You know when you get a call, and the only impression you get is that you're talking to a robot? Well, this usually happens when a sales script is being followed!
But today, the way we sell and communicate has changed, and today what counts most in a sale is the customer experience.
This starts from the beginning, from the first contact with your customer, where a connection is created and he feels comfortable listening to what you have to say.
But how can a pre seller or salesperson offer and talk about their product without a script? The big issue here is not that you don't have a script, but that you use it as a guide, and not something that you have to follow to the letter.
After all, the connection created with the prospect comes from a genuine conversation, where he understands that you are there to help, understand what he is really looking for and that you are willing to really listen.
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But how do I do this? In this blog post I will show you how!
However, before we talk about how you're going to turn your script into a guide, I want to explain a little bit about the downsides of following a sales script to the letter.
Downsides of Following a Sales Script
Unfortunately, when following a script, the salesperson ends up missing some important points in the conversation, and fails to do things like creating Rapport or applying techniques such as active listening.
Most of the time, conversations carried out following 100% of the script suffer from the following problems:
- Highly robotic conversations;
- Little credibility and low quality in collecting information;
- The salesperson, being stuck in the sales script, loses the ability to sidestep objections.
In this way, all these points bring discomfort to the prospect on the other end of the line, increasing the chances that he will not be attracted by your product or service.
Positives of not getting stuck in the Sales Script
On the other hand, once you start using the sales script as a guide, something you rely on to collect the necessary information, there are several beneficial points that will facilitate the achievement of customer trust and, consequently, the realization of the sale.
Once you move from just having ready-made questions to having a genuine conversation with your prospect, you achieve the following benefits:
- It brings greater credibility to the conversation;
- Gains a higher level of interest, increasing your prospect's confidence to open up the information you want;
- Greater preparation for overcoming objections.
With these points, the prospect feels that you are not “waiting to ask the next question” but are actually understanding what he is talking about and willing to find the best alternative to help him.
In the end, what does it take to turn my script into a guide?
The first point for this to happen is you have a great command of your product, as this will be essential to ask the right questions, another point is to start asking open questions, which will not culminate in a yes or no answer.
This gives the prospect freedom to open up, and during this process, the information you need will be spontaneously told. That's why it's also essential to let the customer talk more.
According to a study that analyzed 25,537 sales conversations using AI, it was found that the best B2B salespeople speak 43% of the time (on average) and allow the prospect to speak 57% of the time (on average).
Closed Sale Script Example
Seller: Good morning, can I talk to you?
Customer: Yes
Seller: Mr. (a), the reason for my contact is to inform you that our bank makes available to you a credit line under SPECIAL CONDITIONS.
We offer one of the lowest interest rates on the market and extended terms, for your convenience and peace of mind for payment.
Can I make a simulation now about available loan amounts, rates and terms?
Customer: Yes
If the customer says yes – Check the line to be offered and complete the process.
Customer: No
If the customer says no – End of call.
It is possible to notice two very striking points in the process above, namely:
- It was not verified whether the prospect was interested in the product, and after confirming the name, a series of information has already been made available, without even validating whether the prospect is available to speak at the time;
- Fast closure of the connection after negative, without the possibility of bypassing objections.
Sales script example as guide
Seller: Good morning, can I talk to you?
Customer: Yes.
Seller: Are you okay, Mr.(a)? I'm getting in touch, as we've done an evaluation on your registration and we have some new conditions to show you, would you have a few minutes to talk about it?
Customer: Yes
Seller: Maravilha So-and-so, has been released in your name, some lines of credit with very special conditions, and I want to understand from you, how is your current condition?
Client: Currently my situation is quite stable, to be honest I have no interest in getting credit lines at the moment, I don't see the need.
Seller: Got it, and I'm glad the situation is stable.
Let me ask you, I have usually been serving clients who are in situations similar to yours *address situations*, and ended up becoming interested in the special conditions to carry out some projects such as renovations or investments in the company.
Taking advantage of the favorable situation, do you believe that this would fit into any of your current projects?
Client: Actually, it fits, I'm finishing the renovation of my company, and it might be interesting to check the conditions you have to offer me!
Seller: Follows the conversation by presenting plans and conditions.
In this case, it is possible to see other points in the process above, namely:
- Seller validates the possibility of conversation at the beginning;
- Seller manages to get around the “objection” of lack of customer interest;
- Customer feels comfortable thinking and evaluating scenarios, seeing that the salesperson is not pushing anything, but rather trying to understand their current scenario.
Conclusion
Another important point is that you do a good pre-call study and get to know your prospect better. That way, you can ask more assertive questions and build rapport more easily, as the prospect will see that you really know about the subject and their company, and not just another salesperson trying to push a sale.
Therefore, when putting together your sales pitch, keep in mind that you are there to understand what your customer needs and not just to sell your product to him, be willing to listen, use methodologies such as Spin Selling, Bent Sales or GPCTBA C&I to ask the right questions at the right time.
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Source: https://businessworld.com.pk/