There’s a lot of factors that will weigh in, but certainly, on crucial element is the conversation that transpires between them and your sales agents. Believe it or not, certain words, when used correctly, can be the difference between discouragement and persuasion.
Scripts are not to be taken verbatimly; it only provides a blueprint for what particular route a sales agent should take to increase the odds of getting a sale. And it’s not just about spending precious hours brainstorming on words.
Matthew Pollard specializes in niche marketing and sales scripting, and own his own consulting firm in Melbourne. In this excerpt from a fresh blog post, he shares 7 techniques salespeople can use to get more positive results in talking to potential buyers:
1. Understand how sales work. Ninety percent of all sales interactions are the same and can be scripted. Some salespeople argue that their business is different, but this perception arises from their having a different delivery each time, which makes the flow of the sale, questions asked and the outcome vary.
2. Scripting a sale does not mean being fake. Many salespeople are concerned about coming across as disingenuous. Scripting a sale is just like telling a story well. Once salespeople find a story that customers like, they start to tell it more and more.
3. Break down the sales process and the story into chapters. It’s possible to identify as many as 14 critical stages in the sales process after the original inquiry or self-generation call. Start off by focusing on the key seven: establishing trust and rapport, the introduction and the agenda, probing questions, a presentation, stories of success, a trial close and the close.
4. Make a recording to hear what works. Take along a recording device on the next few sales appointments and record the session with prospective customers with their permission. Then transcribe the recording of the best appointment.
5. Create a list of benefits – and elephants. Craft a list of intangible and tangible benefits of the product or service, as well as a list of common objections. Write down potential “elephants in the room,” such as a past product defect or service issue.
6. Build a presentation folder. This makes the progression easier for the salesperson. It should include client-probing questions, brochures, quotation sheets, testimonials that link to the salesperson’s stories, paperwork and after-the-sale leave behinds.
7. Seek advice about how to improve each component of the sales script. Start with research via the most useful tool of all: YouTube. See what the sales gurus recommend and focus on one area at a time, adding knowledge and skills. After improving all the steps to a sale, perhaps seek the help of a master sales coach.