Good sales managers across the world will train their employees using sales scripts. Scripts are designed to keep salespeople on track during a phone call or presentation in order to help them make the sale. Scripts are designed to introduce a customer to a product or service and explain how that product or service benefits them or why they "need" it. Properly written scripts will effectively handle any objections that the customer or client might express during the presentation. Here is your guide on write a sales script.
Instructions
1. Begin with the introduction. Something simple will do here, like "Hi, my name is __________ with ABC Company and I'm calling for ____________." While it seems simplistic in nature, the introduction is crucial when trying to establish rapport, especially via the telephone. The introduction of who is calling will immediately disarm the prospect and tends to make him friendlier and less guarded during the remainder of the call.
2. Transition into the sales pitch. The objective here will be company specific. For the sake of this example, the objective is for the sales agent to make an appointment with the prospect. The script should be designed to ask the prospect questions here to find their "pain" or "need." Because sales is at its core a way to unearth human emotion in order to get the prospect to make a purchase decision while the emotion is high, the best way to accomplish this is to work on identifying the prospect's emotional reason to purchase. Phrases such as, "I understand that you've been unhappy with ______________" or "Have you ever had one of those days where ______________?" Like a good actor or actress, the salesperson shouldn't sound "canned" or rehearsed in this section. She is asking questions to uncover needs, wants and desires.
3. Write a series of questions that the salesperson can use in an easy-to-read list format. This will help to keep her on point throughout the questioning process and helps to lead smoothly into the transition to asking for the appointment in the next phase. The next small section of the script will remind the salesperson to say something like, "Great, I'm glad to hear it. When can you come in to meet with me? Is today at 4 good or is tomorrow at 6 better?" This is important because it doesn't give the prospect a chance to say no, only an option to come in for an appointment. You can leave the times blank for the salesperson to fill in, or leave them populated with times to remind them of this valuable tool for appointment setting.
4. Write a recap section into the script. Although rarely used, the recap is an important element of the script. Use wording like "It sounds like you'd be a great candidate for ABC company based on what you've told me today. I will see you tomorrow at 4 pm." Ask the prospect to take down your contact information, then say, "If for any reason you can't make our appointment tomorrow, I need you to please call or email me, so that I can give your spot to someone else." The shows the prospect that the salesperson's time is valuable and that the appointment can be lost or taken away, which can help ensure that your prospect will keep the appointment.
5. Finish the script with a confirmation section. Condition the sales staff to call the following morning, or when appropriate, to confirm the appointment, as a doctor's office might do. This reminds the salespeople as well, of whom they are meeting and what the prospects' needs are. These simple elements of a well-constructed script will catapult your sales staff to success.
