Sales Scripts that Sell

By Pratik Patel

Communicate Value

• Effectively communicating the value that we’re offering to the prospects we speak with is one thing often left out or forgotten. Often, we’re quite good with talking about what our products do and how awesome they are, but that doesn’t convey the value that we’re offering.

• The value that you offer answers the question, “what is in it for me?” which is the main concern for prospects. Value is how your product helps.

Qualify the Prospect

• Questions which qualify the prospect should be included in sales scripts that sell. They are simply a few questions which are there to gauge how well the prospect fits with what we’re offerinTrying to sell to everybody that we have the opportunity to speak with is one of the most common mistakes made. In reality, not everybody is a fit which is why asking qualifying questions to determine how the prospect measures up is important.

Find Prospect Pain• It increases your ability to find pain in

which your prospect may be experiencing when you develop and go through your qualifying questions correctly. One of the main components in developing sales scripts that sell is having the ability to find pain.

• When pain doesn’t exist, there isn’t any reason for the prospect to make a purchase. On the opposite side, the more pain we are able to find increases the likelihood of the prospect to move forward.

Listen to the Question

• Many salespeople talk too much when they should be listening. Listening not only helps you gather more sales information, it also shows respect for your prospect. Both are requirements of a sale. You can listen with ears, your mind, and your body. Hear the words that the prospect is saying, but also attempt to understand what it means. If you need clarification, ask for it.

• Also listen with your body. In other words, show the prospect that you are listening. Don't rummage through your sales literature or stare out the window. Instead, engage the prospect's eyes and show that you are sincerely concerned and listening.

Recognize the Question• Exactly what is the prospect asking? Is

there a technical question that needs to be answered, or is the prospect attempting to delay the inevitable decision whether to buy or not? Your response will depend on what type of concern the prospect shares. For example, “Does the Deluxe model come with a rolling platform?” is a technical question that you can answer, then use to move toward the close. “Why do we need the Deluxe model?” is probably a delaying question if you've already answered it in your presentation. Knowing the purpose of the question can help you in answering it better.

Restate the Question

• Whatever the question, the prospect needs your answer. To ensure that your answer is accurate, first restate the question or concern.

• You're asking if the Intraday Cash has a more trades or return?• Are you asking about the differences between the Retail and

HNI?• Restating the concern tells the prospect that you are listening

and that you understand the question. It also gives the prospect an opportunity to hear the question. As appropriate, the prospect may then revise or clarify the question, or even withdraw it.

Answer the Question

• By answering the agreed-upon question, you are recognizing the prospect's interest in buying. It also gives you an opportunity to validate the buyer. “That's a good question, Mary. Yes, the Deluxe model does have an optional rolling platform that can hold up to 500 pounds yet is easily moved with one hand so it can be quickly moved to various assembly stations.” The answer offers both a feature and a benefit.

Confirm the Answer

• The prospect's question was asked, you listened attentively, recognized and restated the question, then answered it. What's next? Make sure that your question was understood. How? By asking.

• Does that answer your question?• Does that make sense to you?• Do you have any other questions I can

answer for you?• Prospect questions are an important part of

the selling process. By listening attentively and asking your own clarifying questions, you can soon be ready to start the close of your sale.

Build Interest

• It is thought by some that the prospect will listen to what your product is and either become interested or not. That isn’t completely true due to there are many things which you can say about your product and company to trigger interest. In turn, you can develop your sales script so it contains powerful building interest points.

Build Rapport

• Building rapport is vital to success for a few reasons. People buy from people they like. Having rapport helps get the prospect to become responsive, share information as well as agree to commit to further steps. These are just some of the things in which you can add to develop sales scripts that sell.

Build Credibility

• Building credibility is often overlooked, but if you’re looking to create a powerful sales script, include name drops and customer examples which will quickly assist in establishing credibility.