As a small business owner, you may have strong feelings about sales scripts – strong negative feelings. It’s true: the term “sales script” makes many an entrepreneur (and even employees) shudder with disgust.
Sales scripts have written themselves a bad rap sheet – the robotic, phony, and contrived responses of telemarketers and commercial customer service reps come to mind. However, sales scripts still play an important role in the success of numerous businesses, both large and small. Though you may be tempted to turn up your nose at the thought of incorporating them into your own business, now might be a great time to embrace the benefits that sales scripts can bring to your business sales process.
Here are 4 arguments for incorporating sales scripts into your day-to-day sales process.
1. Sales scripts allow you to maintain consistency in your message.
Consistency is important: it’s what drives your business in a successful direction and keeps your clients returning to you instead of checking out your competitors.
By training your team to use a sales script, you ensure everyone is following the same protocols, making the same promises (that you are able to honor), and selling the same message. In essence, you’re not only locking down what your workers are saying; you’re ensuring consistency within your own brand.
It’s important to note that the term “sales script” doesn’t mean you shouldn’t allow your team to go a bit “off script” to make a sale. Sales scripts shouldn’t be used to replace your people’s individual strengths or personalities. Instead, they should be used as a tool to help lead the sales process and empower your employees to be prepared for an array of circumstances and questions.
2. Sales scripts inspire improved lead generation.
When your sales team is prepared and already has an idea of what they’re going to say, they open the door for stronger engagement with potential clients. These positive encounters lead to second meetings, more professionalism, and ultimately, higher conversion rates.
A common misconception about sales scripts is that they cause the salesperson to over-talk. However, the opposite is true: solid sales scripts make your team better at being good listeners. If your team already has responses memorized and ready to share, they’ll be more intent on listening to exactly what questions or concerns a lead raises during their conversation, thus paving the way for a stronger relationship and successive sale.
3. Sales scripts overcome common objections early.
It can’t be said enough: being prepared for everything is the key to closing the deal. When your salespeople are trained to know what objections potential customers might make, they can have perfectly-matched responses ready.
4. Sales scripts are easy to revise and update.
As your business expands and your internal policies or offerings change, your sales script should obviously change, too. If you’ve already made a script, you won’t be working from scratch – simply update your current one.
Asking your team to re-learn the script shouldn’t be an issue, either. The general gist will ideally remain the same and only portions of it will change, likely based on new information you’ve learned through experience, new products or services you offer, and so on.
No matter your previous views on sales scripts, it’s clear that they can be an invaluable tool for your sales force by maintaining your message and fully preparing your team. Now you have to ask yourself: will you incorporate sales scripts into your sales process?
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