In this blog post, I will make it incredibly clear how to create a sales script. These steps will not only make creating a sales script easy, but also make selling easier and immediately improve your sales results.

 

1. Creating the open and introduction

The introduction is something that most people don’t need help with when trying to figure out how to create a sales script. But one small recommendation I make is to skip the question of “How are you doing today?”

I get a lot of cold calls, and they all open with this question. And when you have someone calling you that you don’t know and they ask you this question, not only is it an empty gesture, but it flags the caller as a pesky salesperson who is calling to try to sell something.

With that, I recommend replacing that question with “Did I catch you in the middle of anything?” Here is what that might look like in your sales script:

Hi Tom, this is Michael Halper, I am calling from SalesScripter. Did I catch you in the middle of anything?

 

2. Share your value proposition

After you confirm the prospect is not in the middle of something, you can share your value proposition by saying something like:

The reason for the call is that we help businesses to: Increase sales results by optimizing how their sales teams communicate.

 

3. Use a sales takeaway in your sales script

An optional step in this process for how to create a sales script is to use a sales takeaway after you share your value proposition. An example of this would be to say something like:

But I do not know if you are a fit with what we do or not, that is why I was calling with a question or two.

This is extremely effective at decreasing the prospect’s guardedness because it lets them know you are not a pesky salesperson who is going to try to push a product on them.

 

4. Good questions are the centerpiece of your sales script

After the sales takeaway, you can transition to asking a few questions. We break questions into two categories: 1) pain questions and 2) current state questions.

 

Pain Questions

These are questions that probe for challenges and areas where there is room for improvement.

  • How do you feel about how your reps are doing with knowing what to say and ask?
  • How do you feel about the time it takes to get sales reps ramped up and producing?
  • Do you feel like you are getting the most out of your reps?

 

Current State Questions

These are questions that gather details about what the prospect is doing in the area where your product fits.

  • Do you provide sales training to your sales staff?
  • Do you use any type of sales methodology?
  • Do you provide any type of sales script or sales playbook to your reps?
  • Do you have a new hire onboarding training program? How many sales reps do you have?

 

5. Create some FUD – fear, uncertainty, and doubt

An ideal scenario would be for your questions to uncover areas where there is room for improvement and pain points. But if all of the answers come back that the prospect is doing well, you can try to create a little fear, uncertainty, and doubt by sharing the pain points your product helps with by saying something like:

Well, it sounds like you all are doing well. But a lot of businesses we work with have:

  • Sales reps are not generating enough leads
  • Difficult to get reps saying the right things
  • Takes time to get reps trained and performing
  • Too many underperforming reps
  • Sales staff turnover is expensive

Are you concerned about any of those areas?

 

6. Introduce your product and company toward the end of the sales script

An interesting thing about this process for how to create a sales script is that we have not even talked about what we sell. That is on purpose because we have focused the first half of the call or meeting on the prospect, trying to find areas where there is room for improvement. If you are able to do that, you can then introduce your product and company as a solution to the prospect’s needs by saying something like:

Well, it might make sense to talk more because that is the type of thing we help with. As I mentioned, I am with SalesScripter, and we provide a sales system that includes a software platform that helps salespeople to always know the best thing to say and ask.

 

7. Share a customer example

A really nice, yet optional step, is to share a customer example right after you introduce your product and company by saying something like:

  • An example of how this has helped is that we worked with TigerTech, and their sales reps were not generating enough leads.
  • We solved that with our SMART Sales System, and this helped to improve how the reps were communicating.
  • This ultimately increased lead generation by 20% and total revenue by 10%.

 

8. Close the prospect on the next step of the sales process at the end of the sales script

After all of that, it is time to close the prospect. And we are not trying to get them to purchase or sign up. All we are doing is trying to close the prospect on the next step of the sales process, which is to simply talk more in the form of an appointment, call, or meeting. You can do that by saying:

But I have called you out of the blue, and I don’t know if this is the best time to discuss this.
Are you available for a brief call where we can learn more about what you are doing today and share some examples of how we have helped other businesses like yours to improve how their reps are performing?

We hope this helps you with how to create a sales script!