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Notes from Tina Ferguson

July 21st 2008

When I was a senior in high school, I took creative writing. I enjoyed it, but I had no interest in submitting my work to be ‘judged.’ I wrote because I loved to write and create.

The high school I attended was located right around the corner from Texas Christian University. After I didn’t enter one of my short stories for another local contest, my creative writing teacher told me I had to enter TCU’s writing contest or he would lower my grade. There I was at 4:56 pm on the day of the deadline running up the massive campus sidewalk toward the building where the submission was due at five.

As I ran I thought about how mad I was at Mr. Reed. I didn’t want to enter this contest! He had no right to make me! I looked down at the paper that had pasted pieces of my story from our high school magazine. I didn’t even bother to re-type it to make it look nice. ‘I’ll show him!’ I thought.

A few months later, word came in a fairly plain envelope. No fanfare about what was inside that placed me as the first place winner of the high school writing contest… Just a copy of the entries from that year with my name at the top of the page.

This past weekend, I attended another writing workshop at TCU, and it’s funny how 23 years will help you ‘see’ what your creative writing teacher was trying to get you to see all along.

What I know about marketing and people who are marketing is that the client can see things you can’t see. Whatever it is you don’t want them to see you can bet they will.

Who can help you see what you can’t see?

Hugs-

Tina

P.S. We all have the ability to see things for others we can’t see for ourselves. How can you help other people see what they can’t see? Can you do this in a way that gently guides them to be better?

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Feature Article

Can You Write a Telemarketing Script

Most people answer this question with an immediate "YES", until they actually sit down and try to write a script. It appears easy to write a script… when you first think about it. However, when it comes down to developing the actual strategy, positioning, subtleties, interaction, closing, and formatting (not to mention the objections and rebuttals), the ease of scriptwriting turns more complex than first anticipated.

Here are some things to ask yourself before you definitively answer the question: Can I write a telemarketing script?

1. Do you have the marketing "know-how" to keep people on the phone from the outset of the call?
   Do you know how to incorporate "interaction" into the script so that it doesn’t sound forced and prospects will provide an honest response? And will this interaction lead them to a "yes"?
2. Can you "close" the prospect with such subtlety that they know they’re buying a product or service (or setting up an appointment) and yet you haven’t broken the flow of the call?
3. Can you format the script so that it reads easily (hyperlinks, correct succession of Presentation, Explanations, QTC, etc) and flow is not broken?
4. Do you know how to position your product or service so that prospects see it differently from all similar products and services?
   These are only a few of the questions to ask yourself before trying to write your own script. There are many others, but if you answered yes to at least 3 of these, you’re on your way to a great script.

After you have decided that you can write a telemarketing script you need to put yourself in the mindset of your customer and focus on their needs not your product. Your product will come naturally after they believe that you can solve their problem. The most important thing out of the gate it to get their attention so that you can release the distraction, or anger or whatever they might feel when you call. I have been calling on CEO’s for several  partnership deals I have been working on over the last month and I stress right out the gate that we are looking for a mutually beneficial relationship. I have had not one hang-up or angry who are you. They have all said tell me more or what exactly do you mean.

I then educate them on how I think we can help each other do what we do best and be more successful and make higher profits at the same time. If you are calling on a customer it is the same way. Instead of saying, "I am mike selling car wash equipment." you would say something like "How would you like to wash your car once a month and have it look showroom clean the whole month?" That gives you a way in to give more information about how your product is going to fulfill their need.

They may ask "how that would work", or "are you kidding"…anything that gives you an opportunity to get a step closer to allowing them to buy your product is what you want. I was in a business group that we go to each month where a a sales guy in the group said he started saying, "This is a sales call do you want to hang up?" At first we all laughed, but then he started talking about having a very high success rate. Why it may sound crazy it is another way to snap the person out of their daze long enough to listen. He would always follow that up with fulfilling their need. How would you like to make more money next week or whatever that may be. Below I have provided a simple telemarketing script to show you how it works.

This is an example of Cold Calling For Partnership

Gate Keeper

Hello ABC Company, Lynn Speaking

Yes my name is Jim Wilson President of Jim Wilson Enterprises, I was wondering who I would speak to in your company about your products, services, and partnership opportunities.

Hmmm. What type of business are you again?

Lynn, we specialize in software control systems for ABC. I believe our products would enhance your product offering and increase your profit.

You Know I think the best person to speak to would be our CEO his name is Big Bob. Let me put your call through. He may be out of the office.

Thank you so much Lynn for your time. I appreciate your help, have a wonderful afternoon.

CEO

This is Bob

Good Afternoon Bob my name is Jim Wilson President of Wilson Enterprises. Lynn thought I should speak to you about how my products may enhance your service offering and increase your profits.

So what does your company do exactly?

Bob we specialize in software control systems for ABC that your product directly connects to.

Well we are in the hardware business, we don’t do software.

That is correct Bob, but there are companies out their that make millions of dollars connecting to your system. Wouldn’t you like to have part of that money in your pocket for not much more work.

Hmmm. well how do you fit into that picture.

Well Bob, we have been in the software business for a long time and want to specialize in what we do and leverage a partnership that does the parts that we shouldn’t be doing. We love what we do but don’t love what you are great at. From our research you already have a successful sales team and support staff. We call on the same customers for different products that connect together. You are recognized as the best in these areas as we are in the control systems we develop. The only issue is we need the R&D time to focus on keeping our product world class. I believe that is where we can help each other get what we want.

You know, what you are saying makes a little sense. You want to focus on software and R&D which is your expertise.

Correct, the benefit is we get to both do what we are good at and increase our profits while decreasing our turnaround times and sales cycles. We will also be able to act faster than our competition who has to manage two full companies.

Let me get some time on my schedule so we can meet and discus the possible revenue from a partnership. We are in the acquisition process right now to grow our business. Are you only looking for partnerships or acquisition as well?

We are looking for a mutually beneficial relationship with a company that has the same values that we do and eye for success. We are always open to all discussions. I will work with your assistant to schedule a date.

Ok, look forward to speaking with you in person.

The main idea is to get in person for this example. When you meet you want to be to the point have all of your facts together including the numbers you expect the partnership could have. Always talk about partnership and mutually beneficial. Never come from only I need this or I only care about this. It will put people off and ruin a quick in that you got from your call. Please remember that in small business you have a chance to get the CEO or president much easier than you do in Fortune 500. You may have several gatekeepers in Fortune 500. Remember to be nice and respectful of each one you meet whether they are a manager or an admin.

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