Sales Scripts: Top Tips for Scripts That Get Bigger Deals

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How do you create successful sales scripts? Effective sales scripts use an outline or logical branch scripting, get to the point quickly, make it natural, stop asking how they’re doing, offer the right information, & create a rapport. Share your success with others to help them excel with scripting.


Want to write sales scripts that get new deals and more revenue for you and your company?

The right sales pitch can mean the difference between a successful call and a dead end. With cold calling only resulting in a sale about 2% of the time, it’s important to put your best foot forward and use a script that will turn into profit.

That’s why we’ve laid out some of the most useful tools when it comes to writing your next sales pitch. Read on to learn more.

Use an Outline or Logical Branch Scripting

So, you’ve decided to follow a script as part of your sales process.hat’s a smart idea. However, scripts are linear. Calls don’t always follow that linear nature.

When you’re making calls to qualified prospects, consider having an outline handy that hits the various topics you want to cover in case things get off track. A solid outline can help you remain fluid and at ease with what you’re discussing.

A solid #sales script outline can help you remain fluid and at ease with what you're discussing. Click To Tweet

While an outline can give you a little more freedom to speak organically about what you’re selling, logical branch scripting software is even better. Logical branch scripting helps you to stay on-message while allowing the conversation to flow naturally and meet the prospect’s needs. This type of software can also help you handle objections more effectively.

Regardless of which tool you opt for, always take time to practice your script so that it’s more of a guide than a crutch for your sales and appointment setting calls.

Get to the Point Quickly

When you’re cold calling, you don’t know what situation your potential customers will be in. You may have caught them at an inconvenient time, and nothing will frustrate them more than a long-winded, drawn-out introduction.

Many sales professionals say it’s essential to convey who you are and why you’re calling, but it’s important to cut to the chase to save time and avoid irritating your prospect.

Consider introducing yourself, explain what company you’re calling from and what the purpose of your call is. Getting this information out will allow you to move on to how you can help the potential client and solve a problem they might be having.

Should you skip the introduction? Expert Benjamin Dennehy says yes.

Listen to the full episode here.

Make It Natural

As you’re writing your script, you want to make it conversational. Doing that is easier said than done; it’s challenging to translate natural conversation into a written script on a page or screen.

Here’s a tip for writing more natural-sounding scripts —record what you and your sales team usually say when speaking with prospects on the phone. Listen for commonalities among the deliveries of your best salespeople and transcribe them. This approach can help you put together an engaging, personable script for your entire team to use with your brand’s target audience.

Stop Asking How They’re Doing

Almost every sales call starts with the same question; “How are you?” Stop asking. It immediately signals “sales call” to your potential client. People have been programmed to expect this intro from anyone and everyone trying to sell a product.

When you lead with this query, you’re catching the call recipients off guard and asking them to reveal personal information about themselves without even explaining who you are and why you’re calling.

Imagine having a stranger call and ask about your day out of the blue? Why would you want to tell them? Why do they even care, and more importantly, what do they want?

Imagine having a stranger call and ask about your day out of the blue? Why would you want to tell them? #Prospecting #ColdCalling Click To Tweet

A better approach is to begin the call is by cutting to the chase. This more direct approach will help cut out that awkward introduction where your potential customers are having to answer how they’re doing while secretly wondering what’s going on.

Offer the Right Information

As you build out your script, put yourself in your prospects’ shoes. Ask yourself, what information you would want to hear during a call? What would hook you and make you conclude that you need to consider this product or service?

For your cold calling efforts to be successful, call duration —  every minute you can keep a prospect on the phone — counts. You need to keep your customer on the phone long enough to convince them to book an appointment, set a follow-up call, or take another next step toward a purchase.

Your script should include qualifying questions and inquiries to uncover pain points. Map further conversation and selling points as follow-ups to address possible answers.

As you listen and share relevant information about your company, also remember to convey how your company is different and more effective than the competition. Explain to your customer what makes you stand out and why your service is the right choice for them.

Create a Rapport

Creating an authentic rapport can be challenging, especially when reading from a script.

This skill will take practice, and it’s something you should consider adding to your sales training and onboarding programs. The ability to listen to and empathize with your potential customer, while remaining on topic, is critical.

Keep the concept of rapport in mind when you begin writing your script. Is your pitch helping sales reps connect with prospects? Keep in mind there’s a real person on the line with their own set of circumstances and problems.

Share Your Successes

When you have a reference or a referral, you have social proof that can help improve your chances of closing the deal. For example, if one of your loyal customers is a brand leader with similar pain points as your prospect, mention that right away. Even if you can’t refer to your other customers by name, you can describe them and how you helped them solve pain points.

When a prospect knows that a product or service is well liked and used by other reputable companies, it makes it easier for the prospect to trust you. Sharing client success stories and case studies can provide credibility to your company.

When a prospect knows that a product or service is well liked and used by other reputable companies, it makes it easier for the prospect to trust you. #prospecting Click To Tweet

These are the reasons why review sites like Yelp, on the consumer side, and G2 Crowd and Capterra for B2B software services, have taken off. People trust real users, and if you can tell your potential customers about your wins, they’re more likely to hear you out and buy from you.

Write Your New Sales Scripts Today

Now that you have the keys to creating better sales scripts, you can get started on your new pitch. Remember to keep it simple and straightforward, find ways to stand out, relate to the customer and convey who you are and why you’re calling.

Want to super-charge your scripts and empower your sales team with great sales engagement software? Start a VanillaSoft free trial today!

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Darryl Praill

Darryl Praill, Chief Marketing Officer of VanillaSoft, is a high-tech marketing executive with over 25 years’ experience spanning startups, re-starts, consolidations, acquisitions, divestments and IPO’s. He has been widely quoted in the media including television, press, and trade publications. He is a guest lecturer, public speaker, and radio personality and has been featured in numerous podcasts, case studies, and best-selling books.

Praill is a former recipient of the coveted Forty Under 40 Award, and has held senior executive roles in leading companies including Sybase, Cognos (now IBM), webPLAN (now Kinaxis), and CML Emergency Services (now AIRBUS). He has raised over $50 million in venture funding across multiple organizations and consulted with world-class corporations including Salesforce, SAP, and Nielsen. He is a Computer Science graduate from Sheridan College.

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