Product sales scripts examples. Ready-made sales scripts: templates for cold calling

Sale by script! Every salesperson sooner or later comes to the realization that he or his colleagues have a certain set of standard blanks that help him to complete transactions more and faster. The main thing is that, having come to the realization that such blanks exist and work, do not get carried away by them so much that you become like a "talking, but poorly thinking head."

• So what are sales scripts?
• Do you need sales scripts?
• Which sales scripts are really necessary, and which ones are used only to save time and effort and do not lead to the sales goal?

I am against sales scripts!
I am generally against templates. I am ready to accept the fact that someone simply cannot survive without scripts. About why this is so, now we'll talk.

What is a sales script?

A sales script is a pre-written script (dialogue, behavior, manager’s response), with the help of which the salesperson convinces the client of the correctness of a particular choice, and this script is more likely to lead the client to a purchase, and the manager to a sale.

In general, the script is in English translated as script or algorithm. This is where the problem lies. However, about it a little later.

Thus, a sales script is a whole algorithm according to which a survey, analysis takes place, a decision is made on one or another continuation of the dialogue. A sales script is not a set of verbal "excuses" or tricks that allow you to so cleverly put the client into a logical impasse that while he mentally gets out of there, you will have time to tell him about your company, about prices, new products and discounts.

Why are there so many consultants with sales scripts?

It is these template blanks "excuses" that consultants sell to you at trainings and seminars under the guise of sales scripts! There are many such "home-made" sellers. At webinars or at face-to-face training parties, they talk about what they call "sales scripts", list them and really confirm with cases that THEIR scripts work. At their get-togethers, like a mantra, they constantly say something like this:

“Trust me, if you are even half as successful as the rest of the people who have gone through this program, you will be very, very happy.”

Today, it is enough to work for a couple of years in an FMCG company with a sales manager, when "senior comrades" will hammer into you the experience of the company accumulated over ten years in six months, and you can easily open your own business to teach others the practice of using "homemade preparations". That's what everyone does!

I am for competition, I am for the opportunity to choose which consultant to listen to and whether to listen to them at all. But I am also in favor of having money, to dispose of it in the best way. Therefore, here is mine short story about why you need someone else's script as much as someone else's pill for someone else's illness.

About sex, multiplicity and sales

Once in a marketing environment, I started one funny, vulgar joke:

Creativity is like an orgasm. Someone tests it for any reason, for someone it is a reward for hard work, and someone only imitates it.

Pavel Chernozubenko

It's the same with sales. There are sellers from God. Such, if they don’t sell, they will definitely lay such a mine of doubt in the buyer that, even having made a purchase from a competitor, the buyer will convince himself for the rest of the time that he did right choice.

And there are others... Do you want to know who the "Others" are? Please read the note to the end - there will be a link to a crazy-accurate portrait of these "others" who should not have been allowed near buyers. Let's go further...

How much do you need a script for those whose sales are “just right” and they experience a marketing orgasm at any price reduction, the announcement of a consumer action by the marketing department, or the appearance of a deaf client on the “horizon”? For them, scripts are like reading "Kama Sutra" before going to bed instead of sex - a manual with countless descriptions of poses and tricks. For them, scripts are a sales surrogate. And it’s not at all that they know a lot or are terribly experienced. The fact is that for them, the practice of doing this business in itself stimulates creativity, well, or an orgasm, if you like, and developed impatience allows you not to use cheat sheets for guessing what to do with the client.

Why do executives and consultants need sales scripts?

In one of the brochures of a consultant with 17 years of sales experience, I found this description of the reasons why sales scripts are worth using:

The main PURPOSE of the sales script is to sell your product or service to the client faster and more likely.

The second purpose of the script is to standardize all successful actions to make it easier for sellers.

And the third purpose of the script is to make it easier for you to train new sellers.

Understandably? Friends, do you see marketing here somewhere? Does anything of what is written say about the goal of marketing to "make sales efforts unnecessary"? Which of the three goals is about customer satisfaction? In my opinion, everything is only about solving the urgent problems of the seller:

• "shove" or "shove";
• simplify management;
• make life easier for the sales manager.

Why pay a large number of salespeople, why hire development coaches for them, if you can put one "experienced" one over them or invite him to training, and who, with the help of scripts, will turn all the managers of the sales department into aces and experts in their field!? It's simple: hiring expensive high-class salespeople is expensive and difficult, it's easier to write scripts for boobies and fight them for not fulfilling them, eavesdropping on the phone as they work them out.

About satisfying a need or about mass marketing

They say that the task of marketing is to satisfy the need of the market. That is, working with a client means, first of all, trying to satisfy his need. If the client is satisfied, he will pay more for it and part with the money easier and faster. That is, in order to break up, you need to get into the soul of the client. It is very difficult to get there, especially if:

• many clients;
• you don't consider yourself an "auto-orgasm" salesperson;
• if the client does not really want to reveal his soul to you.

All these "ifs" are present in the so-called "mass market" (consumer goods, FMCG, HoReCa, etc.). In these markets, for a long time, none of the sellers is satisfied himself and is not able to satisfy the buyer personally. They work with the masses, the crowd. If they shoot, then more and more from ATL, if they work personally, which is more and more:

"Man, what do you want? Don't pass by. We don't have everything in the window"

By the way, the quote above is a typical sales script for a stall merchant, a retail outlet in a busy place, used EVERYWHERE.

There is simply no time to understand what this man wants. It's easier to ask him a question "from the forehead" and if 90 percent pass by - it doesn't matter, the remaining ones will be enough to ensure the required profitability of sales and ensure the revenue plan. The manager does not particularly need to take care of his position - tomorrow he will find a job closer to home and 10 thousand more.

In the market of mass demand, there is no time for sales, they are engaged in servicing transactions and relationships. It was there, at the suggestion of "senior comrades" and consultants, that they flourished: scripts of negotiations, scripts for the work of merchandisers in point of sale, report script, telephone scripts, behavioral scripts. Not because it is necessary, but because it is impossible to survive otherwise. If a manager needs to "serve" 50-70 per month retail outlets, then without "do one, do two, do three and ran on" is simply impossible.

Quantity: contacts, deals, quantitative distribution, number of body movements per unit of time - quantity, at the expense of quality! It is a pity that to the detriment, but it is impossible otherwise - this is how experienced senior comrades are implanted, the idea of ​​template-scripted market behavior is stimulated by the leadership.

About personal selling and about the corporate sector

The other day they reported on the global success of the Russian Helicopters concern. The reason for the success was mentioned, among other things, that we make helicopters exactly to the needs of the customer. Nobody in the world works like that. If you personally work with a client, know his needs and satisfy them accurately and on time, sales scripts are not needed. It's hard to imagine a manager selling helicopters worth billions of dollars to an Arab sheikh on some sort of sales script.

At the same time, it is wonderful to imagine that according to the same sales script, he sells helicopters to the reindeer herders of Chukotka, and according to the same script, helicopter blades for UN operations in the Congo. In each of the above cases, the sale is a personal communication-complex and multi-stage, often with a step back and a revision of positions, an interpersonal and intercorporate dialogue. Did you hear? And now it’s worth returning to the fact that a script is a script or an algorithm.

Selling opinion

A good definition of the process and the concept of "selling" was given by Michael Beng:

"Selling is changing someone's mind about something"

Selling is a change of mind. That is, a person comes to you with some knowledge, personal opinion and feelings, and leaves with yours. But that's not all, in the East, not only the benefits of buying something are valued, but also the buying process itself, when they listen and hear you, take into account what you said and teach.

Thus:

• selling is a dialogue, a two-way street, and not an algorithm with a sequential set of actions or with "homemade";
• selling is to understand that there are no two people with an equal set of feelings, knowledge and experience;
• selling is to understand what can motivate a change of mind, and without such an understanding, even the most "killer" scripting blanks cannot be used;
• selling is knowing that it starts with an analysis of opinions, knowledge and feelings;
• to change an opinion, to tell about a different opinion or about the fallacy of the client's opinion are different things;

So:

1. At the beginning of the sales dialogue, it is impossible to understand where will he go dialogue, since it is impossible to predict the reaction and actions of the client, especially if the client is not personal shopper, and corporate with a multi-stage decision-making system.
2. During the sale process, it may turn out that you simply will not be allowed to apply your sales scripts.
3. Trying to take over a dialogue and turn it into a monologue into which you can insert a script is a mistake. If people wanted to buy "on the machine", then everything would be sold and bought through vending machines.
4. A set of scripts suitable for one, not suitable for another - does not motivate, does not convince. This is as stupid as constantly applying a few poses you like from the Kama Sutra, simply because you have learned them or you really like them.
5. Experienced salesmen hear standard home-made preparations and are able to isolate them from your monologue. Often they just piss off your vee-for-vie. In this case, sales scripts are the way to fail the dialogue!
6. Selling is, if it is an algorithm, then it is very branched with feedback, returning back to the next step. Such an algorithm, even if it can be described in advance, cannot be applied universally, for the same reason that there is no one universal one that can be used everywhere and for the entire computer program.

What do I use

1. The knowledge that is present in the company (for example, about the market, about the product, sales practice) and behavioral scripts are different! The first thing you need to know and use is mandatory. The second is just a reason or a reason for self-development.
2. The sales scripts inherited from "senior comrades", cases of past years, do not work, as people learn, develop, competitors change, market conditions change. Scripts must be described, communicated to managers, but with a comment that this is only my (our) private experience.
3. They say that: "to teach, to give a store of knowledge - this is not enough. You need to teach how to learn." The same is true for sales scripting. To give knowledge and let it go to the client is too little that could be done for managers good leader. Teach the manager how to communicate. Let the salesperson, bringing the client to the deal, does not even understand that he is using some kind of sales scripts.
4. Analyze "flights" .... personally and collectively, not with the aim of (de) motivating, but with the aim of correcting what you have given in the form of scripts and how these scripts are used in practice by managers.
5. Teach managers how to communicate. Teach managers to communicate with a stranger on any topic.
6. Teach and test how a manager can find out the maximum information about his vi-s-vis in a few minutes of dialogue.
7. Sales, like dialogue, do not begin with scripts and not in the meeting room, but in the evening, the day before, when the manager browses the Internet for all the information available to him about the client. First, the client's need, then an attempt to sell something to him.
8. Fire anyone for whom "orgasm" after the sale does not occur in any case. This is a designer, a copywriter, having mastered scripts, can be just someone in the profession. Marketers and salespeople are not like that!

p.s.

Select the script you are interested in, read the article that will tell you why this scenario compiled in this format and how it can be adapted for your company. Then download the template each article has a button/link to download ), upload the Designer's Script in your personal account using the button " Import and start editing.

After saving the changes in the script, you can start calling it. You can do it yourself or entrust employees. To invite employees to the team, just click the " To invite and enter their email address.

An incoming call script, even in an unformatted form, often has every company. This is a set of well-established phrases and expressions that are used by employees "on the machine". Despite the seeming simplicity of incoming calls, managers often lose customers. This happens for various reasons, but always leads to the same result - the company receives less profit and loses enough "warm" customers. In our practice, we have identified several reasons for failures. Read about how to overcome them in an article from a practicing scriptologist and author of more than 250 scripts in various fields.

In most businesses, a 10-15% conversion rate is considered lucky. We had such results at the very beginning. When we first started. However, after developing a phone call script, implementing it into the work of employees and monitoring the use of the script for each call, we managed to increase the conversion of cold calls, up to a seemingly incredible 80%. Over time, this figure dropped to 50%, but this is still a very high conversion rate for cold calls. Do you want to significantly increase the effectiveness of cold calls in your company? Use the recommendations from the B2B basis and download a ready-made cold call script template.

How to work with accounts receivable? How to prevent accounts receivable? Which speech modules to use to prevent or recover receivables? Get answers to these questions and download ready-made scripts. If your company has receivables from customers, this is detrimental to the functioning of the company. There are several ways to remedy the situation. First, you can stop selling concoctions and services without prepayment. But in this case, there is a danger of losing most of the customers. Secondly, you can properly work with customers to avoid the occurrence of accounts receivable or get paid on time. To do this, you need to download ready-made call scripts for prevention and work with debt and implement them in the work of employees.

This script opens a "thematic series". It was created specifically for the sale of halotherapy services. The texts are "universal" and require a little refinement for the specifics of your business. What exactly to change (and whether it is necessary to change at all) - decide for yourself. The script is built taking into account the basic sales stages that can be distinguished in the work of a seller of any product. The article also provides recommendations on working with the script and a description of all stages so that you can comfortably adapt the conversation script to the needs of your company and product. Download a ready-made incoming call script, adapt it to your organization and implement it in the work of employees.

The cold call script was developed to promote information services. technological support partners 1C.

The script is specific and difficult to adapt to other areas. Therefore, for another product, it is better to use any other script suggested above. However, if you are engaged in information and technical support of 1C products, this script is a magic wand! Download it by clicking on the link and below and implement it in the work of employees.

Cold calling goals:
1) Collect information about the client's situation (the version of 1C used, the serving competitor, dissatisfaction with the service)
2) Agree on the next step (sending information, sending an invitation to a webinar, making an appointment)

All presented scripts are made in the .scrd extension and can only be opened in "Script Designer". To open them, you need to go to Personal Area"Script Designer", press the "Import script" button and select the script file in the .scrd format. Register in the sales script builder to start working with the script and get 14 days of unlimited access:

• WebMoney
• mango office
• Youtube

Many small businesses, when selling their goods or services, use scripts - variant scenarios of a conversation with a client, which prescribe what the seller should say depending on the answers or objections of the interlocutor. In some companies, scripts are created on their own, in others they are ordered to professionals. Alexander Shikinov, sales director of Mango Telecom, spoke about how to successfully work with scripts in his column.

39 years old, company sales director "Mango Telecom"- leader Russian market virtual PBX. Graduated from Vladimir State University. In 2001-2010, he worked at Runa (one of the largest players in the field of legal consulting), where he worked his way up from line manager to head of sales. In 2011, he began working at Mango Telecom as the head of the sales department. In his current position since 2013.

Rule one:
the script should be written by a professional

Small companies often face a situation where scripts for sales managers are written not by the person who communicates more with customers, but by the one who knows the product or service better. The result is a not very viable design. Because it is not based on the practice of real negotiations.

It is more expedient to entrust the creation of the script to someone who works directly with customers and knows what these people say when they are approached with a specific proposal, what and how they object, which explanations they will understand and which ones they will not, and so on.

Rule two: the script should help
at all stages of the sale

Whether it is just preparation for the sale (greeting or "diagnostics") or directly offering a product or service. Even at the "low start" - at the very beginning of the conversation - the seller must clearly understand where to start the conversation and what may arouse interest in a particular client.

When working with a script, creating a kind of “client card” containing the most complete information about the client will help. Naturally, the seller must be immediately ready for a quick rejection. And a good script will help answer almost any customer objection that this product or service does not suit him.

Rule three:
the most important thing in a script is how they work with it

If the script was simply handed out to sellers and not explained how to use it, this is the wrong approach. The manager should have a clear understanding that his task is not to learn the lines by heart and give them to the client “on the machine”. The script is a structure, not literature. The script is like a map of the area you need to go through. When the seller simply reads the script to the client, the client feels it.

The script will work effectively only if the manager says himself, "without a piece of paper." That is, at any particular moment, he clearly understands at what stage of the negotiations he is, sees what separates him from the goal, and chooses the words that fit best. Naturally, within the framework of the script's intent.

If the script says “What does not suit you in the current solution?”, And the seller changes the words in this question and asks it a little differently, based on the general style of conversation with a particular client (for example, “What do you not like now?” ) is just good and right.

Rule four:
script execution must be controlled

Unfortunately, over time, sellers begin to move away from the script. The scenario is well known to them, repeated hundreds of times and flies off the teeth. Therefore, it gets a little boring and the illusion appears that the manager already knows the sales technology better than some distant and unknown compiler of the script. And this is where things can go wrong.

Therefore, you must constantly monitor the execution of the script. If you're working with a script builder, it's best to choose one that allows you to match a given conversation script with a recording. So you will immediately understand which fragment of the conversation recording you need to play, and control will take much less time than normal selective listening.

Rule five: a script is a "living organism",
which can and should be corrected

In any script - even purchased from professionals - sooner or later it will be necessary to make changes. If at some point in one of its “branches” the client began to “leave” in 80% of cases, then the script needs to be urgently corrected.

It is desirable to involve ordinary sellers in this work. Those who are "in the field" will help you not to miss important details. In addition, in this way, “salespeople” will also begin to feel their involvement in the process, and then they will not perceive the scripts as something lowered by them from above.

It seems to you that sales scripts are memorized templates that convince you to buy another unnecessary thing. Your product is of high quality and desired by customers, so it easily sells itself. In general, all these scenarios, schemes, plans are long gone. Nobody uses them today.

This is not true. We use them. But do you need sales scripts? Read the article and answer this question for yourself.

What are sales scripts?

This is a script or pre-prepared plan, according to which your communication with the client develops. The result - a person changes his mind about your company and product and accepts your offer.Remember, you are not selling your product or service to a person. Your goal is to help the client solve the problem.

The sales script helps:

• sell more efficiently;
• facilitate the work of the seller by standardizing actions;
• Simplify the training of new employees.

Why do businesses need sales scripts?

Let's take a closer look at what can be useful to you finished script. So the script:

Makes you a better listener

How? - you ask. Due to the presence of a ready-made set of questions and answers, you do not come up with arguments on the go and listen to the client more carefully. During a conversation, you can learn and analyze:

• the main pain points of a person;
• his intrinsic motivation;
• objections and concerns regarding the purchase of your product.

And depending on the client's response, adapt the rest of the script.

Helps to find the right argument

Do you know what convinces the most? Stories. For example, in sales they actively use because they work. During a conversation with a client, you can also remember how your product helped other customers.

But it is difficult to keep all these stories in your head and instantly remember the one that will convince a person. But sales scripts sort out the necessary arguments and help you quickly find the right one.

Makes you collected

When you go to the store do you take a list of groceries? It's hard to keep this one in your head. And without a list on hand, you can buy something extra and forget what you came for.

The same applies to sales. How often did you remember a leading question or a killer argument after you hung up. Especially if the client never said “Yes”. Agree, it's a shame to lose potential customers.

A ready-made script helps you remember all the little things that affect your client's decision. You become more focused and your calls to action more compelling. Over time, you develop a habit, and you remember, even without a cheat sheet, everything you need to say to the client.

Helps you become more confident

When you speak out loud, your brain does several things at once:

• you think about what you have to say;
• you are looking for the right words;
• you choose the right tone;
• you analyze how the listener will understand the words.

Due to the fact that the brain does a lot of things at once, the results are reduced. But, with the help of a cheat sheet, you remove the extra load. Also, people who know what they are going to say seem more confident in what they are saying. They know them. They believe them and this convinces buyers.

Makes you better

The main thing is constant work with the script. The script is not created once and for life. The more you communicate with customers, the better you understand them.And this improves the script. Track:

• Which parts of the script work and which don't?
• At what stage do people most often hang up?
• What objections does the script not cover?

Having already ready plan conversation, it's easier for you to make changes, focus on key customer concerns, and hone your sales skills.

Would you like more information about implementing sales scripts? We have prepared especially for you:

• a clear algorithm and tools for creating a script;
• 2 outgoing cold/warm call templates.

Entrance only for participants of the Business Academy! Join by .

Advantages and disadvantages of sales scripts

A ready-made script is not a panacea that solves all problems when selling a product. This tool has its advantages and disadvantages.

Among the advantages:

• Quick adaptation of new employees. With the help of ready-made scenarios, they study target audience, product features, and the language spoken by customers.
• Increasing the amount of the average check and the number of customers. This happens due to:
  • understanding customer needs;
  • determining the value of the product;
  • work with objections and fears.
• Reducing the dependence of sales on the mood, motivation or qualifications of the employee.
• Create a database that stores all helpful information about your customers.
• Setting the bar for quality - working with a ready-made script, your employees can only improve communication with customers.
• Reducing the number of errors in communication.

Cons of ready-made scripts:

• Developing and implementing scripts takes time and money.
• The employee relaxes and becomes like a robot.
• The buyer often catches memorized speech, which negatively affects the conversation.

Sales script structure

The scenario of communication with the client is built according to the following scheme:

• Start;
• identifying needs;
• product presentation;
• closing objections;
• completion.

Remember: the first 10-20 seconds are critical, and the most important are the first 5 seconds. So use them wisely. So, how to build, for example, a telephone conversation:

Introduce yourself.Do it confidently. You need to convince a person to give you time and pay money, so he must trust you.

Ask if the person is comfortable talking.The fact that he picked up the phone does not mean that he is comfortable talking. Especially with you. Maybe he was waiting for a client's call and that's why he missed an important meeting. And then you start talking about your product ... In this case, specify when you can call back.

Shut up.Do not rush to fill the silence with conversations. Give the person a chance to speak.

Tell us about your company.Make sure the description is short and clear. No need to talk for 5-10 minutes about what you are doing. Put all the information in a few sentences. You will definitely succeed.

Ask the first question.Its purpose is to understand whether a person is your client. For example, ask what CRM they use.

Listen and ask.At this stage, the client speaks. Your job is to ask leading questions to learn more about the customer and find out what problems you can solve with your product.

give thanksfor the time given to you. And offer your product. Add some features, benefits and bonuses. But try to fit it into a few sentences. Don't spend hours describing your product.

Agreenext action, such as a call or meeting. Set up a specific day and time. And say goodbye.

The finished sales script will look like this:

You: Hi, can I speak to [client name], please?

Client: Hello, this is [client name]. I'm listening.

You: Hi [customer name], my name is [salesperson name] and I am the owner/employee of [company name]. I sent you an offer email yesterday. Are you comfortable speaking? It's only 2 minutes.

Client: Yes, it's convenient.

You: Great, we at [company name] work specifically with startups and help them improve their sales. Tell me, do you currently use CRM?

Client: Yes, we use [name of competitor] at the moment. …

You: Are you satisfied with sales reports?

Client: Yes, it's all right, but I can't...

You: I totally agree. CRM should help you understand what works well for sales and what needs to be improved. This is exactly what our CRM does. You are interested in a 10-minute demo. I can drive up to you this week.

Client: Yes, that would be great. I'm crazy busy this week, maybe next?

You: Great, I'm free on Tuesday morning at 10:00 am or Thursday at 2:00 pm. When is it convenient for you?

Client: Tuesday at 10 am.

You: That's great, thanks for your time. I look forward to our meeting next week.

For more details about the stages of the script for an incoming request, see the video:

Where are sales scripts used?

When you hear the word script, what is the first association you have? I have a telephone conversation. Probably because today it is the main sales channel. When registering for free webinars, you are asked to leave a number. And then be sure to call back.

But besides calls, scripts also use:

• when chatting on the site / in instant messengers;
• during the presentation;
• in the video.

In fact, any communication with the buyer can be represented using scripts. And in any niche, you can implement scripts.

Where can I get sales scripts?

Have you decided that you need a ready-made sales plan? It's a matter of small. Choose one of the methods listed below:

1. Development of sales scripts on your own

This option is the most efficient because:

• you know well: her pains, needs, doubts, fears;
• you understand all aspects of your product and business;
• you speak the language of the client and know how to convince him to buy a product or service.

Don't forget to involve your sales team in the development. After all, they can throw some useful ideas.

Not every expert can write good article. Because understanding a topic and writing well are two different skills. Likewise with the script. You can be the perfect salesperson and not the best script writer. But a little practice plus a desire to understand the topic and you will succeed.

2. Buying a ready-made script

Here the situation is exactly the opposite. Specialists will write you a selling script, but they will not always work well with your client and / or your product. In addition, a specialist is an additional cost. And, unfortunately, even in this case, you cannot be sure of the effectiveness of the finished script.

3. Using someone else's experience

Swipe: Write a list of 5-7 businesses in your niche, call them and record the dialogue. You can connect your team, come up with different situations and see how the sales team will work with you.

Competitors is a free source of new information. Also, by learning what other niche players are doing, you can do better. Don't be limited by your competitors. Connect with leaders in other areas as well.

4. Search for examples of sales scripts on the Internet

It's faster and easier than writing on your own, and cheaper than hiring a specialist. Moreover, new materials on the topic are constantly appearing on the network. But, any foreign script needs to be adapted to your niche. And he doesn't always fit.

In addition, no one will give a 100% guarantee that the script will work. After all, you are not the only one who can use it. And when they hear similar phrases, customers can just hang up

5. Combination: 1 + 3 + 4

This option will help you create a more efficient script. On the Internet, you will find interesting options that you can adapt to your client and product. And with the help of competitor research, you will strengthen your script.

How to implement sales scripts in business?

Only 3 steps separate you from script implementation. Namely:

A. Creation of sales scripts:

1. Study the work of your sales department. If you record conversations with clients, listen to them. Pay special attention to those that ended in a purchase.

1. Write down how you speak. Remember, the script should not make you or your salespeople look like a robot. People feel fake. Therefore, do not add phrases to the script that you do not use in normal conversation.

1. Remember the person's name. Add it to the script. Try to use your first name more often. But, don't overdo it.

1. Talk about the benefits. A person does not buy a product, but a solution to a problem. When selling, focus not on features, but on customer value.

1. Use jargon. Speak the language of the buyer. Include professional words and abbreviations in your script. Show the person that you understand. And also create an image of an expert.

1. Add a case or study. Remember I said stories convince? Just like numbers. Use this when creating a script.

1. Write down the goal. Clearly define what you want from a person: make an appointment, get contact details, sell a product. Remember 1 goal - 1 script. Don't try to cram everything you can into it.

C. Choosing a program for writing sales scripts

Click Play to find out what programs we use and how they work:

In addition, you can write a script in a regular document (Ms Word, Ms Excel, Google Docs) or draw in a service to create mindmaps.

When choosing a program, consider the following features:

• the speed with which the manager will find the desired script and the answer in it;
• ease of navigation through the scenario;
• ease of switching between the script and the CRM system;
• lack of distractions in the work area;
• script movement speed;
• simplicity of structure;
• the convenience of creating and making changes to the finished script.

C. Working out the finished script together with the staff

The last point is the training of employees and making changes to the finished script. Give your sales team a ready-made script. Let them work with him, call a few clients. Choose different buyers to work out more non-standard situations and sharpen the script for them. After that collect feedback. Listen to recordings of conversations.

Work through all the comments and wishes. Create multiple variations of the same script to better communicate with potential customers. Continue to work with the finished script.

Sales scripts: examples

The main task of scripts is to handle the objection. There may be several. Catch the list and ready-made ways to eliminate them.

1) I'm not interested

One of the most popular arguments. Usually with its help they brush off annoying sellers. But you are not one of them. Therefore, ask a question to talk a potential buyer and win him over to your side.

For example:

I understand why you find this uninteresting. You know the director/manager of company X said the same thing. And now he constantly uses our product and with its help [the value of your product / service for the client, for example, increases conversion, attracts customers, reduces costs, etc.]. I understand that [repeating the value of a product/service] is important to your business. Tell me why you are not interested?

Speak slowly and clearly. Give the interlocutor the opportunity to understand whether he needs, for example, to reduce costs. Add specific numbers for clarity. That is, say that the director of company X did not just cut the cost of creating his products, but reduced them by 10%, $ 20 (for each product), $ 1000 (in total).

2) We don't have a budget

If the interlocutor hears about your company for the first time, how can he know that he cannot afford your services? Of course, the situations are different, but this is another way to get rid of the annoying seller. And you (see point 1) do not sell your product, but want to help a potential buyer.

So give him a choice. For example:

I understand that you are not sure whether it is worth investing in our product without having experience with it. Clients M and N also did not immediately start working with us. After communication, we were able to find the best option for cooperation. [In general terms, you can talk about these options]. I suggest you learn more about our product and then make a decision. Would you like a free test drive or meeting?

3) We are already using something for this

Do not be tempted and start telling how bad your competitors are and how white and fluffy you are. Ask instead. Try to find out what the interlocutor likes in another product, what else they would like to receive (additional features or service).

You may not be able to eventually lure this client to you. But imagine how much new information you will learn. Please use it in the future. For example, in order to improve the product and offer a tempting offer to the buyer of your competitor next time.

Another variant. Tell the interlocutor about what others do not have. For example:

I'm glad to hear that you're already working with [competitor's company]. This confirms that you understand the Opportunity [to increase profits / reduce costs]. I'm calling you because, on top of that, we're working with companies like [list the big players you've worked with] to [what's the cool thing you stand out with].

4) I need to think

How to work with this objection, see the video:

Conclusion

A sales script is your reliable assistant when communicating with a client. It helps you convince the person and get what you want. Whether or not to use it in business is up to you.

Want more sales content. Like and write in the comments what you want to read about in the next article.

For me, this phrase has become so commonplace that sometimes it is forgotten that not everyone knows what a sales script is. I've been asked this quite a lot lately, so it looks like it's time to go into detail. Sometimes they say "sales script", or "speech modules" or "sales chants" - as a rule, these words mean the same thing. Let's understand what a sales script is.

This topic has become fashionable recently, some sellers of this service are interpreted as a “magic pill”, which allows you to “lose 10 kg in a week without diets and loads”, i.e. "double sales in a month without improving the sales system and staff training."

There is also an opposite opinion - sales scripts are an absolute evil, zombifying sellers and irritating customers. In general, sales scripts are like any fashionable topic - it is overgrown with speculation, myths, legends, behind which it becomes difficult to discern the essence of the phenomenon.

For now, let's leave the legends and myths alone. And let's see what sales scripts really are, what they are and what they are not, when they are necessary, and when you can do without them, what they are for, what benefits they can bring and to whom?

In 1908, Henry Ford created a successful mass production conveyor-based cars, which led to a revolutionary, explosive growth in labor productivity and, as a result, the reduction in the cost of the car and its availability. Creating a car from high craftsmanship has become technology. And this transformation brought several huge benefits to Ford's business. Firstly, it significantly reduced the time for the production of each unit of production, and, accordingly, the cost of its production, and also made it possible to hire less qualified (and, therefore, less highly paid) personnel. For the obvious reason: teaching a person a few operations is much easier and cheaper than the skill of building a car.

In fact, the same idea lies in the creation of sales scripts - technologization of the art of sales and reducing the influence of the human factor. Well, as a result - an increase in efficiency (i.e., a reduction in time and other costs for each sale) and the ability to hire less qualified and experienced (and therefore less expensive) sellers. And its implementation here is built on the same pipeline principle: the sales process is divided into simple operations, and each such operation is brought to the most simple and functional form.

Sales scripts are a pre-designed scenario of interaction with a client, starting from the moment of the first greeting and ending with the completion of the target action. The goal of a sales script is to increase the likelihood of a planned targeted action by a client.

• The target action is a specific, unambiguously measurable result, which should end this contact with the client. For example, when retail in the store - this is actually a fact of sale (maybe also an addition in the form of filling out a questionnaire bonus program); when working at an exhibition, the target action can be - filling out a questionnaire and getting contacts; in cold calling, the target action can be an appointment or a "lead" - the primary interest and the expressed need of the client, or a completed client card with predetermined information, etc.

If the sale is not carried out in one phone call, then the entire chain from acquaintance to sale is divided into stages. At the same time, the end of each of the stages will have its own target action, and for each stage its own script is written, again, starting with a greeting and ending with the achievement of a specific goal of the stage.

Accordingly, the script has a constructive basis - the "skeleton", so to speak - it is a prescribed step by step algorithm actions, maximally providing for possible turns of the conversation and the client's reaction. And what is based on this basis are ready-made speech modules, which, ideally, are prescribed taking into account the knowledge of psychology, the specifics of the business and the practice of the most successful sellers.

Here, for example, is a very simplified diagram of a fairly common b-2-b sales algorithm.

We have a base (for now we do not touch on the question of what kind of base and what is its quality). Most often, the database does not contain the full name of the decision maker. Therefore, the first action, the first step of our algorithm will be this valuable information get. This operation can very easily be described as a script and entrusted to an inexperienced employee or outsourced. As well as the next operation - making an appointment.

Here holding a meeting - of course, should be performed by an experienced employee. You can also write a script here - it’s useful to have a plan, a script and a lot of “homework” before the meeting. After all, the best impromptu is a prepared impromptu. But at the same time, of course, the entire script should be in your sales manager's head and, by definition, it will be much less rigid (i.e., have more freedom for the sales manager) than the base update and appointment scripts.

All "boosts" can also be entrusted to a less qualified employee. When we build the structure of the process in this way and separate them into a separate technological operation, we are much less likely to “forget” about them and, due to a more thorough study of the base, reveal another efficiency reserve. We just outlined the work with failures as a general touch - it needs to be worked out strategically. There may be different options depending on the specifics of the business.

And after-sales work is also better to entrust to another employee. I know that this moment may seem controversial to someone, but now we will not delve into this controversy. We will leave this topic for future posts.

It is clear that the scheme is very simplified, in order to make a really working tool out of it, it still needs to be detailed and refined, but even here it is clear what kind of scripts we will need, what the target actions will be in stages, and you can even figure out how to further control of the process.

The pipeline is effective where there is a large flow of fairly simple operations of the same type. And it becomes unprofitable where products are created in small batches, or even in single copies (reconfiguring the conveyor is longer and more expensive). And also where we have not yet been able to break the process into simple operations due to the fact that each time the choice of actions depends on too many factors. (Here keyword"Bye". In fact, almost any human activity– even the most complex or “creative” one can be algorithmized and broken down into simple operations. Let's remember at least eye microsurgery). And the introduction of a conveyor completely loses its meaning where your customers are willing to pay dearly (and very dearly) just for buying a HANDMADE product.

The conclusion is simple: the implementation of scripts will be unprofitable if the specifics of your business are such that you have several tens or hundreds of customers whom you know by name and who are ready to pay for an exclusive service. For example, very specific equipment, whose consumers are several dozen enterprises across the country, trust management of finances, designed for a very narrow category of people with ultra-high incomes, exclusive travel along an individually designed route, etc. Here the approach to sales is somewhat different and now we will not touch on it.

And another situation where the script will be not only useless, but also harmful: you have mega-sellers, i.e. real sales sharks who have worked out super-efficient algorithms and speech modules for years in their heads. And you are 100% sure that they will not get away from you anywhere. And you are quite satisfied with the volume of sales and you have no idea to scale your business. (No, I'm not kidding, the situation, of course, is not ordinary, but perhaps somewhere this exists).

So, the script will be appropriate and will bring real benefits where there is a large flow of the same type of contacts and where this flow can be reduced to a limited number of typical situations. Of course, you and I understand that each client and each situation is unique, but at the same time, for example, all client objections are at the level practical work with them can be reduced to 5-7 typical options. (Well, just in case, let's introduce another category "other", which will include 5 percent, which are difficult to classify as typical).

It can be the entire sales process, for example, a script for sales staff(retail) or script telephone sales. This can be part of the sales process, for example, updating the database (verifying contact details and establishing a decision maker), scheduling a meeting or lead generation, i.e. on cold calls - identifying interest and open need and transferring such a client to a more highly qualified seller. Or it could be a single task in the sales department. For example, satisfaction control, taking feedback and recommendations, “waking up the sleepers” - calling customers who are inactive for some time, a script for working at an exhibition, returning accounts receivable, etc.

But, of course, it works most effectively when we approach the matter systematically: we look at how the process works, decompose it into simple components and automate them. We adjust, debug, make adjustments if necessary.

What do scripts give?

Business owner:

• increase sales, increase profits,
• saving budgets for recruitment and adaptation (and yes, for training too, because teaching to work according to a script is much easier than teaching the “art of sales”),
• ease of business scaling,
• plus - a lot important point: when we develop and standardize the entire system of interaction with the client, the client begins to work with the company, and not with a specific sales manager. And, as a result, the likelihood that with the departure of this manager you will lose his clients is significantly reduced.

Head of Sales Department :

• saving time and effort on endless answers to “what if they don’t need anything?”,
• plus - manageable and understandable technology, instead of "art" gives you independence from the "human factor": the mood of your sellers, their desire or unwillingness, exacerbation of "star disease",
• peace of mind for the implementation of the sales plan by the most ordinary, not super talented and exclusive sellers,
• the time from the moment a new seller is hired to the moment when he begins to give results along with the “veterans” will also be significantly reduced. This means that staff turnover will cease to be a constant threat and your nightmare.

And finally sellers themselves:

• the opportunity to significantly increase sales and, consequently, earn more.
• you do not have to create suitable answers every time, and this means less tiredness, saving personal resources.
• In a word - to work more efficiently, to get more results at less cost.
• And one more very important point that most sales managers will definitely like: this division of labor allows you to significantly reduce the part of routine and non-core work - just what every salesperson would be happy to do without.

I can talk about this topic for a long time, in the near future I will definitely continue it.