A guide to sales scripts in consultative selling

How to create effective sales scripts?

Firstly, you should always start with customer pain points.

Taking all of this into account, there are a few essentials that every sales script needs:

  • Value statements, for example: “Our product delivers X for companies such as yourselves; we help our clients achieve Y% growth”
  • Social proof: “We work with other clients in your sector, of a similar size, who are all facing the same challenges, such as [name a client they should have heard of].”
  • Pain point qualifying questions. These are essential, and in many ways the most useful aspect of a sales script. Unless your team knows the questions to ask, qualifying leads is always going to be a challenge; so having a bank of these ready in a sales script can ensure the right questions are asked in the right sequence (or when a prospect statement prompts a question to be asked):
  • What problem are you trying to solve?
  • Why are you trying to solve it, or why is the solution so important?
  • Is there an urgency to finding a solution?
  • Have you already tried a solution [or another provider], and if so, why didn’t it work?
  • What happens if no solution is found?
  • Could this have a personal impact on your career, or career advancement?
  • Do you have a budget for this solution?
  • What sort of timescale are you looking at for implementation?
  • Who would you need to convince to sign-off on this?
  • How can I help you convince them?
  • What is a solution going to be worth (e.g. ROI)?
  • Based on what we’ve talked about so far, does our solution solve this problem for you?
  • Tell me about those who will be using this and how this could impact their average workloads?

How to use listening in sales scripts?

Actively listen, make notes, and use this active listening to accurately move the conversation along. For example, if a prospect is talking about price, tackle that issue with them. There is no point putting that issue off and talking about features and value when a prospect wants to know what it’s going to cost them.

  • Value statements;
  • Social proof;
  • Qualifying questions;

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