Using Sales Scripts for Your Sales Pitch
Written by Barbara Silva on Dec 9, 2008 10:53 am
Read More: Phone Skills | Prospecting | Showing the Plan | Sponsoring and RecruitingYour sales script can be a great help to you, especially if you are new to making a sales pitch over the phone. But if you rely too heavily on the script, you can miss out on important information as illustrated by a recent sales call I received.
It was a cold call - always more challenging than when you are dealing with someone who has asked for information to begin with. I was willing to give the guy a chance because I've been there, done that, and I know how intimidating it can be. So here's the short version of how it went:
Script Guy: I noticed you are with (insert name) MLM company. Are you still with them?
Me: No, I'm actually working with a new company.
Script Guy: What if I could show you how to get endless leads...
Me: Well, I teach that subject to others and have a program in place for that.
Script Guy: If I could show you how to make $20,000 in your first year, would that be worth an hour of your time? (Note: when you are calling other marketers, chances are they will recognize this line - it's overused in my opinion - remember your target market!)
Me: As I said, I already do this sort of training myself. What is your program? Maybe if my program isn't a fit for someone I could send them to you.
Script Guy: So you wouldn't be interested in making extra money and getting away from your JOB?
Me: I have my own business and am not working at a JOB. What is the program you're trying to sell?
Script Guy: It doesn't sound like I can help you. Have a great day.
What went wrong with this sales call, besides everything?
- He didn't take the time to find out if I had a need before he went into his sales pitch.
- He didn't bother to build any kind of rapport - two minutes that would have been well spent
- He didn't listen to me and so kept trying to sell me on something I didn't need.
- He missed the chance to share his program even though I invited him to do so and said there was a chance I might send people his way if the program was good.
- He never told me what the program was!!!
- He hung up without ever giving me contact information in case my needs changed or I became curious later.
Anatomy of a Good Sales Call
1. In the first few seconds, establish who you are, what you have and what's in it for your prospect.
2. Connect with the prospect and ask them about their primary needs.
3. If they are not interested, give them your contact information and let them know you'd be glad to help in the future and recap what's in it for them. Give your web address or invite them to receive your free newsletter so they can learn more about you.
4. Offer to chat further with them right then, or schedule a free appointment with them at their convenience, again, letting them know how it will help their business - be specific.
5. Explain only those things that directly address their needs. If the problem is time constraints, don't pitch them on lead generation. Instead, explain time saving tips in general and connect to your particular solution. Avoid overwhelming them with too much information.
6. Let their questions guide you as to what information to present.
7. Let their interest level determine what to do next.
Not interested? Give contact information and URL in case their needs change.
Somewhat interested? Offer to send your newsletter and give them a free report and lots of ways for them to stay in touch with you! Let them know you are accessible - this will help ease a lot of fears and by going to your web content, they can get a feel for who you are.
Very interested? In your own words say, "I have a product/opportunity/training specifically designed for people with the problem you just mentioned. Would you like to hear a little bit about it?"
By establishing rapport and showing a sincere desire to help, you will take the pressure off your prospect. By constructing the call around the individual and not simply following a generic script, you'll be far more effective in showing how you can help them get what they want.
Closing the sale can mean getting the prospect to take the next step. It's not necessary, and often not likely that you'll get a sign-up or sell your product on the first contact. The object is to build a relationship with the prospect so that you have permission to present your opportunity when the timing is right.
Sales scripts are guidelines. Don't fall into the trap of sticking to a script if it is preventing a real conversation from taking place. The sales process is at its best when it's a 50-50 experience. You want to model good sales practices for those who wind up joining your team!
If you'd like to learn more about building and maintaining customer relationships, check out Romancing the Sale.
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About the Author: Barbara Silva
Member Since: 06/02/2008
Company: Coaching Cognition
Industry: Coach
Primary Web Site: http://www.how-to-market-guide.com
Hot not Cold
Simply let people know who you are by being in public, if they are interested to know more, they WILL ASK. I am really against calling people up to see if they want what you have. Most people do not have the time to talk on the phone and listen to someone try to read a sales pitch.
I cut them off before they get through the first sentence.
I say,
" I am sorry you have reached someone who is not interested,
Please remove me from your calling list, good luck with your next call,
Thank you & buh bye" ........... click
Long term vision helps too!
Hi Barara
Thanks for the tips on what to do if they're not interested, somewhat interested and quite interested. Also showing an example above really helps!
It's all about rapport. And a long term vision for your business. Having a longer term vision will allow you to be more relaxed and find out what it really is what the prospect is needing and how you can specifically help them.
Your insights are very valuable.
Tania
Cold Calls
Cold calls are a part of my past, thank goodness. But even when someone has asked to be contacted, the way to frame the call around their needs or at least their idea of what their needs may be still applies. Nowadays, cold calls are just offline spamming as far as I'm concerned!
The Consultative Approach is a Superior Method
Thanks Barb,
This is valuable information for people that are still building their business offline. We must not throw the baby out with the bath water and shun old methods completely. In fact it is necessary to do while you are building an online presence. Most people run out of family and friends at some point. Others of us do not want to be 'on' all the time. We simply want to go and watch our kid play soccer or stand in the grocery line up without feeling compelled to chat with anyone within 3 feet of us. We most definitely do not want to go mall crawling. This is when many resort to buying leads and making cold calls.
re. "someone who has asked for information to begin with". This attraction marketing concept is such a breath of fresh air! They type of person you talk to is already pre-sold on you and in most cases thank you for calling!
I agree that closing the sale does not mean that they are joining you in business. It simply means they are willing to take the next step.
To Your $uccess!
Irene aka Renegade Coach
Interviewing is best
Oh dear...scripts. Not for mlm...only good if your want to sell something hard and fast.
I much prefer the interview technique...."I have a great business opportunity, Andrea, but I have no idea if it’s right for you...or you're right for it...so can I just ask you a few questions....
To flip a networker to your business. Ask them about their opportunity, when they are finished, segue with:
"Tell me, Andrea, do you have an open mind...."
And so on
Scripts for MLM
When someone is very new, the script is helpful only in keeping certain information in front of them while making the call. For example, at first, you may not have the various price points on the tip of you tongue - so it helps to have the script nearby with those numbers. As far as following the script verbatim, it destroys the natural flow of the conversation and winds up being a big turn off.
It's also important for newbies to realize that it's okay when they don't know the answer to something. There's nothing wrong with saying, "Let me double check those numbers and I'll get right back to you." Far better than the advice I got from one of my upline, "If you don't know, just fake it."
Cold Calls
Barbara,
Thanks for the tips. However, I'm glad cold calling is in the past.....
Its' just refreshing to know you can have potential clients interested in you by the value you give...
Donna Wells
Sorry I didn't get in on
Sorry I didn't get in on this when you posted, but wanted to comment.
Great responses everyone and it's agreed that cold calling is falling by the wayside and attraction marketing and social networking is replacing it as a means to build relationships and sales. However, many of us have websites and capture pages and gain new prospects from those venues. Knowing what to say and how to effectievly meet the needs of those prospects is learned and I've found scripts can help those new to the process termendously. Not everyone has the skills and experience of a seasoned networker. Even the interview technique needs to be learned.
Thanks, Barbara, for posting an article that reminds us not to discard every old method we were using. Even though most of us may not need or use a script, some will find it very helpful. And the dialogue from your article among the community will also benefit the readers.
Leta, Thanks for your
Leta,
Thanks for your insight. I think we need to offer as much support as possible to new marketers and providing them with a good script can be a great tool. But along with it, they need "call buddies" to get the information down so that they are not dependent on the script or freeze up if the conversation swerves into an unexpected tangent.
I've done a lot of theater and sometimes, during a long show run, actors go on "auto pilot." It's a nightmare of sorts - you've done the show so many times, your mind begins to drift even while you go through the motions of playing the part. Deadly in terms of performance, of course.
I've worked with actors and seen them "come to" in the middle of a scene. All of a sudden there's a flash of panic, because they have no idea where they are in the scene and the other actors have to make up lines to get things back on track.
That's what can happen when you become too dependent on a script. You say, "What if I showed you how to triple your income in 30 days?" and the person on the other end says, "I just won the lottery, don't need it." Now what do you do - the next scripted line is, "Wouldn't you like to save a little extra for a rainy day?" Doesn't really apply if the guy's just won a gazillion dollars. A lot of marketers stubbornly go right on with the script because they haven't been trained on how to handle these little "surprises."
So, the answer is to provide training and practice. If they blow it a few times, the world hasn't come to an end - as long as they know to keep working to improve and don't rely on the script to do all the work!
Totally agree and that is a
Totally agree and that is a leader's responsibility. Also pointing them to great resources for scripts and getting them to effective training can be a good assist. I've used Dani Johnson for just that thing. It's a great starting point and she has scripts for just about every scenario and the training to back it up. Her scripts are tried and proven to work and take the fear out of those inital contacts.
Really it's about confidence and skill building together so people can be comfortable and spontaneous in a natural conversation. Practice and support can help with building that and erasing the fear of using the phone. And always, I tell my team to build the relationship first. Provide value, meet needs, and create a real interest and desire for someone to work with you or buy your product or service. Companies come and go...as we've seen in both traditional and network marketing in recent months, but relationships can last if built on trust and good service.