• [00:00:00] Intro jingle
• [00:01:11] The phone script, a framework
• [00:01:35] Phone script, conversation guide
• [00:01:51] Importance of qualified appointments
• [00:01:59] Difference between lead and appointment
• [00:02:34] Qualified lead with need
• [00:02:44] BANT method explained
• [00:03:07] Types of appointments
• [00:03:34] Call objective
• [00:03:44] Script structure
• [00:04:10] Script preparation
• [00:05:41] Required script skills
• [00:06:55] Possible strategic approaches
• [00:07:08] Key skills and attitudes
• [00:08:28] The concept of real truths
• [00:09:16] Shared observation
• [00:09:30] Shared real truth
• [00:09:32] Engaging formulations
• [00:10:18] Example hooks
• [00:10:22] Engaging questions
• [00:11:08] Value transition phrases
• [00:11:45] Getting an appointment
• [00:12:17] Reassuring phrases
• [00:12:55] Attitude to adopt
• [00:14:17] The junior without chat
• [00:14:41] AI and ChatGPT
• [00:15:15] Key skills summary
• [00:16:18] Adapting to the interlocutor
• [00:16:36] The question that hits home
• [00:16:57] Controlled improvisation
• [00:17:03] Focus on qualified appointment
• [00:17:07] Conclusion
• [00:17:43] Client series announcement

Stéphane Depaepe: [00:00:13] Hello and welcome to another episode of the "Performance, Harmony & Commercial" podcast, produced by PHCom in the "transforma bxl" studio in Brussels with technical support from "The Podcast Factory Org".

Nadia Ben Jelloun: [00:00:23] The "Performance, Harmonie é Commercial" podcast is aimed at marketing and sales managers as well as company executives with commercial responsibilities.

Stéphane Depaepe: [00:00:32] Every month, we share our best practices in finding new customers for business-to-business companies.

Nadia Ben Jelloun: [00:00:38] You can find each episode on the PHCom point be website: P.H.C.O.M, and also on all good podcast platforms.

Stéphane Depaepe: [00:00:48] You can support this podcast and promote its visibility by sharing it with as many people as possible via a like, comment or share.

Nadia Ben Jelloun: [00:00:55] The answering machine is always open so that you can leave us a message, which we'll be delighted to answer.

Stéphane Depaepe: [00:01:00] You can also book an appointment directly with Nadia or Stéphane on PHCom dot be.

Nadia Ben Jelloun: [00:01:06] See you soon.

Stéphane Depaepe: [00:01:07] Hello, Madame Harmonie.

Camille de Meeûs: [00:01:08] Hello Stéphane, or Monsieur Performance, the choice is yours.

Stéphane Depaepe: [00:01:11] Go for one or the other. So we've already talked about motivation, punchy intro, storytelling and segmentation, and now it's time to get down to it. Today we're talking about the script, the real one, the one that lands the appointment, the script that hits the nail on the head. In any case, that's the subject we're going to concentrate on, since a good script should also help to sell. But here, first and foremost, let's look at how to set up a meeting.

Camille de Meeûs: [00:01:35] Let's face it, the telephone script is a formidable weapon, or sometimes a ridiculous one, depending on how you use it. Too often, we think it's just a text to read, when in reality it's a real conversation guide, a support or even a framework.

Stéphane Depaepe: [00:01:51] An executive who makes money. Because without qualified appointments, there's no business. And by the way, what is a qualified appointment?

Camille de Meeûs: [00:01:59] Excellent start. This also means differentiating it from a lead. A lead is a lead, a name, a number, a company, sometimes just a click on a page. These are known as Marketing Qualified Leads or MQLs. A qualified appointment is a whole other level: it's the right person, in the right company, with a sufficient level of interest to have a serious discussion. Insofar as this is what is expected, a qualified appointment can very well be defined as simply meeting the right person in the right company, regardless of whether they have a need or not.

Stéphane Depaepe: [00:02:34] Exactly. And if he has a need, then we'll talk about Sales Qualified Leads or SQL. We've identified the right contact, we know he has a need, right here, right now.

Camille de Meeûs: [00:02:44] And for the more rigorous, we even talk about BANT, which stands for Budget, Authority, Need and Timing. He's got a budget, he's got the authority to sign, he's the one who decides, and he's got a need, so now's really the right time, so all the boxes are ticked. But don't get your hopes up: not all appointments are BANT on the first call.

Stéphane Depaepe: [00:03:07] That's right! Now, a good meeting can be a presentation meeting, a challenge meeting or a competition meeting. In fact, the most important thing is to know what you're aiming for, before writing the script. We've already talked about this in previous episodes: an introductory appointment can be a qualified appointment insofar as it's an appointment with the right person, in the right company, and there's simply no need for it at the moment. On the other hand, it's very important to be able to position yourself. In this context, it's also a qualified appointment.

Camille de Meeûs: [00:03:34] And that's where it starts. What do I want to say at the end of this call? An exploratory appointment, an introduction to our service, or just permission to call back later?

Stéphane Depaepe: [00:03:44] So, the first rule is that a script begins with its objective. Then we'll unfold the classics: a good introduction to capture attention and arouse interest. A good exploratory phase to check the suitability of the company and the contact person. A good proposal that will bridge the gap between their reality and our solution. And we end with a good deed: fixing the appointment and agreeing on a next step.

Camille de Meeûs: [00:04:10] Yes, but be careful, you can't build something like that on a corner of a table, you really need to prepare it in advance.

Stéphane Depaepe: [00:04:15] Yes, yes, yes, yes. It starts with knowing your offer, its maturity, its life cycle, its market and its competitors. In fact, in our experience, to build a good script, you need to take 7 things into account. First, the product or service: is it complex, simple, well-known or not? Secondly, the life cycle: is it a product in launch, growth, maturity or decline? Third, the company: is it well known? Is it famous? Fourth, the profile of the target company: is it a small business? An SME? A big company? A government? Fifth, the people we're going to talk to: who are we going to talk to? You don't talk the same way to a finance manager, a marketing manager or an IT manager. Same thing if it's a manager, or rather a project manager, or a boss. So, as we said before, the goal, the actions to be taken, that remains the key element, bearing in mind that, in a telephone script, it's first and foremost about establishing the beginning of a relationship. This means that the person who is going to implement it also has a role to play: is it a junior, a senior, a technical salesperson, someone with a chatty personality? Does it master the product? Is he used to the area? These are the 7 things you really need to consider before you start writing a script.

Camille de Meeûs: [00:05:41] All right, there are 7 points, I hear you. And of course I've heard all the previous episodes of the podcast: how to make a good introduction, how to ask the right questions, storytelling, all that, all that... But at this stage, all this still doesn't tell me how I'm going to build my script in concrete terms?

Stéphane Depaepe: [00:05:57] Well, I may surprise you, but I'd tend to say "Let it infuse", in other words: let yourself be carried away by all the information you've gathered from a good briefing, when you've asked all the questions related to the product and the market. On peut aussi aller creuser, faire une analyse SWOT (Strengths, Weaknesses, Opportunities & Threats). What are the strengths we want to highlight? What weaknesses should you be prepared to defend? What opportunities are there for discussion? What are the potential threats and objections to anticipate? We can also carry out a PORTER analysis, to analyze the competitive environment and validate whether the company is indeed attractive and whether there are many competitors. Are there any new entrants? Are there any alternative products or solutions? What negotiating power do you have with suppliers and customers? In fact, all this can give us three approaches. Do I have a strategy of cost domination, a strategy of differentiation, or a strategy of focusing on a single niche?

Camille de Meeûs: [00:06:55] Ok, so all that will give you a good brew, fine, but you're going to make a script that's not going to be the same as mine, if I do, we're different. Are there any skills you need to build "the right script"? Is there a right way to do it?

Stéphane Depaepe: [00:07:08] Two elements: skills, a little experience, but also techniques. The second element is attitude, which can also be translated into technique.

Camille de Meeûs: [00:07:16] Let's start with skills. What do you have in mind?

Stéphane Depaepe: [00:07:19] So I see four necessary skills. First and foremost, we need to understand our customers: we need to know the industry, the challenges they face and the vocabulary they use. This obviously means asking the right questions, but first of all, you need to know which question to ask. So the second element is to be very synthetic, very clear, know how to get to the point, with clear, short, concise, impactful messages, so choose the right words, and structure your call well. With a short narrative, a good introduction, a good exploration, a good proposal and a projection of action. The third element is: sales listening, i.e. anticipating objections, formulating the right open-ended questions, planning variants according to the prospect's reaction, the different scenarios. And the fourth skill to always build a script well is to have a sense of persuasion, which can be integrated into the script. This means, for example, mobilizing evidence, concrete results and references. In fact, that's what I call true truths.

Camille de Meeûs: [00:08:28] True truths, that's a pleonasm, isn't it? What does it mean?

Stéphane Depaepe: [00:08:31] So the real truths are the ones we can all agree on. An example of a general truism: a proverb, "A bird in the hand is worth two in the bush", "A jug in the water goes so far as to break". So, real truth is also statistics: "Yes, there are over 11 million inhabitants in Belgium, aren't there? And did you know that over 60% of all websites are actually in Flanders?". Another true truth: "Ben, you're obliged to charge VAT" laws, or scientific laws, action-reaction: "Any body immersed in a liquid is... Three little dots", you see, logic is really about being able to say "It's like...blah blah blah". In fact, we have an article on the subject on our website, where we list the 10 true truths that are directly applicable.

Camille de Meeûs: [00:09:16] Okay, so I realize that you really have to have a good general culture and find the truths that can be shared. In fact, we have to match the values we hold with those held by the other person.

Stéphane Depaepe: [00:09:26] That's right, we're also talking about a shared observation. In any case, we agree on the subject, don't we?

Camille de Meeûs: [00:09:30] So we've just shared a true truth?

Stéphane Depaepe: [00:09:32] And yes! Another trick is to use engaging, profit-oriented wording!

Camille de Meeûs: [00:09:38] Do you have any examples?

Stéphane Depaepe: [00:09:39] So we can distinguish different cases depending on the time of the interview. Example: you want to make a good, profit-oriented teaser, what's the objective? It's about capturing attention from the very first seconds. Example: "I'm calling with a concrete idea for reducing your mobile costs, starting this quarter, without changing operator". Another idea: "I'm coming to you because we've just helped a company like yours regain 20% margin on its dormant stock. Can it be a topic?". Another idea: "You probably already manage your fleet very well, but I think you could save time and peace of mind". Or "In two minutes, I'll tell you if it's worth it for you, and if it's not, I'll hang up, okay?"

Camille de Meeûs: [00:10:18] Ok for the intro, but do you also have examples of questions that are more engaging?

Stéphane Depaepe: [00:10:22] Oh yes, there are plenty of them. The aim is always to have a dialogue, not a monologue. So when you ask questions, for example, we can go on a bit with different subjects: "When was the last time you reviewed your mobile stock management system" or "How long does it take you today to do a complete cost report? And if you could eliminate one administrative irritant this month, what would it be?". Or the question I actually love: "What's important to you about this?" you always get a lot of information, and the person you're talking to projects himself, and is with you.

Camille de Meeûs: [00:10:56] Yes, and there are also winning formulations once you've understood what will interest him. This is exactly the moment when we make the link between the prospect's situation and your solution.

Stéphane Depaepe: [00:11:08] This is what I call value transition sentences. And I like to use CSAQ, C.S.A.Q. This means that you actually have characteristics that mean that it brings an advantage to the person you're talking to, and you end with a validation question. Example: "At PHCom we have senior market developers, which means: they can quickly understand your reality and that of your prospects. The advantage is that the discussion is directly much more open with the prospect, and that's what you're interested in, isn't it?", you see? CSAQ: a Feature, Means, Advantage is, and a final Question to validate.

Camille de Meeûs: [00:11:45] And, at the end of the interview, how do you go about getting an appointment without being overly oppressive? Should I always use engaging wording?

Stéphane Depaepe: [00:11:54] Example: "Let's set aside fifteen minutes this week so we can see if it's worth it for you...". "I propose a short exchange. If it's relevant, we move forward, if not, we leave it at that". "It doesn't commit you to anything, just to getting to know each other, or you'll simply have a clear vision of what you can improve. And would Tuesday or Thursday suit you for a first exchange? Without obligation, of course!

Camille de Meeûs: [00:12:17] There are also phrases that can be used systematically. I know a few people who have their own habits...

Stéphane Depaepe: [00:12:23] And yes, little phrases that reassure and engage. Generally speaking, the aim is to lower defenses and make dialogue more fluid. So avoid jargon, avoid "blah blah blah", just give the figures, the concrete. Example of the style: "You decide whether it speaks to you or not. I'll let you be the judge, I'll show you, you see if it's useful, I'm not selling anything over the phone, I'm just offering a bit of light". As a reminder, at this point we're at a point where we need to come to a joint decision to take things further.

Camille de Meeûs: [00:12:55] Another thing about engaging formulas: there are always phrases that the salesperson uses and doesn't even realize it anymore. Example: "Just a little rendezvous, eh? It doesn't commit you to anything", and that's a flop, because it's a reheated phrase, all served up in the same way. The salesperson is no longer even aware that he or she is using them, it's becoming an ugly automatism. In short, it's all about techniques, but it's also, and above all, about the caller's attitude. Can't we put this in the script?

Stéphane Depaepe: [00:13:20] Yes, you can! We can even integrate attitudes into the script, or at least drastically orient the speech around three key elements of attitude in fact. First element, empathy: this means focusing on the customer, avoiding a script about your company or your solution, but put yourself in the prospect's shoes. What's in it for him to listen to me for 30 seconds? If you think about it, you can build that into the script. The second element is honesty and naturalness: avoid empty marketing phrases, avoid false promises, use language that is oral, human and credible. Example: "I imagine that, like many facilities managers, you're also looking to make your life easier...", that's human. The third element is simplicity and adaptability: anything you write should be read aloud... And not read in your head. So leave room, too, for controlled improvisation and all the bounces you can get.

Camille de Meeûs: [00:14:17] If I'm a junior, or if I'm not as chatty as you, Mr. Performance, what do I do?

Stéphane Depaepe: [00:14:22] Well, you're doing better. You do better because you prepare yourself, because you structure yourself, because you ask the right questions, because you project yourself. So a good script isn't just talk, it's business intelligence put into words. And I know you're a good saleswoman, so you have time to prepare.

Camille de Meeûs: [00:14:37] Speaking of intelligence, can we talk about AI? Do we use ChatGPT then?

Stéphane Depaepe: [00:14:41] Yeah - Laughs - you feel a little fresher there. So, yes, if you give the AI the right information, it will be able to give you something. As long as you know how to correct it, because if you don't it's going to be pure "stinky sales talk", I can spot them 100 leagues away.

Camille de Meeûs: [00:14:57] Yeah, you do have to be careful. So, to sum up, to write a good script you need to: one, understand your target customer. Two, get to the point. Three: persuasion. Four, anticipate reactions. And, fifth and foremost, write to speak, not to read.

Stéphane Depaepe: [00:15:15] And as we used to say, it takes attitude. The attitude of a customer-centric sales person, i.e. empathetic, honest, adaptable, everything we've just said. No bluster, no bullshit, just sincerity. You can write it in advance, but you'll have to bring it to life for real. Also, a touch of humor might help, but it really depends on the person. If you write a script with a sense of humor and the person using it doesn't buy it, you've lost the plot. Let's say I sell cell phones to businesses - not very sexy, is it?

Camille de Meeûs: [00:15:45] Ah non! And yet, the IT or purchasing manager we call is his or her day-to-day business. On the face of it, this should interest him, but since he receives eight calls a week on the subject, he's fed up too, so we have to do it another way.

Stéphane Depaepe: [00:15:57] Exactly. And so we begin by anticipating the classic objection right from the introduction. "Bonjouurr", well, you've already heard it, it doesn't come across as "Bonjouurr". So, the good morning: "Hello, I know you're very busy on this subject, all the more reason to be direct. We offer a platform that gives you back control over your mobile fleet in just two clicks".

Camille de Meeûs: [00:16:18] And we adapt according to the person we're talking to. For example, an IT manager wants to save time and have an easy integration. For a Facility Manager, he'll be more interested in less worry for users. And for the purchasing manager, what he's looking for is guaranteed savings without a long contract.

Stéphane Depaepe: [00:16:36] So we adapt. And the famous question that hits the nail on the head with a touch of real truth, for example: "According to statistics, the companies with the best telecom rates are those that review them every 18 months on average. Since when have you reviewed your mobile pricing to lower costs?"

Camille de Meeûs: [00:16:51] But even the best script doesn't exist without mastered improvisation.

Stéphane Depaepe: [00:16:57] In other words, the caller must be able to bounce back, listen and adjust his or her speech, while staying on course.

Camille de Meeûs: [00:17:03] And what is this cape? Well, it's a qualified appointment. That's always the primary objective.

Stéphane Depaepe: [00:17:07] So let's summarize: a script is a good structure, not a prison. It must be written to speak to the other person, not to please oneself. It has to be tested, adjusted and experienced.

Camille de Meeûs: [00:17:21] Above all, it must be incarnate. Because you're the voice of your company, and it's your humanity more than your phrases that make people want to listen to you.

Stéphane Depaepe: [00:17:30] And in the next episode, we'll be talking about how to make the right arguments, because that's where it all comes down to making the link between their needs and your solution.

Camille de Meeûs: [00:17:39] With tact, attentiveness and a hint of performance.

Stéphane Depaepe: [00:17:42] And lots of harmony.

Michel Godart: [00:17:43] Stéphane, Camille, while we're on the subject of voice, entrepreneurship and enterprise, we've got some good news for listeners. In these podcasts, we've added a new series. With what? With the voice of our customers, PHCom's customers, who will share their experiences, their stories, their expertise, their failures and their successes above all, to give you and inspire you with even more sales and marketing tips. So, do us a favor, go to PHCom's YouTube channel too, make a like, a share, comment. And then you'll see that on the YouTube channel, on the videos, you have a little wheel that lets you activate subtitles, and soon - we've already started for one or two episodes - we'll be adding subtitles first in Dutch. Since our articles, even if the podcast is spoken in French, are submitted with a transcript in Dutch, English and French. Well, you'll find that in the video's subtitles. And we'll be adding Spanish and German, I think, Stéphane. See you all very soon, and then subscribe to the podcast, thanks for listening!