Appointment setting B2B sales script secrets “they” don’t want you to know

Thought I would pass on some sales script truths for B2B appointment setting, rarely mentioned, as they are uncomfortable, go against what the herd wants to believe, contrarian but true, and involve reps changing behaviors they would prefer not to change.

1. It is not what you know about your prospect that matters.

What your prospect thinks you might do for them is what matters.

Your scripts must enable business prospects to believe that you might deliver a significant benefit to them.

That will lead to a longer conversation and a discovery call. All other things become insignificant without that. You can know many things about them, but if they do not think you can deliver positive change, it does not matter.

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How do you structure a sales script

2. “Building rapport” and “being conversational” are the wrong goals.

Enabling buyers to perceive you as being able to help them is the sole goal you should focus on.

Sorry to bust some balloons here, but you should not start your script thinking with “I want to build rapport and be conversational.” You start your thinking with “what can I say to a buyer that would enable them to conclude that I am worth talking to longer?” That is the focus.

That a busy buyer is going to invest time on a discovery call with you because of your witty repartee and sterling personality is nuts. Communicate value to buyers as they perceive it, and you will build rapport and they will talk to you again.

Structure your appointment setting script to enable business buyers to recognize that you might help them, that you are credible and that you are worth more time to explore the potential for working together.

3. You lose them at hello.

Initial impressions matter. Prospects conclude within the first 3-5 seconds of a call whether you might be worthwhile.

If they understand clearly what you do and you have a confident professional delivery, they might, might, perceive you as worthwhile and you have a chance.

But if they form a negative impression, don’t understand what you might do for them or your delivery is off, you are toast. They may not cut you off, but nothing you say will overcome that initial impression.

How do you practice a sales script

4. Don’t write scripts for prospects.

Write scripts for buyers and practice.

Buyers are a subset of prospects, and the only prospects that matter. Those that fit your prospect profile but do not recognize a need are not potential buyers. People without needs do not buy. Typically, active buyers make up 15%-20% of even good lists. Don’t let the reaction of the non-buyers lead you to water down your messaging, that will decrease response from the buyers.

Write scripts with buyers in mind and practice, practice, practice. Those words should sound as if it was the first time you said them and have 2 X 4 impact on buyers.

Sell the meeting only

5. Sell the meeting, not your offering

There is a line you must not cross when setting appointments. You must not cross the line between selling the meeting and selling your offering. Stay focused on saying the things to sell the meeting and don’t go beyond that.

As soon as you say things more focused on selling your offering, you are less likely to sell a meeting. Refrain from offering advice or suggestions and resist the temptation to show off all you know. That will come on the discovery call at the right time.

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