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Inside Sales: Why good call guides are built on storytelling

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

This is where a lot of sales development reps get it wrong.

Intuitively, fast, upfront and to-the-point seem 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 call guide into sections can help you diagnose problems

, Inside Sales: Why good call guides are built on storytelling

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

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

Know when to flip (and rip up) the script

, Inside Sales: Why good call guides are built on storytelling

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

, Inside Sales: Why good call guides are built on storytelling

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.”

, Inside Sales: Why good call guides are built on storytelling

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

Build call guides and 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 a sequence is the mother of perfect timing.

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