B2B sales lead generation identifies qualified prospects by establishing their level of need for your product or service. The process may include making a sales pitch to measure their interest in finding out more. In this case the desired call to action will involve the prospect asking for:

·         A sales rep. meeting

·         A sales rep. phone call

·         An information pack before asking for a meeting or phone call

Generating B2B sales lead by telephone is a complex and difficult task requiring fluent knowledgeable conversations with business decision makers. So what improvements are achievable through having a professional lead generation script?

The main benefits of scripting include:

·         Controlling the flow of the call

·         Gathering qualification data

·         Establishing how to tailor the pitch

·         Improving the quality of leads obtained

·         Ensuring consistently improved results

 The type of scripting that we advocate involves a flexible conversation flow that includes elements of tightly structured wording and a series of talking points or prompts. This approach allows the caller to develop a relationship with the contact and to branch off in different directions depending on the flow of the conversation. The script also contains detailed briefing points on how to respond to typical objections raised during the conversation.

A typical script should be developed in 5 steps as follows:

1. Opening the call
2. Qualifying the situation
3. Selling the benefits
4. Obtaining a result
5. Handling objections  

The idea is to structure the call to follow a natural conversation while at the same time including important elements in priority order. For example a good introduction will involve the prospect in a conversation before attempting to ask any qualification questions. Also it is essential that qualification information be obtained before attempting to sell the benefits since this could affect the way in which the offer is presented.

·         Start by writing down the objective of the call

·         Next define the desired call to action

·         Write a script opening that introduces your company and explains the purpose of the call.

·         Verify that you are speaking with the correct decision maker, if not take re-direct details

·         Don't ask whether the prospect has read your letter or brochure but focus on the prospect's business needs

·         Use open questions and pause until the prospect engages in the conversation

·         Ask no more than 3 qualifying questions before engaging the prospect in conversation or you risk closing the call prematurely

·         When you have qualified the prospect's needs, present your product or service as the solution

·         Keep your sales message focused

·         Then ask how important would a solution be and in what timescale?

·         Continually encourage dialogue with the prospect

·         Use short sentences.

·         Build empathy by using names

·         Offer desired call to action in priority order (Appointment, phone call, information only)

·         At the end of a call, repeat the agreed call to action

·         Get agreement on call-back date and time

·         Use the phonetic alphabet to verify email addresses

Consider using a computer based scripting tool to provide benefits such as:

·         Controlled conversation flow

·         Improved data collection accuracy through drop down boxes

·         Data validation for improved quality

·         Automatic call-back scheduling for improved contact rates

·         Automatic information fulfilment for better productivity

·         Improved quality management through voice recording

·        Improved call statistics and performance reporting for overall management

·        Easy access to objection handling responses and product information