Sales
5 min read

Why You Need Sales Scripts

Published on
September 20, 2023
Why You Need Sales Scripts
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The infamous sales scripts are notorious for leaving a bad taste in people's mouths. When people think of sales scripts, they think of a salesperson reading a piece of paper in a monotone, robotic-like voice. And let's face it, we’ve all experienced the agonizing dismay of a poorly trained salesperson reading a poorly written script.

Unfortunately, we are putting our hate and distrust into the wrong thing—sales scripts are not to blame.

The truth of the matter is that a business has to have a sales script to make sales. Every organization has created scripts at some point, and if they haven't, they aren't growing.

A script is ONLY effective if you have good training, messaging, and practice.

Training

A good script is great, but it's important to have guidance on how to read a script. Salespeople should be shown how to infuse energy and confidence into their delivery while following the script. With proper training, a script becomes a powerful tool to enhance sales conversations.

Messaging

Messaging within a script is crucial. It needs to sound natural and conversational, engaging the prospect in a meaningful way. Here's an example of bad messaging for a cold call:

Hello there! I hope you're doing well. My name is Matthew Terry with ABC Enterprises. We've developed advanced solutions using the latest technology to boost your efficiency and productivity. With our comprehensive range of offerings, you can take your business to new heights of success. We understand the challenges you face, and we're dedicated to providing the best assistance possible. Your satisfaction is our top priority, and we'll go above and beyond to ensure a smooth experience. Would you like to set up a meeting to learn more?

Without getting too far into script excellence we see right off that bat this is way to long! On a cold call you only have around 4 seconds to get someones attention, if you keep droning on and on you'll get hung up on. Secondly, this script isn't a conversational and it doesn't sound natural. You have to create scripts that sound natural, like you're having a conversation with a friend. Here's an example of a great script:

Hey Judy, This is Matt Terry with ABC Enterprises. I'm sorry for calling out the blue, how are you doing?

Great. Well I'll be breif here, I'm calling to set up a meeting between yourself and my team. Long story short about ABC is that we've developed advanced solutions using the latest technology to boost your efficiency and productivity! Do you all see productivity relating to business excellence?

This script engages and invites the other person into the conversation.

With well-crafted messaging, a script can provide a framework for effective communication and guide salespeople in conveying key information persuasively.

Practice

Practice. Practice. Practice. A sales rep must be able to read a script without sounding scripted. Ideally, they should strive to internalize the script, allowing them to adapt and deliver it naturally according to their own speaking style. Regular practice sessions help refine the delivery, ensuring that the script becomes a valuable tool rather than a hindrance.

So why do you need sales scripts? Well, scripts are crucial for:

Onboarding: When new sales team members join, having a script helps them quickly grasp the essential talking points and value propositions of the product or service. It streamlines the onboarding process and sets them up for success from the start.

Consistency: Sales scripts ensure consistency in messaging across the team. When everyone follows the same script, it creates a cohesive brand image and ensures that key information is consistently communicated to prospects. This consistency builds trust and credibility.

Collaboration: Sales scripts serve as a common language for collaboration. Team members can share feedback, insights, and strategies based on their experiences with the script. It fosters a collaborative environment where best practices are identified and shared, leading to continuous improvement.

All in all, Good Scripts = Good results. If someone told you exactly what to say to close deals, why wouldn't you say exactly that in every. single. conversation? A well-crafted script, combined with proper training and practice, empowers salespeople to deliver consistent, persuasive, and effective sales conversations that drive positive results for the business. It's not about being robotic; it's about having a valuable tool that enhances the sales process and maximizes success.

Happy selling!

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