In 60 Seconds
- •Marketing brings the horse to water. Operations makes it drink. If your team treats every lead the same, you will lose deals.
- •Urgent Playbook: Focus on SPEED and EMPATHY. 'Where does it hurt? We can be there in 45 mins.'
- •Comparison Playbook: Focus on DIFFERENTIATION and PROOF. 'Here is why we are safer/better than the other quote you got.'
- •Timing Playbook: Focus on SCHEDULING and REMINDING. 'Let's lock in that slot before the rush.'
- •Replacement Playbook: Focus on FINANCING and ROI. 'It costs $X/mo, but saves $Y/mo.'
You have mapped the moments. You have built the pages. The phone is ringing.
Now, what does your team say?
If your dispatcher uses the same script for a "Burst Pipe" (Urgent) as they do for a "Bathroom Remodel Quote" (Replacement), you will burn the lead.
The psychology is different. The script must be different.
Playbook 1: The Urgent Moment (The "EMT" Approach)
Trigger: "Water heater exploded", "Lockout", "DUI arrest". Customer Emotion: Panic, Fear, Pain. Goal: De-escalate and Dispatch.
The Script Framework:
- Empathize: "Oh no, I am so sorry to hear that. That sounds stressful."
- Validate: "We deal with this every day. You called the right place."
- Command: "I have a technician in your area. I can have him there by 2 PM. Does that work?"
- No Price: Do not quote price yet. They buy safety, not price.
Playbook 2: The Comparison Moment (The "Attorney" Approach)
Trigger: "Quote for new roof", "Invisalign cost". Customer Emotion: Skepticism, Analysis, Fear of being ripped off. Goal: Build Trust and Differentiate.
The Script Framework:
- Acknowledge: "I know you're looking for the best value."
- Differentiate: "Unlike other estimates that might change, ours is a 'Guaranteed Price' with no surprise fees."
- Proof: "Did you see the review from your neighbor Mrs. Smith?"
- The "Hook": "I can't give an exact price over the phone, but our diagnostic is free. When can we assess it?"
Playbook 3: The Timing Moment (The "Planner" Approach)
Trigger: "Spring clean up", "Tax prep". Customer Emotion: Responsibility, Procrastination. Goal: Secure Commitment.
The Script Framework:
- Scarcity: "This is our busiest week of the year."
- Incentive: "If you book for next Tuesday, we can knock off the dispatch fee."
- Confirmation: "I am putting you on the calendar. You will get a text reminder."
Playbook 4: The Replacement Moment (The "Advisor" Approach)
Trigger: "Old unit died", "Upgrade electrical panel". Customer Emotion: Frustration (at cost), Desire for reliability. Goal: Shift focus from Price to Monthly Value.
The Script Framework:
- ROI Focus: "The new unit is 20% more efficient. It pays for itself in 3 years."
- Affordability: "Most people don't pay cash. We have 0% financing for 12 months. It's just $80/month."
- Warranty: "It comes with a 10-year peace of mind guarantee."
Implementation
Print these playbooks. Laminate them. Tape them to the monitor of everyone who answers a phone.
Roleplay them in your Tuesday staff meeting.
- Trainer: "Ring ring! My basement is flooding!"
- Trainee: (Must use Urgent Playbook).
If they default to "Okay, what's your name and address?", they failed.
Verification Checklist
- Scripts Written: Are the actual words written down? (Don't improvise).
- CRM Tagging: Do you tag the lead type in your CRM (e.g., "Lead Source: Urgent")?
- Call Review: Listen to 5 calls this week. Did the tone match the moment?
Common Mistakes
[!WARNING] Price Quoting Too Early In high-ticket Replacement or Urgent moments, quoting a price over the phone is suicide. You cannot build value over the phone. You sell the appointment, not the product.
- Sounding Bored: The customer is panicking. If you sound bored, they feel unheard. Match their energy (calmly).
- Forgetting to Close: In Comparison moments, you must ask for the business. "Are you ready to move forward?"
FAQ
Q: What if I don't know the intent? A: Ask. "Is this an emergency, or are you just planning ahead?" Let them sort themselves into the playbook.
Q: Can AI do this? A: AI Booking agents are getting good at this. They can detect intent and switch scripts instantly. But for high-value calls, humans are still king.
Sources and References
- Harvard Business Review: The Art of the Pitch - Matching sales style to buyer readiness.
- Chris Voss: Never Split the Difference - Empathy and tactical empathy in high-stakes conversations.
Changelog
- 2024-03-28: Initial publication.
Read Next in This Hub:
- Buying Moment Map - Where it starts.
- Prioritizing Buying Moments - Strategy.
Related System:
- Response Protection - Automate the script.