One of the best things you can do as a salesperson or a marketing rep is to create a script. Having a well-crafted script helps demystify the sales process and gives you full control over the interaction. Rather than simply talking to prospects, a script allows for you to prepare, practice, and perfect your salesmanship.
The best salespeople in the world all have a functioning script that they go by every single time. It’s essentially a “how to sell” blueprint that makes working in sales much easier. Even legendary salesman Jordan Belfort had a script that he used in every single sales call.
If you do not have a script yet, it’s time to make one. If you already have one, pull it out and look at it to make sure it’s 100% effective. When crafting or improving your script, utilize the following tips to help you create a killer script that allows you to control the sales interaction and close the prospect.
Keep it short and simple
The first thing you need to remember when making the perfect script is to keep things short and simple. All in all, people, in general, have pretty short attention spans. Dissertations to the prospect have the potential to bore them. When a prospect isn’t paying full attention to you or your pitch because it’s too long and complicated, you’ll be fighting an uphill battle. Best thing to do is to keep the whole thing short, sweet, and simple.
Include all the steps of the sales process
Make sure that your script includes all the steps that make up the sales process:
- Hello – Introduce yourself and explain your purpose
- Rapport Building – Gain commonality with the prospect and become a friend
- Discovery Questions – Uncover a need for your product/service
- The Pitch – Using FAB statements, show them why your product/service solves that need
- The Close – Get the prospect to either say “yes” or “no”
- Objection Handling – Overcome any objections that the prospect throws at you
- Lock-In – When the customer agrees to purchase, go over all the details and the next steps
While it might seem like a large task to write for each and every instance, it actually won’t be that difficult because each step should be rather short and concise. Most of the steps really should only be one or two sentences long (with the exception of The Pitch, which can be as long as a paragraph depending on what you sell). The main takeaway here is to craft a script that is designed to move the prospect from a stranger to a new customer. By incorporating all the steps in your script, you can control the movement of the prospect much easier.
Add urgency as much as possible
Adding urgency is a major component in closing a sale. By telling the prospect that you are busy and business is booming, it will create the perception that your product/service must be great and that he/she should probably listen to what you have to say. Also, when attempting to close a sale on the spot, it’s important for the prospect to feel as if this deal or special will not be around forever. Adding urgency will also help eliminate the objection of “I will have to think about it,” which is one of the most common objections.
Let your personality shine through
Have you ever received a sales call from someone and the person who was trying to sell you something sounded extremely robotic? If so, they were probably reading directly from a script word-for-word without adding any of their own personality. For new salespeople, this can be the kiss of death. When crafting your script, allow for some of your personality to shine through! Not only will it be more genuine for the prospect, but it will make you feel much more comfortable. For example, if you’re a natural joke teller, add some humor here or there! Don’t deviate away from the script too much, but add a little of your own pizzazz for maximum effect.
Review it with a manager/top performing coworker
Constructive review and feedback is an important element of script building. Seek the advice from those who are already successful or from leaders in your organization. Do your best to avoid reviewing the script with friends. Friends have a tendency to tell you that everything is good when in reality much can be improved on. Be open to criticism and feedback and adjust your script based on these recommendations.
After you create the script and review it, PRACTICE, PRACTICE, PRACTICE! At the end of the day, closing a sale is how you pay the bills and feed your family. Your script is the tool in which that can be done. Practice until you can pitch in your sleep. Once you have it down, don’t discard it down the road. Keep it, use it, and practice it. Your sales numbers (and your income) will thank you for it!