In this video, we provide a sales appointment script example for a salesperson selling 401K services. This is actually a current customer check-in and cross-sell appointment because this is a call from a rep with my payroll provider. I have been a customer of this payroll provider for a couple of years, and this rep reached out to schedule a call to discuss tax credits and schedule this sales appointment.


Meeting Opening

I am a firm believer that it is nice to have a little casual conversation at the beginning of a sales appointment before you get into the business at hand. But if you listen to this sales appointment script example, the salesperson tries to have a little casual exchange at the beginning, and it just seems like a cheesy salesperson type of exchange to me.

You can avoid looking like an annoying salesperson and genuinely warm up a conversation with some of these meeting-opener questions:

How is your day going so far?
Where are you based? (if virtual appointment)
[Ask a question regarding the weather, sports, recent current event, etc.] How long have you been working here?
What did you do before this?
Where are you from?
What do you like most about what you do?
I know why I wanted to meet with you.
Is there anything that motivated you to want to meet with me?
[Share agenda for meeting] Does that match up with your expectations for this meeting?
Is there anything in particular that you are hoping to get out of this meeting?
Do you have a hard stop for this meeting?


Current State Questions

The next thing the salesperson did in this sales appointment script example was ask some current state questions:

What is it that you guys do?
When did you start the business?
Are you looking to grow/add employees?
How was revenue growth in 2020/2021?
Are you set up for your retirement outside of your company?

These are decent current state questions, but I think there are better ones and here are some questions that I brainstormed:

Do you currently have a 401K retirement program?
Who are you working with?
What type of plan do you have?
How many employees do you have?
Are you in a contract?
What benefits are you currently providing employees?
What is your employee turnover rate?
When was the last time that you considered options in this area?


Pain Questions

In addition to current state questions, you should also ask pain questions. In this sales appointment script example, the salesperson did not ask any pain questions, and here are some that I came up with for trying to sell 401K services:

How do you feel about your ability to add 401K program?
How important is it for you to decrease your tax exposure?
How much of a priority is it for you to improve recruiting and retainment?


We hope this sales appointment script example gives you some ideas for how to improve your meetings with clients and prospects!