A lot of people think they can just simply get a sales script and read it out; this is not a successful method of gaining sales. So, let’s talk about sales scripts, actually, instead let’s talk about food. Have you ever watched a master chef cook up something? They don’t work off a recipe with a set of ingredients, instead they just make something that tastes great! The reason they can do this is that they have an understanding of how the ingredients will react with each other and how they will complement one another.
The chef has a plan, a vision for what their end product will taste like. So therefore a good chef doesn’t need to go by a recipe. Now if your average Joe like you or me were to cook something complex, we would need a recipe. This is a lot like a sales script. Even with the recipe I still may not make a good product at the end. This is because I don’t understand how each of the ingredients interact. I don’t know what many of these herbs and spices taste like on their own, and I sure don’t know how to fuse them together to make outlandish flavours.
So, if you think of a sales script, they are similar to a recipe in this sense. What I have found with people in sales is, Sure! You might get results using a script, but they are never going to be amazing results. If you want amazing results, you have to understand how the different components of a sales script work!
Today we are going to run through the key components that make up a good sales script. This way you can start thinking about what makes a good sales script and how to have more powerful conversations from it. This is all marketing based, there are four key elements to any marketing or sales phone call. It doesn’t matter whether you are doing a cold call out, or if you are answering calls!
Firstly, you have to get a prospect’s attention! You may have heard this before; it is 80% of the battle, right?? ESPECIALLY if you’re cold calling! If you don’t get a person’s attention as soon as they answer the phone you’re dead! You’re gone! They aren’t sticking around to listen to you, why would they? You couldn’t blame them, could you? So the first ingredient is to get their attention. How you do this is completely up to you. But you must have an immediate impact, no fluffing around or else it’s Adios! See ya! Good luck! The key to any good marketing or sales pitch is grabbing your target’s attention!
The second key ingredient of our sales script is getting or creating interest. How we create interest on a sales call is through asking great questions and being interesting. So once we have gained our prospect’s attention we have a set of questions that we must ask. These can be scripted… But, you have got to ask the right questions! You can’t just ask any old questions, the best thing to do is have a set of questions that will get your clients thinking, make them understand that they could be better off, that they are settling, getting too comfortable. Or maybe they are missing out on something. Numerous studies show that people suffer from FOMO, they don’t like missing out on something. Ask questions that pique their interest, make them want what you are talking about! Ask them questions about themselves, people love talking about themselves, right?
The third ingredient we are going to discuss is desire. You have to create desire! But how do we go about creating desire? Well, you can talk about results, for example the results that other clients have achieved, and this may create desire. You could have a special offer on, for example you may talk about your offer, it’s only on for a month and is soon expiring, and you don’t want to miss it! Or, for your first few customers you might have a special offer running. You have to create some sort of desire within your clients, there and then. For example, I’ll give you free delivery, a special price, sure I’ll throw in something extra for you if you purchase now. If you have asked the right questions, you should have uncovered any problems, you can offer your clients a solution to their problems, this can also help create desire, which is extremely important!
The fourth ingredient we are going to look at is Action. You will find that a lot of people don’t do this. You have to pursue the sale! Ask your prospects what time they are available. You have to ask, “Will I meet you in person, or would you prefer to meet via a Zoom Call?” you have to ask for them to take action. For example you might say, “Look, the next steps are,” or, “How would you like me to send that, via Email or SMS?” Notice that these are questions that give them an either or option, you are guiding to take action, you are pursuing an end result for your previous steps to make your sale happen in reality! So there you have it, here are the four main ingredients to a good sales script. If you merely download a premade sales script and you read it out, it’s the same thing as using a recipe when you don’t understand the ingredients. If you want to get good at sales and succeed in this area, it is really important that you understand the ingredients. If you understand these ingredients and how they work individually, then you will crush them sales figures!