Walker Oil Company offers maintenance service for oil heating units and home or business delivery of oil. They have chosen to broaden their customer base by implementing a telemarketing program. The following is an interaction between a Walker Oil Company telemarketer, Jenny, who is using a script, and a prospective customer, Mr. Adams, whom she has contacted. The phone rings . . .
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Mr. Adams: Adams Coffee and Bagel Shop, how may I help you?
Jenny: Hello, may I speak to Mr. Adams?
Mr. Adams: This is Mr. Adams.
Jenny: Hi, Mr. Adams. My name is Jenny Shields and I am calling from Walker’s Oil Service. How are you today?
Mr. Adams: I’m fine, thanks.
Jenny: As you may or may not know, Walker Oil is one of the oldest and best-known oil companies in Massachusetts, with a reputation for high-quality oil, excellent maintenance service, and timely delivery. Mr. Adams, could you tell me if you use oil, gas, or electric heat at your restaurant?
Mr. Adams: We use oil heat.
Jenny: That’s great! While oil burners are fuel-efficient workhorses, they do need regular maintenance to prevent costly fuel bills. Could you please tell me if you have had your burner inspected or cleaned in the past six months?
Mr. Adams: I don’t really recall the last time we had the burner checked. Maybe last year.
Jenny: I would like one of our service people to stop by so that you can take advantage of our free inspection and cleaning. Is Wednesday afternoon at 2:00 p.m. a convenient time for you?
Mr. Adams: You know, I really don’t want to spend time or money on this now.
Jenny: I completely understand, Mr. Adams. Walker Oil is known for delivering efficient and affordable solutions for heating. In addition, you will also save a lot of money each year on your fuel bills with our free annual cleaning and inspection service.
Mr. Adams: My burner seems to be working just fine.
Jenny: Mr. Adams, do you remember how cold it was last winter? Fuel prices skyrocketed and many people had burners that broke down during the coldest weeks of the year. With our free annual inspections, you never have to worry about breakdowns during those fierce cold spells.
Mr. Adams: Okay, well, I suppose I could see you Wednesday.
Jenny: Mr. Adams, this offer will allow you to have peace of mind this winter knowing that you took the time to have your burner inspected and cleaned, thus reducing your overall fuel costs. Plus you get a free oil fill-up when you sign up for our regular oil delivery service. Mr. Adams, I have you down for Wednesday afternoon at 2:00 p.m. We look forward to seeing you on Wednesday. Have a pleasant day.
Especially when you are going through all the steps to start your business, you should detail out your sales and marketing plans as carefully as possible. If sales calls will be an important driver for your business, then you should create suggested call scripts. And you should develop suggested responses to customer objections and hesitations. These might seem like “nitty gritty” details. But they are the kind of details that might make or break a business.
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