It takes a lot of effort, monotony and frustration to get an active buyer on the phone. Someone who is going to write a check to your or a competitor. A competitor for sure if you are not there.
So at the moment of truth when you hear “Hello” and an active buyer will decide whether you are worth listening to in mere moments…. are you and your team ready to maximize opportunities? Or, after all your hard work will you hear “we are all set.”
“We are all set” is code for “we are going to write a check to someone, but this person doesn’t seem worth the time compared to my other choices, so I’ll just say “all set” and be rid of them.”
This article is about how to avoid 10 common sales prospecting script mistakes that grab defeat from the hands of victory.
Ten Common Strategic Scripting Errors That Let Active Buyers and Great New Account Opportunities Slip Right Through Your Fingers.
10. Failure to have a strategic response to common objections.
When you hear “send some info.” “we are all set” or “call me back,” do you meekly say “OK?” Or, do you have a strategic response ready that separates the qualified prospects from the tire-kickers and can get you a meeting now rather than later?
9. You don’t communicate value.
If you continually get interrupted, shut-off or turned down, you are not communicating value. You are the issue, not the people you call.
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8. You think scripts are the key to prospecting success.
Wrong. Great scripts only help you if you are having conversations with the right people and enough of them. It is your system of organized calling and touches (you do have a system?) that consistently delivers you those conversations.
7. Failure to eliminate extra unnecessary words.
Get to the point. Seconds matter on the phone.
6. Failure to communicate credibility.
What experience or results have you achieved that makes you worth listening to?
4. Failure to communicate specific benefits.
You’re great. Provide great service. Nobody is listening. Jolt them alive by relating specific significant benefits you deliver.
3. You give your decision-maker control over the conversation.
Lay the proper foundation for the business result you seek to achieve before you start to speak.
2. Failure to communicate as a peer.
Don’t present yourself as the unworthy begging salesperson. You have value to present. You are just as important as they are. Act like it. Be confident.
1. Failure to write it down.
Prepare for common phone scenarios by writing down the best words to use to accomplish your business objective. Do you “make it up” or “wing-it” every time? You are leaving a lot of money on the table.
BONUS MISTAKE. You try to sell your product or service rather than the meeting.
Big difference between the two. Sell your service, no meeting. Sell the meeting, you have a shot at selling your service. Understand the difference in approach.
Best wishes for sales prospecting success,
Scott Channell
Could you or your team benefit from some scripting critiques and a punch up? Check out the Craft Your Sales Scripts Jumpstart program.