There’s a great adage that anyone involved in sales should be aware of: selling isn’t telling. If someone wanted to simply be told about a product’s features or why he or she should buy from your company, that person could just go read your website. The beauty of a sales call is that it gives the salesperson an opportunity to listen and provide feedback and consultation beyond the standard messaging provided to the public at large. Great inside sales scripts should empower your inside sales team to do just that – help them be good listeners instead of just great readers. Here are three areas to keep in mind when creating and training reps on your next inside sales scripts.
It’s About the Prospect – Not the Product
The first and most important thing to remember when developing inside sales scripts is this: you have to address “what’s in it for me?” (WIIFM) from the prospect’s perspective. Nobody enjoys the aggressive blowhard at a party who brags too long and too loudly about him or herself. That person likely ends up in the corner alone – or worse, chasing down people all evening who clearly don’t want to be bothered. Don’t be the inside sales equivalent of that guy or gal. Instead you should ensure that you show signs of interest in the challenges your prospect is facing– show them you are interested.
Great inside sales scripts opener helps you succinctly give information about who you are and why you are calling, and then opens up the conversation to focus on the needs of the prospect through asking the right questions. These questions help uncover what you should share to help the prospect understand WIIFM.
It’s About Listening – Not Talking
Mike Brooks, Mr. Inside Sales, has a great blog post about a magic button on your phone that can help you become a better sales person. Any guess what that button may be? It’s the mute button. Why is i
t so magical? Because it can stop you from inadvertently talking yourself out of a sale. It forces you to be quiet and listen.
A great sales script has questions that help you uncover information about your prospect and his or her needs. What good are those questions, though, if you don’t pause to let your prospect fully answer? Mike points out th
at by using the mute button after posing a question, you give the prospect time to elaborate before you jump back in with your next question or answer.
Here are three scenarios where he recommends using the magic mute button:
- When asking about the prospect’s current vendor. Press mute after you ask about their current vendor to allow them time to elaborate.
- After providing pricing information and a related follow up question (ex: “how does that fit in your budget?”). Press mute to give them time to answer and provide feedback that lets you know how that answer landed with them.
- After asking a prospect to elaborate when they’ve give you an objection (ask them to clarify, for other questions, etc., then hit mute). Press mute after asking for clarification to let him or her more fully explain the objection.
By forcing yourself to listen instead of trying to fill dead air while your prospect formulates a response, you can uncover more details that makes your job of selling a lot easier.
It’s About Guiding Conversations – Not Forcing Them
Finally, the purpose of a sales script isn’t simply to provide a set of words that every rep must say on a sales call. A script isn’t a magic incantation that secures a sale when said correctly. No, a script is a powerful tool that helps a well-trained sales rep masterfully guide an interested prospect to purchase. A great script should help your inside sales people listen by incorporating the right questions. It should help reps consult and advise by providing answers to potential questions and objections prospects may have.
It’s important that sales managers spend time training new hires and role-play while using sales scripts. Sales managers should also take time to perform quality assurance by listening in on sales reps – how well are they performing with the script? Do they take time to stop and really listen before they respond to questions? Are they just reading? Figure out if it’s time to do a refresher with reps on using scripts as a sales tool and not a sales crutch.
As you work with your sales reps and their use of scripts, reinforce this idea with them: reading aloud is for bedtime stories. You don’t want to put your prospects to sleep. You want them to take action.
Put the 3 Sales Script Tips to Work
As we’ve uncovered, getting the most out of a script really relies on several things: 1) getting the message right, 2) adding in opportunities that generate feedback, and 3) training salespeople on how to effectively use a script to make more sales. While #1 takes a talented script writer, #2 & #3 are enhanced by both training and technology. Start a free trial of VanillaSoft today to discover how logical branch scripting and record and monitor features can help you elevate your use of scripts with your inside sales team.