My friend benbro here from WF requested an appointment setting script for getting qualified appointments for SEO/Web Dev.
He contacted me and with his permission I've posted it here to share with the rest of you.
I promise you that if you can follow this script word for word you will get appointments!
This is the same script that I use for my own business, so I know that it works.
Our strategy here should be to qualify their interest, build the value of the appointment and firm them up for a date and time.
We aren't SELLING ANYTHING at this point, we just want to establish value and the urgency of getting this done for them.
Then I'm sure you can work your magic doing it F2F
I'll also include one of my best tactics of getting past the gatekeeper for FREE just for you, brother.
Getting Past the Gatekeeper
Say for instance they have a premium paid listing in a business directory such as yelp.com or yellowpages.com, these guys get invoiced on a monthly basis, right?
So what you do is you target these businesses paying money ALREADY to a paid directory site and you know before you even pick up the phone that:
- They see the value in online marketing
- They have a relationship with a directory that YOU CAN USE to get past the gatekeeper
You don't want to sell to people that don't have any interest in online marketing or SEO, these people in the paid directories obviously do otherwise they wouldn't be paying between $400 and $500 per month to get listed!
Most of which I assume are getting ripped and are dissatisfied.
So before you go into your script with the decision maker you say this to whoever picks up the phone:
'Hello. This is XXXX speaking. I'm looking to speak with the person in charge of your yelp/yellowpages/(whatever they have) listing, please.'
Don't say what company you are from JUST YET.
The gatekeeper will ASSUME you are from one of the paid directories and will happily transfer you to whoever deals with it.. which is almost ALWAYS the business owner!
This is what I've found to be the most reliable way of getting in touch with otherwise impossible to reach business owners, even premium leads such as doctors and dentists, lawyers and accountants!
So now you are on the phone with the business owner you can go into your script:
Appointment Setting Script
'Hi, this is XXXX calling from YYYY, we're an Internet Marketing company based in ZZZZ.
Am I speaking with the business owner?
Great. The reason for my call is that we've been recently been working with businesses in the XXXX industry to help them get more leads and sales through the internet.
I thought I'd let you know because I noticed that you have a paid listing with (YELP/YP/ETC), so I'd like to find out, if you don't mind:
How is your paid listing performing?
Do you have a website?
Does that bring in customers?
Would you like more of them?
Okay, that's great. And if I could show you a better way of getting more higher paying customers would you be open to looking at it?
Fantastic, thanks a lot for that.
So you know how people search online these days for XXXX industry in YYY area?
We are the people that get you found online, and with 88% of people searching Google before they buy, you gotta be found online right?
Based on what you've told me about how your listing is performing I believe that we can help your business get more of the RIGHT kind of customers calling your business, because some people pay more than others, right?
I'd like to show you exactly HOW we can get you those people calling your business, usually I offer these 30 minute consultations for hundreds of dollars, but since I'm going to be in your area this week anyway I can drop by on my way back from another appointment.
Worst case scenario is that you will be left with some very valuable information that will educate you that you can use to better your own situation, although 70% of the people that we see go ahead in the first meeting.
I'd also like to point out that NOTHING WILL BE SOLD TO YOU on the day of the appointment, and if you find that you aren't ready to go ahead with anything I'll just leave my business card with you and you can get back to us when you're ready.
Does that sound fair?
So will the start or the end of this week suit you better for our appointment?
So was that monday/tuesday, thursday/friday?
Are you more of a morning or an afternoon person to reach?
So we can both pencil in our diaries: (10 am on Thursday? 2pm on Monday?)
Wrapping up the call
MAKE SURE YOU CONFIRM THE FOLLOWING
- Prospect's name: 'May I confirm who I am speaking to?'
- Business Address
- Cellphone number
- Send them an EMAIL after the call with your link, company profile, appointment date and time.
- Remember to give them a courtesy call before the appointment. Double check that they are in the office before leaving!
Why this Works!
I'd like to quickly summarize the psychology behind why this works, because it is deceptively simple and straightforward.
To start off it's important to remember that TELLING IS NOT SELLING, and that it's only by asking questions that we truly communicate anything.
We want the focus on THEM, their business. Not what we do, 20% talking 80% listening keeps you IN CONTROL of the conversation and stops the conversation from going into irrelevant territory which leads to resistance, disinterest and objections.
The more you TALK the more you come across as a salesperson.
You want to be viewed and positioned as a consultant and you can only do this by asking questions.
To begin the script we do not want to sell, we want to quickly 'pay off', our introduction by showing what we can do FOR THEM with some added social proof of what we've been able to accomplish for others.
Next we go in and probe around their needs, we ask about how their listing is going, we ask about their website. We start building rapport whilst controlling the conversation.
Then we ask our qualifying question to make sure we are dealing with a qualified prospect:
'And if I could show you a better way of getting more higher paying customers would you be open to looking at it?'
Once they say YES then we can keep going.
If they say NO at this point we politely thank them for their time and keep dialling.
The next few questions starts building up the 'compliance momentum', pushing them into an agreeable frame of saying 'Yes. Yes. Yes.' which makes it psychologically difficult to say NO when we ask for the appointment.
We also describe more about our product with extra facts and point out it will involve being on Google, moving the conversation from something very general such as advertising into something SPECIFIC such as SEO.
Note we do not talk about the PRODUCT on the phone. We do not mention PRICE on the phone.
All of these things need to be addressed F2F. Bringing either of those things up will kill the opportunity.
Finally we clinch the appointment by demonstrating VALUE, the appointment is worth hundreds of dollars, you are showing scarcity and urgency of meeting with you THIS WEEK by squeezing them in after a meeting with another prospect.
You show more value and social proof: this is going to be about LEARNING and EDUCATION and the best part is that most people take us up on our offer on the day!
Then you relieve some of the tension slightly by saying that you aren't there to sell them anything, this makes it easier to say yes to.
Finally we firm up the appointment, ask them several alternate closes between to alternatives to funnel a decision. Don't let them escape now!
Once we have the appt booked we then go thru out checklist which I've provided to you, thank them for their time and move on to the next lead!
Use my script for the first 200 to 300 calls word for word and you will have a pipeline ready to EXPLODE!
I wrote this to fit around my style and you should edit it to fit yours. Aslong as you are following the proper wording and syntax you will get the same results!