How to Script the Introduction to a Call

The following is a three-step introduction you can use for any outgoing call:

1. Introduce yourself and the company you work for (slowly and clearly – remember to breathe!) and make sure you’ve got the right person.

2. State your benefit statement – your reason for calling that translates to a benefit to the client.

3. Take the curse off the call – ask if they’ve got a minute to talk.

Benefit Statements

These are brief, concise statements that let the client know why you are calling. It’s important that these statements do two things:

1. Allow the client to see that the call is a benefit to them, not you.

2. “Get you in the door”. By that I mean, they are designed to break the ice not to sell them in the first 15 seconds! We know that people’s initial reaction to these calls will be skepticism, caution and distrust. The benefit statement needs to be short. If it’s too long it will sound like you’re selling and that will turn the client off.

With that in mind, avoid words or phrases that make you sound too much like a sales person. For example:

· I’m calling to offer you…

· I’m calling to tell you…

· I’m calling to inform you…

· We need…

· I need…

How to design your own Benefit Statement:

1. Ask yourself, “why would the client want me to call?”

2. Take your answer and feed one, maybe two of your answers back to the client in the benefit statement.

Example of designing a Benefit Statement for follow-up calls:

1. Question: Why would the client want to hear from me? Answer: As a client, it’s nice to know that the place I do business with appreciates my business enough to make sure I’m a satisfied client.

2. Just a short follow up call Mr. Client to make sure that you are happy with the service we are providing at the Bank

Putting it all together:

1. “Hi, is this Mr. Client?”

2. “Hi Mr. Client, my name is Bob and I’m calling from the ABC Bank” (pause slightly)

3. “Just a short follow up call Mr. Client to make sure that you are happy with the service we are providing at the Bank (no pause)

4. “Do you have a quick minute to talk?”

Important Note: After they agree that they can talk now, ask questions before you tell them about how wonderful your “offer” is. If you go to all that work to start the call professionally, and in a non-confrontational manner, don’t blow it by then preaching to them about how great your promotion is.

“The goal behind a benefit statement is to reduce any apprehension the client may have about you calling and get permission to ask the client questions. It is NOT designed to present your promotion or sell them.”

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