A sales script is an algorithm for a conversation with a client, where answers to any of his questions or theses are prepared in advance. In essence, this is a set of speech templates or blanks that take into account various behavior options of a potential client and allow the sales manager to quickly navigate the situation. Correctly composed scripts or sales scenarios increase the effectiveness of negotiations by 80% and lead to the conclusion of a deal.
Ideally, a sales script should lead to a change in buy telemarketing data the client’s opinion about a product or service and, directly, to the sale itself. First, a potential buyer, with your help, should simply admit the idea that this product is interesting to him, then agree to try it, try it on, estimate it, and then buy and leave with a firm decision to become your regular customer.
Sales Scenario Structure
- Opening (greeting)
- Block of questions
- Proposal
- Objections
- Closing
How you set the tone of the conversation is very important. Here are some useful phrases to start a conversation:
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- Hello! Ivan Petrov, employee of the company “First”. Our company specializes in the sale of paints and varnishes. Excuse me, how can I address you?
- I am calling on the recommendation of Vasily Ivanovich Sidorov (provided that he is an acquaintance, colleague, partner of your potential client);
I see you’re on our product page. Let me help you figure it out;
- You left your contact information at our stand at the exhibition on Monday;
- You left a request on our website.
Expressions that help to clarify needs:
- Choose from the options I have listed the internet of things and edge computing: what’s the difference? one that is most acceptable for you?
- What are your preferences?
- What is important to you?
- What is unacceptable to you?
- Would you be comfortable if we did this?
- What budget are you counting on?
- Do you need to consult with someone and who will make the final decision?
Working with objections
Experienced managers are familiar with the so-called sales wisdom: either you sell the product, or you will be sold objections. Usually, operators can face several types of objections:
- I’ll think about it,
- Expensive,
- There is already a reliable supplier,
- No need,
- No money.
For a clearer algorithm of actions for each objection, Taiwan Data it is worth composing at least three response options. Sales managers should know these theses by heart or very close to the original. Thus, when an objection arises, the employee will be able to easily select the most appropriate response.
For example, if a potential client has answered that their company already has a proven supplier, do not denigrate the competitor, praise them to demonstrate a respectful position. Then you should ask whether your supplier always has the product in stock and, having found out what criteria they use to make a choice, offer your company as an alternative.
Phrases to help close the deal:
- What conditions would help you make a decision?
- What clause of the contract needs to be adjusted for you to sign it?
- What payment terms would you like to receive in order to make a decision now?
- Let’s arrange the next call (meeting).
Stages of creating sales scripts in a company
Preparation
At this stage, it is important to understand everything about your potential client, that is, to determine the target audience. Who is it: a woman or a man, what age, does this person make decisions?
Study the strengths and weaknesses of your competitors. You can use the mystery shopper method to see how other companies present their product, how they negotiate on the phone and in the office, how they emphasize the advantages of the product and respond to objections.
Know your product. It is very important that sales managers have a clear idea of what they are offering to the client. What problems the product solves, what are its advantages, how it differs from competitors’ products and how it can be adapted to the needs of a specific client.
Where do scripts come from?
The sales scenario can be created by an external expert or the head of the sales department. Considering their own experience, they can identify which technique works best with your product. The developed algorithm is transferred to the sales department, where it should be tested, assessed and strengthened if necessary.
Experienced manager. The head of the sales department can delegate the authority to write a sales script to the most effective manager, and then independently improve the weak points.
Perhaps a working sales script already exists in your company. Listen to employee calls, select expressions that led to successful promotion and closing of the deal. Systematize successful phrases and create a sales script based on them.
Checking the script
Once the sales script is written, it needs to be “polished”. The first thing to do is to test the new script on your own employees and small clients. The testing and adjustment process can take several months.
To understand the strengths and weaknesses of the written script, it is necessary to track the sales manager’s negotiations. Moreover, do this not once, but regularly, at least one conversation per specialist per day. This way, you will not miss anything.
It is worth listening to conversations in order to understand:
- Does the manager use a sales script?
- Does this help you move towards the desired result?
- Are you able to hold the attention of a potential client?
- Have all possible client objections or responses been taken into account?
- What actions and phrases of the staff lead to the breakdown of the deal?
Having seen all the shortcomings and “rough spots”, correct and refine the script until the result completely satisfies you. The better you work on the sales script, the better it will work for you in the future.