When you ask many of the greatest salespeople in history what their secret is many would answer – personality. But when asked how to quantify and teach personality to others these super salespeople are often stumped. Teaching great sales involves a major re-education and a focus on systems that make sales simple.
Sales scripts not only increase the sales of top performers but also produce amazing results for the entire team. One rule of thumb which can be used in selling and in life is that what you can measure you can manage and grow! The ultimate test of a superior salesperson is how consistent their results are and how consistent the results are for the entire team. Using a sales script achieves this consistency and makes the training of new team members simple and effective.
By introducing a sales system like a script, you can then measure conversion rate on a daily basis and your sales will automatically increase – guaranteed.
So, exactly what does a sales script look like, how do you write one and how is it used… let’s look at this now…
A sales script is a documented, methodical, learnable, effective system of selling your goods and services. It is a written process on paper designed to give the salesperson control of the call (while the customer ‘feels’ in control) and create a desired result – the sale!
The basic idea is this – find out what your top salesperson is doing, write it down and then get everyone else doing the same thing! Ask your top salesperson to write down exactly what they say to a prospect to get them to buy your product or service. You may even choose to reward your top salesperson for doing this by offering them a great incentive such as a percentage of extra sales.
Let us briefly outline key parts of a sales script. Obviously, there are differences between sales scripts used on incoming and outgoing calls, however I will just detail some typically used questions that can be used for your sales scripts!
The opening: “Could I just outline the reason for my call?”
Permission: “Would it be ok if I asked you a couple of questions?”
Rapport Building: “What is your biggest challenge in relation to…?”
Below Waterline: “What is most important to you in regards to…”
Paraphrase: “Based on what you just told me, it sounds like…”
Temperature Check: “How does that fit with what you had in mind?”
Assumptive Close: “Will you be paying for that on Visa or Mastercard?”
Open the relationship “Congratulations and bye for now.”
A script can be read, learned and must be practiced, used, measured and improved (if needed) to increase conversion rate of prospects to customers of all the team. Imagine taking the guesswork out of selling once and for all by using a system that makes your sales results less people dependent and more system dependent!
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