Script Adherence for Selling
What is Script Adherence for Selling?
Script adherence for Sales refers to the behavior of a call center sales agent following a text or prescribed interaction approach with a calling or called party. Scripts have the advantage of codifying proven conversation approaches. By following a script, a sales agent delivers to the prospect the benefit of a consistently good experience. It also enables testing of different versions of a script to determine which is most effective. Skillful agents can read or use the script in a way that prospects find naturally conversational.
Call Center Data for Calculating ROI of Script Adherence in Selling
Calculate the additional margin contribution attributable to the increase in sales volume. Subtract out the cost of the good or service from each additional sale. People costs should not vary since you make the additional sales with the same staff. (Exception: You pay a commission, then reduce the margin contribution by the commission amount.)
Upsell scenario: Calculate the additional profit contribution attributable to the increase in gross margin per transaction. Scripting ‘upsell’ offers is a powerful way to increase profit on the existing marketing investment and selling effort you already make.
Negotiation scenario: Calculate the additional profit contribution attributable to more skillful negotiation waterfall. Scripting how you concede price or ask for payments is low-hanging fruit for collections and negotiated sale scenarios.
Lifetime Value (LTV) scenario: Calculate the increase in lifetime value of the relationship by consistently stating certain ‘asks.’ For example, one customer identified that customers on autopay generate a lifetime value five times greater than that of customers invoiced monthly. We began measuring script adherence of the ‘autopay request’ within the interaction. In one month, the percentage of applicable calls increased from 20% to 80%. For another client that relies on yelp reviews as a vital source of social proof, we began measuring the presence of a ‘leave yelp review request’ at the end of interactions with happy customers.
Investment per lead scenario: For companies that are competing for online leads, consider the increase in what you can spend per lead due to improved deal profitability. More profitable sales mean you can profitably afford to spend more per lead. Spending more per lead means you win more clicks and thus increase sales growth. By inference, you also deny sales opportunities to your competition, thus increasing your market share.