During sales conversations, even the most experienced marketing and sales professionals can get anxious and uncomfortable. After all, rejection is simply a mouse click away. That’s why, if they’re clever, even the most seasoned salespeople use a sales script while making sales calls. It’s a form of insurance against feeling tongue-tied or unsure of what to say next. A successful sales script should be seen as a work in progress, which means you should adjust and enhance it on a regular basis to keep it current and relevant.
Construct a Winning Script
1 Begin by introducing yourself and stating your title as well as the name of your organisation.
2 Express your regret for calling at a difficult moment and that you would appreciate five minutes of the person’s time. Continue only if the other person urges you to do so. Otherwise, request a callback time and follow up as needed.
3 Give a brief description of what you’re giving. “Have you heard of our company?” or “Have you heard of our service?” are not appropriate questions to ask. You never want to give someone the opportunity to say “no,” since this might swiftly squander any goodwill.
4 Summarize the advantages of your product or service in a few sentences. Remember that customers want to know what this product or service will accomplish for them. How would listening to you make my life better/easier?
5 Include a call to action at the end of your script. In the best case scenario, request a face-to-face meeting. Before your consultation, direct the consumer to your company’s website for information they can assimilate.
Important Points to Remember
1 As if you’re “creating it up as you go,” inject your personality into the narrative. This implies that if someone else worked on the script, make sure it “sounds like you” as well. You don’t want to come across as robotic, which is a turnoff for most people. You want to appear authentic and approachable.
2 Rehearse your script until it seems natural and conversational, and you’re comfortable changing a detail or two in response to the remarks of the potential customer. Persons are drawn to people who are nice to be around.
3 When you have the opportunity to build rapport with a prospective consumer, deviate from the script. It might be the difference between a sale and a “Thank you!” For example, if a customer expresses an interest in speaking with you but is interrupted by a crying, hungry infant, attempt to empathise with her child-rearing quandary and offer to call back later.
4 Develop your listening skills. You can’t build a rapport if you’re speeding through your script and can’t handle interruptions.
5 Keep in mind that even if you exude charm and charisma, your phone call is still disrupting someone’s day and routine. As a result, make your script brief and to the point.