Here is an 8-step process for how to write a sales script. These steps will not only make creating a sales script incredibly easy, but they will also make selling easy and make you a much better salesperson.
TDLR
Here are six steps we go through when showing you how to write a sales script.
- Outline key product details
- Identify the target audience
- Brainstorm improvements offered
- Create a list of pain points
- Create a list of questions to ask
- Create a customer example
If you go through those steps, it will be incredibly easy to create a very effective and easy-to-use sales script.
Step 1: Outline key product details
The first step in creating a sales script is to outline key product details that we should share. We don’t need the full explanation of what the product is and does, but a good list of features and high-level functionality would be good.
It is also good to include details of how the product is different or better, or any bragging points for the company as a whole. If the product and company are better, we want to make sure that is in your sales script.
Step 2: Identify the target audience
The second step in our process for how to write a sales script is to identify the target audience you will be communicating with and trying to sell to. You can certainly just create a script that works for everybody, but if you sell to a specific type of buyer, determining that here can help fine-tune what we create next so you have a laser-focused sales pitch and hit all the key hot buttons.
Step 3: Brainstorm the main improvements offered by the product
Next, stop to think about how the product and all of the features you outlined will help the target audience you are communicating with and trying to sell to. Think about how the improvements your product can make in terms of making things work better, decreasing time, reducing costs, etc.
Step 4: Create a list of pain points
To create an attention-grabbing sales script, we want to talk about the pain points we can help eliminate. To do that, we need to create a list of problems, challenges, or concerns that our product helps alleviate.
A small trick here is to look at the improvements we created on the previous step, and typically, for each improvement our product creates, there is a problem or issue that is resolved. With that, for each improvement, try to create a problem that is fixed.
Step 5: Create a list of questions to ask
The key to writing a good sales script is crafting effective questions. Try to create a good list of questions, and that will become the central piece of the sales script.
To help with this, we can look back at the pain points we just created and create questions to see if the prospect has those concerns. You can go through the list of pain points and create a question for each area that asks the prospect how things are going.
Step 6: Create a story of a customer to share
The last step is to create a short story of a current or past customer to share. This will not only help build interest and establish credibility, but also explain how your product works and what exactly you sell.
You don’t need to create a story that goes into all of the details. Just a high-level summary of why they purchased from you and how you helped them.
Creating Your Sales Script
Once you have all of those talking points, you can very easily put all of that together into a sales script.
Call Introduction
Hi Tom, this is Michael Halper, I am calling from Office Supplies Pros.
Did I catch you in the middle of anything?
Value Proposition
The reason for the call is that we help businesses to reduce their costs for office supplies.
But I don’t know if we can help you in the same way.
Pain Questions
- How important is it to simplify ordering office supplies?
- How much of a priority is it to find new areas to cut costs?
- How important is it to quickly receive deliveries of office supplies?
Current State Questions
- Who are you purchasing office supplies from?
- How long have you been purchasing from them?
- How is everything going?
- What are some of the things you like about what they provide?
- What are some things that you think could be better?
- When was the last time you considered making a change for purchasing office supplies?
- How many offices do you currently have?
- How many employees do you have?
Common Problems and Pain Points
Well, it sounds like you all are doing pretty well. Before I let you go, a lot of businesses we work with have challenges with:
- Always need to find ways to decrease costs
- Time-consuming to order office supplies
- Ordering from many different vendors
- Deliveries can be slow and inconsistent
Are you concerned about any of those areas?
Product and Company Introduction
Well, based on what you shared, it might make sense to talk more because we provide:
- Full catalog of office supplies
- Printers and photocopiers
- Free same-day delivery
Some ways we differ:
- You will get a dedicated account manager
- We do not charge shipping
- You can talk to a human when you need something
Customer Example
- We worked with Auto Parts Plus.
- They needed to find additional cost savings.
- We helped to do that by becoming their sole vendor for office supplies.
- This helped them to decrease office supplies costs by 15%.
- We also decreased the time they spent ordering and waiting for deliveries.
Close for the Next Step in the Sales Process
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 to learn more about you and discuss how we are helping businesses to reduce costs?
We hope this helps you with how to write a sales script!
