Beyond the Words, Delivery of Scripts Article originally from December 15th, 2017 FPC Newsletter
Written by Mary Guirovich
Beyond the Words, Delivery of Scripts
Recently I have had the pleasure of working with a few different clinics on their office scripts. Here’s what I can tell you with certainty: 1) A bad script will never be good when followed 2) A script is no good if its never used 3) Delivery makes all the difference.
Number 1 and 2 seem like no-brainers, and they are. With that being said let me say this. FPC gives you proven scripts. If you have changed the scripts and are getting less than optimal results, then go back to the original FPC script. We want you to “steal” our qualifying, confirmation, introduction, bathroom break, signing guest up at the talk, etc. scripts. Enough said.
Now onto number 3. Scripting comes alive in the delivery of the script. You’ve heard the cliches about smiling on the phone, and I can’t deny that’s a huge part of it. But its just part of it. For a script to be effective, you first must understand the purpose of the script and the desired outcome. For example, the purpose of the qualifying call is to ensure people with health concerns are filling the seats at your presentation. The desired outcome is a prospect that needs your help attends the talk. And follows a few fundamental rules showing up on time to the right location, bring their spouse/significant other, and not expecting to be fed upon arrival.
When we start to understand the purpose and the outcome we can begin to have a conversation in which we focus less on the words and more on the prospect/ client.
Let’s look deeper into the qualifying call script.
Remove questions that will not disqualify someone from attending the talk. This means you should have two basic questions to qualify.
1. Have you been to (insert your practitioner’s name) presentation before?
2a. What is your biggest health concern? (Stress, Hormones, and Health)
2b. Do you have type one or type two diabetes? (Diabetes Talk)
2c. Are you experiencing symptoms of menopause?(Menopause Talk)
2d. Are you on thyroid medication or have you been diagnosed with a thyroid condition? (Thyroid)
Express empathy and excitement when they are sharing their concerns. Empathy for the concern and excitement about the talk. Once you ask the two fundamental questions, you should be able to determine if the prospect is qualified. If they give you an answer that leaves you questioning if they have a health concern that qualifies them you can ask a follow-up. A couple of examples are:
1. How is (health concern) affecting your daily life?
2. How much weight are you looking to lose?
Another way to have clients open up is to “mirror” the client. Simply put repeat the health concern, “forgetful? ” This will naturally encourage the prospect to open up.
Once we have determined that there is a health concern we can move into asking the spouse to attended. The easiest way to do this is to determine if there is a spouse or significant other. Ask clearly ” Do you have a spouse or significant other?” when the answer is “Yes” you can now excitedly invite them on behalf of the practitioner. If the answer is “No” you can express that their reservation entitles them to bring a guest. “The dinner presentation is a great evening to share with a friend or family member. Who would you like to share the evening with?”
Make them feel special! Don’t qualify the guest or suggest that they bring someone with similar health concerns. Obtain the guest name only. You can get the phone number and email at the sign in table at the talk. Keep it personable and fun. Be genuinely excited for them to attend.
Here are some examples:
“I’m so excited that you are able to attend, you will truly enjoy learning for Dr. Webb, many say its life changing.” “ I’ll be working the sign in table at the talk, I can’t wait to meet you in person.”
“I promise this will be a great investment of your time. Dr. Webb is a passionate speaker that will uncover truths you have likely never heard.”
“I’m happy you called today and secured one of the last seats, I know you will enjoy hearing Dr. Webb.”
The rest of the call is where the excitement comes in. Use your unique personality and the details of the evening to build excitement and exclusivity. Just remember that what is exciting to you may not be appealing to all of your guests. Leave out terms like gluten-free, vegan, carb-free, etc.
Use the Qualifying Call Cheat Sheet to record each lead. The call needs to flow naturally and shouldn’t sound robotic. Likely you will not gather and give information each time in the exact order of the script, and that’s ok.
1. Look at your current script and make updates to qualifying questions as needed.
2. Print out the Qualifying Call Cheatsheet
3. Role-play at the next team training meeting. Focus on listening to what the prospect is saying on the call not interrogating for a health concern. Ensure team members are smiling and using good posture as it comes across on the call.