The key to writing sales scripts tailored to different buyer personas is to create talking points that trigger interest on the prospect’s side.
Only Need to Trigger a Little Interest
One thing to keep in mind here is that you do not need to create enough interest to fully sell the product. You only need to create enough interest to move the prospect to the next stage of your sales process.
If you are creating sales scripts for cold calling and don’t sell a “one call close” product, your next step may be to schedule an appointment or get the prospect to a sort of event or meeting. As a result, you need to keep in mind that you only need to create enough intrigue and curiosity so that the sales prospect says “yes” to the next step when you go for your close.
Don’t Go Into Deep Product and Company Details
Many salespeople focus on talking about their company and products in their sales scripts to build interest. Some amount of details about the company you work for and what your products do are important in your sales pitch.
But don’t go into too much detail in your sales pitch for a couple of reasons. First, you don’t have much time to work with. And also, remember that we don’t need to build the interest to a level where they buy. We just need to get them to agree to move forward to the next step.
You also may want to minimize the product and company details when writing sales scripts because talking too much in this area can make you sound like a salesperson trying to sell something, and this can trigger some guardedness on your prospect’s side.
More Powerful Ways to Create Interest
Here are some other ways you can focus your pitch to trigger interest when tailoring it for different buyer personas.
Share a Client Example
One of the most efficient ways to not only build interest but also communicate how you can help is to share an example of how you have helped another client. And if we get back to the goal of creating sales scripts aligned with a particular buyer persona, you might build out different client examples.
You can create client examples that fall into the same industry, company size, client situation (problem/need to be resolved), etc., and then pick the example that best matches or is most effective at building interest when talking with a particular buyer persona.
Discuss the Impacts of Doing Nothing
One way to build interest is to discuss what happens if the prospect does nothing and stays with the status quo. Since you are always competing against this option, it can help you to build interest in communicating what that path might look like.
The impacts or concerns of doing nothing will likely differ for the different buyer personas you talk with, so writing sales scripts that discuss the impacts that are unique to each buyer persona.
