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Lead Nurturing: Why good call scripts are built on storytelling

In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them.

This is where a lot of teleprospecting gets it wrong. Intuitively, fast, upfront and to-the-point seems like a sound approach and I’m a big fan of brevity.

But, I also believe in timing and sequence, as both can make or break conversion.

In this B2B Lead Roundtable Blog post, we’ll break down a call script used for voicemails from a lead nurturing experiment to better understand how positioning your “ask” at the right time can aid your lead nurturing efforts.

Breaking down your script into sections can help you diagnose problems

control-call-script

In the control for this experiment, the voicemail script could be divided into four sections:

  1. An introduction
  2. The company identifier
  3. The follow-up from previous touch point
  4. The “ask”

Know when to flip (and rip up) the script

follow-up-in-call-script

The MECLABS research team hypothesized the follow-up section, or part 3 in the control, was buried too deep in script and should be moved up in the treatment.

new-copy-call-script

The team also included a new sentence that further justified the reason for calling. The copy changes were hypothesized to deliver a prospect-level appeal of letting us “work with your consultant” instead of “doing the work yourself.”

call-script-results

The new treatment script aligned every sentence into a carefully crafted argument that increased conversion 31%.

Build scripts to tell prospects your story

Ultimately, the big takeaway here is people arrange their thoughts in story format.

As a consequence, how you arrange the story in your marketing efforts will make the difference between delivering information of true value, or just another frustrating sales pitch prospects don’t want to hear.

Value craves sequence, for sequence is the mother of perfect timing.

You may also like

Lead Nurturing Tested [See the full Web clinic replay for more on this experiment plus insights on lead nurturing tactics]

Digital Marketing: How to craft a value proposition in 5 simple steps [More from the blogs]

Lead Generation: The power of copy [More from the blogs]

Email Marketing: Do you test your legacy marketing? [More from the blogs]

John Tackett
 

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