How to make a sales scriptEverybody reading this blog will have a different product, a different USP, a different way to disrupt their chosen market. However, any startup focussing on B2B sales has exactly the same approach. They need to create leads, interest people, demo the product and then sign them up on a trial to then upsell to become a long term customer. To make a sales script you need to get the structure correct for the whole call. Often to explain the point that a sales script is like a journey where every step has to be completed before moving on to the next part of the call, I try to demonstrate this physically. I get all parts of the scripts written on sheets of paper and place them on the floor. Then I get the sales person to practice the script as they are walking so they can understand the importance of how linear the call should be. Stay with me here and let’s apply this analogy to the call: Stage 1: You call to introduce yourself. The responses and topics from the customer are very broad and conversation can go in any direction Stage 2 : You ask company specific questions. The responses now are more limited and the topic of conversation is now heading towards a more focused direction Stage 3: You ask product specific questions. The responses are now all focused on how you can help the customer Stage 4: closing questions. You ask the customer if they are available for you to demo your product. You have led the customer down a path where their only option is to book a time for a demo as the context of the call has been set up correctly.
Sales Script DemoLet’s look at an actual script that you can use. For the context of this, we can presume that there are no gatekeepers and you are speaking directly to the decision maker.
Opening CallThe Goal here is to simply, confidently and clearly introduce yourself. Don’t feel you have to justify yourself and never say “just”. Be confident of who you are. Also, you are politely asking for permission to speak, don’t just presume they are available because you have called. You: Hi, can I speak to Mike, please? Customer: Hi, Mike speaking. How can I help? (remember that Mike has received marketing emails, he has clicked on a guide and visited your site so you know he has a little context about you) You: Hi Mike, my name is (X) and I am the owner of (insert company name). I sent you an email this week introducing myself, is it a good time to talk just for two minutes? At this point, you could have already lost the sale. The first 10-20 seconds of a call are critical and the first 5 seconds are even more important. Here’s how to avoid messing this up:
- Introducing yourself confidently. You are going to convince this person to invest lots of time and money into you, so you should have the confidence to at least introduce yourself in the right way.
- Always ask for permission. Just because someone answers the phone, it doesn’t mean they are free. You will only get one chance to introduce the product and so make sure you do it at a time when they are listening. If it sounds like the person is driving, eating, in a noisy atmosphere etc., just arrange to call back another time. Give yourself the best possible chance to set up the right foundations of a great call.
- After you’ve introduced yourself don’t feel you need to justify anything. Don’t fill the silence with extra talking. Just introduce yourself and go quiet. The power of silence will actually emphasise the introduction you have just given and the customer will feel obliged to talk.
Product IntroductionCustomer: Yes, just two minutes. How can I help? You: Great. So at (insert company name) we (insert one line tagline for the company). For example: “Great, so at Teamgate CRM we are an all in one platform for sales teams”. At this point, you have to make sure your company description is succinct and clear. Please, do not fall into the trap of being one of those startups whose description is so complicated that nobody understands what they actually do as a company. If you are struggling with this please read the Mom Test. Also, you have learned that the customer has two minutes. If they have two minutes and they are interested this can lead to 5, 10 and 15 minutes…
Build the intro more then ask 1st Validating QuestionYou: We work specifically with startups to help them improve their sales conversions. I just wanted to check if you are using a CRM at the moment? What we are doing here is giving the customer more detail of the exact market that we are targeting. We are then asking a validating question:
- to establish whether they are a suitable customer to sell to
- to learn more about them so we can help them