image I just got back – 30 minutes ago – from eight days in Chicago.  (Internet Marketing MegaConference, Million Dollar Club, Quantum Club University.)  Last night I saw The Chicago Shakespeare Repertory production of “Twelfth Night,” where my brother is Music Director.  Since it’s been on my mind a lot lately, I was reminded what a good script can do.  Make people laugh at the right time.  Make people cry.  Make people FEEL emotions.  And a good script will do it the same way.  Night after night.  Show after show.  And, in Shakespeare’s case, century after century.

A script is like a business PROCESS.  It reliably produces predictable results…

…which is why I’m amazed at how many agency principals allow their CSR’s to communicate to their clients and prospects without them.  After all, you WANT results and you want them predictably.  You want them to sell prospects.  Cross sell clients.  Generate referrals.  And deliver a “WOW” Experience. 

So why let them do it on the fly?  In fact, many principals don’t even know what their CSR’s say on the phone.  And yet, the CSR is responsible for closing the last step in many marketing campaigns, protecting existing clients…and growing the agency, one call at a time.

EXAMPLE.  We do quite a bit of “mystery shopping” for our CSR Mastery clients.  And – until they get trained – the results are abysmal.  (It’s no wonder many consumers PREFER to shop online – no apathetic people!)  I can’t tell you how many will say, “Here’s the quote.”

Consider how much stronger a line like this is: “I’d be nervous if I had that coverage for my family [business, etc.]  Let me give you a plan that will take better care of you.”  Notice the power words: nervous, take care of you, a “plan.”  With an implied “command” to follow the CSR’s leadership.

Take note of what your CSR’s are saying.  Words matter.  A few samples: 

  • When – not if.
  • Will – not try.
  • Can – not could.
  • Guarantee – not hope.  (E.g., I GUARANTEE this has better protection than your old coverage.)
  • Top of the line – not expensive.
  • Client – not customer.
  • Protection – not insurance.
  • This is what you need to do – not here’s the quote.

Words matter.  CSR’s are NOT trained in this in licensing school.  This is BUSINESS.  And, more important: IT’S YOUR BUSINESS.

I’d love to hear what you have to say about this.  Do YOUR CSR’s have scripts?  Would you like some?

Dominate your marketplace!

Michael