Scénarios de démarchage téléphonique pour les personnes réelles
Cold-calling potential customers is a part of just about every sales team’s operations in some capacity or another.
But whether your sales team makes 10 cold calls a year or 100 cold calls a day, it’s important to stay human in the process.
Sales scripts are a great way to stay consistent and organized, but you don’t want to be too scripted either.
So, how do you begin creating a script that works for you and your team – and gets you results?
Not to worry – we’ve put together a couple of templates to help you get started and to empower your team to close those deals. 🤝
Avant de commencer à démarcher des clients potentiels
There are a few things to consider before you actually pick up the phone. By doing a bit of research and narrowing down who you’re actually going to call, you save yourself a ton of time and stress.
If you go into cold calling blindly, you’re going to be reaching out to people who may not be in your target market, leading to lots of hung-up calls and wasted time on your part.
So, first thing’s first: pick who you’re going to call. Consider the target audience for your solution, whether it’s across industries or company size, just try to have a couple of categories in mind to help you narrow your list down.
Ensuite, commencez à trouver les bonnes personnes à qui parler. LinkedIn est une excellente ressource pour cela, car vous pouvez rechercher les bons clients potentiels à partir d'une myriade d'options de recherche.
La recherche est basée sur l'intitulé du poste, le secteur d'activité, les relations mutuelles, la localisation et bien plus encore.
Une fois que vous disposez d'une liste solide de personnes à contacter, faites quelques recherches avant de composer leur numéro.
Essayez de savoir en quoi consiste son rôle, ce que fait l'entreprise elle-même (peut-être avez-vous déjà aidé des entreprises similaires et pouvez-vous utiliser ces points problématiques dans votre conversation) et toute autre information intéressante susceptible de faciliter la fluidité de la conversation.
Now that you have a thoughtful, well-researched list ready to go, it’s time to put together your script!
Appeler dans le froid
Let’s put all of the elements together to create a script.
And remember: because you’ve researched your list before reaching this point, try to work those conversation points into the call.
Tout d'abord, vous devez indiquer clairement votre nom et votre entreprise.
Don’t speak too quickly or in a loud space, as the person on the other end of the line will be annoyed immediately if they can’t tell what you’re saying to them.
Rather than immediately jumping into your pitch, give some space for a couple beats of silence. This allows the person to think about who you are, and possibly give them a chance to exchange a friendly “how are you?”
C'est alors l'occasion de rendre l'appel un peu plus personnel à partir des recherches que vous avez effectuées précédemment. Posez-leur des questions sur leur carrière, leur parcours, etc.
“Am I right that you are responsible for [current responsibility] at [current company]?”
“First off, I saw on LinkedIn that we both know [mutual contact]. We [did something specific together at some point]. How do you know each other?”
“I noticed you went to [university name]. One of my best friends studied there. How did you like your time at [university name]?”
… or mention/ask anything that you feel comfortable with and that makes a connection.
Connect with them on a personal level, and they’ll most likely warm up to the conversation.
Si vous sentez qu'il commence à s'ouvrir, poursuivez la conversation et ajoutez une question complémentaire.
But don’t dwell too much – il faut aller à l'essentiel !
Either give them the opportunity to ask the inevitable, “why are you calling me?” Or, casually jump into, “the reason I’m calling…”
Veillez à commencer par votre expérience avec d'anciennes entreprises dont les problèmes sont similaires aux vôtres. Positionnez votre entreprise et vous-même de manière à montrer que vous comprenez les défis auxquels l'entreprise est confrontée.
Example: “I currently work with business development managers in small to medium-sized marketing agencies. My customers are usually looking to minimize the time they need to spend on billing and invoicing clients. Does that sound like something you also face?”
Grâce à vos recherches antérieures, they should respond with a resounding, “yes.”
Au lieu de poursuivre votre présentation, demandez-leur de vous en dire plus. Vous aurez ainsi l'occasion d'entendre parler de leurs problèmes et d'expliquer pourquoi votre solution est la mieux adaptée.
À ce stade, la conversation doit être fluide. Listen to them, and don’t be too pushy in your pitch. It’s all about them and helping them find the solution they need.
Depending on how much time they have to continue the conversation, it’s probably best that you offer a time for a follow-up call or meeting to discuss everything in more detail.
Il suffit de leur demander leur meilleure disponibilité et de coordonner les étapes suivantes. And if you promise to send them additional information ahead of your next conversation – do that as soon as you hang up the call!
Great, so you have your cold call ready to go – but what if they don’t answer their phone?
Laisser un message vocal
Fortunately, we’ve also created a quick and simple script below for leaving a voicemail that hits all of the key points in a short amount of time.
Bonjour [leur nom], c'est [votre nom] de [votre entreprise].
Je travaille actuellement avec [rôles similaires] dans [type d'entreprise/industrie]. Mes clients cherchent généralement à résoudre [le problème qui serait résolu par votre solution].
I wanted to see if it would potentially be a good fit for you. I’d love to have a quick conversation with you to discuss a bit further.
Vous pouvez me joindre au [votre numéro].
Encore une fois, je suis [votre nom] de [votre entreprise] et vous pouvez me joindre au [votre numéro].
Merci, [leur nom].
It’s important to give them all of the necessary information upfront so that they have a clear understanding of who you are and how you can help them.
However, after a couple of days with no response, it’s time to consider following up.
Suivi des appels
When it comes to following up after you haven’t received a response from someone, it’s important to find the fine line between being tenacious and being pushy.
If you’ve called a few times with no response, it’s time to move on. There’s nothing more annoying than someone calling over and over again when it’s not something you’re interested in.
And let’s be honest: there are many people out there who won’t bother to give you a flat-out “no,” so it’s important to know when to take the hint. 🤷♀️
Alternatively, cold emailing is a great way to reach out to potential customers as well (or a great way to follow up once you’ve left a voicemail).
This is something we touched on in this article about follow-up email templates. Check it out for more templates that you can use to close more deals. 🚀
These cold-calling scripts are designed to help your sales team be more uniform and efficient, without losing your human touch – but there are many ways you can tweak and adapt these scripts to fit the needs of your team specifically.
In the end, it’s about connecting the right people and companies to your product or solution. 💛
Votre entreprise utilise-t-elle un script de vente ? Quels sont, selon vous, les éléments qu'il est essentiel d'y inclure ? Faites-le nous savoir dans les commentaires !
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