Sales scripts have been a mainstay for as long as people have been hocking goods on street corners and from wooden carts. Why do they still work today? Because human nature never changes.
Essentially, a sales script helps guide the presentation so it hits the right pain points for the audience. The script ensures that you target the message. It keeps the presentation simple and to the point, so you maximize your time with a prospect.
Breaking Down a Sales Script
The first thing a sales script should include is an action item. This item can either gather intelligence on a prospect or it can lead to a face-to-face meeting with the prospect.
For example, if you’re talking to a prospect about payment processors, you might approach it this way:
“John, I know you’re using XYZ payment processor. I also know that we can beat your processor’s capability and cost. What I’d like to do is get together next Tuesday and talk about it.”
Essentially, the action here is forward moving, soliciting an appointment, and hitting the prospect’s pain points with regard to features and cost.
Lately, there’s been a trend in sales script how-to’s that focuses on asking the prospect about their business. This question doesn’t convey a genuine interest, and it merely serves to turn the prospect off. In truth, most prospects see right through this strategy.
A better strategy involves conveying to the prospects that you have their best interests at heart.
As you’re developing a sales script for your team, or tweaking your own, it’s best to avoid certain practices that inevitably kill the sale. Here are just a few:
- Referring to price.
- Talking about money.
- Using commitment words, for example “contract.”
Revamping a Dry Sales Script
Even with the best sales script, there may come a time when your salespeople hit a dry spell or the script just isn’t getting the results it used to. Here are a few strategies for breathing new life into the script:
- Listen in on sales calls. Identify the energy and mood in sales calls that works, and those that don’t. For example, if results dip toward the end of the month, it could mean that your salespeople are conveying desperation, in the attempt to meet sales goals. However, at the beginning of the month, when the pressure’s off, they get better results.
- Get creative. Help salespeople overcome end-of-the-month desperation and come up with some creative ideas for getting over that hump. For example, the salesperson could tell prospects that there’s a promotion going on, but the deadline is coming up quickly. It gives purpose to the call and helps mitigate anxiety about meeting sales numbers.
If your sales script is no longer working, don’t toss it in the trash. Breathe new life into your script: be sure it includes the right components and avoids the wrong ones.