Secret to Sales Script Success
What are the first words out of salespeople’s mouths the moment customers walk in retail stores? They say systematically, “Can I help you?” Shoppers respond, “No thanks, just looking.”
Someone finally realized this question was ineffective and came up with a new approach: “Have you been here before?”
This slight selling script change accounted for a 12 percent increase in retail sales. The right words, properly said at the right moment, can revolutionize sales.
Reciting Your Lines
Have you ever stopped to think that your sales script may be ineffective? You could start using alternative phrases that may lead to huge sales increases.
Top salespeople and trainers teach the necessity of sales scripts, or pre-planned, scripted, practiced and rehearsed selling presentations. Some salespeople believe scripts are too restrictive. However, the opposite is true. Once you learn and memorize a professional sales script, you’re ready for anything and won’t be surprised in any selling situation.
Scripted Sales Success
There are three reasons interiorscapers should use rehearsed sales scripts to see their ‘scaping sales career take off:
- Sales scripts provide unshakable confidence.
The No. 1 ingredient for selling, whether over the phone or in person, is confidence. Without confidence, clients will feel uncomfortable buying from salespeople. In turn, salespeople will suffer from call reluctance. A sales script boost confidence because you know what you’re going to say from the first contact with prospective clients to the close of the deal. Preparation, or knowing what to say and how to say it, breeds confidence.
- Sales scripts give you and edge over your competition.
Do you ever think about how clients view you compared to interiorscape salespeople who visited them an hour ago? I always try to stand out from the competition, especially during the first information-gathering sales call. Hopefully, the competitor who just met with my prospective client only took a few notes, asked a few questions and then said, “I’ll fax you a proposal by the end of the week.”
In comparison, a well-thought-out and well-delivered sales script can earn big points with new prospects. During this critical, first-impression sales call, the sales script can include:
- A thorough questioning process that uncovers a prospect’s needs
- A script describing how your company is uniquely qualified to deliver that need
- A facts-and-benefits script outlining your company’s specialized expertise and its benefits; and
- A brief company history, written to be exciting and compelling – not boring.
If you gave some thought and practice to these, you could blow away the competition.
My family just got a dog, which has prompted us to get a new backyard fence. I made three appointments with difference fence companies. All three salespeople were polite but un-compelling. Nobody took the initiative to explain his company or the merits to his product. Without this kind of information, on what would you base your buying decision?
This reminds me of shopping for rain gutters. Three salespeople came out, and each took measurements and gave a quote. One company was priced so far above its competitors, it was laughable. The salesperson even had a mock rain gutter mounted on the back of his truck.
But then, he described the gutter’s unique construction and showed me the proprietary installation technique and how the owner had developed it through years of experience. I realized I was actually having fun learning about rain gutters. His presentation and demonstration were obviously scripted, but they were effective.
- Sales scripts allow you to utilize the best selling techniques.
I learned one of the steps I mentioned above, facts-and-benefits selling, from a Dale Carnegie sales course. Each salesperson had to write down ten product or service features and why they benefitted clients. We were required to memorize them all for the facts-and-benefits contest. Each salesperson lit a match and recited as many facts and benefits as he could before the flame reached his fingers. This was great practice and the beginning of my first sales script.
Techniques to Remember
There are other selling skills and techniques used by the world’s best sales organizations. They include answering objections, questioning skills and closing with powerful techniques. Taught by sales trainers, these skills are readily available to interiorscapers, but they must be integrated and adapted for specific uses.
Most importantly, the sales techniques have to be memorized and practices until they can be used naturally and effortlessly.
Zig Ziglar, one of the country’s best sales trainers, teaches subtle yet powerful techniques for handling price objections. One of my favorites is: “Yes, you’re right. Our prices may be a little higher than our competitors, but we made the decision a long time ago that we would rather explain higher prices one time than have to apologize for poor quality forever.”
Then, it is followed up with: “I’m sure you’re glad we made that decision.” A statement like that can only come off naturally if you’ve practiced and made it your own.
Ziglar even says if you’re going to build your sales career to the fullest, you’ve got to deliberately train yourself to use your voice more effectively.
If you haven’t already realized it, sales scripts take a little work to create, memorize and practice. That’s why it’s widely believed that more than 80 percent of sales people will never take the time. Here’s an interesting correlation: 80 percent of all sales are made by only 20 percent of the salespeople.
Sales Script Started Kit
The following are selling situations in which sales scripts should be used:
- The phone call for an appointment: “We have an interiorscape program designed specifically for offices such as yours, where image is so critical. I have some time available tomorrow afternoon to show you, or would Thursday afternoon be better?”
- The first sales call to new clients: “Doesn’t it give you confidence to know we have been providing guaranteed plant services to offices just like yours for more than 15 years?”
- A brief about your company history: (This is obviously unique for each company.) “The most exciting moment for our company was when we moved into our new facility in 1985. It allows us many operational efficiencies and economies of scale, which have made us competitive.”
- Special areas of expertise and competitive advantage: “Because we have invested in the latest subirrigation technology, which significantly reduces water stress, our plants look better.”
- A note card after the first sales call: “Thank you again for your courtesy when we met. We look forward to the opportunity to earn your trust and goodwill through a lasting business relationship. Sincerely yours, (company name), (your name).”
- Handling a price objection: (This is also known as the perennial feel-felt-found.) “I can understand exactly how you feel, $300 sounds like a lot of money for a decorative contain. Another client of ours felt the same way when I showed it to him. After he considered the quality and lifetime use, he found it to be the best choice.”
- For a trial close: “Do you need to consult with anyone else before we go ahead? Would you prefer morning plant service or would after lunch be better for you? We could service your office on one of our technician’s Monday routes or service your building on Thursday afternoons. Which would be more convenient for you?
- For closing the sale: “Let’s do what you’d do before making any major business decision; let’s weigh the opposing ideas against the reasons in favor of going ahead.”
At this point, prospective clients supply opposing reasons, while you provide a longer list of positives.
- For recovering a client who had a service problem: “I want to sincerely apologize for this service problem. I give you my personal assurance that I will get to the bottom of this. My goal is to have you become one of our raving fans in 30 days or less.”
As scripts are perfected and salespeople become more accustomed to their sales speeches, clients will become more comfortable with their decisions to choose your interiorscape company and its services. After that, it’s only a matter of time until sales begin to soar.
