Call centers can be a great opportunity for colleges to grow their enrollments affordably. One of the most important elements of a successful call center enrollment campaign is writing the call script.
Writing a call script can be very challenging. The script needs to be functional, conversational and be natural to the Agent using the script.
We recommend all colleges review their script to make sure it covers these areas, regardless if you outsource your call center efforts or not. Writing a script allows the school to step into your prospective student’s shoes and create a number of customer-driven scenarios to help guide the conversation.
An Agent should use the script to help keep them focused and on task. They are not meant to be verbatim, resulting in an awkward and unsuccessful conversation. Training your agents to use a script should be a part of your regular training with your team. Plus, continual training and monitoring should also be apart of your on-going training efforts.
Address Any Points of Resistance Before Moving On
One of the keys to writing your script is to address any points of resistance the prospective student might have. The agent needs to have the tools and language to address these fears or issues and overcome them.
Here are the three primary fears the perspective student has on the call:
- What does this agent want from me? [Introduction]
- What if I make a bad decision and regret it? [Pre-commitment insecurity]
- What have I done? I regret my decision. [Buyers remorse]
Here are the steps to writing a great script:
The agent needs to quickly address the purpose of the call to overcome the prospective student’s fear, “what does this agent want from me”. This is handled by writing a stellar introduction.
The introduction needs to include:
- Who you are
- The college you represent
- How you acquired their information
- Follow up with the purpose of the call
- Thank them for their time
Here is a suggestion on how to start the conversation, “Good afternoon, I need to speak with Amanda, please. [This is Amanda] Hi Amanda, how are you? [I’m great, thanks for asking.] This is Eli from Baymore College. The reason I am calling you is because your name came across my desk as someone who is interested in pursuing a degree. I see that you are interested in pursuing a degree in business administration. Is that correct?”
[caller says, yes it is]
“I want to see how I can help you with that. How does that sound?”
“Great, Amanda let me schedule an appointment with Baylore College. This way you can visit the college and meet with an Admission Representative. I’m sure you have lots of questions about the career, school, and if the environment is right for you, do you agree?”
This last part is important, it shows the prospective student that fit is important and you’ll only find out if you’re a good fit, if you visit the school. (in other words attend the appointment)
Then close out the script with the appointment specifics. And, reinforce their pain points discussed during the call with them to help increase their likelihood of attending the interview.