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• Account Profiling
• Account Discovery
• Scripting
• Progam Design
• Program Strategy
• Process Improvement
• Consulting

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Messaging Design

The scripting or messaging design requirements of a telephone-based sales intelligence program are markedly different from other marketing communications projects.  Primary Point’s highly specialized program design is achieved in two phases. 

The first phase will occur prior to outbound calling and will involve 30 to 50 hours working with your marketing and sales materials and other relevant collateral (third-party literature and research, white papers, internal strategy papers, expert interviews, etc.) to develop scripting. 

Working with our client, PPI will develop successive versions until the scripting is considered optimized.  (The degree of client involvement is variable, depending on client preferences.)  Final scripting is approved by you.

Scripting will be developed for voice-mail messaging, company introduction, solution overview, and questions designed to engage decision-maker.  The scripting will be:

• Highly-structured.
• Custom-designed.
• Approved by you.

It will be designed to:

• Interest the decision-maker.
• Make the decision-maker aware of the service\ solution’s critical differentiators.
• Gather necessary data to understand the opportunity (or lack thereof).
• Identify gaps in capabilities, business pain, hot button issues, systems\ solutions in place, decision-making process, and so on. 
• Go to market with extremely fine tuned and honed scripting.

Phase II 

The second design phase involves making your scripting even more effective by fine-tuning it during the first one to two weeks of outbound calling.  The purpose of this process is to further optimize the messaging based on results and feedback from decision-makers. 

Changes may be made daily and it is not unusual for an additional 20+ versions of the scripting before the design process is considered optimized - by Primary Point’s standards.  Primary Point’s management team completes this phase, bringing very high level resources to bear on the success of your project. 

 

Design Feedback

The need for Phase II design is evidenced by the types of feedback that may occur during the test phase, as follows:

• Lack of clear understanding on an issue or question.
• Hot button issues that require more attention.
• Reordering the questions.
• Introducing a new question.
• More effective verbiage - words that create interest.
• Improved introduction to enhance comprehension, interest, and follow through.  Different intros are used to find the best one.
• Incorporate industry or technical terms used by contacts.
• Improve referral language - if we are not being referred to best points of contact.
• Identify additional titles and functional roles who are involved as decision-makers or purchase influencers.
• Make this the most interesting conversation the contact will have today.

 

Involvement of Senior Management on Pilot Programs

While Primary Point callers will outmatch any competitors, the program design process requires such specialized expertise that it can only be performed by Primary Point senior management.  Since most campaigns are repeatable; once the design process is completed during the first program, subsequent programs are executed by PPI’s highly skilled staff.