Following on our previous article on this blog, here are a few more tips for developing a great sales script.
- Set yourself up as an expert. Say phrases like “we specialize in …” or “we are known for …” And, don’t be bashful to name drop current or former clients to help you position your expertise in the minds of your prospects. They are most likely familiar with some of your reputable clients. Also, if someone has referred you, then say so, and use their name.
- Describe your product or service and point out the benefits of your service or product. But, be sure you position the benefits from the prospect’s perspective, and not yours. So, you really need to do your research and understand the industry problems that you are solving with your company’s offerings.
- To use or not to use jargon, that is the question. If industry jargon is well-known by your prospect, certainly use it to show your expertise. But, if you are dealing with someone not familiar with the jargon, then use plain vanilla communication. You need to be sure your prospect understands what you’re talking about. If they don’t, you may hear a click at the other end of the phone. Try filling in your script with a success story you had with another client. Using word pictures will help the prospect to understand what you can do for them.
- And, don’t forget to close the conversation. You need to ask for something. Now, it may not be a sale on the first conversation. All you may want is a meeting, a teleconference, or a personal one-on-one appointment to discuss your products and services further. But, always ask for what you want. The main goal is to introduce yourself and your company. Your prospect needs to get to know you first before they will buy. They may already have a vendor that supplies a similar service. But, you never know the future and something could happen to that supplier.
