Saying “we can save you money” in cold call sales script

Your clients and accounts are in business to do something.

Make something, sell it, deliver it, teach children, serve clients. The people you sell to are in business to do something.

Take note of this information. If people do not meet you, they do not pick you over competing vendors; they choose to do nothing rather than buy…. Ultimately it is because you did not give them enough reason to do so.

It is all about perceived benefits.

You or your company being able to save someone or a company money is a very weak place to sell from. If you emphasize cost savings or heaven forbid that is the only benefit you are hyping, you are selling from a very weak platform. In fact, the weakest.

While it may be seen as contrarian, the fact remains that this statement is true. Leading with or emphasizing cost-savings is the weakest way to communicate a benefit impactful to your prospect.

Let us put this into perspective with some recent examples and personal experience.

Recent example #1: Coaching a client who is promoting IT services. Prospecting script only mentions doing it for less. We’re updating the script to include benefits like increased productivity, avoiding interruptions, longer lifecycle and other bottom-line ultimate benefits. Lead generation took off gangbusters.

Recent example #2: Coaching clients with employee management HR services. Working hard for ho leads and pretty desperate for opportunities. Prior focus was solely “we can save you money.” When refocused to profit generating activities, better benefits, less liability and improving productivity… and with the addition of a WOW credibility statement (when before there was none) …total turnaround in results.

Recent Example #3 is an education technology provider. They were eating competitors alive well before I ever showed up to speak and train about 20 times. Was their messaging “The hunks of metal we will sell you are cheaper than the hunks of metal from competitors?” No. The messaging always focused on what education professionals want to do with those hunks of metal. Improve test scores. Engage students. Improve learning for all. Make it easier for teachers to teach.

Competing sales teams wear masks to avoid eating their dust. They do more business than the next four competitors combined.

My own experience. I smiled and dialed my way to set over 2,000 C-level appointments in diverse industries. Always mentioned three benefits. “Cost-competitiveness” was always the last one mentioned and never repeated. I always treated it as a throwaway. Something expected and perfunctory, but not something that was going to help me win.
Why? The possibility of saving them a few dollars is the weakest point to sell from. That may or may not happen. There are transition costs and time investments needed to change vendors. There are risks to change vendors. Many times, those costs and risks don’t seem worth it to maybe save some money. Claims of saving money do not have the biggest impact.

But helping them to do what they are in business to do better and faster…. improve service to their customers, help them sell more, increase their productivity, cut the time to market, on and on the examples could go…. Those “ultimate benefits” put images of grandeur and achievement in the minds of your prospects that dwarf the possibility of shaving some costs.

Those “ultimate” benefits lift the eyebrows of prospects and get them saying ‘Hmmmmmmmmmmm.” Get them curious. Gets them thinking about being able to do more of what they do. Doing it better. Faster. Sell more themselves.

Put the “save money” benefit in its proper place and I can guarantee you that you will get more meetings with qualified prospects.

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