How do business owners ensure a consistent message is being delivered to their prospect audience? Commonly, they design an onboarding program, hire trainers, and set processes in place for ongoing training.
Nobody wants to hear the dreaded words “sales scripts” when they join a company, and I can’t think of a prospect that wants to hear a canned sales script either.
The preconceived myth about sales scripts is that you cannot deviate from them. Setting the right framework with an engaging script allows for creativity and personalization as sales reps gain experience with your brand and buyer.
“Practice. Confidence is a tangible thing, it comes from practice and repetition. You have to put in the work in order to build that confidence.” - Kobe Bryant
Designing sales scripts that can be utilized as engagement-based dialog with a prospect and role played repeatedly can help build confidence and ensure greater success for new business acquisition and customer retention. Experienced reps have unknowingly developed sales scripts and foundational skills throughout their career by identifying phrases and skills that have worked for others.
As a business owner, customer retention and the ability to find skilled sales talent are two top priorities when trying to ensure you don’t become one of the failed business statistics.
As a sales career veteran having lived the hat of executive, trainer, and leader, I can tell you that the transition to a sales script is not an easy path, but it is a necessary path. 10 years into my career, having just joined a new company I was introduced to sales scripts and the Challenger Sales Model by Mathew Dixon. In addition to a change in sales methodologies, I was learning a new industry.
The organization saw a significant improvement of both new business acquisition and retention within 90 days. New hires with no sales experience were meeting ramped-up sales goals, and their confidence spread to our entire team. Seasoned sales executives found themselves drifting toward the scripts as they saw increased closing ratios, and a balance was found amongst the team, bringing a script to life between all levels of experience and skill sets. Leaders were able sync and coach consistently, leading to a an even more successful sales process.
While you are considering if sales scripts are the right model for your organization, recognize what you may be jeopardizing if you do not make a change.
Here’s five things to keep in mind when you design your scripts:
- Mindset is key. You’re not creating a script as much as you are a playbook and what it can sound like to your prospect.
- The first 10 seconds of any phone call has heightened anxiety, and that’s the timeframe in which you must capturing the audience’s attention.
- Identify engaging points with the prospect for value-based dialog.
- Have you asked for a commitment within the first 3 minutes of the conversation? If not, should you?
- Don’t forget to answer this key question: What is the purpose and ultimate goal for the call?