How to Write Email and Phone Scripts That Work For You… Not Against You
More credibility… higher close rate… reduced miscommunication…
Geesh… why would you NOT take the time to create some effective email and phone scripts for your speaking business?
Not only is this smart business, but it will help you plan (in advance) exactly how you will handle tricky situations that could mean the difference between a won and lost gig.
So, this raises the question:
Never fear, my friend. That’s our topic for today…
By the time you’re done, you’ll have things dialed in and ready to go the next time you need to pick up the phone or hit ‘send’ on your email.
Scripts That Match the Planner’s Mindset
All conversations are important, but the ones you have BEFORE you’re actually booked deserve some special attention.
Let’s imagine that your potential client has made initial contact. Now, it’s time for you to follow up with them to close the deal.
Remember, meeting planners are VERY busy people. Sometimes they are laser-focused on certain tasks that have absolutely nothing to do with whether or not you are speaking on their stage.
(“What do you mean the venue is closed for renovations after the flood? Where will we have the conference!?!”)
If you happen to send an aggressive email when the planner is in the wrong mindset, it makes you look pushy and annoying.
That’s why you should always consider the seven phases of planning your prospect is going through…
We’ve written before about this in detail, but this is a quick refresher:
- Phase 1 - Quiet Mode: When it’s more than 6 months before the event, it’s not the time to do a hard sell or apply lots of pressure.
- Phase 2 - Strategy Phase: 6 months before the event is a great time to offer assistance and confirm dates on hold.
- Phase 3 - Pre-Planning Mode: When the event is 4-5 months away, increase your pressure and try to get your prospect on a client theme call.
- Phase 4 - Hardcore Planning Mode: When it’s 3-4 months before the event, it’s okay to be more direct and get them to seal the deal.
- Phase 5 - Logistics Phase: If it’s less than 3 months before the event, turn the pressure up and try to secure the gig.
- Phase 6 - Last-Minute Scramble: Less than 30 days before the event, you can try some last-ditch reach-out to win the gig, but back off on the pressure.
- Phase 7 - Post Event Follow-Up: This is a great time to congratulate them on their event and offer gratitude.
Scripts That Sell Without Sounding Salesy
Once you have a prospect ready to schedule a client theme call, it’s time to think about one of the next very important conversations you’ll have… negotiations.
Now, before you start to break out in a cold sweat, remember… this doesn’t have to be a big scary thing. You are just two people who are having an honest conversation about what price will work.
If the fee you want doesn’t match what they can afford, that’s not the end of the world. You can still look for other opportunities to help that client: by either offering a referral (where you may earn a commission) or by booking them another year (when you have a new speech to test or they have a higher budget.)
Just because negotiations fail one time, it doesn’t mean that the relationship isn’t still valuable.
But, let’s assume for a moment that the negotiation is going to work…
Before you even get on the call, think ahead to what fee you would be willing to negotiate down to. Every time you lower your fee, you should remove something of similar value from your Happy Meal in order to justify the new price.
During the call, spend most of your time asking questions and listening to them talk about their audience and event. Towards the end of your time together, suggest a speech that you think would be a good fit and state your full fee.
Andrew Davis
Then wait…
It’s tempting to talk. But resist that urge and let them say something first. Think of it like a game of negotiation chicken. Whoever talks first usually loses… so bite your tongue, sip your coffee, and wait them out.
The conversation might look something like this:
Me: I think my Loyalty Loop speech would be a great fit for your audience. [INSERT COLOR HERE] My fee is $25,000 and this includes everything (travel, books, book signing, promo video, social promotion... the works!)
Them: Oh gosh, that’s more than we were hoping to spend.
Me: No problem. I totally understand. Look, I’d love to be a part of this event. If we remove the promo video, the 6 cases of books, and the book signing, I could lower the rate to $16,500. How does that sound?
Them: Yes! Let’s do it! You're so easy to work with! Thank you!
When you plan out your negotiation in advance, you’ll sound much more confident on the phone.
