Inside Sales Scripts: 3 Tips for Using Them Effectively
Take a look at the inside sales script your team uses. Does it contain a laundry list of “things to tell” or is it full of qualifying questions that help reps sell? Sales call scripts that help reps uncover pain points during discovery calls and determine if a prospect is a good fit are pure gold.
However, a terrific script alone isn’t enough. You’ve got to ensure your team understands how to use cold call scripts effectively. Great scripts should empower your inside sales professionals to be good listeners, not just good readers. When used effectively inside sales scripts help salespeople build rapport with decision-makers and bring consistency to the sales process.
Here are three areas to keep in mind when creating scripts and training reps using them.
Inside Sales Scripts Should Focus on the Prospect, Not the Product
The 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 don’t want to be bothered. Don’t allow your script to make your reps sound like the inside sales equivalents of that idiot. Instead, your script should help reps focus on what is most important to the people whom they’re calling.
Remember this saying: selling isn’t telling as you read through your script. If you are telling prospect more things than you’re asking them about, you should carefully consider making some changes.
Inside Sales Script Should Prompt Reps to Listen More Than They Talk
Mike Brooks, Mr. Inside Sales, has a great blog post about a magic button on your phone that can help you become a better salesperson. Any guesses what that button is?
It’s the mute button. Why is it so magical? Because it can stop you from accidentally 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 contact fully answer?
Mike points out that 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 the contact time to answer and provide feedback. This action lets you know how that answer landed with the prospect.
- 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 contact more fully explain the objection.
When you force 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.
The Best Inside Sales Scripts Guide Conversations – Not Force Them
Finally, the purpose of a sales script isn’t merely 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 team listen by incorporating the right questions. It should help reps consult and advise by providing answers to potential product or service questions, as well as objections your prospects may have.
Managers should spend time during sales training programs with new hires to role-play while using sales scripts. Additionally, sales managers should take time to perform quality assurance checks by listening in on sales rep calls – how well are they performing with the script?
- Do they give prospects a chance to respond to questions?
- Are they listening before they respond to prospects’ 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. Remember to 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 relies on several things. First, you have to get the message right. Second, you need to learn how to listen and ask follow-up questions that generate feedback. Third, you must train salespeople on how to effectively use a script to make more sales.
While tip one requires a talented scriptwriter, points two and three are enhanced by both training and technology.