Strategic Sales Scripts Components. Checklist Do’s and Don’ts of Writing Sales Scripts with Impact.

Many people training teams or improving their own process are calling me. Reworking scripts to convey clarity and impact is a big part of opening more doors.

Here are some consistent themes of that advice.

1. The “Identify the Decision-Maker” script.

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A. Be short.

B. Be crystal clear as to what you want them to do.

C. It is not necessary to identify yourself.

D. Ask a “Columbo” type question at the end to gather potential worth info.

“Hi, I am looking to send some info to…. Can you tell me whom to direct it to?”

Quickly tell people what you need and be crystal clear about what you want them to do. When you get the name follow-up with a “Columbo” type question calculated to give you some insight into the potential worth of the account.

“Oh, just so I know what to send… about how many employees do you have?” Or, “How many salespeople do you have?” or “How many widgets do you use?”

2. The “Set the Appointment” pitch. (Or, schedule the webinar or phone appointment.)

A. 30 seconds in length. No longer.

B. Identify yourself and what you do.

C. Craft a solid credibility statement. Why pay attention to you?

D. Relate 3 specific benefits clients/accounts get from working with you.

E. Ask for the meeting.

F. Ask for the meeting.

Big mistake here is a lack of clarity as to what you do, why you are credible and the most important specific benefits you deliver. Note: We give good service and save you money doesn’t cut it.

Most of the time I find that companies and individuals have much more powerful ways to relate credibility and the worth of their offering than they are using. That costs you opportunities. Analyze every sentence for clarity and impact.

And always… ask for the meeting. “Do you have any time in the next week or two?” If you don’t ask, you won’t get. If your pitch is too long, you will likely be cut off before you get to ask.

3. Responding to resistance/objections. ( No, I won’t send information.)

A. You need to respond, you don’t need to answer. Understand the difference.

B. Repeat and reinforce what you have already stated. Do not bring new info into the conversation.

C. End every interchange by again asking for the meeting.

D. Stay true to your agenda. Ignore their agenda.

E. Structure your response to separate those who are valid worthwhile prospects from the tire-kicking time-wasting *#@#*ers.

What works responding to resistance and getting meetings now rather than later is contrarian. You get more with less. Only repeat what you have just told them. New information just confuses them and gives them something to think about. When they start thinking – you lose.

If you answer their questions, who is in charge of the conversation? They are? Never give up control. Respond, but in a way that doesn’t give any answers and always comes back to your agenda… setting up a meeting.

Challenge their requests. Don’t let them lead you into “maybeland.”

A condensed example… “I don’t send out very general corporate info that is just going to tell you what I just told you, that we X, Y and Z. I would be happy to put together a package of information that could really help you regarding any specific need you have. Do you have any specific needs you would like information on?”

If they do… do you really send out info? No! You have a script strategy that leverages what you have learned to get the meeting now.

If they don’t… on to Plan B.

There is of course much more to this.

Best wishes,
Scott Channell

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