Last year, we wrote a post about the "Perfect Telesales Script" and the ways you can achieve said perfection. After many months of outbound dialing, we've written up a revised version of that post, with our latest experiences and lessons learned. Keep reading for some great insight!
Buyer Personas
A sales script must begin by knowing your persona. If you want to properly utilize this manuscript for success, it's imperative that you understand exactly who your target persona is, and how you can reach them in the right way. Hubspot has as a great resource to develop detailed buyer personas for your Sales team, get their Buyer Persona template here.In summary, a persona includes the buyer's age, profession, their position at their company, the industry, and many more details. Knowing this information (even if you're just guesstimating) is invaluable when creating a sales script, because you'll be able to craft it meticulously around the buyer persona!Once you've got your persona(s) created, you can move on to developing a script.
The four features of a script to focus on are:
1. The Intro
Keeping the conversation casual and lighthearted is key. Give your name and your company, why you're calling, and be sure to engage with the lead to gain as much information about them as you can. Find some common ground with them before the call, so you have details to fall back on in case things slow down. 2. Create Interest
You should have already done some research on this lead before you got them on the phone. Between research and your buyer persona, you'll have a pretty good idea of what this person's pain point might be, and how you can resolve that for them. The discovery call should focus primarily on exploring what this lead could possibly gain from your product or service, and presenting that to them in a meaningful, clear way. Keep the conversation moving forward by supplying questions and comments if the buyer seems uninterested at any point.
3. Handle Rejection
For all the "no thank you" responses you'll receive, you're bound to get at least one "yes". With this in mind, handle objection and rejection tactfully, with hopes for a potential future opportunity in mind. Don't burn any bridges just because the buyer is telling you no right now. Keep in mind that things change quickly in business and there will most likely come a time when a relationship will come in handy.4. Closing
When it comes down to it, closing the deal is the most important thing about any script or any conversation. It may not happen in one phone call, or a few emails, but eventually, it will happen. Ensure that your script is complete with a variation of ways to end the call; whether it's a follow-up email, or a calendar invite for another call in the near future, or maybe they want to reach out when they're ready. Whatever it is, be gracious for the time they spent on the call, and set reminders to reach out soon.So many factors add up to make a perfect sales script; the most important things to remember are:
- Know your product, more than you know anything else. Being able to talk openly about it and show the value of your business implies that you're the real deal.
- Be yourself. Speak in your natural voice, use short and concise sentences and take your time.
- Don't give up. Rejection can be tough, but there are so many fish in the sea, and you will find the ones who want to bite!
