shipping charge.
Ask for the order. “Most customers are asking for a mixed case so they can get some variety. Which reds and whites would you like in your mixed case?”
There you go! Plug in your wineries info and make it happen!
Next Blog – How do I get my staff on the phone?