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Sales Scripts: Write Them So You Don’t Have To Use Them


Sales people have to be able to think on the fly…to ad lib as naturally as anyone in any profession.  The more knowledge you have, the better a salesperson you will be.  A good salesperson is seen as a resource by the client and the only way that will happen is answer any questions or objection as confidently and expertly as possible.

However, we are all human and knowing everything about everything is just not feasible.  Computers have instant access to acquired data…people do not.  It would be nice to be able to have total recall, but then there wouldn’t be any salespeople.  Instead, we would be drowning in an ocean of over-qualified trivia game show contestants, all swimming towards the island of television immortality.  Okay, perhaps that was a bit too overly dramatic for a metaphor, but you get the point.  Instead, we have to either rely on writing things down or memorization.

Undoubtedly, facing objections is one of the most difficult aspects of sales.  A key element is knowing how to counter the objection, but as I mentioned before, you can’t memorize everything.  If you are on the phone, the best thing to do is to write it down.  Start by keeping a log over the course of a few weeks of all the different objections you are presented by your prospects and clients.  After a while, you will begin to see repetition with the answers.  The person on the other end of the phone doesn’t have time to come up with witty answers to confuse you.  In may cases it will be based on either cost, time or not a perceived need as you have presented it.

Gather the top three objections and, taking one at a time, begin to write down what you would say to deal with the objection.  Look at it from the client’s point of view.  If it’s budget, then take some time to do the math and truly come up with a TCO, (Total Cost of Ownership).  Many times people have a tendency to simply look at what it will cost right now and not at the true value of what your product brings to the table over time.

Once you have the outline of the response to the objection, begin to flesh it out and make it more conversational.  Start by confirming you understand the client’s concern and then present you case.  Make sure it is as well-written as you can make it.  Edit it and at this point it’s not a bad idea to have someone else look it over as you may have missed a point you wanted to make.  Once you’re satisfied with it, look at it because you will never use the script.

Seriously.

Listening to someone read off of a script on the phone is a sure way to completely lose the interest of the person on the other phone.  You will get more hangups.  If you leave a message using a script you will never get a call back.  Nothing…is…worse…than…trudging…down…the…path…of…uncaring…robotic…mumblings.

Your script, however, has a very necessary function.  Take the main points you have written and create 2-3 bullet points.  Sometimes a single word per point is all you need.  Give the list a title, such as, “Too Expensive Objection” and keep it by your desk.  The next time you are faced with the objection you can simply counter by using the list you have created.  Since you have worked so hard to develop these points the conversation from you will seem natural.  Your rebuttal will be taken more seriously and you will be more likely to take the relationship to the next stage of the sales process.

Go back and repeat for the remaining two objections.

Always keep your ears open to objections you need to address and updates you need to make to ensure your points match the objection.  This is meant to be a fluid process and if you stay on top of it you will find yourself successfully managing the conversations.

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