3 Tips for Writing a Stellar Sales Script

by J.B. Maverick

2 min read

Small businesses that utilize cold calling to generate leads and sales also typically utilize sales scripts. Creating a sales script for your sales personnel to follow could increase your company’s conversion rates across the board. A good sales script can help you close sales and engage your customers, helping you build solid customer relationships and encourage repeat business. It can also promote and solidify your company’s brand image. An established sales scripts helps your salespeople be prepared when they make a sales contact. Follow these tips to create sales scripts that produce results.

Cut Out “How Are You Doing Today?”

A stereotypical sales script opens by asking the prospective customer, “How are you doing today?” While this is supposed to help make a personal connection and build a rapport between the salesperson and the lead on the other end of the phone, it often does just the opposite. It puts the customer prospect off and may lead the customer to become defensive – the exact opposite of how you want them to feel. To your prospect, you’re a complete stranger – but right off the bat, you’re asking them to reveal personal information. A better opening is simply to identify yourself and your company.

Humanize Your Presentation

Of course, when you’re placing a cold call, you’re really making a sales pitch. However, that doesn’t mean that you have to sound exactly like a computer recording of a salesperson. You can improve your company’s sales scripts by crafting them to be more personable. Consider injecting such things as anecdotes or other story lines that illustrate the benefits of your product for the customer as a person, instead of just rattling off a list of impressive but impersonal features. Part of a good sales script is incorporating opportunities to go off-script and engage in normal conversation with your prospect. Such interaction helps you establish customer relationships that let you continue cultivating the prospect as a customer even if you don’t make a sale on your very first contact.

Leverage Existing Customer Relationships

If your small business has been in operation for any length of time, you have already established customers and customer relationships. Leverage these existing connections to help you garner more business by mentioning some of them in your sales script. For example, if your IT consulting company provides support services for one of the most prestigious law firms in the area, a firm whose name your prospect is likely to recognize, then mention your relationship with that firm in your sales script. You can create better sales scripts by focusing on elements that are likely to sway potential customers. Craft your sales script to sound less like a monotone sales call and more like you’re reaching out to make a connection with another person who may need your company’s products or services.

References & Resources

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