I’m a big believer in leveraging patterns in sales and marketing – things that are familiar and gain a subconscious reaction from the consumer.
Except in the case of sales scripts.
I’m also a big believer in sales scripts, but be careful not to simply use the same cliche patterns. These overused approaches will kill your pipeline.
I just spent the last several hours surveying the advice that you get from a Google search for “sales scripts.” Interestingly enough you could read the first couple and assume you’ve learned all you need to know because all of these scripts are built with the same pattern.
As a result, if you use any of these scripts a prospect is likely going to immediately bristle because you’ll sound (phone call, email, or text message) exactly like the last dozen bad experiences they’ve had with salespeople.
Let’s take a look at this cliche sales script approach. Then we’re going to make some intentional breaks from this status quo to help you write better sales scripts and get you more sales conversations this week.
The Typical Boilerplate Sales Script
You start with a quick introduction, clearly stating your first name and the company. Then you do the courteous thing and ask if they have 15 minutes to chat.
At this point, they immediately know there’s a sales pitch on the way, so they put up their defenses and try to push you off the phone with a, “no, now is not a great time.”
At this point, you either fold like a cheap, broken lawn chair or you go on the attack.
“But, wouldn’t you be interested in hearing how I can save you/grow you $$$!”
Of course, this just fires up the prospect’s objection machine gun.
Ironically, this makes you feel like you’re getting somewhere because you’ve read countless “How to Overcome Objections” articles and assume this is what success feels like. So, you start trying to artfully deflect all of these objections.
The fact of the matter is you’re just frustrating the prospect and slamming the door on any opportunity for any future conversations or keeping them in your sales pipeline.
The truth of the matter is that the standard sales script is going to end in more requests to be removed from your list than closed deals.
So, let’s attack some of these cliche patterns and remove some of the fallacies that are baked into most of these standard sales scripts.
Top Fallacies Baked into Your Sales Scripts and How to Fix Them
In my opinion, too much of sales is anchored in battle and warrior language. This sets up an inherently adversarial assumption in this interaction. This is ironic in that you’re ultimately trying to start a beneficial and collaborative relationship.
This mindset packs our scripts with approaches that actually lower our probability of success with prospects. Let’s debunk and fix some of these common fallacies.
1. The need to start by introducing yourself.
Skip the awkward introduction.
Why can’t you just start with the benefit to the prospect? Tell them what prompted you to reach out and specifically how you think you can help. Then introduce yourself if there is interest.
“Good morning! I just got off a call with a new client that was amazed by how much he saved by simply bundling his auto and homeowner’s insurance. Do you have about 15 minutes to talk? Or would it be better to set up an appointment?”
2.The need to introduce or explain your product(s).
Most prospects know what product(s) they need.
Everyone knows what life or health insurance is, but most don’t know why they should invest in it or go with you over a competitor.
Consequently, your goal is to convince them that they should pay your price or go with your version of the product instead of the competitor’s.
“Everyone knows about life insurance, and most of us need it. The question is do you have this protection for your family and are you paying the right price. If you have 15 minutes, I can review your current policy to ensure you have the best protection.”
3.Proof is limited to social proof
Testimonials and reviews have marginal value, in my opinion, unless you have an overwhelming online presence.
Instead, focus on case study proof – examples and stories of clients you’ve helped. This appeals to the logical, intuitive nature of your prospect’s decision-making process.
“I just got off the phone with a new client. He was flabbergasted by the potential cost of his funeral and putting that unnecessary cost on his family. Here’s an example…”
4. People get tired of your follow-up.
Your prospect’s tolerance for your follow up is all in how you do it.
Pestering – “Did you read my last email?” – is always irritating.
But, purposeful and valuable follow up is appreciated as their need grows, evolves, or gathers “household” support. Make sure your follow up always has a purpose, informs, and calls them to take the next action.
“I just saw this on AARP: [include raw web link]. I thought you might find it interesting. Let me know if you want to schedule a time to talk through this.”
5. Being afraid of “no.”
Fear has two natural responses – fight or flight.
Salespeople have the same default response to their fear of “no.” They either get aggressive or let folks off the hook at the first sign of push back.
Instead, listen, be respectful, and open a path for a future conversation.
Simply saying something like, “oh, I know what it is to be busy and get caught out of the blue. Is it okay if I follow up with you in a couple of weeks?”
Most of the time you’ll get a, “Sure.”
This gives you the opportunity to send a follow-up email, and this time schedule an appointment.
Start thinking about how to grow a healthy long-term sales pipeline. Stop using tactics that just churn through your leads – frustrating prospects and triggering them to ask you to put them on your Do Not Call list.
Instead, adjust your sales scripts to focus on your prospect’s perspective, why they need you and your product, as well as keeping them (willingly) in your sales pipeline and open to a future conversation.
This new approach to writing and delivering sales scripts takes some practice. Unwinding your current warrior sales training will take some time.
One of the best ways to get the practice you need, and pick up a few deals along the way, is with affordable, aged leads from the AgedLeadStore.com.
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