[web redesign] Looking for critique on my phone script
Note: this is a script that is used solely for appointments. Meaning, I go into the call with the assumption that the owner is expecting my call because we spoke on the phone earlier. The owner already expressed interest in my service and is looking for more info.
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I'm heading into selling website redesign. I've put together a script from my experience in the past selling regular website design and from reading a few books on selling.
This is the script. It's definitely not 100% done. Although I'm unsure of which market to target, for now I'm thinking Interior Decorators.
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The beginning.
>>>"Hi, not sure if I'm talking to the right person here. I'm looking for John. He and my company has spoke a few days ago and he wanted me to give a call back when we got the chance."
"Hi John, this a bad time to talk by chance?"
"My name's Chris, I'm actually calling because one of my employees notified me that they spoke to you a few days back and you expressed some interest in she was saying and offering. They called about website redesigning, and her name was [her name]. Would I be talking to the right person here?"
>>> ""Nice. So the way we usually do this is we go through a back and forth conversation with you for 15 or so minutes to give you a fair idea of how our company would handle your project.
If you don't have those 15 or 20 minutes to spare right now, we can definitely set up an appointment to talk later. Would later or now be a better time for that?"
"Also, there's one more thing I need to ask. The best way for you to evaluate our work would be to actually see our portfolio of previous work. The thing is, my portfolio, which showcase some of the website redesigns we've done in the past, are all online, and you would need a computer to see them to judge our work. Would you have a computer in front of you?"
At this point we can assume that I am on the phone with the prospect and have him available on the phone for 15-20 minutes. He's in front of a computer, ready to view my portfolio, along with my site.
>>>"I'll start off with what we, how we do it. It usually takes 1 to 1 and half minutes to explain, so bear with me. I promise there'll be an end to, though. "
>>> "Now, what we do. Of course, we restructure and remake websites. But we do it with a few twists. So let's be honest: we're not giving you just a redesign. We're most interested in providing you more business for what you do. Redesigning for a facelift/outdate/competitor is not a bad choice by any means. A lot people do it. But there is something you should know about us when we redesign. We keep one other major reason in mind. It's something that most of my clients keep in mind, a problem that most of my clients face: that their site is underperforming, not getting them money. Just redesigning to add features, or to make it look better, or to make company stockholders feel good is fine; but it doesn't lead to online success these days. What you want is a site that doesn't just sit there on Internet, wasting time. So you might be wondering what we do to make actually make things different. That depends on your specific situation, but we usually start off by seeing which one of your pages gets the most traffic, which page is most popular. We use tools to find out what previously worked on your site, and we don't change those things, we build upon them. We'll want more people to see your site. There are a few different ways to do this. An example would be to start a small blog, nothing too complicated if you don't need it. The fact is, Google tends to reward site with blogs by driving people to your site whenever they're looking for "interior designers" on the Internet. Once someone gets onto your site, you need them to actually convert into a customer. Converting them into customers is another deal, and we'll get into that in a bit..."
There's a lot of thought that goes behind all this, but that's why we're here, and we'll get into that later in the call."
>>>"So I've got to ask, John, how much do you know about website design and search engine optimization"?
"Got it."
Based off his answer, I can figure out whether I should speak on a more detailed, technical level (for example, the term "SEO, mobile websites" might not be foreign to him) or speak completely casually. The goal is of course to always speak casually, but it's good to know if he has had experience in this.
>>> "John, To find out more about your situation, do you mind if I ask you a few questions?"
"What company were you working with on your current website? As in, who built it?"
"In particular, what did you like about the service [the name of their previous company] provided?"
"What did you dislike about the service [the name of their previous company] provided?"
"What would you like to see different in your website this time around? You can just give me a broad or detailed idea, and we'll expand on it later."
The motive behind these questions are that they will hopefully give me an idea of what his history was, where he plans to go, and what he's doing now that may or may not be working.
>>>At this point, I'm hoping that he has spoken more than me, or opens up as much as he wanted to with my questions.
>>>"Good to know, thanks John. Now, it doesn't stop at getting people to the actual site. You have to retain the person looking at your site. There are stages of what the average person goes through, mentally, when visiting a site for the first time."
"First, your visitor is going to judge your site based on visual aesthetics - the color you use, the graphics, and the places you put your "Call Us Now" button. A web page should communicate 'we get you, welcome, come on in'. For example, let's say you were selling a computer with 100 different buttons and features. You wouldn't have a "buy now" button that asks for $1500 on the top right of the screen, which would be the first thing they see. It's like walking into a building and being hit in the face with a salesman asking you for your money. The minute a visitor sees that price, they'll simply compare your product to the next product as if it were a simple commodity, instead of looking through your individual machine's benefits. But if you were selling a simple product, like a pepperoni pizza, then you'd be best in putting your contact information and prices right at the beginning.
Next, the person looking at your site will look for cues of relevancy. Meaning they came onto the site looking for something. So can they quickly find what they're looking for? The details that your visitor are looking for are rarely in the home page: so the site needs to be architected around the way people think. The remaining component of your home page should be optimized for search engines, so you can get ranked higher. Otherwise it won't matter how pretty your site is, it doesn't matter if it won't get seen. I mention this last to emphasize that your site should appeal to humans first, robots second. After a visitor passes those two qualifiers - the visual aesthetics and getting the information they need, they will stick around your website to find out what you're about."
"Does that make sense?
>>> listen to his response. Then:
"Now, I've noticed people in your industry, Interior Decorators, tend to have the following a few common problems. Three of which include:
[insert 3 problems here]"
"Do any of these problems relate to you?"
>>>If he says no: "If you could theoretically fix 2 or 3 things that would help your sales, your efficiency, what would you look to fix?"
>>> "Alright John, so here's what we can do":
"- Get more people to your site with the service we mentioned earlier called SEO.
-- Retain those visitors. Convert them into customers, thereby giving you more revenue.
-- And of course, we don't have a problem doing [mention the problems they said they had before with other companies earlier in the script]"
-- Retain those visitors. Convert them into customers, thereby giving you more revenue.
-- And of course, we don't have a problem doing [mention the problems they said they had before with other companies earlier in the script]"
>>> At this point, we're wrapping up - he's seen my portfolio and site, I've heard his history, addressed his needs, the common needs in his industry, and he knows what I do and (partly) how I do it.
>>> "So you want a site that does [this] and [that]. Of course we would make sure to [name the problems they said they had with the other business] and you mentioned the problems you had earlier, which our redesign would with. With all that in mind, the price would come out to $XXXX."
>>>Finish the close. I would ask for 50% of payment before work, 50% after completion.
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That's the end.
I can't seem to find a lot of information about selling website redesign on the forum. It's more about selling web design and mobile sites on this subforum. Hopefully I can get a hand in the right direction.
What if they're not stars? What if they are holes poked in the top of a container so we can breath?
What if they're not stars? What if they are holes poked in the top of a container so we can breath?